Go RVing Canada announced Thursday (Sept. 28) it releasing a consumer study entitled “Promoting The RV Lifestyle” to offer insights into current consumer attitudes and behaviours towards recreational vehicles and perceptions of the RVing lifestyle. Its goal, said the group in a release, 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 was 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 January 9 and 18, 2023.
Go RVing Canada is providing an executive summary of the research findings to Canadian RV Association (CRVA) members. The research findings revealed six differentiated segments of potential RV buyers. The 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.
The research findings will empower dealers and manufacturers to gain a deeper understanding of the characteristics and motivations of the primary RV persona groups.
With this valuable marketing intelligence, Go RVing Canada is strategically positioned to craft more customized marketing campaigns, deliver more targeted media activations and establish more purposeful collaborations to meet the high demand for RV lifestyle content and cater to RV lifestyle enthusiasts.
CRVA members can view the Executive Summary here.