The latest report from Go RVing’s RV Owner Demographic Profile analyzes first-time RV buyers, with a spotlight on those who entered the market during the COVID-19 pandemic (2020-2022).
These “COVID Buyers” have demonstrated a strong commitment to the RV lifestyle, even after the pandemic’s end, Go RVing said.
Demographics and RV Usage Habits
The typical COVID Buyer is between 18 and 54 years old (73%), with an average annual income of over $75,000 (49%), and 56% are employed full-time. Approximately 50% of these buyers live with children in the home. Common RV usage habits include camping (67%), swimming (50%), and cooking (50%), with a median usage of 30 days per year.
Motivations and Influences
COVID Buyers, like other first-time owners, were motivated to purchase an RV by past camping experiences (36%) and the desire for a change in travel methods (36%). However, COVID Buyers showed a greater tendency to be influenced by the need for temporary living spaces, social media, and peer influence.
RV Preferences & Purchasing Behavior
COVID Buyers predominantly favor conventional travel trailers (49%). A large majority (69%) bought their RVs new, and most purchases were made in person (93%). While many buyers financed their purchase through cash (48%), a significant portion also utilized private finance (21%) or dealer finance options (24%).
Brand Loyalty & Future Intentions
Brand loyalty is strong among COVID Buyers, with 86% expressing a likelihood to purchase the same brand again, citing positive experiences (36%), strong quality (29%) and desired features (25%) as key factors.
Echoing the sentiment that they will always have an RV in their life, Current Owners that purchased their first RV during the COVID pandemic are more likely than Other First-Time Buyers to demonstrate a commitment to future RV purchase intention (68% vs. 60%).
Based on data from the full RV Owner Demographic Profile, RVs are typically replaced every 2-5 years (62%), which means that those who purchased their first RV during COVID, many are likely in the market for a new RV.
The report also compares COVID Buyers with other first-time RV owners. While there are many similarities, COVID Buyers tend to use their RVs slightly more often and are more likely to say they use them more than expected. They also show a greater interest in RV resorts and truck stops/rest areas as campsites.
Impact of the Pandemic
The pandemic appears to have influenced COVID Buyers’ reliance on digital resources for information, with a higher percentage using social media, YouTube, and online blogs for research. Additionally, some COVID Buyers were motivated by the ability to work remotely while traveling and comfortably social distance.
Overall, the report indicates that COVID Buyers are an engaged and satisfied segment of the RV market, demonstrating strong brand loyalty and a continued interest in the RV lifestyle. With many of these owners now in the typical repurchase timeframe, now is an ideal time for RV manufacturers and dealers to reach these owners.
View the COVID/First-Time Owner overview here.
View the full special report (members only) here.
