Pinkbike Annual Community Survey: How Do Pinkbike Readers Spend Their Money?
So far we've talked about who Pinkbike readers are and before we get into what bikes and parts they use we're going to drill down into the cold, hard cash. A look at any mountain bike meme page with their eye-rolling 'hide your purchases from your partner' style posts will tell you that talking money is always awkward but with the anonymous, disaggregated data we were able to get from the survey we can take a closer look at mountain bikers' spending habits. The relevant responses are all below:
What is your approximate household income?
$0-$24,999: 6.75%
$25,000-$49,999: 10.65%
$50,000-$99,999: 25.37%
$25,000-$49,999: 10.65%
$50,000-$99,999: 25.37%
$100,000-$199,999: 31.19%
$200,000+ 12.25%
Prefer not to say: 13.8%
$200,000+ 12.25%
Prefer not to say: 13.8%
It looks like Pinkbike readers are generally more well-off than the average. The median household income in the USA was $67,521 in 2020 whereas it sits somewhere between $100,000-$199,99 among the Pinkbike audience. Of course, we're taking a global sample here so it's not an apples to apples comparison but it's probably fair to say that this expensive sport attracts a wealthier participant.
Estimate how much you spend each year on mountain biking. (Estimated in USD)
Under $500: 10.94%
$501 - $999: 22.09%
$1,000 - $1,999: 25.09%
$2,000 - $2,999: 16.21%
$501 - $999: 22.09%
$1,000 - $1,999: 25.09%
$2,000 - $2,999: 16.21%
$3,000 - $4,999: 12.69%
$5,000 - $7,499: 7.24%
$7,500 - $10,000: 2.99%
Over $10,000: 2.74%
$5,000 - $7,499: 7.24%
$7,500 - $10,000: 2.99%
Over $10,000: 2.74%
With spares, repairs, transportation or even riding holidays to factor in, the costs of mountain biking can quickly spiral way beyond just the price of a bike. We asked how much you spend on mountain biking a year and if it wasn't already clear, mountain biking is definitely not a cheap hobby. More than 40% of you spend more than $2,000 a year while only 10% of you are able to spend less than $500.
What is the cost of your current primary mountain bike?
Under $999: 3.22%
$1,000 - $1,999: 7.83%
$2,000 - $2,999: 11.59%
$3,000 - $3,999: 15.76%
$4,000 - $4,999: 14.48%
$5,000 - $5,999: 14.75%
$6,000 - $6,999: 10.9%
$1,000 - $1,999: 7.83%
$2,000 - $2,999: 11.59%
$3,000 - $3,999: 15.76%
$4,000 - $4,999: 14.48%
$5,000 - $5,999: 14.75%
$6,000 - $6,999: 10.9%
$7,000 - $7,999: 7.99%
$8,000 - $8,999: 5.91%
$9,000 - $9,999: 3.02%
$10,000 - $10,999: 2.38%
$11,000 - $11,999: 0.87%
Over $12,000: 1.32%
$8,000 - $8,999: 5.91%
$9,000 - $9,999: 3.02%
$10,000 - $10,999: 2.38%
$11,000 - $11,999: 0.87%
Over $12,000: 1.32%
We'll let you do the dollars to XBox/paintball gun to dollars conversions on these prices.
What is your budget for your next mountain bike?
