Bicycle Leadership Conference Demographics Survey Report April … · 2013-09-16 · Bicycle...

Bicycle Leadership Conference Demographics Survey Report

April 13-15 2010

Author: Kate Scheider, Research & Statistics Coordinator, Bikes Belong Coalition

Questions1. “Where did you buy your most recently purchased bike?”2. “How satisfied were you with your most recent bike purchasing experience?”3. Average satisfaction rating for most recent bike purchase by type of retail location 4. “What kind of bike was the most recent bike you purchased?”5. “In what year did you purchase your most recent bike?”6. Average date of most recent bike purchase by bike type7. “What kind of bike are you planning on purchasing next?”8. Most recent bike purchases compared to planned next bike purchases9. “How many bikes do you currently own?”10. “In the prime riding months of 2009, how many days per month did you ride?”11. “In addition to cycling, what other outdoor/fitness activities do you enjoy regularly (6 or more times/year)?”12. “How happy are you with the bicycling facilities (roads, paths, and trails) where you live?”13. “How often do you ride for utility/transportation/commuting purposes?”14. “Which of these factors, if any, discourage you from utility/transportation/commuting riding?”15. “Are you currently a member of a bicycle advocacy group (IMBA, League of American Bicyclists, etc)?”16. “If you are not a member of a bike advocacy group, why not?”17. “What kind of online presences do you have?“18. “What is your age?”19. “What is your gender?”20. Women: “What type of cyclist best describes you?”21. Women: “What motivates you to ride?”22. Women: “Who do you ride with most often?”23. Women: “Do you participate in women-only bike clinics, rides, or events?”24. Women: “In which categories, if any, do you own a women’s-specific bike product?”25. Women: “In which categories, if any, do you have trouble finding a product that works well for you?”26. Women: “Do you ever help other women decide what bikes or bike gear to buy?”27. Women: “Where do you shop for cycling apparel and accessories?”28. Women: “How much do you enjoy shopping for bikes and gear?”29. Women: Enjoyment shopping for bikes and gear by most frequented type of store30. Women: “How comfortable are you going into your preferred local bike shop?”31. Women: “Does your preferred local bike shop have a section devoted to products for women?”32. Women: Comfort rating in preferred local bike shop by whether or not shop has a women’s product section33. Women: “Can you find cycling clothing and gear that fit your personal style?”34. Women: “What type of cycling gear do you gravitate towards?”35: Women: “What resources do you use when deciding what bikes or gear to purchase?”36. Women: “How important are each of these factors to you?”

MethodologyThis survey was conducted online via SurveyMonkey.com from January 19, 2010 to March 1, 2010. The main survey consisted of 17 questions. Female respondents were directed to a second survey with 14 questions. Advertisements onVeloNews.com, Cyclingnews.com, Bikeradar.com, and Bicycling.com were used to solicit responses. 2,289 people started the survey and 2,173 completed it (94.9% response rate.) 1,874 U.S. respondents completed the survey. 496 of U.S. respondents who completed the survey were female and 1,378 were male.

“Where did you buy your most recently purchased bike?”

Bike shop

Pro deal/Industry hookup

Other

eBay

Online bike shop

Craigslist

1319

171

132

122

114

64

Outdoor store (REI, etc.)

Sporting goods store (Dick’s, etc.)

Mass Merchant (Target, Walmart, etc.)

26

7

5

67.3%

8.7%

6.7%

6.2%

5.8%

3.3%

1.3%

0.4%

0.3%

# %respondents

Bike shop

Craigslist

eBay

Sporting goods store (Dick’s, etc)

Mass merchant (Target, Walmart, etc.)

Outdoor store (REI, etc.)

Other


Online bike shop

0% 10% 20% 30% 40% 50% 60% 70%Percentage of respondents

Men were more likely to buy a bike online.

67.5%66.8%

3.2%3.6%

7.9%1.4%

0.1%0.6%

7.3%1.6%

6.1%8.5%

1.1%2.0%

6.5%15.2%

0.3%0.4%

Men

Women

1

“How satisfied were you with your most recent bike purchasing experience?”

Average satisfaction rating for most recent bike purchase by type of retail location

Men

Women

Percentage of respondents

Very satisfied

Somewhat satisfied

Neutral

Somewhat unsatisfied

Very unsatisfied

0% 20% 40% 60% 80%

75.3%72.1%

18.9%19.6%

3.8%4.9%

1.4%3.0%

0.6%0.4%

91.7% of women were satisfied94.2% of men were satisfied

3.4% of women were unsatisfied2.0% of men were unsatisfied

Bike shop

eBay


Online bike shop

Other

Mass merchant (Target, Walmart, etc.)

