Do men buy a motorcycle to help them cope with mid-life crisis? Bennetts, the bike insurers, commissioned independent research to find out and from the 1001 men quizzed, six out of ten aged 40-55 admitted to having had or were currently experiencing a mid-life crisis. It gets better! Nearly three-quarters of men between 16 and 70 owned up to “life review or transition experiences”. Roughly translated, that means they are as pissed off as the rest of us!
And it gets better still! The research shows that a third of males who owned motorcycles bought them to help cope with mid-life crises. Only thirteen per cent of bikers said that owning a bike had not helped them overcome their problem.
Bennetts’ customer data shows that sports bikes are currently the biggest purchase of choice among men from the ages of 16 to 54, whilst from 55 upwards the roadster becomes a more popular buy.
How this research helps dealers’ showroom sales staff is hard to say. Maybe Saatchi and Saatchi (or similar) could use it in a campaign to help get more customers in front of said showroom sales staff!