2008 Motorcycle Owner Survey
Text: MIC press release, edited by
webBikeWorld.com
Motorcycle Owner
Survey
May 21, 2009 - The Motorcycle Industry Council today
released the results of their 2008 U.S. motorcycle owner
survey.
The report, entitled "Motorcycling in America Goes
Mainstream" is bylined "The Industry’s Census Shows More
Riders, More Households, More Women
and More Young Buyers"
Here is the press release from the Motorcycle
Industry Council:
Motorcycling is growing and rapidly becoming more
mainstream at the start of the new millennium, says the
latest census of two-wheeling.
The number of American households that own
motorcycles jumped 26 percent from 2003 to 2008, while
the overall number of U.S. households increased roughly
5 percent.
During the same period, the motorcycle population
grew 19 percent while the U.S. population rose by about
5 percent.
These are some of the findings of the latest
Motorcycle Industry Council Owner Survey, the powersport
industry’s most comprehensive resource for information
on U.S. motorcycle ownership, usage, demographics and
trends.
Motorcycling is changing with the times and along
with millions more riders there are increasing
percentages of women and younger riders and a shift
toward riding to get around, not just to have fun.
“Motorcycling is playing a bigger role in our
fast-changing world and many of the trends we were
hoping to see some twenty years ago have become
reality,” said MIC President Tim Buche.
“Household penetration over the past five years has
increased by 1,516,610 individuals or 20%. As an
activity, a form of transportation or a lifestyle,
motorcycling still has tremendous room for growth, but
two-wheeling has made significant inroads among various
key demographics and is a larger part of American
culture than ever.”
Key findings of the new Motorcycle/ATV Owner Survey
include:
1. Motorcycles are More Mainstream
Since 2003, the number of motorcycles owned and used
in America grew 19 percent to approximately 10.4
million.
Continuing a trend, that was a 58 percent increase
since 1998, estimated then at 6.6 million. To
imagine motorcycling today, picture a population greater
than that of New York City (the residents of Moscow,
Seoul or the entire state of Michigan) all on two
wheels.
An estimated 25 million people swung a leg over a
bike and rode last year. That’s a 7 percent
increase, from 2003, in the number of Americans who ride
but may or may not own motorcycles.
2. Women and Motorcycling
Female ownership of motorcycles crossed the 10-percent
mark, increasing from 9.6 percent in 2003 up to 12.3
percent in 2008.
Younger generations have even more female riders;
some 15 percent of Gen X motorcycle owners are women,
and for Gen Y, it’s 14 percent. Among Gen Xers,
women more than doubled their presence since 1998.
Maybe most impressive, women accounted for 23
percent, or 5.7 million, of the 25 million Americans who
rode a motorcycle last year. It’s not just a guy
thing anymore, and greater acceptance among women means
greater acceptance among key influencers of household
spending decisions.
3. A New Generation is Riding
In 2003, Baby Boomer riders outnumbered Gen Y
motorcyclists almost four to one. But Gen Y
motorcycle ownership grew 62 percent since 2003, putting
the current ratio of Baby Boomers to Gen Y at two to
one.
While 50 may be the new 30, the industry recognizes
the importance of engaging younger customers as
long-time riders begin to age out of motorcycling.
4. Motorcyclists Make More Money
While owning a motorcycle is much more affordable in
many ways compared to having a car, the median household
income of motorcycle owners exceeds that of the average
American. Two-wheel households average $59,290
while the U.S. average is $50,233.
5. Motorcyclists Have More New Bikes
Along with the general rise in motorcycle interest over
the past five years, demand for the latest and greatest
bikes increased. Of all motorcycles in use in
2008, 46 percent were purchased new, up 7 percent since
2003.
The average age of motorcycles is dropping as new
styles and designs attract younger customers. Each
year for the past six years, sales of new motorcycles
and scooters topped one million units. That’s a record
run for seven-figure sales numbers.
6. Sport Bikes Rule With Gen Y
Half of boomer motorcyclists surveyed ride traditional
cruisers. But among Gen Y motorcyclists, modern,
high-tech sport bikes lead the way with 30 percent of
those riders. Bikes that look like they came from
the 1950s are giving way to bikes that are futuristic
among young buyers.
