Some 18 months have passed since the Corona pandemic forced its way permanently into all our daily lives. Although generally a scarce commodity at the moment, sales of ebikes in Europe have continued to rise steadily over this period. Much of the bike boom has been linked to the global spread of the COVID19 virus. Is this justified? If so, how sustainable is this development? On what motives is it based? Shimano now provides answers to some of these questions with an own study.
On behalf of the major player from Japan, more than 14,000 adults from twelve European countries were surveyed this summer about their attitudes towards ebikes. The State of the Nation report clearly shows that the past twelve months have left a noticeable mark. The answers to the first question of the survey alone show what has evolved. The respondents were asked to indicate how likely they are to buy or use an ebike now compared to before the pandemic. Almost every fourth person said this was very or fairly likely. In the 25-34 and 35-44 age groups, the proportion was even higher.
Purchase and usage intentions of the respondents
1. That’ s why people are currently riding ebikes
2. These types of ebikes are currently very popular
3. Other countries, other reasons
4. Prices the number one sympathy killer
5. E-biking not yet safe enough
6. Established trends
7. Backgrounds to the study
1. That’ s why people are currently riding ebikes
So interest is growing. But why do more people suddenly want to use an ebike? First and foremost, there is an argument that is directly linked to the infection. People who cycle want to avoid public transport. This is probably accompanied by the desire to reduce the risk of being infected with the virus as much as possible.This motive is mentioned most frequently in Italy (55 percent), Spain (48 percent) and Sweden (47 percent).
Ecological motives appear to be almost as important. As many as 38 percent of all respondents consider the ebike an alternative to a motor vehicle. Among the 55-year-olds, this share is highest at 41 percent.
Reasons for buying and using an ebike
The third to fifth places on the list of reasons show a rather heterogeneous picture that is, however, proportionally close to each other. For many people, it is the desire for daily exercise (31 percent) as well as improved health (29 percent) that makes them get on an ebike. Reducing one’s own CO2 footprint in this way and thus contributing to environmental protection is also cited with a share of 29 percent. The age of the respondents reveals certain differences on this point. At 37 percent, this aspect plays a major role for people under 24 years of age.
More than 20 percent of the mentions also refer to a very practical aspect of everyday life. Especially for distances of less than five kilometres, the ebike is often faster in city traffic than any other means of transport. That’s why the time saving compared to bus, train, car and co. appears as the sixth argument overall. This point is mentioned most often by those younger than 35 (34 percent).
2. These types of ebikes are currently very popular
However, the answer to the question of which type of ebike people are most interested in is quite clear. Every fourth person names the city ebike as their favourite. In second place on this popularity scale is the trekking ebike, a category that one could have guessed on in advance. In this respect, the survey does not come up with any big surprises. With twelve per cent, the e-mountain bike also achieved a double-digit value. The e-cargo bike (8 percent), the e-road bike (6 percent) and the e-folding bike (5 percent) follow in the next places.
Popularity of the different types of ebikes
In the question about the favourite ebike, the study supports a few experiences of the past years. Eight percent more women than men name the city ebike in first place. This picture is almost identically reversed for e-mountain bikes. There, men predominate with nine percent. Under the age criterion, it is also noticeable that slightly more of the younger respondents express interest in an e-cargo bike. Among 18-24 year-olds and 25-34 year-olds, this type has a share of 12 and 13 percent, respectively.
3. Other countries, other reasons
One of the advantages of the Shimano study is its internationality. At one point, the authors compare the countries represented from the point of view of the proportion of those who are considering buying, renting or borrowing an ebike. They add to these results the findings on what is the most important trigger for this intention. The result shows that interest in ebikes is currently highest in Italy. There, 36 percent of the people want to buy an ebike or use it in another form. Their most urgent argument is to avoid public transport.
E-bikes are also very popular in Poland and the Netherlands. There, the purchase or general use intention is 35 and 33 percent respectively. The motivation here, however, is the desire for daily exercise. With 24 percent, Germany is in the middle of the pack in terms of buying and using an ebike. Here, the use of the ebike as an alternative to other motor vehicles dominates. This is something we have in common with Great Britain. There, however, only eleven percent of people intend to buy, rent or borrow an ebike.
4. Prices the number one sympathy killer
In fact, the study also shows that many people are still rather sceptical about ebikes. The main reason for this is the price of the bikes. More than half of the respondents (54 percent) consider them too high. Interestingly, these statements also apply to very similar percentages in countries such as Germany or the Netherlands, where more than every second bicycle sold is an ebike.
In its State of the Nation report, Shimano lets researcher and journalist Laura Laker have her say on the pricing issue. “We also know from research on the impacts of European purchase subsidies the power of financial incentives in boosting e-bike uptake – and it’s no surprise many governments see them as worth investing in,” says Laker. “Perhaps this research shows that if we want an e-bike revolution more needs to be done to lower the biggest barrier: cost.”
In France (67 per cent) and the Netherlands (64 per cent), there is the greatest dissatisfaction about prices being too high. People in Denmark express somewhat less concern (42 percent).
For these reasons, some of the respondents reject ebikes.
5. E-biking not yet safe enough
Safety is mentioned by a wide margin, but still in second place. At 24 percent, quite a few respondents said they did not feel safe riding an ebike. The exact reason for this insecurity remains largely open in the study. Only at one point does a statement appear that is connected to this. Thus, 24 percent of those who would rather not buy or use an ebike say that this is due to the lack of safe cycling infrastructure in cities and municipalities.
At the same time, a certain insecurity about using an ebike could play a role. The 19 percent of respondents who said they did not know enough about ebikes to buy or use one in some other form point at least partly in this direction.
The other three reasons the respondents give for refraining from the topic of ebikes clearly show that the bicycle industry still has a lot of information work ahead of it. After all, some of the respondents think that ebikes do not improve fitness (18 percent), represent a kind of cheating compared to regular bicycles (14 percent) and would rather be something for older people (7 percent). In this respect, the study shows where manufacturers, associations, organisations or other partners still need to show more initiative.
6. Established trends
Nevertheless, the bottom line is that a change in attitude is underway that is detached from the events of the Corona pandemic and could have a lasting effect. Signs of this are the many motivations for which people are now actively opting for ebikes. With an increased environmental awareness, attention to one’s own body and the simplification of everyday life, at least three arguments form a basis that seems so solid that it cannot be shaken so quickly. In parallel, measures such as the expansion and improvement of the bicycle infrastructure or possible purchase subsidies can provide additional incentives in the future. Therefore, it remains exciting to see what the next State of the Nation report by Shimano will reveal.
7. Backgrounds to the study
For the third time, Shimano presents its State of the Nation report. The British market and opinion research institute YouGov Plc. is once again responsible for the data collection. For this year’s edition, a total of 14,419 adults were surveyed online between 19 and 29 July 2021. The participants came from Austria, Denmark, France, Germany, Italy, the Netherlands, Norway, Poland, Spain, Sweden and the United Kingdom.
Pictures: Shimano
