Go RVing Study by Harris Interactive Identifies Marketing Communications Messages that Can Motivate RV Buyers

edited by:  Phil Ingrassia, CAE

A new survey by Harris Interactive examining which factors most influence RV purchase decisions shows that messages focusing on family togetherness and cost savings now resonate equally with potential RV buyers. The survey also revealed positive attitudes about health and wellness benefits of RVing, which may help persuade non-owners to buy.

The survey of 1,006 non-RV owners and 357 RV owners was commissioned by Go RVing to understand how RVs and RV travel are perceived, what benefits RV owners experience, and which of these benefits would be most effective in convincing a non-owner to buy.  This data is being used to fine-tune Go RVing messaging to reinforce the value of RVing to current owners, and to motivate consumers to purchase an RV in the future.

Survey results show that a majority of non-RV owners (67 percent) agree that RVing allows families to spend quality time together, and to spend more time outdoors enjoying nature. Messages about family togetherness also received a strong positive response from past RV owners and survey respondents who said they were considering a future RV purchase.

But, the cost savings offered by RVing also has a strong appeal. Three-fourths (74 percent) of RV owners agree with the findings of RVIA’s Vacation Cost Comparison research showing that RVers save 27-to-61 percent on a typical family vacation. The same proportion (73 percent) of potential future RV buyers said that knowing about the cost savings would make them more likely to buy.

Also appealing to past RV owners (75 percent) and those with RV purchase plans (67 percent) were messages that RVs are becoming smaller, lighter and more fuel efficient. Recent product innovations are positioning the industry to potentially bring back former RVers and to make inroads with non-owners who are considering a purchase.

The survey also offered insight about which benefits of RVing are the strongest purchase motivators. A strong proportion of potential future RV buyers said that these factors would make them more likely to buy:

• RVers save 27 to 61 percent on a typical family vacation — 73 percent 
• Couples who RV develop stronger bonds with each other — 68 percent 
• RVing allows you to be more physically active — 67 percent 
• RVing provides an escape from everyday pressure and stress — 65 percent 
• Kids who travel with their families by RV receive educational benefits — 58 percent 
• Traveling by RV reduces exposure to illnesses and other health risks — 56 percent 

Majorities of past RV owners (61 percent) and potential future RV owners (59 percent) agreed that investing in an RV now will enable people to travel affordably and frequently in retirement.