E-Bikes Are Turning Dutch Market Upside Down
A market survey, for which 30,000 households in the Netherlands were interviewed, reveals that the advent of electric bikes is turning the Dutch bicycle market upside down. This multi-client survey, held by TNS NIPO, asked who is already owner of an electric bike; who’s to buy one; why are people buying e-bikes and what do they consider important when buying an e-bike?
APELDOORN, The Netherlands – A market survey, for which 30,000 households in the Netherlands were interviewed, reveals that the advent of electric bikes is turning the Dutch bicycle market upside down. This multi-client survey, held by TNS NIPO, asked who is already owner of an electric bike; who’s to buy one; why are people buying e-bikes and what do they consider important when buying an e-bike?
E-bike manufacturer and electric bike market leader in the Netherlands as well as in Europe – Sparta – is one of the recipients of the research report. The Accell Group member reveals in a press release on the outcome of the market survey that there’s still a bright future for e-bikes in the Netherlands. Despite the fact that already some 700,000 are sold the survey says that the market will continue to grow in the coming years.
The large-scale market survey reports that in particular buyers in the age group under 55 years are about to enter the e-bike market. They will present a boost in sales. The survey says that in the next years over 40% of the e-bike sales will take place by consumers who are younger than 50 years. This is an increase of 15% compared to the current market situation. In its press release Sparta cheers: “Finally the e-bike market is rejuvenating!”
In larger cities the rejuvenation is expected to take place a little faster than in the rest of the Netherlands, but will be noticeable everywhere. The new e-bike buyer intends to use his bike regularly; about half of them even daily. In particular for short city trips (about 75% of all cases). With that the electric bike offers an increasingly attractive alternative to existing means of transport. The market survey concludes that this brings new demands for e-bikes as well as for product orientation.
Average purchase price
As for product orientation; today’s consumer starts his quest in most cases on the internet. The sale, however, will continue to take place primarily at dealers. According to the market survey; Internet sales of e-bikes is expected to rise only slightly. This offers dealers plenty of opportunities. On the average purchase price for an e-bike the survey reveals that it will be well above 1500 euro while a big part of new buyers groups is expected to spend a significant higher amount.
What is also remarkable is that the TNS NIPO survey concludes that nearly three quarters of all buyers indicate to buy two e-bikes (a gents and a ladies model) in one sale.
For Sparta the survey among 30,000 households brought good news. The bike maker specializing in electric bikes enjoys the highest brand preference among e-bike buyers. The complete report is available at TNS NIPO.