Unrivalled knowledge and reach within the UK motorcycle market…
Graham Oram, head of automotive research, gives an overview of the UK motorcycle market, and explains how Bauer can help you.
Did you know?
Bikers come in all shapes and sizes but are more likely to be up-market than the average – in fact they are 29% more likely to be in professional/managerial positions.
When thinking of buying a bike – buyers have an average of 5 different manufacturers in their consideration lists.
Although performance, design, technology and safety are all important when choosing a bike, reliability and build quality are the most important.
Source: TGI GB Dec 2023 , MCIA new registration data, Bauer Media research
Number of bikers
In Great Britain there are 1.3m registered motorcycles. Of these 54% are bikes with an engine size of 500cc+. The number of people owning a bike rose sharply in the 1990s and has been steady for the last 10 years.
Source: DVLA/DFT 2021
Changing demographic
With the growth in bikers in the 90s also came a change in demographic – bikers are now older than they were with a mean age now over 47 compared to mid 30s 20 years ago.
Source: TGI GB (1995/2023)
Types of bikes preferred
The change in demographic has resulted in changes in the styles of bike preferred. Since the late 90s there has been a slow but steady movement away from ownership of sports bikes and a movement towards naked and adventure style bikes. Evidence of this movement can be seen in both ownership and new registrations statistics.
Reasons for owning and riding motorcycles evolving
15-20 years go the motivations to own and ride bikes were far more about adrenalin and speed than they are now. Today’s motorcyclist still enjoys the thrill of riding but being a biker is now more about the escapism and freedom from everyday life that bikes offer.
Increased spending by more engaged bikers
The more active and engaged a biker is the more they spend on motorcycle related products and services. Spending by those with high levels of engagement are more than double annually than those less active.