Under $999: 1.81%
$1,000 - $1,999: 4.12%
$2,000 - $2,999: 9.38%
$3,000 - $3,999: 17.19%
$4,000 - $4,999: 17.80%
$5,000 - $5,999: 19.08%
$6,000 - $6,999: 11.23%
$1,000 - $1,999: 4.12%
$2,000 - $2,999: 9.38%
$3,000 - $3,999: 17.19%
$4,000 - $4,999: 17.80%
$5,000 - $5,999: 19.08%
$6,000 - $6,999: 11.23%
$7,000 - $7,999: 7.81%
$8,000 - $8,999: 5.01%
$9,000 - $9,999: 2.38%
$10,000 - $10,999: 2.39%
$11,000 - $11,999: 0.53%
Over $12,000: 1.47%
$8,000 - $8,999: 5.01%
$9,000 - $9,999: 2.38%
$10,000 - $10,999: 2.39%
$11,000 - $11,999: 0.53%
Over $12,000: 1.47%
It looks generally like people will be looking to spend a bit more on their future mountain bikes than their current ones. We couldn't say at this time whether this is down to the increasing price of bikes or the fact people will be looking for an upgrade.
How often do you buy a new bike?
1 year: 11.30%
2 years: 23.39%
3 years: 25.03%
2 years: 23.39%
3 years: 25.03%
4 years: 15.53%
5 years +: 24.76%
5 years +: 24.76%
Nearly half of you replace your bikes on a 2-3 year cycle. This tracks roughly with the model cycle used by brands so it makes sense you would want to refresh your bike as they do. It's also great to see in the current climate crisis that nearly a quarter of you have kept your current bike for more than five years, after all, if it ain't broke...
Where do you normally buy your new bikes?
Craigslist: 1.90%
Direct from manufacturer: 16.6%
ebay: 1.31%
Facebook Marketplace: 2.83%
Direct from manufacturer: 16.6%
ebay: 1.31%
Facebook Marketplace: 2.83%
Local bike shop: 47.9%
Online / mail-order retailer: 11.92%
Pinkbike Buy/Sell: 10.33%
Other: 7.21%
Online / mail-order retailer: 11.92%
Pinkbike Buy/Sell: 10.33%
Other: 7.21%
Nearly half of you still buy bikes from your local bike shop. It's great to see that good local bike shop can still pull in customers and they are a vital part of the infrastructure of our sport. Bike shops still sell the most new bikes with internet-ordered bikes (either directly from manufacturers or from an online shop) coming to just under 30%.
Is there a bike part that you can't get that you currently want or need?
The effects of the COVID pandemic have meant a widely reported shortage for bikes and parts across the cycling industry. To see how these were affecting the average rider, we asked "Is there a bike part that you can't get that you currently want or need?", in total around 2 out of five of you have been affected by these issues.Yes: 41.68%
No: 58.32%
What bike part can't you currently get that you want or need?
Apparel: 8.72%
Brake Pads: 14.66%
Brakes: 19.56%
Cassette: 23.55%
Chain: 23.55%
Complete Bike: 21.82%
Cranks: 11.09%
Derailleur: 21.22%
Derailleur cable: 1.50%
Dropper Post: 12.08%
Fork: 15.86%
Brake Pads: 14.66%
Brakes: 19.56%
Cassette: 23.55%
Chain: 23.55%
Complete Bike: 21.82%
Cranks: 11.09%
Derailleur: 21.22%
Derailleur cable: 1.50%
Dropper Post: 12.08%
Fork: 15.86%
Frame: 11.32%
Grips: 7.89%
Handlebar: 6.82%
Saddle: 7.93%
Shock: 10.94%
Stem: 4.77%
Tires: 22.85%
Tire Sealant: 1.90%
Tubes: 2.31%
Wheels/wheel parts: 19.27%
Other: 13.65%
Grips: 7.89%
Handlebar: 6.82%
Saddle: 7.93%
Shock: 10.94%
Stem: 4.77%
Tires: 22.85%
Tire Sealant: 1.90%
Tubes: 2.31%
Wheels/wheel parts: 19.27%
Other: 13.65%
The issues seem to be affecting almost all bike components to some extent but it looks like complete bikes, groupset components and tyres are currently the hardest items to source. Cables and tubes seem to be the easiest to source but that might simply be because the demand for them isn't as great.
