USA Cycling 2010 Membership Analysis
2012 Membership Survey and Analysis Prepared for USA Cycling, Inc. By
Daniel J. Larson, Ph.D. (University of Oklahoma- Department of Health and Exercise Science)
OVERALL DEMOGRAPHIC DESCRIPTION (All Members, N = 4294) Age
USAC Member Report 2
Ages
2008
2010
2012
18 & under
5.1%
3.3%
6.2%
19-39
45.8%
45.4%
32.9%
40+
49.1%
51.3%
60.9%
USAC Member Report 3
USAC Member Report 4 Gender
USAC Member Report 5
Income Level $400,000 or more $375,000 to $399,000 $350,000 to $374,000 $325,000 to $349,000 $300,000 to $324,000 $275,000 to $299,000 $250,000 to $274,000 $225,000 to $249,000 $200,000 to $224,000 $175,000 to $199,000 $150,000 to $174,000 $125,000 to $149,000 $100,000 to $124,000 $75,000 to $99,000 $50,000 to $74,000 $25,000 to $49,000 $1,000 to $24,000 $0 to $999
Respondents 104 6 23 11 43 32 57 69 159 165 265 366 610 599 524 374 213 113
Cumulative % 2.8% 2.9% 3.6% 3.9% 5.0% 5.9% 7.4% 9.2% 13.5% 17.9% 25.0% 34.8% 51.2% 67.2% 81.2% 91.3% 97.0% 100.0%
USAC Member Report 6
USAC Member Report 7 Housing
USAC Member Report 8 Education
USAC Member Report 9
USAC Member Report 10 Other Sport Participation
Event types attended (N = 3478) Competitive Road Mountain Cyclo-cross Track BMX Non-Competitive Road
Mean
SD
8.55 1.59 2.66 0.70 0.08
10.84 3.92 5.64 3.55 1.52
4.27
10.38
USAC Member Report 11 Mountain Cyclo-cross Track BMX All events
1.20 0.52 0.27 0.05 19.9
5.42 3.48 2.49 1.22 21.5
USAC Member Report 12 Reported Distances (N = 3049) Average Race travel distance Farthest Race travel distance Closest Race travel distance
Mean 85.8 268.4 30.9
SD 74.3 260.0 38.5
USAC Member Report 13 Reported Event Expenditures (N = 3336) Frequent Food Gas Lodging Less than $100 28.6% 20.2% 38.4% $100-$199 20.5% 16.3% 11.7% $200-$299 13.1% 13.4% 8.8% $300-$399 7.2% 9.1% 7.6% $400-$499 5.6% 7.8% 5.2% $500-$599 9.5% 9.9% 7.7% $600-$699 1.7% 3.1% 2.7% $700-$799 1.1% 2.4% 1.9% $800-$899 0.6% 1.5% 1.6% $900-$999 1.6% 2.0% 1.8% $1000-$1099 5.8% 6.7% 5.3% $1100-$1199 0.6% 0.7% 0.6% $1200-$1299 0.5% 0.7% 1.0% $1300-$1399 0.1% 0.4% 0.4% $1400-$1499 0.3% 0.6% 0.5% $1500-$1599 1.0% 1.3% 1.2% $1600-$1699 0.1% 0.4% 0.2% $1700-$1799 0.1% 0.1% 0.0% $1800-$1899 0.0% 0.1% 0.1% $1,900 or more 1.9% 3.2% 3.2% 100% 100% 100%
Entries 19.8% 14.2% 12.1% 12.1% 9.1% 9.3% 5.2% 3.4% 2.1% 2.1% 5.3% 0.6% 1.0% 0.4% 0.3% 1.0% 0.4% 0.1% 0.1% 1.6% 100%
Category
Median Expenditures
Entry fees Food Gas Lodging Air Travel Rent Car Bike Ship Other
$300-$399 $200-$299 $200-$299 $100-$199 Less than $100 Less than $100 Less than $100 Less than $100
Air Travel 81.5% 1.0% 1.1% 2.2% 1.6% 2.5% 0.7% 0.6% 0.6% 0.9% 2.3% 0.3% 0.4% 0.2% 0.3% 0.6% 0.1% 0.0% 0.1% 2.8% 100%
Infrequent Rent Car Bike Ship 88.9% 85.4% 2.5% 5.5% 1.8% 3.1% 1.8% 1.8% 1.1% 1.4% 1.2% 0.8% 0.5% 0.4% 0.1% 0.2% 0.2% 0.2% 0.2% 0.3% 0.7% 0.5% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.1% 0.0% 0.2% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.4% 0.3% 100% 100%
