Who is behind the campervan revival in the UK

Over the course of 2020 and 2021, demand for campervans skyrocketed as people tried to find ways to get out into nature after months of being locked up. Suddenly, campervans became an attractive prospect as a safer way to take a break while COVID posed a threat to travellers.

With this upward trend came a rapid change in the demographics of who was buying campervan parts and accessories here at Just Kampers. The following data indicates there has been a distinct shift from the stereotypical middle aged male campervan owner, with younger generations and female shoppers driving growth in this vertical.

Graph one: Data showcasing YoY percentage growth of campervan parts transactions, broken down by age groups. Data is representative of Jan-Aug 2019 to Jan-Aug 2021, obtained from Google Analytics.

Graph two: Data showcasing YoY percentage growth of campervan parts transactions, broken down by gender. Data is representative of Jan-Aug 2019 to Jan-Aug 2021, obtained from Google Analytics.

The average campervan customer

In 2019, Just Kampers’ average campervan customer was male and between the ages of 45 and 54, which has previously been considered as the more traditional representation of a campervanner.

Throughout the COVID pandemic, this demographic has shifted to a younger audience, with campervan part transactions from 18 – 24-year-olds increased by 868% over the course of 2020 and 2021, the biggest growth category of all demographics. This is likely due to an increase in campervan conversions, a more accessible, less expensive gateway to campervan ownership.

Graph three: Data showcasing YoY percentage growth of campervan parts transactions, broken down by age and gender. Data is representative of Jan-Aug 2019 to Jan-Aug 2021, obtained from Google Analytics.

Based on the behaviour of our shoppers, those aged 25 – 34 now show the same amount of interest in campervans than those aged 45 – 54.

Transactions from women have also more than doubled, growing by 111% to now make up almost a quarter of all campervan parts purchases.

One age group that experienced major growth was women aged under 25, who saw website traffic quadruple over lockdown.

This could be attributed to the aspirational Instagram aesthetic of luxurious campervan trips, #vanlife and idealistic scenes. Campervan conversions have also driven campervan interest, a growing trend by those who might not be able to buy a fully fitted, or classic, campervan straight away.

Graph four: Data comparing the total share of campervan purchases in 2019 and 2021, broken down by each age and gender. Data is representative of Jan-Aug 2019 to Jan-Aug 2021, obtained from Google Analytics.

Campervan statistics

  • Searches on Google for the term ‘campervan’ were at a record high in both 2020 and 2021.
  • Searches on Google increased by a further 44% in the summer of 2021, compared to the same period in 2020.
  • On Instagram, the hashtag #vanlife has been shared over 11.35 million posts, over a 60% increase since 2020.

 

Methodology: We analysed internal sales data, and external search and social media trends, to find out who is behind the campervan revival, and purchasing more campervan parts. Analysis of search and website data was conducted from January 2019 to August 2021 by Just Kampers. Analysis of social media was conducted from September 2020 to September 2021. Analysis of search data was conducted from March 2020 to July 2021. Analysis included data from Google Trends, Google Analytics, keywords on Ahrefs, and Instagram. Gender data has only been attributed to male and female genders as a result of the data source, Google Analytics, not providing additional gender identities and Just Kampers therefore recognises the void in recognising gender diversity in this analysis.

 

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