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Motorcycles - US - December 2013

“After suffering a calamitous drop in sales during the recession, motorcycle sales are still in decline. The latest crises hitting the industry are more demographic than macroeconomic, with the motorcycle industry struggling with its dependence on an aging male client base. ”

– Colin Bird, Automotive Analyst

This report will look at the following areas:

  • The motorcycle industry must reach a younger audience or risk continuing declining sales
  • The motorcycle industry is overwhelmingly reliant on men, despite recent outreach to women

This report explores the motorcycle market in the US. It provides insight into the external and internal factors affecting motorcycle sales, consumption, and ridership trends and what they mean for future sales, promotional campaigns, and industry innovations.

The report focuses on the challenges of motorcycle manufacturers in reaching new first-time buyers who are younger, more urban, more racially diverse and include more women. Mintel also discusses varying perceptions of motorcyclists and motorcycling and whether certain basis or misconceptions are inhibiting new would be motorcyclists from making their first purchase. This report also delves into motorcycle ownership, uses of motorcycles, and who is primarily involved in the purchase of a motorcycle in a household.

For the purposes of this report, Mintel has used the following definitions:

A motorcycle is a two-wheeled or three-wheeled motorized vehicle capable of traveling faster than 30 mph. A scooter may be either a moped or a motorcycle depending on its size. A moped has an engine displacement not exceeding 100cc, no manual gearshift, and is capable of no more than 30 mph on a level surface.

For the purposes of this report, mopeds will not be covered, nor will there be explicit coverage of “step-through framed” scooters that classify as motorcycles.

The primary focus of this report is new domestic motorcycle sales and trends. Motorcycle market size figures throughout this report apply to new (not used) bikes unless otherwise stated. Estimates do not include “nonstore” (primarily defined as internet) sales.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations
              • Executive Summary

                • Overview
                  • The market
                    • Figure 1: Fan chart forecast of total U.S motorcycle sales, 2008-18
                    • Figure 2: Total US unit sales and forecast of motorcycles, by segment, 2008-13
                  • Market factors
                    • Figure 3: US population, by generation, 2012
                  • Key players
                    • Figure 4: Total US retail sales of motorcycles, by company, 2012
                  • The consumer
                    • About 8% of American adults have a motorcycle’s license, most are men
                      • Figure 5: Who has a motorcycle license, by gender, May 2012-June 2013
                    • Males 35-54 show highest motorcycle ownership
                      • Figure 6: Currently own a motorcycle, by gender and age, May 2012-June 2013
                    • Millennials much more influenced by popularity of the model compared to Boomers
                      • Figure 7: Importance of key motorcycle features, Millennials versus Boomers, October 2013
                    • Motorcyclists use bikes to socialize more so than to commute
                      • Figure 8: Most often performed activities with a motorcycle, October 2013
                    • Perception of danger lower among motorcyclists
                      • Figure 9: Perceptions of motorcyclists/motorcycling, October 2013
                    • Trikes and electric motorcycles hold distinct interest among motorcycle owners
                      • Figure 10: Perceptions of motorcycling, October 2013
                    • What we think
                    • Issues and Insights

                        • The motorcycle industry must reach a younger audience or risk continuing declining sales
                          • The issues
                            • The implications
                              • The motorcycle industry is overwhelmingly reliant on men, despite recent outreach to women
                                • The issues
                                  • The implications
                                  • Trend Applications

                                      • Trend: Prepare for the Worst
                                        • Trend: Greenfluencers
                                          • Mintel Futures: Access Anything, Anywhere
                                          • Market Size and Forecast

                                            • Key points
                                              • Motorcycle sales depression ongoing; now in its sixth year
                                                • Figure 11: Total US unit sales and forecast of motorcycles, 2008-18
                                              • Fan chart forecast
                                                  • Figure 12: Fan chart forecast of total U.S motorcycle sales, 2008-18
                                              • Segment Performance

