Go RVing Canada has released a consumer study titled “Promoting the RV Lifestyle.”
Go RVing Canada said the study offers insights into current consumer attitudes and behaviors towards RVs and perceptions of the RVing lifestyle. The group said its goal is to refine their RV buyer profiles through a segment/classification analysis to support media strategies targeting both RV owners, renters, and prospects.
The online survey, conducted in English and French by the market research firm Ipsos, targeting current, lapsed and prospective RVers in Canada. One thousand surveys were conducted between Jan. 9-18, 2023.
Go RVing Canada is presenting an executive summary of the research findings to RVDA of Canada members. The research findings revealed six differentiated segments of potential RV buyers.
Chris Mahony, president of Go RVing Canada, said: “To develop effective marketing tactics, Go RVing Canada relies on strategic insights into consumer behavior and preferences. To reach today’s cautious buyers and cut through a crowded marketplace, the consumer study was commissioned to understand the current attitudes and changes in RVing behaviors toward the RV lifestyle.”
The study’s buyer profiles feature deep dives into key areas of interest including travel preferences, hobbies and interests, vacation habits, reasons for choosing RV travel, barriers to entry, and a detailed social listening analysis.
Eleonore Hamm, president of RVDA of Canada, said: “The RV buyer profiles identified through this study will further enable our dealers to tailor their own sales and marketing strategies. Through celebrity and influencer partnerships, large-scale activations, TV and digital campaigns, and abundant resources available through the Dealer Tie-in program, dealers are well positioned to reach more potential buyers.”
The study found 25% of Canadians are current, past or prospective RV owners and renters. A total of 6% currently own an RV with an additional 6% considering buying one in the next two years. First-time RV purchases have doubled since 2021. In 2021, 6% of purchases were by first-time buyers, increasing to 10% in 2022 and 12% this year.
The average age of RVers in Canada is 44 years old. More than a third (35%) have children and nearly half (49%) own dogs. Two-thirds are married or partnered.