Other 97.7% 0.4% 0.2% 0.2% 0.2% 0.1% 0.1% 0.0% 0.0% 0.1% 0.3% 0.0% 0.1% 0.0% 0.0% 0.1% 0.0% 0.0% 0.0% 0.7% 100%
Lower Bound Mean
Upper Bound Mean
$384 $308 $405 $337 $155 $51 $48 $22
$483 $407 $504 $436 $254 $150 $147 $121
USAC Member Report 14
USAC Member Report 15
USAC Member Report 16 CONSUMPTION (All Members) What is your primary source for cycling information? (Respondents: 3285)
Which of the following sources do you use to get cycling information? And about how often? (Respondents: 3285)
USAC Member Report 17 What type of information would you like to see disseminated by USA Cycling? (Respondents: 3238)
Why do you visit the USA Cycling website? (Respondents: 3241)
USAC Member Report 18 “Rate your three most utilized cycling websites” (Respondents: 3241)
USAC Member Report 19 How often do you use the following websites? (Respondents: 3241)
Which of the following BEST describes your reading of the USA Cycling Enewsletter? (Respondents: 3241)
USAC Member Report 20 What brands of Bicycles do you own? (Respondents: 3321)
How likely are you to purchase a bike in the next year? (Respondents: 3322)
USAC Member Report 21 How do you typically purchase a bicycle? (Respondents: 3322)
How do you typically purchase cycling accessories? (Respondents: 3322)
USAC Member Report 22
If you are purchasing a bike in the next year, how much do you plan to spend? (Respondents: 2262)
How much do you spend on cycling accessories per year (shoes, tires, helmets, etc.)? (Respondents: 3322)
USAC Member Report 23 How much do you spend per year on nutritional supplements (energy/recovery drinks, bars, gels, vitamins, etc.)? (Respondents: 3322)
Have you heard of Post Grape-Nuts brand ready to eat cereal? (Respondents: 3469)
USAC Member Report 24 Have you eaten Post Grape-Nuts cereal in the past three months? (Respondents: 3469)
If Post Grape-Nuts cereal were available ina store where you normally shop, how likely would you be to purchase it? (Respondents: 3469)
USAC Member Report 25 RESEARCH QUESTIONS
New member characteristics Age
Gender
USAC Member Report 26 Income
Motivation Importance Rank 1 (Highest rank) 2 3 4 5 (Lowest rank) Average Rank
Access 83.0% 8.8% 2.7% 2.3% 3.1% 1.339
Info 4.9% 32.5% 29.5% 24.3% 8.9% 2.998
Social 6.4% 33.7% 17.9% 18.6% 23.5% 3.192
Benefits 3.8% 15.9% 23.2% 22.9% 34.1% 3.676
Fan 2.0% 9.1% 26.7% 31.9% 30.3% 3.795
Total 100.0% 100.0% 100.0% 100.0% 100.0%
USAC Member Report 27 Event preferences
Member benefits
USAC Member Report 28 New Member, Benefit Ratings, Midpoint = 2.0 (N = 822) %Wanting more % Maintain Cycling Apparel Discounts 56.9% 29.7% Results and Rankings 39.7% 50.4% Lodging Discounts 43.7% 39.0% Access to Coaching 36.8% 45.7% Airline Discounts 30.5% 42.9% Industry Publication 25.4% 50.1% Insurance Program 26.8% 44.9% E-newsletters 15.6% 65.6% Car Rental Discounts 19.9% 48.9% Casual Apparel Discounts 21.7% 44.8% Prescription Discounts 10.0% 40.5%