                                                • Key points
                                                  • On-highway motorcycles losing market share, off-highway and dual-purpose rise
                                                    • Figure 13: Total US retail sales of motorcycles, by segment, at current prices, 2011 and 2013
                                                    • Figure 14: Total US unit sales of motorcycles, by segment, 2008-13
                                                  • On-highway bike sales perform more poorly than off-highway, dual-purpose
                                                      • Figure 15: Total US retail sales of on-highway motorcycles, at current prices, 2008-13
                                                    • Off-highway motorcycles see steady sales increases
                                                      • Figure 16: Total US retail sales of off-highway motorcycles, at current prices, 2008-13
                                                    • Dual-purpose allows durability for rugged urban streets, off-road terrain
                                                      • Figure 17: Total US retail sales of dual-purpose motorcycles, at current prices, 2008-13
                                                  • Market Drivers

                                                    • Key points
                                                      • Overall riders getting older, industry struggles to connect with youth, minorities, and women
                                                        • Figure 18: US population, by generation, 2012
                                                      • Real disposable income and consumer confidence impact motorcycle sales
                                                        • Figure 19: Real disposable personal income per capita (2009 adjusted dollars), 2008-13
                                                        • Figure 20: University of Michigan consumer sentiment, 2007-13
                                                    • Leading Companies

                                                      • Key points
                                                        • Harley-Davidson dominates market share
                                                          • Figure 21: Total US retail sales of motorcycles, by company, 2012
                                                        • Harley-Davidson Motor Company
                                                          • Yamaha Motor Corporation, U.S.A.
                                                            • Star Motorcycles
                                                              • Kawasaki Motors Corp., U.S.A.
                                                                • Honda Powersports
                                                                  • American Honda Motor Co. Inc.—Motorcycle Division
                                                                    • Suzuki Motor of America, Inc.
                                                                      • Suzuki Motor of America, Inc. MC/ATV
                                                                        • Bombardier Recreational Products & Vehicles (BRP)
                                                                          • Can-Am
                                                                            • Polaris Industries Inc.
                                                                              • Victory Motorcycles
                                                                                • Indian Motorcycles
                                                                                • Innovations and Innovators

                                                                                  • New bikes with automatic transmissions/antilock brakes targeted to novices
                                                                                    • Motorcycle makers targeting new bikes to urban buyers as form of transit
                                                                                      • Revival of storied Indian brand aimed at Harley-Davidson
                                                                                        • Enclosed motorcycles could take market in new direction
                                                                                          • Electric motorcycles
                                                                                          • Marketing Strategies

                                                                                            • Overview of the brand landscape
                                                                                              • Strategy: Reviving the brand
                                                                                                • BMW Motorrad
                                                                                                  • Figure 22: BMW Motorrad “Boots” TV Commercial, June 2013
                                                                                                • Indian Motorcycle
                                                                                                  • Figure 23: Polaris’ 2014 Indian Motorcycle line Print Ad, June 2013
                                                                                                • Strategy: Targeting a new market
                                                                                                  • Harley-Davidson
                                                                                                    • Figure 24: Harley-Davidson Street Glide Print Ad, December 2013
                                                                                                  • Ducati
                                                                                                    • Figure 25: Motocorsa’s Manigale calendar, November 2013 (1)
                                                                                                    • Figure 26: Motocorsa’s Manigale calendar, November 2013 (2)
                                                                                                  • Strategy: Beginner programs and incentives
                                                                                                    • Can-Am Spyder
                                                                                                      • Figure 27: Can-Am Pin Program, November 2013
                                                                                                    • Indian Motorcycle
                                                                                                      • Figure 28: Indian Motorcycle Assurance Program, November 2013
                                                                                                    • Harley-Davidson
                                                                                                      • Figure 29: Harley-Davidson Boot Camp, November 2013
                                                                                                    • Honda
                                                                                                      • Figure 30: Honda Training Video, November 2013
                                                                                                    • Strategy: Military support programs
                                                                                                      • Harley-Davidson
                                                                                                        • Figure 31: Harley-Davidson, Bikes Over Baghdad, January 2010
                                                                                                      • Strategy: Movie/Television tie-ins
                                                                                                        • Kawasaki
                                                                                                          • Can-Am Spyder
                                                                                                            • Figure 32: Can-Am Spyder Almost Human Hollywood Experience, November 2013
                                                                                                          • Harley-Davidson
                                                                                                            • Figure 33: Marvel’s Captain America: The Winter Soldier, November 2013
                                                                                                          • Strategy: Live events and rallies
                                                                                                            • Harley-Davidson
                                                                                                            • Social Media

