Off-road products are a significant piece of the pickup accessorization market, the report said, with owners who describe their truck as an off-road vehicle tending to make more extensive modifications.
"When I say that 62% of late model pickup owners are engaged in this off-road category, that's not just people who are buying off-road parts, that's people who, even if they don't think of their truck as an off-road vehicle, are still getting off road on at least dirt and gravel, if not mud or even harder off-road challenges," Matt Kennedy, SEMA market research manager, said.
"That said, people who are making modifications to their pickup are a lot more likely to be buying parts that we might think of as being off-road-focused and that's going to be your off-road tires, your light bars, body protection, anything that we as an industry have developed as primarily, if not exclusively, to say this will help your truck get off road ...," he said.
"So there is absolutely an enthusiast off-road segment. But even for the folks who are just having a daily drive, a lot of them are still doing at least some off-roading on occasion. And so there's a potential need, a potential opportunity, to provide those products and either give them the look or the function for doing so."
When it comes to off-road tires, 6 percent of all pickup owners bought off-road tires while 22 percent of off-road pickup owners bought such tires, the report said.
"The market for off-road products extends beyond the off-road enthusiast as a sizable contingent don't take their truck over terrain more difficult than dirt or gravel, but they still want the option or at least the look," the report said.
About 35 percent of pickup owners view their vehicle as an off-road vehicle while 60 percent view their trucks as an outdoor recreation vehicle. About 64 percent said they have spent at least $2,000 on modifications.
Those modifications often allow them to more easily get anywhere, on or off the road, tow items or transport items.
Off-road travel may simply involve getting to an outdoor recreation activity, such camping, hunting, fishing or boating.
"Pickup owners in general are very much engaged in this outdoor recreation space. It's part of their lifestyle. A lot of them are getting out there and they're using their pickup," Kennedy said.
"Whether it's really a new phenomenon versus something that's just gotten a lot of buzz is up for debate. But what we do see is for the pickup owners in general, and especially for the real outdoor recreation truck guys, they want to get their pickup out there. They want to be able to use their truck to get them to where they can do the things they're passionate about. And we see that in terms of the gear that they own as well.
"When we look at the percentage of truck owners who have an ATV, a boat, a UTV, it's about half across the board. ... The guys who are really engaged and really use their pickup for the outdoor space are much more likely to have toys they want to carry in the bed or tow behind the vehicle."
Most (92 percent) pickup owners also use their trucks for travel, whether for a day trip or a road trip.