Outdoor store (REI, etc)

Sporting goods store (Dick's, etc)

Craigslist

3 54Neutral Somewhat

satisfiedVery

satisfied

4.68

4.66

4.65

4.60

4.60

3.60

4.27

4.29

4.55

2

“What kind of bike was the most recent bike you purchased?”

Road

Dual suspension mountain

Hardtail mountain

Cyclocross

City/Urban/Commute

Time trial/Triathlon

1176

220

138

131

62

48

Hybrid

Fixed gear/Track

42

41

35

60.0%

11.2%

7.0%

6.7%

3.2%

2.4%

2.1%

2.1%

1.8%

# %respondents

Other

Unsuspended mountain

Cruiser

Tandem

Comfort

21

19

17

10

1.1%

1.0%

0.9%

0.5%

Men

Women

0% 10% 20% 30% 40% 50%


City/Urban/Commute

Comfort

Cruiser

Fixed gear/Track

Dual suspension

Tandem

Road

Other

Hybrid



Cyclocross

Hardtail mountain

60% 70%

2.5%4.9%

0.3%1.0%

0.6%2.2%

6.5%7.3%

10.2%14.0%

2.2%1.8%

7.4%5.9%

1.4%4.3%

1.7%2.2%

62.4%53.0%

1.0%0.4%

2.7%1.8%

1.0%1.2%

3

“In what year did you purchase your most recent bike?”

pre-1990

1990-1994

1995-1999

2000-2004

2005-2009

2010

3

11

44

156

1601

138

2005

2006

2007

2008

2009

102

145

217

360

777

# %respondents

0.2%

0.6%

2.3%

8.0%

82.0%

7.1%

# %respondents

5.2%

7.4%

11.1%

18.4%

39.8%

Average date of most recent bike purchase by bike type

2005

2006

2007

2008

2009

Hybrid

ComfortTandem

RoadOther

Hardtail

Dual suspension

Fixed gear/Track

City/Urban/CommuteUnsuspended mtnTime trial/Triathlon

Cyclocross

Cruiser

Average yearof last bike purchase = 2007

Cruiser bikes had the mostrecent average purchase date.

Hybrid bikes had the leastrecent average purchase date.

4

“What kind of bike are you planning on purchasing next?”

Road

Not planning on purchasing another

Not sure

Dual suspension mountain

Cyclocross

Hardtail mountain

754

222

221

158

132

102

City/Urban/Commute


87

84

65

39.1%

11.5%

11.5%

8.2%

6.8%

5.3%

4.5%

4.4%

3.4%

# %respondents

Other

Fixed gear/Track

Hybrid

Tandem

Cruiser

43

16

15

13

2.2%

0.8%

0.8%

0.7%


Comfort

11

3

0.6%

0.2%

Popular write-inanswers for “Other”:

Touring29er/singlespeed mtnRecumbentFoldingKidsCargoLarge tire

Men

Women

0% 10% 20% 30% 40%


City/Urban/Commute

Comfort

Cruiser

Fixed gear/Track

Dual suspension

Tandem

Road

Other

Hybrid

Not sure

Not planning on purchasing another bike



Cyclocross

Hardtail mountain

Women were twice as likelyas men to say they weren’t planning on another bike purchase.

3.2%8.2%

0.1%0.8%

0.4%1.6%

7.3%5.6%

8.5%7.6%

2.2%2.2%

6.0%3.2%

0.7%1.2%

3.4%3.2%

42.1%30.5%

0.8%0.8%

5.0%2.4%

0.7%0.2%

8.8%19.1%

10.7%13.5%

5

Most recent bike purchases compared to planned next bike purchases

City/Urban/Commute

Comfort

Cruiser

Dual suspension

Cyclocross

Other

Hybrid

Hardtail mountain

Fixed gear/Track



Tandem

Road

Percentage of respondents*

Most recent purchase

Next purchase

0% 10% 20% 30% 40% 50% 60%

+

+

+

-

-

-

-

*Percentage of respondents listing next bike purchase is less thanthose listing most recent bike purchase because 12% responded “Not sure” and 12% responded “Not planning on purchasing another bike.”

+-

Category should see growth

Category should see decline

6

“How many bikes do you currently own?”

1

2

3

4

5 to 8

0

9 to 12

12+

171

515

467

319

385

2

54

25

8.8%

26.6%

24.1%

16.5%

19.9%

0.1%

2.8%

1.3%

# %respondents

bikes Men

Women

0% 10% 20% 30% 40%


2.2%

3.2%

19.1%

10.7%13.5%

Num

ber o

f bik

es

0

1

2

3

4

5 to 8

9 to 12

12+ 1.5%0.6%

3.1%1.8%

21.6%14.8%

16.8%15.4%

25.6%19.8%

24.1%33.6%

7.0%14.0%

0.1%0.0%

Men tended to own more bicycles than women did.

