2020 MEDIA GUIDE M E D I A
G R O U P
media.hi-torque.com
M E D I A
G R O U P
GR
GR
5
0
0
13 - 17
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65 +
10
5% 18 - 24
3% 25 - 34
35 - 44
45 - 54
55 - 64
65 +
GR
5
5 0
2% 13 - 17
18 - 24
25 - 34
AGE 7 THE BRANDS YOU KNOW THEPRINTBRANDS MOUNTAIN PRINT MEDIAN MEDIAN AGE: 44 YOU TRUST WEBSITE MEDIAN AGE: 37 AGE: 48 FACEBOOK ME BIKE THE BRANDS ACTION THAT DELIVER GROUP TOTALS
27%
25
32%
35
30
30
25
25
21%
35%
30
26%
30%
20
17%
18%
35
27%
25
21%
20
25% 30
GROUP TOTALS
30
GROUP DEMOGRAPHICS
GROUP TOTALS
35
WEBSITE DEMOGRAPHICS 34,000,000 VISITS AGE GROUP
GROUP TOTALS
204,000
PRINT COPIES
GROUP TOTALS
AGE
GROUP DEMOGRAPHICS
25
20 The Hi-Torque Media Moto and Our We can target your advertising 15 15 15%readers are straight-forward, R 15 15 15 12% 10 10 Cycling Groups are the ONLY committed, LOYAL-TO-OURand help you tailor your 9% 10 7% 10 10 7% 4% 5 3% 5 brands media that cover the BRANDS3%enthusiasts to reach 5 5 3% who spend5 2% messaging 3 2%all segments 1% 0 0 0amount of their 0 13 - 17of our 0 ENTIRE 13landscape - 17 18 - 24 of 25 -content 34 35 - 44 45 - 54 a55considerable - 64 65 + 18--54 24audience, 25 - 65 44target 55--17 64c 1865- 24 + 13 25 - 34 18 18 - 24 25 - 34 35 - 44 45 55--34 64 35or + 45 - 54specifi GROUP creation andGROUP distribution platformsPRINTdisposable income on GROUP their sports. segments ofWEBSITE our audiencePRINT (by GROUP DEMOGRAPHICS VISITS COPIES DEMOGRAPHICS 71,000 COPIES 49,000 AGE AGE DEMOGRAPHICS AG 2 DEMOGRAPHICS AGE AGE 5,000,000 in OFF-ROAD DIRT BIKE/MOTO/ demographic and platform) to UTV/ATV and CYCLING: Print and These aren’t “fans” (nonallow you to get the most out of Digital magazines, Websites, participants) of an influencer. your advertising spend. FACEBOOK ME PRINT MEDIAN AGE: 57 WEBSITE MEDIAN AGE: 49 Social Media, Video, Direct Email, They’re not “casual one-and30 30 28% viewers. 27% and30Consumer Promotion. ELECTRIC done” They’re not “bots” The28% following pages will show 25% 25 25 25 BIKE ACTION 22% you, by title 21% or “click-farm20workers”. and demo, the 19% 20 20 EBA 16% Wherever consumers seek FACEBOOK strength and reach of our15brands, 15 15 12% information, we’re there to give SIMPLY PUT, IN10 TERMS OF BROAD and what we can 10% do to partner 10 10 8% 4% them5 EXACTLY3%the information DIVERSIFICATION OF with you to help get your product 5 5 3% DEMO AND 1% 1% 0 0 they’re to0 our 13looking - 17 18 - for. 24 And 25 - 34 being 35 - 44 45 - 54 QUALITY 55 - 64 65OF + CONSUMERS, 13 - 17 18 - 24 25 - 34 18 - 24 25 OUR - 34 35 - 44 and 45 -message 54 55 - 64 delivered 65 + on every platform means OVERALL REACH IS UNMATCHED WORLDWIDE AUDIENCE of active GROUP PRINT WEBSITE DEMOGRAPHICS 20,000 COPIES AGEhave DEMOGRAPHICS 1 AGE GROUP DEMOGRAPHICS 1,000,000 VISITS AGE GROUP our titles the WIDEST BY ANY OTHER SINGLE-MEDIA enthusiasts. REACH, DIVERSIFICATION, and OUTLET. ENGAGEMENT of REAL Off-Road Thank you for choosing the PRINT MEDIAN AGE: ?? WEBSITE MEDIAN AGE: ?? and Cycling consumers. Hi-Torque Media Group for yourFACEBOOK ME 29% 30 35 30 BICYCLE 31% 2020 30%Marketing Campaigns. 20
13%
15
GROUP TOTALS
TTLES 21% FACEBOOK
22%
GROUP TOTALS
GROUP TOTALS
25
30
25
GROUP TOTALS
GROUP TOTALS
20
25
19%
20
CYCE
GROUP TOTALS
20
20%
20 15
13%
15
24%
STRENGTH OF HI-TORQUE MEDIA REACH 10 5 0
3%
13 - 17
AGE
8%
5%
18 - 24
10 5
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
140,000
55 - 64
65 +
0
4%
3%
18 - 24
10
25 - 34
35 - 44
45 - 54
55 - 64
65 +
5 0
WEBSITE DEMOGRAPHICS 10,000,000 VISITS AGE GROUP
TOTAL PRINT COPIES
AGE
READER DEMOGRAPHICS PRINT MEDIAN AGE: 47
14%
15
0
25
20%
20
5
HI-TORQUE22% FACEBOOK
5% 13 - 17
AGE
10 5
GROUP DEMOGRAPHICS
35 - 44
45 - 54
344,000
4 Million Copies Distributed Per Year 500 Million “Pages Viewed”
55 - 64
PRINT COPIES
30
26%
65 +
0
25 - 34
4
29%
30%
18 - 24
25 - 34
25
20
7% 25 - 34
26%
20
13%
15
6% 18 - 24
27%
GROUP TOTALS
25
10
30
26%
18 - 24
GROUP DEMOGRAPHICS
FACEBOOK ME
WEBSITE MEDIAN AGE: 41 GROUP TOTALS
GROUP TOTALS
30
1%
13 - 17
10
5% 18 - 24
15
3% 25 - 34
35 - 44
45 - 54
55 - 64
65 +
WEBSITE DEMOGRAPHICS 44,000,000 VISITS AGE GROUP
44 Million Pageviews Per Year 250 Million Impressions
5 0
2% 13 - 17
DEMOGRAPHICS 1 AGE GROUP
35 - 44
45 - 54
720,000
55 - 64
65 +
5 0
7%
6% 13-17
18 - 24
25 - 34
45 - 54
625,000
AGE
FACEBOOK FOLLOWERS
35 - 44
GROUP DEMOGRAPHICS INDEPENDENT
2%
1%
55 - 64
65 +
GR
1%
GR
3%
5 0
6% 13-17
AGE
INSTAGRAM FOLLOWERS
4% 18 - 24
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
55 - 64
28,000,000
1% 65 +
YOUTUBE VEWS
0
EDIAN AGE: 42 35
24%
GROUP TOTALS 15
65 +
10 0
7% 1% 13-17
18 - 24
25 - 34
30%
30
35 - 44
45 - 54
55 - 64
6% 65 +
GROUP TOTALS
19%
20
45 - 54
435,000
55 - 64
12%
10
65 +
5 0
13-17
AGE
FACEBOOK FOLLOWERS
5%
2% 18 - 24
GROUP DEMOGRAPHICS
35 - 44
45 - 54
115,000
55 - 64
35
31%
21%
GROUP TOTALS
30
3% 65 +
55 - 64
GROUP TOTALS
0
2% 65 +
FOLLOWERS 1,200,000 FACEBOOK
5 0
10%
6%
1% 13-17
AGE
40 35 30 25 20 15 10 5 0
18 - 24
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
55 - 64
300,000
YOUTUBE VEWS
65 +
30% 30%
19%
12% 5%
3%
55 - 64
65 +
2% 13-17
18 - 24
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
2,600,000
YOUTUBE VEWS
YOUTUBE MEDIAN AGE: 29 35
28%
30
32%
25
HI-TORQUE 9% FACEBOOK 18%
15 10
20%
7%
AGE
33%
20
13%
45 - 54
5
INSTAGRAM FOLLOWERS
25
4%
10
INSTAGRAM MEDIAN AGE: 29
EDIAN AGE: 31
35 - 44
25 - 34
25%
YOUTUBE MEDIAN AGE: ??
30%
25 15
35 - 44
1%
31%
15
INSTAGRAM MEDIAN AGE: ??
3%
1%
1%
20
EDIAN AGE: ??
6%
5
25
TOTAL INSTAGRAM DEMOGRAPHICS 15,000 FOLLOWERS AGE GROUP
LE TTLES 19%
250 - 3413-1735 - 4418 - 24 45 - 5425 - 34 55 - 6435 - 4465 + 45 - 54
30
FOLLOWERS 15,000 FACEBOOK
27%
18 + - 24 65
35
20% ELECTRIC BIKE ACTION 10% FACEBOOK
20
5
55 - 64
4%
YOUTUBE MEDIAN AGE: 37
25%
25
7%
1%
0 250 - 3413 - 17 35 - 4418 - 24 45 - 5425 - 34 55 - 6435 - 4465 + 45 - 54 5513-17 - 64
31%
30
15%
45 - 54
5
INSTAGRAM MEDIAN AGE: 39
BIKE ACTION
35 - 44
18 - 24
2%
5%
55 - 6
YOUTUBE GROUP INSTAGRAM GROUP DEMOGRAPHICS AGE AGE GROUP 1,300,000 DEMOGRAPHICS FOLLOWERS DEMOGRAPHICS VEWS 150,000 FACEBOOK FOLLOWER 35,000 INSTAGRAM DEMOGRAPHICS AGE FOLLOWERS AGE GROUP 65,000
FOLLOWERS 270,000 FACEBOOK
27%
13-17
3%
1%
GROUP TOTALS
65 +
5
GROUP TOTALS
55 - 64
3%
GROUP TOTALS
45 - 54
5
GROUP TOTALS
35 - 44
2%
GROUP TOTALS
5%
GROUP TOTALS
NUMEROUS SURVEYS ALL REACH THE SAME CONCLUSION: “NO INSTAGRAM INSTAGRAM MEDIAN AGE:MEDIAN 35 OTHER THE SUPERIOR AGE: 37 MEDIAN AGE: 3 EDIAN AGE: 36MEDIUM DELIVERS FACEBOOK AGE: 38YOUTUBE MEDIAN 30% 33% 30% 30% ENGAGEMENT, DWELL TIME, FINANCIAL 30 30 35 30 28% 31% 26% 30% 30 VALUE AND ROI, AND THE IMPORTANCE 24% 25 25 25 25 TAIN BIKE 19% 20 19%18% 20 OF TRUST” GENERATED BY TRADITIONAL 20 20% 18% 19% 20 14% 14% 15 15 15 MAGAZINES AND NEWSBRANDS. 15 12% 10 10 10 SOURCE: MEDIATEL 10 7%
6% 13-17
18 - 24
25 - 34
35 - 44
45 - 54
15 10
2%
1%
55 - 64
65 +
INSTAGRAM DEMOGRAPHICS 740,000 FOLLOWERS AGE GROUP
1.2 Million FACEBOOK FOLLOWERS 20 Million Post Reach per year
19%
20
700,000 INSTAGRAM FOLLOWERS 40 Million Post Reach per year
5 0
11%
5% 13-17
AGE
18 - 24
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
3%
1%
55 - 64
65 +
45,000,000
400,000 YouTube Subscribers 45 Million Video Views per year
YOUTUBE VEWS
4 / 2020 / media.hi-torque.com
Here are the
TOP 11 REASONS TO PROMOTE & ALIGN YOUR PRODUCTS WITH OUR BRANDS. 1. SELL. Advertising with hi-torque will help you sell your product. 2. AUDIENCE. Our titles and platforms get you in front of the largest true-enthusiast audience. No “wasted” ad spend. 3. AWARENESS. Enthusiasts become aware of your products and buy them. 4. INFLUENCE. Our readers actually pay for our expertise, knowledge, and opinions. What other “influencer” can say that? 5. TRUST. Our readers’ trust in our content motivates them to buy your products. 6. REACH. We’re in front of every buyer, no matter what media platform they’re on. Our reach is unmatched.
7. DEMO. Every consumer, regardless of age, income level, or skill level, will see your product. 8. GLOBAL. Our brands are the go-to titles for information around the world. 9. HISTORY. Our core audience’s long-term devotion to our titles helps you sell your product. 10. PARTNERSHIP. A check of our long-time advertisers reads like a “who’s who” list of the most successful companies in these fields. They know that the exposure they receive in our titles has helped make them successful. 11. EXPOSURE. Your products’ exposure in our brands will help make you successful too!
CONTENTS 6 10 14 18 22
DIRT BIKE MOTOCROSS ACTION MOUNTAIN BIKE ACTION ROAD BIKE ACTION DIRT WHEELS
26 30 36 38 40
UTV ACTION ELECTRIC BIKE ACTION WEBSITE ADVERTISING PRINT ADVERTSING CONTACT INFO
IN GENERAL, WHICH TYPE OF ADVERTISING CHANNELS DO YOU TRUST MORE WHEN YOU WANT TO MAKE A PURCHASING DECISION? THE NUMBER ONE ANSWER? 82% OF RESPONDENTS SAID A COMPANY’S PRINT ADS WERE THEIR MOST TRUSTED ADVERTISING CHANNEL. SOURCE: MARKETING SHERPA 2020 / media.hi-torque.com / 5
50 YEARS OF OFF-ROAD DOMINANCE!! For the last half-century we have tested more offroad bikes and products/ accessories than any other media source or influencer in existence. Over that time we have built trust with our audience because we give authentic opinions about what works and what doesn’t.
2020 SURPRISE! ALL-NEW MODELS FROM KTM & HUSKY CCC 02977
JULY 2019
•
YAMAHA’S NEW 450 ENDURO
JULY 2019 •
This formula for success has carried over to other platforms like our website which is up 50% over last year, our YouTube channel that is up 72%, or Instagram that has a 400,000 reach in a given week--all this serving different demographics, but the same core off-road rider.
www.dirtbikemagazine.com
HUSKY’S OFF-ROAD 2-STROKE SHOCKER!
BREAKTHROUGH ON THE 300 2-STROKE Att’n retailer: Please display until July 18
dirtbikemagazine.com
$6.99
NEW KTM 450 MOTOCROSS MONSTER
20
37%
30
30 25 20 15 6% 10 5 3% 550- 6413 - 17 65 + 18 - 24
40
22% 35
FACEBO
25
33%
28%
30
26%
23%
25
20 15
20%
20
14%
18 - 24
5
25 - 34 0
35--17 44 13
GROUP DEMOGRAPHICS
30 25 20 15
24%
25
6%
3%
55 - 6435 - 44 65 +45 - 54 18 45 - 24- 54 25 - 34
WEBSITE VISITS
GROUP DEMOGRAPHICS
30%
24%
PRINT COPIES
25%
30
DB is the #125% influencer for serious riders 25
20 15
10 7%6 / 2020 /10media.hi-torque.com
17%
14%
18% 20 15 10
10
6%
5 0
8%
15 10
3%
1%
25 - 34 44- 64 45 -6554+ 25 -18 34- 24 35 - 44 45 - 54 35 -55
GROUP DEMOGRAPHICS
30
15%
29%
GROUP DEMOGRAPHICS
30%29%
FACEBOOK FOLLOWERS
3%
55 - 64
20
30%
21%
15
8% 10% 10
11% 7%
5 0
WEBSITE VISITS
mobile, desktop/laptop and tablet versions. 22%
25
65 +
2%
13 - 17
18 - 24
GROUP DEMOGRA
35 30
OUP TOTALS
0
6%
7%
OUP TOTALS
65 +
5
10
OUP TOTALS
26%
13% 12%
PLAN TO BUY 70% A NEW BIKE IN THE NEXT YEAR
READER AGE AGE 18,000,00058,000 AGE40,000,000 8,000,000 AGE AGE AGE GROUPS, BY THE DIRT BIKE’s Print and Digital magazine is STILL DIRT BIKE’s Website content will be viewed worldwide PRINT MEDIAN 46 CateringFACEBOOK WEBSITE MEDIAN AGE: 40 WEBSITEthe MEDIAN AGE: 42 inAGE: #1 Motorcycle title the world. to by over 3.2 Million unique in 2020, and FACEBO MEDIAN AGE: 38 individuals NUMBERS the most experienced and loyal demo in the sport, generate more than 45 Million ad impressions on 10
OUP TOTALS
T ES
19%
24%
15
15
55 - 64
24%
GROUP TOTALS
GROUP TOTALS
20
25
4%
24%
31% 25
30
QUICK FACTS A DIRT BIKE 96%OWN
WEBSITEAGE: MEDIAN FACEBOOK MEDIAN 29 AGE: 41 GROUP TOTALS
35
GROUP TOTALS
WEBSITE MEDIAN 40 AGE: 46 PRINTAGE: MEDIAN 25%
OUP TOTALS
DIRT BIKE
TRAIL BIKE SHOOTOUT
GROUP TOTALS
DIRT BIKE Magazine is the ORIGINAL SOURCE for off-road motorcycle riders and, 50 years later, still the best-selling magazine in its market.
25 20 15 10
34%
60%
THE WORLD OF PRINT AND SOCIAL MEDIA CONTIUNE TO BE AT THE FOREFRONT OF HOW OUR CUSTOMER BASE ACQUIRES INFORMATION, SO OUR RELATIONSHIPS WITH INDUSTRY-LEADING PUBLICATIONS ARE MORE IMPORTANT THAN EVER. FOR DECADES, MOOSE RACING HAS RELIED ON DIRT BIKE MAGAZINE TO BE ONE OF THE MOST IMPORTANT OUTLETS WE UTILIZE TO GET OUR MESSAGE OUT THERE. IT HAS BEEN, AND WILL CONTINUE TO BE ONE OF OUR MOST PRIZED PARTNERS BECAUSE OF THE WAY THEY REACH OUT TO OUR CORE AUDIENCE OF ENTHUSIASTS.” BRAD KRUCKENBERG, GENERAL MANAGER MOOSE RACING
RIDE ONCE PER WEEK OR MORE
CITE DIRT BIKE 78% AS THEIR #1 MOST TRUSTED INFLUENCER
OOK MEDIAN AGE: 28MEDIAN AGE: 27 N AGE: 27 AGE: 33 YOUTUBE MEDIAN INSTAGRAM GROUP TOTALS
16%
25 20 15 107%
7% 2%
5
1%
45 25 - 54- 34 55 35 - 64- 44 6545+ - 54
00 50,000
INSTAGRAM APHICS FOLLOWERS
6%
2%
0 55 - 6413-17 65 +18 - 24
AGE
FACEBOOK FOLLOWERS
4033% 36% 34% 35 30 25 16% 20 15% 15 10% 10 6% 6% 3% 5 1% 0 25 - 34 13-1735 - 44 18 - 2445 - 54 25 - 3455 - 64 35 - 44 65 +45 - 54
22,000,000230,000 AGE
GROUP DEMOGRAPHICS
GROUP DEMOGRAPHICS
YOUTUBE VEWS
DIRT BIKE’s Social Media sites reach a different market
2%
1%
55 - 64
65 +
25
15%
18%
20 15
8%
10
22%
30 25 20 15 10
UP TOTALS
OUP TOTALS
followers will35generate 20 Million 35%impressions, linking to our 40 36% Website and 30to your ads. 35 25%28%
12%
20 15
9%
DIRT BIKE
34%
15% 6%
6% 13-17
18 - 24
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
2%
1%
55 - 64
65 +
18,000,000
YOUTUBE VEWS
DIRT BIKE’s Video segment covers YouTube, IGTV, FacebookYOUTUBE platforms. 100 new videos MEDIAN AGE:per28year, producing 18-20 Million Views. New bike intros, shootouts, product 35 33% tests, project bikes, two-stroke spotlights. 30 25
20%
36%
AGE
INSTAGRAM FOLLOWERS
segment of younger enthusiastsMEDIAN viewing ourAGE: content. 300,000 AGE: 29 N AGE: 32 INSTAGRAM OOK MEDIAN AGE: 28 YOUTUBE 31MEDIAN 35%
40 35 30 25 20 15 10 5 0
GROUP TOTALS
31%
30
YOUTUBE MEDIAN AGE: 29
OUP TOTALS
35
22%
GROUP TOTALS
30%
10
24%
22% 12% 2020 / media.hi-torque.com / 7
DIRT BIKE READER SURVEY READERS
Gender? MALE 98%
Household income? $92,000
Do you own a dirt/motocross bike? YES 96%
How many bikes do you own? Average 3.1
How often do you ride? ONCE PER WEEK OR MORE 60%
Do you race? YES 50%
MOTOCYCLE BRANDS CURRENTLY OWNED 1. YAMAHA .............49% 2. HONDA ................47%
AFTER RIDING & READING DIRT BIKE MAGAZINE FOR OVER 30 YEARS, IT IS STILL ONE OF MY FAVORITE GO-TOs FOR INFORMATION & TESTS ON PRODUCTS, BIKES AND SETUP. NICE TO SEE FAMILIAR NAMES AFTER MANY YEARS WITH STAFF. I RECOMMEND THE MAGAZINE TO NEWCOMERS TO OUR SPORT TO TAKE SOME OF THE GUESSWORK OUT OF DIRT BIKE RELATED TOPICS SUCH AS REPAIR AND RIDING TECHNIQUES.” ALAN D., FACEBOOK REVIEW, DIRT BIKE READER 8 / 2020 / media.hi-torque.com
3. KTM ....................37% 4. KAWASAKI ..........26%
MOTORCYCLE BUYING PLANS Probably buying in next 12 months? YES 70%
BRANDS CONSIDERING 1. 2. 3. 4. 5. 6. 7. 8.
KTM ............................ 43% YAMAHA ..................... 31% HUSQVARNA ............... 29% HONDA ........................ 25% KAWASAKI .................. 15% BETA ........................... 13% SUZUKI ......................... 7% GASGAS ....................... 6%
ENGINE TYPE
1. TWO STROKE............... 49% 2. FOUR STROKE ............. 32% 3. NOT SURE ................... 19%
TYPE 1. 2. 3. 4.
ENDURO/OFF-ROAD..... 36% MOTOCROSS ............... 31% DUAL SPORT ............... 17% ADVENTURE .................. 4%
5. SUZUKI ...............17% 6. HUSQVARNA .......14%
7. BETA .....................4% 8. GASGAS ................4%
MAIN INFLUENCES
MOST TRUSTED SOURCE FOR INFORMATION ON ALL PURCHASES? DIRT BIKE Magazine 78%
PURCHASING MOTORCYCLES
1. DIRT BIKE MAGAZINE 83% 2. PREVIOUS BRAND EXP. 59% 3. PRICE 29%
PURCHASING PARTS AND ACCESSORIES 1. 2. 3. 4.
DIRT BIKE EDITORIAL 59% ADS IN DIRT BIKE 43% INTERNET WEBSITES 38% FRIENDS 37%
PURCHASING RIDING GEAR 1. 2. 3. 4.
DIRT BIKE EDITORIAL 66% ADS IN DIRT BIKE 48% FRIENDS 44% INTERNET WEBSITES 43%
TOP THREE BRANDS OWNED BY CATEGORY EXHAUST PIPE
BRAKE PADS
GOGGLE
HANDLEBAR
OIL
GLOVES
SPROCKET
CHAIN LUBE
BOOTS
CHAIN
COOLANT
RIDING APPAREL
GRIPS
GRAPHICS
CHEST PROTECTOR
AIR FILTER
REEDS
NECK BRACE
1. FMF 66% 2. PRO CIRCUIT 20% 3. YOSHIMURA 6% 1. RENTHAL 46% 2. PRO TAPER 39% 3. FASST/FLEX 7% 1. RENTHAL 38% 2. SUNSTAR 16% 3. PRIMARY DRIVE 14% 1. D.I.D. 52% 2. RENTHAL 18% 3. PRIMARY DRIVE 15% 1. PRO TAPER 26% 2. RENTHAL 24% 3. ODI 17% 1. TWIN AIR 60% 2. UNI FILTER 29% 3. NO TOIL 14%
TIRE
1. DUNLOP 57% 2. BRIDGESTONE 24% 3. KENDA 21%
1. EBC 36% 2. BREMBO 12% 3. TUSK 11% 1. MAXIMA 24% 2. MOTOREX 23% 3. BEL RAY 19% 1. BEL RAY 33% 2. MAXIMA 31% 3. PJ1 11% 1. ENGINE ICE 34% 2. MAXIMA 9% 3. HONDALINE 7% 1. DECAL WORKS 17% 2. FACTORY EFFEX 13% 3. ATTACK 7% 1. BOYESEN 35% 2. MOTO TASSINARI 23%
1. SCOTT 43% 2. 100% 38% 3. OAKLEY 24% 1. FOX 37% 2. FLY 23% 3. MOOSE 20% 1. ALPINESTARS 42% 2. GAERNE 23% 3. SIDI 15% 1. FOX 41% 2. FLY 33% 3. THOR 28%
1. FOX 24% 2. LEATT 13% 3. THOR 11%
PISTON
1. LEATT 10% 2. EVS 7% 3. ALPINESTARS 2%
HELMET
1. EVS 11% 2. LEATT 10% 3. CTI 8%
1. WISECO 36% 2. VERTEX 13% 3. PRO-X 10%
KNEE BRACE
1. BELL 30% 2. HJC 22% 3. FLY 21%
ISSUANCE AND CLOSING DATES COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Jan-20............................10/25/19................................ 11/1/19...................... 12/19/20 Feb-20.............................11/26/19................................ 12/5/19........................ 1/23/20 Mar-20............................12/26/19.................................. 1/3/20........................ 2/20/20 Apr-20...............................1/24/20................................ 1/31/20........................ 3/19/20 May-20..............................2/25/20.................................. 3/4/20........................ 4/23/20 Jun-20..............................3/24/20................................ 3/31/20........................ 5/21/20 Jul-20...............................4/23/20................................ 4/30/20........................ 6/18/20 Aug-20..............................5/21/20................................ 5/29/20........................ 7/16/20
COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Sep-20..............................6/24/20.................................. 7/1/20........................ 8/20/20 Oct-20...............................7/23/20................................ 7/30/20........................ 9/17/20 Nov-20..............................8/20/20................................ 8/27/20...................... 10/15/20 Dec-20..............................9/23/20................................ 9/30/20...................... 11/19/20 Jan-21............................10/23/20.............................. 10/30/20...................... 12/17/20 Feb-21.............................11/24/20................................ 12/3/20........................ 1/21/21 Mar-21............................12/28/20.................................. 1/4/21........................ 2/18/21
2020 / media.hi-torque.com / 9
DIRT BIKE 2020 READER SURVEY BIKE PROFILE How often do you buy dirt bike magazine? 1-4 issues ............................. 10% 5-8 issues ............................. 10% 9-12 issues ........................... 11% Subscription .......................... 58% I look at the Website only ....... 11%
How long have you been reading Dirt Bike Magazine? Less than 1 yr .......................... 7% 1-2- years ............................... 9% 2-3 years ................................. 8% 3-4 years ................................. 4% 4-9 years ................................. 4% 10+ years .............................. 68%
How many people besides yourself look through your copy of dirt bike?
1............................................ 23% 2............................................ 24% 3............................................ 17% 4.............................................. 5% 5+ ........................................... 8% None...................................... 23%
Do you own a dirt/ motocross bike?
Yes ........................................ 96% No ........................................... 4%
How many bikes do you own?
1............................................ 20% 2............................................ 27% 3............................................ 18% 4+ ......................................... 35%
What brand(s) do you own?
Aprilia ...................................... 1% BMW ....................................... 3% Beta......................................... 4% Christini ................................... 1% Cobra....................................... 1% Gas Gas ................................... 4% Honda .................................... 47% Husqvarna ............................. 14% Kawasaki ............................... 26% KTM....................................... 37% Sherco ..................................... 1% SSR ......................................... 1% Suzuki ................................... 17% SWM........................................ 1% TM ........................................... 1% Yamaha ................................. 40% Other ..................................... 17%
What size are they?
50cc ...................................... 15% 65cc ........................................ 5% 85cc ........................................ 9% 10 / 2020 / media.hi-torque.com
125cc .................................... 26% 150cc .................................... 11% 250cc .................................... 53% 300cc-350cc ......................... 40% 450cc .................................... 24% 500cc .................................... 10% 501cc-600cc ........................... 5% 600cc-800cc ......................... 11% 800cc+ ................................. 10% Other ..................................... 13%
What year is your newest bike?
2019........................................ 6% 2018...................................... 17% 2017...................................... 14% 2016...................................... 12% 2015........................................ 3% 2014........................................ 3% 2013........................................ 3% 2012 or earlier ....................... 42%
What type of engine?
2-stroke................................. 55% 4-stroke................................. 45%
What types of bike do you own?
Motocross.............................. 55% Enduro ................................... 54% Dual sport .............................. 27% Supermoto ............................... 4% Adventure .............................. 10% Trails ....................................... 6% Pit Bike .................................. 11% Electric .................................... 2% Other ..................................... 16%
Which of these factors influenced you most when you brought your motorcycle?
DB test results ....................... 59% DB Website ............................ 13% DB social media ..................... 11% Price ...................................... 29% Showroom avail ..................... 10% Local Dealer ......................... 25% Factory cont program............... 3% Factory race results ................. 3% Another website review ........... 6% Other social media ................... 6% Previous brand exp. ............... 59% Friend’s recommend .............. 20% Parent’s recommend ................ 7%
Do you plan to buy a new bike in the next 12 months?
Yes ........................................ 23% Probably ................................ 19% Maybe ................................... 28% No ......................................... 30%
What brands are you considering? Alta .......................................... 1% Aprilia ...................................... 1% BMW ....................................... 2% Beta....................................... 13% Christini ................................... 1% Cobra....................................... 1% Gas Gas ................................... 6% Honda .................................... 25% Husqvarna ............................. 29% Kawasaki ............................... 15% KTM....................................... 43% Sherco ..................................... 4% SSR ......................................... 1% Suzuki ..................................... 7% SWM........................................ 1% TM ........................................... 3% Yamaha ................................. 31% Zero ......................................... 1% Other ....................................... 3% Don’t know yet ........................ 2%
What size will it be?
