With all warranted respect and admiration for Frank Zappa, purloining the title from his great ditty seemed the perfect way to start off a post about RKP’s first-ever reader survey. We start this with one great known—you’re a bunch of cyclists, so no surprises there. There is, however, a second piece of data that drives this survey. I’ve had a number of heavyweights in the bike industry—some of the people I most admire in this biz—tell me that RKP has the brightest, most thoughtful readership to be found in cycling. It’s a compliment of the highest order. What led them to this conclusion are your comments at the end of our posts. By playing nice, you’ve proven yourselves a thoughtful, insightful bunch. And because the industry has the opportunity to interact with you there, that makes you especially interesting. Even though there are times when you might be suspicious that they are telling you what you should buy next, they want to know who you are and what you think.
We received roughly 1000 responses, which was far higher than I had expected—thank you!
My history in publishing allowed me to guess at how many of these responses would go, but there were some good surprises and one disappointment. Rather than break out each and every percentile, I’m going to present the meat of the bell curve to help the bigger picture emerge.
Without further explanation:
Age: You’re a bunch of grownups; 79% of you are between the ages of 35 and 64.
Sex: The testosterone is easy to find; 95% of you are guys. I was bummed to find out we had so few women among our readers.
Marital Status: Someone thinks you’re cute; 75% of you are married.
Education: You’re a smart bunch; 78% of you have a college degree, and slightly more than half of those have a graduate degree.
Residence: You’re masters of your domain; 77% of you live in a house and 78% of you own your home. I should have asked how you use your garage space.
Income: You know how to land a good job; 68% of you earn $75k or more. You know we sell T-shirts and kits, right?
Kids: Most of you like little people; 49% of you have one or two kids, but a whopping 37% opted not to pay to have someone barf on you. I can hear your disposable income from here.
Riding Frequency: You kids are a bunch of addicted lifers; 81% of you ride between three and six days per week. Marketing managers are going weep with joy when they read that.
How Many Bikes: It’s clear that one is not enough. A whopping 75% of you have three or more bikes (and of those 15% of you have more than six bikes). This just feeds the adage that the correct number of bikes is N+1.
Bikes You Own: It’s possible that a few of you don’t own road bikes as some of you didn’t respond to this question, but the revelation here is just how many of you own something that isn’t a road or mountain bike; 83% of you have something that isn’t a road or mountain bike, while 25% own mountain bikes.
Thank you to everyone who participated. I’ll be doing a couple of drawings for schwag soon. And based on your encouragement, I’ll do another survey sometime, though not next month.