Ecco un'interessante reportage di dati molto interessanti per quanto riguarda la presenza della bicicletta nel Lifestyle della popolazione Americana e nel settore della Bicicletta. Here we are some intresting insights about the role of the bicycle in the US citizens Lifestyle and of course in the bike industry sector.

1. ACTIVEINSIGHTS™
HDC SPECIAL REPORT VOL 5.03
BICYCLE OWNERS:
CONSUMER INSIGHTS
BY THE NUMBERS
A research report created by Hanson Dodge Creative

2. Introduction
Bicycle Owners:
Consumer Insights
by the Numbers
Bicycle owners make up nearly 25% of
the adult population in the United States,
and last year alone, more than 30 million
U.S. adults rode a bike. This Active Insights
white paper will focus on bicycle owners
and provide insights into how this profitable
demographic shops, what type of gear they
spend their money on and what they like to
do when they’re not on their bikes.
How we defined bike owners: any adult (18+) who owns a mountain
bike or road bike.
How we defined bike riders: any adult (18+) who either a) mountain
bikes once per month or more, b) road bikes once per month or
more or c) uses a bicycle as their primary mode of transportation.
© 2015, Hanson Dodge Creative. Reproduction Prohibited.
ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
1

3. Bicycles
One or the other.
• 23.3 million people (10% of adult population; 43% of
bike owners) own only a road bike
• 22.2 million people (9% of adult population; 41% of
bike owners) exclusively own a mountain bike
• 8.8 million people (4% of adult population; 16% of
bike owners) own both
• Of the 3.4 million people who purchased a road or
mountain bike in the past year, only 137,000
purchased both
Helmets
Safety second?
• Only 56% of people who own a bike also own a helmet
Helmet owner does not equal
bike owner.
• 20% of people who own a bicycle helmet don’t own
a bike
• 30% of people who purchased a bicycle helmet in the
past year don’t own a bike
Helmets are purchased around the
time of bike purchase.
• Only 2.5% of people who own a bike but didn’t
purchase it within the past year purchased a helmet in
the past year
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ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
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Cycling Gear Purchases

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ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
Bicycle Clothing
Bicycle clothing consumers are not
all bike owners.
• 42% of people who purchased bicycle clothing in the
past 12 months do not own a bike
Limited spending
• 76% of people who purchased bicycle clothing last
year spent less than $100. Only 11% spent more
than $150.
The sweet spot
• Although only 16% of bike owners own both a
mountain bike and a road bike, those who own
both types of bikes are 6x as likely as the average
consumer to purchase bicycle clothing and 10x as
likely to spend $100+ on bicycle clothing
• Those who own only a road bike, on the other hand,
were just over 2x as likely than the average consumer
to purchase bicycle clothing

5. 6
ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
© 2015, Hanson Dodge Creative. Reproduction Prohibited.
Online Shopping
Bike owners embrace
e-commerce.
• 56% of bike owners made an online purchase for
personal use in the past year
• Those who own a mountain bike or road bike are 33%
more likely than the average consumer to purchase
something online for personal use
Clothes
• 35% of bike owners purchased clothes online last year.
They are 60% more likely than the average consumer to
do so.
Footwear
• Nearly 20% of of bike owners purchased shoes/footwear
online last year. They are 64% more likely than the
average consumer to do so and represent 38% of people
who purchased shoes online last year.
Fitness apparel and equipment
• Bike owners represent 48% of adults who purchased
fitness apparel/equipment online last year. They are 2x
as likely as the average consumer to do so.
Sports equipment
• Bike owners are more than 2x as likely as the average
consumer to purchase sports equipment online. Bike
owners represent 52% of people who purchased sports
equipment online last year.
When bicycle owners shop
online, they spend big.
• 16% of bike owners spent $200-$499 online last year
• 11% spent $500-$799
• 25% spent $800+
• Bike owners represent 42% of the adult population that
spent $800+ online last year; they are 82% more likely
than the average consumer to spend that much online

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ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
Mobile Usage
Smartphone owners
• 68% of bike owners own a smartphone. They are 16%
more likely than other people to have one.
Product research
• 31% of bike owners searched for information about a
product on mobile in the past 30 days. They are 39%
more likely than the average consumer to do so.
Health/fitness apps
• Those who purchased a helmet, bike clothing or a
bicycle in the past year are 80% more likely than other
consumers to use health/fitness apps
• Bike owners in general are around 30% more likely than
the average consumer to use health/fitness apps
Social Media
Facebook and YouTube are
most popular.
• 62% of bike owners visited Facebook in the
past month
• 53% of bike owners visited YouTube in the
past month
LinkedIn stands out for cyclists.
• Bike owners are 56% more likely than the
average consumer to use LinkedIn
• 16% of bike owners have visited LinkedIn in
the past month, making it their third most
popular social platform
Bike owners love sharing photos.
• Bike owners are more than 50% more likely than
the average consumer to use the following photo-
sharing sites:
›› Flickr
›› Picasa
›› Shutterfly

