The latest insights from Go RVing’s RV Owner Demographic Profile shine a spotlight on a fascinating segment of the RV market: first-time buyers, particularly those who delved into the RV lifestyle during the unprecedented era of the COVID-19 pandemic (2020-2022). This exciting cohort, aptly dubbed “COVID Buyers,” showcases an enduring passion for RV living that transcends the pandemic.
The Commitment to the RV Lifestyle Post-Pandemic
According to Go RVing, these COVID Buyers are not just a fleeting group; they have shown a profound and lasting commitment to the RV lifestyle, even as the world returned to a semblance of normalcy.
Who Are the COVID Buyers?
Demographics and RV Usage Habits
So, who exactly are these COVID Buyers? The report reveals a demographic that is primarily aged between 18 and 54, making up 73% of this new RV-owner landscape. With an average annual income exceeding $75,000 (49%), and a notable 56% being employed full-time, it’s clear that these buyers are professionals seeking to enhance their leisure activities.
Interestingly, 50% of COVID Buyers share their RV adventures with children in their households, indicating a family-friendly trend in RV usage. When it comes to how they utilize their RVs, the findings are compelling: a whopping 67% enjoy camping, while 50% swim and cook during their outings, with a median usage rate of 30 days per year.
What Drives COVID Buyers to RV?
Motivations and Influences
The motivations behind these purchases echo a desire for adventure. Many COVID Buyers were inspired by prior camping experiences (36%) and the desire for a change in travel methods (36%). However, what sets them apart from other first-time buyers is their increased reliance on social media, peer influence, and the urgent need for temporary living spaces during the pandemic.
Preferences That Define the COVID Buyer
RV Preferences & Purchasing Behavior
When it comes to actual purchases, COVID Buyers tend to favor conventional travel trailers (49%). A significant 69% purchased new RVs, largely opting for in-person transactions (93%). Financing options varied, with 48% choosing to pay in cash, while 21% utilized private finance, and 24% went through dealer finance options.
Loyalty and Future Aspirations
Brand Loyalty & Future Intentions
Brand loyalty runs deep among these enthusiastic RV owners; 86% expressed a strong likelihood of purchasing from the same brand again. Factors influencing their commitment include positive experiences (36%), strong quality (29%), and desired features (25%). In fact, these COVID Buyers are more likely than other first-time buyers to express intentions for future RV purchases, with a striking 68% affirming this commitment, compared to 60% of their peers.
As RVs typically are replaced every 2-5 years (62% of buyers), many who purchased their first RV during the pandemic are likely now contemplating an upgrade.
A Comparison with Other First-Time Buyers
The report intricately compares the behaviors and preferences of COVID Buyers against other first-time RV owners. Fascinatingly, COVID Buyers utilize their RVs more frequently and often find themselves enjoying the experience more than initially anticipated. They also lean towards RV resorts and truck stops/rest areas for their camping adventures.
Navigating the Digital Age
Impact of the Pandemic
Unsurprisingly, the pandemic shifted how COVID Buyers approach RV ownership. There’s a notable reliance on digital resources for information; a higher percentage of these buyers have embraced social media, YouTube, and online blogs during their research phase. Many were also attracted to the idea of remote work while traveling, seamlessly blending work and play in a socially distanced environment.
Final Thoughts
Overall, the findings highlight that COVID Buyers represent an engaged, satisfied, and passionate segment of the RV market. Their strong brand loyalty and sustained interest in the RV lifestyle signal a vibrant future for RV manufacturers and dealers. With many of these owners now nearing their typical repurchase window, it’s the perfect time to connect with them and offer products that align with their adventurous spirit.
To dive deeper into this captivating market shift, you can view the COVID/First-Time Owner overview here and explore the full special report (members only) here.
