owner operator and independent truck drivers
TRANSCRIPT
Owner-Operator/Independent Truck DriversAssorted Facts, Statistics, and Quick ConclusionsDeck Prepared by George Sloane
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Numbers, Type, and Driving Statistics• Approximately 350,000-
400,000 registered in the US• Most are Truck Load (TL)
carriers• Most drive 100,000+ miles
per year• Almost all (95%) run solo• Average net income about
$40,000-50,000 per year
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Age and Industry Experience• Average age: 55 years old• Average industry tenure: 26 years• Average age they became an Owner-Operator: 37 years
old• Average owner-operator tenure: 18 years
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About Their Trucks• Most are Heavy Trucks or aka Class 8 trucks• Two-thirds have their truck paid off• Truck is likely a 10-15 year old (2003 model year)
Peterbilt or Freightliner truck with a Caterpillar engine• 450 horsepower or greater engine with 13 speed or
18 speed transmission • Trailer is probably a Reefer or Flatbed followed by Dry
Vans• Many own more than one truck and trailer (1.2)• Average annual maintenance is $14,000• Biggest maintenance issues are tire or engine related
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Demographics-Personal Characteristics• Gender: Majority are male (about 4-5% female)• Race: Majority are Caucasian (about 10-13%
minority)• Weight: 220+lbs on average• Height: 5’10” on average• Smoker: About one in five (on the decline)• Exercise: Slightly more than one third do regularly
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Political Leanings• Military service: 36%• Registered voters: 90%• More than three quarters voted
in the last national election• More than half have contacted
an elected official to share their positions
• Political affiliation: Mostly Republican, Independent
• More than half are conservative leaning in their views
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Education Levels• 86% high school graduates• 45% have some college education
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Home Base• Majority have lived in same area for 11+ years• Most live in a more rural area• Most spend 100+ nights away from home• More than one third spend 200+ nights away from home• Majority (69%) on desktop computer, laptop or both• About three quarters own a firearm
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Quick Conclusions for End-User Marketing• Business owners– All would respond to cost reduction and savings
offset messaging and offers• Truck is their bread and butter– All know the importance of truck being
up and running, so proactive messaging should be highly effective• Male and independent– Most would likely respond to rugged
individualist and working man messaging• Politics and Military Service– Many would probably respond to patriotic
themed messaging• Computer owners-- Most can be marketed to via internet, email, and
other electronic means• Remote nature of work– Challenge to reach them on the road (email
addresses important)
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Quick Conclusions for Dealer/Service Provider Marketing• Dealers-- Need materials and training on cost-benefit sales
presentations and upselling at point-of-sale• Repair Providers– Need materials and training on preventative selling
at time of emergency and routine mechanical repairs• Financing Companies– Also need materials and training on cost-
benefit sales presentations and upselling at point-of-sale• Potential theme focus:
Protect the investment Be proactive regarding the inevitable repairs
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Thank You!This Slide Concludes This Review• For More Information, Please Contact George Sloane at:
• AnalyticDesignGuy.com website• LinkedIn• Twitter• Facebook• Google+• Slideshare• Goodreads
• Gmail: [email protected]• Phone: (203) 981-4488