Research suggests a boom in cycling among affluent ‘mid-life crisis’ men and car owners.
“Thirty or 40 years ago, people would ride a bike for economic reasons, but our research suggests that nowadays a bicycle is more a lifestyle addition, a way of demonstrating how affluent you are,” said Michael Oliver, who wrote the report for market researchers Mintel.
I wonder if this is a universal trend or more a regional one. These days I see more and more middle aged men taking to riding the bikes here in the US too. What do you guys think..?
Much has been written about a war between cyclists and drivers, as if the two groups were such polar opposites that they could never cross in a Venn diagram. But according to new research, people who cycle the most are likely to own at least two cars.
Regular cyclists – those who cycle at least once a week – are also disproportionately likely to read broadsheet newspapers, be well educated, have a household income of at least £50,000 per year and shop at Waitrose, claims the latest Mintel report, Bicycles in the UK 2010. In addition, they are twice as likely to be men as women.
Men of a certain age now pride themselves on their bicycle collection. In a documentary last year, Alan Sugar showed off the full-carbon Pinarello machines he has bought for his many residences at a cost of many thousands of pounds each.
His research reveals that bike sales are being driven by 35- to 45-year-old family men. Where this age group might once have treated themselves to a sports car – in an attempt to hang on to their youth – they now invest in a luxury bike instead.