50cc ........................................ 1% 65cc ........................................ 2% 85cc ........................................ 2% 125cc ...................................... 6% 150cc ...................................... 4% 250cc .................................... 28% 300cc-350cc ......................... 26% 450cc .................................... 18% 500cc ...................................... 2% 501cc-600cc ........................... 1% 600cc-800cc ........................... 5% 800cc+ ................................... 3% Other ....................................... 1% Not sure................................... 5%
What year will it be?
New ....................................... 49% Used ...................................... 32% Not sure................................. 19%
What type of engine?
2-stroke................................. 49% 4-stroke................................. 40% Not sure................................. 11%
What type will it be?
Motocross.............................. 31% Enduro ................................... 36% Dual sport .............................. 17% Adventure ................................ 4% Trials ....................................... 1% Pit bike .................................... 1% Electric .................................... 1% Other ....................................... 3% Not sure................................... 4%
Do you influence your friends on what bike they should buy? Yes ........................................ 82% No ......................................... 18%
When you’re looking to buy, what source do you trust the most? Edit and tests in DB ............... 78% Manufactures website ............. 3% Manufactures social media ...... 3% YouTube ................................. 16% Facebook or google ................. 1% Internet influencers .................. 4% Twitter ..................................... 0% Pro rider endorse ..................... 6% Brand ambassador................... 4% Another mag or website ........... 9% Parts & Accessories
What is your important sources of information for purchasing parts and accessories? Editorial in DB ........................ 59% Ads in DB............................... 43% At races ................................. 15% Other mags............................ 16% Motorcycle dealer .................. 26% Friends .................................. 37% Internet sites.......................... 38% Amazon ................................... 7% Instagram ................................ 3% Facebook ................................. 4% Other ..................................... 11%
Where do you purchase replacement parts, hop-up parts and accessories? Ads in DB............................... 28% DB social media ..................... 12% Bike shop .............................. 60% Online/consumer .................. 39% Off road moto co mail order ...................... 52% Amazon ................................. 22% Instagram ................................ 1% Facebook ................................. 2% Other ..................................... 14%
Have you ever purchased products from ads in DB? Yes ........................................ 70% No ......................................... 30%
How much do you spend on replacement parts, hop-up parts and accessories for your bike each month? $500+...................................... 6% $400-$499............................... 3% $300-$399............................... 7% $200-$299............................. 13% $100-$199............................. 37% Less than $100....................... 34%
What brands of exhaust pipes do you have on your bikes?
Akrapovic................................. 4% Arrow....................................... 1% Big Gun.................................... 2% Bills Pipes................................. 2% Bud Racing............................... 0% DEP.......................................... 1% DG............................................ 3% Dubach..................................... 1% FMF........................................ 66% HFM......................................... 1% Leo Vince.................................. 3% Pro Circuit............................... 20% Rocket...................................... 1% Scalvini..................................... 2% SuperTrapp............................... 3% Two Brothers............................ 1% Yoshimura................................. 6% Stock/OEM.............................. 28% Other...................................... 10%
What brands of handlebars do you have on your bikes?
Applied Racing.......................... 1% Azonic...................................... 1% DG............................................ 1% Fasst/Flexx............................... 7% Fly............................................ 3% Moose...................................... 5% MSR......................................... 3% ODI........................................... 1% O’Neal...................................... 2% Pro Taper................................ 39% Renthal................................... 46% Tag........................................... 2% Torc 1....................................... 1% Tusk......................................... 2% Twisted Engineering.................. 2% Vortex....................................... 1% Stock/OEM.............................. 35% Other........................................ 9%
What brands of sprockets do you have on your bikes? Dirt Tricks................................. 6% Fl.............................................. 1% Ironman.................................... 3% J............................................... 5% Magnum................................... 1%
Moose...................................... 7% MSR......................................... 3% PBI........................................... 1% PMP.......................................... 0% Primary Drive.......................... 14% Pro Taper.................................. 8% Renthal................................... 38% Sprocket Specialists................. 3% Sunstar .................................. 16% Supersprox............................. 13% Tag........................................... 2% Talon........................................ 3% Vortex....................................... 4% Stock/OEM.............................. 35% Other...................................... 11%
What brands of chains do you have on your bikes? D.I.D....................................... 52% EK.......................................... 11% Flo............................................ 1% JT............................................. 1% KMC......................................... 1% Moose...................................... 4% Primary Drive.......................... 15% Regina...................................... 6% Renthal................................... 18% RK.......................................... 15% Tsubaki.................................... 2% Sunstar .................................... 5% Stock/OEM.............................. 27% Other........................................ 6%
What brands of grips do you have on your bikes? A’ME......................................... 3% Azonic...................................... 1% Boyesen................................... 1% EKS Brand................................ 1% Emig......................................... 5% Moose...................................... 5% ODI......................................... 17% O’Neal...................................... 4% Oury......................................... 7% Pro Grip.................................. 14% Pro Taper................................ 26% Renthal................................... 24% Scott....................................... 14% Sunline..................................... 8% Smith........................................ 1% Tag........................................... 2% Torc1........................................ 1% Stock/OEM.............................. 20% Other........................................ 9%
What brands of air filters do you have on your bikes? Acerbis..................................... 1% DT1.......................................... 3% FunnelWeb............................... 6% K&N.......................................... 8% Maxima.................................... 2% No Toil.................................... 14% PC............................................ 1% Pro Taper.................................. 1% Twin-Air.................................. 60% Uni-Filter................................ 29% Stock/OEM.............................. 30% Other........................................ 4%
What brands of replacement tires do you buy? Bridgestone............................ 24% CST.......................................... 1% Dunlop.................................... 57% Duro......................................... 1% Full Bore................................... 1% Goldentyre................................ 8% Hi-Point.................................... 1% Hoosier..................................... 1% IRC......................................... 10% Kenda..................................... 21% Maxxis.................................... 14% Metzeler................................... 7% Michelin.................................. 20% Mitas........................................ 1% Pirelli...................................... 12% Sedona..................................... 3% STI............................................ 2% Trelleborg................................. 2% Stock/OEM................................ 5% Other...................................... 13%
How many tires do you purchase a year?
20+.......................................... 1% 15-20....................................... 1% 10-14....................................... 5% 5-9......................................... 17% Less than 5............................ 76%
What brands of brake pads do you have on your bikes?
AP Racing................................. 1% Braking..................................... 5% Brembo.................................. 12% DP/Dunlop................................ 5% EBC........................................ 36% Ferodo...................................... 1% Galfer....................................... 7% Magnum................................... 1%
Moose...................................... 4% Moto Master............................. 1% MSR......................................... 2% Pro Taper.................................. 2% Renthal..................................... 3% SBS.......................................... 0% Tusk....................................... 11% Vesrah...................................... 1% Stock/OEM.............................. 46% Other........................................ 5%
What brands of oil do you use? Amsoil.................................... 18% Bel-Ray.................................. 19% Castrol...................................... 5% Hondaline............................... 13% Kawasaki.................................. 5% Klotz......................................... 5% Lucas....................................... 5% Maxima.................................. 24% Mobil 1..................................... 4% Motorex.................................. 22% Motul...................................... 13% Pennzoil.................................... 2% PJ1........................................... 4% Redline..................................... 1% Repsol...................................... 1% Silkolene................................... 2% Spectro..................................... 7% Suzuki CCI................................ 1% Torco........................................ 1% Valvoline................................... 3% Yamalube................................ 17% Other...................................... 13%
What brands of chain lube do you use? Bel-Ray.................................. 33% Hondaline................................. 8% Lucas....................................... 5% Maxima.................................. 31% Moose...................................... 2% Motorex.................................. 10% Motul........................................ 6% No-Toil...................................... 1% PJ1......................................... 11% Renthal..................................... 2% Repsol...................................... 1% Silkolene................................... 2% Spectro..................................... 2% Sunstar .................................... 1% Torco........................................ 1% Yamalube................................ 10% Other...................................... 21% 2020 / media.hi-torque.com / 11
DIRT BIKE 2020 READER SURVEY What brands of coolant do you use? Amsoil ..................................... 4% Bel-Ray ................................... 5% Castrol ..................................... 2% Engine Ice.............................. 34% Evans ...................................... 5% Hondaline ................................ 7% Kawasaki ................................. 4% Lucas Oil ................................. 2% Maxima ................................... 9% Mobil 1 .................................... 1% Motorex ................................... 5% Motul ....................................... 3% Mystik ..................................... 1% Pennzoil ................................... 4% PJ1 .......................................... 1% Quaker State............................ 1% Repsol ..................................... 1% Rock Oil ................................... 1% Silkolene.................................. 1% Spectro .................................... 1% Torco ....................................... 1% Twin-Air ................................... 2% Valvoline .................................. 2% Yamalube................................. 4% Other ..................................... 17%
What brand of numbers and or custom graphics do you have on your bikes?
Attack ...................................... 7% D’COR...................................... 1% De-Cal Works......................... 17% Dirt Design .............................. 3% Dirt Digits ................................ 1% Factory Effex.......................... 13% Flu Designs.............................. 2% FMF ......................................... 2% HBD ......................................... 1% MotoPro Graphics .................... 2% N-Style .................................... 6% One Industries ......................... 3% Powersport Grafx ..................... 1% Primal ...................................... 1% Pro-Circuit ............................... 2% Pro’s Choice............................. 0% Red Label ................................ 0% Throttle Jockey ........................ 3% Stock/OEM............................. 33% Other ..................................... 21% None...................................... 21%
Reeds purchased?
Boyesen ................................ 35% Moto Tassinari ....................... 23% Stock/OEM............................. 40% Other ..................................... 11% 12 / 2020 / media.hi-torque.com
Piston purchased?
Cosworth ................................. 1% CP ........................................... 1% JE ............................................ 1% LAPC ....................................... 1% Namura ................................... 3% Pro-X ..................................... 10% Vertex .................................... 13% Wiseco................................... 36% Wossner .................................. 4% Stock/OEM............................. 45% Other ....................................... 6%
What type of hand guards do you use? Full-wrap endruo ................... 60% MX shields ............................. 20% None...................................... 20%
Have you had your suspension modified in any way?
Yes ........................................ 58% No ......................................... 42%
Have you modified your engine in any way?
Yes ........................................ 41% No ......................................... 59%
What off-road products have you purchased? GPS ....................................... 13% Spark arrestor........................ 39% Handguards ........................... 72% Frame protectors ................... 43% Auto clutch ............................ 15% Bigger tank ............................ 31% Steering dampers .................. 23% Drink systems........................ 41% Lighting systems ................... 18% Pipe protectors ...................... 32% Radiator hose kit.................... 22% Radiator guards ..................... 40% Flywheel weights ................... 18% Inflation products ................... 14% Tool carriers/fanny packs ....... 39% Skid plate .............................. 65% Wheels .................................. 25%
RIDING GEAR What are your important sources of info for purchasing parts and accessories?
Editorial in DB ........................ 66% Ads in DB............................... 48% Races .................................... 19% Other mags............................ 24% Motorcycle dealer .................. 33% Friends .................................. 44% Internet sites.......................... 43% Amazon ................................... 8% Instagram ................................ 3% Facebook ................................. 6% Other ..................................... 13%
Where do you purchase your riding gear? Ads in DB............................... 22% DB social media ....................... 8% Bike shop .............................. 51% Online/consumer .................. 35% Off road /moto co mail order ...................... 51% Amazon ................................. 14% Instagram ................................ 0% Facebook ................................. 1% Other ..................................... 11%
Have you ever purchased riding gear from ads in dirt bike?
Yes ........................................ 79% No ......................................... 21%
How much do you spend on riding gear and apparel during the year?
$1500+ ................................... 3% $1000-$1499 .......................... 5% $800-$999 .............................. 4% $600-$799 ............................ 10% $400-$599 ............................ 12% $250-$399 ............................ 22% $100-$249 ............................ 25% Less than $100...................... 19%
What brand of helmet do you own? 6D ........................................... 5% AGV ......................................... 5% Alpinestars .............................. 2% Answer .................................... 3% Arai........................................ 15% Arioh........................................ 3% Bell ........................................ 30% EVS.......................................... 2% Fly ......................................... 21% Fox ........................................ 17% HJC ....................................... 22% Just 1 ...................................... 1% Kali .......................................... 1% Klim ......................................... 3% Leatt ........................................ 3% LS2.......................................... 5% MSR ........................................ 6% Ocelot ...................................... 0% O’Neal ................................... 10% Scorpion .................................. 5% Shoei ..................................... 13% Suomy ..................................... 4% Thor......................................... 7% Troy Lee................................... 9% UFO ......................................... 1% Vemar ...................................... 1% Z1R ......................................... 2% Zox .......................................... 1% Other ..................................... 15%
What brand of goggles do you own? 100% .................................... 38% 509.......................................... 1% Answer .................................... 5% ARC ......................................... 1% Arnette .................................... 1% Blur ......................................... 1% Dragon .................................... 6% EKS Brand ............................... 4% Fox ........................................ 15% Ican ......................................... 1% Liquid Image ............................ 1% Moose ..................................... 4% Oakley ................................... 24% Pro Grip ................................... 2% Scott ...................................... 43% Smith..................................... 13% Spy .......................................... 9% Thor......................................... 5% Utopia ...................................... 1% Viral ......................................... 0% Von Zipper ............................... 1% Other ....................................... 9%
What brand of gloves do you own? 100% .................................... 11% Acerbis .................................... 1% Alias ........................................ 1% Alpinestars .............................. 7% Answer .................................... 7% AXO ......................................... 2% Azonic ..................................... 1% Deft Family .............................. 1% EVS.......................................... 1% Fasthouse ................................ 1% Five ......................................... 1% Fly ......................................... 23% Fox ........................................ 37% FXR.......................................... 1% Husqvarna ............................... 1% JT Racing ................................ 4% Leatt ........................................ 3% Mechanix Wear ........................ 9% Moose ................................... 20% MSR ...................................... 14% No Fear .................................... 1% Ocelot ...................................... 1% O’Neal ................................... 14% Pro Grip ................................... 1% Risk ......................................... 1% Scott ........................................ 3% Shift......................................... 6% Strike....................................... 1% Thor....................................... 14% Troy Lee................................... 9% Other ..................................... 15%
What brand of boots do you own? Acerbis..................................... 1% Alpinestars............................. 42% Answer .................................... 1% AXO.......................................... 1% Fly............................................ 7% Forma....................................... 5% Fox......................................... 16% Gaerne.................................... 23% Hi-Point.................................... 3% Moose...................................... 5% MSR......................................... 3% O’Neal.................................... 13% Sidi......................................... 15% TCX.......................................... 2% Thor.......................................... 3% UFO.......................................... 1% Other........................................ 7%
What brand of riding apparel do you own? Acerbis..................................... 5% Alias......................................... 1% Alpinestars............................... 8% Answer................................... 13% AXO.......................................... 5% Azonic...................................... 1% Fasthouse................................. 3% Fly.......................................... 33% Fox......................................... 41% FXR.......................................... 3% Husqvarna................................ 3% JT Racing................................. 3% Klim........................................ 13% Moose.................................... 24% MSR....................................... 24% Ocelot....................................... 1% One Industries.......................... 6% O’Neal.................................... 20% Pro Grip.................................... 1% Risk.......................................... 0% Scott......................................... 4% Shift....................................... 13% Strike........................................ 1% Shot MX.................................... 1% Thor........................................ 28% Troy Lee.................................. 12% Other...................................... 11%
What brand of chest protector do you own?
Acerbis..................................... 5% Alpinestars............................... 5% Answer..................................... 4% Atlas......................................... 1% AXO.......................................... 1% EVS........................................... 9%
Fly............................................ 8% Fox......................................... 24% HRP.......................................... 4% Leatt....................................... 13% MSR......................................... 4% Moose...................................... 8% O’Neal...................................... 3% Shift......................................... 2% Thor........................................ 11% Troy Lee.................................... 2% UFO.......................................... 1% Other........................................ 4% None....................................... 18%
What brand of neck brace do you own?
Alpinestars............................... 3% Atlas......................................... 2% EVS........................................... 7% Fly............................................ 1% Leatt....................................... 10% Other ....................................... 1% None....................................... 76% 12. What brand of knee brace do you own?....................................... Alpinestars............................... 3% Asterix...................................... 6% Atlas......................................... 1% CTI............................................ 8% EVS......................................... 11% Fly............................................ 3% Leatt....................................... 10% Mobius..................................... 2% POD MX.................................... 2% Troy Lee.................................... 1% Other...................................... 12% None....................................... 49% 13. What brand of action camera do you own?.................................. 360 Fly..................................... 1% Drift.......................................... 0% Epic.......................................... 1% Garmin..................................... 1% GoPro..................................... 39% JVC........................................... 1% Replay...................................... 0% Sony......................................... 2% Wasp........................................ 1% None....................................... 44% None but plan to..................... 12%
PROFILE Gender
Male ...................................... 98% Female..................................... 2% 2. Age........................................... 13-17....................................... 8% 18-24....................................... 6%
25-34..................................... 13% 35-44..................................... 19% 45-54..................................... 24% 55-64..................................... 22% 65+.......................................... 8%
What is your total yearly household income?
200+........................................ 8% 150-200................................... 9% 120-149................................. 10% 90-119................................... 15% 70-89..................................... 18% 50-69..................................... 16% 30-49..................................... 15% Under 30.................................. 9%
If you are over 18, what is your level of education?
High school grad..................... 21% Some college.......................... 26% College grad........................... 25% Graduate degree....................... 9% Tech school............................ 14% Other........................................ 5%
Do you compete in sanctioned motorcycle races?
Yes......................................... 50% No.......................................... 50%
If yes, what class?
Mini.......................................... 3% 85cc......................................... 7% 125cc....................................... 8% 250cc..................................... 24% 450cc..................................... 13% 25+.......................................... 5% 30+........................................ 12% 40+........................................ 14% 50+........................................ 40% Pro........................................... 2%
What type of racing do you compete in?
Arenacross............................... 2% Cross Country......................... 30% Desert.................................... 11% Enduro.................................... 37% Motocross............................... 34% Supercross............................... 3% Supermoto................................ 1% Trials........................................ 5% Other...................................... 13%
How often do you compete per year?
50+ times................................. 2% 40-50....................................... 1% 30-40....................................... 2% 20-30....................................... 6% 10-20..................................... 26% Less than 10 .......................... 63%
Does anyone else in your household race? Yes......................................... 54% No.......................................... 46%
How often do you ride? 3 or more/week...................... 20% 2 times/week.......................... 17% Once a week........................... 23% 2-3 time/month...................... 28% Once a month or less.............. 12%
How much of the maintenance/repair/hop-ups on your motorcycle is done by you? 100%..................................... 32% 75-99..................................... 38% 50-74..................................... 17% 25-49..................................... 10% Less than 25%......................... 3%
Do you plan to buy a new truck in the next 18 months? Yes ........................................ 13% No.......................................... 66% Maybe.................................... 21%
What other vehicles do you own? Dual sport .............................. 30% Mountain bike......................... 66% Road bike............................... 19% Electric bike.............................. 2% ATV......................................... 32% UTV.......................................... 7% Adventure moto...................... 13%
Do you plan to purchase any of the following? ATV........................................... 6% UTV.......................................... 7% Mountain bike......................... 12% Road bicycle............................. 2% Electric bicycle.......................... 7% none....................................... 69%
Which of DB other media do you follow/read? Website.................................. 53% Facebook................................ 27% Instagram............................... 19% YouTube.................................. 40% Twitter...................................... 1% Email updates......................... 18% 2020 / media.hi-torque.com / 13
THE MOST-RESPECTED MOTO-MAGAZINE IN THE WORLD MX AC TION
MOTOCROSS ACTION ELECTRIC PEE-WEE: PERFECT FOR THE BACKYARD over consumers has been racing and that MXA has in testing motocross this industry. And 300 bikes and giving no other source moto-consumers the has the variety of facts for nearly five media to reach decades. A positive your intended MXA test is the customers. “Good Motocross Seal of Approval” With this FULL that riders and depth and width racers have depended on for of consumers, we can tailor decades. MXA’s experience your marketing efforts to both and knowledge has influenced a very broad range, and/or a not only consumer purchases, narrowly targeted group of but educated the motocross individuals. Whatever your community on how and why needs are, we can get it done. things work. So, when you’re planning your company’s marketing NO OTHER SOURCE---be it strategies, remember, there is magazine, website, influencer, no other industry partner that vlog, etc.--has the HISTORY, has a track record that can the TRUST or the INFLUENCE match MOTOCROSS ACTION. JULY 2019
GLADIATORS
EXOTIC TM 300MX HOT ROD KTM 300 TPI
EASY ARM PUMP CURE?
SUPERCROSS SHOCKERS:
NO SURGERY INVOLVED
PRINT MEDIAN AGE: 46 35
10%
10%
GROUP TOTALS
GROUP TOTALS
14%
15
20
25
13%
24%
31% 25
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24%
24%
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19% 13% 12%
37% 30
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22% 35 30 25 20 15 10 5 55 -064
GROUP TOTALS
24%
25
FACEBOO
WEBSITE MEDIAN 40 AGE: 46 PRINTAGE: MEDIAN 25%
25
GROUP TOTALS
THE BIKE THAT STARTED IT ALL THE GREATEST BIKE EVER!
GROUP TOTALS
ANDREW SHORT:
FROM SX TO DAKAR
$5.99
A SEASON TO REMEMBER
Attn retailer: Please display until June 13
MOTOCROSS ACTION • JULY 2019 • www.motocrossactionmag.com
CCC 02970
www.motocrossactionmag.com
20 15
READER AGE AGE 18,000,00058,000 60,000 AGE AGE GROUPS, AGE BY THE MOTOCROSS ACTION’s Print and digital magazine MXA’s Website content will be viewed by over 6 Million PRINT MEDIAN PRINT MEDIAN AGE: 43 is still the LARGEST-SELLING MX magazine in the individuals in 2020,AGE: and generate more46 than 90 FACEBOO WEBSITE MEDIAN 42 AGE: NUMBERS field, over 60,000 per issue. Our readers are dyed- unique Million Ad Impression opportunities on mobile, desktop/ 13 - 17
18 - 24
25 - 34
GROUP DEMOGRAPHICS
30
OUP TOTALS
25 20 15
10 / 2020 / media.hi-torque.com10 5
35 - 44
45 - 54
55 - 64
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6%
18 - 24
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25 - 34 0
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3%
35--17 44 13
GROUP DEMOGRAPHICS
PRINT COPIES
55 - 6435 - 44 65 +45 - 54 18 45 - 24- 54 25 - 34
20
15%
15
7%
10
20 15 10
WEBSITE VISITS
GROUP DEMOGRAPHICS
30%
26% in-the–wool, SERIOUS24% racers 25% and moto-consumers. laptop and tablet versions.25% 24% 25
OUP TOTALS
0
5
10
24%
17% 14%
6%
3%
5
13 - 65 17 + 18 - 24
PRINT COPIES
25%
10 0
GROUP DEMOGRAP
30
30
25
25
18%
20
20 15 10
OUP TOTALS
4%
5
10
OUP TOTALS
15
OUP TOTALS
10
15
8%
10% 10
IN TODAY’S CLUTTERED MEDIA SPACE, PEOPLE CLING TO THE SANCTUARY OF A TRUSTED, KNOWN BRAND. AS A FAN AND LONGTIME ADVERTISING AGENCY OWNER IN THE MOTORCYCLE INDUSTRY, NOTHING IS MORE TRUSTED AND RELIABLE THAN MOTOCROSS ACTION MAGAZINE” SCOTT COX, FOUNDER, RESOURCE MARKETING, INC.
QUICK FACTS RACE OWN A 97%MOTOCROSS BIKE 59% CITE MXA AS THEIR PLAN TO BUY A #1 MOST-TRUSTED 70%NEW MOTOCROSS 77% INFLUENCER FOR PURCHASING BIKE IN THE NEXT YEAR
MEDIAN INSTAGRAMFACEBOOK MEDIAN AGE: 27 AGE: 33
PHICS
35 - 44
45 - 54
3% 55 - 64
40,000,000
1% 65 +
5 0
7% 13-17
AGE
FACEBOOK FOLLOWERS
10 5
25 20 15
10 7%
7% 2%
2%
18 - 24 0 2513 - 34 - 44 - 54 - 64 - 17 3518 - 24 4525 - 34 5535 - 44
INSTAGRAM GROUP DEMOGRAPHICS FOLLOWERS
6% 2%
5
1% 65 45+- 54
AGE325,000 50,000
GROUP DEMOGRAPHICS
31%
30
16%
15%
15
15
35
22%
20%
20
20 10
33%
25
25
15%
30
YOUTUBE MEDIAN AGE: 28 INSTAGRAM MEDIAN AGE: 27
0 55 - 64 13-17 65 + 18 - 24
AGE
FACEBOOK FOLLOWERS
40 35 30 25 20 15 10 5 0
33%
GROUP TOTALS
MXA
GROUP TOTALS
30
30%
GROUP TOTALS
35
33%
25 - 34
35%
GROUP TOTALS
OK MEDIAN AGE: 29
8%
ALL MOTO PRODUCTS
36%
34%
16% 10%
6%
15% 3%
6% 1%
25 -13-17 34 35 -1844- 24 45 -2554- 34 55 -3564- 44 6545 + - 54
22,000,000 AGE 230,000
GROUP DEMOGRAPHICS
GROUP DEMOGRAPHICS
YOUTUBE VEWS
2%
1%
55 - 64
65 +
INSTAGRAM FOLLOWERS
15
7%
10
25
25
17% 20 15 10
15%
18%
20 15
8%
10
30
OUP TOTALS
20
OUP TOTALS
25
OUP TOTALS
21%
OUP TOTALS
MXA’s Social Media sites reach a segment of younger enthusiasts With over 130,000 subscribers, MXA’s robust Video viewing our content. Our Facebook and Instagram postings will segment moreMEDIAN videos each year 31 than any other INSTAGRAM MEDIAN AGE: 32 INSTAGRAM MEDIAN AGE: 29 FACEBOOK MEDIAN AGE: 28 produces YOUTUBE AGE: OK MEDIAN AGE: 38 generate more than 30 Million impressions in 2020, and represent source. Racers and fans alike view the more than 130 35% 35% 30% 34% 29% 35 35 40 35 33% 36%views. great marketing opportunities30to showcase your products. videos30 we shoot and 35 edit. Over 22 Million 30 27% 22% 25 20 15 10
25% 28%
20% 12% 2020 / media.hi-torque.com / 11 9%
MOTOCROSS ACTION READER SURVEY READERS
Gender? MALE 97%
Household income? $93,000
Do you own a dirt/motocross bike? YES 97%
How many bikes do you own? Average 2.8
How often do you ride? ONCE PER WEEK OR MORE 58%
Do you race? YES 59%
MOTOCYCLE BRANDS CURRENTLY OWNED 1. 1. HONDA ............45% 2. 2. YAMAHA .........40%
WOW... WHERE DO I BEGIN? THIS IS MY GO-TO MAGAZINE. IT’S BEEN SO RELIABLE. THE BIKE REVIEWS HAVE NEVER LET ME DOWN. THIS IS BY FAR MY FIRST CHOICE WHEN I NEED TO MAKE A DECISION ABOUT WHAT TO BUY FROM BOOTS TO HELMETS TO BIKES AND BACK AGAIN! THANK YOU FOR SHARING YOUR EXPERIENCES ABOUT WHAT BREAKS AND HOW TO FIX IT. SAVED ME TONS OF AGGRAVATION AND MONEY OVER THE YEARS. THANK YOU MXA.” BENTLET S. , FACEBOOK REVIEW, MOTOCROSS ACTION READER 12 / 2020 / media.hi-torque.com
3. 3. KTM ................37% 4. 4. KAWASAKI ......22%
5. 5. SUZUKI ...........20% 6. 6. HUSQVARNA .....9%
7. 7. BETA .................2% 8. 8. GASGAS ............2%
MAIN INFLUENCES
MOTORCYCLE BUYING PLANS
MOST TRUSTED SOURCE FOR INFORMATION ON ALL PURCHASES? MXA 77%
BRANDS CONSIDERING
PURCHASING MOTORCYCLES
Probably buying in next 12 months? YES 70%
1. 2. 3. 4. 5. 6. 7. 8.
KTM ............................ 48% YAMAHA ..................... 31% HONDA ........................ 29% HUSQVARNA .............. 20% KAWASAKI .................. 16% SUZUKI ......................... 7% BETA ............................. 5% GASGAS ........................ 3%
ENGINE TYPE
1. FOUR STROKE ............. 44% 2. TWO STROKE............... 40% 3. NOT SURE ................... 16%
TYPE 1. 2. 3. 4.
MOTOCROSS ............... 70% ENDURO/OFF ROAD ..... 20% DUAL SPORT ............... 10% ADVENTURE .................. 2%
1. MOTOCROSS ACTION MAGAZINE 77% 2. PREVIOUS BRAND EXP. 45% 3. PRICE 31%
PURCHASING PARTS AND ACCESSORIES 1. 2. 3. 4.
MXA EDITORIAL 56% INTERNET WEBSITES 43% ADS IN MXA 31% FRIENDS 30%
PURCHASING RIDING GEAR 1. 2. 3. 4.