“In the prime riding months of 2009, how many days per month did you ride?”

5-9

10-14

15-19

20-24

25+

0-4

228

356

419

443

350

100

12.0%

18.8%

22.1%

23.4%

18.5%

5.3%

# %respondents

daysMen

Women


0% 10% 20% 30%

0 to 4

5 to 9

10 to 14

15 to 19

20 to 24

25+

Num

ber o

f day

s/m

onth

Women tended to ridefewer days/month than men.

19.2%16.4%

25.5%17.6%

23.1%19.4%

18.5%19.6%

9.3%19.6%

4.5%7.5%

7

“In addition to cycling, what other outdoor/fitness activitiesdo you enjoy regularly (6 or more times/year)?”

AerobicsBasketballCamping

Golf Fishing

Motorcycling (Off-road)Indoor cycling/SpinningIce skating/HockeyHiking

Rock climbing/BoulderingPaddle sportsOtherMotorcycling (Road)

Roller sportsRowingRunning/Jogging

Skiing (Alpine)Skateboarding

TennisSwimmingSnowboardingSkiing (Cross-country)

Weight trainingVolleyballTriathlonTrail running

Yoga


0% 10% 20% 30% 40% 50%

9.2%5.5%

31.4%

12.9%9.1%

2.6%37.0%

4.4%49.2

6.2%11.5%

12.7%6.1%

3.2%

2.2%38.9%

18.3%1.5%

7.5%23.3%

7.2%14.5%

42.5%2.7%

10.1%17.6%

23.5

8

“How happy are you with the bicycling facilities (roads, paths, and trails) where you live?”

Neutral 220

Somewhat happy 847 44.7%

11.6%

Somewhat unhappy 232 12.2%

Very unhappy 102 5.4%

Very happy 495 26.1%

# %respondents

Men

Women


0% 20% 40%

Very happy

Somewhat happy

Neutral

Somewhat unhappy

Very unhappy

23.7%32.8%

44.7%44.5%

13.1%7.5%

12.9%10.3%

5.5%4.9%

Women tended tobe more satisfied with facilities.

“How often do you ride for utility/transportation/commuting purposes?”

Almost every day

A couple times a week

Weekly

Monthly

Occasionally

Daily

196

300

153

97

592

112

10.3%

15.8%

8.1%

5.1%

31.2%

5.9%

# %respondents

Never 446 23.5%

Men

Women


0% 10% 30%20% 40%

Never

Occasionally

Monthly

A couple times a week

Almost every day

Weekly

Daily

24.2%21.7%

30.4%33.4%

5.2%4.9%

8.3%7.3%

15.0%18.2%

10.5%9.9%

6.4%4.5%

9

“Which of these factors, if any, discourage you from utility/transportation/commuting riding?”


0% 10% 20% 30% 40%5% 15% 25% 35% 45%

Car trafficConcern about injury in an accidentDarkness

Having all the proper equipmentFlat tires

Lack of off-street bike pathsLack of convenient and safe bike parkingInability to carry more stuffInability to carry children or other passengers

Live too far from school, work, stores, etc.Lack of timeLack of showers at workLack of on-street bike lanes

Need to look/smell presentableNothing discourages meOther

Personal safetyPedestrian traffic

Weather conditionsPoor pavement conditions

43.1%21.4%

28.7%

3.2%4.5%

14.1%19.5%

23.1%7.6%

19.5%22.6%

21.6%29.7%

20.8%6.1%

9.4%

13.1%1.1%

35.2%13.8%

Popular write-in responses for “Other”:

Work requirementsAggressive driversWork from homeTerrainLazinessInterferes with trainingPoor facilities in general

10

“Which of these factors, if any, discourage you from utility/transportation/commuting riding?”

Men

Women


42.1%

0% 10% 20% 30% 40% 50%

Car traffic

Concern about injury in an accident

Darkness

Having all the proper equipment

Flat tires

Lack of off-street bike paths

Lack of convenient and safe bike parking

Inability to carry more stuff

Inability to carry children or other passengers

Live too far from school, work, stores, etc.