7. Transportation. Not Just Recreation
Motorcycling for Americans has primarily been about
recreation and the pure joy of riding. But among
the reasons given for motorcycling, transportation
climbed to second place in the 2008 survey, now ahead of
short-distance touring. It may be due to fuel
prices, environmental concerns, convenience, or a
combination of reasons.
8. Experience Counts
Test rides moved to the top spot as the most important
factor in the decision to buy a particular motorcycle.
Dealership visits, advice from family and friends,
magazine editorial and product reviews and the Internet
are also important influencers. Experiencing the
ride is now more important than traditional marketing
tools such as magazine advertising, radio and TV and
trade shows.
9. Touring and Sport Riders Spend the Most Money
Compared to other motorcyclists last year, touring
owners spent significantly more on aftermarket
purchases, including tires, repairs and maintenance, and
replacement parts and accessories – an average of $620
per year.
Demonstrating a strong interest in gear, sport bike
riders spent more on apparel than any other segment – an
average of $578 per year.
10. Acceptance Among Non-Owners Holding Steady
A quarter of non-owners surveyed in 2008 have a positive
attitude toward motorcycles, with another 33 percent
being neutral. As in 2003, more than half the
non-owning population has a neutral or positive attitude
toward motorcycles, demonstrating there is still much
room for even more market growth.
“The 2008 survey reveals that motorcycling is
continuing to become more mainstream in America,” Buche
said.
“Back in 1992, right as motorcycling started trending
upward, Americans only bought 278,000 new bikes.
Times have changed, we’ve sold more than a million each
year for the past six, and two-wheeling may have a
bigger role in the future of American mobility than we
can imagine.”
Survey Background
The Owner Survey, which is among the MIC’s most popular
membership benefits, is provided at no charge to member
companies: manufacturers and distributors of
motorcycles, scooters, motorcycle/ATV/ROV parts and
accessories, and members of allied trades such as
publishing companies, advertising agencies, insurance
firms and consultants.
The MIC will issue news releases, special reports and
participate in media interviews using information from
the report throughout the year.
“The survey gives us great information, improves our
understanding and helps sharpen the focus of our
approach to the market,” Buche said. “It
identifies significant trends as well as owner profiles
and buying patterns. This is information our member
companies can utilize to fine-tune their business
plans."
Data in the 2008 MIC Motorcycle/ATV Owner Survey
Summary Report is based solely on responses from owners,
riders and non-owners who responded via an online
national panel. The panel was balanced to
represent all U.S. households in age, income, ethnicity,
geography, household and market size to ensure that the
data are statistically sound and projectable.
The target sample size for owner/riders was 2,000 and
1,500 for non-owners. For households that own more
than one vehicle, a random selection was used to select
an individual vehicle for detailed questioning. Ideally,
the primary rider was interviewed.
Similar surveys were conducted in 1975, 1980, 1985,
1990, 1998 and 2003, and the 2008 version was developed
on that knowledge base. The survey was conducted
in four quarterly waves in order to eliminate seasonal
bias.
The major difference between the 2008 survey,
compared to previous surveys, is that it was conducted
via the Internet, while previous surveys were conducted
by phone.
The Motorcycle Industry Council exists to preserve,
protect and promote motorcycling through government
relations, communications and media relations,
statistics and research, aftermarket programs,
development of data communications standards, and
activities surrounding technical and regulatory issues.
It is a not-for-profit, national trade association
representing manufacturers and distributors of
motorcycles, scooters, motorcycle/ATV/ROV parts and
accessories, and members of allied trades such as
publishing companies, advertising agencies, insurance
firms and consultants.
The MIC is headquartered in Irvine, Calif., with a
government relations office adjacent to Washington, D.C.
First called the MIC in 1970, the organization has been
in operation since 1914.
NOTE: webWorld International, LLC the owner and
manager of webBikeWorld.com, is a member of the
Motorcycle Industry Council.
