PRESS RELEASE: GROUND-BREAKING RESEARCH AMONGST SPORTIVE CYCLISTS
Posted on November 19, 2012
The 2012 SPORTS MARKETING SURVEYS INC. UK Cyclosportive Equipment Report is the first part of a programme of research targeted at providing insight into the equipment used, bicycle expenditure, lifestyles & cycling media consumption by sportive participants.
With cycling’s popularity increasing, more and more riders are entering sportives and this report found that on average riders had participated in 3 sportives in the past 12 months and cycle around 2,500 miles a year.
Over a quarter of sportive riders (26%) spent more than £1,500 on their bike. 65% of bikes purchased by sportive riders were via speciality retailers; IBDs, Speciality Retail Chains, Concept Stores, Online Speciality Retailers.
Proportions of sportive riders purchasing their bike from an IBD increased with age – whereas proportions decreased with age for purchases via an online retailer. Just 7% of sportive riders’ bikes were purchased from Halfords – with the vast majority favouring the more specialist brands stocked in the IBD channel.
27% of female sportive riders cycle more than 50 miles a week. Cycling Weekly is the #1 magazine read by sportive riders, with 28% claiming to read this publication. 85% of sportive riders follow the Tour de France and around two thirds followed the Olympic Road and Track cycling events.
Specialized was the #1 bike brand used by our sample of sportive riders, with Continental taking top spot for tyres and Mavic for wheels. Giro led the helmet count and Shimano was both the most used brand of shoe and groupset.
John Bushell, SMS INC. Managing Director, stated; “The UK cyclosportive participant is a very important target customer for the major speciality cycling equipment brands, and are the early adopters of technology, as well as the cyclist who spends a significant amount on the sport and equipment each year. Knowing why, and how, they make these decisions, as well as which brands are their preferred choices is critical to the industry. 2013 will see a more extensive survey of events across Europe – focusing even more on the serious & avid cycling participant, who set the trends in this fast growing market.”
It is the first time this kind research has been conducted to provide detailed insight into the lifestyles, behaviour and brand ownership of the regular sportive rider.
For more information on our cycling research or to purchase the 2012 UK Cyclosportive Equipment Report please contact Greg Glenister or 01932 345 539
SPORTS MARKETING SURVEYS INC. UK Cyclosportive Equipment Report is based on a sample of 715 face-to-face interviews at 7 sportives in the UK in 2012.
The report includes cycling participation frequency, media consumption, purchase behaviour and brand share for bike, tyre, wheel, helmet, shoe and groupset. The report is available for £350.
SPORTS MARKETING SURVEYS INC. is an independent sports research agency that has been conducting research amongst the regular sports participant for over 25 years.