White-collar bikers match the stereotypeA recent survey carried out by the University of Strathclyde in cooperation with motorcycle accessories manufacturer Scottoiler analysed the stereotype of bikers amongst white-collar motorcyclists.
Motorbikers have been a target of stereotypes since ‘Easy Rider’ and are often portrayed in modern media as fierce freedom seekers, and drop outs of modern society. According to this popular image ‘bikers’ are wearing leathers and listen to rock music, like their bikes fast and their women loose. However studies show a strong increase in the number of white-collar bikers that are now looking for the thrill and the lost adventure in their lives. The adventure they missed out on in their twenties when they were too focused on studying and developing careers
Matthias Ennen from the University of Strathclyde said “We wanted to test the idea that the modern biker no longer meets the classic stereotype, so we asked ourselves how white-collar bikers would see themselves. Would they match the stereotype and prefer biking over anything else?”
White-collar workers from the US, UK and Germany were confronted with the traditional stereotype and asked to decide on their preference between motorbikes and a number of alternatives such as babies, puppies or Christmas with the family.
The results show that even among the white-collar bikers, the old stereotypes remain strong with the majority of male participants preferring women to biking (66%). In all other cases the overwhelming majority of bikers preferred biking to any other alternative. Only 29% of the participants would rather spend Christmas with the family than being on a bike. Runner ups are a cosy night in front of a fireplace or a romantic sunset (both 25%).
Matthias Ennen said: “I was really surprised by the results. Especially because motorbikes are a hobby for most of the participants I would have expected different priorities. Also the average age is 48 which suggests that most participants would have kids themselves and would value family related activities higher”.
However whilst the male reaction could have been expected, answers by female participants raise new questions. Female bikers have an even higher tendency to choose biking over other activities than their male colleagues. Whilst almost half of all the men surveyed value time with their kids as being almost as important as biking, only 1 in 8 female bikers would prefer the alternative to motorcycles. Even more remarkable: none of the women surveyed would choose spending time with their newborn over going for a ride compared to 27% of their male counterparts.
The survey reinforces the marketing adage that ‘sex sells’ amongst men and paints a new image of female bikers, one which would see them prefer to go for a ride on their bike than spend time with their kids. A surprising insight into the modern bikers psyche even amongst white-collar motorcyclists.
If you would like more information about this topic please contact Mr Ennen at Matthias.Ennen@strath.ac.uk or visit www.scottoiler.com/uk/news
Scottoiler, 2 Riverside, Milngavie, Glasgow, G62 6PL
for press information contact Matt or Nick
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