openPR Logo
Press release

White-collar bikers match the stereotype

01-20-2011 02:25 PM CET | Advertising, Media Consulting, Marketing Research

Press release from: Scottoiler

A 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 or visit

Scottoiler, 2 Riverside, Milngavie, Glasgow, G62 6PL
for press information contact Matt or Nick

This release was published on openPR.

Permanent link to this press release:

Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.

You can edit or delete your press release White-collar bikers match the stereotype here

News-ID: 159290 • Views: 1524

More Releases for Ennen

PR in Today’s Economy – Businesses Learning to Master PR Themselves
Today's economy has made more and more businesses forego marketing because of economic concerns. At a time when businesses should be doing more marketing, many are losing clients and sales because of the expense of hiring a PR professional or losing the assistance of a marketing department due to budget cuts. Fortunately, on February 1 that changes. Beginning on that date, authors and businesses will be able
College Level Training for Virtual Assistants in High Demand
O’Fallon, IL (January 20, 2011) The entrepreneurial spirit has long been a vital part of the economic cornerstone of our country; a trend that still holds strong today. In fact, a recent report in Entrepreneur Magazine indicates that small, home-based businesses continue to thrive, and leading the way is the Virtual Assistant Industry. Entrepreneur lists the virtual assistant (VA) industry as one of the top four such businesses in
CBS 4 News Explores Thriving Virtual Assistant Industry - The Solution to a Gloo …
Margate, FL (September, 2008) With the downturn in the economy and pink slips a way of life today, more and more are turning to working at home. In fact, CBS4 News recently did a segment entitled “Working From Home Can Rake in Big Bucks” in which it features the thriving virtual assistant industry and how becoming a virtual assistant can be the solution so many are looking
Entrepreneur Captures Attention in Family Circle Magazine
Margate, FL (January, 2008) Diana Ennen knows what it takes to work at home, having done so since 1985. Ennen was among the pioneers in the work-at-home industry when starting a word processing business, but back in those days, it wasn’t as easy to get started. The Internet wasn’t as commonplace and work-at-home moms (and dads) had to learn from trial and error. Research on how to start a business
Shop Online This Holiday Season – Black Friday Sales Begin Early at Online Boo …
Margate, FL (November 2007) – Shop early this holiday season and with just a quick click of a mouse, get gifts the entire family will enjoy. At Virtual Word Publishing,, find books from starting a home-based business or virtual assistant business, to sci-fi thrillers, children’s books, Christian books, cookbooks, and more. And just in time for the Black Friday Sales to save big. From delightful children’s books like
Entrepreneurs Looking for the Right Business Should Look into the Virtual Assist …
Margate, FL (July, 2007) With the Virtual Assistant industry thriving and more and more skilled professionals yearning to establish a home-based business, this summer is the perfect time to start a business. The demand for this type of business continues to soar as more and more small businesses, authors, entrepreneurs, etc., realize that having the expertise of a Virtual Assistant on their team can be a tremendous asset to business