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An updated version of the Harris Interactive Communications Planning Study, a study commissioned by the Go RVing Coalition to assess consumer travel preferences and their perceptions of RVs and RVing, is now available.
The objectives of the study were to profile RV prospects based on their travel attitudes and behaviors, and to identify the best RV information sources and messages to reach them. The updated version was a repeat of the study done in 2001.
The study’s other major findings include:
* Prospects named www.gorving.com as the third most popular source for RV information after newspaper articles and advice from friends.
* Among prospects who have investigated a purchase, 70% have visited an RV dealership or show, compared to just 44% of prospects in 2001.
* 61% of prospects own either pickups, SUVs, minivans or conversion vehicles that can be used to tow RVs.
The industry has been conducting this communications planning research since 1993, when RVIA commissioned Louis Harris & Associates, now part of Harris Interactive, to conduct a study about consumer attitudes toward RVs and perceptions of travel.