Lack of time

Lack of showers at work

Lack of on-street bike lanes

Need to look/smell presentable

Nothing discourages me

Personal safety

Pedestrian traffic

Weather conditions

Poor pavement conditions

7.1%4.2%

33.5%43.5%

13.2%17.0%

12.7%15.8%

1.0%15.8%

20.9%23.1%

20.0%18.4%

21.2%29.4%

23.0%20.6%

30.9%30.2%

14.5%14.6%

20.4%18.8%

20.4%31.6%

7.4%18.8%

2.6%5.1%

3.6%7.7%

5.8%36.4%

20.9%25.3%

44.0%46.2%

No factors discouraged men significantly more than women.

Men were more likely to say that nothing discouraged them from utility/transportation/commuting riding.

11

“Are you currently a member of a bicycle advocacy group (IMBA, League of American Bicyclists, etc)?”

Yes

No, but I used to be

No, and I never have been

622

258

1003

33.0%

13.7%

53.3%

# %respondents

Never been asked

Not sure what they do

Not worth the money

I don’t know

Other

398

296

123

581

178

21.1%

15.7%

6.5%

30.9%

9.5%

# %respondents Popular write-in responses

for “Other”:

Lack of spare money Forgot to renew/poor follow-up by groupLack of timeGroups are ineffectiveNot interestedDon’t like attitude of groupsDonate to other causesDon’t see local resultsUnaware of groupsGroup broadened focus beyond bikesDon’t need advocacy

“If you are not a member of a bikeadvocacy group, why not?”

More women were currentlymembers of advocacy groups, and more men used to be but quit.

0% 20% 40% 60%


No, and I never have been

No, but I used to be

Yes 31.0%38.5%

15.6%8.5%

53.4%53.0%

Men

Women


0% 20% 40%30%10%

N/A - I am a member

Other

Never been asked

Not sure what they do

Not worth the money

I don’t know 32.1%27.5%

7.5%4.0%

15.0%17.8%

16.3%20.6%

10.2%18.5%

30.4%37.2%

More women than men say have never been asked to join an advocacy group.

More men than women say joining an advocacy group isn't worth the money.

Men say they are less sure of what advocacy groups do than women.

12

“What kind of online presences do you have?”

“What is your age?”

A Facebook account 1314 70.1%

A LinkedIn account 678 36.2%

A MySpace account 185 9.9%

Personal blog or website 418 22.3%

None of the above 397 21.2%

A Twitter account 539 28.8%

# %respondents

Men

Women


0% 40% 80%60%20% 100%

None of the above

Personal blog/website

A MySpace account

A LinkedIn account

A Facebook account

A Twitter account

24.5%11.3%

20.0%27.9%

9.3%11.1%

33.5%42.7%

64.3%84.6%

23.7%33.6%

Women had more of anonline presence than men.


>8075-7970-74

60-6465-69

40-4445-4950-54

55-59

18-2425-2930-3435-39

<18

0.1%

0.1%

0.6%

6.3%

2.1%

15.0%

14.7%

16.3%

10.4%

2.9%

6.2%

10.2%

14.7%

0.2%

0% 4% 6% 8% 16%10%2% 12% 14%

Men

Women


>8075-7970-74

60-6465-69

40-4445-4950-54

55-59

18-2425-2930-3435-39

<18

0% 5% 15%10%

Women tended to be younger than men.

respondent gender:73% male27% female

13

Women: “What type of cyclist best describes you?”

Women: “What motivates you to ride?”

Regular fitness rider — I like to ride regularly to keep in shape, whether I’m alone or with others

Semi-competitive rider — I’ve been known to hop into races or competitions a few times a year

Century/charity rider — I like the long-haul, relaxed-pace organized rides

Infrequent rider — Biking is not quite my thing yet, but I own a bike and ride it once in a while

Transportation rider — I mostly ride to get where I’m going

I don’t ride a bike

Social rider — I typically ride only whenever my friends or spouse ride

Hardcore racer — Riding competitively is what guides a lot of my time on the bike

0.2%

3.0%

9.3%

10.9%

11.1%

11.5%

12.1%

41.9%

0% 10% 20% 30% 40% 50%



0% 20% 40% 60% 80% 100%

It’s good for my health

Being out in nature

It gives me energy

The sights I see while riding

The social aspect—riding with other people

The challenge—pushing to climb steeper hills or ride rockier trails

I can eat more when I ride

Training for century rides or other non-race events

My spouse or partner rides, so I ride to spend time with him/her

I’m trying to lose weight

Training for races or competitions

Other

Keeping up with my children—they ride too

93.1%

82.5%

72.6%

69.6%

62.1%

49.0%

42.3%

36.5%

35.1%

33.9%

33.3%

17.1%

3.0%


Environment/transportation Cross-trainingFunStress relief/mental health“I just love it!”

