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The People Have Spoken 2013 Readership Survey Results

 

Last fall we asked ChopCult nation to participate in a survey to glean more insight into your motorcycle life and general lifestyle. After minor moaning from a couple more conspiracy-minded members of the CC peanut gallery, a whopping 2,668 of you stumbled through the questionnaire. That’s a 54% increase in the number of readers who completed our 2011 survey, an impressive increase that speaks to both the growth of our membership and the high spirit of community that exists on our little social network. On behalf of the editors, moderators and advertisers who will use this information to make ChopCult better for everyone, thanks for your support. Without further ado, here are the results of your feedback.

 

THE 2014 CHOPCULT MAN


• 98.7% of you are men (+ 0.7% increase over 2011—so much for the massive ascent of womanhood in the chopper universe. Can you say “hot dog stand?”)

 

• 30.5% have attended some college (– 0.5% compared to 2011)

 

• 29.7% earn a living in the trades (+ 1.7% increase over 2011)

 

• 88.7% work on their own bikes in the garage (+ 11.7% increase over 2011—long live DIY)

 

• 14% own a shovelhead

 

• 13.8% own an '86–'03 Sportster

 

• 12.2% own an Evo big twin

 

• 16.3% prefer regional microbrews (+ 1.3% increase over 2011—here’s to sophisticated taste)

 

• 59.7% do not smoke Satan’s lettuce; 38.2% do so without approval from a doctor (statistical dead heat compared to 2011)

 

• 68.4% enjoy home cooking (dead even compared to ’11)

 

• 80% have never hosted, organized or volunteered at a grassroots motorcycle event—same level of commitment as 2011. Sorry fellas—you can’t bitch about your scene if you’re not willing to do something to improve it.

 

Other demographic details from the 2013 survey you may find interesting:

 

 

In 2011 and 2013 the divorce rate among CC members was a few tenths north of seven percent. For comparison, the divorce rate among 25- to 34-year-olds in the US was 16.9%. CC readers beat the odds by a wide margin again.

 

MOTORCYCLE OWNERSHIP

 

In 2011 Evo-powered freedom machines dominated the CC landscape. Today, shovelheads beat ‘86–’03 Sporties for the top spot by a scant two-tenths of a percent.

 

 

As was the case in 2011, shovelheads are the #1 motorcycle on 25% of CC members’ “plan to buy” list this year:

 

 

As the data in the following chart show, most ChopCult members own at least two motorcycles: one reliable runner and a project-in-progress:

 

 

MEDIA CONSUMPTION

 

 

Thirty percent of CC readers spend at least 14 hours per week online (2+ hours every day!) in 2013, three percentage points higher than 2011. Add this figure to the nearly 55% of you who buy at least two motorcycle magazines every month and one trend is clear: ChopCult members are thirsty for camaraderie, knowledge and entertainment. The chart below shows which print magazines continue to fuel your fire.

 

 

Here are more data from the 2013 survey:

 

 

Between ’11 and ’13 smart phones dethroned work computers as the #2 device for connectivity, and Instagram sent chopper blogs to the back of the bus. Bike features continue to dominate your interest in our home page, but comments are a fraction of what they were three years ago, probably a result of Facebook’s assent into the pop conscience—with our busy lives most of us barely find the time to click the thumbs-up icon. Lucid dialogue? Forget about it! CC members with something to say still prefer to do so in the forum, with the top-5 stacking up like this:

 

#1: American Bikes (32.3%)

#2: Main Forum (23.9%)

#3: How-To Tech (17.6%)

#4: Japanese Bikes (10.6%)

#5: British & European Bikes (4.6%)

 

While half of you say you’ve watched six or more bike-related DVD’s in the previous year, less than 4% of you actually paid for that content. YouTube, Vimeo and streaming seem to be the preferred method of consumption. The chart below shows the type of free or pirated content CC readers view most often:

 

 

RIDING

 

These charts speak for themselves:

 

 

Clearly, ChopCult readers are hard-riding motherscratchers, with commuting, weekend day trips and overnight campouts leading the top-10. Of the latter diversion, 54% of you have done at least one motorcycle campout in the previous 12 months, and 27% have done three or more. Livin’ the dream…

 

 

Despite the diversion’s comparatively low showing in your top ten, ChopCult founders and editors will always support the motivated individuals who host homegrown motorcycle events. In five short years Born Free has become the undisputed granddaddy of so-called “underground” or grassroots chopper events, with DicE parties and the Smokeout second and third, respectively:

 

 

• Born Free 5: 28.5%

• DicE parties: 16%

• Smokeout: 13.6%

 

Even closer to home, CC readers are the honey badgers of MoCo-sponsored events, with an average 47% of you not giving a shit about weekday bike nights or weekend parking lot hoedowns. Clearly, it takes more than a 38 Special cover band and a free hot dog to attract modern bikeriders.

