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How Powersports Consumers are Revolutionizing Brand Engagement on NEW MEDIA Platforms

How Powersports Consumers are Revolutionizing Brand Engagement on NEW MEDIA Platforms

Tristin Burdick | June 26, 2023

In today's fast-paced digital landscape, the emergence of new media platforms has brought about a transformative wave in customer engagement across various industries. Within this wave lies the powersports industry, an exciting realm encompassing motorcycles, ATVs, snowmobiles, and much more. Amidst the dynamic shift towards digitalization, powersports companies have embraced the power of new media to establish connections with consumers and effectively showcase their offerings. In this article, we delve into the intricate relationships between powersports enthusiasts and new media, unraveling the depth and significance of their interaction while examining the profound impacts it has on the industry as a whole.

Consumption of New Media by Powersports Consumers

Understanding the consumption patterns of new media by powersports consumers is critical to developing targeted engagement strategies. According to the survey results, powersports consumers tend to frequent platforms such as YouTube and Facebook, with usage rates at 64% and 62% respectively. Meanwhile, Instagram, LinkedIn, Twitter, and TikTok are used by a smaller segment of this consumer base, reflecting potential untapped avenues for reaching out to these enthusiasts.

In terms of time spent on social media, a significant portion of consumers tend to be relatively moderate users, with 41% spending less than one hour daily and 46% spending between one and two hours. This suggests that while new media is a significant part of their information-gathering process, it isn't their only source, necessitating a multi-channel approach for brands.

As for the type of content powersports consumers favor, the survey results indicate a clear preference for powersports-related content, with 70% of the consumers showing a liking for it. News, technology reviews, DIY, and educational content are also popular among this group. Understanding these preferences can guide the development of more effective content strategies. Moving forward, let's explore how this consumption affects their purchasing decisions.

Influence of New Media on Purchasing Decisions

New media platforms undeniably play a pivotal role in shaping purchasing decisions among powersports consumers. As mentioned above, 70% of consumers are drawn to powersports-related content, which directly impacts their buying habits. Specifically, 54% have reported making a purchase of a powersports-related product that they first encountered on a new media platform. The frequent consumption of powersports content and its influence on purchases highlights the need for powersports brands to continuously create and share engaging, relevant content.

Interestingly, consumers' purchasing behavior varies across different new media platforms. YouTube emerges as the top platform influencing purchase decisions with 44% of the purchases originating from this platform, followed by Facebook at 38%. Other platforms like Instagram and podcasts hold a comparatively smaller share of influence, pointing to potential opportunities for growth and diversification in these channels.

However, the role of influencers in consumers' purchasing decisions shows a mixed picture. Less than half of the consumers (44%) are less likely to purchase powersports-related products promoted by influencers, with only 21% expressing a likelihood to make such purchases. This finding underlines a cautious approach towards influencer marketing in the powersports industry, with more emphasis placed on the credibility and relevance of the content.

In terms of brand preferences on new media platforms, Honda, Yamaha, and Harley-Davidson stand out as consumer favorites. This could be attributed to the strong brand identities and the quality of their online content. These preferences indicate the potential payoff for powersports brands investing in a solid new media strategy. As we move to the next section, let's take a look at the types of brand content that powersports consumers prefer and how it affects their engagement with these brands.

Role of Brand Content in the Powersports Industry

Brands' online content significantly influences powersports consumers' engagement. Consumers highly value maintenance and care tips, tutorials, product updates, and safety guidance from their favorite brands. However, the room for improvement is substantial. Brands can enhance their engagement by providing more educational content, responding promptly to consumer inquiries, and creating exclusive content that offers a glimpse 'behind-the-scenes'. Understanding the preferences and needs of their consumers, and tailoring content accordingly, is crucial for powersports brands to optimize their digital strategies. Let's delve further into how online communities can bolster these engagement efforts.

Powersports Communities and Online Engagement

Online communities have emerged as significant platforms for interaction and engagement among powersports consumers. According to the survey, a sizable 63% of consumers are part of an online powersports community, including forums, social media groups, and brand-specific communities. This indicates a strong propensity for online collaboration and knowledge sharing among these consumers.

Among these communities, ADVRider and Facebook groups are particularly popular, with brand-specific communities such as Harley-Davidson, BMW, and Honda also commanding a significant following. The popularity of these platforms reveals the potential for brands to cultivate a loyal fan base and facilitate engaging discussions around their products.

