More women on the road

From the Motorcycle Industry Council

IRVINE, CA – Preliminary data collected by the ongoing 2008 Motorcycle Industry Council Owner Survey suggests that more Americans are riding for transportation, not just recreation, and that a greater percentage of women are taking to two-wheeling.

This year’s “census of motorcycling,” last conducted in 2003, is only three-quarters complete and will not be finalized until March. But the survey already is providing indications of trends among customers, their reasons for riding, what they are riding, plus a look at the new demographics of American motorcyclists.

“Final figures will have to wait until the MIC Owner Survey is complete,” said Cam Arnold, MIC vice president of communications. “The survey began in January and will end in December. However, we are getting indications from the preliminary results that some of the market trends we have been noting anecdotally will be confirmed. We look forward to unveiling all the completed data in spring.”

Through the first three quarters of 2008 the survey was finding a 29% increase in the percentage of female owners, compared to 2003. That last survey found that 9.6% of owners were women. Over the first nine months of 2008, the number had grown to 12.4%.

Like the survey from five years ago, the preliminary 2008 findings suggest that pure pleasure was the No. 1 reason for riding motorcycles. However, commuting/errands is currently in second place in this year’s survey, up from third place in 2003. With fuel prices dramatically lower during the first part of the fourth quarter this year, compared to summer, this figure, like all the others, may vary after the survey ends this month.

Two age indicators were headed in positive directions for the industry, through the first nine months of the survey. The average age of owners appears to be leveling off. In 1990, it was 32. In 1998, it was 38. In 2003, it was 41. The preliminary number for 2008 is only one year older at 42.

Also, the survey is currently finding that there’s an increased tendency to buy new motorcycles. The average age of the motorcycle has declined, from a peak of 13.2 years in 1998, to 11.7 years in 2003, and to 10.8 years so far in 2008.

Pacific Marketing Research, of Los Angeles, is conducting the study. This is the first time that the MIC Owner Survey is being done over the Internet, instead of through random phone calls.