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Member since Nov 14, 2018
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I also think it'll be super interesting to see how these results change year over year. It's valuable primary research to be able to see that hey, people plan to spend less/more on bikes this year, or wow people really are consolidating their bikes into smaller stables, etc.
True that! Horses need no chain, derailleur nor cassette.
The idea that someone would say: "I can only afford to spend $6000", that just doesn't make any sense to me, nor do pricepoint bikes.
Too each their own.
But @brianpark I think there will be an outcry if you call 6k a budget field test
What’s your point
High bike prices means the other retailers (parts, clothing et al) can charge accordingly.
They can at the moment but what they going to do in ten years when we’re too old to ride? We’re only paying these ridiculous prices because we’re invested, It’s a super toxic relationship. Kids aren’t getting into mountain biking on their own anymore. It’s not a cool sport, see a kid on a mountain bike and it’s because his dad rides in the majority of cases. 30-50 year old dads are responsible for the majority of all bike sales and they’re all about to age out.
What we'd expect is prices to drop once economies of scale were realized. Instead it's opportunistic capitalism
I won't shed any tears for when the economy sours and they're struggling, but that could be awhile. There's still a heap of cash available in the older crowd.
One day a guy talked to me at the trail, he had just bought a mountainbike at Decathlon. He was aware that it is nowhere near top level but just wanted me to check it. I helped him a little with some adjustments, informed him what to keep an eye on and what may be causing issues at some point. But I also told him that his bike is way ahead of what I was riding when I started and what I rode the hell out of. A bike is modular. Get something to ride, get stoked, sort issues as they come. Just because the top level stuff is getting more advanced and expensive doesn't mean the stuff you need to just go out and ride has got that much more expensive. And actually with the internet now, it has also become easier to buy and sell used stuff.
I do get though that compared to the punk-rock attitude of the beginning of this century, the image of the sport has become a bit too refined. It probably wouldn't have held me back as I just always liked the sensation of riding a bike on dirt so I always wanted to do this, but for a kid who wants to do something because it looks cool then yeah maybe they won't feel as attracted now. That said, I doubt someone who tries something because what it looks like may not stay motivated for as long as someone who does something because of how it feels. Because when you ride, you feel the feel but you can't look at yourself.
Clearly, as that would alienate too many users too quickly.
First announcement - hey outside bought pinkbike… but don’t worry! We’re not going to change anything.
Second announcement - so funny story.. we’re going to change just a couple things. But don’t worry! It’s hardly anything really.
8th announcement - ?
It’s not a conspiracy theory or tinfoil hat.. businesses simply have models that work, and significant content pay structure is a key revenue generating stream for Outside products. It’s been recognized by users across the site from day 1. This is the first PB issue I can recall where mods have low-key been consistently putting out fires in the comments.
Leopards don’t change their spots. Give it time.
"user content, news, standard reviews, athlete videos, comments etc"
So you've just confirmed that most (all?) original content will be behind the paywall while the peasants will get reposts of youtube videos that we've already seen elsewhere (like, duh, on youtube) sprinkled with some sensationalist "articles" about crime from Bicycle Retailer. Noice.
Sex Pistols had this figured out years ago.
Outside aren't rookies, they know the corporate game.
Priorities!
Almost 57% are in this range:
$50,000-$99,999: 25.37%
$100,000-$199,999: 31.19%
Although it's unfair to characterize $50K USD as wealthy, especially in expensive cities (Vancouver for instance).
"We couldn't say at this time whether this is down to the increasing price of bikes or the fact people will be looking for an upgrade."
Lol take a wild guess... Or just look at the actual prices. The spending increase suggested by the survey will be just enough to only downgrade from GX to NX on the next bike instead of all the way down to SX.
Don't be a free assets to people who dont give a rip about you.
I think a lot of people willing to dirtbag it on the car, are also enjoying the ride on an older bike that they keep working.
Your not first you’re last
not on memberships \(*-*)/
@TerrapinBen: the future is uncertainty. I wish I knew the score