Arai retained the top spot on J.D. Power and Associates’ 2011 U.S. Motorcycle Helmet Satisfaction Study, sharing top honors with Icon.
The J.D. Power and Associates study measures the customers’ satisfaction with their helmets. Brands are scored on a 1,000-point scale generated from 11 different attributes: quietness; ventilation; de-fogging performance; face shield wind protection; face shield scratch resistance; ease of replacing face shield; shell scratch resistance; color and graphic; weight; ease of strap fastening; and fit and comfort.
Arai is back on top for the 13th consecutive time, tied with Icon with an overall score of 852, well above the industry average of 788 (a new record high in the study’s 13-year history). According to J.D. Power and Associates, Arai rated well across all 11 attributes, especially fit and comfort and face shield wind protection. Icon rated high in color and graphics. Shoei, which rated second in last year’s study, dropped to third this year despite increasing its rating and performing well in ease of shield replacement.
The study also found some other interesting trends. Customers are more likely to buy helmets over the Internet than ever before, with 23% of helmet owners purchasing their headgear online, compared to just 20% in 2010. The average helmet purchase price was $209 in 2010, a small increase from the industry average of $206, and the $203 average from 2007.
The Motorcycle Helmet Satisfaction Study also re-affirmed data from J.D. Power and Associates’ latest Motorcycle Competitive Information Study: motorcycle riders are an aging demographic. The median age of a new helmet buyer is 48, a consistent increase from the 2000 study.
|J.D. Power and Associates
2011 U.S. Motorcycle Helmet Satisfaction Study
Press release after the jump.
2010 JD Power helmet satisfaction study
Customer Satisfaction Down in 2010
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