New Motorcycle/ATV Owner Survey

Nov. 18, 2004 - The Motorcycle Industry Council has announced the release of its newest Motorcycle/ATV Owner Survey, which is widely regarded as the powersport industry’s most comprehensive resource for information on motorcycle ownership, usage, demographics, and trends.

"This is essentially our industry’s census for motorcycles," said MIC President Tim Buche. "By examining owner profiles and buying patterns, we’re able to identify significant trends, and our member companies put that information to practical use in their day-to-day business strategies - all of which contribute to the industry’s continuing growth and prosperity."

Key findings of the new Motorcycle/ATV Owner Survey include:

• Motorcycles are more mainstream than ever. Since 1998, there has been a 34 percent increase in the number of motorcycles - estimated to be about 8.8 million motorcycles - in use in the United States.
   
• Women are increasingly becoming part of the motorcycling landscape. Female motorcycle ownership is up to nearly 10% of the total motorcycle owner population. The percent of female ownership increased from 6.4 percent in 1990 to 9.6 percent in 2003.
   
• The median household income of owners exceeds that of the U.S. population as a whole.
   
• More than half of motorcycle owners are married.
• More people on two wheels than ever before. 24 million people in the United States rode a motorcycle at least once in 2003.
   
• Of all the motorcycles in use in 2003, 43% were purchased new, up from 33% in 1998.
   
• More motorcyclists today have college degrees and work in "white collar" jobs. The median age of today’s rider is 42, up from 38 in 1998. 29% of today’s riders have college degrees, compared to 23% in 1998.
   
• Sportbike owners spend significantly more on aftermarket purchases, including tires, repairs and maintenance, replacement parts, accessories and modifying equipment, and riding apparel.

The report is based on a national telephone survey conducted on behalf of the MIC by Irwin Broh & Associates. The firm surveys 2,000 households that own motorcycles/ATVs and 2,000 non-owning households. Trends are identified by comparing this year’s data with that of surveys conducted in 1998, 1990, 1985, and 1980. The current report reflects information gathered over 12 months, from October 2002 through September 2003.

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