Pioneering research on international cyclists

Posted on February 23, 2016

SPORTS MARKETING SURVEYS INC. unveils pioneering research on international cyclists


WISLEY, UNITED KINGDOM – FEBRUARY 23rd 2016 Surrey based sports research specialists SPORTS MARKETING SURVEYS INC have released details of their latest international cycling research which offers unprecedented insight into the motivations, cycling habits, buying patterns and brand choices of regular cyclists.

The far-reaching research saw SMS INC. interview 1,000 cyclists in each of the UK, Germany and France and 3,000 in the United States. Understanding the female cyclist and comparing behaviour and attitudes to their male counterparts is one of the issues vexing the industry, and so another core element of the research programme is that each study has a 50:50 split of male and female cycling respondents to create additional insight.

Pre-ordered by some of the key brands in the industry, this International Consumer Behaviour programme investigates both the equipment used for cycling and attitudes to it. On equipment, the report assesses key areas of the industry, including a range of bike types but also helmets, tyres, wheels, apparel and key technological developments like digital devices and e-bikes. Attitudinal questions assessed what inspires cyclists to participate, to upgrade their bike or to choose a particular product.

By focusing on those who have spent at least £400 on a bike and have cycled regularly in the last 6 months, SMS INC. have been able to maintain a focus on core cyclists of all ages and abilities, without overlooking the casual or practical cyclist for whom cycling is an important, but perhaps not crucial, part of their lives.

SMS INC.’s sports business manager for cycling, Edward Willis, adds “brands are increasingly interested in understanding what is driving the growth in female cycling and in identifying ways in which they can appeal to this crucial market. In fact, whilst the reports show a clear divergence of opinion between men and women on many topics, the areas where their interests align are just as revealing.”

In the UK, the results expose clear differences between men and women in terms of, for example, their spend on different types of bike, their priorities when considering upgrading a bike’s components and the people they choose to cycle with. Often these differences are counter-intuitive, for example the finding that it is men, not women, who are more concerned about the gender specificity of a bike or frame. Meanwhile the differences in cycling behaviour and motivation across the four countries sampled can be an invaluable tool in helping brands tailor their offering for what are very different cycling populations.

Willis adds – “the  unique thing about these reports is the sheer depth of data available. In tandem with our participation research, the consumer behaviour study will allow brands to delve deeper into cyclists’ motivations, buying habits and brand choices than ever before. The breadth of profiling information means that we can make each report truly relevant for individual brands, whether they want an overall picture or a focus on, for example, female cyclists, urban commuters, competitive riders, online buyers, particular age groups or those cycling for health and fitness.”

With information on the following of professional cycling – events and preferred riders – this provides the richest vein of understanding and insight available on the lifestyle and comparative behaviour of cyclists in these four markets.

Interested parties are invited to contact SPORTS MARKETING SURVEYS INC.


For more information on SPORTS MARKETING SURVEYS INC. or the International Cycling Research, please contact:

ED WILLIS             


TEL:                                  +44 (0) 1932 345 539



Editor’s Notes: With offices in Europe and the USA, SPORTS MARKETING SURVEYS INC. is Europe’s leading specialist sports research agency that has been conducting research amongst the major equipment manufacturers, governing bodies, event owners and venues for over 25 years.

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