                                                                                                              • Key points
                                                                                                                • Key social media metrics
                                                                                                                  • Figure 34: Key performance indicators, November 2013
                                                                                                                • Market overview
                                                                                                                  • Brand usage and awareness
                                                                                                                    • Figure 35: Brand usage and awareness of motorcycle brands, October 2013
                                                                                                                  • Interaction with brands
                                                                                                                    • Figure 36: Interaction with motorcycle brands, October 2013
                                                                                                                  • Online conversations
                                                                                                                      • Figure 37: Online mentions, selected motorcycle brands, by week, November 25, 2012-November 24, 2013
                                                                                                                    • Where are people talking about motorcycle brands?
                                                                                                                      • Figure 38: Mentions by page type, selected motorcycle brands, November 25, 2012-November 24, 2013
                                                                                                                    • What are people talking about online?
                                                                                                                      • Figure 39: Mentions by type of conversation, selected motorcycle brands, November 25, 2012-November 24, 2013
                                                                                                                    • Brand analysis
                                                                                                                      • Harley-Davidson Motorcycles
                                                                                                                        • Figure 40: Harley-Davidson Motorcycles key social media indicators, November 2013
                                                                                                                      • Key online campaigns
                                                                                                                        • What we think
                                                                                                                          • Honda Motorcycles
                                                                                                                            • Figure 41: Honda Motorcycles key social media indicators, November 2013
                                                                                                                          • Key online campaigns
                                                                                                                            • What we think
                                                                                                                              • Triumph Motorcycles
                                                                                                                                • Figure 42: Triumph Motorcycles key social media indicators, November 2013
                                                                                                                              • Key online campaigns
                                                                                                                                • What we think
                                                                                                                                  • Yamaha Motorcycles
                                                                                                                                    • Figure 43: Yamaha Motorcycles key social media indicators, November 2013
                                                                                                                                  • Key online campaigns
                                                                                                                                    • What we think
                                                                                                                                      • BMW Motorcycles
                                                                                                                                        • Figure 44: BMW Motorcycles key social media indicators, November 2013
                                                                                                                                      • Key online campaigns
                                                                                                                                        • What we think
                                                                                                                                          • Kawasaki Motorcycles
                                                                                                                                            • Figure 45: Kawasaki Motorcycles key social media indicators, November 2013
                                                                                                                                          • Key online campaigns
                                                                                                                                            • What we think
                                                                                                                                            • The American Motorcyclist

                                                                                                                                              • Key points
                                                                                                                                                • Some 8% of American adults have a motorcycle license, most are men
                                                                                                                                                  • Figure 46: Who has a motorcycle license, by gender, May 2012-June 2013
                                                                                                                                                • Who owns a motorcycle?
                                                                                                                                                  • Figure 47: Currently own a motorcycle, by gender, May 2012-June 2013
                                                                                                                                                  • Figure 48: Currently own a motorcycle, by age, May 2012-June 2013
                                                                                                                                                  • Figure 49: Currently own a motorcycle, by gender and age, May 2012-June 2013
                                                                                                                                                  • Figure 50: Currently own a motorcycle, by household income, May 2012-June 2013
                                                                                                                                                • Club/affiliation and work status of motorcycle owners
                                                                                                                                                  • Majority of motorcycle owners part of an affiliation, club, or union
                                                                                                                                                    • Figure 51: Club, veteran, labor union affiliations, and motorcycle ownership, by gender, May 2012-June 2013
                                                                                                                                                  • Majority of motorcycle owners work full time
                                                                                                                                                    • Figure 52: Employment status and motorcycle ownership, by gender, May 2012-June 2013
                                                                                                                                                • Motorcycle Purchase and Ownership