% Fine w/less 13.4% 9.8% 17.4% 17.5% 26.5% 24.5% 28.3% 18.8% 31.3% 33.5% 49.6%
Mean Rating 1.56 1.70 1.74 1.81 1.96 1.99 2.02 2.03 2.11 2.12 2.40
SD 0.72 0.64 0.74 0.71 0.75 0.71 0.74 0.59 0.71 0.73 0.66
USAC Member Report 29 Non-Renewing Members Age/Gender
Participation Non-renewals last year participation (N = 1508) # of Events 0 1 2-5 6-10 11-15 16-20 21-30 31+
Road 28.4% 9.5% 32.9% 15.4% 5.9% 4.2% 1.8% 1.9%
MTB 72.7% 4.8% 13.4% 5.8% 1.9% 1.1% 0.1% 0.1%
Cyclo-cross 78.0% 4.5% 9.5% 4.9% 2.0% 0.6% 0.3% 0.1%
Track 93.6% 0.8% 2.5% 1.0% 0.6% 0.4% 0.4% 0.7%
Licenses
BMX 99.3% 0.2% 0.1% 0.1% 0.0% 0.0% 0.1% 0.1%
Primary
Add-on
Road/Track/Cyclo-cross
79.0%
8.8%
Mountain/Cyclo-cross
23.4%
18.1%
BMX
0.5%
2.0%
International License
1.3%
2.2%
Collegiate
3.2%
5.2%
Coach
1.2%
2.5%
Official
2.7%
3.5%
Mechanic
0.4%
1.5%
USAC Member Report 30
Genderand tenure
USAC Member Report 31 Motivation/Constraints Reasons for NOT renewing (N = 1686) I participate in cycling events too infrequently Change in my health, i.e. unable to participate Annual membership fee is too high There weren't as many events as I expected/wanted *Family/Child obligations I am a Triathlete and probably won't compete in cycling races any time soon I cannot afford it I live in an area with another main cycling association I suffered a bad accident while participating *Work obligations I had a bad overall participation experience I think cycling is too risky for me *Too old to participate or compete I had a bad experience with RACE OFFICIALS I am not from the U.S. (e.g. visitor, tourist) (*or living outside the U.S.) I had a bad experience with other PARTICIPANTS I wasn't able to advance or upgrade Other reasons *frequent write-in responses
Primary Reason 31.9% 11.7% 10.5% 5.6% 5.5% 5.4% 5.2% 4.7% 3.9% 3.7% 3.7% 3.0% 2.6% 2.4% 2.3% 2.0% 1.6% 19.3%
Secondary Reason 23.0% 8.6% 17.6% 11.3% 1.2% 5.5% 13.5% 3.9% 5.5% 0.7% 6.2% 8.2% 0.3% 4.0% 0.2% 4.9% 5.9% 3.0%
Not a Reason 45.1% 79.7% 71.9% 83.0% 89.1% 81.3% 91.4% 90.6% 90.1% 88.8% 93.7% 97.5% 93.1% 92.5%
USAC Member Report 32
Member Benefit ‘Usefulness’ Rankings Non-renewals (N = 1416) Member Benefit
Most Important 1st
2nd
Results and Ranking program
35.5%
11.3%
Cycling accessory discounts
Least Important 3rd
4th
5th
9.2%
15.3%
12.1%
6th
7th
8th
7.3%
5.4%
4.0%
Average Ranking 3.203
18.4%
14.8%
16.3%
16.6%
9.7%
7.3%
6.8%
10.0%
3.835
E-newsletter
7.6%
20.6%
15.8%
11.8%
10.3%
10.9%
13.2%
9.8%
4.315
Access to Coaching resources
7.7%
14.4%
17.2%
14.7%
11.2%
14.5%
10.7%
9.6%
4.415
Apparel discounts
4.2%
12.6%
16.7%
13.3%
12.4%
26.3%
8.6%
5.9%
4.595
Travel discounts (Airline, hotel, car)
18.9%
10.1%
7.9%
7.0%
7.6%
7.8%
14.5%
26.3%
4.872
Industry publication discounts
2.5%
5.9%
10.4%
14.5%
28.7%
16.5%
11.4%
10.0%
5.063
Insurance discounts