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ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
Active off the bike
Frequent riders are the most active.
• 82% of adults who ride a mountain/road bike at least
once per week engage in at least one other sport/activity
at least once per week
• 54% partake in at least two other activities weekly
• 33% partake in at least three other activities weekly.
Weekly road/mountain bikers are 2-3x as likely as the
rest of the population to be this active.
Fitness riders are more active
than commuters.
• People who bike for sport are more active than those
who ride their bikes as a primary mode of transportation.
Only 56% of those who ride for transportation engage in
another activity weekly, compared with 82% of those who
ride for sport.

8. 9
When not on their bikes, cyclists
take part in these activities.
Most popular other activities engaged in at least once
per month amongst regular bike riders (sport or
transport, monthly or weekly).
Biking is popular amongst
participants in other sports.
Percentage of people who partake in other activities and
also bike regularly.
© 2015, Hanson Dodge Creative. Reproduction Prohibited.
ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
% OF
BIKERS
Walk for exercise Backpackers
MOST POPULAR OTHER ACTIVITIES
ENGAGED IN AT LEAST ONCE PER MONTH
PARTICIPANTS IN
OTHER ACTIVITIES
Run/jog Marathon trainers
Swim Canoers/kayakers
Weightlift Rock climbers
Hike Skiers
Aerobics Frisbee players
Yoga Hikers
Golf Tennis players
Freshwater fish Swimmers
Ski Yoga participants
39%
25%
19%
18%
15%
11%
11%
10%
10%
3%
% WHO ALSO
REGULARLY BIKE
60%
53%
48%
47%
43%
39%
38%
33%
27%
26%
*Included as a point of interest. Not the 10th most
popular activity amongst bikers.

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ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers

10. 11
CONCLUSION
The opportunity
Create, implement and live by an integrated
digital strategy.
Bicycle owners are far more likely than the average
consumer to shop online for clothes, footwear, sports
equipment and fitness apparel, and they make up almost
half of all consumers who spent more than $800 online
in the past year. They are also more likely to review a
product on social, like or follow a brand’s page and
click on a social media ad. Brands without an integrated
digital strategy, including a seamless online shopping
experience, content, product information, a search
engine marketing (SEM) plan and engaging social
channels are at a significant disadvantage.
Embrace mobile to reach bicycle consumers.
Bicycle owners are more likely than the average
consumer to own a smartphone, research products
via mobile and use health and fitness apps. A
mobile-optimized website with detailed product
information is table stakes. Take it a step further and
integrate mobile into your digital engagement strategy
.
Consider distribution channels that serve
active consumers with a broad set of needs.
It’s no surprise that bicyclists are more active than the
average adult, but consider this: kayakers are 10x
more likely than the average consumer to mountain
bike weekly, the majority of marathon runners and
backpackers bike at least once a month and more than
a quarter of yoga participants, swimmers and tennis
players bike regularly. Distribution channels like REI
that serve a broad set of needs may appeal more to
these crossover athletes than enthusiast shops. Focusing
on channels that sell a variety of equipment for active
lifestyle and outdoor consumers may grow overall sales.
© 2015, Hanson Dodge Creative. Reproduction Prohibited.
ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers

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ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
About the study
The findings for this Active Insights were synthesized by
Hanson Dodge Creative (HDC) strategists from the MRI
Survey of the American Consumer®
, which generates the
country’s largest and most current consumer database.
The data set is representative sample of more than 25,000
American consumers from 2014, covering numerous topics,
including demographics, lifestyles, attitudes, media choices
and consumption.

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ACTIVEINSIGHTS™ Bicycle Owners: Consumer Insights by the Numbers
ABOUT HANSON DODGE CREATIVE
Hanson Dodge Creative (HDC) is a fully integrated, strategically
driven agency—a mashup of designers, developers, writers, inventors,
strategists, dreamers and analysts. We unleash the full power of our
collective mind to inspire audiences and transform business. Our
specialties are brand engagement, campaign development, technology
solutions and digital commerce. Learn more at hansondodge.com.
CONTACT US
Want to discuss the implications of this research for your brand?
Contact us to get the conversation started.
Tom Flierl
VP, Marketing Business Strategy
Hanson Dodge Creative
220 E. Buffalo St.
Milwaukee, WI 53202
Phone: 414.270.8398
Email: tflierl@hansondodge.com
Inspire and transform.
Inspire and transform.
orm.