RESTON, VA / ACCESSWIRE / November 29, 2016 / With deliveries of recreation vehicles from manufacturers to dealers roaring to an all-time high in 2016, the North American RV industry plans to accelerate its strong momentum by focusing its Go RVing market communications campaign on three groups of consumers most likely to buy.
RV shipments will top 438,000 units in 2017, a 4.4% increase above the record projected 2016 total of 419,500 units, according to a new forecast from the Recreation Vehicle Industry Association. The forecast was prepared by Dr. Richard Curtin of the University of Michigan, and released today by RVIA President Frank Hugelmeyer at RVIA's 54th National RV Trade Show.
Not content to rest on its success, RVIA also released details of its Go RVing Communications Planning Study, conducted by Nielsen, at the same event. The study provides new data about prospective RV buyers and current RV owners, and identifies marketing strategies for reaching both. The research found three groups with strong potential to become RV owners: Active Family Adventurers, Nature Lovers, and Kid-Free Adult Adventurers. Combined, this group represents 40% of U.S. households.
"This study provides a roadmap to our industry's future," said Hugelmeyer. "It helps us better understand the attitudes of our customers towards recreation vehicles and perceptions of the RV lifestyle so we can fine-tune our messages and outreach efforts and add fuel to our record-setting growth."
The Nielsen study showed that consumers in each of the three primary opportunity segments have favorable views of RVs and the RV lifestyle. Like RV owners, they enjoy road trips and see RVing as a convenient way to explore the country, participate in outdoor activities and spend time with family and friends. Comfort, cost, and safety are the top factors considered by prospective purchasers.
Active Family Adventurers have children who significantly influence leisure trip decisions. Many in this group have previously rented or owned an RV, have visited an RV dealership, and read RV and travel publications and websites. This group contains the highest percentage of Gen Xers and African Americans.
Nature Lovers are likely to have tent camped or rented a cabin in the past two years. They enjoy visiting locations with natural beauty, seeking out lesser known destinations, and finding opportunities for outdoor sports and recreation. This group is younger, and uses travel-related apps on their smart phones or computers.
The study recommends that Go RVing reach out to Active Family Adventurers and Nature Lovers with family-friendly messages that convey how RVs offer a home away from home, unique freedoms and an easy way to escape and connect with nature. In addition, since the perceived expense of RV ownership is a key barrier, the study suggests focusing on long-term vacation savings.
Kid-Free Adult Adventurers relish trips that offer learning opportunities, romantic getaways, exploring lesser known destinations, visiting family, spending time in nature and attending sporting events. This segment has the second highest percentage of African Americans. For this group, the study recommends highlighting the freedom and convenience of RVing, including the ability to travel with pets, and focusing on entry level RV options with lower costs and features.
The study found that current RV owners love their RVs and the RV lifestyle — 88% ranked their RV as good, very good or excellent. The majority said that their expectations of RV ownership were either met or exceeded. One-third of current owners are repeat buyers, with the conventional travel trailer being the most commonly owned type of RV among those surveyed.
RV owners take an average of five trips per year in their RV, primarily to go camping at a variety of destinations. While owners say that the most important part of RV travel is having an opportunity to enjoy nature, 75 percent say that it's important to have internet connectivity while travelling by RV. Comfort and cost were the most important factors for RV purchasers.
The research was conducted via an online survey among 2,523 owners and prospects. Of the 1,518 prospects, 1,304 said they would consider an RV purchase. Respondents were all U.S. residents, aged 18+. Non-owners were 18-70 and were additionally screened for a minimum household income of $40,000. All non-owners were also screened to ensure they had taken at least one overnight trip in the past year. Data was weighted to be representative of the population of interest.
"This is the largest and most comprehensive research study we've done in more than a decade," said Hugelmeyer. "It points us to emerging markets and technologies to embrace for our message to reach people who would enjoy the benefits of RV ownership."
Contact:
Boyle Public Affairs
James A. Boyle
[email protected]
571.213.3979
SOURCE: Recreation Vehicle Industry Association