Mountain Biking Digital Whitespace Map™ Q3 2022

Measurement Methodology: Audience Attention

1. Define the Audience. For this analysis, we look at the Worldwide audience including all ages and genders. Some metrics in the analysis, such as video views, are specific to your industry.
2. Measure the Audience's Total Attention. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience of your specific industry over the course of the current calendar quarter. This represents the total digital Audience Attention for the purpose of this analysis.
3. Measure Each Platform’s Share of the Attention. From the total number of Video Views, Monthly Active App Users, and Monthly Unique Site Visitors from the audience we determine which social platforms that activity took place on.
4. Revisualize Into a Bar Chart for Analysis. For the purpose of this analysis a bar chart is more effective than a pie chart.

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Measurement Methodology: Competitors’ Focus

1. Define the Competitors. For this analysis, we looked at 15 different players in the mountain biking space such as SRAM, RockShox, Specialized, Trek Bikes, and Santa Cruz.
2. Measure the Competitors’ Total Focus. Using a variety of marketing intelligence data sources, we measure the Total Number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors of your specific industry over the course of the current calendar quarter. This represents the total digital Competitors’ Focus for the purpose of this analysis.
3. Measure Each Platform’s Share of the Focus. From the total number of Video Views, Post Cadence, Social Audience Growth, and Social Engagement Volume from the competitors we determine which social platforms that activity took place on.
4. Overlay onto the Audience Attention Bar Chart for analysis. For the purpose of this analysis a bar chart is more effective than a pie chart. We overlay the Competitors’ Focus bar chart over the Audience Attention bar chart to determine whitespace opportunities.

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Key Takeaways

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In Q2 2022, the Mountain Biking Audience Attention was the highest on TikTok, followed by YouTube and Facebook.

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However, Mountain Biking Competitors’ Focus is highest on Instagram and Facebook. High competitors’ focus on Instagram was driven by YT and Commencal, generating 7.6M views, and 1.5M engagements. YT’s post cadence was also 2.4x higher than all other competitors in Q2.

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There is whitespace opportunity on TikTok, Youtube, Facebook, and Twitter, where there is high Audience Attention and low Competitor Focus.

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Only Instagram is an oversaturated platform with high Competitor Focus and low Audience Attention.

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In Q2 2022, Audience Attention is growing only on TikTok by +11%.

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Audience Attention shrank this quarter by -11% on YouTube, and -10% on Facebook.

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Audience Attention is stable for Instagram, Twitter, Pinterest, Snapchat, reddit, and Twitch with less than a 10% change this quarter.

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Competitor Focus is growing significantly only on Facebook.

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Competitor Focus shrank significantly this quarter on YouTube and TikTok this quarter.

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Competitor Focus is stable for Instagram and Twitter.

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Competitors in the Mountain Biking industry are currently not active on reddit, Pinterest, Snapchat and Twitch.

Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

Composite metric consists of post cadence, audience growth, engagement volume, organic video views. Competitor’s focus is comprised of the top 15 brands in the MTB industry.

Competitors are not active on Pinterest and reddit while Snapchat is currently unavailable.

Composite metric consists of video views, Monthly Active App Users, and Monthly Unique Site Visitors

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