MTB Demographic Research

I thought that since that I will most likely be doing a brief on something to do with mountain biking I figured doing some pre emptive research into the activity's demographic would be more than helpful.


It depends on how you define mountain biking and who you want to include, since not only are there normal mountain bikers who are interested in rambling for leisure not for sport. Many in the MTB industry do their own surveys to determine their demographic, for example Mountain Biking UK would do a survey of a readership (people who read their magazine) but not mountain bikers as a whole representative body of persons.
To cover a demographic the size of the UK population, then the statistically valid source of data would be from the larger UK agencies which cover outdoor recreation; Natural England, Scottish National Heritage and Countryside Council for Wales.


On Single Track World I managed to find a post from one of the women who run the national survey for Countryside Council for Wales, they have sub categories, one of which is 'off road cycling and mountain biking', this particular demographic profile is mainly aged 16-24; 25-34 and 35-54; predominantly male; white; more likely to be either students or employers/managers; have a higher than average annual income; have a degree; have a car, and have children.


According to Sue from CCW the English and Scottish survey information would be available on request since they are run by public agencies so I can at least email these people and find out what info they have.




I also found a handy article from Future PLC on Mountain Biking UK's new look from 4th May which coincidentally is the date I noticed and first bought the magazine.
The new design is cleaner, easier and more engaging to read than the previous magazine's look which was supported by:


"Following on from extensive reader research, the new look magazine is aimed at making it more accessible and relevant to a wider and changing audience demographic. The average age of an MBUK reader has increased from 21.5 years up to 26.6 in the past five years*, with the 25-44 age-group now making up 59% of the mountain biking market according to TGI statistics. The main focus of this emerging demographic is trail riding, as well as gear and product reviews**."

Danny Walter, Editor of Mountain Biking UK said:

“Our new redesign really showcases what MBUK is all about; we’ve responded to the reader research and have essentially grown the magazine with our audience – we’re still celebrating everything that is great about mountain biking, but we’re trying to make the magazine even more accessible and practical to all ages.

The new design layout should make it an even better read, and the inclusion of the new bound-in maps section will provide a real treat for mountain bikers; giving them maps which they can pull out and keep, building up a collection of rides around the UK.”

The redesigned issue of MBUK goes on sale 4th May priced at £4.25, an increase of 5p.

** Statistics taken from MBUK Reader Survey 2009, MBUK qualitative study 2010 and MBUK sponsorship effectiveness survey 2010.