Preliminary Data From 2008 MIC Owner Survey Suggests More Women Riders and More Two-Wheeling for Transportation IRVINE, Calif. 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 percent increase in the percentage of female owners, compared to 2003. That last survey found that 9.6 percent of owners were women. Over the first nine months of 2008, the number had grown to 12.4 percent. 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. Among these and other findings, the 2008 MIC Owner Survey will reveal: – The number of owners and operators of motorcycles and ATVs – Demographics such as age, gender, ethnicity, occupation and income – What types of bikes are the most popular – How much owners ride their machines – How much owners are customizing their machines – Attitudes toward riding, among owners and non-owners – Reasons why non-owners don’t ride The survey also will inform MIC members about how the powersports landscape has changed in the last five years. Trends will be uncovered by comparing the 2008 findings with the surveys from 1998 and 2003. 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. Using the Web reduces costs, increases speed, and will make it possible to survey owners more frequently. The Motorcycle Industry Council is a not-for-profit, national trade association representing manufacturers and distributors of motorcycles, scooters, motorcycle/ATV parts and accessories, and members of allied trades, located in Irvine, Calif.