MXA EDITORIAL 58% ADS IN MXA 40% INTERNET WEBSITES 38% FRIENDS 34%
TOP THREE BRANDS OWNED BY CATEGORY EXHAUST PIPE
BRAKE PADS
GOGGLE
HANDLEBAR
OIL
GLOVES
SPROCKET
CHAIN LUBE
BOOTS
CHAIN
COOLANT
RIDING APPAREL
GRIPS
GRAPHICS
CHEST PROTECTOR
AIR FILTER
REEDS
NECK BRACE
1. FMF 54% 2. PRO CIRCUIT 25% 3. YOSHIMURA 8% 1. RENTHAL 55% 2. PRO TAPER 41% 3. TUSK 3% 1. RENTHAL 41% 2. SUNSTAR 14% 3. PRO TAPER 10% 1. D.I.D. 54% 2. RENTHAL 19% 3. PRIMRK 11% 1. PRO TAPER 25% 2. RENTHAL 24% 3. ODI 19% 1. TWIN AIR 64% 2. UNI FILTER 16% 3. K&N 11%
TIRE
1. DUNLOP 66% 2. BRIDGESTONE 20% 3. MICHELIN 17%
1. EBC 36% 2. BREMBO 7% 3. GALFER 7% 1. MAXIMA 32% 2. YAMALUBE 21% 3. MOTOREX 20% 1. MAXIMA 32% 2. BEL RAY 27% 3. PJ1 12% 1. ENGINE ICE 32% 2. MAXIMA 14% 3. HONDALINE 9% 1. DECAL WORKS 22% 2. FACTORY EFFEX 21% 3. N-STYLE 8% 1. BOYESEN 40% 2. MOTO TASSINARI 24%
1. SCOTT 42% 2. 100% 34% 3. OAKLEY 30% 1. FOX 53% 2. THOR 24% 3. FLY 23% 1. ALPINESTARS 51% 2. FOX 24% 3. GAERNE 18% 1. FOX 45% 2. THOR 34% 3. FLY 26%
1. FOX 32% 2. LEATT 16% 3. THOR 11%
PISTON
1. LEATT 19% 2. ALPINESTARS 5% 3. EVS 4%
HELMET
1. EVS 11% 2. LEATT 10% 3. CTI 8%
1. WISECO 34% 2. VERTEX 16% 3. PRO-X 6%
KNEE BRACE
1. BELL 30% 2. FOX 25% 3. FLY 23%
ISSUANCE AND CLOSING DATES COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Jan-20............................10/17/19.............................. 10/24/19...................... 12/12/19 Feb-20.............................11/14/19.............................. 11/21/19........................ 1/16/20 Mar-20............................12/18/19.............................. 12/26/19........................ 2/13/20 Apr-20...............................1/16/20................................ 1/23/20........................ 3/12/20 May-20..............................2/19/20................................ 2/26/20........................ 4/16/20 Jun-20..............................3/17/20................................ 3/24/20........................ 5/14/20 Jul-20...............................4/14/20................................ 4/21/20........................ 6/11/20 Aug-20..............................5/12/20................................ 5/19/20.......................... 7/9/20
COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Sep-20..............................6/16/20................................ 6/23/20........................ 8/13/20 Oct-20...............................7/14/20................................ 7/21/20........................ 9/10/20 Nov-20..............................8/11/20................................ 8/18/20........................ 10/8/20 Dec-20..............................9/16/20................................ 9/23/20...................... 11/12/20 Jan-21............................10/15/20.............................. 10/22/20...................... 12/10/20 Feb-21.............................11/12/20.............................. 11/19/20........................ 1/14/21 Mar-21............................12/16/20.............................. 12/23/20........................ 2/11/21
2020 / media.hi-torque.com / 13
MOTOCROSS ACTION 2020 SURVEY BIKE PROFILE How often do you buy mxa magazine? 1-4 issues ............................. 13% 5-8 issues ............................... 8% 9-12 issues ............................. 8% Subscription .......................... 58% Website Only.......................... 13%
How long have you been reading MXA?
Less than 1 year ...................... 7% 1-2 years ................................. 9% 2-3 years ................................. 6% 3-4 years ................................. 5% 4-9 years ................................. 8% 10+ years .............................. 65%
How many people besides yourself look through your copy of motocross action?
1............................................ 20% 2............................................ 16% 3............................................ 18% 4.............................................. 9% 5+ ......................................... 10% None...................................... 27%
Do you own a dirt/ motocross bike?
Yes ........................................ 97% No ........................................... 3%
How many bikes do you own?
1............................................ 28% 2............................................ 26% 3............................................ 17% 4+ ......................................... 29%
What brand(s) do you own?
Aprilia ...................................... 1% BMW ....................................... 4% Beta......................................... 2% Christini ................................... 1% Cobra....................................... 1% Gas Gas ................................... 2% Honda .................................... 45% Husqvarna ............................... 9% Kawasaki ............................... 22% KTM....................................... 37% Sherco ..................................... 1% SSR ......................................... 1% Suzuki ................................... 20% SWM........................................ 1% TM ........................................... 1% Yamaha ................................. 40% Other ..................................... 12% 14 / 2020 / media.hi-torque.com
What sizes are they? 50cc ...................................... 12% 65cc ........................................ 3% 85cc ...................................... 11% 125cc .................................... 28% 150cc ...................................... 5% 250cc .................................... 60% 300cc .................................... 12% 350cc ...................................... 6% 450cc .................................... 30% 500cc .................................... 13% other...................................... 28%
What year is your newest bike?
2019...................................... 10% 2018...................................... 15% 2017...................................... 11% 2016........................................ 9% 2015........................................ 4% 2014........................................ 4% 2013........................................ 6% 2012 or earlier ....................... 40%
What type of engine?
2-stroke................................. 46% 4-stroke................................. 54%
What types of bikes do you own?
Motocross.............................. 77% Enduro ................................... 32% Dual Sport ............................. 18% Supermoto ............................... 4% Adventure ................................ 6% Trials ....................................... 4% Pit Bike .................................. 13% Electric .................................... 1% Other ..................................... 16%
Which of these factors influenced you most when you bought your motorcycle?
MXA mag tests ...................... 55% MXA website ......................... 16% MXA social media .................... 6% Showroom avail ....................... 8% Price ...................................... 31% Social media ............................ 6% Local dealer ........................... 16% Factory contingency ................ 2% Factory race results ............... 11% Previous exp. ......................... 45% Friend's recommend .............. 20% Another website review ........... 6% Parent's recommend................ 7%
Do you plan to buy a new bike in the next 12 months? Yes ........................................ 25% Probably ................................ 13% Maybe ................................... 32% No ......................................... 30%
What brands are you considering?
Alta .......................................... 1% Aprilia ...................................... 0% BMW ....................................... 1% Beta......................................... 5% Christini ................................... 1% Cobra....................................... 1% Gas Gas ................................... 3% Honda .................................... 29% Husqvarna ............................. 20% Kawasaki ............................... 16% KTM....................................... 48% Sherco ..................................... 2% SSR ......................................... 1% Suzuki ..................................... 7% SWM........................................ 1% TM ........................................... 2% Yamaha ................................. 31% Zero ......................................... 1% Other ....................................... 1% Don’t know yet ........................ 5%
What size will it be?
50cc ........................................ 1% 65cc ........................................ 1% 85cc ........................................ 4% 125cc ...................................... 8% 150cc ...................................... 3% 250cc .................................... 27% 300cc ...................................... 9% 350cc ...................................... 8% 450cc .................................... 26% 500cc ...................................... 2% Other ....................................... 4% Not sure................................. 11%
What year will it be?
New ....................................... 55% Used ...................................... 26% Not sure................................. 19%
What type of engine?
2-stroke................................. 40% 4-stroke................................. 44% Not sure................................. 16%
What type of bike will it be?
Motocross.............................. 70% Enduro/Off Road .................... 20% Dual Sport ............................. 10% Adventure ................................ 2% Trails ....................................... 2% Pit BIke .................................... 1% Electric .................................... 1% Other ....................................... 2%
Do you influence your friend's on what bikes or products they shoud buy? Yes ........................................ 83% No ......................................... 17%
When you're looking to buy, what source do you trust the most? Edit and test in MXA............... 77% Manufacturers website .......... 11% Manufacturers social media ..... 2% YouTube videos ........................ 8% Facebook or Google ................. 2% Internet influencers .................. 2% Twitter ..................................... 0% Pro rider endorse ..................... 6% Another mag or website ........... 9%
PARTS & ACCESSORIES What are your sources of information for purchasing parts & accessories?
Editorial in MXA ..................... 56% Ads in MXA ............................ 31% At races ................................. 20% Bike shop .............................. 28% Catalogs ................................ 15% Friends .................................. 30% Other magazines...................... 8% Internet .................................. 43% Other ..................................... 21%
Where do you purchase the majority of replacement parts, hop-up parts and accessories?
Ads in MXA ............................ 25% MXA social media .................... 8% Bike shop .............................. 63% Online/consumer ................... 39% Off road/moto mail order........ 46% Amazon ................................. 30% Instagram ................................ 1% Facebook ................................. 1% Other ..................................... 10%
Have you ever purchased products from ads in motocross action?
Yes ........................................ 90% No ......................................... 10%
How much do you spend on replacement parts, hop-up parts and accessories for your bike each month?
$500+ ..................................... 8% $400-$499 .............................. 3% $300-$399 .............................. 6% $200-$299 ............................ 17% $100-$199 ............................ 33% Less than $100...................... 33%
What brand(s) of exhaust pipes do you have on your bikes?.........................................
Akrapovic................................. 5% Arrow....................................... 1% Big Gun.................................... 1% Bill's Pipes................................ 3% Bud Racing............................... 1% DEP.......................................... 1% DG............................................ 3% Dubach..................................... 1% FMF........................................ 54% HFM......................................... 1% Leo Vince.................................. 1% Pro Circuit............................... 25% Rocket...................................... 1% Scalvini..................................... 1% SuperTrapp............................... 1% Two Brothers............................ 2% Yoshimura................................. 8% Other........................................ 8% Stock/OEM.............................. 37%
What brand(s) of handlebars do you have on your bikes? Applied Racing.......................... 1% Azonic...................................... 1% DG............................................ 1% Fasst/Flexx............................... 3% Fly............................................ 2% Moose...................................... 2% MSR......................................... 1% ODI........................................... 1% O'Neal...................................... 1% Pro Taper................................ 41% Renthal................................... 55% Tag........................................... 3% Torc 1....................................... 1% Tusk......................................... 3% Twisted Engineering ................. 1% Vortex....................................... 1% Other...................................... 10% Stock/OEM.............................. 35%
What brand(s) of sprockets do you have on your bikes?
Dirt Tricks................................. 4% Flo............................................ 1% Ironman.................................... 3% JT............................................. 4% Magnum................................... 1% Moose...................................... 3% MSR......................................... 1% PBI........................................... 1% PMP.......................................... 1% Primary Drive............................ 8% Pro Taper................................ 10% Renthal................................... 41% Sprocket Specialists................. 3% Sunstar................................... 14% Supersprox............................... 8% Tag........................................... 2% Talon........................................ 2% Vortex....................................... 3% Other........................................ 8% Stock/OEM.............................. 36%
What brand(s) of chains do you have on your bikes? D.I.D....................................... 54% EK............................................ 7% Flo............................................ 1% JT............................................. 1% KMC......................................... 1% Moose...................................... 1% Primary Drive............................ 7% Regina...................................... 7% Renthal................................... 19% RK.......................................... 11% Tsubaki.................................... 1% Sunstar..................................... 6% Other........................................ 5% Stock/OEM.............................. 26%
What brand(s) of grips do you have on your bikes?
A'ME......................................... 2% Azonic...................................... 1% Boyesen................................... 1% EKS Brand................................ 1% Emig......................................... 7% Moose...................................... 3% ODI......................................... 19% O'Neal...................................... 3% Oury......................................... 7% Pro-Grip.................................... 6% ProTaper................................. 25% Renthal................................... 24% Scott......................................... 9% Sunline..................................... 1% Smith........................................ 1% Tag........................................... 1% Torc1........................................ 1% Other........................................ 6% Stock/OEM.............................. 25%
What brands of air filters do you have on your bikes?
Acerbis..................................... 1% DTI........................................... 3% FunnelWeb............................... 2% K&N........................................ 11% Maxima.................................... 4% No-Toil...................................... 9% PC............................................ 1% Pro Taper.................................. 1% Twin Air.................................. 64% Uni Filter................................. 16% Other........................................ 7% Stock/OEM.............................. 28%
What brand of replacement tires do you buy most often? Bridgestone............................ 20% CST.......................................... 1% Dunlop.................................... 66%
Duro......................................... 1% Full Bore................................... 1% Hi-Point.................................... 1% Hoosier..................................... 1% IRC........................................... 3% Goldentyre................................ 3% Kenda....................................... 9% Maxxis.................................... 15% Metzeler................................... 4% Michelin.................................. 17% Mitas........................................ 1% Pirelli...................................... 14% Sedona..................................... 1% STI............................................ 1% Trelleborg................................. 1% Stock/OEM................................ 6% Other........................................ 7%
How many tires do you purchase a year?
20+.......................................... 1% 15-20....................................... 2% 10-14....................................... 7% 5-9......................................... 16% Less than 5............................. 74%
What brand(s) of brake pads do you have on your bikes? AP Racing................................. 1% Braking..................................... 6% Brembo.................................... 7% DP/Dunlop................................ 5% EBC........................................ 36% Ferodo...................................... 1% Galfer....................................... 7% Magnum................................... 1% Moose...................................... 2% Moto-Master............................. 2% MSR......................................... 1% Pro Taper.................................. 1% Renthal..................................... 3% SBS.......................................... 1% Tusk......................................... 6% Vesrah...................................... 1% Other........................................ 4% Stock/OEM.............................. 46%
What brand(s) of oil do you use?
Amsoil.................................... 15% Bel-Ray.................................. 19% Castrol...................................... 5% Hondaline............................... 10% Kawasaki.................................. 6% Klotz......................................... 2% Lucas....................................... 6% Maxima.................................. 32% Mobil 1..................................... 6% Motorex.................................. 20% Motul...................................... 14%
Pennzoil.................................... 1% PJI............................................ 2% Redline..................................... 3% Repsol...................................... 1% Silkolene................................... 2% Spectro..................................... 6% Suzuki CCI................................ 2% Torco........................................ 1% Valvoline................................... 5% Yamalube................................ 21% Other...................................... 12%
What brand of chain lube do you use? Bel-Ray.................................. 27% Hondaline................................. 7% Lucas....................................... 7% Maxima.................................. 32% Moose...................................... 1% Motorex.................................... 9% Motul........................................ 6% No-Toil...................................... 1% PJI.......................................... 12% Renthal..................................... 1% Repsol...................................... 1% Silkolene................................... 3% Spectro..................................... 1% Sunstar..................................... 1% Torco........................................ 1% Yamalube.................................. 8% Other...................................... 20%
What brand(s) of coolant do you use?
Amsoil...................................... 4% Bel-Ray.................................... 5% Castrol...................................... 3% Engine Ice............................... 32% Evans....................................... 5% Hondaline................................. 9% Kawasaki.................................. 3% Lucas Oil.................................. 2% Maxima.................................. 14% Mobil 1..................................... 2% Motorex.................................... 4% Motul........................................ 3% Mystik...................................... 1% Pennzoil.................................... 3% PJ1........................................... 1% Quaker State............................ 1% Repsol...................................... 1% Rock Oil.................................... 1% Silkolene................................... 1% Spectro..................................... 1% Torco........................................ 1% Twin Air.................................... 1% Valvoline................................... 3% Yamalube.................................. 4% Other...................................... 20% 2020 / media.hi-torque.com / 15
MOTOCROSS ACTION 2020 SURVEY What brand of numbers and/ or custom graphics have you purchased? Attack ...................................... 7% D'COR...................................... 1% De-Cal Works......................... 22% Dirt Design .............................. 1% Dirt Digits ................................ 3% Factory Effex.......................... 21% Flu Designs.............................. 1% FMF ......................................... 5% HBD ......................................... 1% MotoPro Graphics .................... 1% N-Style .................................... 8% One Industries ......................... 3% Powersports Grafx ................... 1% Primal ...................................... 0% Pro Circuit................................ 4% Pro's Choice ............................ 1% Red Label ................................ 1% Throttle Jockey ........................ 3% Other ..................................... 24% Stock/OEM............................. 26% None...................................... 14%
Reeds purchased? Boyesen ................................ 40% Moto Tassinari ....................... 24% Other ....................................... 7% Stock/OEM............................. 35%
Piston purchased? Cosworth ................................. 1% CP ........................................... 1% JE ............................................ 1% LAPC ....................................... 0% Namura ................................... 1% Pro-X ....................................... 6% Vertex .................................... 16% Wiseco................................... 34% Wossner .................................. 1% Stock/OEM............................. 37% Other ....................................... 4%
What type of handguards do you use? Full-wrap enduro ................... 22% MX Shields ............................ 32% None...................................... 46%
Have you had your suspension modified in any way? Yes ........................................ 54% No ......................................... 46% 16 / 2020 / media.hi-torque.com
Have you modified your engine in any way? Yes ........................................ 41% No ......................................... 59%
What off-road products have you purchased? Auto clutch ............................ 10% Bigger tank ............................ 16% Drink systems........................ 20% Flywheels weights ................. 12% Frame protectors ................... 29% GPS ......................................... 6% Handguards ........................... 43% Inflation products ..................... 9% Lighting systems ................... 13% Pipe protectors ...................... 19% Radiator guards ..................... 38% Radiator hose kit.................... 14% Skid plate .............................. 53% Spark arrestor........................ 24% Steering dampers .................... 9% Tool carriers/fanny pack......... 17% Wheels .................................. 24%
RIDING GEAR Where do you purchase the majority of your riding gear? Editorial in MXA ..................... 58% Ads in MXA ............................ 40% Races .................................... 22% Other mags............................ 16% Moto dealer ........................... 24% Friends .................................. 34% Internet sites.......................... 38% Amazon ................................... 6% Instagram ................................ 5% Facebook ................................. 4%
Where do you purchase your riding gear? Ads in MXA ............................ 11% MXA social media .................... 6% Bike shop .............................. 55% Online/consumer ................... 41% Off road/moto co.................... 38% Amazon ................................. 11% Instagram ................................ 1% Facebook ................................. 1% Other ..................................... 11%
Have you ever purchased products from ads in motocross action? Yes ........................................ 56% No ......................................... 44%
How much do you spend on riding gear and apparel during the year? $1500+ ................................... 3% $1000-$1499 .......................... 4% $800-$999 .............................. 6% $600-$799 .............................. 8% $400-$599 ............................ 16% $250-$399 ............................ 26% $100-$249 ............................ 23% Less than $100...................... 14%
What brand(s) of helmet do you own?
Oakley ................................... 30% Pro Grip ................................... 1% Scott ...................................... 42% Smith..................................... 15% Spy ........................................ 10% Thor......................................... 4% Utopia ...................................... 1% Viral ......................................... 1% Von Zipper ............................... 1% Other ....................................... 5%
What brand(s) of gloves do you own?
What brand(s) of goggles do you own?
100% .................................... 12% Acerbis .................................... 3% Alias ........................................ 1% Alpinestars ............................ 20% Answer .................................... 9% AXO ......................................... 4% Azonic ..................................... 1% Deft Family .............................. 1% EVS.......................................... 1% Fasthouse ................................ 2% Five ......................................... 1% Fly ......................................... 23% Fox ........................................ 53% FXR.......................................... 1% Husqvarna ............................... 1% JT Racing ................................ 3% Leatt ........................................ 2% Mechanix Wear ...................... 11% Moose ..................................... 3% MSR ........................................ 8% No Fear .................................... 2% Ocelot ...................................... 1% One Industries ......................... 1% O'Neal ................................... 12% Pro Grip ................................... 1% Risk ......................................... 1% Scott ........................................ 2% Shift......................................... 7% Strike....................................... 1% Thor....................................... 24% Troy Lee................................. 10% Other ..................................... 10%
100% .................................... 34% 509.......................................... 1% Answer .................................... 2% ARC ......................................... 1% Arnette .................................... 1% Blur ......................................... 1% Dragon .................................... 3% EKS Brand ............................... 4% Fox ........................................ 19% Ican ......................................... 1% Liquid Image ............................ 1% Moose ..................................... 1%
Acerbis .................................... 1% Alpinestars ............................ 51% Answer .................................... 1% AXO ......................................... 1% Fly ........................................... 4% Forma ...................................... 2% Fox ........................................ 24% Gaerne................................... 18% Hi-Point ................................... 5% Moose ..................................... 1%
6D ........................................... 4% AGV ......................................... 3% Alpinestars .............................. 2% Answer .................................... 4% Arai........................................ 12% Airoh........................................ 3% Bell ........................................ 30% EVS.......................................... 1% Fly ......................................... 23% Fox ........................................ 25% HJC ....................................... 13% Just 1 ...................................... 1% Kali .......................................... 1% Klim ......................................... 1% Leatt ........................................ 2% LS2.......................................... 2% MSR ........................................ 3% Ocelot ...................................... 1% O'Neal ..................................... 8% Scorpion .................................. 2% Shoei ..................................... 17% Suomy ..................................... 3% Thor......................................... 9% Troy Lee................................. 14% UFO ......................................... 1% Vemar ...................................... 1% ZIR........................................... 1% Zox .......................................... 1% Other ..................................... 10%
What brand(s) of boots do you own?
MSR......................................... 2% O'Neal...................................... 9% Sidi......................................... 10% TCX.......................................... 1% Thor.......................................... 8% UFO.......................................... 1% Other........................................ 6%
Thor........................................ 11% Troy Lee.................................... 2% UFO.......................................... 1% Other........................................ 5% None....................................... 21%
What brand(s) of riding apparel do you own?
Alpinestars............................... 5% Atlas......................................... 3% EVS........................................... 4% Fly............................................ 1% Leatt....................................... 19% Other........................................ 1% None....................................... 67%
Acerbis..................................... 5% Alias......................................... 2% Alpinestars............................. 13% Answer................................... 18% AXO.......................................... 2% Azonic...................................... 1% Fasthouse................................. 3% Fly.......................................... 26% Fox......................................... 45% FXR.......................................... 2% Husqvarna................................ 2% JT Racing................................. 3% Klim.......................................... 6% Moose...................................... 8% MSR....................................... 14% Ocelot....................................... 1% One Industries.......................... 2% O'Neal.................................... 17% Pro Grip.................................... 1% Risk.......................................... 1% Scott......................................... 5% Seven....................................... 2% Shift....................................... 11% Strikt........................................ 1% Shot Mx.................................... 1% Thor........................................ 34% Troy Lee.................................. 20% Other...................................... 10%
What brand(s) of chest protector do you own? Acerbis..................................... 6% Alpinestars............................... 6% Answer..................................... 3% Atlas......................................... 1% AXO.......................................... 1% EVS......................................... 11% Fly............................................ 5% Fox......................................... 32% HRP.......................................... 3% Leatt....................................... 16% MSR......................................... 3% Moose...................................... 5% O'Neal...................................... 2% Shift......................................... 1%
What brand of neck brace do you own?
What brand(s) of knee brace do you own? Alpinestars............................... 4% Asterix.................................... 10% Atlas......................................... 1% CTI............................................ 8% EVS......................................... 11% Fly............................................ 2% Leatt......................................... 6% Mobius..................................... 4% POD MX.................................... 3% Troy Lee.................................... 1% Other...................................... 16% None....................................... 48%
What brand(s) of action camera do you own? 360 Fly..................................... 1% Drift.......................................... 1% Epic.......................................... 1% GoPro..................................... 37% JVC........................................... 1% Replay...................................... 1% Sony......................................... 1% Wasp........................................ 1% None....................................... 45% None but plan to..................... 16%
PROFILE Gender Male....................................... 97% Female..................................... 3%
Age 12............................................ 1% 13-17..................................... 10% 18-24....................................... 9% 25-34..................................... 13% 35-44..................................... 13% 45-54..................................... 24% 55+........................................ 30%
What is your total yearly household income?
Does anyone else in your household race?
200+........................................ 7% 150-200................................... 8% 120-149................................. 14% 90-119................................... 22% 70-89..................................... 13% 50-69..................................... 15% 30-49..................................... 12% Under 30.................................. 9%
Yes......................................... 53% No.......................................... 47%
If you are over 18, what is your level of education? High school grad..................... 23% Some college.......................... 26% College grad........................... 22% Grad degree.............................. 8% Tech school............................ 16% Other........................................ 5%
How often do you ride? 3 or more/week...................... 22% 2 times/week.......................... 17% Once a week........................... 19% 2-3 times/month..................... 27% Once a month or less.............. 15%
How much of the maintenance/repairs/hopups on your motorcycle is done by you?
Do you compete in sanctioned motorcycle races?
100%..................................... 33% 75-99%.................................. 38% 50-74%.................................. 17% 25-49%.................................... 9% Less than 25%......................... 3%
Yes......................................... 59% No.......................................... 41%
Do you plan to buy a new truck in the next 18 months?
If yes, what class? Mini.......................................... 2% 85cc......................................... 4% 125cc....................................... 9% 250cc..................................... 33% 450cc..................................... 14% 25+.......................................... 4% 30+........................................ 17% 40+........................................ 14% 50+........................................ 46% Pro........................................... 3%
What type of racing do you compete in? Arenacross............................... 5% Cross country......................... 20% Desert.................................... 12% Enduro.................................... 27% Motocross............................... 76% Supercross............................... 5% Supermoto................................ 2% Trials........................................ 2% Other...................................... 14%
How often do you compete per year? 50+ times................................. 2% 40-50 times.............................. 1% 30-40 times.............................. 5% 20-30 times.............................. 9% 10-20 times............................ 27% Less than 10........................... 56%
Yes......................................... 24% No.......................................... 76%
What other vehicles do you own? Dual sport............................... 23% Mountain bike......................... 61% Road bicycle........................... 25% Electric bike.............................. 3% ATV......................................... 30% UTV.......................................... 9% Adventure moto........................ 8%
Do you plan to purchase any of the following? ATV........................................... 7% UTV.......................................... 7% Mountain bicycle..................... 13% Road bicycle............................. 3% Electric bike............................ 10% None....................................... 69%
Which of MXA's other media do you regularly read/folow? Website.................................. 62% Facebook................................ 27% Instagram............................... 23% YouTube.................................. 28% Twitter...................................... 3% Email updates......................... 16% 2020 / media.hi-torque.com / 17
MOUNTAIN BIKE ACTION IS THE LEADING MAGAZINE AND MEDIA BRAND FOR MOUNTAIN BIKE ENTHUSIASTS. PRINT MEDIAN AGE: 46
7%
6%
35 13--44 17
19%
20
20
15
15 5
GROUP PRINT WEBSITE COPIES AGE DEMOGRAP AGE VISITS 18,000,00058,000 GROUP DEMOGRAPHICS
GROUP DEMOGRAPHICS
25
24%
30%
20
20
983 C 02 CC
4%
3%
25 - 34 0
18 - 24
4%
35 13--44 17
1845- -2454
25
8%
10
4%
25 -5534- 64 35 - 4465 + 45 - 54
10
4%
5
5
0 0 55 - 6413-1765 + 18 - 24
GROUP WEBSITE GROUP AGE DEMOGRAPHICSAGE 3,500,000 DEMOGRAPHICS VISITS COPIES AGE DEMOGRAP 59,000 PRINT
GROUP IBIS RIPLEY
AUGUST 2019
BEST S RIPLEY YET, BELIEVE IT OR NOT
RIDING THE WILD WEST
VIATHON M.1
ALL-NEW BRAND WITH GREAT VALUE
BIG AIR, STYLISH TRICKS & GREAT REWARDS
SPECIALIZED EPIC EVO REVOLUTION
INSTAGR
WEBSITE MEDIAN AGE: ??
