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3 Jun 2024

Consumer confidence has continued its “upward momentum” despite the cost-of-living crisis remaining a daily reality for households, a survey suggests.

20 May 2024

Cycling UK has launched the Inclusive Cycling Experience, a new programme funded by the Motability Foundation, to support disabled communities in Greater Manchester and Inverness to start...

20 May 2024

ACT member Mapes of Millport, a bike shop on Cumbrae, an island in the lower Firth of Clyde in western Scotland, is riding high after being selected as the best cycle hire shop in...

20 May 2024

People who cycle to work are less likely to be prescribed drugs to treat anxiety or depression than those who commute using different modes of transport, new research shows.

20 May 2024

The cycling industry may have experienced one of its most turbulent periods in recent history, but it still represents a great opportunity for investment, according to a report...

20 May 2024

The Sustrans Walking and Cycling Index, the biggest UK survey of walking, wheeling and cycling, found only 40% of residents on low incomes had access to a cycle. This compared to 59% in...

9 May 2024

John Lewis, the UK’s largest department store, will stock the UK’s leading e-bike brand, VOLT from today. The retailer will have four models from VOLT’s award-winning range of...

8 May 2024

Hundreds of independent bike shops around the country got involved with this year’s Local Bike Shop Day, according to organisers, the Association of Cycle Traders

8 May 2024

UK consumer confidence improved by two points in April, new data has shown, as optimism about personal finances for the coming year remained stable.

8 May 2024

More than 400 children and adults have cycled through Brighton and Hove to ask for the streets to be made safe for cycling with a network of separated cycle lanes.

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E-bikes getting more popular among female and 25–34-year-old cyclists across Europe.

Posted on in Business News , Cycles News

The annual e-bike monitor by market research institute GfK has found that the 25-34 age group made up a bigger portion of all e-bike customers in the Netherlands in 2023 compared with 2022, whilst in Germany e-bikes enjoyed a growing popularity among women and one-person households.

e-bike rider

Over the years, e-bike riders have been getting younger on average. This is common practice in every country after the market acceptance of e-bikes. In the Netherlands e-bikes even became widespread among teenagers when cycling to school. The latest edition of the GfK e-bike monitor shows however that the popularity of e-bike decreased in the age group 18-24 years.

The monitor shows that sales of fat bikes, though, remain limited. Also, the market share of e-road bikes declined, while city and touring e-bikes gained a bigger market share. Dutch consumers are still willing to pay for a good quality e-bike. The average price rose by 18% last year, not solely due to price tag differences, but also due to shifting preferences. The fear of e-bike theft, a common barrier for a high-priced purchase, has increased by 40% in 2023.

The brick-and-mortar store remains the primary channel to go when looking for an e-bike. Consumers in all European countries still think it is important to see and test the e-bike themselves. After an increase last year, the share of the online channel has slightly decreased in the Netherlands. The online share for purchasing an e-bike is relatively low in the Netherlands compared with other fast moving consumer goods. In 2023, over 90% of buyers who visited a store made a test ride. Although test rides are common in other countries, the percentage lags behind the Netherlands. Consumers also prefer the possibility to make their own choices as 75% of them select a multi-brand store. A similar consumer behaviour is reported in Belgium, Germany, Denmark, and Sweden.

While the online market is losing market share in the Netherlands, the share of this channel is rather stable in other European countries. Due to the dominance of large-scale sport retailers and hypermarkets, consumer behaviour in France varies from other European countries. For example, the market share of online distribution is much bigger than in the other European countries which are part of the monitor. Just like last year offline purchases still slightly surpass online transactions in Germany.

For all Europeans, visiting a brick-and-mortar store, plus making a test ride is crucial in the customer journey. Still there are clear differences in the various age groups and the customer journey in other countries compared to the Dutch market.

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