                                                                                                                                                  • Key points
                                                                                                                                                    • Motorcycle purchase
                                                                                                                                                      • Most motorcycles purchased used
                                                                                                                                                        • Figure 53: Motorcycles purchased new versus those that were purchased used, by age, May 2012-June 2013
                                                                                                                                                      • Among those with motorcycles, 30% own more than one
                                                                                                                                                        • Figure 54: Number of motorcycles owned, by gender, May 2012-June 2013
                                                                                                                                                        • Figure 55: Number of motorcycles owned, by household income, May 2012-June 2013
                                                                                                                                                      • Most recently purchased motorcycle a little over four years old
                                                                                                                                                        • Figure 56: When last motorcycle was purchased, by gender, May 2012-June 2013
                                                                                                                                                        • Figure 57: When last motorcycle was purchased, by household income, May 2012-June 2013
                                                                                                                                                      • Younger motorcyclists appear more active in the market
                                                                                                                                                        • Figure 58: When last motorcycle was purchased, by age, May 2012-June 2013
                                                                                                                                                      • Those with children purchased last bike more recently than those without
                                                                                                                                                        • Figure 59: When last motorcycle was purchased, by presence of children in household, May 2012-June 2013
                                                                                                                                                      • Size of motorcycle owned
                                                                                                                                                        • Majority of motorcycle owners own larger bikes
                                                                                                                                                          • Figure 60: Engine size of last motorcycle purchased, by gender, May 2012-June 2013
                                                                                                                                                        • Younger motorcycle owners own bikes with smaller displacement engines
                                                                                                                                                          • Figure 61: Engine size of last motorcycle purchased, by age, May 2012-June 2013
                                                                                                                                                        • Brands of motorcycle owned: Honda and Harley dominate
                                                                                                                                                          • Figure 62: Motorcycle brands currently owned, by gender, May 2012-June 2013
                                                                                                                                                          • Figure 63: Motorcycle brands currently owned, by age, May 2012-June 2013
                                                                                                                                                          • Figure 64: Motorcycle brands currently owned, by household income, May 2012-June 2013
                                                                                                                                                        • Involvement in the purchase process
                                                                                                                                                          • Figure 65: Involvement in the purchasing of motorcycle owned, by gender and age, October 2013
                                                                                                                                                      • Importance of Key Motorcycle Features

                                                                                                                                                        • Key points
                                                                                                                                                          • Reliability, performance, design most important attributes for those involved in motorcycle purchase
                                                                                                                                                            • Figure 66: Importance of key motorcycle features, October 2013
                                                                                                                                                          • Millennials more influenced by popularity of the model
                                                                                                                                                            • Figure 67: Importance of key motorcycle features, by generations, October 2013
                                                                                                                                                          • Antilock brakes more important to those with higher incomes
                                                                                                                                                            • Figure 68: Importance of key motorcycle features, by household income, October 2013
                                                                                                                                                        • Motorcyle Brands Most Often Ridden

                                                                                                                                                            • Key points
                                                                                                                                                              • Honda and Harley-Davidson most driven motorcycles
                                                                                                                                                                • Figure 69: Motorcycle brands most often ridden, October 2013
                                                                                                                                                              • BMW: brand most ridden among top earners
                                                                                                                                                                • Figure 70: Motorcycle brands most often ridden, by household income, October 2013
                                                                                                                                                              • Top brand ridden by Generation X and Baby Boomers is Harley-Davidson
                                                                                                                                                                • Figure 71: Motorcycle brands most often ridden, by generations, October 2013
                                                                                                                                                              • Younger Millennials drive Yamaha and Kawasaki most often
                                                                                                                                                                • Figure 72: Motorcycle brands most often ridden, Millennials by age versus non-Millennials, October 2013
                                                                                                                                                            • Most Often Performed Activities with a Motorcycle

                                                                                                                                                              • Key points
                                                                                                                                                                • Motorcycles used more for social and practical reasons
                                                                                                                                                                  • Figure 73: Most often performed activities with a motorcycle, October 2013
                                                                                                                                                                • Men more likely to use their motorcycles as form of transportation
                                                                                                                                                                  • Figure 74: Most often performed activities with a motorcycle, by gender, October 2013
                                                                                                                                                                • Millennials more likely to use motorcycles for sport
                                                                                                                                                                  • Figure 75: Most often performed activities with a motorcycle, by generations, October 2013
                                                                                                                                                              • Perceptions of Motorcyclists and Motorcycling

