Figures from the annual GfK E-bike Monitor 2021 show that most use is made of offline sources prior to purchasing an e-bike. The physical store plays an important role in this. When purchasing an e-bike, the consumer orientates himself extensively. Many different types of information sources are consulted before making a final choice. The physical store is the most consulted source of information. Remarkably enough, this was followed by obtaining information from friends, family or acquaintances. More than 35% makes use of this, followed directly by the internet.
Test drive E-bike
A test ride is important when purchasing an e-bike. Nearly 80% of buyers who visit a physical store take a test drive. This also explains the importance of the physical store.
Information sources more varied than in the Netherlands
Where in the Netherlands the physical store is well number 1 in the orientation process, in Belgium and especially in Germany we see that a more varied palette of information sources is used. In these countries the physical store is also an important information point, but less important than in the Netherlands. In Germany, friends, family or acquaintances are even a more important source of information than the bicycle shop. In all three countries, the physical store is mainly visited to take a test drive. In the Netherlands and Germany, about 90% of buyers take a test drive in a physical store.
For manufacturers and retailers, the physical store remains an important channel in the customer journey. The clear differences in the age groups of buyers and the customer journey compared to the Dutch market are remarkable. How these target groups differ and what the customer journey is when purchasing an e-bike is explained in detail in this annual e-bike consumer survey.
