The population of new motorcycle buyers is aging, with the average rider age increasing from 40 to 49 years since 2001.
Additionally, the percentage of first-time buyers has declined for a second consecutive year.
Those are two of the findings of J.D. Power and Associates 2010 U.S. Motorcycle Competitive Information Study, which includes responses from close to 8,500 owners who purchased a new 2009 or 2010 model-year on-road or dual-sport motorcycle between September 2009 and May 2010.
The study, now in its 13th year, measures owner satisfaction with new motorcycles by examining six major factors of the overall ownership experience: product, build quality, cost of ownership, sales, service and warranty.
In-depth details of the consumer survey, believed to be the largest of its kind, will be unveiled in an upcoming edition of Powersports Business.
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