A study of more than 1,000 people in the Netherlands, as part of a larger group of more than 15,500 people in 12 European countries, has shown that the rising costs of living and subsidies for purchasing e-bikes are the most important factors for people to consider using e-bikes. The study was conducted on behalf of Shimano, a global manufacturer of bicycle parts and accessories.
The people in the study were asked about the reasons for buying or renting an e-bike at the moment. The main motives appear to be the cost of living (53%) and support for the purchase costs through an e-bike subsidy (50%).
Only 17% consider the improvement of cycling infrastructure to be an important factor. However, 37% of the people surveyed indicate that the infrastructure in their immediate vicinity has improved in the past 12 months. There are, however, differences between the provinces in this regard. In Limburg (46%), people are very pleased with the improvements, but in Flevoland (72%) and Zeeland (61%), residents are not so enthusiastic about them.
This research was conducted with the aim of State of the Nation This year, a yearly report from Shimano that provides insight into how people across Europe view e-bikes. The report is HERE to be found.
Across Europe, economic reasons such as the cost of living (47%) and subsidies for e-bikes (41%) are cited significantly more often than COVID-19 as a motivating factor for increasing the use of e-bikes (18%). This is a significant difference from last year.
At that time, 39% of the respondents in Europe indicated that they were considering buying or using an e-bike to avoid public transport out of fear of Covid-19. Concerns about the environment are seen by 33% of the Europeans in the surveyed countries as an important motivating factor.
To gain insight into the thoughts people have when using e-bikes, Shimano asked the question: for whom do you think e-bikes are intended? This revealed that in the Netherlands e-bikes are strongly associated with seniors (at 65% the case). That is much higher than the average of 38% across Europe. E-bikes are also associated with people who are concerned about the environment (42%) and with commuting (37%).
The Netherlands vs Europe
People in the Netherlands are much more likely than other Europeans to have their bikes serviced: almost half (48%) say they plan to do so in the next 6 months. That is almost double the average of 25% across Europe. Nearly half of those in the Netherlands who plan to have their bikes serviced (54%) say they do so because maintenance is important for the lifespan of the bike. The Netherlands leads the way in terms of the number of bike owners: only 13% say they don’t have a bike, compared to an average of 41% across Europe.
Interesting developments
Jonathan Davis, PR & Communications Manager at Shimano Europe: “We are delighted to present our fourth State of the Nation report. Based on a survey of more than 15,500 people across Europe, we want to explore the motives of e-bike users and gain a better understanding of how people view e-bikes and bicycles in general.”.
“The findings are intriguing and enable us to identify important trends in the market. Public opinion regarding e-bikes and attitudes towards people who ride an e-bike are changing in a positive direction.
”We hope that this report will be a useful tool for everyone in the bicycle industry and beyond, and that it will continue to play a role in the further development of the e-bike industry.”
Statistics
- 53% says that the rising costs of living are reason enough to buy/rent an e-bike
- 50% says that a subsidy would encourage people to buy/rent an e-bike
- 65% believes that e-bikes are for seniors
- 43% says that e-bikes are for environmentally conscious people
- 48% says that they will probably have their bike serviced in the next 6 months
- 54% of the people who maintain their bike say that regular maintenance is important to keep the bike in good condition.
Accountability
- Data and report: All figures, unless otherwise stated, come from YouGov Plc. The total sample size consisted of 15,792 adults in the United Kingdom, Spain, France, Germany, the Netherlands, Italy, Austria, Sweden, Norway, Denmark, Poland, and Switzerland. The field survey was conducted between August 17 and 25, 2022. The survey was conducted online. For each country, equal weight was assigned to the figures to arrive at an ‘average’ value.
Ganna & Shimano
Ganna has assisted in the dissemination of this press release in the Dutch media on behalf of Shimano. Ganna is a creative marketing and communication agency in the cycling industry.
About Shimano Europe: Shimano, founded in 1921, helps its customers get closer to nature, supports people in realizing their dreams, and creates new lifestyles. This includes the pursuit of designing excellent bicycle products and apparel. With over 100 years of experience, Shimano is proud to have developed products that have helped countless athletes achieve success and have given people the opportunity to go out and explore. For more information, visit: lifestylebike.shimano.com
