Motorcycles: What Brands Are Consumers Thinking About?

In Central America, more than 8 million people search the Internet and participate in conversations associated with motorcycles. BMW, Suzuki and KTM are some of the brands with the greatest presence in the interactions of consumers with high purchasing power.

Tuesday, October 27, 2020

An analysis of consumer interests and preferences in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, yields interesting results on people's preferences and tastes for motorcycles and other types of products or services.

Below is an extract of the analysis:


One out of every three people who have expressed an interest in motorcycles at the regional level and in the digital environment belong to the high socioeconomic level, a group of consumers that to a large extent is located in a demographic range between 19 and 35 years old.

 (Word cloud extracted from the report, with details of the presence of some of the brands at regional level).

When analyzing the brands associated with the interest in motorcycles, Guatemalan consumers classified as high socioeconomic level, quite often relate the terms BMW, Honda and Piaggio with this type of vehicles. In the case of the Salvadoran market, Suzuki and KTM are some of the words that people with medium-high incomes associate with the topic.

In the digital environment of Costa Rica, Yamaha, Kawasaki and Ducati are some of the words that consumers with high purchasing power most associate with the motorcycle market, while in Honduras, Honda and KTM are two of the terms that people most relate to in their searches and conversations about this type of vehicles.

According to the interactive report, in Panama, some of the terms that have the greatest presence among consumers are motocross and sport motorcycles, while in the Nicaraguan market, Honda and Suzuki are among the brands that most capture the digital interactions of consumers in general.

When analyzing the "BMW" brand, the report states that seven out of every ten people in Central America who carry out searches associated with this product are men, and of this group of consumers, close to 40% are of high socioeconomic level.

This summary is only part of a more in-depth analysis that can be developed at the level of each country, type and brand of motorcycles, comparing with competitors and segmenting the results by area, socio-demographic characteristics, purchasing power of individuals, relationship with other terms associated with the product, among other details.

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