Study on Switching to the Ebike: More Feelings, Please

What are the motives for people to switch from any vehicle to an ebike in their everyday lives in the long term? This question is certainly on the minds of the sales and marketing departments of numerous ebike manufacturers. In addition to the industry, science also seems to find this context exciting. A recent scientific experiment revealed that feelings and sensory perceptions play at least as important a role as rational information.

The ecological, health and social advantages of switching as many people as possible from cars, motorbikes or even public transport to an ebike are well known. However, such positive effects do not happen on their own. It still takes enough of those who take this step to do so. But what are the arguments that potential buyers respond to and what ultimately tips the scales in favour of or against the ebike? This is what Robert Næss, Sara Heidenreich and Gisle Solbu from the Norwegian University of Science and Technology in Trondheim investigated. Their results were published in the English-language journal “Mobilities” this summer.

The proof of the pudding is in the eating

For their research question, the three researchers from the Institute for Interdisciplinary Cultural Studies used an experiment. Between 2017 and 2019, a total of 19 people were each given an ebike for a fortnight. They analysed the extent to which someone who has no previous experience with such bicycles integrates them into their everyday mobility behaviour and how lasting this integration turns out to be.

None of the participants aged between 13 and 60 owned an ebike at the time of the experiment. None of the 13 females and six males described themselves as cyclists. Instead, they used cars and buses or walked as their primary means of transport. Only one person reported switching from bicycle to bus and vice versa.

Overview of characteristics such as gender, age and preferred means of transport of the participants in the study

Almost starting from zero

Consequently, just riding an ebike was quite a change for the participants. This was exacerbated by the researchers’ decision not to give the participants an introduction to the use of the ebikes. Everyone was completely on their own in this respect. It is not clear from the publication which ebikes they received. So we do not know what kind of ebikes these were, what quality they were and what ebike system they were based on.

It was at least a relief that Trondheim, as the location of the experiment, already had good preconditions for cycling at the time. The city has a fairly well-developed cycling infrastructure, which is reflected, among other things, in a low risk of accidents for cyclists. The location on the Trondheim Fjord results in high air quality. In combination with the forests that start right at the city boundary, this results in an environment that is undoubtedly inviting for cycling. Together with the small number of participants, this naturally creates a constellation that prevents the results of the experiment from being considered representative for all regions and population groups. The researchers admit this in their study without hesitation.

Riding an ebike often opens up using new routes.

When the motivation is right

The participants seem to have accepted the challenge of discovering the phenomenon of the ebike for themselves in a positive way. One reason for this may be that they volunteered for this experiment. How is an ebike battery charged? What are the requirements for riding an ebike? How do you dress appropriately for cycling in different weather conditions? The people solved all these questions themselves and acquired new knowledge and skills in the process. This also included basic things like choosing the most comfortable route or calculating how long it takes to ride an ebike to certain destinations.

As a result, the people changed their usual routines. They travelled to familiar destinations such as the workplace or friends on new routes, explored parts of the city that were previously almost unknown to them and made themselves less dependent on their previously preferred means of transport.

Of course, not every experience while riding an ebike is enjoyable per se. Environmental factors such as noise or air pollution are experienced more directly than sitting in a car, for example.

Experiencing the same things differently

The questionnaires filled out after the experiment show that emotional and sensory experiences were largely responsible for these changes. The perception of nature alone was completely different. Sounds obvious when suddenly the glass pane separating you from this part of the environment is gone. All of a sudden, smells, sounds and the experience of speed are much more immediately perceptible. There is talk of the fun of riding hands-free, of laughing, of competing with each other and of the freedom to stop in a self-determined way if you unexpectedly meet acquaintances or want to observe a scene around you. In general, riding an ebike gave participants a broader sense of mobility.

Arriving relaxed, without sweating and free from pain was one important factor for the participants that evoked positive feelings in them.

According to the study, people interpreted these feelings as emotions such as joy, happiness, pleasure and excitement. They assigned attributes such as freedom, comfort and speed to riding the ebike. Usually, these are related to driving a car. On this basis, the researchers demand that, in addition to rational aspects, emotional and sensory aspects should be transported at the same time if a mobility concept such as the ebike is to be lastingly anchored in the behaviour of broad sections of the population. In Norway, however, the focus is currently on factors such as costs, time and efficiency.

The second key finding was that experimentation seems to be a very helpful means of introducing people to new technologies in a lasting way. An indication for this statement was provided by the participants a few months after the end of the experiment. A survey showed that 13 of the 19 people had bought their own ebike in the meantime.

Study: Robert Næss, Sara Heidenreich & Gisle Solbu (2023): Sensory and emotional dimensions of domesticating new technology: an experiment with new e-bike users In Norway, Mobilities, DOI: 10.1080/17450101.2023.2230372

Pictures: Riese & Müller GmbH; Giant Deutschland GmbH; Hypaths GmbH