5.2%
10.2%
6.5%
6.8%
8.0%
9.4%
29.4%
24.4%
5.702
Daniel J. Larson, Ph.D. (University of Oklahoma- Department of Health and Exercise Science)
OVERALL DEMOGRAPHIC DESCRIPTION (All Members, N = 4294) Age
USAC Member Report 2
Ages
2008
2010
2012
18 & under
5.1%
3.3%
6.2%
19-39
45.8%
45.4%
32.9%
40+
49.1%
51.3%
60.9%
USAC Member Report 3
USAC Member Report 4 Gender
USAC Member Report 5
Income Level $400,000 or more $375,000 to $399,000 $350,000 to $374,000 $325,000 to $349,000 $300,000 to $324,000 $275,000 to $299,000 $250,000 to $274,000 $225,000 to $249,000 $200,000 to $224,000 $175,000 to $199,000 $150,000 to $174,000 $125,000 to $149,000 $100,000 to $124,000 $75,000 to $99,000 $50,000 to $74,000 $25,000 to $49,000 $1,000 to $24,000 $0 to $999
Respondents 104 6 23 11 43 32 57 69 159 165 265 366 610 599 524 374 213 113
Cumulative % 2.8% 2.9% 3.6% 3.9% 5.0% 5.9% 7.4% 9.2% 13.5% 17.9% 25.0% 34.8% 51.2% 67.2% 81.2% 91.3% 97.0% 100.0%
USAC Member Report 6
USAC Member Report 7 Housing
USAC Member Report 8 Education
USAC Member Report 9
USAC Member Report 10 Other Sport Participation
Event types attended (N = 3478) Competitive Road Mountain Cyclo-cross Track BMX Non-Competitive Road
Mean
SD
8.55 1.59 2.66 0.70 0.08
10.84 3.92 5.64 3.55 1.52
4.27
10.38
USAC Member Report 11 Mountain Cyclo-cross Track BMX All events
1.20 0.52 0.27 0.05 19.9
5.42 3.48 2.49 1.22 21.5
USAC Member Report 12 Reported Distances (N = 3049) Average Race travel distance Farthest Race travel distance Closest Race travel distance
Mean 85.8 268.4 30.9
SD 74.3 260.0 38.5
USAC Member Report 13 Reported Event Expenditures (N = 3336) Frequent Food Gas Lodging Less than $100 28.6% 20.2% 38.4% $100-$199 20.5% 16.3% 11.7% $200-$299 13.1% 13.4% 8.8% $300-$399 7.2% 9.1% 7.6% $400-$499 5.6% 7.8% 5.2% $500-$599 9.5% 9.9% 7.7% $600-$699 1.7% 3.1% 2.7% $700-$799 1.1% 2.4% 1.9% $800-$899 0.6% 1.5% 1.6% $900-$999 1.6% 2.0% 1.8% $1000-$1099 5.8% 6.7% 5.3% $1100-$1199 0.6% 0.7% 0.6% $1200-$1299 0.5% 0.7% 1.0% $1300-$1399 0.1% 0.4% 0.4% $1400-$1499 0.3% 0.6% 0.5% $1500-$1599 1.0% 1.3% 1.2% $1600-$1699 0.1% 0.4% 0.2% $1700-$1799 0.1% 0.1% 0.0% $1800-$1899 0.0% 0.1% 0.1% $1,900 or more 1.9% 3.2% 3.2% 100% 100% 100%
Entries 19.8% 14.2% 12.1% 12.1% 9.1% 9.3% 5.2% 3.4% 2.1% 2.1% 5.3% 0.6% 1.0% 0.4% 0.3% 1.0% 0.4% 0.1% 0.1% 1.6% 100%
Category
Median Expenditures
Entry fees Food Gas Lodging Air Travel Rent Car Bike Ship Other
$300-$399 $200-$299 $200-$299 $100-$199 Less than $100 Less than $100 Less than $100 Less than $100
Air Travel 81.5% 1.0% 1.1% 2.2% 1.6% 2.5% 0.7% 0.6% 0.6% 0.9% 2.3% 0.3% 0.4% 0.2% 0.3% 0.6% 0.1% 0.0% 0.1% 2.8% 100%
Infrequent Rent Car Bike Ship 88.9% 85.4% 2.5% 5.5% 1.8% 3.1% 1.8% 1.8% 1.1% 1.4% 1.2% 0.8% 0.5% 0.4% 0.1% 0.2% 0.2% 0.2% 0.2% 0.3% 0.7% 0.5% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.1% 0.0% 0.2% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.4% 0.3% 100% 100%