30 25
29%
ROCKY MOUNTAIN INSTINCT
20
TOUGH AS NAILS AND IT SAILS
15 10
24%
MOTO
30 25 20
13%
15 10
5%
0 Attn retailer: Please display until August 8
18 - 24
AGE
mbaction.com
3% 25 - 34
35 - 44
GROUP DEMOGRAPHICS
$5.99
5
34%
35
25%
GROUP TOTALS
SOAR HIGHER, SHRED HARDER
45 - 54
55 - 64
34,000,000
6%
5 0
65 +
WEBSITE VISITS
13-17
18 - 24
AGE
GROUP DEMOGRAP
INSTAGR
PRINTAGE: MEDIAN WEBSITE MEDIAN 37 AGE: 48 35
30
30
25
25
21%
20
15%
20
17% 15
15
29" vs. 27.5" —THE BATTLE BEST COMBINATION? B
5
30
30 20
14%
10
10 WHEEL-SIZE
35
18% 25
17%
15
15
25%
24%
25%
GROUP TOTALS
25
INSTAGR GROUP TOTALS
30
0
5
0 0 55 - 6413-1765 + 18 - 24
PRINTAGE: MEDIAN WEBSITE MEDIAN 42 AGE: 46
5
10
7% 6%
10
25 -5534- 64 35 - 4465 + 45 - 54
30
25
25
13% 12%
1845- -2454
35%
22%
30
3%
25 - 34 0
18 - 24
AGE
24%
INSTAGR
35
35%
26%
30%
MOUNTAIN BIKE 17%
20
35
25
30
27%
25
20
18%
14% 20
15
15
15
30
GROUP TOTALS
20
GROUP TOTALS
GROUP TOTALS 0
MXA
5
GROUP TOTALS
25
6%
5
GROUP TOTALS
GROUP TOTALS
30
10
10
GROUP TOTALS
GROUP TOTALS GROUP TOTALS
GROUP TOTALS
15
• AUGUST 2019 • www.mbaction.com • WHEEL-SIZE BATTLE
35
24%
15
20
AGE DEMOGRAPHICS 204,000 COPIES
MOUNTAIN PRINT MEDIAN AGE: 44 BIKE 32% 27% ACTION
20
25
MOUNTAIN BIKE ACTION
MBA MORE THAN For 35 years, MBA 14% 15 13% has been the go-to 10%for 10% ANY OTHER SOURCE 10 when it comes to 4% serious riders to5 see 0 13 - 17 18 - 24getting 25 - 34 35 -accurate 44 45 - 54 55 -info 64 65 + the products they’re GROUP PRINT COPIES 60,000 to make a decision on interested in and AGE get DEMOGRAPHICS purchasing new bikes unbiased tests and PRINT MEDIAN AGE: 43 equipment. information in order to and 30 26% With the make their purchasing 25% of 24%reach 25 20 MBA going across ALL decisions. Riders 15% 15 platforms—print and7% know that we actually 10 5 2% digital magazines, ride and race what 1% 0 13 - 17 18 - 24 - 34 35 - 44 45 - 54 55 - 64 65 + website, solid we report on, and GROUP a 25full PRINT social31,000 media COPIES sites, a the level of trust AGE theyDEMOGRAPHICS rapidly-growing video have in our content PRINT MEDIAN AGE: ?? is channel--there is unmatched by any 24% MOTO 22% no other source that other source. 2520 19% 15%give you the full can Talk about being15 an 10 demographic exposure “influencer”! Over 6% 6% 6% 5 that MOUNAIN BIKE 65% of our readers 0 13 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + ACTION can. say that they TRUST GROUP PRINT 20
24%
25
31%
30
GROUP TOTALS
35
GROUP TOTALS
24%
25
PRINTAGE: MEDIAN WEBSITE MEDIAN 40 AGE: 46
25%
15
READER AGE AGE 71,000 AGE 5,000,000 49,000 AGE GROUPS, AGE BY THE MBA’s Print and digital magazine is distributed worldwide, MBA’s Website content will be viewed by over 2.0 over 71,000 per issue. Our readers are serious off-road Million MEDIAN unique individuals in 2020, and generate INSTAGR WEBSITE AGE: 49 PRINT MEDIAN AGE: 57 NUMBERS enthusiasts at the high end of the demo, spending more than 14 Million Ad Impression opportunities 5 0
4%
13 - 17
7%
18 - 24
12%
3%
25 - 34
35 - 44
GROUP DEMOGRAPHICS
30
OUP TOTALS
25 15
45 - 54
55 - 64
65 +
5 0
PRINT COPIES
ELECTRIC BIKE ACTION FACEBOOK
12%
3%
18 - 24
5
25 - 34 0
30 20 15 10
10
9%
2%
35 13--44 17
3%
1845- -2454
5
2%
25 -5534- 64 35 - 4465 + 45 - 54
GROUP WEBSITE DEMOGRAPHICS VISITS
GROUP DEMOGRAPHICS
28% 27% thousands a year on their bikes, 25%accessories and gear. 25
20
14 / 2020 / media.hi-torque.com10
10
10
OUP TOTALS
10
3%
7%
10
5 0 0 55 - 6413-1765 + 18 - 24
PRINT COPIES
GROUP DEMOGRAP
28% on mobile, desktop/laptop and tablet versions. 30 35
21% ELECTRIC BIKE ACTION 22%
OUP TOTALS
15
25
16%
20
10%
15 10
7%
2%
1%
55 - 64
65 +
VEWS AGE DEMOGRAPHICS DEMOGRAPHICS 230,000 FOLLOWERS DEMOGRAPHICS 50,000 FOLLOWERS FOLLOWERS AGE DEMOGRAPHICSAGE 40,000,000 AGE22,000,000
FOLLOWERS 325,000 INSTAGRAM
RAM MEDIAN AGE: 32 GROUP TOTALS
25 20
15%
15 10
PHICS
35 - 44
45 - 54
55 - 64
65 +
5 0
FOLLOWERS 25,000 INSTAGRAM
1% 13 - 17
34%
35
33%
GROUP TOTALS
GROUP TOTALS
2%
1%
55 - 64
65 +
5 0
3%
13 - 17
18 - 24
35
30 25%
GROUP TOTALS
65 +
0
20
65,000
55 - 64
1%
5
1% 13 - 17
18 - 24
31% 19%
1%
5%
35%
18%
20
12%
15 10
2% 1%
13-17 65 +
5
18 - 24 0
3%
1%
25 13 -- 34 17
GROUP DEMOGRAPHICS
35 18 -- 44 24
45 25 -- 54 34
GROUP DEMOGRAPHICS
55 35 -- 64 44
8%
3%
1%
65-+54 45
YOUTUBE VEWS
55 - 64
1% 65 +
FACEBOOK FOLLOWERS
THEIR BIKES FROM BIKE SHOPS 61%BUY CITE MBA AS THEIR #1 MOST85% TRUSTED INFLUENCER WHEN 33%
29%
18%
10%
6%
4%
1%
65 + PURCHASING NEW BIKES GROUP YOUTUBE
13-17
18 - 24
25 - 34
270,000 35,000 AGE
OUP TOTALS
19%
GROUP FACEBOOK DEMOGRAPHICSFOLLOWERS
15
6%
10
8%
ELECTRIC 15% BIKE ACTION
30
30
25
25
20
35 - 44
30%
45 - 54
33% 24% 19%
20
14%15
15
5%5
55 - 64
26% 19%
20%
10
1% 2%
0 55 - 64
13-17 65 +
INSTAGRAM FOLLOWERS
AGE
0 25 - 13-17 34 35 -18 44- 24 45 -25 54- 34 55 -35 64- 44 65 45 + - 54
GROUP DEMOGRAPHICS
20
20% 10%
34%
25%
22%25
10
2%
5
18 - 24 0
1% 25 13 -- 34 17
35 18 -- 44 24
45 25 -- 54 34
7%
1%
1%
55 35 -- 64 44
65-+54 45
AGE1,300,000150,000
GROUP DEMOGRAPHICS
GROUP DEMOGRAPHICS
YOUTUBE VEWS
55 - 64
FACEBOOK FOLLOWERS
MBA’s Video segment caters to viewers on YouTube, IGTV, Facebook, Vimeo and 37 many other YOUTUBE MEDIAN AGE: viewing spots. New bike intros, ride and race tests, 35 shootouts, product31% tests, how-to videos and more. 30
than 15 Million impressions in302020, and represent nearly unlimited 27%direct response. marketing opportunities to showcase your products with 24% 25
25%
35%
30
AGE DEMOGRAPHICS 28,000,000 VEWS
12%
10
AGE
INSTAGRAM FOLLOWERS
30%
MBA’s Social Media sites reach a different market segment of younger
EBA
0
65 +
enthusiasts viewing followersMEDIAN will generate more RAM MEDIAN AGE: 39 our content. 350,000 FACEBOOK AGE: 42 31%
5
FACEBOOK FOLLOWERS
18%
15
10
5
28%
20
15
PHICS
45 - 54
21% 25
GROUP TOTALS
2%
18%
55 - 64
35 - 44
720,000
GROUP DEMOGRAPHICS
30
45 - 54
25 - 34
35
INSTAGRAM MEDIAN AGE: 38 YOUTUBE MEDIAN AGE:MEDIAN 37 FACEBOOK MEDIAN AGE: 36 FACEBOOK AGE: 38
30%
35 - 44
10
2%
25
25 - 34
15
9%
AGE
INSTAGRAM FOLLOWERS
3%
0 55 - 64
20
10
RAM MEDIAN AGE: 35 30%
5
25
17%
15
625,000
10
1%
30
20
16%
PHICS
15
35
25
45 - 54
20
QUICK FACTS OWN A MOUNTAIN 98%BIKE PLAN TO BUY A AGE 1,000,000 AGE 250,000 NEW MOUNTAIN 64% BIKE IN THE NEXT YEAR YOUTUBE MEDIAN AGE: ??
30
35 - 44
25
FACEBOOK MEDIAN AGE: ??
34%
25 - 34
30
GROUP FACEBOOK DEMOGRAPHICS FOLLOWERS AGE 45,000 INSTAGRAM DEMOGRAPHICS FOLLOWERS AGE GROUP 20,000
RAM MEDIAN AGE: ?
7%
35
GROUP TOTALS
25 - 34
1%
30% 40 29% 36% 35 30 28% 21% 25 20% 20 10% 15 7% 9% 10 5% 5 2% 0 18 - 24 25 - 13-17 34 35 -18 44- 24 45 -25 54- 34 55 -35 64- 44 65 45 + - 54
GROUP TOTALS
27%
GROUP TOTALS
30
3%
2% 65 +
INSTAGRAM MEDIAN AGE: 29 YOUTUBE MEDIAN AGE:MEDIAN 31 FACEBOOK AGE: 28 FACEBOOK MEDIAN AGE: 38
33%
GROUP TOTALS
45 - 54
OUP TOTALS
PHICS
35 - 44
GROUP TOTALS
25 - 34
GROUP TOTALS
7%
GROUP TOTALS
15%
40 35 30 25 20 15 10 5 0
GROUP TOTALS
33%
GROUP TOTALS
RAM MEDIAN AGE: 27
BOTH ROAD BIKE ACTION AND MOUNTAIN BIKE ACTION SPEAK WITH AUTHENTICITY AND CREDIBILITY TO A HIGHLY-QUALIFIED, ENTHUSIASTIC AUDIENCE. THESE ARE EXACTLY THE READERS THAT OUR BRAND WANTS TO COMMUNICATE WITH. THE INTEGRITY OF BOTH TITLES IS UNDISPUTED, AND IT’S PRECISELY THIS TYPE OF FACEBOOK MEDIAN AGE: 33 FACEBOOK MEDIAN AGE: MEDIAN 29 YOUTUBE MEDIAN AGE: 28 INSTAGRAM AGE: 27QUALITY INFORMATION THAT READERS 30% 35 33% 37% 40 36% CRAVE.31% WE3025 PARTNER WITH HI-TORQUE 34% 35 33% 30 30 25 BECAUSE THEY 20% DIRT BIKE ELEVATE OUR 22% BRAND, 20 25 16% 20 16% 20 15 15 ALONG WITH PROMOTING AND 15% 15% 15 10% 10 10 ENERGIZING 7% 10 8% THE ENTIRE SPORT” 6% 6% 6% 5 5 3% 5 3% 3% 2% 2% 1% 1% 1% MARKETING DIRECTOR, 0 ZACK VESTAL, 0 35 45 55 65-+54 55 - 64 13-17 65 + 18 - 24 0 25 13 - 17 18 - 24 25 - 13-17 34 35 -18 44- 24 45 -25 54- 34 55 -35 64- 44 65 45 + - 54 13 -- 34 17 18 -- 44 24 25 -- 54 34 35 -- 64 44 45 55 - 64 NINER BIKES GROUP YOUTUBE FACEBOOK GROUP INSTAGRAM GROUP GROUP FACEBOOK
25%
25 20 15
7%
10
7%
20% 2020 / media.hi-torque.com / 15 10%
6%
4% 65 +
MOUNTAIN BIKE ACTION SURVEY READERS
Gender? MALE 96%
Household income? $107,000
Do you own a mountain bike? YES 98%
How many bikes do you own? Average 2.5
How many hours per month do you ride? MORE THAN 35 HOURS
MOUNTAIN BIKE BRANDS CURRENTLY OWNED
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
SPECIALIZED .......... 23% TREK ...................... 23% GIANT ..................... 17% CANNODALE............ 10% SANTA CRUZ ........... 10% PIVOT ....................... 7% SCOTT ....................... 6% GT ............................. 4% KONA ........................ 4% NINER ....................... 4%
11. 12. 13. 14. 15. 16. 17. 18. 19.
SALSA ...................... 4% NORCO ...................... 3% YETI .......................... 3% ROCKY MTN .............. 3% DIAMONDBACK ......... 3% INTENSE ................... 3% SCHWINN .................. 2% IBIS .......................... 2% MARIN ...................... 2%
FRAME MATERIAL 1. ALUMINUM................55% 2. CARBON FIBER ..........38% 3. CHROMOLY/STEEL .......4% 4. TITANIUM ....................2% SUSPENSION TYPE 1. FULL ..........................59% 2. FRONT ONLY ..............36% 3. RIGID/NONE .................5%
Do you race? YES 35%
Do other family members ride? YES 63%
WHERE PURCHASED 1. BIKE SHOP.................61% 2. USED FROM SELLER..17% 3. ONLINE/CONSUMER ..14% 4. MAIL ORDER................3% 5. SPORTING GOODS/ DEPT STORE ................2%
READER MOUNTAIN BIKE BUYING PLANS Probably buying in next 12 months? YES 64%
BRAND(S) PLANNING TO BUY
1. 2. 3. 4. 5. 6. 7. 8. 9.
10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
PIVOT ..................... 41% TREK ...................... 26% SANTA CRUZ ........... 22% SPECIALIZED .......... 20% GIANT ..................... 19% YETI ........................ 18% CANYON .................. 16% CANNODALE............ 14% IBIS ........................ 14%
INTENSE ................. 13% YT ........................... 13% KONA ...................... 13% NINER ..................... 11% NORCO .................... 11% EVIL .......................... 9% TRANSITION .............. 9% ROCKY MTN .............. 9% DIAMONDBACK ......... 8% GT ............................. 7% MARIN ...................... 7%
21. 22. 23. 24. 25.
DEVINCI .................... 6% COMMENCAL ............ 6% NUKEPROOF.............. 5% SCOTT ....................... 5% FELT.......................... 5%
WHEEL SIZE 1. 2. 3. 4. 5.
29” ......................... 35% UNDECIDED ............. 23% 27.5” ...................... 17% 29”+ ...................... 15% 27.5”+ ..................... 7%
BIKE TYPE 1. 2. 3. 4. 5. 6. 7.
TRAIL...................... 55% ENDURO .................. 28% CROSS-COUNTRY .... 15% E-BIKE ...................... 6% PLUS SIZE ................. 4% GRAVEL .................... 4% FAT BIKE ................... 3%
MAIN INFLUENCES
MOST TRUSTED SOURCE FOR INFORMATION ON ALL PURCHASES? MBA 64%
PURCHASING MOUNTAIN BIKES 1. 2. 3.
MOUNTAIN BIKE ACTION MAGAZINE 85% INTERNET SITES 70% BIKE SHOPS 52%
16 / 2020 / media.hi-torque.com
PURCHASING PARTS AND UPGRADES 1. 2. 3. 4.
MBA EDITORIAL 65% INTERNET WEBSITES 59% BIKE SHOPS 56% FRIENDS 29%
PURCHASING RIDING GEAR AND APPAREL 1. 2. 3. 4.
INTERNET WEBSITES 52% MBA EDITORIAL AND ADS 50% BIKE SHOPS 46% FRIENDS 15%
PURCHASING BICYCLING ACCESSORIES 1. 2. 3. 4.
MBA EDITORIAL 50% INTERNET SITES 49% BIKE SHOPS 48% FRIENDS 21%
TOP FIVE BRANDS OWNED BY CATEGORY TIRES 1. MAXXIS 64% 2. SCHWALBE 26% 3. KENDA 21% 4. WTB 19% 5. SPECIALIZED 19% TIRE SEALANT 1. STANS’ NOTUBES 52% 2. ORANGE SEAL 19% 3. SLIME 7% 4. FINISH LINE 5% 5. TRUCKER CO 2% GRIPS 1. ODI 26% 2. ERGON 20% 3. LIZARD SKINS 16% 4. RACE FACE 9% 5. SPECIALIZED 9% HANDLEBARS 1. RACE FACE 28% 2. EASTON 18% 3. RENTHAL 12% 4. BONTRAGER 9% 5. ANSWER 7% STEM 1. RACE FACE 20% 2. THOMPSON 10% 3. EASTON 8% 4. BONTRAGER 8% 5. FSA 5% BRAKES 1. SHIMANO 52% 2. SRAM/AVID 25% 3. HAYES 7% 4. MAGURA 4% 5. TEKTRO/TRP 4%
HUBS 1. SHIMANO 16% 2. DT 15% 3. INDUSTRY NINE 7% 4. CHRIS KING 7% 5. HOPE 7% CRANKS 1. SHIMANO 29% 2. RACE FACE 20% 3. SRAM 19% 4. FSA 4% 5. TRUVATIV 4% PEDALS 1. SHIMANO 44% 2. CRANK BROS 20% 3. WELLGO 5% 4. TIME 4% 5. SPANK 3% WHEELS 1. MAVIC 12% 2. STANS NOTUBES 9% 3. DT 8% 4. BONTRAGER 7% 5. SHIMANO 6% FORKS 1. ROCKSHOX 35% 2. FOX 32% 3. MANITOU 7% 4. MARZOCCHI 5% 5. SUNTOUR 4% SEAT 1. WTB 36% 2. SPECIALIZED 13% 3. SELLE ITALIA 13% 4. BONTRAGER 9% 5. FIZIK 7%
SHIFTER 1. SHIMANO 48% 2. SRAM 34% 3. BOX COMPONENTS 1% SEATPOST 1. KS 13% 2. FOX SHOX 11% 3. THOMPSON 11% 4. ROCKSHOX 10% 5. RACE FACE 7% CHAIN 1. SHIMANO 48% 2. SRAM 41% 3. KMC 28% 4. WIPPERMAN 2% 5. ROHLOFF 1% HELMET 1. GIRO 28% 2. BELL 24% 3. SPECIALIZED 13% 4. TROY LEE 12% 5. FOX 12% GLOVES 1. FOX 35% 2. PEARL IZUMI 16% 3. GIRO 12% 4. SPECIALIZED 11% 5. TROY LEE 10% SHOES 1. FIVE TEN 26% 2. SHIMANO 25% 3. SIDI 13% 4. SPECIALIZED 11% 5. GIRO 8%
SHORTS 1. FOX 27% 2. PEARL IZUMI 21% 3. TROY LEE 9% 4. ENDURA 8% 5. DAKINE 7% SHORTS TYPE 1. BAGGY 76% 2. LYCRA SHORTS 21% 3. LYCRA BIB 17% JERSEY 1. FOX 30% 2. PEARL IZUMI 23% 3. TROY LEE 13% 4. PRIMAL WEAR 11% 5. SPECIALIZED 8% CYCLE COMPUTER/GPS 1. GARMIN 31% 2. CAT EYE 20% 3. SIGMA 4% 4. SPECIALIZED 3% 5. BONTRAGER 3% CYCLING LIGHTS 1. NITERIDER 22% 2. CAT EYE 12% 3. LEZYNE 7% 4. BONTRAGER 7% 5. CYGOLITE 6%
ISSUANCE AND CLOSING DATES COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Jan-20..............................10/3/19.............................. 10/10/19........................ 12/5/19 Feb-20...............................11/1/19................................ 11/8/19.......................... 1/9/20 Mar-20..............................12/6/19.............................. 12/13/19.......................... 2/6/20 2020 BG..........................12/17/19.............................. 12/26/19........................ 2/20/20 Apr-20.................................1/8/20................................ 1/15/20.......................... 3/5/20 May-20................................2/7/20................................ 2/14/20.......................... 4/9/20 Jun-20................................3/6/20................................ 3/13/20.......................... 5/7/20 Jul-20.................................4/6/20................................ 4/13/20.......................... 6/4/20
COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Aug-20................................5/4/20................................ 5/11/20.......................... 7/2/20 Sep-20................................6/2/20.................................. 6/9/20.......................... 8/6/20 Oct-20.................................7/2/20................................ 7/10/20.......................... 9/3/20 Nov-20..............................7/31/20.................................. 8/7/20........................ 10/1/20 Dec-20................................9/3/20................................ 9/10/20........................ 11/5/20 Jan-21..............................10/1/20................................ 10/8/20........................ 12/3/20 Feb-21.............................10/30/20................................ 11/6/20.......................... 1/7/21 Mar-21..............................12/4/20.............................. 12/11/20.......................... 2/4/21 2020 / media.hi-torque.com / 17
MOUNTAIN BIKE ACTION 2020 SURVEY BICYCLE PURCHASING Do you own a mountain bike? Yes ..................................98% No ......................................2% How many mountain bikes do you own? 1 ......................................37% 2 ......................................34% 3 ......................................18% 4 ........................................7% 5-9 .....................................4% 10+ ....................................1% Was your newest bike a complete bike or frame only? Complete..........................88% Frame only .......................12% What frame material is your newest bike made of? Aluminum.........................55% Carbon fiber .....................38% Titanium .............................2% Chromoly/steel ...................4% Other ..................................1% What suspension does your newest bike have? Rigid/none ..........................5% Front suspension ..............36% Full suspension ................59% What brand is your newest mountain bike? Airborne .............................1% Antidote..............................1% Banshee .............................1% Bianchi ...............................1% BMC ...................................1% Borealis ..............................1% Bulls ...................................1% Canfield ..............................1% Canyon ...............................1% Cannondale ......................10% Chromag ............................1% Chumba .............................1% Commencal ........................1% Cove ...................................1% Devinci ...............................2% Diamondback .....................3% Dirtworks ...........................0% Ellsworth ............................1% 18 / 2020 / media.hi-torque.com
Eminent ..............................1% Evil .....................................1% Fatback ..............................1% Felt .....................................2% Fezzari................................1% Fisher .................................2% Focus .................................1% Foes ...................................1% Ghost..................................1% Giant ................................17% GT ......................................4% Haro ...................................1% Ibis .....................................2% Intense ...............................3% Jamis .................................2% KHS ....................................1% Knolly .................................1% Kona ...................................4% Lapierre..............................1% Litespeed ...........................1% Look ...................................1% Marin..................................2% Mondraker..........................1% Mongoose ..........................2% Moots .................................1% Motobecane .......................2% Niner ..................................4% Norco .................................4% Nukeproof ..........................1% Orbea .................................1% Pivot .................................. 7% Pole ....................................1% Polygon ..............................1% Raleigh ...............................2% Reeb...................................1% Rocky Mountain .................3% RSD ....................................1% Sage...................................1% Salsa ..................................4% Santa Cruz........................10% Schwinn .............................2% Scott...................................6% Soma..................................1% Specialized .......................23% Surly...................................2% Transition ...........................1% Trek ..................................23% Turner.................................1% Underground ......................0%
Ventana ..............................1% Whyte .................................1% Yeti .....................................3% YT.......................................1% Other ................................17% How much did your newest complete mountain bike cost? Less than $399 ..................2% $400-$800.......................10% $801-$999.........................3% $1000-$1499...................10% $1500-$1999...................10% $2000-$2499.....................8% $2500-$2999...................10% $3000-$3999...................16% $4000-$4999...................11% $5000-$5999...................10% $6000-$6999.....................4% $7000+ ..............................6% Where did you buy your mountain bike? Bike shop .........................61% Mail order ...........................3% Dept store/sport store ........2% Online/consumer ..............14% Used .................................17% Other ..................................3% If you purchased your bike consumer direct, how did you assemble it? I assembled .....................77% A friend ..............................7% Manufacturer .....................2% Local dealer......................14% What time of the year did you get your bike? Jan-Mar ...........................28% Apr-Jun ............................35% July-Sept..........................17% Oct-Dec ............................20% What influenced the purchase of your bike? Test results .......................25% Ads in MBA.........................7% Color ................................11% Weight ..............................18% Price.................................45% Dealer support..................22%
previous exp .....................26% Dealer recommend...........12% Social media ......................3% Website review .................13% Friends recommend .........14% Factory riders results..........2% Other ................................22% Do you plan to buy a mountain bike in the next 12 months? Yes ..................................21% Probably ...........................14% Maybe ..............................29% No ....................................36% Is your next mountain bike purchase going to be a: 26" .....................................1% 27.5"................................17% 29" ...................................35% Fat Bike ..............................2% 27.5+ .................................7% 29+ ..................................15% Undecided ........................23% What category of bike are you planning to buy? Trail ..................................55% Enduro..............................28% Cross-country ..................15% Dirt jumper .........................2% Downhill ............................3% Slopestyle...........................3% E-bike ................................6% Fat bike ..............................3% Plus size .............................4% Entry level ..........................1% Gravel.................................4% Undecided ..........................7% What brands of mountain bikes are you considering? Airborne .............................1% Antidote..............................1% Banshee .............................2% Bianchi ...............................1% BMC ...................................3% Borealis ..............................1% Bulls ...................................1% Canfield ..............................1% Canyon .............................16% Cannondale ......................14%
Chromag ............................1% Chumba .............................1% Commencal ........................6% Cove ...................................1% Devinci ...............................6% Diamondback .....................8% Dirtworks ...........................1% Ellsworth ............................2% Eminent ..............................1% Evil .....................................9% Fatback ..............................1% Felt .....................................5% Fezzari................................5% Fisher .................................1% Focus .................................2% Foes ...................................1% Ghost..................................4% Giant ................................19% GT ......................................7% Haro ...................................1% Ibis ...................................14% Intense .............................13% Jamis .................................4% KHS ....................................1% Knolly .................................2% Kona .................................13% Lapierre..............................2% Litespeed ...........................1% Look ...................................1% Marin..................................7% Mondraker..........................3% Mongoose ..........................1% Moots .................................1% Motobecane .......................1% Niner ................................11% Norco ...............................11% Nukeproof ..........................5% Orbea .................................4% Pivot .................................41% Pole ....................................1% Polygon ..............................1% Raleigh ...............................1% Reeb...................................1% Rocky Mountain .................9% RSD ....................................1% Sage...................................1% Salsa ..................................4% Santa Cruz........................22% Schwinn .............................0%
Scott...................................5% Soma..................................0% Specialized .......................20% Surly...................................2% Transition ...........................9% Trek ..................................26% Turner.................................1% Underground ......................1% Ventana ..............................1% Whyte .................................2% Yeti ...................................18% YT.....................................13% Other ..................................5% Undecided ........................10% How much do you plan to spend? Less than $399 ..................1% $400-$800.........................2% $801-$999.........................2% $1000-$1499.....................6% $1500-$1999.....................8% $2000-$2499.....................9% $2500-$2999...................12% $3000-$3999...................20% $4000-$4999...................15% $5000-$5999...................14% $6000-$6999.....................6% $7000+ ..............................5% What are your sources of info on new mountain bikes? MBA .................................85% Bike shops .......................52% Friends .............................44% Other mags ......................20% People at races...................8% Internet.............................70% Catalogs .............................5% When you're looking to buy, what source do you trust the most to give you accurate info on new bikes and equipment? Edit and tests in MBA .......64% Manufacturers websites ...12% Manufacturers social media ....................3% YouTube............................18% Facebook or google ............1% Internet influence ...............6%
Twitter ................................1% Pro Rider ............................1% Brand ambassadors ...........1% Another mag or website .....9% PARTS AND ACCESSORIES What is your main source of information for purchasing bicycle parts? MBA .................................65% Catalogs ...........................14% Other mags ......................16% Bike shop .........................56% Friends .............................29% Internet sites ....................59% Amazon ............................12% Instagram ...........................2% Facebook............................3% Other ..................................9% Where do you buy the majority of your bicycle parts? Ads in MBA.........................9% MBA media or website .......5% Bike shop .........................80% Online/consumer ..............55% Pedal co .............................7% Sporting good .....................7% Amazon ............................27% Instagram ...........................1% Facebook............................1% Other ................................14% What brand (s) of tires have you purchased for your bike? Bontrager .........................19% Continental .......................19% CST ....................................4% Duro ...................................1% Geax ...................................2% Goodyear ............................2% Hutchinson .........................4% IRC .....................................2% Kenda...............................21% Maxxis..............................64% Michelin .............................8% Nokian................................1% Onza...................................2% Panaracer ...........................9% Ritchey ...............................2% Schwalbe .........................26%
Specialized .......................19% Tioga ..................................2% Vee Rubber.........................2% Vittoria................................4% WTB .................................19% Other ..................................8% None ..................................1% Do you run your tires tubeless? Yes ...................................67% No ....................................33% What brand(s) of tubeless tire sealant have your purchased? Stans NoTubes .................52% Goodyear ............................1% Vittoria................................1% Orange Seal .....................19% Peatys ................................0% Finish Line ..........................5% Cream ................................1% Slime ..................................7% Muc off...............................2% Monkey Goo .......................1% Specialized .........................1% Trucker Co ..........................2% GUP ....................................1% Schwable ...........................2% Other .................................6% None ................................18% What brand (s) of grips have you purchased for your bike? A'ME ..................................1% ATI ......................................1% Answer ...............................3% Bontrager ...........................9% Chromag ............................2% Deity...................................3% DMR ...................................2% Ergon................................20% ESI......................................8% Funn ...................................1% GripShift .............................2% Intense ...............................1% Loaded ...............................1% Lizard Skins......................16% Kore ...................................1% ODI ...................................26% Oury ...................................6% 2020 / media.hi-torque.com / 19
MOUNTAIN BIKE ACTION 2020 SURVEY Pedros ................................1% Race Face ..........................9% Red Monkey .......................2% Renthal...............................4% RevGrips.............................1% Ritchey ...............................3% Sensus ...............................1% Supacaz .............................1% Specialized .........................9% SQ Labs..............................1% Sunline ...............................1% Syncros ..............................1% Tioga ..................................1% Torc 1 .................................1% WTB ...................................4% Yeti .....................................2% Other ................................13% None ................................13% What brand (s) of handlebars have you purchased for your bike? Answer ...............................7% Atomic................................1% Azonic ................................2% Bontrager ...........................9% Box .....................................1% Chromag ............................3% Coda...................................1% Deity...................................4% Easton ..............................18% Enve ..................................4% FSA ....................................4% Funn ...................................1% Kore ...................................2% Loaded ...............................1% Moots .................................1% ODI .....................................1% Profile.................................1% Race Face ........................28% Renthal.............................12% Ritchey ...............................5% Salsa ..................................2% Spank.................................4% Specialized .........................7% Sunline ...............................1% Sun/Ringle..........................1% Syncros ..............................2% Syntace ..............................1% Tioga ..................................1% Wren ..................................1% WTB ...................................2% Other ................................10% None ................................20% 20 / 2020 / media.hi-torque.com
What brand (s) of stems have you purchased for your bike? 3T.......................................2% Answer ...............................3% Atomlab..............................1% Azonic ................................2% Bontrager ...........................8% Box .....................................1% Chromag ............................2% Deity...................................2% Enve ...................................2% Easton ................................8% FSA ....................................5% Funn ...................................1% Hope...................................2% Kore ...................................3% Loaded ...............................1% ODI .....................................1% Profile.................................1% Race Face ........................20% Renthal...............................5% Ritchey ...............................5% Salsa ..................................2% Spank.................................2% Syncros ..............................3% Sunline ...............................1% Thomson ..........................10% Tioga ..................................1% Transition ...........................1% Truvativ ..............................5% Wren ..................................1% WTB ...................................2% Other ................................12% None ................................28% What brand (s) of hubs have your purchased for your bike? American Classic................1% Atomlab..............................1% Chris King...........................7% Chub ..................................1% DT ...................................15% Hope...................................7% Hugi ...................................1% Industry Nine ......................7% Kappius ..............................1% Loaded ...............................1% Phil Wood ...........................1%
Profile.................................1% Ringle .................................2% Rohloff................................1% Shimano ...........................16% Spank.................................1% Sunline ...............................1% WTB ...................................3% White Industries .................2% Woodman ...........................1% Other ................................12% None ................................41% What brand (s) of brakes have you purchased for your bike? E*Thirteen ..........................1% Formula ..............................2% Hayes .................................7% Hope...................................3% Magura...............................4% Praxxis ...............................1% Pro Max ..............................1% Shimano ...........................52% SRAM/Avid .......................25% Tektro/TRP..........................4% Other ..................................3% None ................................22% What brand (s) of cranks have you purchased for your bike? Blackspire ..........................1% Bontrager ...........................3% Crank Brothers ...................2% FSA ....................................4% Hope...................................1% MRP ...................................1% Profile.................................1% Sugino ................................1% Race Face ........................20% Ritchey ...............................1% Rotor ..................................1% SRAM ...............................19% Shimano ...........................29% Syncros ..............................1% Truvativ ..............................4% White Industries .................1% Other ..................................4% None ................................32% What brand (s) of pedals have you purchased for your bike?
