Everything You Need to Know About the Canadian Biking Audience

Key Takeaways

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The Canadian Bike community is connected with their environment. With their leisure time split up between consuming news, sports and entertainment content— their interests are not mutually exclusive to cycling. 

Audience Demographics: 

• Audience members in Canada who engage with biking content are predominantly men (60%), followed by women (25%).
• People in the 36-50 (48%) and 26-35 (36%) year old age groups represent the majority of this audience.
• Toronto sees the most interest in biking content at 26%, followed by Brampton and Calgary.
• 50% of the audience have a Bachelor’s degree, followed by people with a Master’s degree (14%).

Behaviour & Interests:  

• Cycling and physical activities drive this audience, regardless of if they are watching or participating. They engage with interests like teams such as the Blue Jays to sportswear brands like the North Face or review accounts like BikeRadar.
• Members of this audience are interested in current events. News, technology and business interests such as the Globe and Mail, CBC News, The New York Times and WIRED are present throughout their content consumption.
• Whether local or across the country, this audience likes paying attention to what’s happening in Canada, as well as where the action is through travel and local recommendation interests like Destination BC, NOW Toronto, and Harbourfront TO.

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Purpose of This Research

To identify the interests and behavioural attributes of audience members meeting the following criteria:

• ‍Located in Canada
• ‍Interested in bikes or e-bikes

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Audience members in Canada who engage with biking content are predominantly men (60%) followed by women (25%).

*People who have not listed their gender publicly. Demographic data is based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 420K.

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People in the 36-50 (48%) and 26-35 (36%) year old age groups represent the majority of this audience.

*People who have not listed their gender publicly. Demographic data is based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 420K.

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26% of the Canadian biking audience resides in Toronto.

Demographic data is based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 420K.

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50% of the audience have a Bachelor’s degree, followed by people with a Master’s degree (14%).

*People who have not listed their education status publicly. Demographic data is based on audience data compiled from various social media platforms
that conform to the audience profile criteria from a sample size of 420K.

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Audience Member Occupational Fields

Percentage of Bikers in Canada who work in the following occupations:

Occupations are based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 420K.

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On average, 4% of the audience are in business roles such as operations (8%) and sales (5%).

Percentage of Bikers in Canada who work in the following occupations:

Occupations are based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 420K.

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On average, 3.5% of the audience are in marketing & communications roles such as media (5%) and design (4%).

Percentage of Bikers in Canada who work in the following occupations:

Occupations are based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 420K.

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On average, 3% of the audience are in a mix of technical roles such as engineering (6%) and education (4%).

Percentage of Bikers in Canada who work in the following occupations:

Occupations are based on audience data compiled from various social media platforms that conform to the audience profile criteria from a sample size of 420K.

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Audience Member Interests

Percentage of Bikers in Canada who have the following interests:

*These categories represent the share of the amount of audience interests within that category across the entire data set. This list features the top 20 interests audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Out of all interests, audience members participate in physical activities the most. 

Percentage of Bikers in Canada who have the following interests:

*These categories represent the share of the amount of audience interests within that category across the entire data set. This list features the top 20 interests audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience members are very hands on. Interests in photography, science & tech and art & culture demonstrate that.  

Percentage of Bikers in Canada who have the following interests:

*These categories represent the share of the amount of audience interests within that category across the entire data set. This list features the top 20 interests audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience Member Website Interests

Percentage of Bikers in Canada who engage with the following websites online:

This list features the top 20 websites audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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This audience likes to know what is happening locally and abroad. They stay on top of relevant news and look for activities to do. 

Percentage of Bikers in Canada who engage with the following websites online:

This list features the top 20 websites audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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They engage with biking reviews and product news through websites like PinkBike, Bicycling.com and Cycling Magazine.

Percentage of Bikers in Canada who engage with the following websites online:

This list features the top 20 websites audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience Member Press Interests

Percentage of Bikers in Canada who engage with the following press sites:

This list features the top 20 press and publications audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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This audience likes to stay up to date with current events and business from Canada and beyond. 

Percentage of Bikers in Canada who engage with the following press sites:

This list features the top 20 press and publications audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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This audience consumes information about technological advances from publications like WIRED and mashable. 

Percentage of Bikers in Canada who engage with the following press sites:

This list features the top 20 press and publications audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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They consume non-fiction content through press like NPR and Vice as well as pop culture entertainment though CBC and ABC.

Percentage of Bikers in Canada who engage with the following press sites:

This list features the top 20 press and publications audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience Member Twitter Interests

Percentage of Bikers in Canada who engage with the following Twitter accounts:

This list features the top 20 press and publications audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Canadian news sources see the highest average social media interests on Twitter amongst this audience. 

Percentage of Bikers in Canada who engage with the following Twitter accounts:

This list features the top 20 Twitter accounts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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This audience follows a mixture of individual cycling athletes (Mark Cavendish), to teams (INEOS Grenadiers) and publications (Vital MTB).

Percentage of Bikers in Canada who engage with the following Twitter accounts:

This list features the top 20 Twitter accounts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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This audience likes being a tourist in their own city (or country). They are interested in keeping track of Toronto happenings.

Percentage of Bikers in Canada who engage with the following Twitter accounts:

This list features the top 20 Twitter accounts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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This audience is not mutually exclusive to cycling. They follow Canadian teams and indulge in personal sport with Strava & Outside.

Percentage of Bikers in Canada who engage with the following Twitter accounts:

This list features the top 20 Twitter accounts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience Member YouTube Interests

Percentage of Bikers in Canada who engage with the following YouTube accounts:

This list features the top 20 YouTube accounts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience members follow content directly from brands like Trek, Air Canada, Oakley and The North Face. 

Percentage of Bikers in Canada who engage with the following YouTube accounts:

This list features the top 20 YouTube accounts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience members also enjoy watching sporting events and teams on YouTube such as UCI, Tour de France, Sportsnet and TSN. 

Percentage of Bikers in Canada who engage with the following YouTube accounts:

This list features the top 20 YouTube accounts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience members look for helpful advice and review content from channels like Bicycling, BikeRadar and Runner’s World. 

Percentage of Bikers in Canada who engage with the following YouTube accounts:

This list features the top 20 YouTube accounts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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Audience Member Podcast Interests

Percentage of Bikers in Canada who engage with the following podcasts:

This list features the top 20 podcasts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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This audience uses news and entertainment podcasts to stay up to date with current events and to engage in storytelling.

Percentage of Bikers in Canada who engage with the following podcasts:

This list features the top 20 podcasts audience members are likely to engage with based on their social media profiles from a sample size of 420K.

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They are interested in detailed breakdowns of sporting events, news & updates as a means of being part of an audio community.

Percentage of Bikers in Canada who engage with the following podcasts:

This list features the top 20 podcasts audience members are likely to engage with based on their social media profiles from a sample size of 420K.