Other 97.7% 0.4% 0.2% 0.2% 0.2% 0.1% 0.1% 0.0% 0.0% 0.1% 0.3% 0.0% 0.1% 0.0% 0.0% 0.1% 0.0% 0.0% 0.0% 0.7% 100%
Lower Bound Mean
Upper Bound Mean
$384 $308 $405 $337 $155 $51 $48 $22
$483 $407 $504 $436 $254 $150 $147 $121
USAC Member Report 14
USAC Member Report 15
USAC Member Report 16 CONSUMPTION (All Members) What is your primary source for cycling information? (Respondents: 3285)
Which of the following sources do you use to get cycling information? And about how often? (Respondents: 3285)
USAC Member Report 17 What type of information would you like to see disseminated by USA Cycling? (Respondents: 3238)
Why do you visit the USA Cycling website? (Respondents: 3241)
USAC Member Report 18 “Rate your three most utilized cycling websites” (Respondents: 3241)
USAC Member Report 19 How often do you use the following websites? (Respondents: 3241)
Which of the following BEST describes your reading of the USA Cycling Enewsletter? (Respondents: 3241)
USAC Member Report 20 What brands of Bicycles do you own? (Respondents: 3321)
How likely are you to purchase a bike in the next year? (Respondents: 3322)
USAC Member Report 21 How do you typically purchase a bicycle? (Respondents: 3322)
How do you typically purchase cycling accessories? (Respondents: 3322)
USAC Member Report 22
If you are purchasing a bike in the next year, how much do you plan to spend? (Respondents: 2262)
How much do you spend on cycling accessories per year (shoes, tires, helmets, etc.)? (Respondents: 3322)
USAC Member Report 23 How much do you spend per year on nutritional supplements (energy/recovery drinks, bars, gels, vitamins, etc.)? (Respondents: 3322)
Have you heard of Post Grape-Nuts brand ready to eat cereal? (Respondents: 3469)
USAC Member Report 24 Have you eaten Post Grape-Nuts cereal in the past three months? (Respondents: 3469)
If Post Grape-Nuts cereal were available ina store where you normally shop, how likely would you be to purchase it? (Respondents: 3469)
USAC Member Report 25 RESEARCH QUESTIONS
New member characteristics Age
Gender
USAC Member Report 26 Income
Motivation Importance Rank 1 (Highest rank) 2 3 4 5 (Lowest rank) Average Rank
Access 83.0% 8.8% 2.7% 2.3% 3.1% 1.339
Info 4.9% 32.5% 29.5% 24.3% 8.9% 2.998
Social 6.4% 33.7% 17.9% 18.6% 23.5% 3.192
Benefits 3.8% 15.9% 23.2% 22.9% 34.1% 3.676
Fan 2.0% 9.1% 26.7% 31.9% 30.3% 3.795
Total 100.0% 100.0% 100.0% 100.0% 100.0%
USAC Member Report 27 Event preferences
Member benefits
USAC Member Report 28 New Member, Benefit Ratings, Midpoint = 2.0 (N = 822) %Wanting more % Maintain Cycling Apparel Discounts 56.9% 29.7% Results and Rankings 39.7% 50.4% Lodging Discounts 43.7% 39.0% Access to Coaching 36.8% 45.7% Airline Discounts 30.5% 42.9% Industry Publication 25.4% 50.1% Insurance Program 26.8% 44.9% E-newsletters 15.6% 65.6% Car Rental Discounts 19.9% 48.9% Casual Apparel Discounts 21.7% 44.8% Prescription Discounts 10.0% 40.5%