Atom Lab............................1% Azonic ................................2% Crank Brothers .................20% Exustar ...............................1% Funn ...................................1% HT Components..................2% Loaded ...............................1% Look ...................................2% Ritchey ...............................1% Shimano ...........................44% Spank.................................3% Speedplay ..........................2% Sunline ...............................1% Time ...................................4% VP Components ..................2% Wellgo ................................5% WTB ...................................2% Xpedo .................................2% Other ................................25% None ..................................8% What brand (s) of wheels have you purchased for your bike? Alex ....................................2% Atomlab..............................1% Box .....................................1% Boyd...................................1% E11even .............................1% Bontrager ...........................7% Crank Brothers ...................1% DT .....................................8% E*Thirteen ..........................1% Easton ................................4% Enve ...................................2% Ellsworth ............................1% FSA ....................................1% Gravity................................1% HED ....................................1% Hope...................................2% Ibis .....................................2% Industry Nine ......................5% Kappius ..............................1% Kore ...................................1% Loaded ...............................1% Mavic ...............................12% Nobl ...................................1% Nox.....................................1% Race Face ..........................4% Ringle .................................2% Ritchey ...............................1%
Rolf.....................................1% Santa Cruz..........................2% Salsa ..................................1% Shimano .............................6% Spank.................................2% Specialized .........................5% Spinergy .............................1% SRAM .................................2% Stans NoTubes ...................9% Sun ...................................2% Sunline ...............................1% Syncros ..............................1% HED ....................................1% Tioga ..................................1% Velocity...............................1% Vuelta .................................1% WTB ...................................5% Other ..................................8% None ................................29% What brand (s) of forks have you purchased for your bike? Cannondale ........................2% DT .....................................1% DVO ....................................2% Foes ...................................1% Fox ...................................32% Lauf....................................1% Magura...............................1% Manitou ..............................7% Marzocchi ..........................5% RockShox .........................35% RST ....................................1% Suntour ..............................4% White Brothers ...................1% Wren ..................................1% X-Fusion .............................2% Other ..................................3% None ................................34% What brand(s) of seats have you purchased for your bike? Atomlab..............................1% Azonic ................................1% Bontrager ...........................9% Chromag ............................2% Cobb...................................1% Deity...................................1% Ergon..................................6% Fabric .................................2% FSA ....................................1%
Fizik....................................7% Gravity................................1% Koobi ..................................1% Kore ...................................1% Prologo ...............................1% Race Face ..........................2% San Marco..........................2% SDG ....................................5% Selle Italia.........................13% Specialized .......................13% SQ Labs..............................2% Ritchey ...............................1% Tioga ..................................1% WTB .................................36% Velo ....................................1% Other ................................15% None ................................20% What brand (s) of shifters have you purchased for your bike? Box Components ................1% SRAM ...............................34% Shimano ...........................48% Other ..................................2% None ................................25% Do you run a dropper seatpost on your bike? Yes ...................................57% No ....................................43% What brand (s) of seatpost have you purchased for your bike? Answer ...............................1% Enve ...................................1% Fizik....................................1% Fox Shox ..........................11% FSA ....................................2% Giant ..................................4% Gravity Dropper ..................2% Kinekt .................................1% Kore ...................................1% KS ....................................13% Maverick ............................1% OneUp ................................2% Race Face ..........................7%
Ringle .................................1% RockShox .........................10% SDG ....................................1% Shimano .............................2% Specialized .........................6% Sunline ...............................1% Syncros ..............................2% Thomson ..........................11% Truvativ ..............................1% U.S.E. .................................1% WTB ...................................1% Xfusion ...............................2% Other ................................16% None ................................28% What brand (s) of chains have your purchased for your bike? KMC .................................28% Rohloff................................1% Shimano ...........................48% SRAM ...............................41% Wippermann.......................2% Other ..................................3% None ................................16% 20. On average, how much do you spend on bicycle parts a year? ....................................... less than $199 .................18% $200-$349.......................26% $350-$499.......................19% $500-$649.......................14% $650-$999.......................10% $1,000-$1499....................8% $1,500+ .............................5% BIKE APPAREL On average, how much do you spend on bicycle apparel a year? Less than $199 ................46% $200-$349.......................32% $350-$499.......................12% $500-$649.........................5% $650-$999.........................3% $1,000-$1,499...................1% $1,500+ .............................1%
What is your main source of information for purchasing bicycling apparel? MBA .................................50% Catalogs ...........................10% Other mags ........................9% Bike Shop .........................46% Friends .............................15% Internet.............................52% Amazon ............................15% Instagram ...........................3% Facebook............................4% Other ................................11% Where do you buy the majority of your bicycling apparel? Ads in MBA.........................5% MBA social media ..............3% Bike shop .........................49% Online/consumer ..............43% Pedal Co .............................5% Sporting goods .................12% Amazon ............................16% Instagram ...........................1% Facebook............................1% Other ..................................3% What brand (s) of helmet do you own? 6D ......................................1% 100% .................................1% Azonic ................................1% Bell ...................................24% Bontrager ...........................4% Cratoni ...............................1% Dainese ..............................1% Fox ...................................12% Giro ..................................28% Lazer ..................................2% Leatt...................................1% O'Neal ................................1% Louis Garneau ....................1% POC ....................................6% Pryme ................................1% Royal ..................................1% SixSixOne ...........................2% Smith .................................5% Specialized .......................13% Trek ....................................1% Troy Lee ...........................12% Urge ...................................1% Uvex ...................................2% Other ................................13% None ..................................2% 2020 / media.hi-torque.com / 21
MOUNTAIN BIKE ACTION 2020 SURVEY What brand (s) of cycling gloves do you own? 100% .................................5% Alpinestars .........................4% Answer ...............................3% AXO ....................................1% Azonic ................................1% Bontrager ...........................6% Cannondale .......................1% Dainese ..............................1% Dakine................................7% Endura................................3% Fly ......................................4% Fox ...................................35% Giro ..................................12% Handup ..............................3% Leatt...................................1% Lizard Skins........................3% Louis Garneau ....................3% Nashbar .............................1% Oakley ................................2% One Industries ....................1% Pearl Izumi .......................16% POC ....................................2% Performance.......................4% Royal ..................................1% SixSixOne ...........................4% Specialized .......................11% Trek ....................................1% Troy Lee ...........................10% Other ................................19% None ..................................7% What brand (s) of cycling shoes do you own? AXO ....................................1% Answer ...............................1% Bontrager ...........................5% Cannondale ........................1% Carnac................................1% DMT ...................................1% Crono .................................1% Diadora ..............................1% Exustar ...............................1% Five Ten ............................26% 22 / 2020 / media.hi-torque.com
Gaerne ...............................1% Giro ....................................8% Lake ...................................2% Louis Garneau ....................2% Nike....................................2% Northwave..........................2% Pearl Izumi .........................6% Ride Concept ......................1% Shimano ...........................25% Sidi ...................................13% SixSixOne ...........................2% Specialized .......................11% Vans ...................................6% Other ................................10% None ................................12% What brand (s) of cycling shorts do you own? 100% .................................2% Alpinestars .........................3% AXO ...................................1% Azonic ................................2% Bellweather ........................3% Bontrager ...........................6% Cannondale ........................4% Chrome ..............................1% Dainese ..............................1% Dakine................................7% Endura................................8% Fly ......................................2% Fox ...................................27% Hyper Threads ....................1% Kona ...................................1% Louis Garneau ....................6% Nema .................................1% Pearl Izumi .......................21% Performance.......................6% Primal Wear........................2% Royal ..................................2% SixSixOne ...........................1% Specialized .........................6% Sugoi ..................................5% Swobo ................................1% Troy Lee .............................9% Other ................................33% None ................................12%
What type do you wear? Baggy...............................76% Lycra bib ..........................17% Lycra shorts......................22% Other ..................................8% What brand(s) of cycling jerseys do you own? 100% .................................2% Alpinestars .........................4% AXO ....................................1% Azonic ................................1% Bellweather ........................3% Bontrager ...........................3% Cannondale ........................4% Dainese ..............................1% Dakine................................7% Endura................................4% Fly ......................................4% Fox ...................................30% Hyper Threads ....................1% Louis Garneau ....................6% One Industries ....................1% Pearl Izumi .......................23% Performance.......................6% Primal Wear......................11% Royal ..................................3% SixSixOne ...........................1% Sombrio .............................2% Specialized .........................8% Sugoi ..................................4% Swobo ................................1% Troy Lee ...........................13% Other ................................31% None ................................24% BICYCLE ACCESSORIES On average, how much do you spend on bicycle accessories a year? less than $249 .................55% $250-$399.......................27% $400-$599.......................11% $600-$1000.......................5% $1000+ ..............................2%
What is your main source of informarion for purchasing bicycling accessories? MBA .................................50% Catalogs ...........................12% Other Mags ......................11% Bike shops .......................48% Friends .............................21% Internet sites ....................49% Amazon ............................13% Instagram ...........................2% Facebook............................2% Other .................................6% Where do you buy your bicycling accessories? Ads in MBA.........................9% MBA social media ..............5% Bike shop .........................67% Online/consumer ..............46% Pedal Co .............................6% Sporting goods store ..........8% Amazon ............................28% Instagram ...........................1% Facebook............................1% Other ..................................9% If you own a cycle computer/ GPS which brand (s) do you own? Bontrager ...........................3% Cat Eye .............................20% Cycle-ops ...........................1% Garmin .............................31% Lezyne................................2% Polar...................................2% Shimano .............................2% Sigma.................................4% Specialized .........................3% Traditional computer ..........1% GPS ....................................4% Trek ....................................1% Other ................................18% None ................................36% If you own bicycle lights which brand do you own? Bontrager ...........................7% Cat Eye .............................12% Hope...................................1%
Cygolite ..............................6% Jet ......................................1% Knog...................................1% Lezyne................................7% Lupine ................................1% Light & Motion ....................6% Nightsun.............................2% SSB ....................................1% Niterider ...........................22% Sigma.................................1% Specialized .........................2% Turbo Cat............................1% VistaLite .............................1% Trek ....................................2% Other ................................27% None ................................29% ABOUT YOU How often do you buy Mountain Bike Action Magazine? 1-4 issues ........................16% 5-8 issues ..........................6% 9-12 issues ........................5% Subscription .....................57% Website only.....................16% How long have you been reading MBA? Less than 1 yr ..................16% 1-2- years ........................15% 2-3 years............................9% 3-4 years............................6% 4+ years ..........................54% How many people besides yourself look through your copy of Mountain Bike Action? None ................................33% 1 ......................................24% 2 ......................................22% 3 ........................................9% 4 ........................................7% 5 ........................................1% 6+ ......................................4% What is your gender? Male .................................96% Female ...............................4% What is your age? 12 or younger.....................1% 13-15 .................................3%
16-19 .................................4% 20-24 .................................2% 25-29 .................................4% 30-34 .................................6% 35-39 ...............................10% 40-44 ...............................15% 45-49 ...............................17% 50-54 ...............................14% 55-64 ...............................21% 65+ ....................................3% What is your total yearly household income? 200+ ................................11% 150-200 ...........................15% 120-149 ...........................14% 90-119 .............................18% 70-89 ...............................13% 50-69 ...............................12% 30-49 .................................9% Under $30k ........................8% If you are over 18, what is your level of education? High school grad ..............20% Attending college................8% College grad .....................41% Postgrad degree ...............22% Other ..................................9% What type of bike do you own? Enduro..............................17% Cross-cntry race...............33% Dirt jump/skatepark ...........4% Downhill .............................5% Slopestyle...........................1% E-bike ................................2% Fat Bike ..............................9% Plus-size ............................9% Trail .................................56% Entry level ..........................8% Gravel.................................8% What types of riding do you participate in? Bike park ..........................21% cross cntry/trail ................85% Dirt jumping .......................7% Enduro..............................29% Gravel...............................17% Gravity/downhill ...............13% Other ................................13%
Do you race? If so, which events? 6, 8, or 12 hour ................20% 24 hr ..................................6% Cross country ...................62% Downhill .............................6% Dual slalom/mnt cross .......2% Enduro..............................22% Marathon............................8% Super D ..............................3% What class do you compete in? Beginner...........................31% Cat 2/sport .......................34% Cat 1/expert .......................7% Collegiate ...........................2% High school league .............7% Jr .......................................1% Masters ............................16% Pro .....................................2% How often do you race a year? 1-5 times .........................81% 6-14 times .......................15% 15-24 times .......................3% 25+ ....................................1% Are you a member of the following organizations? IMBA ................................17% NICA ...................................5% USA Cycling ........................6% Other ................................13% None ................................64% How many hours do you spend riding your bike each week? Less than 3 ......................12% 3-6 ...................................37% 7-9 ...................................27% 10-13 ...............................14% 14-17 .................................5% 18-20 .................................2% 21+ ....................................3%
How many other members of your family also ride mountain bikes? None ................................37% 1 ......................................33% 2 ......................................16% 3 ........................................9% 4+ ......................................5% Have you ever taken a mountain bike vacation? Yes ..................................49% No ....................................33% Plan to ..............................18% ................................................ Yes ..................................57% Somewhat ........................38% No ......................................5% How much of the maintenance/repairs/ upgrades on your bicycle are done by you? 100% ...............................18% 75-99%............................31% 50-74%............................19% 25-49%............................16% Less than 25% .................16% What other vehicles do you own? BMX bike..........................14% Electric bike .......................5% Road bike .........................55% Gravel bike .......................18% Off-road motorcycle .........15% UTV ....................................5% ATV...................................11% What other sports/activities do you participate in? BMX ...................................7% Motorcycle riding..............22% Road cycling .....................44% Rock climbing ..................14% Running............................34% UTVing................................4% ATVing ................................9% 2020 / media.hi-torque.com / 23
ROAD BIKE ACTION REMAINS THE ROAD CYCLING INDUSTRY’S BEST, MOST HONEST, & MOST-TRUSTED SOURCE OF PRODUCT OPINIONS & INFORMATION IN THE WORLD. 18 - 24
25 - 34 0
30
0 18 - 24
10 5
15%
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ROAD BIKE ACTION
18 - 24
25 - 34 0
- 54 25 - 34 55 - 6435 - 44 65 +45 - 54 18 45 - 24
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5 0
35
25
30
2%
0 55 - 64
18 - 24
13 - 17
18 - 24
20
15
15
10
10
5
13 65 - 17+
13 - 17
25
20
5
35--17 44 13
55 - 64
30
10
5
5
35 - 4455 - 6445 - 5465 + 35 25 - 44- 34 45 - 54
25 15
10
18--34 24 25
30 20
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10 0
- 54 25 - 34 55 - 6435 - 44 65 +45 - 54 18 45 - 24
20
15
65 +
35--17 44 13
25
20
T ES
13 65 - 17+
15
14%
25
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• JULY 2019
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KEEP YOUR HEART PEDAL-FRIENDLY
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READER AGE AGE AGE AGE 5,000,00049,000 AGE270,000 4,000,000 AGE GROUPS, BY THE RBA’s Print and digital magazine is the best-selling roadRBA’s Website content will be viewed by over 1.5 titleAGE: distributed per issue. MEDIAN MillionAGE: unique42 individuals in 2020, and generate FACEBOOK WEBSITE cycling MEDIAN 49 worldwide, over 49,000 NUMBERS Our readers are cycling purists…true cycling consumers more than 10 Million Ad Impression opportunities
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GROUP DEMOGRAPHICS
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0 18 - 24
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30
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18 / 2020 10 / media.hi-torque.com
EBA
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15 10
8%
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2%
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FACEBOOK GROUP DEMOGRAPHICS FOLLOWERS
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65 +
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WEBSITE VISITS
27% on mobile, 24% desktop/laptop and tablet versions.
looking for the best gear and products25for their rides.
25 20
3%
28%
30
OUP TOTALS
RIC 28% 27% CTION OOK
10
9%
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15%
GROUP TOTALS
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RINT OPIES
35
25 20
• www.roadbikeaction.com
55 - 64
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GROUP TOTALS
• THE FUTURE OF GRAVEL IS HERE
22%
15% 7%
1%
13 - 17
18 - 24
GROUP DEMOGRAP
ROAD BIKE ACTION IS OUR GO-TO PARTNER TO SPREAD THE WORD FOR OUR CLIENTS.THERE IS NO BETTER RETURN ON MARKETING INVESTMENT” RICHARD WITTENBERG PRESIDENT, LUCIDITY BUSINESS DEVELOPEMENT
YOUTUBE INSTAGRAM MEDIAN AGE:MEDIAN 28 AGE: 27 35 25 20 15
7% 10
7% 2%
4525 - 54 - 64 - 34 5535 - 44
5
1% 65 45+- 54
00 50,000
INSTAGRAM PHICS FOLLOWERS
55 - 64
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13-17 65 +
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N 32 AGE: 28 OKAGE: MEDIAN 35%
6% 2%
GROUP TOTALS
30 25
15%
20 15
3%
4525 - 54 - 64 - 34 5535 - 44
8% 1% 65 45+- 54
0 250,000
INSTAGRAM FOLLOWERS PHICS
36%
34%
16% 10%
6% 25 - 34 13-17
15% 3%
1835- -2444
2545- -3454
3555- -4464
6% 1%
2%
1%
+ 45 65 - 54
55 - 64
65 +
AGE22,000,000 230,000
GROUP DEMOGRAPHICS
YOUTUBE VEWS
GROUP DEMOGRAPHICS
QUICK FACTS DIRT BIKE 90%OWN A ROAD BIKE PLAN TO BUY A NEW ROAD BIKE IN 62% THE NEXT YEAR
40 35 30 25 20 15 10 5 0
10
3% 5 55 - 64
0
FACEBOOK FOLLOWERS
2% 1% 13-17 65 +
AGE
40 35 30 22% 25 20 15 10 5 0 18 - 24
35%
35
36%
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25% 28%
25
20% 12% 5% 25 - 34 13-17
3% 1835- -2444
2545- -3454
3555- -4464
GROUP DEMOGRAPHICS
15%
13-17
1% + 45 65 - 54
YOUTUBE VEWS
10
1%
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55 - 64
65 +
5 0
18 - 24
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
2%
1%
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18,000,000
YOUTUBE VEWS
33%
24%
22%
PURCHASING NEW BIKES 12%
4%
4% 13-17
AGE
INSTAGRAM FOLLOWERS
6%
BUY THEIR BIKES FROM BIKE SHOPS 61% YOUTUBE MEDIAN AGE: 28 CITE RBA AS THEIR #1 MOST75% TRUSTED INFLUENCER WHEN
15
9%
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AGE1,000,000 45,000
GROUP DEMOGRAPHICS
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INSTAGRAM AGE: 29 YOUTUBE MEDIAN AGE:MEDIAN 31 35
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GROUP TOTALS
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40 35 30 25 20 15 10 5 0 18 - 24
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45 - 54
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YOUTUBE VEWS
YOUTUBE MEDIAN AGE: ??
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29%
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30
33%
25
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20 15 10
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45 - 54
55 - 64
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INSTAGRAM FOLLOWERS
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4525 - 54 - 64 - 34 5535 - 44
65 45+- 54
0 150,000
INSTAGRAM PHICS FOLLOWERS
25 - 34
GROUP DEMOGRAPHICS
35
25
30
35 - 44
45 - 54
55 - 64
28,000,000
5
55 - 64
0
FACEBOOK FOLLOWERS
30%
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25
20
7% 10 2%
18 - 24
30
1% 65 +
YOUTUBE VEWS
15
4% 1% 13-17 65 +
AGE
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2545- -3454
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29%
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55 - 64
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1,000,000
YOUTUBE VEWS
RBA’s Video segment caters to viewers on YouTube, IGTV, Facebook, Vimeo and many other viewing spots. New bike intros, bike tests, shootouts, product tests, racing videos, how-to videos and more.
opportunities to showcase your products with direct 35 31% response. 30 20
5% 55 - 64
YOUTUBE INSTAGRAM VEWS FOLLOWERS
GROUP DEMOGRAPHICS
RBA’s Social Media sites will reach more than 8 Million
25
30 20
1% 25 - 34 13-17
43%
40
in 2020, and representYOUTUBE nearly unlimited marketing N AGE: 39 MEDIAN AGE: 37
20% LECTRIC IKE ACTION 10%
YOUTUBE MEDIAN AGE: 40
12%
10
0 18 - 24
30% 20%
20 14%
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INSTAGRAM AGE: 38 YOUTUBE MEDIAN AGE:MEDIAN 37
GROUP TOTALS
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GROUP TOTALS
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2020 / media.hi-torque.com / 19
6%
ROAD BIKE ACTION READER SURVEY READERS
Gender? MALE 90%
Household income? $111,000
Do you own a ROAD bike? YES 90%
How many bikes do you own? Average 2.8
How many miles per month do you ride? AVERAGE OVER 220 MILES
ROAD BIKE BRANDS CURRENTLY OWNED 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
TREK ..........................28% SPECIALIZED ..............24% CANNONDALE.............15% GIANT .........................10% BIANCHI .....................10% SCOTT .......................... 6% FUJI ............................. 5% LYNSKEY ...................... 5% FELT ..........................5%% CERVELO ...................... 5%
11. 12. 13. 14. 15. 16. 17. 18. 19. 20.
RALEIGH....................... 5% DIAMONDBACK ............ 4% ORBEA ......................... 3% LITESPEED ................... 3% JAMIS .......................... 3% MERLIN ........................ 3% SALSA .......................... 3% PINARELLO................... 2% MERCKX....................... 2% COLNAGO ..................... 2%
FRAME MATERIAL 1. CARBON FIBER...........57% 2. ALUMINUM ................26% 3. STEEL........................... 9% 4. TITANIUM ..................... 8%
Do other family members ride? YES 70%
WHERE PURCHASED 1. BIKE SHOP .................60% 2. USED FROM SELLER...17% 3. ONLINE/CONSUMER ...11% 4. MAIL ORDER ................ 4% 5. SPORTING GOODS/ DEPT STORE ................. 2%
READER ROAD BIKE BUYING PLANS Probably buying in next 12 months? YES 62%
BRAND(S) PLANNING TO BUY 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.
BIANCHI .................. 30% SPECIALIZED .......... 29% TREK ...................... 28% CANNONDALE ......... 23% CANYON .................. 15% GIANT ..................... 14% CERVELO................. 13% PINARELLO ............. 12% LITESPEED .............. 11% COLNAGO .................. 9% BMC ......................... 8%
17. 18. 19. 20. 21. 22. 23. 24. 25. 26.
LOOK ........................ 8% SCOTT ....................... 7% ORBEA ...................... 7% FOCUS ...................... 5% FELT.......................... 5% FUJI .......................... 5% CIPOLLINI ................. 4% MOOTS ..................... 3% SALSA ...................... 3% 3T ............................. 3%
27. RIDLEY ..................... 3%
BIKE TYPE 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
ROAD ...................... 57% GRAVEL .................. 24% E-BIKE ...................... 7% COMMUTER .............. 6% TOURING ................... 6% CYCLOCROSS ............ 5% TRIATHLON ............... 4% TIME TRIAL ............... 3% TRACK BIKE .............. 1% TANDEM ................... 1%
MAIN INFLUENCES
MOST TRUSTED SOURCE FOR INFORMATION ON ALL PURCHASES? RBA 53%
PURCHASING ROAD BIKES 1. 2. 3.
ROAD BIKE ACTION MAGAZINE 75% INTERNET SITES 40% BIKE SHOPS 36%
20 / 2020 / media.hi-torque.com
PURCHASING PARTS AND UPGRADES 1. 2. 3. 4.
RBA EDITORIAL 50% BIKE SHOPS 39% INTERNET WEBSITES 37% ADS IN RBA 25%
PURCHASING PURCHASING RIDING GEAR BICYCLING AND APPAREL ACCESSORIES 1. 2. 3. 4.
INTERNET WEBSITES 45% RBA EDITORIAL 35% BIKE SHOPS 34% ADS IN RBA 15%
1. 2. 3. 4.