14

Women: “Who do you ride with most often?”

Women: “Do you participate in women-only bike clinics, rides, or events?”


I usually ride alone

My spouse or partner

Friends of both genders

Female friend(s)

My kids

Coach or trainer

Male friend(s)

Other

A cycling club or group

My race teammates

0% 10% 20% 30% 40%

29.8%

22.2%

14.7%

13.7%

11.1%

2.8%

2.6%

1.8%

1.0%

0.4%


DogCoworkers

No, because I haven't had the opportunity

Yes

No, because I'm not interested

39.3%

39.3%

21.2%

15

Women: “In which categories, if any, do you own a women's-specific bike product? In which categories, if any, do you have trouble finding a product that works well for you?”


Clothing

Saddles

Shoes

Gloves

None

Bikes

Helmets

0% 20% 40% 60% 80%

25.2%86.3%

13.7%60.1%

16.7%56.3%

8.5%52.8%

15.7%46.6%

8.1%25.0%

39.1%7.1%

100%

Own this type of product

Have trouble finding product that works well

27.4%

72.6%

No

Yes

Women: “Do you ever help other women decide what bikes or bike gear to buy?”

16

Women: “How much do you enjoy shopping for bikes and gear?”


Bike shop

Online bike shop

Outdoor store (REI, EMS)

Online women’s clothing store (Athleta, Title Nine)

eBay

Sporting goods store (Dick’s)

Other

Craigslist

Mass merchant (Target, Walmart)

0% 20% 40% 60% 80% 100%

84.7%

52.6%

42.5%

23.6%

17.1%

10.7%

9.1%

3.6%

3.4%

It’s okay

Enjoy it

Dislike it

Don’t shop for myself

37.9%54.8%

6.0%1.4%

Women: “Where do you shop for cycling apparel and accessories?”

Women: Enjoyment shopping for bikinggear by most frequented type of store

2.0 2.4 2.6 2.82.2 3.0

Average rating for enjoyment of shopping(1 = Dislike, 2 = Neutral, 3 = Enjoy)

eBay

Craigslist

Online bike shop

Bike shop

Sporting goods store

Other

Outdoor store

Mass merchant

Online women’s clothing store

2.90

2.73

2.56

2.53

2.49

2.49

2.54

2.46

2.38

17

Women: Comfort rating in local bike shop by whether or not preferred local bike shop has a women's product section

Women: “How comfortable are you going into your preferred local bike shop?”

0% 40% 60%20%

Very comfortable

Somewhat comfortable

Neutral

Very uncomfortable

Don’t shop at a local bike shop

Somewhat uncomfortable

62.5%

23.2%

6.5%

5.8%

1.2%

0.8%


Women: “Does your preferred local bike shop have a section devoted to products for women?”

Yes

No

Don’t know

Don’t shop at local bike shop

0% 40% 60% 80%20%Percentage of respondents

63.7%

21.2%

14.3%

0.8%

Shop has women’s product section

Shop doesn’t have women’s product section

Don’t know if shop has section

3.0 4.0 4.5 5.03.5Average comfort rating (3= Neutral, 5= Very comfortable)

4.62

4.21

3.83

18

Women: “What type of cycling gear do you usually gravitate towards?”

Women: “Can you find cycling clothing and gear that fit your personal style?”

Yes, but it’s not easy

Yes, no problem

Not looking

No, I can’t

45.0%

38.7%

7.7%8.7%

I like feminine gear, but in more subtle designs and colors.

Whatever works well—I’ll buy all men’s stuff if it performs the best.

Plain jerseys, black shorts

The girlier the better! Give me pink and flowers!

46.6%

30.2%

17.3%5.8%

19

Women: “How important are each of these factors to you?”

Women: “What resources do you use when deciding what bikes or gear to purchase?”


0% 20% 40% 60% 80%

Salesperson in bike shop

Online reviews

Advice from female cyclists

Advice from male cyclists

Company websites

Print reviews

Online forums

I decide what to buy on my own

Print advertising

Online advertising

57.9%

57.7%

56.7%

45.8%

29.2%

28.2%

25.8%

13.1%

10.3%

9.3%

Average importance rating (3=Neutral, 5=Very important)

Availability of women’s cut and sized bike clothes

Availability of women’s-specific cycling gear

Lighter bikes for women

Higher-end bike parts on women’s-specific bikes

Availability of women’s-specific bikes

Availability of stylish bike clothes

Female salespeople in my local bike shop

Women-only rides, events, and clinics in my community

4.30

3.0 3.5 4.0 4.5

3.96

3.78

3.70

3.56

3.49

3.17

3.03

20

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