% Fine w/less 13.4% 9.8% 17.4% 17.5% 26.5% 24.5% 28.3% 18.8% 31.3% 33.5% 49.6%
Mean Rating 1.56 1.70 1.74 1.81 1.96 1.99 2.02 2.03 2.11 2.12 2.40
SD 0.72 0.64 0.74 0.71 0.75 0.71 0.74 0.59 0.71 0.73 0.66
USAC Member Report 29 Non-Renewing Members Age/Gender
Participation Non-renewals last year participation (N = 1508) # of Events 0 1 2-5 6-10 11-15 16-20 21-30 31+
Road 28.4% 9.5% 32.9% 15.4% 5.9% 4.2% 1.8% 1.9%
MTB 72.7% 4.8% 13.4% 5.8% 1.9% 1.1% 0.1% 0.1%
Cyclo-cross 78.0% 4.5% 9.5% 4.9% 2.0% 0.6% 0.3% 0.1%
Track 93.6% 0.8% 2.5% 1.0% 0.6% 0.4% 0.4% 0.7%
Licenses
BMX 99.3% 0.2% 0.1% 0.1% 0.0% 0.0% 0.1% 0.1%
Primary
Add-on
Road/Track/Cyclo-cross
79.0%
8.8%
Mountain/Cyclo-cross
23.4%
18.1%
BMX
0.5%
2.0%
International License
1.3%
2.2%
Collegiate
3.2%
5.2%
Coach
1.2%
2.5%
Official
2.7%
3.5%
Mechanic
0.4%
1.5%
USAC Member Report 30
Genderand tenure
USAC Member Report 31 Motivation/Constraints Reasons for NOT renewing (N = 1686) I participate in cycling events too infrequently Change in my health, i.e. unable to participate Annual membership fee is too high There weren't as many events as I expected/wanted *Family/Child obligations I am a Triathlete and probably won't compete in cycling races any time soon I cannot afford it I live in an area with another main cycling association I suffered a bad accident while participating *Work obligations I had a bad overall participation experience I think cycling is too risky for me *Too old to participate or compete I had a bad experience with RACE OFFICIALS I am not from the U.S. (e.g. visitor, tourist) (*or living outside the U.S.) I had a bad experience with other PARTICIPANTS I wasn't able to advance or upgrade Other reasons *frequent write-in responses
Primary Reason 31.9% 11.7% 10.5% 5.6% 5.5% 5.4% 5.2% 4.7% 3.9% 3.7% 3.7% 3.0% 2.6% 2.4% 2.3% 2.0% 1.6% 19.3%
Secondary Reason 23.0% 8.6% 17.6% 11.3% 1.2% 5.5% 13.5% 3.9% 5.5% 0.7% 6.2% 8.2% 0.3% 4.0% 0.2% 4.9% 5.9% 3.0%
Not a Reason 45.1% 79.7% 71.9% 83.0% 89.1% 81.3% 91.4% 90.6% 90.1% 88.8% 93.7% 97.5% 93.1% 92.5%
USAC Member Report 32
Member Benefit ‘Usefulness’ Rankings Non-renewals (N = 1416) Member Benefit
Most Important 1st
2nd
Results and Ranking program
35.5%
11.3%
Cycling accessory discounts
Least Important 3rd
4th
5th
9.2%
15.3%
12.1%
6th
7th
8th
7.3%
5.4%
4.0%
Average Ranking 3.203
18.4%
14.8%
16.3%
16.6%
9.7%
7.3%
6.8%
10.0%
3.835
E-newsletter
7.6%
20.6%
15.8%
11.8%
10.3%
10.9%
13.2%
9.8%
4.315
Access to Coaching resources
7.7%
14.4%
17.2%
14.7%
11.2%
14.5%
10.7%
9.6%
4.415
Apparel discounts
4.2%
12.6%
16.7%
13.3%
12.4%
26.3%
8.6%
5.9%
4.595
Travel discounts (Airline, hotel, car)
18.9%
10.1%
7.9%
7.0%
7.6%
7.8%
14.5%
26.3%
4.872
Industry publication discounts
2.5%
5.9%
10.4%
14.5%
28.7%
16.5%
11.4%
10.0%
5.063
Insurance discounts
5.2%
10.2%
6.5%
6.8%
8.0%
9.4%
29.4%
24.4%
5.702
