Allstate Survey Offers Surprises, Insight into Who's Behind the Helmet
July 16 2008 - 10:01AM
Business Wire
Virtually all hardcore riders answered they would give up their
spouse or significant other before their motorcycle, according to
the recent results of a consumer study commissioned by Allstate
Insurance Company. Also, riders across all classifications were
twice as likely to give up their television sets before their
motorcycles � a testament to the passion many Americans feel for
their bikes and riding. These and other insights were revealed in
an online survey of 500 male bikers nationwide, weighted to
represent the total population and commissioned by the Northbrook,
Illinois-based insurer earlier this year. Allstate developed the
study to stay current about changing demographics and interests of
those who ride motorcycles. �Similar to car enthusiasts, millions
of Americans invest significant time, energy and money to celebrate
their love of motorcycles,� said Jeff Deigl, assistant vice
president, specialty product lines for Allstate. �It�s important to
constantly update our understanding of who�s out there riding and
what�s important to them. After all, we don�t just protect the bike
� we protect the rider, as well.� Who I am and What I Ride
Participants had the opportunity to identify their �biker
classification� as a Sports Bike Enthusiast, Stressed Out
Executive, Hardcore Biker or Weekend Warrior � which led the field
with a 31 percent response rate. The majority of the participants
who could not identify their classification labeled themselves as
Baby Boomer Riders. Among the riders surveyed, Harley Davidson drew
the highest number of clicks when participants named which makes of
motorcycles fill their garages. Thirty-five percent of participants
own at least one Harley and spend an average of $20,600 for the
bike. An additional $2,250, on average, is spent for accessories.
Honda emerged as the runner-up with 30 percent of participants
owning at least one. How Much I Ride and Why Allstate�s study found
that seven in 10 bikers ride at least once a week, including almost
45 percent of the participants who ride several times a week. So,
bikers are loyal to their passion, but why? Provided a long list of
reasons to ride, bikers rallied around the idea of �riding is more
fun� as their most common answer with 78 percent agreeing. �The
feeling of freedom�, �the way it makes them feel� and �to relieve
stress� also produced high results � all reaching more than 300
clicks. In a nod to rising gas prices, 63 percent of respondents
named �the fuel economy� as a top reason why they ride. Where to
Find Me Motorcycles allow their owners to socialize in a number of
different outlets. Bikers unite at rallies and local clubs,
philanthropic rides and around the water cooler with one
commonality � their love of riding. More than half of participants
attend rallies, including one of the most well-known rallies � the
Sturgis Motorcycle Rally, which topped the attendance list, and the
Daytona Beach, Fla. rallies (Bike Week and Biketoberfest). One in
five bikers belongs to a riding club, which predominantly consists
of Hardcore Bikers. Even more riders participate in charity rides,
including a �Ride for Life� event � typically to support a cure for
a disease or other common cause. Two-thirds of bikers ride to work,
taking advantage of the parking incentive motorcycles present. Not
only can you find bikers atop their ride, half of the surveyed
participants � most of whom are Hardcore Bikers � ride with their
spouse or significant other. Ultimate Road Songs As motorcycles
continue to have an established presence in American culture with
more than 6 million registered bikes, one thing is clear � bikers
continue to live with the attitude they were �Born to Be Wild,� the
most popular song among survey participants. Below is a top five
countdown, beginning with the most popular, of cruising music,
selected by surveyed respondents. 1. �Born to be Wild,� Steppenwolf
2. �Radar Love,� Golden Earring 3. �Take it Easy,� the Eagles 4.
�Born to Run,� Bruce Springsteen 5. �Freebird,� Lynyrd Skynyrd
Something for a Rainy Day To satisfy a biker�s daily fix � whatever
their classification may be � for anything and everything
motorcycles, Allstate designed allstategarage.com, a site that
features specific elements, including: �Plan a Ride,� which uses
the most up-to-date satellite imaging and mapping software from
Google. This feature allows riders to create their own routes,
chose from a list of scenic rides or check out what fellow riders
have posted as their favorites. �Build a Bike,� a 12-step process
that allows enthusiasts to pick from various parts, accessories and
paint colors to create their own bike. �Calendar,� featuring
upcoming national and local events. �Garage TV,� a tool that
incorporates professional mechanics giving tutorials on many
different safety concerns for motorcycles. �Get a Quote� and �Find
an Agent� features, which enable site visitors to enter information
online for a quote or locate a nearby Allstate agent. �Motorcycle
Coverage,� which provides the ability to research various coverage
options and features. �Safety Tips,� which provides checklists and
safety reminders. To learn more or to locate an agent near you,
visit allstategarage.com or call 877-BIKE-303. About Allstate The
Allstate Corporation (NYSE:ALL) is the nation�s largest publicly
held personal lines insurer. Widely known through the �You�re In
Good Hands With Allstate�� slogan, Allstate helps individuals in
approximately 17 million households protect what they have today
and better prepare for tomorrow through approximately 14,900
exclusive agencies and financial representatives in the U.S. and
Canada. Customers can access Allstate products and services such as
auto insurance and homeowners insurance through Allstate agencies,
or in select states at allstate.com and 1-800 Allstate�. Encompass�
and Deerbrook� Insurance brand property and casualty products are
sold exclusively through independent agents. The Allstate Financial
Group provides life insurance, supplemental accident and health
insurance, annuity, banking and retirement products designed for
individual, institutional and worksite customers that are
distributed through Allstate agencies, independent agencies,
financial institutions and broker-dealers. About the Study Method:
Descriptive Attitude and Usage survey conducted online Sample: The
survey was deployed to MarketTools ZoomPanel and targeted
motorcycle owners N=500 males who personally own a motorcycle
Screening Qualifications: Own a motorcycle Age 18 or older
Household income of $50,000 or more. Security and past
participation Field Dates: March 26 � March 30, 2008
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