more bike riding, more often in...

More Bike Riding, More Oftenin QueenslandBikeHack pre-briefing event - Thursday 2 May 2019

George ZdanowiczCEO, Enhance Research0412 370 393 / @georgezd

Presented by:

PHASE 1:Stakeholder Interviews and Focus Groups

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Key themes from cycling stakeholders

• Car focused culture: habit + hurry

• Niche activity, not mainstream

• Negative stereotypes – linked to lycra

• The terms Cyclist & Cycling = serious, sport

Cycling in Qld hasn’t reached mass acceptance & is burdened by negative misperceptions

• Why ride is deeper than just health & fitness

• Think confidence, energy, freedom, fun…

• Different benefits for riders vs the community

• Major concern is safety + emotional & functional obstacles

Benefits of cycling run deeper than superficial lines & the safety perception remains a major hurdle

• Childhood memories = freedom, independence

• The hardest part is getting started (again)

• Riding is a progression: knowledge & skills

• By women, for women: different needs

• Riding in Qld = weather + scenery

Riding is a progression based on confidence & experience… the key is making it as easy as possible

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The terms ‘cyclist ’ and ‘cycling’ have negative connotations and stigmas due to strong association with competition, clothing ( lycra) and MAMILS (middle-aged men in lycra).

Conversely, the terms ‘bike rider ’ and ‘bike riding’ are viewed positively and linked with enjoyment, leisure, experience, community and nostalgia –especially with families.

This means that the language used to describe bike riding in Queensland is important.

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Motivating benefits identified with bike riding are more emotional and immediate, such as time out, freedom and enjoyment.

The nostalgia of bike riding as a child is also a strong positive emotion, and a potential enabler to getting back on a bike again.

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Family bike riding is viewed positively as a way to connect with each other and the great outdoors.

This tends to be instigated by mothers.

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The more delayed benefits of bike riding such as physical health, cost savings and the environment are potentially less likely to (re)motivate

riders.For more experienced bike riders, gamification and apps that help to

monitor health and fitness are recognised as potential motivators.

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The weather and landscape are considered the most unique aspects of bike riding in Queensland

PHASE 2:Quantitative Survey

Riding in Queensland

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Immoveable15%

Moveable17%

Slightly likely12%

Moderately likely9%

Very likely4%

Extremely likely2%

1-2 times per year11%

3-6 times per year10%

Once a month9%

Once a week11%

Rejecters32%

Considerers27%

Current Riders41%

Base: Weighted Qld General Population + Boost (n=3,558)

Queensland riding participation and consideration…

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Riding in Queensland – some facts

92%

Rode a bicycle as a child

61%

Top positive thoughts about riders:Health & Fitness

Households with bicycles

Adult: ready to ride 67%

Children’s: ready to ride 32%

Adult: not ready to ride 23%

16%

16%

39%

29%

I do ALL bicycle maintenance myself

I do MOST bicycle maintenance myself

I do SOME bicycle maintenance myself

I do NO bicycle maintenance myself

Of those with a bicycle

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T y p o l o g i e s o f r i d e r s

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I got my first bike after I got married. Riding seemed dangerous and just unachievable. And now it's my ticket to freedom. I love the social aspect, I love being able to explore places and understand the city a little bit more than I did driving a car. I love just looking at things as I go.

”Active Transport, Female

“

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“I ride my bike for leisure and recreation, but also to keep fit. In the afternoons, the kids and I like to head down to the park and have a ride. It’s an activity the whole family can enjoy.”

”Healthy, Happy Families, Female

“

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I’m thinking on a weekend it’d be nice to ride along the foreshore at Wynnum or go to Redcliffe and ride but then I’d have to own a bike, I’d have to transport it, get it somewhere. But recreation on the weekend, I’d consider taking up bike ridingif it was convenient to get a bike, and not have to maintain it, and it was an easy ride, a nice comfortable ride.

”Tourism & Recreation, Female

“

Saves money

Don't have access to a privatevehicle

Getting around / transport

Environmentally friendly

An activity I can do with children /family / friends

Fun / enjoyment Freedom

Saves time

Get as many cars off the road aspossible

Relaxation / reduce stress / timealone

Improves the community

Active Transport Healthy, Happy Families Tourism & Leisure

The top benefits of riding differ across the typologies

Base: Weighted Qld General Population + Boost All (n=3,558) QF2:Even though these may not be your reasons for riding, which of the following do you believe are benefits you get from riding a bicycle? MR

Attitudes to riding vary across typologies

I am willing to change the way Itravel if it is helpful for the

environment

I know where to go to findinformation about bicycle

infrastructure in my area (e.g.bike paths)

I feel safe riding a bicycle on theroad in Queensland

There is good bicycleinfrastructure (e.g. bike paths) in

my area

Bicycle riding is a convenient wayto get around in my area

Riding a bicycle gives me a senseof freedom

Active Transport Healthy, Happy Families Tourism & Recreation

Base: Weighted Qld General Population + Boost All (n=3,558) QH3 How much do you agree with the following statements Top 3 Box rate 8-10.

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Even the most active riders agree that their knowledge of legislation needs improvement

25%32%

40%

43%

43%

43%

32%25%

17%

Active Transport Healthy, Happy Families Tourism & Recreation

How would you rate your knowledge of Qld legislation as it applies to cycling?

Poor or Very Poor Fair Good or Very Good

Encouraging people to ride more

Help me navigate the available infrastructure

Help me get my family

started on a bike

Help me with finding

others like me and my

family to ride with

Help me with temporary

access to a bike if we don’t have

one for everyone

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N e x t s t e p s

More Queenslanders riding, more often

Make riding mainstream

• Social stigma attached to cycling

• Viewed as fringe / extreme activity

Language is important

• ‘Bike riding’ = friendly / accessible

• ‘Cycling’ = serious / competitive

Harness the emotion

• Riding for purpose or for pleasure

• Focus on the immediate benefits

Fond childhood memories

• Associations with fun & freedom

• Habits change, but memories last

Riding as a progression

• The first motivation = recreation

• For families, women are instigators

Unique to Queensland

• The weather & the landscape

• Best way to explore is on a bike

The big priority will be (re)trial amongst high propensity typologies where the focus is primarily riding for recreation