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Here are some important facts that demonstrate why this is such an attractive target for marketers and advertisers:
RV ownership has reached record levels: Some 7 million households, or nearly one in 12 U.S. vehicle-owning
households, now own an RV. Overall, there are an estimated 30 million RV enthusiasts nationwide, including RV
renters. The annual retail value of RV shipments is now $12 billion, while RV rentals tally $191 million a year.
RVs are a growth market: Between 1980 and 2001, RV ownership went up 38%. Baby Boomers now comprise the
largest segment of the RV market, and RV ownership will continue to rise as the Boomer population ages and enters the
prime RV-buying years. As a result, RV-owning households are projected to rise 15% to nearly 8 million by 2010, outpacing
the 10% growth in U.S. households. Among all U.S. households, one in six intends to purchase an RV.
RVers have great buyer demographics: The typical RVer is a married, mid-50s homeowner with an annual
household income of $72,000, higher than the national median. RV owners are committed to their lifestyle,
spending disposable income to travel an average of 4,500 miles and 28-35 days each year. RVers have high
ownership rates of other vehicles used in an outdoor recreation — boats, ATVs, snowmobiles, cars, trucks, and
motorcycles. They also have many interests besides outdoor recreation and touring; just note the number of RVs at
sporting events, NASCAR races, and horse, dog and antique shows. RVers spend more than $3 billion a year just on
RV aftermarket products.
RVing appeals to every budget: There are two main categories of RVs: motorhomes (motorized) and towables
(towed behind a car, van or pickup). Class A motorhomes are the largest, Class B motorhomes or van campers are the
smallest, and Class C cabover motorhomes fall in the middle. New motorhome prices range from $42,000 for a Class
B up to $250,000 or more for a Class A. Towable RVs include folding camping trailers, travel trailers, fifth-wheel
travel trailers and truck campers. Retail prices run from $3,500 for a folding camping trailer up to $100,000 or more
for a fifth-wheel trailer.
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