Next Generation
As with any “generational change”…..things change. The interest, music, lifestyle, priorities, communications, etc. The same can be said with the motorcycle industry. The 50’s had the rough homemade “motorbikes” soldiers made after coming home from the war. The 70’s had motocross and choppers made from honda/harley/bsa and ridden everyday. The 80’s had the influx of crotch rockets, road racing and the start of “touring” bikes. The 90’s and early 2000’s had the billet and trailer queens. Now we’re facing the “Next Generation” (people under 35 yrs old) of riders (and builders) that have a passion for building utilitarian bikes that are aesthetically pleasing, mechanically sound and unique. If you want a visual of this group check out the “Limpnickie Lot” group. This next generation demographic is something that the major manufactures, whether they are motorcycle related or not, are having to get their heads around. At a recent panel discussion at the Easy Rider V-Twin conference in Cincinnati, Guilt Customs was fortunate enough to be a panelist (along with some industry legends) addressing “Marketing to the Next Generation“. While we won’t give all the data that we presented, here is a look at this “Next Generation”.
37% minority
49.3 million people make up this group
$1.4 trillion buying power
62% are married
29.7 million are parents
81% are employed full time
36% invest in stocks/options
30% of the internet using population
19 hours. Is what they spend engaged in some form of media every day
59% send instant messages
67% use social networking sites
72% watch videos online
43% read blogs
20% create blogs
10% visit a “virtual†world
8% are divorced
