Allstate Survey Offers Surprises, Insight into Who's Behind the Helmet

Virtually all hardcore riders answered they would give up their spouse or significant other before their motorcycle, according to the recent results of a consumer study commissioned by Allstate Insurance Company. Also, riders across all classifications were twice as likely to give up their television sets before their motorcycles – a testament to the passion many Americans feel for their bikes and riding. These and other insights were revealed in an online survey of 500 male bikers nationwide, weighted to represent the total population and commissioned by the Northbrook, Illinois-based insurer earlier this year. Allstate developed the study to stay current about changing demographics and interests of those who ride motorcycles. "Similar to car enthusiasts, millions of Americans invest significant time, energy and money to celebrate their love of motorcycles,” said Jeff Deigl, assistant vice president, specialty product lines for Allstate. "It’s important to constantly update our understanding of who’s out there riding and what’s important to them. After all, we don’t just protect the bike – we protect the rider, as well.” Who I am and What I Ride Participants had the opportunity to identify their "biker classification” as a Sports Bike Enthusiast, Stressed Out Executive, Hardcore Biker or Weekend Warrior – which led the field with a 31 percent response rate. The majority of the participants who could not identify their classification labeled themselves as Baby Boomer Riders. Among the riders surveyed, Harley Davidson drew the highest number of clicks when participants named which makes of motorcycles fill their garages. Thirty-five percent of participants own at least one Harley and spend an average of $20,600 for the bike. An additional $2,250, on average, is spent for accessories. Honda emerged as the runner-up with 30 percent of participants owning at least one. How Much I Ride and Why Allstate’s study found that seven in 10 bikers ride at least once a week, including almost 45 percent of the participants who ride several times a week. So, bikers are loyal to their passion, but why? Provided a long list of reasons to ride, bikers rallied around the idea of "riding is more fun” as their most common answer with 78 percent agreeing. "The feeling of freedom”, "the way it makes them feel” and "to relieve stress” also produced high results – all reaching more than 300 clicks. In a nod to rising gas prices, 63 percent of respondents named "the fuel economy” as a top reason why they ride. Where to Find Me Motorcycles allow their owners to socialize in a number of different outlets. Bikers unite at rallies and local clubs, philanthropic rides and around the water cooler with one commonality – their love of riding. More than half of participants attend rallies, including one of the most well-known rallies – the Sturgis Motorcycle Rally, which topped the attendance list, and the Daytona Beach, Fla. rallies (Bike Week and Biketoberfest). One in five bikers belongs to a riding club, which predominantly consists of Hardcore Bikers. Even more riders participate in charity rides, including a "Ride for Life” event – typically to support a cure for a disease or other common cause. Two-thirds of bikers ride to work, taking advantage of the parking incentive motorcycles present. Not only can you find bikers atop their ride, half of the surveyed participants – most of whom are Hardcore Bikers – ride with their spouse or significant other. Ultimate Road Songs As motorcycles continue to have an established presence in American culture with more than 6 million registered bikes, one thing is clear – bikers continue to live with the attitude they were "Born to Be Wild,” the most popular song among survey participants. Below is a top five countdown, beginning with the most popular, of cruising music, selected by surveyed respondents. 1. "Born to be Wild,” Steppenwolf 2. "Radar Love,” Golden Earring 3. "Take it Easy,” the Eagles 4. "Born to Run,” Bruce Springsteen 5. "Freebird,” Lynyrd Skynyrd Something for a Rainy Day To satisfy a biker’s daily fix – whatever their classification may be – for anything and everything motorcycles, Allstate designed allstategarage.com, a site that features specific elements, including: "Plan a Ride,” which uses the most up-to-date satellite imaging and mapping software from Google. This feature allows riders to create their own routes, chose from a list of scenic rides or check out what fellow riders have posted as their favorites. "Build a Bike,” a 12-step process that allows enthusiasts to pick from various parts, accessories and paint colors to create their own bike. "Calendar,” featuring upcoming national and local events. "Garage TV,” a tool that incorporates professional mechanics giving tutorials on many different safety concerns for motorcycles. "Get a Quote” and "Find an Agent” features, which enable site visitors to enter information online for a quote or locate a nearby Allstate agent. "Motorcycle Coverage,” which provides the ability to research various coverage options and features. "Safety Tips,” which provides checklists and safety reminders. To learn more or to locate an agent near you, visit allstategarage.com or call 877-BIKE-303. About Allstate The Allstate Corporation (NYSE:ALL) is the nation’s largest publicly held personal lines insurer. Widely known through the "You’re In Good Hands With Allstate®” slogan, Allstate helps individuals in approximately 17 million households protect what they have today and better prepare for tomorrow through approximately 14,900 exclusive agencies and financial representatives in the U.S. and Canada. Customers can access Allstate products and services such as auto insurance and homeowners insurance through Allstate agencies, or in select states at allstate.com and 1-800 Allstate®. Encompass® and Deerbrook® Insurance brand property and casualty products are sold exclusively through independent agents. The Allstate Financial Group provides life insurance, supplemental accident and health insurance, annuity, banking and retirement products designed for individual, institutional and worksite customers that are distributed through Allstate agencies, independent agencies, financial institutions and broker-dealers. About the Study Method: Descriptive Attitude and Usage survey conducted online Sample: The survey was deployed to MarketTools ZoomPanel and targeted motorcycle owners N=500 males who personally own a motorcycle Screening Qualifications: Own a motorcycle Age 18 or older Household income of $50,000 or more. Security and past participation Field Dates: March 26 – March 30, 2008