More motorcyclists shopping for helmets online
According to the J.D. Power and Associates 2011 U.S. Motorcycle Helmet Satisfaction Study, 23 percent of owners bought their helmets online.
"While the dealership is still the main source for a majority of helmets purchased, it's clear that customers are continuing to shift to the online channel to purchase their motorcycle helmets," said Brent Gruber, senior manager of the powersports practice at J.D. Power and Associates.
This number is a significant increase from 2002 when a mere 4 percent of riders purchased their motorcycle riding gear through an online carrier, according to the report. It is also a 3 percent increase over last year's figures.
"The percentage of helmets purchased online has increased steadily during the past 10 years. As a result, it's crucial to ensure that dealers have an e-commerce website available for customer use as their preferences change," said Gruber.
More information allows for easier shopping
The appeal of the traditional in-store purchase has seemingly dwindled as there are more thorough descriptions and measurements available for potential consumers on the Internet, according to the Wall Street Journal. However, experts recommend people with unusually shaped heads continue to shop the old-fashioned way, ensuring they will have the ability to try on different options.
The study identified some key trends in the helmet industry as well. Satisfaction in the industry has improved across the board, reaching its highest level since the study began in 1999, according to J.D. Power and Associates. Prices have remained consistent over the past five years, averaging approximately $200 a piece.
What are riders looking for?
The study also measured overall helmet satisfaction in 11 separate attributes. These areas included: quietness, ventilation, de-fogging performance, color, weight, ease of strap, fit and comfort, according to the report.
There was no clear winner as Aria, which ranked highest in customer satisfaction for the 13th consecutive year, tied with Icon for overall performance. Each helmet company performed individually well in separate areas the study found. Not to be outdone, Shoei runs a close third in the rankings, and is praised for the ease with which owners can replace the face shield on their products.