Joining these communities offers distinct benefits for powersports consumers. Notably, 30% reported discovering new brands, 28% developed a strong preference for certain brands, and 22% had more positive perceptions of brands. Moreover, the communities appear to positively influence purchasing decisions and promote discernment in choosing vehicles.

The primary reasons for participation in these communities revolved around seeking advice on powersport-related issues and staying updated with industry trends. Interestingly, powersport consumers suggested several ways for companies to engage more effectively within these communities, including prompt responses to online discussions, active participation in discussions, and sharing valuable information. This feedback underscores the importance of active and responsive engagement for brands in these online communities.

Transitioning from these observations, we move to examine the role of live-stream events and podcasts in the powersports industry.

The Role of Live-stream Events and Podcasts in the Powersports Industry

Live-stream events and podcasts are becoming increasingly significant in the powersports industry as alternative sources of engagement and information. Approximately 44% of the surveyed consumers reported watching live-stream events, most frequently on platforms such as YouTube and Facebook Live. This data highlights the growing popularity of live-streaming as an interactive and real-time source of content for powersports consumers.

The type of events watched provides additional insight into the interests of the powersports audience. Motorcycle racing or MotoGP events lead in popularity, with 56% of the live-stream watchers tuning in. This is followed by motocross, snowmobiling, and flat track racing, demonstrating the broad range of interests within the powersports community. These findings suggest potential content areas for brands to focus on when planning live-stream events.

In terms of satisfaction, live-stream events appear to be well-received among those who watch them, with 18% reporting an excellent experience and 37% an above-average experience. This positive feedback points to live-streaming as a valuable tool for brands seeking to engage their audience in a dynamic and immersive manner.

Despite the popularity of live-streaming, podcast consumption within the powersports community is relatively low, with 83% indicating they do not listen to powersports-related podcasts. Among those who do, the Adventure Rider Radio and Rider Magazine Podcast are popular choices. Although podcast usage is currently limited, its potential as an engagement tool should not be overlooked.

Moving forward, let's examine what these findings imply for stakeholders in the powersports industry.

Improving Brand Engagement Through Social Media

Powersports consumers have clear expectations from brands on social media. They desire more educational content like tutorials and how-to’s, responsive customer service, and frequent updates. To meet these expectations, brands should prioritize creating high-quality, engaging content and foster active two-way communication. The survey results also point towards the potential for unique initiatives such as exclusive content, user-generated content, and interactive elements. By harnessing these insights, powersports companies can significantly improve their social media engagement. In the final section, let's discuss the broader implications of these findings for stakeholders in the powersports industry.

What does this mean for stakeholders?

The EPG Specialty Information survey results provide valuable insights for stakeholders in the powersports industry, offering a roadmap for strengthening their online engagement strategies. Brands, content creators, influencers, and online community administrators alike can draw meaningful lessons from these findings.

Firstly, the provision of educational content - including tutorials and how-tos - is crucial. Given the high demand, companies should prioritize the creation and sharing of such content to drive engagement. Secondly, the importance of responsive customer service cannot be overstated. Timely and effective interaction with customers on social media platforms can significantly improve brand perception and loyalty.

The survey results also underscore the need for regular and diverse posts or updates, catering to the varied interests of powersports consumers. Exclusive content, such as behind-the-scenes footage and interviews, can provide unique value and help build a dedicated follower base.

Another key finding pertains to the role of user-generated content. By encouraging consumers to share their own experiences, brands can create a more engaging and authentic social media presence. Additionally, the survey results highlight the untapped potential of live streams and interactive content like quizzes and polls to drive consumer engagement. While influencer collaborations are currently less preferred, they may still offer benefits for brands, warranting careful assessment and strategic planning.

Online community engagement is another vital area for stakeholders. The active resolution of problems, participation in discussions, information sharing, and attentive listening to consumer voices can go a long way in fostering robust online communities.

Despite the currently limited consumption of live-stream events and podcasts, their high satisfaction levels indicate a promising avenue for deeper engagement. Stakeholders can harness these platforms to share exciting content and offer unique perspectives into the powersports world.

Ultimately, these recommendations underscore the need for a consumer-centric approach. By attuning their strategies to the preferences and feedback of powersports consumers, stakeholders can unlock the potential of new media to drive engagement, build loyalty, and influence purchasing decisions in the powersports industry.

about the author

Tristin Burdick

Research Analyst, EPG Specialty Information

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