This document provides statistics and information about owner-operator/independent truck drivers in the United States. It finds that there are approximately 350,000-400,000 registered owner-operators who mostly drive over 100,000 miles per year alone. The average age is 55 years old with 26 years of industry experience. Most own older trucks that are paid off and put over 14,000 miles of annual maintenance. While mostly male, Caucasian, and over 220 pounds, over a third exercise regularly. Politically, over half identify as Republican or Independent. The document concludes with recommendations for marketing to this demographic, focusing on cost savings, preventative maintenance, and patriotic or rugged individualist themes.

1. Owner-
Operator/Independent
Truck Drivers
Assorted Facts, Statistics, and Quick Conclusions
Deck Prepared by George Sloane

2. 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
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
2

3. 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
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
3

4. 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
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
4

5. 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
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
5

6. 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
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
6

7. Education Levels
• 86% high school graduates
• 45% have some college education
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
7

8. 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
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
8

9. 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)
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
9

10. 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
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
10

11. 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: gsloane.business@gmail.com
• Phone: (203) 981-4488
Owner-Operator/IndependentTruckDrivers
GeorgeSloane
11