RBA EDITORIAL 48% INTERNET SITES 45% BIKE SHOPS 44% ADS IN RBA 29%
TOP FIVE BRANDS OWNED BY CATEGORY TIRES 1. CONTINENTAL 54% 2. BONTRAGER 20% 3. VITTORIA 19% 4. MICHELIN 16% 5. SPECIALIZED 16%
PEDALS 1. SHIMANO 32% 2. LOOK 20% 3. SPEEDPLAY 13% 4. CRANK BROS 4% 5. TIME 3%
HANDLEBARS 1. 3T 8% 2. EASTON 7% 3. FSA 7% 4. SPECIALIZED 4% 5. DEDA ELEMENTE 3%
WHEELS 1. MAVIC 14% 2. BONTRAGER 10% 3. SHIMANO 7% 4. ZIPP 6% 5. CANMPAGNOLO 5%
STEM 1. BONTRAGER 7% 2. DEDA ELEMENTE 5% 3. SPECIALIZED 5% 4. FSA 5% 5. RITCHEY 5%
SADDLE 1. FIZIK 16% 2. SPECIALIZED 12% 3. SELLE ITALIA 10% 4. SELLE SMP 9% 5. BONTRAGER 6%
BAR TAPE 1. LIZARD SKINS 23% 2. FIZIK 19% 3. SPECIALIZED 15% 4. CINELLI 14% 5. BONTRAGER 13%
SEATPOST 1. THOMPSON 7% 2. 3T 4% 3. FIZIK 4% 4. RITCHEY 4% 5. FSA 4%
CRANKS 1. SHIMANO 22% 2. SRAM 8% 3. CAMPAGNOLO 7% 4. FSA 7% 5. SPECIALIZED 3%
CHAIN 1. SHIMANO 38% 2. KMC 16% 3. SRAM 14% 4. CAMPAGNOLO 7% 5. CONNEX 2%
HEART RATE MONITOR 1. GARMIN 29% 2. WAHOO 12% 3. POLAR 7% 4. CAT EYE 1% 5. SIGMA 1% POWER METER 1. GARMIN 7% 2. STAGES 6% 3. SHIMANO 4% 4. LOOK 2% 5. SRAM 2% HELMET 1. GIRO 42% 2. BELL 21% 3. SPECIALIZED 17% 4. BONTRAGER 12% 5. KASK 11% SHOES 1. SIDI 26% 2. SHIMANO 25% 3. SPECIALIZED 19% 4. BONTRAGER 9% 5. GIRO 8% SHORTS/BIBS 1. PEARL IZUMI 30% 2. CASTELLI 21% 3. LOUIS GARNEAU 15% 4. BONTRAGER 11% 5. GIORDANA 8%
SHORTS TYPE 1. BIB 52% 2. SHORTS 48% JERSEY 1. PEARL IZUMI 26% 2. CASTELLI 20% 3. LOUIS GARNEAU 13% 4. GIORDANA 12% 5. PRIMAL WEAR 12% SUNGLASSES 1. OAKLEY 36% 2. RUDY PROJECT 8% 3. SMITH 7% 4. 100% 2% 5. SCOTT 2% CYCLE COMPUTER/GPS 1. GARMIN 38% 2. CAT EYE 15% 3. WAHOO 7% 4. BONTRAGER 7% 5. POLAR 4% CYCLING LIGHTS 1. CAT EYE 18% 2. BONTRAGER 15% 3. NITERIDER 13% 4. LEZYNE 7% 5. LIGHT & MOTION 6%
ISSUANCE AND CLOSING DATES COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Jan-20............................10/15/19.............................. 10/22/19........................ 12/5/19 Mar-20............................11/20/19.............................. 11/27/19........................ 1/16/20 Apr-20.............................12/27/19.................................. 1/6/20........................ 2/20/20 May-20..............................1/30/20.................................. 2/6/20........................ 3/26/20 Jun-20..............................2/28/20.................................. 3/6/20........................ 4/30/20 Jul-20...............................3/30/20.................................. 4/6/20.......................... 6/4/20 Aug-20..............................5/14/20................................ 5/21/20.......................... 7/9/20
COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Sep-20..............................6/12/20................................ 6/19/20........................ 8/13/20 Oct-20...............................7/27/20.................................. 8/3/20........................ 9/17/20 Nov-20..............................8/25/20.................................. 9/2/20...................... 10/29/20 2021 BG............................9/17/20................................ 9/24/20...................... 11/12/20 Jan-21............................10/13/20.............................. 10/20/20........................ 12/3/20 Feb-21...............................1/18/20.............................. 11/25/20........................ 1/14/21 Mar-21............................12/24/20.................................. 1/4/21........................ 2/18/21
2020 / media.hi-torque.com / 21
ROAD BIKE ACTION 2020 SURVEY BICYCLE PURCHASING Do you own a road bike? Yes ...............................90% No ................................10% How many road bikes do you own? 1 ..................................35% 2 ..................................27% 3 ..................................18% 4 ....................................9% 5+ ................................11% Do you own a time trial/ triathlon bike? Yes .................................9% No ................................91% Do you own a cyclocross bike/gravel bike? Both ..............................3% Cyclocross ......................7% Gravel...........................14% Neither .........................76% Do you own an e-bike? Yes .................................6% No ................................94% Do you own a mountain bike? Yes ...............................54% No ................................46% Do you plan on buying a mountain bike? Yes .................................8% Probably .........................6% Maybe ..........................14% No ................................64% Undecided ......................8% What frame material is your newest bike made of? Aluminum.....................26% Carbon fiber .................57% Steel...............................9% Titanium .........................8% What bike brands do you own? 3T...................................1% Alchemy .........................1% Allied ..............................2% 22 / 2020 / media.hi-torque.com
And ................................1% Argon 18 ........................1% Basso .............................1% Battaglin.........................1% BH ..................................1% Bianchi .........................10% BMC ...............................2% Boardman ......................1% Bulls ...............................1% Calfee .............................1% Cannondale ..................15% Canyon ...........................2% Carrera ...........................1% Casati .............................1% Cervelo ...........................5% Cipollini ..........................1% Colnago ..........................2% De Vinci ..........................1% De Rosa..........................1% Diamondback .................4% Factor .............................1% Felt ................................5% Fezzari............................1% Focus .............................1% Fondriest ........................1% Franco ............................1% Fuji .................................5% Giant ............................10% GT ..................................2% Independent Fab ............1% Jamis .............................3% Kestrel ............................1% KHS ................................1% Kona ...............................2% Kuota..............................2% LaPierre..........................2% Lauf................................1% Litespeed .......................3% Look ...............................2% Lynskey ..........................5% Marin..............................2% Masi ...............................2% Merckx ...........................2% Merlin .............................3% Moots .............................2% Motobecane ...................2% Neilpryde ........................1%
Niner ..............................1% Olmo ..............................1% Open ..............................2% Orbea ............................3% Pegoretti.........................1% Pinarello .........................3% Raleigh ...........................5% Ridley .............................1% Ritchey ...........................1% Sage...............................1% Salsa ..............................3% Sarto ..............................1% Scapin ............................1% Scott...............................6% Serotta ...........................2% Seven Cycles ..................1% Specialized ...................24% Storck ............................1% Time ..............................1% Torelli .............................1% Tommasini......................1% Trek ..............................28% Van Dessel .....................1% VeloVie ...........................1% Willier .............................1% Other ............................22% How much did your road bike cost? $7000+ ........................12% $5000-$6999...............13% $4000-$4999...............12% $3000-$3999.................8% $2500-$2999.................9% $2000-$2499.................7% $1500-$1999...............11% $1000-$1499.................9% $700-$999.....................7% $699 or less .................12% Where did you buy your newest road bike? Bike shop .....................60% Mail order .......................3% Dept store ......................2% Online/consumer direct 11% Used .............................17% Other ..............................7%
If you purchased your bike consumer/online, how did you assemble it? Myself ..........................54% A friend ........................13% Dealer recommened.......8% local dealer...................25% When did you purchase your bike? Jan-Mar .......................30% Apr-Jun ........................30% July-Sept......................19% Oct-Dec ........................21% What influenced the purchase of your bike? Test results in RBA .......21% Ads in RBA .....................6% Color ............................18% Weight ..........................27% Price.............................44% Dealer support..............21% Previous exp.................19% Dealer recommend.......14% Social media ..................2% Another website review ..8% Friends recommend .....11% Factory team results.......4% Other ............................15% What are your sources of infomration for purchasing a bike? Ads in RBA ...................26% Edit in RBA ...................29% roadbikeaction.com......20% Bicycle catalogs ...........15% Other mags ..................15% Bike shop .....................36% Friends .........................28% Internet sties ................40% Amazon ..........................3% Instagram .......................3% Facebook........................3% Other ............................15% Do you plan to buy a road bike in the next 12 months? Yes ...............................14% Probably .......................12% Maybe ..........................22% No ................................38% Undecided ....................14%
What types are you considering? Road.............................57% Commuter ......................6% Cyclocross ......................5% E-bike ............................7% Gravel...........................24% Tandem ..........................4% Time Trial........................3% Touring ...........................6% Track ..............................1% Triathlon .........................4% Undecided ....................13% What frame material will your next bike be made of? Aluminum.......................9% Carbon Fiber.................51% Steel...............................4% Titanium .........................8% Undecided ....................28% What brand of road bike do you plan to buy next? 3T...................................3% Alchemy .........................2% Allied ..............................3% And ................................1% Argon 18 ........................3% Basso .............................3% Battablin .........................1% BH ..................................3% Bianchi .........................30% BMC ...............................8% Boardman ......................2% Bulls ...............................1% Calfee .............................2% Cannondale ..................23% Canyon .........................15% Carrera ...........................2% Casati .............................1% Cervelo .........................13% Cipollini ..........................4% Colnago ..........................9% De Vinci ..........................2% De Rosa..........................1% Diamondback .................3% Factor .............................2%
Felt ................................5% Fezzari............................1% Focus .............................5% Fondriest ........................1% Franco ............................1% Fuji .................................5% Giant ............................14% GT ..................................2% Independent Fab ............1% Jamis .............................2% Kestrel ............................2% KHS ................................1% Kona ...............................3% Kuota..............................1% LaPierre..........................2% Lauf................................2% Litespeed .....................11% Look ...............................8% Lynskey ..........................2% Marin..............................2% Masi ...............................2% Merckx ...........................2% Merlin .............................2% Moots .............................3% Motobecane ...................1% Neilpryde ........................1% Niner ..............................3% Open ..............................2% Orbea ............................7% Pegoretti.........................2% Pinarello .......................12% Raleigh ...........................3% Ridley .............................3% Ritchey ...........................4% Sage...............................4% Salsa ..............................3% Sarto ..............................4% Scapin ............................4% Scott...............................7% Serotta ...........................4% Seven Cycles ..................2% Specialized ...................29% Storck ............................4% Time ..............................2% Torelli .............................4% Tommasini......................2% Trek ..............................28%
Van Dessel .....................4% VeloVie ...........................4% Willier .............................5% Other ............................16% Where do you plan on buying your next road bike? Bike shop .....................48% Mail-order ......................2% Dept store ......................1% Online/consumer direct ..9% Used ...............................8% Other ..............................1% Undecided ....................31% How much do you plan to spend? $7000+ ........................11% $5000-$6999...............17% $4000-$4999...............16% $3000-$3999...............17% $2500-$2999.................9% $2000-$2499.................7% $1500-$1999.................9% $1000-$1499.................6% $700-$999.....................4% $699 or less ...................5% 22. Will your next road bike have disc brakes? ............... Yes ...............................75% No ................................25% When you're looking to buy, what source do you trust the most to give you accurate info on new bikes and equipment on the market? Edit in tests in RBA .......53% Manufacturers site .........9% Manufacturers social media 3% YouTube videos.............14% Facebook or Google........1% Internet influencers ........4% Twitter ............................1% Pro Rider endorse...........2% Brand ambassadors .......1% Another mag or site......12%
PARTS AND ACCESSORIES What is your source of information for purchasing bicycle parts? Ads in RBA ...................25% Editorial in RBA and RBA.com ............50% Bicycle Catalogs ...........14% Other mags ..................14% Bike shop .....................39% Friends .........................26% Internet sites ................37% Amazon ........................10% Instagram .......................2% Facebook........................4% Other ..............................9% Where do you buy your bicycle parts? Ad in RBA .....................14% RBA social media or site.7% Bike shop .....................64% Online/consumer direct 41% Pedal co mail order ........5% Sporting store.................7% Amazon ........................22% Instagram .......................1% Facebook........................4% other ..............................8% What style tires do you use? Clincher ........................52% Tubular .........................25% Tubeless .......................23% How many tires do you purchase a year 1 ..................................14% 2 ..................................37% 3 ....................................8% 4 ..................................20% 5 ....................................7% 6 ....................................5% 7+ ..................................9% 2020 / media.hi-torque.com / 23
ROAD BIKE ACTION 2020 SURVEY What brand(s) of tires have your purchased for your bike? Bontrager .....................20% Challenge .......................2% Continental ...................54% CST ................................1% Donnelley .......................2% Hutchinson ...................10% IRC .................................1% Kenda.............................8% Mavic .............................7% Maxxis............................9% Michelin .......................16% Panaracer .......................5% Ritchey ...........................1% Schwalbe .....................14% Serfas.............................1% Specialized ...................16% Tufo ................................1% Vittoria..........................19% Vee .................................1% Vredestein ......................3% WTB ...............................4% Zipp ................................2% None ..............................4% Other ..............................9% Have you purchased new handlebars? If yes, what brand? 3T...................................8% Ax Lightness...................1% Bontrager .......................3% Cinelli .............................2% Deda Elemente ...............3% Easton ............................7% Enve ..............................1% FSA ................................7% Fizik................................2% HED ................................1% Lightweight ....................1% ITM.................................1% Oval ................................1% Pro .................................1% Profile.............................1% Ritchey ...........................3% Salsa ..............................1% Specialized .....................4% Syncros ..........................1% Syntace ..........................0% Zipp ................................2% None ............................50% Other ..............................7% 24 / 2020 / media.hi-torque.com
Have you purchased a new stem? If yes, what brand? 3T...................................5% Bontrager .......................7% Cinelli .............................2% Deda Elemente ...............5% Easton ............................3% Enve ..............................2% Fizik................................2% FSA ................................5% HED ................................1% ITM.................................1% Kore ...............................1% Pro .................................1% Profile.............................1% Ritchey ...........................5% Salsa ..............................1% Specialized .....................5% Syncros ..........................1% Syntace ..........................1% Thomson ........................1% Vision .............................1% WTB ...............................1% Zipp ................................3% None ............................49% Other ..............................5% Have you purchased new wheels? If yes, what brand? 3T...................................1% Alto.................................1% Bontrager .....................10% Boyd...............................2% Campagnolo ...................5% DT Swiss ........................4% Easton ............................3% Enve ...............................2% Fast Forward ..................1% FSA ................................1% Fulcrum ..........................3% HED ................................3% IRT..................................2% Kappius ..........................1% Knight.............................1% Lightweight ....................1%
Mavic ...........................14% Mercury..........................1% Miche .............................1% Novatec ..........................1% Profile.............................1% Pro-Lite ..........................1% Reynolds ........................3% Ritchey ...........................1% ROL ................................1% Rolf.................................1% Roval ..............................2% Shimano .........................7% Spinergy .........................1% Stans ..............................1% Syncros ..........................1% Vision .............................1% Vuelta .............................1% Williams .........................1% Zipp ................................6% None ............................32% Other ............................10% How many pairs of wheels do you own? 1 ..................................32% 2 ..................................29% 3 ..................................15% 4 ....................................9% 5+ ................................15% Have you purchased new cranks? If yes, what brand? Campagnolo ...................7% Cannondale ....................2% FSA ................................7% Powerlight ......................1% Powercranks ..................1% Rotor ..............................1% Shimano .......................22% SRAM .............................8% Specialized .....................3% Truvativ ..........................1% Vision .............................1% None ............................48% Other ..............................4%
Have you purchased new pedals? If yes what brand? Campagnolo ...................1% Crank Brothers ...............4% Exustar ...........................1% Garmin ...........................2% Look .............................20% Mavic .............................1% Ritchey ...........................1% Serfas.............................0% Shimano .......................32% Speedplay ....................13% Time ..............................3% VP...................................2% Wellgo ............................1% Xpedo .............................2% Other ............................10% None ............................19% Have you purchased a new saddle? If yes, what brand? Astute.............................1% Bontrager .......................6% Brooks............................3% Ergon .............................1% Fabric .............................2% Fizik..............................16% Koobi ..............................1% ISM.................................2% Pro .................................1% Prologo ...........................2% Ritchey ...........................1% Sage...............................1% SDG ................................1% Selle Italia.....................10% Selle Repente .................1% Selle Royal .....................1% Selle San Marco .............4% Selle SMP .......................9% Specialized ...................12% Terry ...............................2% Tioga ..............................1% Velo ................................1% WTB ...............................2% None ............................28% Other ..............................8%
Have you purchased a seatpost? If yes, what brand? 3T...................................4% Bontrager .......................2% Deda ..............................3% Easton ............................3% ENVE ..............................1% Fizik................................4% FSA ................................4% Kinekt .............................1% Kore ...............................1% Miche .............................1% PRO ................................1% Profile.............................1% Race Face ......................1% Ritchey ...........................4% Stelle Italia .....................1% Specialized .....................3% Syntace ..........................1% Thomson ........................7% USE ................................1% Zipp ................................2% None ............................58% Other ..............................7% Have you purchased a new chain? If yes, what brand? Campagnolo ...................7% Connex ...........................2% FSA ................................1% KMC .............................16% Miche .............................1% Rohloff............................1% Shimano .......................38% SRAM ...........................14% Wippermann ..................1% None ............................25% Other ..............................2% Have you purchased a heart rate moniter? If yes, what brand? CatEye ............................1% Garmin .........................29% Magellan ........................1% Niterider .........................1% Pioneer ...........................1%
Polar...............................7% Sigma.............................1% Soleus ............................1% Specialized .....................1% Suunto............................1% Timex .............................1% Trek ................................1% VDO ................................1% Wahoo ..........................12% None ............................49% Have your purchased a power meter? If yes, what brand? 4iiii .................................1% Ergomo ..........................1% Feedback .......................1% Garmin ...........................7% I-Bike .............................1% Look ...............................2% Quarq .............................1% Pioneer ...........................1% Polar...............................1% Powertap ........................2% Power2Max ....................1% Rotor ..............................1% Shimano .........................4% Sigma.............................1% SRAM .............................2% SRM ...............................1% Stages ............................6% Xpedo .............................0% Other ..............................2% None ............................76% Do you download and save your workouts to a computer? Yes ..............................46% No ................................54% Do you plan to purchase an indoor trainer, what price range are you looking in? $300+ ..........................19% $150-$299...................11% Under $150 ....................6% Not planning to buy one64%
If you use nutritional supplements, what brand? Bonk Breakers................2% Champion Nutrition ........1% Clif Bar .........................21% Cytosport ........................3% First Endurance ..............2% Fluid ...............................3% FRS ................................1% Gatorade ........................9% GQ6 ................................1% GU ..................................9% Hammer .........................9% Honey Stinger.................6% Jelly Belly .......................2% Kind Bar .........................3% Infinit ..............................1% Nuun ..............................6% Osmo .............................1% Powerbar........................7% Pro Bar ...........................2% Saltstick .........................2% Skratch Labs ..................6% Zipvit ..............................1% Other ............................11% None ............................23% On average, how much do you spend on bicycle parts a year? $2500+ ..........................5% $2000-$2499.................3% $1500-$1999.................5% $1000-$1400...............13% $500-$999...................27% Less than $500 ............47% What brand of bar tape have you purchased? Arundel...........................2% Bontrager .....................13% Brooks............................2% Cinelli ...........................14% Deda ..............................4% ESI..................................1% Fizik..............................19% Fouriers ..........................1% Lizard Skins..................23% ODI .................................1% PRO ................................2%
Profile Design .................4% Red Monkey ...................1% Salsa ..............................2% Serfas.............................1% Specialized ...................15% Supacaz .........................2% Syncros ..........................1% Zevlin .............................1% None ...........................23% Other ............................15% BIKE APPAREL On average, how much do you spend on bicycling apparel a year? $1000+ ..........................3% $750-$999...................10% $500-$749...................20% Under $500 ..................67% What is your main source of information for purchasing bicycling apparel? Ads in RBA ...................19% Editorial in RBA and RBA. com ..............................35% Bike catalogs................16% Other mags ..................12% Bike shop .....................34% Friends .........................22% Internet.........................45% Amazon ........................10% Instagram .......................4% Facebook........................3% Other ............................13% Where do you buy the majority of your bicycling apparel? Ads in RBA .....................7% RBA social media or site.5% Bike shop .....................54% Online/consumer direct 52% Pedal co ........................8% Sporting goods store ......9% Amazon ........................14% Instagram .......................1% Facebook........................2% Other ............................12% 2020 / media.hi-torque.com / 25
ROAD BIKE ACTION 2020 SURVEY What brand(s) of helmet do you own? 6D ..................................1% Bell ...............................21% Bern ...............................1% Bontrager .....................12% Cannondale ....................6% Catlike ............................2% Cratoni ...........................1% Giro ..............................42% Kali .................................1% Kask ...............................1% LAS ................................1% Lazer ..............................7% Lem................................2% Limar..............................1% Louis Garneau ................4% Mavic .............................2% Met.................................2% NOW...............................1% POC ................................2% Rudy Project ...................2% Scott...............................2% SH Plus...........................1% Smith .............................4% Specialized ...................17% Uvex ...............................2% Other ............................15% What brand(s) of cycling shoes do you own? Bont ...............................2% Bontrager .......................9% Carnac............................1% Diadora ..........................5% DMT ...............................1% Exustar ...........................1% Fizik................................5% Gaerne ...........................3% Giro ................................8% Lake ...............................4% Louis Garneau ................5% Mavic .............................3% Northwave......................2% Pearl Izumi .....................7% Performance...................1% Rocket 7 .........................1% 26 / 2020 / media.hi-torque.com
Scott...............................2% Shimano .......................25% Sidi ...............................26% Specialized ...................19% Vittoria............................1% Other ............................18% Do you wear cycling shorts or bibs? Shorts ..........................48% Bibs ..............................52% What brand? 2XU ................................2% Ale..................................2% Assos .............................5% Bontrager .....................11% Bellwether ......................3% Cannondale ....................7% Capo ..............................3% Castelli .........................21% Club Ride .......................1% DeMarchi........................3% Descente ........................3% Eliel ................................1% Endo ...............................2% Endura............................5% Fav pro team ..................1% Giordana.........................8% Gore ...............................4% Hind ...............................1% Hincapie .........................3% Ibex ................................1% Louis Garneau ..............15% Nalini ..............................2% Pactimo ..........................3% Pearl Izumi ...................30% Performance...................8% Per team affiliation .........2% Primal Wear....................3% Santini ............................4% Scott...............................2% Specialized .....................6% Sugoi ..............................4% Twin 6 ...........................1% Voler ...............................4% Other ............................28%
What brand(s) of cycling jerseys do you own? 2XU ................................1% Ale..................................2% Assos .............................4% Bellwether ......................3% Biemme..........................1% Bontrager .......................8% Cannondale ....................5% Capo...............................4% Castelli .........................20% Club Ride .......................4% Descente ........................2% Eliel ................................1% Endo ...............................1% Endura............................2% Fav pro team ..................2% Giordana.......................12% Gore ...............................4% Hind ...............................1% Ibex ................................1% Louis Garneau ..............13% Morvelo ..........................1% Nalini ..............................2% Pactimo ..........................6% Pearl Izumi ...................26% Performance...................8% Per team affiliation .........3% Primal Wear..................12% Santini ............................4% Scott...............................2% Specialized ...................10% Sugoi ..............................5% Twin 6 ...........................2% Verge..............................1% Voler .............................11% Other ............................25% None ............................13% What brand(s) of sunglassess do you own? 100% .............................2% Arnette ...........................1% Dragon ...........................1% Dual ...............................2% Eyewear .........................1% Lazer ..............................1% Native.............................2% Oakley ..........................36% Optic Nerve ....................1%
POC ................................1% Rudy Project ...................8% Ryders ............................2% Scott...............................2% Serfas.............................1% SH+................................1% Smith .............................7% Spy .................................1% Tifosi ............................14% Other ............................39% BICYCLE ACCESSORIES On average, how much do you spend on bicycle accessories a year? $2500+ ..........................1% $2000-$2499.................4% $1500-$1999.................3% $1000-$1400.................6% $500-$999...................18% $250-$499...................29% Less than $250 ............39% What is your main source of information for purchasing bicycle accessories? Ads in RBA ...................29% Editorial in RBA or RBA.com 48% Bicycle Catalogs ...........16% Other mags ..................12% Bike shop .....................44% Friends .........................21% Internet sites ................45% Amazon ........................17% Instagram .......................3% Facebook........................3% Other ..............................9% Where do you buy your bicycle accessories? Ads in RBA .....................8% RBA social media or site.5% Bike shop .....................64% Online/consumer direct 49% Pedal co ........................7% Sporting goods store ....13% Amazon ........................24% Instagram .......................1% Facebook........................2% Other ..............................9%
If you own a cycle computer/GPS, which brand(s) do you own? Blackburn .......................1% Bontrager .......................7% Bryton ............................2% Cat Eye .........................15% Garmin .........................38% Lezyne............................2% Magellan ........................1% Planet Bike .....................1% Polar...............................4% Powertap ........................1% Sigma.............................3% Shimano .........................2% Specialized .....................2% Topeak ...........................1% Wahoo ............................7% Other ..............................6% None ............................26% If you own bicycle lights, which brand(s) do you own? Blackburn .......................5% Bontrager .....................15% Cat Eye .........................18% CygoLite .........................6% Ethos Components .........1% Fabric .............................1% Jet ..................................1% Knog...............................3% Kryptonite.......................2% Lezyne............................7% Light & Motion ................6% Nite Ize ...........................1% Niterider .......................13% PDW ...............................1% Planet Bike .....................3% Serfas.............................4% Sigma.............................1% Specialized .....................3% SSB ................................1% Supernova ......................1% Turbo Cat........................1% VistaLite .........................1% None ............................16% Other ............................19% Do you use strava? Yes ...............................39% No ................................61%
Do you use a personal cycling coach? Yes .................................5% No ................................95% If you own a POV camera, which brand(s) do you own? Garmin ...........................2% GoPro ...........................17% Shimano .........................1% Sony ...............................2% None ............................72% Other ..............................6% ABOUT YOU How often do you buy road bike action magazine? Subscriber ....................52% 1-4 issues/yr ................14% 5-9 issues/yr ..................8% Website only.................26% How long have you been reading RBA? Less than 1 yr ..............28% 1-2 years .....................16% 2-3 years .......................7% 3+ years ......................51% How many people other than yourself look through your copy of Road Bike Action? 1 ..................................20% 2 ..................................17% 3 ....................................8% 4 ....................................2% 5 ....................................4% 6+ ..................................3% None ............................46% What is your gender? Male .............................90% Female .........................10% What is your age? Under 18 ........................2% 18-24 .............................3% 25-34 ...........................15% 35-44 ...........................16% 45-54 ...........................26% 55+ ..............................38% What is you total yearly household income? 200k+ ..........................15% $150k-$200k ...............12%
$120k-$149k ...............12% $90k-$119k .................16% $70k-$89k ...................11% $50k-$69k ...................12% $30k-$49k ...................13% Under $30k ....................9% If you are over 18, what is your level of education? High school grad ..........23% Attending college............5% College grad .................43% Postgraduate ...............29% Do you compete in sanctioned road bike races? Yes ...............................17% No ................................83% What type of races/events do you compete in? Criterium ......................10% Cyclocross ......................6% Gran Fondo...................29% Gravel...........................14% Road.............................54% Time Trail........................8% Triathlon .......................12% Track ..............................4% What class do you compete in? Cat 1 ..............................5% Cat 2 ..............................8% Cat 3 ..............................6% Cat 4 ..............................7% Cat 5 ..............................8% Masters ........................23% Public ...........................43% How often do you race a year? 1-5 times .....................83% 6-14 times ...................12% 15-24 times ...................3% 25+ ................................2% Are you a member of USA cycling? Yes ...............................12% No ................................88% How many miles do you ride per month? Under 50 ........................8% 50-100 .........................16% 100-150 .......................12%
150-200 .......................13% 200-250 .........................9% 250-300 .......................10% 300-400 .......................13% 400-500 .......................19% How many other members of your family also ride road bikes? 0 ..................................30% 1 ..................................49% 2 ..................................13% 3 ....................................5% 4+ ..................................2% Have you ever taken a cycling vacation? Yes ..............................33% No ................................41% Plan to ..........................26% Are you knowledgeable enough to work on your bikes yourself? Yes ...............................48% Somewhat ....................39% No ................................13% How much of the maintenance/repairs/ upgrades are done by you? 100% ...........................18% 75-99%........................22% 50-74%........................17% 25-49%........................19% Less than 25% .............24% What other vehicles do you own? BMX bike........................8% Electric Bike ...................5% Gravel Bike ...................25% Off road moto .................8% UTV ................................3% ATV .................................5% What other sports/activites do you participate in? BMX ..............................3% Motocycle riding ...........14% Rock climbing ................8% Running........................33% UTVing............................2% ATVing ............................5% 2020 / media.hi-torque.com / 27
DIRT WHEELS COVERS ALL AREAS OF THE ATV/UTV WORLD We target the racer, project builder, hunter, rancher, adventurer, sand enthusiast, explorer, and just plain old ”down in the dirt fun” off-roaders. Enthusiasts look to DIRT WHEELS to give them access and information on the right products to buy,
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HONDA TALON X vs. R: REALLY TOUGH CHOICE CCC
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30 37%
GROUP TOTALS
25
GROUP TOTALS
4%
GROUP TOTALS
$5.99 Attn. Retailer: Please display until Oct. 3
20
GROUP TOTALS
31%
FACEBO
FACEBOOKWEBSITE MEDIAN MEDIAN AGE: 29 AGE: 41 GROUP TOTALS
35
YFZ450 HOP-UP: ULTIMATE 30 SURVIVOR dirtwheelsmag.com
24%
25
GROUP TOTALS
www.dirtwheelsmag.com
25%
UTV SURPRISE:
GROUP TOTALS
DIRT WHEELS •
PROJECT RZR:
17% 9%
10 5 0
1% 13 - 17
18 - 24
AGE
GROUP DEMOGRAP
Dirt Wheels is the longest running ATV magazine for a reason. It has kept up with the sport and everything that goes along with it. From its awesome Photography to its product reviews it has been second to none
QUICK FACTS 97%OWN A UTV OR ATV TO BUY A NEW UTV OR ATV IN THE NEXT YEAR 72%PLAN THREE OR MORE FAMILY MEMBERS RIDE/DRIVE WITH THEM 50%SAY CITE DIRT WHEELS AS THEIR #1 MOST-TRUSTED INFLUENCER WHEN 77% PURCHASING NEW UTVS OR ATVS THIS IS THE BEST 4 WHEELER MAGAZINE OF ALL TIME, HANDS DOWN. FROM THE SHOOTOUTS TO THE NEW PRODUCT REVIEWS, AND TO THE KILLER PICTURES SUBMITTED, I WOULDN’T BUY ANYTHING ELSE. THANKS, DIRT WHEELS MAGAZINE. KEEP UP THE GOOD WORK!” JENN C., FACEBOOK REVIEW, DIRT WHEELS READER
YOUTUBEINSTAGRAM MEDIAN AGE: 28 MEDIAN AGE: 27 GROUP TOTALS
30 25
16%
20 15
7%
7% 2% 4525- 54 - 34
5535- 64 - 44
1% 65 45 +- 54
000 50,000
INSTAGRAM PHICS FOLLOWERS
10
6% 5 2%
55 - 64
0
AGE
FACEBOOK FOLLOWERS
AN AGE: 32 AGE: 28 OOK MEDIAN 35%
6513-17 +
GROUP TOTALS
30 25
15%
3% 4525- 54 - 34
20
5535- 64 - 44
15
8% 1% 65 45 +- 54
00 250,000
INSTAGRAM FOLLOWERS PHICS
10
3%
5
55 - 64
36%
34%
16% 10%
6%
15% 3%
6% 1%
25 - 34 1835 - 44 2545 - 54 3555 - 64 45 -6554+ 13-17 - 24 - 34 - 44
2%
1%
55 - 64
65 +
AGE 22,000,000 230,000
GROUP GROUP DEMOGRAPHICS DEMOGRAPHICS
0
FACEBOOK FOLLOWERS
1%2%
6513-17 +
AGE
40 35 30 22% 25 20 15 10 5 0 18 - 24
35%
3%
GROUP DEMOGRAPHICS
35 - 44
AGE 1,000,000 45,000
10
1%
1%
55 - 64
65 +
YOUTUBE INSTAGRAM FOLLOWERS VEWS
2%
1%
55 - 64
65 +
18,000,000
15
9% 1%
45 - 54
YOUTUBE VEWS
22%
20
25 - 34 1835 - 44 2545 - 54 3555 - 64 45 -6554+ 13-17 - 24 - 34 - 44
25
25 - 34
24%
25
20%
GROUP GROUP DEMOGRAPHICS DEMOGRAPHICS
18 - 24
33%
30
more than 20 Million impressions in33% 2020, and represent great 35 29% 30 marketing opportunities to showcase your products. ROUP TOTALS
13-17
35
36%
5%
6%
6%
YOUTUBE MEDIAN AGE: 28
25% 28% 12%
34%
15%
AGE
YOUTUBE INSTAGRAM VEWS FOLLOWERS
DIRT WHEELS’s Social Media sites are robust and growing. Our
5 0
12% 4%
4% 13-17
AGE
18 - 24
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
55 - 64
3,000,000
1% 65 +
YOUTUBE VEWS
DIRT WHEELS’s Video segment hits viewers on YouTube, IGTV, Facebook. The DIRT WHEELS YouTube page will have 50,000+ subscribers in 2020, and will generate over 3 Million views.