 

On the opposite side of motor cycling’s cultural coin, events like Daytona Bike Week and Laconia fare even worse, with 83% of you never having set foot at ANY major rally. Among the 17% of CC readers who did attend a major destination event last year, Sturgis reigned supreme with a quarter of you heading to the Black Hills.

 


WRENCHING

 

The subjects of motorcycle repair, maintenance and customizing are far less polarizing, as these charts illustrate:

 

 

Here’s your collective toolbox confessional, by the numbers:

 

• 88.7% of ChopCult members perform ALL their own maintenance

• 96.4% change their oil (+ 4.2% over 2011)

• 84% swapped handlebars within the last year

• 65.5% installed an aftermarket seat

• 28% built or installed a rigid rear subframe

• 33% modified their hydraulic forks

• 53% commissioned a custom painter or did it themselves

• 56% performed sheet metal mods and/or minor fabrication

• 42% fabricated a sissy bar

 

Clearly, ChopCult members practice what this website has always tried to preach: chopping and DIY are king.

 

CHOPPIN’ AND SHOPPIN’

 

While some of you were curious about the business-oriented questions in our survey, that didn’t dissuade the vast majority from playing along. A phenomenal 92.6% of the 2,668 respondents answered ALL 72 questions. Trust me—smart ChopCult advertisers will use this information to fine-tune the way they design and market their wares, and how is that not a good thing? ChopCult members continue to lead the modern trend in how new and used motorcycles, parts and apparel are bought and sold:

 

 

 “Cool Factor’s” top-3 position among leading influencers for motorcycle purchases on the last chart is telling, and bests “Test Ride” by ten percentages points on this list. Do you find it disturbing that many ChopCult readers are more concerned about hipness than whether the bike they plan to buy handles properly at high speed? We do. Pass the mustache wax…

 

Thanks again to the 2,668 CC members who took the time to participate in this survey. The Biltwell gift cards were awarded to currysurr, sewerratNottso, angrymexican and lobstermexican


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Comment with Chopcult (11)

Commented on 2-6-2014 At 01:05 pm
 

14% own a shovelhead ???? I assumed this number would be way more.

Commented on 2-6-2014 At 03:35 pm
 

didn't understand the pie chart too well on swingarm/rigid/softails. looks like to me it was a tie between swingarms and rigids?

Commented on 2-7-2014 At 06:49 am
 

Wow. Thought there was more Triumph?British action out there........Hmmmmm Ya know what? OK with me!

Commented on 2-7-2014 At 08:31 am
 

"80% have never hosted, organized or volunteered at a grassroots motorcycle event—same level of commitment as 2011. Sorry fellas—you can’t bitch about your scene if you’re not willing to do something to improve it."

Theres some 80/20 rule right there! Put up or shut up thats the only way to roll. I hope this stat really hits home with the armchair bikers. Common guys lets get out there.

Try and attend at least 1 run this year you will not regret it!

-Bear

Commented on 2-8-2014 At 02:16 pm
 

Pretty interesting stuff, ive always thought of CC members as being hands on do it your selfers. Seems like the chrome bolt on / polishers go elswhere. Im a bit suprised by the percentage of jap chops.

Commented on 2-8-2014 At 03:28 pm
 

“Cool Factor’s” top-3 position among leading influencers for motorcycle purchases on the last chart is telling, and bests “Test Ride” by ten percentages points on this list. Do you find it disturbing that many ChopCult readers are more concerned about hipness than whether the bike they plan to buy handles properly at high speed? We do. Pass the mustache wax…"

most of the bikes i see on here have tires from the fifties and you didnt think they would value handling over "cool factor"

Commented on 2-9-2014 At 06:09 am
 

Why show your members, this was done for businesses so they can target prospective buyers more accurately. Money,money money

Commented on 2-12-2014 At 10:39 am
 

'money,money,money..it makes the world go around"- (song from Cabaret)

Commented on 2-12-2014 At 10:51 am
 

Hey Bear, perhaps we interpreted that question differently about the 80%. I was thinking that it meant that only 20% of us are organizing our own bike-related events, runs, shows, parties etc. Actually, considering that there are like 25k ChopCult members, that doesn't sound too bad to me. I didn't think that it meant that 80% of CC members are not attending one of these events, but maybe I misunderstood?

If 80% never even attended a bike-related event then I would be worried, but if 80% were actually throwing there own events there would be 50 events every Saturday! Hhhmmm, actually, that sounds pretty awesome.

Commented on 2-19-2014 At 11:29 am
 

'when buying new parts, apparel or accessories, where do you shop most often?'....

with the top 4 out of 5 results all stemming from online, it's no wonder small, reputable shops end up struggling or going out of business all together. What ever happened to support your local small/independent business?

Commented on 2-21-2014 At 04:16 pm
 

fuck it lets ride

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