Younger people eager for cheap e-bike – Study DVJ Insights & Kieskeurig.nl

71% of people between 18 and 34 years old do not rule out ever buying an e-bike. This is apparent from the E-bike Brand Monitor of comparison website Kieskeurig.nl, conducted by DVJ Insights. The higher prices are still a barrier to purchase. The research on e-bikes and bicycle brands was conducted among 2000 Dutch men and women aged 18 years and older.

E-bike owners more positive

When choosing an e-bike, battery capacity and seating comfort are mentioned as important. Distance to the point of sale, bicycle brand and Dutch origin are considered least important. ‘Speed’, ‘convenience’ and ‘expensive’ are the most important associations consumers have with e-bikes. Almost three-quarters of respondents have a (very) positive attitude towards e-bikes. In this respect, the group of e-bike owners is much more positive than the group that does not (yet) own an e-bike (92% versus 63%). When people think of e-bikes, big brands such as Stella and Gazelle come to mind first. Giant, Trek and Cube are seen as sporty brands by consumers. While Stella, Gazelle and Amslod are seen as recreational brands. Consumers are most positive about the brands with the greatest brand awareness (Gazelle (72%), Batavus (67%) and Sparta (55%)).

Purchasing e-bikes

The research shows that consumers mainly buy an e-bike for riding longer distances, both for recreational use and for commuting. When the consumer decides to make a purchase, the bicycle expert in the physical shop is seen as the most important source of information, followed by comparison sites. There is no difference with the younger target group, who use comparison sites just as often as a bicycle expert in a physical shop as a source of information. In addition, the younger target group uses comparison sites more intensively.

Purchasing online vs. the store

When purchasing an e-bike, the majority of consumers bought their e-bike in a physical single- or multi-brand bicycle shop (83%). Young people between the ages of 18 and 34 buy most easily online.

More information about our research methods can be found on our website.