18%
20 15 10
36%
DIRT BIKE
MEDIAN AGE: ?? AN AGE: over ? 300,000 FacebookYOUTUBE and Instagram followers will generate
7%
YOUTUBE MEDIAN AGE: 29 40 35 30 25 20 15 10 5 0
INSTAGRAM AGE: 29 YOUTUBE MEDIAN AGE:MEDIAN 31 35
18%
33%
GROUP TOTALS
22%
40 31% 35 30 25 20 15 10 5 0 18 - 24
GROUP TOTALS
35
GROUP TOTALS
30%
GROUP TOTALS
AN AGE: 27 AGE: 33 OOK MEDIAN
6%
10% 4%
2020 / media.hi-torque.com / 23
DIRT WHEELS READER SURVEY READERS
Gender? MALE 97%
Household Do you How many ATVs income? own an ATV? do you own? $92,000 YES 92% Average 2.7
Do you own a UTV? YES 50%
How many of your family How many UTVs do you own? members ride/drive with you? THREE OR MORE 50% Average 1.5
ATV BRANDS CURRENTLY OWNED 1. HONDA ......................43% 2. YAMAHA ...................39% 3. POLARIS ...................24%
4. BOMBARDIER/ CAN-AM....................14% 5. SUZUKI .....................13%
ATV BUYING PLANS
Probably buying in next 12 months? YES 52%
BRANDS CONSIDERING 1. HONDA ....... 35% 2. YAMAHA .... 30% 3. BOMBARDIER/ CAN-AM..... 21%
4. 5. 6. 7.
POLARIS .... 21% SUZUKI ...... 10% KAWASAKI ... 9% ARCTIC CAT/ TEXTRON...... 4%
TYPE 1. UTILITY 51%
2. SPORT 49%
UTV BRANDS CURRENTLY OWNED
1. POLARIS .... 52% 2. BOMBARDIER/ CAN-AM .... 15% 3. YAMAHA .... 11%
4. HONDA ...... 11% 5. KAWASAKI... 7% 6. ARCTIC CAT/ TEXTRON ..... 2%
UTV BUYING PLANS
Probably buying in next 12 months? YES 40%
BRANDS CONSIDERING
1. POLARIS .... 33% 2. HONDA ...... 29% 3. BOMBARDIER/ CAN-AM .... 25%
TYPE
1. SPORT 56% 24 / 2020 / media.hi-torque.com
4. YAMAHA .... 14% ARCTIC CAT/ TEXTRON ... 14% 5. KAWASAKI... 6% 6. CF MOTO ..... 5% 2. UTILITY 44%
6. KAWASAKI ..................9% 7. ARCTIC CAT/ TEXTRON.....................5%
DIRT WHEELS IS THE LONGEST RUNNING ATV MAGAZINE FOR A REASON. IT HAS KEPT UP WITH THE SPORT AND EVERYTHING THAT GOES ALONG WITH IT. FROM ITS AWESOME PHOTOGRAPHY TO ITS PRODUCT REVIEWS IT HAS BEEN SECOND TO NONE” DAN A. FACEBOOK REVIEW..DIRT WHEELS READER
MAIN INFLUENCES
MOST TRUSTED SOURCE FOR INFORMATION ON ALL PURCHASES? DIRT WHEELS Magazine 67%
PURCHASING ATVs/UTVs 1. DIRT WHEELS MAGAZINE 77% 2. PREVIOUS EXPERIENCE 50% 3. PRICE 39%
PURCHASING PARTS AND ACCESSORIES 1. 2. 3. 4.
DIRT WHEELS EDITORIAL 60% ADS IN DIRT WHEELS 55% INTERNET WEBSITES 49% FRIENDS 42%
TOP THREE BRANDS OWNED BY CATEGORY EXHAUST PIPE
5. FMF 34% 6. HMF 22% 7. YOSHIMURA 16%
ATV HANDLEBAR
WHEELS
1. ITP 35% 2. DWT/DOUGLAS 27% 3. STI 14%
BRAKE PADS
1. PRO TAPER 35% 2. RENTHAL 29% 3. FASST/FLEX 10%
1. EBC 49% 2. TUSK 12% 3. DP 6%
ATV SPROCKET
NERF BARS
1. RENTHAL 27% 2. SUNSTAR 18% 3. JT 14%
1. PRO ARMOR 16% 2. DG 13% 3. AC 11%
ATV CHAIN
OIL
1. D.I.D. 44% 2. RENTHAL 20% 3. RK 11%
ATV GRIPS
1. PRO TAPER 26% 2. SCOTT 24% 3. ODI 20%
AIR FILTER
1. K&N 60% 2. UNI FILTER 41% 3. TWIN AIR 21%
TIRES 1. 2. 3. 4.
MAXXIS 44% ITP 42% KENDA 22% GREENBALL 17%
1. POLARIS 25% 2. AMSOIL 22% 3. HONDALINE 22%
COOLANT
1. ENGINE ICE 25% 2. HONDALINE 11% 3. AMSOIL 7%
SUSPENSION ARMS 1. HIGH LIFTER 5% 2. SUPER ATV 5% 3. LONESTAR 4%
UTV ROLL CAGE
1. LONESTAR 2% 2. CT RACEWORKS 2% 3. WELLER 2%
UTV BELT
1. GATES 19% 2. DAYCO 10% 3. EPI 5%
UTV MIRRORS
1. SEIZMIK 10% 2. TUSK 7% 3. PRO ARMOR 5%
UTV DOORS
1. FACTORY UTV 13% 2. PRO ARMOR 8% 3. ASSAULT 2%
UTV HARNESSES
1. PRO ARMOR 7% 2. PRP 6% 3. DRAGONFIRE 4%
UTV SEATS
1. PRP 6% 2. BEARD 2% 3. MASTERCRAFT 2%
UTV SHOCKS/SPRINGS COMMUNICATION 1. FOX 11% SYSTEM 2. ELKA 10% 3. WALKER EVANS 3%
1. RUGGED RADIOS 14% 2. CARDO 3% 3. PCI 3%
HELMET 1. HJC 32% 2. FOX 26% 3. BELL 25%
GOGGLE 1. SCOTT 47% 2. FOX 29% 3. OAKLEY 25%
GLOVES 1. FOX 46% 2. O’NEAL 24% 3. MECHANIX WEAR 18%
BOOTS 1. FOX 31% 2. O’NEAL 22% 3. ALPINESTARS 21%
RIDING APPAREL 1. FOX 36% 2. O’NEAL 18% 3. THOR 16%
CHEST PROTECTOR 1. FOX 18% 2. O’NEAL 6% 3. THOR 6%
DRIVING SUIT 1. ALPINESTARS 2% 2. SIMPSON 2% 3. KLIM 1%
ISSUANCE AND CLOSING DATES COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Jan-20............................10/10/19.............................. 10/17/19........................ 12/5/19 Feb-20...............................11/6/19.............................. 11/13/19.......................... 1/9/20 Mar-20............................12/11/19.............................. 12/18/19.......................... 2/6/20 Apr-20...............................1/14/20................................ 1/21/20.......................... 3/5/20 May-20................................2/1/20................................ 2/19/20.......................... 4/9/20 Jun-20..............................3/13/20................................ 3/20/20.......................... 5/7/20 Jul-20...............................4/10/20................................ 4/17/20.......................... 6/4/20 Aug-20................................5/8/20................................ 5/15/20.......................... 7/2/20
COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Sep-20................................6/9/20................................ 6/16/20.......................... 8/6/20 Oct-20.................................7/8/20................................ 7/15/20.......................... 9/3/20 Nov-20................................8/5/20................................ 8/12/20........................ 10/1/20 Dec-20..............................9/11/20................................ 9/18/20........................ 11/5/20 Jan-21..............................10/8/20.............................. 10/15/20........................ 12/3/20 Feb-21...............................11/4/20.............................. 11/11/20.......................... 1/7/21 Mar-21..............................12/9/20.............................. 12/16/20.......................... 2/4/21
2020 / media.hi-torque.com / 25
DIRT WHEELS 2020 SURVEY VEHICLE OWNERSHIP How often do you buy dirt wheels magazine?
I-4 issues a year...........12% 5-8- issues a yea r .........5% 9-12 issues a year .........5% Subscribe .....................70% Web Only ........................8%
How long have you been reading dirt wheels?
Less than 1 yr ..............10% 1-2 years .......................6% 2-3 years .......................7% 3-4 years .......................5% 4-9 years .....................20% 10+ years ....................52%
How many people besides yourself look through your copy of dirt wheels? None ............................17% 1 ..................................24% 2 ..................................22% 3 ..................................24% 4 ....................................6% 5 ....................................3% 6+ ..................................4%
Do you own an ATV?
Yes ...............................92% No ..................................8%
What ATV brands do you own? Apex ...............................1% Arctic Cat/Textron ...........5% Bombardier/Can-Am ....14% CF Moto..........................1% E-Ton..............................1% Hisun ..............................2% Honda...........................43% Kawasaki .......................9% Kayo ...............................0% KTM ...............................2% Kymco ............................1% ODES..............................1% Other ..............................3% Polaris ..........................24% SSR ................................1% Suzuki ..........................13% Yamaha ........................39%
What type is your newest ATV?
Sport ............................50% Utility ............................50%
What engine type is your newest ATV?
2-stroke .........................5% 4-stroke .......................95%
How many ATV's do you own?
What size is your newest ATV?
What year is your newest ATV?
0-90cc ...........................2% 100-250cc .....................7% 251-450cc ...................27% 451-699cc ...................25% 700+cc ........................39%
1 ..................................37% 2 ..................................23% 3 ..................................14% 4+ ................................26% 2019 ..............................6% 2018 ..............................8% 2017 ..............................6% 2016 ..............................7% 2015 ..............................4% 2014 ..............................3% 2013 ..............................3% 2012 or ealier...............63% 18 / 2020 / media.hi-torque.com
Do you plan to buy an ATV in the next 12 months?
Yes .................................6% Probably .......................12% Maybe ..........................34% No ................................48%
Which brands are you considering?
Apex ...............................1% Arctic Cat/Textron ...........4% Can-Am/Bombardier ....21% CFMoto...........................2% E-Ton..............................1% Hisun ..............................2% Honda...........................35% Kawasaki .......................9% Kayo ...............................0% Kymco ............................2% ODES..............................1% Polaris ..........................21% Suzuki ..........................10% Yamaha ........................30% Other ..............................2% Undecided ....................13%
What year is your newest UTV? 2019 ............................14% 2018 ............................18% 2017 ............................17% 2016 ............................18% 2015 ............................15% 2014 ..............................9% 2013 ..............................1% 2012 or ealier.................8%
What UTV brands do you own?
1 ..................................79% 2 ..................................18% 3 ....................................3% 4+ ..................................0%
Artic Cat/Textron.............2% Big Dog ..........................0% Can-Am/Bombardier ....15% CFMoto...........................1% Cub Cadet ......................0% E-Ton..............................0% Hisun ..............................1% Honda...........................11% Intimidator ......................0% John Deere.....................2% Joyner ............................0% Kawasaki .......................7% Kubota............................0% Kymco ............................1% Massimo ........................0% ODES..............................1% Polaris ..........................52% SSR ................................1% Yamaha ........................11% Other ..............................2%
1 ....................................3% 2 ..................................66% 3 ..................................12% 4 ..................................13% 5 ....................................6% 6 ....................................0%
Yes .................................6% Probably .........................7% Maybe ..........................27% No ................................60%
What type will you buy?
Sport ............................49% Utility ...........................51%
What size will you buy?
0-90cc ...........................2% 100-250cc .....................5% 251-450cc ...................27% 451-699cc ...................22% 700+cc ........................44%
Do you own a UTV?
Yes ...............................50% No ................................50%
How many UTV's do you own?
How many seats does your UTV have?
Do you plan to buy a UTV in the next 12 months?
Which brands are you considering? Arctic Cat/Textron .........14% Big Dog ..........................1% Can-Am/Bombardier ....25% CFMoto...........................4% Cub Cadet ......................1% E-Ton..............................0% Hisun ..............................1% Honda...........................29% Intimidator ......................0% John Deere.....................1% Joyner ............................0% Kawasaki .......................6% Kudota............................2% Kymco ............................0% Massimo ........................2% ODES..............................0% Polaris ..........................33% SSR ................................1% Yamaha ........................14% Other ..............................0% Undecided ....................16%
What type will you buy?
Sport ............................56% Utility ...........................44%
Which of these factors influenced you most when you bought your ATV/ UTV?
DW test ........................57% DW website content .....14% DW social media ............6% Price.............................39% Social media ..................5% Showroom avail .............9% Local dealer..................24% Factory contingency ......1% Factory race team results3% Another website review ..5% Previous exp.................50% Friend's recommend ....25% Parent's recommend ......3%
Do you influence your friends on what ATV/UTV they should buy? Yes ...............................77% No ................................23%
When you are looking to buy, what source do you trust the most to give accurate info? Edit and tests in DW .....67% Manufacturers website...8% Manufacturers social media ................6% YouTube videos ............19% Facebook or Google ads ..................4% Internet influencers ........3% Twitter ............................0% Pro Rider endorse...........2% Brand ambassadors .......3% Another mag or website ...................9%
How do you use your ATV or UTV?
Adventure.....................65% Farm.............................21% Hunt/fish/camp ............31% Off road fun ..................90% Racing ..........................17% Sand dunes ..................29% Snow/ice ......................28% Swamp riding ...............13%
How many of your family members also ride?
None ............................12% 1 ..................................18% 2 ..................................20% 3 ..................................17% 4+ ................................33%
Do you compete in organized races?
Yes ...............................16% No ................................84%
If yes, what type of racing do you compete in? ATV pulls ........................4% Cross country/hare scramble ...................46% Desert ..........................13% Flat track ........................5% Ice racing .......................6% Motocross ....................32% Mud bogs .......................7% Rocks .............................6% Sand drags .....................9%
What other vehicles do you own?
UTV trailer ....................44% Mountain bike ..............32% Electric bike ...................1% Off road motorcycle ......19% Road bike .....................14% RV/camper ...................22% SUV ..............................37% Travel trailer .................22%
Where do you purchase the majority of your parts and accessories? Ads in DW ....................29% DW social media or website ...................7% UTV/ATV dealer.............56% Online consumer .........54% Off road company mail order..................36% Amazon ........................37% Instagram ......................1% Facebook........................3% Other ............................19%
On an average, how much do you spend on parts and accessories for your ATV or UTV each month?
$400+ ............................9% $300-$399.....................4% $200-$299...................10% $100-$199...................20% Less than $100 ............57%
PARTS & ACCESSORIES What are your important Have you ever sources of info for purchasing parts and purchased products from ads in DW? accessories? Editorial in DW..............60% Ads in DW ....................55% Races ...........................11% Other mags ..................12% UTV/ATV dealer.............25% Friends .........................42% Internet sites ................49% Amazon ........................21% Instagram ......................6% Facebook......................10% Other ............................14%
Yes ...............................74% No ................................26%
What brand(s) of exhaust have you purchased?
Aaen...............................1% Akrapovic .......................1% Barkers ..........................2% Bassani ..........................1% Big Gun ..........................8% CT ..................................2% 2020 / media.hi-torque.com / 19
DIRT WHEELS 2020 SURVEY Curtis Sparks..................6% Dasa...............................5% DG ..................................7% DMC ...............................1% Dubach...........................1% Duncan Racing ...............2% Eddie Sanders ................1% FMF ..............................34% Gibson ............................3% GYTR ..............................5% HMF .............................22% Lexx ...............................3% Looney Tuned .................2% MBRP .............................2% Muzzys ...........................1% Pro Circuit ....................12% Rocket ............................1% SuperTrapp.....................7% Toomey ..........................4% Trinity .............................3% Two Brothers ..................8% Yoshimura ....................16% Stock ...........................19% Other ............................20%
What brand(s) of sprockets have you purchased?
DG ..................................3% Fasst ............................10% Fly ..................................9% Moose ............................9% O'Neal ............................4% ODI .................................2% Pro Taper ......................35% Renthal.........................29% Tag .................................6% Torc 1 .............................1% Tusk ...............................4% Vortex .............................1% Stock ............................29% Other ..............................8%
What brand(s) of grips have you purchased?
What brand(s) of handlebars have your purchased?
20 / 2020 / media.hi-torque.com
JT .................................14% Magnum.........................1% Moose ..........................12% PMP ...............................1% Primary Drive ...............12% Pro Taper ......................12% Race Driven ...................3% Renthal.........................27% Sunstar.........................18% Supersprox .....................2% Tag .................................2% Vortex .............................3% Stock ............................41% Other ..............................8%
What brand(s) of chain have you purchased?
D.I.D .............................44% EK ..................................8% KMC ...............................2% Moose ............................4% Primary Drive ...............11% Race Driven ...................3% Regina ............................6% Renthal.........................20% RK ................................11% Sunstar.........................11% Stock ............................29% Other ............................10%
A'ME ..............................1% EKS ................................1% Next ...............................2% O'Neal ..........................16% ODI ...............................20% Oury .............................16% Pro Taper ......................26% Pro Grip ........................11% Renthal.........................18% Scott.............................24% Torc 1 .............................1% Stock ............................20% Other ............................20%
What brand(s) of air filter have your purchased? DT-1 ...............................1% K&N..............................60% Maxima ..........................1% MSR ...............................1% No Toil ............................7% PC Racing......................1% Pro Filter.........................6% R2C ................................2% S&B ................................3% Twin Air ........................21% Uni-Filter ......................41% Stock ............................32% Other ..............................9%
What brand(s) of tires have you purchased?
AMS ...............................4% Arisun.............................1% BF Goodrich..................11% BKT ................................1% Carlisle .........................15% CST ................................6% Duro ...............................7% DWT/Douglas .................7% EFX.................................1% Fuel ................................1% GMZ ...............................1% Goldspeed ......................1% Gorilla.............................1% Greenball ......................17% High Lifter ......................2% ITP................................42% Kenda...........................22% Maxxis..........................44% Moto Race ......................1% Ocelot.............................4% Ohtsu .............................4% Pit Bull............................2% Pro Armor .......................1% Rage...............................0% RP Advanced ..................0%
Sand Tires Unltd. ............5% Sedona ...........................7% SkatTrak .......................12% STI..................................6% Super ATV.......................1% Super Grip ......................1% Vee Rubber.....................1% Stock ............................11% Other ............................17%
How many sets of tires do you buy a year?
1 ..................................46% 2 ....................................9% 3 ....................................3% 4 ....................................4% 5+ ..................................3% None ............................35%
What brand(s) of wheels have your purchased?
Allied/Raceline................3% AMS ...............................2% BKT ................................1% DWT/Douglas ...............27% Fuel ................................3% GMZ ...............................1% Goldspeed ......................1% High Lifter ......................1% Hiper ..............................7% ITP................................35% KMC ...............................2% Method ...........................3% Moto Metal .....................2% Motosport Alloy ..............3% No Limit..........................1% OMF ...............................1% Rage...............................0% Sedona ...........................1% STI................................14% Super Grip ......................1% Vision Wheel ...................2% Stock ............................28% Other ............................16%
What brand(s) of brake pads have your purchased? Braking...........................0% DP ..................................6% EBC ..............................49% EPI..................................3% Galfer .............................4% Magnum.........................1% Moose ............................5% Moto-Master ..................0% Race-Driven ...................3% SBS ................................3% Streamline......................2% Tusk .............................12% Vesrah ............................3% Stock ............................41% Other ............................15%
What brand(s) of nerf bars have you purchased?
AC ................................11% DG ................................13% HMF ...............................1% Houser............................4% IMS/Roll Design ..............4% Pro Aluminum.................0% Pro Armor .....................16% Tusk ...............................9% UM Performance ............1% Stock/None ..................53% Other ............................14% None ...................................
What brand(s) of oil do you use?
AMSOIL ........................22% Bel-Ray ..........................6% Can-Am ........................12% Castrol............................6% Hondaline .....................22% Kawasaki .......................3% Lucas Oil ......................14% Maxima ........................11%
Mobil 1 .........................15% Motorex ..........................1% Motul ..............................2% Mystik ............................1% Pennzoil..........................7% Polaris ..........................25% PJ1.................................1% Quaker State ..................3% Redline ...........................3% Repsol ............................1% Rock Oil..........................0% Silkolene ........................1% Spectro...........................6% Torco ..............................1% Valvoline .......................15% Yamalube .....................24% Other ..............................9%
What brand(s) of coolant do you use?
AMSOIL ..........................7% Bel-Ray ..........................4% Castrol............................3% Engine Ice ....................25% Evans .............................2% Hondaline .....................11% Kawasaki .......................1% Lucas Oil ........................4% Maxima ..........................4% Mobil 1 ...........................3% Motorex ..........................1% Motul ..............................2% Mystik ............................0% Pennzoil..........................6% PJ1.................................2% Quaker State ..................1% Repsol ............................1% Rock Oil..........................1% Silkolene ........................1% Spectro...........................1% Torco ..............................1% Twin Air ..........................1% Valvoline .........................6% Yamalube .....................16% Other ............................23%
Have you had your suspension modified in any way? Yes ...............................38% No ................................62%
Have you modified your engine in any way? Yes ...............................37% No ................................63%
What aftermarket products have you purchased for your ATV/UTV? Action camera ..............25% Auto clutch .....................5% Brush guard .................29% Bumper ........................47% Cleaning product ..........38% Drink system ..................6% Fuel injection module ...10% GPS ..............................16% Hand-/roost guard ........24% Handlebar.....................33% Kill switch ....................19% Levers ..........................23% Lift Kit...........................12% Lighting ........................41% Rear axle ......................18% Roll cage ........................7% Seat..............................14% Seat cover ....................22% Shock/suspension ........31% Skid plate .....................43% Steering damper ..........15% Steering wheel ...............6% Tire repair/inflation product......................47% Winch ...........................44%
What brand(s) of suspension arms have you purchased for your UTV?
Cognito...........................1% CT Raceworks ................3% Eye Ball ..........................1% Fusion ............................1% HCR ................................1% High Lifter ......................5% Houser............................3% Lonestar .........................4% Madigan .........................0% RT Pro ............................1% S3 ..................................1% Speed SXS .....................1% Super ATV.......................5% Teixerira ........................2% Other ..............................8% Stock/None ..................66%
What brand(s) of shocks/springs have you purchased for your UTV?
Eibach ............................2% Elka ..............................10% Fox ...............................11% Hiperco...........................1% King................................2% Motowaz ........................1% PAC ................................0% Radflow ..........................0% Shock Therapy ...............2% Walker Evans .................3% Other ............................10% Stock/None ..................67%
What brand(s) roll cage have you purchased for your UTV?
Cageworx .......................1% Cognito...........................1% CT Raceworks ................2% Houser............................0% IMG ................................0% Lonestar .........................2% Pro Armor .......................0% Weller .............................2% Other ............................11% None ............................83% 2020 / media.hi-torque.com / 21
DIRT WHEELS 2020 SURVEY What brand(s) of steering wheel have you purchased? Assault ...........................2% Dragonfire ......................1% Moose ............................2% MPI.................................1% Sparco............................2% Tusk ...............................2% Stock ...........................52% Other ............................39%
What brand(s) of belt have your purchased?
AKM ...............................0% Dayco ...........................10% EPI..................................5% Gates............................19% G-Boost ..........................3% Goodyear ........................5% Gorilla.............................1% Hunterworks...................3% Moose ............................4% Super ATV.......................2% Timken ...........................1% Trinity .............................1% Stock ............................42% Other ............................20%
What brand(s) of mirrors have you purchased?
Assault ...........................4% EMP................................2% Mod Quad ......................2% Pro Armor .......................5% Sector 7 .........................1% Seizmik ........................10% Tusk ...............................7% Stock ............................10% None ............................36% Other ............................28% 22 / 2020 / media.hi-torque.com
What aftermarket doors have you purchased for your UTV? Assault ...........................2% Axiom .............................2% Beard .............................0% Cognito...........................0% Dragonfire ......................2% Factory UTV ..................13% IMG ................................0% Kimpex ...........................0% Mod Quad ......................0% Moose ............................0% Pro Armor .......................8% PRP ................................1% QuadBoss .......................0% SDR Motorsports ............1% Seizmik ..........................1% Side by Side ...................1% Tusk ...............................1% None/Stock ..................67% Plan to .........................11%
What aftermarket harnesses have your purchased for you UTV?
Assault ...........................1% Beard .............................2% Crow ..............................1% Dragonfire ......................4% G-Force ..........................1% Mastercraft.....................1% Pro Armor .......................7% Polaris ............................3% PRP ................................6% Slasher ...........................1% Simpson .........................3% SoCal..............................0% Sparco............................1% Speed Ind .......................0% SxS Ind ...........................0% UTV Inc ...........................1% None/Stock ..................70% Plan to ...........................9%
What aftermarket seats have you purchased for your ATV/UTV?
Beard .............................2% BS Sand .........................1% Dragonfire ......................1% Impact ............................0% Mastercraft.....................2% Moose ............................1% Twisted Stitch.................0% PRP ................................6% Sparco............................1% SxS Ind ...........................0% None/Stock ..................79% Plan to .........................12%
What brand(s) of communications systems have you purchased?
Cardo .............................9% PCI .................................8% RacerX ...........................5% Rugged Radios .............55% Sena.............................15% UTV Com ........................8%
RIDING GEAR How much do you spend on riding gear and apparel during the year?
$1500+ ..........................3% $1200-$1499.................0% $1000-$1199.................2% $800-$999.....................1% $600-$799.....................4% $400-$599.....................7% $250-$399...................19% $249 or less .................64%
What brand of helmet have you purchased? 100% .............................1% 6D ..................................1% AGV ................................5% Airoh ..............................0% Alpinestars .....................3% Answer ...........................5%
Arai ................................8% ARC ................................1% Bell ...............................25% EVS ................................4% Fly ................................22% Fox ...............................26% HJC ..............................32% Just-1 ............................0% Klim................................1% Leatt...............................1% LS2 ................................2% Moose ............................1% MSR ...............................5% O'Neal ..........................18% Ocelot.............................1% One Industries ................2% Scorpion .........................4% Shoei ............................10% SixSixOne .......................2% Suomy ............................1% Thor ...............................6% TLD ................................2% Vemar.............................1% ZIR..................................1% ZOX ................................2% Other ............................25%
What brand(s) of goggles have you purchased?
100% ...........................17% 509 ................................4% Answer ...........................8% Arnette ...........................1% Blur ................................1% Dragon ...........................3% EKS Brand ......................3% Fly ................................17% Fox ...............................29% None ..............................5% Oakley ..........................25% Pro Grip ..........................2% Scott.............................47% Spy .................................9% Thor .............................10% Von Zipper ......................1% Other ..............................8%
What brand(s) of gloves have you purchased?
100% .............................7% 212 ................................1% Acerbis ...........................2% Alias ...............................0% Alpinestars .....................5% Answer .........................12% ARC ................................2% AXO ................................3% Bilt..................................2% EVS ................................1% Fasthouse.......................1% Fly ................................19% Fox ...............................46% FXR ................................2% JT Racing .......................3% Klim................................5% Leatt...............................1% Mechanix Wear.............18% Moose ............................8% MSR ...............................8% O'Neal ..........................24% Ocelot.............................1% One Industries ................3% ONYX ..............................0% Pro Grip ..........................2% Risk Racing ....................1% Seven .............................1% Shift ...............................7% Shot ...............................1% SixSixOne .......................0% Thor .............................13% TLD ................................3% Other ............................14%
What brand(s) of boots have you purchased?
Alpinestars ...................21% Answer ...........................5% ARC ................................1% AXO ................................2% Fly ................................10% Forma.............................2% Fox ...............................31% Gaerne ...........................3% Leatt...............................0% Moose ............................5%
MSR ...............................1% O'Neal ..........................22% Ocelot.............................1% Sidi .................................3% SixSixOne .......................1% TCX ................................1% Thor ...............................9% Other ............................30%
What brand(s) of riding gear have you purchased?
Acerbis ...........................1% Alias ...............................0% Alpinestars .....................6% Answer ...........................9% ARC ................................0% AXO ................................2% Bilt..................................3% Fasthouse.......................0% Fly ................................16% Fox ...............................36% FXR ................................3% JT Racing .......................2% Klim................................3% Moose ............................7% MSR ...............................7% O'Neal ..........................18% Ocelot.............................1% One Industries ................3% Pro Grip ..........................0% Risk Racing ....................0% Seven .............................1% Shift ...............................9% Shot ...............................0% Thor ............................16% TLD ................................3% None ............................32% Other ..............................9%
What brand(s) of chest protector have you purchased?
Acerbis ...........................3% Alpinestars .....................1% Answer ...........................3% Atlas ...............................0% AXO ................................1% EVS ................................1% Fly ..................................4% Fox ...............................18%
HRP ................................0% Leatt...............................2% Moose ............................1% MSR ...............................1% O'Neal ............................6% Ocelot.............................1% SixSixOne .......................0% Thor ...............................6% TLD ................................1% None ............................62% Other ..............................4%
Have you purchased other protective items?
Ankle brace ....................8% Elbow guard .................13% Knee brace ...................32% Neck brace ...................25% Wrist brace ...................22%
What brand(s) of driving suit have you purchased?
Alpinestars .....................2% G-Force ..........................0% K1 ..................................0% Impact ............................1% Klim................................1% Mastercraft.....................0% Sparco............................0% Simpson .........................2% None ............................91% Other ..............................4%
What brand(s) of action camera do you own? 360 ................................1% Fly ..................................0% Drift ................................1% Epic ................................0% Garmin ...........................1% GoPro ...........................45% ISAW ..............................1% JVC.................................1% Replay ............................0% Sony ...............................3% None ............................32% None but plan to purchase one ............17%
PROFILE What is your gender? Male .............................97% Female ...........................3% How old are you? Under 16 ........................6% 16-20 .............................4% 21-24 .............................2% 25-29 .............................3% 30-39 ...........................17% 40-49 ...........................23% 50-59 ...........................18% 60+ ..............................27%
What is your total yearly household income?
200k+ ............................4% 150-199 .........................7% 120-150 .......................17% 90-120 .........................23% 70-90 ...........................16% 50-70 ...........................12% 30-50 ...........................10% Under 30 ......................11%
If you are over 18, what is your level of education?
High sch grad ...............39% Some college ...............30% Attending college............3% College grad .................16% Post grad degree ............6% Other ..............................6%
What other sports/ activities do you participate in?
Camping.......................73% Fishing .........................60% Hunting ........................52% Mountain biking ...........25% Off-road moto riding .....33% Road cycling .................11% Truck off road ...............33% 2020 / media.hi-torque.com / 23
THE LARGEST, ALL-UTV PUBLICATION IN THE WORLD UTV ACTION is the only UTV-centric media source that is available on every platform and medium. Our readers, viewers and followers are at the highest end of the enthusiast scale. 95% currently own a UTV. More important, over 50% are planning to BUY a UTV in the next 12 months.
