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Demographics For Women Riders:
- Age: 35-54
- 66% married
- 78% have taken a motorcycle safety course
- 37% are college graduate or higher
- Many have friends or family members who are existing riders
- Into the social aspect of life: friends, family, community, camaraderie
- Many enjoy periodic moments of escape to relieve stress
- Some are looking at riding as a way to make a closer connection to their riding family members
Activities: Many enjoy outdoor activities, such as camping or fishing, or active sports, like Road or Mountain Biking, participating in organized Runs or Walks, Horseback riding, Hunting, Target Shooting, ATV/4-wheeling, Music
Interests: Broad spectrum of musical interests, depending on age and attitude. Many like rock, country, some pop or alternative.
Attitudes:
- Highly independent, confident “do your own thing” individuals
- Seeking new challenges or changes, especially ones that buck traditional gender stereotypesand provide sense of accomplishment.
- Work hard, are driven to succeed and have great pride in what they do.
- Vehicles are reflections of personality, customization is key to individualistic expression
- Some buy after life-changing experiences: turning 40 or 50, getting divorced, illness/accident survivor, empty-nesters.
- Have an evolved sense of femininity, are empowered by choice to dress up or down, ride with the boys, or the girls.
- They value others but also themselves.
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