Go RVing RV Owner Demographic Profile

The Go RVing RV Owner Demographic Profile is the most comprehensive study of RV ownership ever conducted, providing deep insights and perspectives on the demographics and ownership habits of RV Owners, Former RV Owners, and RV Intenders. The study focuses on purchase trends, intentions and motivations; RV usage characteristics; the importance of RV features; and, travel and recreation preferences across meaningful demographic and generational breakouts as well as RV product types. 

"This is the most comprehensive study we have ever done on the RV consumer,” said Go RVing Vice President of Brand Marketing Karen Redfern. “The insight into the motivations and habits of RV consumers will allow us to more effectively target like-minded owner prospects with customized messaging designed to draw them into the purchase decision by mirroring their lifestyle needs and creating a desire for the benefits of RVing. Armed with this data and the advances of digital marketing, Go RVing can effectively reach individuals that have never been on our radar in the past, allowing us to continue expanding the marketplace for our members and the overall industry."

The study found RV ownership has increased over 62% in the last twenty years with a record 11.2 million RV owning households, split almost equally between those over and under the age of 55, with significant growth among 18-to-34-year-olds, who now make up 22 percent of the market. Additionally, an incredible 9.6 million households intend to buy an RV within the next 5 years. Among current RV owners who plan to buy another RV in the next five year, the numbers for Millennials and Gen Zers stand out, with 84% of 18-to-34-year-olds planning to buy another RV, with a 78% preferring to buy a new model.

While the median annual usage for current RV owners remains steady at 20 days, people intending to buy an RV plan to use their RV a median of 25 days per year. This increase is indicative of the changing attitudes towards remote work and the ability for more people to be able to work from a destination more frequently than traditional vacation days afforded in the past.

Nearly a third of the respondents in the study (31%) are “first-time owners,” underscoring the growth of the industry in the past decade. Ownership is spread widely not only across age levels, but also across genders, as well as household income and education.

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After an extensive analysis, seven distinct clusters of RV Owners have been identified. Ranging across demographics, attitudes, RV usage habits, and motivations, these seven clusters help to understand variances in RV owners across more than the type purchased, instead shedding light on the unique motivations, needs, and habits of each type of RVer.