                                                                                                                                                                • Key points
                                                                                                                                                                  • Perceptions of a motorcyclist
                                                                                                                                                                    • Average adult views motorcycling as more dangerous than motorcycle owners
                                                                                                                                                                      • Figure 76: Perceptions of motorcyclists/motorcycling, all versus owners, October 2013
                                                                                                                                                                    • Motorcycle owners without children more likely to view motorcycling as independent
                                                                                                                                                                      • Figure 77: Perceptions of motorcyclists/motorcycling – own a motorcycle, by presence of children in household, October 2013
                                                                                                                                                                    • Older respondents more likely to see motorcycling as adventurous and independent
                                                                                                                                                                      • Figure 78: Perceptions of motorcyclists/motorcycling – own a motorcycle, by generations, October 2013
                                                                                                                                                                    • Attitudes to motorcycles and motorcycling
                                                                                                                                                                      • General populace more than twice as likely as owners to say motorcycles make too much noise
                                                                                                                                                                        • Figure 79: Perceptions of motorcycling, all versus owners, October 2013
                                                                                                                                                                      • Millennials are more likely to view motorcycles as expensive, less likely to see the benefit of full-protective body gear
                                                                                                                                                                        • Figure 80: Perceptions of motorcycling— own a motorcycle, Millennials by age versus non-Millennials, October 2013
                                                                                                                                                                      • Baby Boomers see the importance of protective gear and are more interested in three-wheeled motorcycles when compared to non-Boomers
                                                                                                                                                                        • Figure 81: Perceptions of motorcycling— own a motorcycle, Boomers versus non-Boomers, October 2013
                                                                                                                                                                    • Correspondence Analysis

