SMS INC. reveals new data on cycling consumers

Posted on June 14, 2016

In the wake of the ground-breaking International Consumer Behaviour Programme released earlier this year, leading independent research company SPORTS MARKETING SURVEYS INC. has revealed plans to offer abridged reports to individual sectors within the cycling industry. Specifically, SMS INC will now offer the following reports:


Each report will include the profile of cyclists and overall cycling habits, as well as putting the spotlight on the relevant sector, including details of brand share, spend and point of purchase.

SMS INC.’s Sports Business Manager for cycling, Edward Willis, explains the new reports: “We have had excellent feedback from clients across the industry who are already benefitting from this research. With many in the cycling industry coming to terms with slowing sales, this research can help manufacturers, retailers, federations and event organisers make better commercial decisions and establish how they can best appeal to different groups of cyclists.”

The International Cycling Consumer Programme was run in the UK, France, Germany and the USA and features robust samples of core cyclists within each market. To participate, respondents had to have spent at least £400 on their main bike, and have cycled 12 times in the six months prior to fieldwork. Male and female cyclists were recruited in equal proportion to enable close analysis of differences between male and female participants. As well as gender, results can be split by multiple factors, including age, spend, cycling type and motivation for cycling.

The programme will be repeated in Q4 2016 and so there is an opportunity for participating brands to have an input on the questions and topics covered, enabling them to tailor the research to their needs.

Report prices range from £1,000-£2,000 per country. The full report, which offers a comprehensive overview of all areas of the cycling market, is available for £3,500 per country. For full details of topics included within each new report, or to discuss any other cycling research needs, please contact Edward Willis – or call the Sports Marketing Surveys Inc. office on 01932 345539.

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