► Motorcycle News 2010
2010 J.D. Power Helmet Satisfaction Study
Text Courtesy J.D. Power.
Edited by webBikeWorld.com
Highly Satisfied Motorcycle Helmet Owners Are Notably
More Likely to
Repurchase the Same Helmet Brand
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Helmet Reviews and Information
May 30, 2010 - Highly
satisfied motorcycle helmet owners are approximately 10
times more likely to repurchase the same helmet brand
compared with owners with lower levels of satisfaction,
according to the most recent J.D. Power and Associates 2010 U.S.
Motorcycle Helmet Satisfaction Study.
The study finds that brand loyalty is tied directly
to owner satisfaction, as 41% of highly satisfied
motorcycle helmet owners indicate they "definitely will"
repurchase the same brand ("Highly Satisfied" customers
are defined as giving satisfaction scores averaging
higher than 900 on a 1,000-point scale).
only 4% of helmet owners who are
dissatisfied (satisfaction scores averaging lower than
550) say the same.
"As new-motorcycle sales have declined considerably
during the past few years, the market for motorcycle
helmets has also dwindled," said Todd Markusic, senior
director of the powersports practice at
J.D. Power and Associates.
"As a result, it's more
important than ever for motorcycle helmet manufacturers
to ensure their current customers are highly satisfied,
increasing the likelihood that they'll return to the
brand the next time they are in the market for a new
"Since owners typically replace their helmets
every three to four years, fostering customer loyalty
may bring substantial benefit to the bottom line for
Regardless of the actual price paid for a new helmet,
motorcycle owners who are highly satisfied with their
helmet also say they believe they received a great
Overall, 57% of highly satisfied helmet
owners rate the value for the price they paid as
"outstanding," while only 4 percent of those with low
satisfaction indicate the same.
"In addition, satisfaction levels tend to rise as the
price of the helmet increases," said Markusic. "Quite
simply, motorcycle helmets appear to be a product where
you truly get what you pay for, in terms of comfort and
The study measures overall satisfaction of
motorcyclists with their new helmet in three key
factors: ventilation, face shield, and design and
These three factors are comprised of 11
attributes: quietness; ventilation/air flow; de-fogging
performance; face shield ability to keep wind out; face
shield ability to resist scratching; ease of replacing
face shield; scratch resistance of shell; color/graphic
design; weight; ease of fastening the strap; and fit and
Arai, Shoei and Icon
Arai ranks highest in customer satisfaction for a
12th consecutive year with a score of 836 and performs
particularly well across nearly all measures. Shoei
follows in the rankings with 827, while Icon ranks third
Overall industry satisfaction averages 784 in 2010,
up 18 points from 2009 -- the highest level since the
study's inception in 1999.
This improvement in
satisfaction is driven mainly by increases in
satisfaction with ventilation/air flow; fit and comfort;
color/graphic design; and scratch resistance of shell.
Harley-Davidson has improved considerably, up 25 points
from 2009, because of increases in satisfaction with
ventilation/air flow; fit and comfort; and color/graphic
Despite ranking below the industry average, Bell and
Fulmer also improved notably-up 55 points and 39 points,
respectively, from 2009 (see graphic below).
The 2010 U.S. Motorcycle Helmet Satisfaction Study is
based on responses from more than 4,800 purchasers of
new 2009 model-year motorcycles who provided information
about their most recent helmet purchase experience and
helmet use. The study was fielded August through October
About J.D. Power and Associates
Headquartered in Westlake Village, Calif.,
and Associates is a global marketing information
services company operating in key business sectors
including market research, forecasting, performance
improvement, web intelligence and customer satisfaction.
The company's quality and satisfaction measurements are
based on responses from millions of consumers annually.
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