                                                                                                                                                                      • Methodology
                                                                                                                                                                        • Baby Boomers more likely to view motorcyclists as “commuter” and “independent”
                                                                                                                                                                          • Millennials and Generation X have similar perceptions of motorcyclists as cool, laid back, and environmentalist
                                                                                                                                                                            • Figure 82: Perceptions of motorcyclists/motorcycling, by generations—correspondence analysis, December 2013
                                                                                                                                                                            • Figure 83: Perceptions of motorcyclists/motorcycling, by generations, December 2013
                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Hispanic motorcycle owners significantly more swayed by accessories and antilock brakes
                                                                                                                                                                              • Figure 84: Importance of key motorcycle features, by race/Hispanic origin, October 2013
                                                                                                                                                                            • Hispanics show higher ridership for BMWs and Suzukis
                                                                                                                                                                              • Figure 85: Motorcycle brands most often ridden, by race/Hispanic origin, October 2013
                                                                                                                                                                            • Hispanics that own motorcycles are…
                                                                                                                                                                              • … significantly more likely to view motorcyclists as aggressive or environmentalist
                                                                                                                                                                                • Figure 86: Perceptions of motorcyclists/motorcycling— own a motorcycle, by race/Hispanic origin, October 2013
                                                                                                                                                                              • … twice as likely to say motorcycles make too much noise compared to non-Hispanics
                                                                                                                                                                                • Figure 87: Perceptions of motorcycling— own a motorcycle, by race/Hispanic origin, October 2013
                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                              • The American motorcyclist
                                                                                                                                                                                • Motorcycle ownership
                                                                                                                                                                                  • Figure 88: Currently own a motorcycle, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                                                  • Figure 89: Currently own a motorcycle, by education, May 2012-June 2013
                                                                                                                                                                                • Incidence of motorcycling in past 12 months
                                                                                                                                                                                  • Figure 90: Incidence of motorcycling in past 12 months, by gender, May 2012-June 2013
                                                                                                                                                                                  • Figure 91: Incidence of motorcycling in past 12 months, by age, May 2012-June 2013
                                                                                                                                                                                  • Figure 92: Incidence of motorcycling in past 12 months, by race/Hispanic origin, May 2012-June 2013
                                                                                                                                                                                  • Figure 93: Incidence of motorcycling in past 12 months, by household income, May 2012-June 2013
                                                                                                                                                                                  • Figure 94: Incidence of motorcycling in past 12 months, by education, May 2012-June 2013
                                                                                                                                                                                  • Figure 95: Incidence of motorcycling in past 12 months, by presence of children in household, May 2012-June 2013
                                                                                                                                                                                • Motorcycle ownership and purchase
                                                                                                                                                                                  • Figure 96: Number of motorcycles owned, by education, May 2012-June 2013
                                                                                                                                                                                  • Figure 97: When last motorcycle was purchased, by marital status, May 2012-June 2013
                                                                                                                                                                                  • Figure 98: When last motorcycle was purchased, by parent/guardian, May 2012-June 2013
                                                                                                                                                                                  • Figure 99: Motorcycles purchased new versus used, by household income, May 2012-June 2013
                                                                                                                                                                                  • Figure 100: Engine size of last motorcycle purchased, by household income, May 2012-June 2013
                                                                                                                                                                                  • Figure 101: Decision maker for motorcycle purchase, by gender and age, May 2012-June 2013
                                                                                                                                                                                • Owns a motorcycle
                                                                                                                                                                                  • Figure 102: Owns a motorcycle, by gender, October 2013
                                                                                                                                                                                  • Figure 103: Owns a motorcycle, by household income, October 2013
                                                                                                                                                                                  • Figure 104: Owns a motorcycle, by race/Hispanic origin, October 2013
                                                                                                                                                                                  • Figure 105: Owns a motorcycle, by presence of children in household, October 2013
                                                                                                                                                                                • Importance of key motorcycle features
                                                                                                                                                                                  • Figure 106: Importance of key motorcycle features, by brand used or purchased in last 3 years, October 2013
                                                                                                                                                                                  • Figure 107: Importance of key motorcycle features, by gender and age, October 2013
                                                                                                                                                                                  • Figure 108: Importance of key motorcycle features, Millennials by age versus non-Millennials, October 2013
                                                                                                                                                                                  • Figure 109: Importance of key motorcycle features, Boomers versus non-Boomers, October 2013
                                                                                                                                                                                  • Figure 110: Importance of key motorcycle features, by marital status, October 2013
                                                                                                                                                                                  • Figure 111: Importance of key motorcycle features, by presence of children in household, October 2013
                                                                                                                                                                                • Motorcycle brands most often ridden
                                                                                                                                                                                  • Figure 112: Motorcycle brands most often ridden, by gender and age, October 2013
                                                                                                                                                                                  • Figure 113: Motorcycle brands most often ridden, by region, October 2013
                                                                                                                                                                                  • Figure 114: Motorcycle brands most often ridden, Boomers versus non-Boomers, October 2013
                                                                                                                                                                                • Most often performed activities with a motorcycle
                                                                                                                                                                                  • Figure 115: Most often performed activities with a motorcycle, by presence of children in household, October 2013
                                                                                                                                                                                  • Figure 116: Most often performed activities with a motorcycle, by region, October 2013
