The GIM Cyclist Typology
Bike Riding is Booming – but Studies Are Rare!
Cycling is trendy! In the face of traffic jams, nitrogen oxide and stress, it has become more and more apparent that the popularity of bicycles and the bicycle’s significance as a vehicle in the individual mobility mix has been increasing notably – and not only in Germany’s urban centres. In the long term, it may even become a "game changer" for people’s mobility behaviour.
This means that the bicycle market is more exciting than ever! And yet we know relatively little about what is important to cyclists: valid studies on motivations and barriers in the context of bicycle use are rare!
Five Cycling Types for Your Target Group Marketing
GIM has now closed this gap with its cyclist typology "I want to ride my bicycle - the kings & queens on Germany's roads". The study identifies five distinct user types that differ in their attitudes to cycling (hedonistic vs. pragmatic) and their behaviour (frequency of cycling).
The GIM study answers for example the following questions:
- Which different user types are there?
- What are their specific needs and requirements when it comes to cycling?
- Which attitudes and values do they hold with regard to bike riding?
- What are the different user types’ drivers and barriers for bike riding?
- What specific functions do bicycles perform for them?
Apart from this typology, the study also presents general facts on bike riding patterns in Germany.
Benefit from our study: Deeper understanding of your target group
This study offers you as decision-makers in companies or public institutions tangible target group information for your strategic and tactical decisions:
- Manufacturers and retailers can specifically address the different types‘ usage requirements on the product and service level which were determined empirically.
- Guided by empirical data, municipal decision-makers can promote the bicycle traffic in their municipalities depending on the cyclist types prevailing there.
- Umbrella organisations can enrich their own findings on target groups for cyclists with central added-value dimensions.
Profiling Tool: Based on 14 individual statements, a specially developed profiling tool furthermore identifies your target groups precisely so that they can be targeted specifically in further research projects.
To get a free copy of the report in form of a pdf file simply fill out the form on the right.
If you have any further questions about the study, please do not hesitate to contact Research Director Sebastian Klein and Research Manager Nele Klauss.