To honor Women’s History Month, Cycle Trader showcases female powersports buyers and how they’ve shaped the motorcycle industry.
Cycle Trader receives 5.3 million visitors each month, revealing unique insights into key purchasing groups. Women make up about a quarter of those visitors, shaping traffic and buying patterns.
Understanding women’s influence in the purchasing journey helps dealers better serve their consumer needs, during and after Women’s History Month. It also maneuvers dealers to leverage women’s expanding market share.
Female Riders Are Expanding the Powersports Market, But They Need More Space in the Industry
Female buyers exercise about one quarter (24%) of Cycle Trader motorcycle demand, but constitute only 17% of buyers. The 7% gap between search and conversion could suggest friction between research and point of purchase.
Female motorcyclists are committed, with 12% of riders using motorcycles as their only mode of transportation. Practically, they may find motorcycles more advantageous in an increasingly urban environment, or they may prefer the more affordable initial cost and maintenance.
Because gear and motorcycle construction remain oriented to male consumers, women may face a functional barrier becoming cyclists. These obstacles can also directly impact the ability to build community.
Women clearly want to find a place in the powersports industry. Understanding structural barriers can indicate why engagement shifts between the discovery phase and conversion.
For example, women may conduct more research than male buyers, spending extra time learning about their options. They may also desire information about listings, like ergonomics, female-specific design concerns, or safety ratings. When that information is missing, they may draw back from making a purchase.
Real female riders supported these friction points, saying that:
- 29.58% struggled of to find gear made for them
- 25.35% struggled to find a bike to fit their needs
- 24.39% struggled to find community
Overall, women face present but fixable growing pains, with more attention to their concerns. Shifting merchandising data can build space for women to go beyond research and officially convert, taking on a lifetime role in a meaningful community.
The Modern Female Motorcyclist Is Established, Not Emerging. Empower Her Every Day of the Year
Despite challenges, 15.32% of female motorcycle riders say that they ride because of the empowerment it provides. Recognizing and catering to female audiences encourages further progress for women motorcyclists. In the spirit of Women’s History Month, celebrate and enable their achievements all year long.