                                                                                                                                                                                  • Figure 117: Most often performed activities with a motorcycle, Boomers versus non-Boomers, October 2013
                                                                                                                                                                                  • Figure 118: Most often performed activities with a motorcycle, by brand usage, October 2013
                                                                                                                                                                                  • Figure 119: Most often performed activities with a motorcycle, Millennials by age versus non-Millennials, October 2013
                                                                                                                                                                                • Perceptions of motorcyclists/motorcycling
                                                                                                                                                                                  • Figure 120: Perceptions of motorcyclists/motorcycling, all versus motorcycle owners, by gender, October 2013
                                                                                                                                                                                  • Figure 121: Perceptions of motorcyclists/motorcycling, Boomers versus non-Boomers, October 2013
                                                                                                                                                                                  • Figure 122: Perceptions of motorcyclists/motorcycling, by household income, October 2013
                                                                                                                                                                                  • Figure 123: Perceptions of motorcyclists/motorcycling, Millennials by age group versus non-Millennials, October 2013
                                                                                                                                                                                  • Figure 124: Perceptions of motorcyclists/motorcycling— own a motorcycle, Boomers versus non-Boomers, October 2013
                                                                                                                                                                                  • Figure 125: Perceptions of motorcyclists/motorcycling— own a motorcycle, Millennials by age versus non-Millennials, October 2013
                                                                                                                                                                                  • Figure 126: Perceptions of motorcycling, by gender, October 2013
                                                                                                                                                                                  • Figure 127: Perceptions of motorcycling, by household income, October 2013
                                                                                                                                                                                  • Figure 128: Perceptions of motorcycling, by presence of children in household, October 2013
                                                                                                                                                                                  • Figure 129: Perceptions of motorcycling, by generations, October 2013
                                                                                                                                                                                  • Figure 130: Perceptions of motorcycling, Millennials by age versus non-Millennials, October 2013
                                                                                                                                                                                  • Figure 131: Perceptions of motorcycling, Boomers versus non-Boomers, October 2013
                                                                                                                                                                                  • Figure 132: Perceptions of motorcycling, by presence and number of children in household, October 2013
                                                                                                                                                                                  • Figure 133: Perceptions of motorcycling— own a motorcycle, by region, October 2013
                                                                                                                                                                                  • Figure 134: Perceptions of motorcycling— own a motorcycle, by household income, October 2013
                                                                                                                                                                                  • Figure 135: Perceptions of motorcycling—own a motorcycle, by brand usage, October 2013
                                                                                                                                                                                • Race and Hispanic origin
                                                                                                                                                                                  • Figure 136: Perceptions of motorcyclists/motorcycling, by race/Hispanic origin, October 2013
                                                                                                                                                                                  • Figure 137: Perceptions of motorcycling, by race/Hispanic origin, October 2013
                                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                  • Figure 138: Brand usage or awareness, October 2013
                                                                                                                                                                                  • Figure 139: Harley-Davidson motorcycles usage or awareness, by demographics, October 2013
                                                                                                                                                                                  • Figure 140: Yamaha motorcycles usage or awareness, by demographics, October 2013
                                                                                                                                                                                  • Figure 141: BMW motorcycles usage or awareness, by demographics, October 2013
                                                                                                                                                                                  • Figure 142: Triumph motorcycles usage or awareness, by demographics, October 2013
                                                                                                                                                                                  • Figure 143: Kawasaki motorcycles usage or awareness, by demographics, October 2013
                                                                                                                                                                                • Activities done
                                                                                                                                                                                  • Figure 144: Activities done, October 2013
                                                                                                                                                                                  • Figure 145: Harley-Davidson motorcycles—activities done, by demographics, October 2013
                                                                                                                                                                                  • Figure 146: Harley-Davidson motorcycles—activities done, by demographics, October 2013
                                                                                                                                                                                  • Figure 147: Yamaha motorcycles—activities done, by demographics, October 2013
                                                                                                                                                                                  • Figure 148: BMW motorcycles—activities done, by demographics, October 2013
                                                                                                                                                                                  • Figure 149: Triumph motorcycles—activities done, by demographics, October 2013
                                                                                                                                                                                  • Figure 150: Kawasaki Motorcycles—activities done, by demographics, October 2013
                                                                                                                                                                                • Online conversations
                                                                                                                                                                                  • Figure 151: Online mentions, selected motorcycle brands, by week, November 25, 2012-November 24, 2013
                                                                                                                                                                                  • Figure 152: Mentions by page type, selected motorcycle brands, November 25, 2012-November 24, 2013
                                                                                                                                                                                  • Figure 153: Mentions by type of conversation, selected motorcycle brands, November 25, 2012-November 24, 2013
                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • American Honda Motor Co., Inc.
                                                                                                                                                                                • BMW of North America, LLC
                                                                                                                                                                                • Ducati
                                                                                                                                                                                • Harley Davidson, Inc
                                                                                                                                                                                • Kawasaki
                                                                                                                                                                                • Suzuki Motor Corporation
                                                                                                                                                                                • Triumph Motorcycles Ltd
                                                                                                                                                                                • Yamaha Corporation

                                                                                                                                                                                Motorcycles - US - December 2013

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