These are off-road enthusiasts who are dedicated to their sport, along with their entire family (over 90% say their families participate as well) in tow. With such a large percentage of our audience in the market to buy a new UTV, the potential marketing opportunities for aftermarket parts,
HONDA TALON vs. YAMAHA YXZ
SHOOTOUT:
CCC 02984
CLOSE BATTLE, BUT WE HAVE A WINNER!
accessories and gear are only greater. So, if you’re looking to expand your products’ exposure and sales, look no further, UTV ACTION is the #1 go-to for UTV enthusiasts!
TURBO SEPTEMBER 2019
20
13% 4%
5 0
13 - 17
utvactionmag.com
AGE
18 - 24
25 - 34
GROUP DEMOGRAPHICS
35 - 44
45 - 54
60,000
55 - 64
65 +
10 5 0
GROUP TOTALS 20
25%
7%
5
18 - 24
25 - 34 0 35 - 44 13 - 17
13% 12% 6% 45 - 54 18 - 24
3% 55 - 64 65 + 25 - 34 35 - 44 45 - 54
PRINTAGE: MEDIAN WEBSITE MEDIAN 42 AGE: 46 26%
24%
25 20
15%
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30
GROUP TOTALS
24%
25
10
25 30 20 25 15 20 15 10 6% 10 5 5 3% 0 0 55 - 64 13 - 17 65 + 18 - 24
GROUP WEBSITE GROUP PRINT DEMOGRAPHICSAGE VISITS AGE GROUP 18,000,000 DEMOGRAPHICS 58,000 COPIES AGE DEMOGRA
PRINT COPIES
PRINT MEDIAN AGE: 43 30
15
15
19%
24%
GROUP TOTALS
10%
24%
25
30%
20
FACEBO 30
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15
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Attn. retailer: Please display until Sept. 19th
35
GROUP TOTALS
$5.99
25%
GROUP TOTALS
TALON TURBO, 4-SEATER & MORE TESTS: RS1 & TERYX4
24%
25
GROUP TOTALS
NEW 2020 HONDAs, CAN-AMs & ARCTIC CATs:
FACEBO
WEBSITE MEDIAN 40 AGE: 46 PRINTAGE: MEDIAN
PRINT MEDIAN AGE: 46
15
READER AGE 31,000 AGE 3,500,000 59,000 AGE GROUPS, AGE AGE BY THE UTV ACTION’s Print and digital magazine is still the ONLY UTV’s Website content will be viewed by over 2.0 FACEBO magazine distributed over 31,000 WEBSITE Million unique individuals in 2020, MEDIAN AGE: ?? and generate PRINT MEDIAN AGE: worldwide, ?? NUMBERS ALL-UTV per issue. Our readers are UTV enthusiasts, spending more than 14 Million Ad Impression opportunities 0
7%
1%
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18 - 24
25 - 34
35 - 44
GROUP DEMOGRAPHICS
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26 / 2020 / media.hi-torque.com 10
19%
6%
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WEBSITE GROUP DEMOGRAPHICS VISITS
6%
35 30 25
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0 0 55 - 64 13 - 17 65 + 18 - 24
PRINT COPIES
25% on mobile, desktop/laptop 24% and tablet versions.
25
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29%
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24% MOTO thousands of dollars a year on their rigs 22%and gear
15
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5
10
10
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10
20 15 10
GROUP DEMOGRA
34%
OUR FAMILY HAS BEEN UTV’ING FOR OVER 10 YEARS NOW. WE’VE BEEN READING UTV ACTION FOR ALMOST THAT LONG. IT’S BEEN AN INVALUABLE SOURCE FOR OUR FAVORITE SPORT. OUR ENTIRE FAMILY READS THE MAGAZINE. WE HAVE MADE MANY OF OUR PURCHASES BASED ON WHAT YOU GUYS HAVE SAID ABOUT PRODUCTS IN YOUR TESTS, AND HAVE ALWAYS BEEN HAPPY WITH OUR DECISIONS TO BUY STUFF YOU GUYS SAID WAS GOOD. YOU GUYS REALLY KNOW WHAT YOU’RE TALKING ABOUT. RIGHT NOW WE HAVE TWO BUILT RZR’S IN THE GARAGE, AND TRY TO GET THEM OUT AT LEAST TWICE A MONTH. THANKS FOR MAKING OUR SPORT MORE FUN!” DARREN W. , UTV ACTION READER, LETTER TO THE EDITOR
QUICK FACTS SAY THEY PLAN TO BUY OWN A A NEW SPORT UTV 80% 95%UTV PLAN TO BUY CITE UTV ACTION AS THEIR #1 A NEW UTV IN MOST-TRUSTED INFLUENCER 51% 72% THE NEXT YEAR WHEN PURCHASING NEW UTVS MEDIAN INSTAGRAM FACEBOOK MEDIAN AGE: 27 AGE: 33
MXA
55 - 64
40,000,000
APHICS
65 +
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25
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25,000 AGE
GROUP DEMOGRAPHICS
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INSTAGRAM GROUP FOLLOWERS DEMOGRAPHICS
more than 15 Million impressions in 2020, and will 34% 34% give you 35 great marketing opportunities30to showcase your products. 25
10
3%5 0 55 - 64
36%
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16%
10%
6%
13-17 25 - 34
15%
6% 1%
3%
18 - 44 24 35
25 - 54 34 45
35 - 64 44 55
45 65- +54
AGE22,000,000 230,000
GROUP DEMOGRAPHICS
GROUP DEMOGRAPHICS
YOUTUBE VEWS
2%
1%
55 - 64
65 +
INSTAGRAM FOLLOWERS
2% 1% 13-17 65 +
AGE
FACEBOOK FOLLOWERS
40 35 30 22%25 20 15 10 5 0 18 - 24
35%
36% 25% 28% 20% 12%
5% 13-17 25 - 34
9% 3%
18 - 44 24 35
25 - 54 34 45
35 - 64 44 55
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45 65- +54
AGE1,000,000 45,000
GROUP DEMOGRAPHICS
GROUP DEMOGRAPHICS
YOUTUBE VEWS
1%
1%
55 - 64
65 +
INSTAGRAM FOLLOWERS
UTV’s Video segment caters to viewers on YOUTUBE MEDIAN AGE: YouTube, IGTV, Facebook, Vimeo and??many other viewing spots. New UTV intros, driving tests, 35 33% 29% product tests, how-to videos and more. 30 shootouts, 25
20
6%
18%
20
16%
15 10
20 15
3%
1%
30 25 20 15 10 5 0 18 - 24
33%
INSTAGRAM AGE: 29 YOUTUBE MEDIAN AGE: MEDIAN 31
30
UTV’s growing Social Media sites reach a new segment of
9%
FACEBOOK FOLLOWERS
35%
34%
15
AGE
FACEBOOK FOLLOWERS
MOTO 17%
13-17 65 +
27%
INSTAGRAM MEDIAN OOK MEDIAN AGE:Our ??Facebook and Instagram enthusiasts. followers will generateAGE: ? 33%
0 55 - 64
25
17%
15
45 - 54
INSTAGRAM GROUP DEMOGRAPHICSFOLLOWERS
6% 2%
5
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325,000 50,000 AGE
GROUP DEMOGRAPHICS
30 20
35 - 44
2%
2%
025 - 34 44 - 24 45 - 25 54 - 34 55 - 35 64 - 44 65 45 + - 54 13 - 17 35 - 18
35
GROUP TOTALS
30% 21%
25 - 34
10 7%
7%
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18 - 24
15
INSTAGRAM FACEBOOK MEDIAN AGE: 32 AGE: 28 MEDIAN
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GROUP TOTALS
5
20
GROUP TOTALS
45 - 54
1%
25
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35 - 44
3%
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GROUP TOTALS
8%
10
31%35
30
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15%
15
15
40
35
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20%
20
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25
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GROUP TOTALS
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INSTAGRAM AGE: 27 YOUTUBE MEDIAN AGE:MEDIAN 28 GROUP TOTALS
35
33%
30%
GROUP TOTALS
35%
GROUP TOTALS
OOK MEDIAN AGE: 29
15
7%
10
6%
2020 10%/ media.hi-torque.com / 27
UTV ACTION READER SURVEY READERS
Gender? MALE 97%
Household income? $102,000
Do you own a UTV? YES 95%
How many UTVs do you own? Average 1.5
How many of your family members drive with you? THREE OR MORE 50%
UTV BRANDS CURRENTLY OWNED 1. POLARIS ........................................................ 57% 2. BOMBARDIER/CAN-AM .................................. 24% 3. YAMAHA ........................................................ 14%
UTV BUYING PLANS
IF YOU RIDE OR LIKE UTV’S, IT’S A MUST!!!
Probably buying in next 12 months? YES 51%
BRANDS CONSIDERING
1. 2. 3. 4. 5. 6. 7.
POLARIS ........................................ 38% BOMBARDIER/CAN-AM .................. 31% HONDA .......................................... 24% ARCTIC CAT/TEXTRON .................... 16% YAMAHA ........................................ 12% KAWASAKI....................................... 4% CF MOTO ......................................... 3%
4. ARCTIC CAT/ TEXTRON........................................................ 10% 5. HONDA ............................................................. 7%
GENAVIEVE M B-V, FACEBOOK REVIEW UTV ACTION READER
PURCHASING UTVs
TYPE
1. UTV ACTION MAGAZINE 72% 2. FRIENDS’ RECOMMENDATION 66% 3. PREVIOUS EXPERIENCE 65%
MAIN INFLUENCES
PURCHASING PARTS AND ACCESSORIES
1. SPORT 80% 2. UTILITY 20%
MOST TRUSTED SOURCE FOR INFORMATION ON ALL PURCHASES? UTV ACTION Magazine 70% 28 / 2020 / media.hi-torque.com
1. 2. 3. 4.
UTV ACTION EDITORIAL 61% INTERNET WEBSITES 58% ADS IN UTV ACTION 57% FRIENDS 38%
TOP THREE BRANDS OWNED BY CATEGORY EXHAUST PIPE
SUSPENSION ARMS
UTV HARNESSES
AIR FILTER
UTV SHOCKS/SPRINGS
UTV SEATS
TIRES
UTV ROLL CAGE
COMMUNICATION SYSTEM
UTV BELT
HELMET
STEERING WHEEL
GOGGLE
UTV MIRRORS
GLOVES
UTV DOORS
DRIVING SUIT
5. FMF 15% 6. BIG GUN 9% 7. HMF 9%
1. K&N 41% 2. UNI FILTER 12% 3. TWIN AIR 8% 1. 2. 3. 4.
MAXXIS 38% ITP 24% CARLISLE 11% SEDONA 10%
WHEELS
1. ITP 24% 2. STI 15% 3. METHOD 8%
BRAKE PADS
1. EBC 26% 2. TUSK 7% 3. RACE DRIVEN 4%
OIL
1. POLARIS 45% 2. AMSOIL 19% 3. YAMALUBE 14%
COOLANT
1. ENGINE ICE 14% 2. AMSOIL 12% 3. MAXIMA 6%
1. SUPER ATV 11% 2. HIGH LIFTER 4% 3. TEIXEIRA TECH 2%
1. FOX 12% 2. WALKER EVANS 7% 3. SHOCK THERAPY 6% 1. CAGEWORX 3% 2. PRO ARMOR 2% 3. COGNITO 1% 1. GATES 24% 2. DAYCO 10% 3. EPI 9%
1. PRO ARMOR 12% 2. DRAGONFIRE 10% 3. PRP 10% 1. PRP 12% 2. DRAGONFIRE 5% 3. BEARD 2% 1. RUGGED RADIOS 12% 2. PCI 4% 3. SENA 3% 1. HJC 29% 2. BELL 25% 3. FOX 23%
1. ASSAULT 13% 2. DRAGONFIRE 10% 3. TUSK 4% 1. SEIZMIK 16% 2. TUSK 14% 3. ASSAULT 13%
1. SCOTT 33% 2. OAKLEY 31% 3. FOX 24% 1. FOX 28% 2. MECHANIX WEAR 16% 3. FLY 13%
1. PRO ARMOR 12% 2. FACTORY UTV 8% 3. DRAGONFIRE 7%
1. SIMPSON 3% 2. SPARCO 2% 3. ALPINESTARS 2%
ISSUANCE AND CLOSING DATES COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Jan-20............................10/22/19.............................. 10/29/19...................... 12/19/20 Feb-20.............................11/15/19................................ 12/3/19........................ 1/23/20 Mar-20............................12/20/19.............................. 12/31/19........................ 2/20/20 Apr-20...............................1/21/20................................ 1/28/20........................ 3/19/20 May-20..............................2/21/20................................ 2/28/20........................ 4/23/20 Jun-20..............................3/20/20................................ 3/27/20........................ 5/21/20 Jul-20...............................4/21/20................................ 4/28/20........................ 6/18/20 Aug-20..............................5/19/20................................ 5/26/20........................ 7/16/20
COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Sep-20..............................6/22/20................................ 6/29/20........................ 8/20/20 Oct-20...............................7/20/20................................ 7/27/20........................ 9/17/20 Nov-20..............................8/17/20................................ 8/24/20...................... 10/15/20 Dec-20..............................9/21/20................................ 9/28/20...................... 11/19/20 Jan-21............................10/20/20.............................. 10/27/20...................... 12/17/20 Feb-21.............................11/20/20................................ 12/1/20........................ 1/21/21 Mar-21............................12/18/20.............................. 12/29/20........................ 2/18/21
2020 / media.hi-torque.com / 29
UTV ACTION 2020 SURVEY VEHICLE OWNERSHIP How often do you buy dirt wheels magazine? VEHICLE OWNERSHIP How often do you buy UTV Action magazine?
I-4 issues a year.............12% 5-8- issues a year ............6% 9-12 issues a year ...........6% I subscribe......................63% Web only ........................13%
How long have you been reading UTV Action?
Less than 1 yr ................24% 1-2 years .......................25% 2-3 years .......................15% 3-4 years .......................12% 4-9 years .......................15% 10+ years ........................9%
How many people besides yourself look through your copy of UTV Action? None ..............................24% 1 ....................................17% 2 ....................................27% 3 ....................................13% 4 ....................................10% 5 ......................................2% 6+ ....................................7%
Do you own an UTV?
Yes .................................95% No ....................................5%
5. How many UTV's do you own?
1 ....................................71% 2 ....................................25% 3 ......................................4% 4+ ....................................1%
What year is your newest UTV?
2019 ..............................14% 2018 ..............................30% 2017 ..............................22% 2016 ..............................16% 2015 ................................8% 2014 ................................5% 2013 ................................1% 2012 or ealier...................4% 18 / 2020 / media.hi-torque.com
How many seats does your UTV have?
1 ......................................4% 2 ....................................63% 3 ......................................7% 4 ....................................19% 5 ......................................6% 6 ......................................1%
8. What brands do you own?
Arctic Cat/Textron ...........10% Big Dog ............................0% Can-Am/Bombardier ......24% CF Moto............................1% Cub Cadet ........................1% E-Ton................................0% Hisun ................................1% Honda...............................8% Intimidator ........................0% John Deere.......................1% Joyner ..............................0% Kawasaki .........................2% Kubota..............................1% Kymco ..............................1% Massimo ..........................0% ODES................................0% Polaris ............................57% SSR ..................................0% Yamaha ..........................14% Other ................................2%
Do you plan to buy a UTV in the next 12 months?
Yes .................................14% Probably ...........................8% Maybe ...........................29% No ..................................49%
Which brand do you plan to buy?
Arctic Cat .......................16% Big Dog ............................1% Can-Am/Bombardier ......31% CF Moto............................3% Cub Cadet ........................1% E-Ton................................1% Hisun ................................1% Honda.............................24% Intimidator ........................1% John Deere.......................1% Joyner ..............................0% Kawasaki .........................4% Kubota..............................0% Kymco ..............................1%
Massimo ..........................1% ODES................................1% Polaris ............................38% SSR ..................................1% Yamaha ..........................13% Other ................................0% Undecided ........................5%
What type will you buy?
Sport ..............................80% Utility ..............................20%
How do you use your UTV? Adventure.......................66% Farm vehicle...................12% Hunt/fish/camp ..............29% Off road fun riding ..........91% Racing ..............................7% Sand dunes ....................26% Snow/ice ........................22% Swamp riding .................10%
Which of these factors influenced How many of your you when you bought family members also your UTV? ride? UTV Action test and edit .......................41% UTV website ...................17% UTV social media............14% Price...............................37% Social media ..................10% Local dealer....................27% Showroom avail .............31% Factory cont program .......3% Factory race results ..........4% Another website .............22% Previous exp...................65% Friends recommend .......66% Parents recommend .........2%
Do you influence your friends on what UTV they should buy? Yes .................................81% No ..................................19%
When you're looking to buy, what source do you trust the most to give you accurate info on new bikes and equipment? Edit and tests in UTV, website .......................70% Manufacturers website.....9% Manufacturers social media ..................9% YouTube videos...............18% Facebook or Google ads ....................4% Internet.............................3% Twitter ..............................1% Pro rider endorse..............3% Brand ambassadors .........2% Another mag or website .....................4%
None ................................8% 1 ....................................27% 2 ....................................15% 3 ....................................11% 4+ ..................................39%
Do you compete in organized races?
Yes ...................................8% No ..................................92%
If "Yes", what type of racing do you compete in?
Cross Country/Hare scrambles ......................28% Desert ............................30% Flat track ..........................6% Ice racing .........................1% Motocross ......................10% Mud bogs .......................16% Rocks .............................15% Sand drags .......................5%
What other vehicles do you own?
UTV trailer ......................68% Mountain bike ................27% E-bike ..............................1% ATV .................................50% Off road motorcycle ........23% Road Bike .......................21% RV/camper .....................32% SUV ................................43% Travel trailer ...................22%
PARTS & What brand(s) of What brand(s) of belt have you purchased? ACCESSORIES exhausts have you EPI....................................9% What are your purchased? important sources Aaen.................................1% AKM .................................1% Dayco .............................10% of information for Akrapovic .........................1% Gates..............................24% purchasing parts and Barkers ............................1% Gorilla...............................2% accessories? Bassani ............................1% GBoost .............................8% Editorial in UTV ...............61% Ads in UTV ......................57% Races ...............................6% Other mags ....................16% UTV dealer......................25% Friends ...........................38% Internet...........................58% Amazon ..........................21% Instagram .........................3% Facebook........................15% Other .............................10%
Where do you purchase your parts and accessories?
Ads in UTV ......................30% UTV social media/ website .........................9% UTV dealer......................46% Online/consumer direct ..55% Off-road mail order.........51% Amazon ..........................49% Instagram .........................3% Facebook..........................6% Other ..............................19%
On an average, how much do you spend on parts and accessories for your UTV each month?
$400+ ............................14% $300-$399.......................7% $200-$299.....................17% $100-$199.....................27% Less than $100 ..............35%
Have you ever purchased products from ads in UTV Action?
Yes .................................62% No ..................................38%
Big Gun ............................9% CT ....................................2% Curtis Sparks....................1% Dasa.................................1% DG ....................................6% DMC .................................1% Dubach.............................1% Duncan Racing .................1% Eddie Sanders ..................1% FMF ................................15% Gibson ..............................4% GYTR ................................3% HMF .................................9% LEXX.................................1% Looney Tuned ...................1% MBRP ...............................5% Muzzys .............................2% Pro Circuit ........................8% Rocket ..............................1% SLP ..................................3% SuperTrapp.......................8% Toomey ............................3% Trinity ...............................5% Two Brothers ....................3% Yoshimura ........................9% Other ..............................14% Stock ..............................44%
What brand(s) of steering wheel have you purchased?
Assault ...........................13% Dragonfire ......................10% Moose ..............................1% MPI...................................1% Sparco..............................4% Tusk .................................4% Other ..............................11% Stock ..............................63%
Goodyear ..........................4% Hunterworks.....................9% Super ATV.........................5% Timken .............................3% Trinity ...............................2% Other ................................7% Stock ..............................59%
What brand(s) of air filters have you purchased?
DT-1 .................................0% K&N................................41% MSR .................................1% NoToil ...............................3% PC Racing.........................1% Pro Filter...........................4% R2C ..................................4% S&B ................................10% Twin-Air............................8% Uni-Filter ........................12% Maxima ............................4% Other ................................5% Stock ..............................57%
What brand(s) of tires have you purchased?
AMS .................................2% Arisun...............................3% BF Goodrich....................10% BKT ..................................1% Carlisle ...........................11% CST ..................................3% Duro .................................3% DWT/Douglas ...................3% EFX...................................2% Fuel ..................................2% GMZ .................................4% Goldspeed ........................1% Gorilla...............................2% Greenball/GBC ..................5% High Lifter ........................2% ITP..................................24% Kenda...............................9% Maxxis............................38%
MotoRace ........................1% Ocelot...............................1% Ohtsu ...............................1% Pitbull ...............................2% Pro Armor .........................3% Rage.................................1% RP Advanced ....................0% Sand Tires Unltd. ..............4% Sedona ...........................10% SkatTrak ..........................6% STI....................................8% Super ATV.........................3% Super Grip ........................2% Vee Rubber.......................2% Other ..............................18% Stock ..............................23%
How many sets of tires do you buy a year?
1 ....................................49% 2 ....................................15% 3 ......................................2% 4 ......................................2% 5+ ....................................2% None ..............................30%
What brand(s) of wheels have your purchased?
Allied/ Raceline.................6% AMS .................................3% BKT ..................................1% DWT/Douglas ...................7% Fuel ..................................6% GMZ .................................3% Goldspeed ........................1% High Lifter ........................1% Hiper ................................2% ITP..................................24% KMC .................................4% Method .............................8% Moto Metal .......................3% Motosport Alloy ................4% No Limit............................1% OMF .................................1% Rage.................................1% Sedona .............................3% STI..................................15% Super Grip ........................0% Vision Wheel .....................1% Other ..............................12% Stock ..............................41% 2020 / media.hi-torque.com / 19
UTV ACTION 2020 SURVEY What brand(s) of brake pads have your purchased? Braking.............................2% DP ....................................2% EBC ................................26% EPI....................................4% Galfer ...............................2% Magnum...........................1% Moose ..............................2% Moto-Master ....................1% Race Driven......................4% SBS ..................................1% Streamline........................1% Tusk .................................7% Vesrah ..............................2% Other ...............................7% Stock ..............................61%
What brand(s) of mirrors have you purchased?
Pro Amor ..........................9% Tusk ...............................14% Assault ...........................13% Seizmik ..........................16% Mod Quad ........................2% EMP..................................2% Sector 7 ...........................1% Other ..............................25% None/Stock ....................31%
What brand(s) of oil do you use?
AMSOIL ..........................19% Bel-Ray ............................5% Can-Am ..........................19% Castrol..............................6% Hondaline .........................9% Kawasaki .........................2% Lucas Oil ..........................9% Maxima ............................8% Mobil 1 ...........................14% Motorex ............................2% Motul ................................3% Mystik ..............................1% Pennzoil............................3% PJ1...................................2% Polaris ............................45% Quaker State ....................3% Redline .............................2% Repsol ..............................1% Rock Oil............................0% 20 / 2020 / media.hi-torque.com
Silkolene ..........................1% Spectro.............................1% Torco ................................1% Valvoline ...........................8% Yamalube .......................14% Other ................................9%
What brand(s) of coolant do you use?
AMSOIL ..........................12% Bel-Ray ............................2% Castrol..............................3% Engine Ice ......................14% Evans ...............................2% Hondaline .........................8% Kawasaki .........................1% Lucas Oil ..........................5% Maxima ............................6% Mobil 1 .............................2% Motorex ............................1% Motul ...............................1% Mystik ..............................1% Pennzoil............................3% PJ1...................................1% Quaker State ....................3% Repsol ..............................0% Rock Oil............................0% Silkolene ..........................1% Spectro.............................1% Torco ................................0% Twin Air ............................1% Valvoline ...........................5% Yamalube .........................5% Other ..............................43%
Have you had you suspension modified?
Yes ................................35% No ..................................65%
What brand(s) of suspension arms have your purchased for your UTV?
Cognito.............................1% CT Raceworks ..................1% Eye Ball Eng .....................0% Fusion ..............................1% HCR ..................................1% High Lifter ........................4% Houser..............................1% Lonestar ...........................1% Madigan ...........................0% RT Pro ..............................1% S3 ....................................1%
Speed SxS........................0% Super ATV.......................11% Teixeira Tech ....................2% Other ................................7% None/Stock ....................69%
What brand(s) of shocks/springs have your purchased for your UTV?
ADS ..................................0% Elbach ..............................5% Elka ..................................4% Fox .................................12% High Lifter ........................1% Hiperco.............................1% King..................................2% Motowaz ..........................1% PAC ..................................0% Radflow ............................0% Shock Therapy .................6% Walker Evans ...................7% Other ................................6% None/Stock ....................63%
What brand(s) roll cage have your purchased for your UTV?
Cageworx .........................3% Cognito.............................1% CT Raceworks ..................0% Houser..............................0% IMG ..................................1% Lonestar ...........................0% Pro Amor ..........................2% Weller ...............................0% Other ..............................14% None ..............................81%
Have you modified your engine in any way?
Yes .................................19% No ..................................81%
What aftermarket products have you purchased for your UTV?
Action camera ................28% Audio ..............................28% Auto clutch .......................5% Brush guard ...................23% Bumper ..........................43% Cleaning product ............30%
Drink system ....................2% Fuel injection module .......9% GPS ................................26% Hand-/roost guard ............2% Lift Kit.............................12% Lighting ..........................55% Mirrors ...........................54% Rear axle ........................11% Roll cage ........................14% Seat................................20% Seat cover ........................4% Shock/suspension ..........18% Skid plate .......................23% Steering damper ..............9% Steering wheel ...............21% Tire repair/ inflation product ..........52% Winch .............................46%
What afermarket doors have you purchased for your UTV?
Assualt .............................3% Axiom ...............................1% Beard ...............................0% Cognito.............................1% DragonFire Racing............7% Factory UTV ......................8% IMG ..................................1% Kimpex .............................1% Mod Quad ........................1% Moose ..............................0% Pro Armor .......................12% PRP ..................................2% QuadBoss .........................1% SDR ..................................2% Seizmik ............................1% Side by Side Sports ..........2% Tusk .................................4% None/stock .....................52% Plan to ...........................14%
What afermarket harnesses have you purchased for your UTV?
Assualt .............................2% Beard ...............................2% Crow ................................3% DragonFire Racing..........10% G-Force ............................1% Mastercraft.......................0% Pro Armor .......................12% Polaris ..............................5%
PRP ................................10% Slasher .............................0% Simpson ...........................6% SoCal................................0% Sparco..............................1% Speed Ind .........................1% SxS Ind .............................1% UTV Inc .............................1% None/stock .....................44% Plan to .............................9%
What afermarket seat have you purchased for your UTV? Beard ...............................0% Dragonfire ........................5% Mastercraft.......................1% Moose ..............................1% Twisted Stitch...................1% BS Sand ...........................1% Impact ..............................0% PRP ................................12% Sparco..............................2% SxS Ind .............................1% None/stock .....................64% Plan to ...........................17%
What brand(s) of communication system have you purchased?
Cardo ...............................1% PCI ...................................4% Racer X ............................1% Rugged Radios ...............12% Sena.................................3% UTV Com ..........................1% Other ..............................15% None ..............................66%
26. What brand(s) of action camera do you own? .................................
360 ..................................2% Fly ....................................1% Drift ..................................1% Epic ..................................0% Garmin .............................4% Go Pro ............................41% ISAW ................................0% JVC...................................1% Replay ..............................1% Sony .................................1% None ..............................33% None but plan to purchase .....................18%
RIDING GEAR How much do you spend on riding gear and apparel during the year?
$1500+ ............................2% $1200-$1499...................1% $1000-$1199...................2% $800-$999.......................3% $600-$799.......................3% $400-$599.......................6% $250-$399.....................16% $249 or less ...................67%
What brand(s) of helmet have you purchased?
100% ...............................3% 6D ....................................1% AGV ..................................2% Airoh ................................1% Alpinestars .......................2% Answer .............................2% Arai ..................................4% ARC ..................................1% Bell .................................25% EVS ..................................1% Fly ..................................15% Fox .................................23% HJC ................................29% Just-1 ..............................1% Klim..................................3% Leatt.................................1% LS2 ..................................2% Moose ..............................3% MSR .................................4% O'Neal ..............................8% Ocelot...............................0% One Industries ..................2% Scorpion ...........................2% Shoei ................................9% SixSixOne .........................1% Suomy ..............................1% Thor .................................6% TLD ..................................2% Vemar...............................1% ZIR....................................1% ZOX ..................................2% Other ..............................33%
What brand(s) of goggles have you purchased?
100% .............................18% 509 ..................................4% Answer .............................6% Arnette .............................1% Blur ..................................1% Dragon .............................6% EKS Brand ........................2% Fly ....................................9% Fox .................................24% Oakley ............................31% ProGrip .............................2% Scott...............................33% Spy .................................11% Thor .................................8% Von Zipper ........................1% Other ..............................13% None ..............................19%
What brand(s) of gloves have you purchased?
100% ...............................6% 212 ..................................0% Acerbis .............................1% Alias .................................1% Alpinestars .......................9% Answer ...........................10% ARC ..................................1% AXO ..................................3% Bilt....................................1% EVS ..................................1% Fasthouse.........................1% Fly ..................................13% Fox .................................28% FXR ..................................2% JT Racing .........................2% Klim..................................3% Leatt.................................0% Mechanix Wear...............16% Moose ..............................4% MSR .................................5% O'Neal ............................11% Ocelot...............................2% One Industries ..................2% ONYX ................................0% Pro Grip ............................3% Risk Racing ......................1% Seven ...............................0% Shift .................................5% Shot .................................0% SixSixOne .........................1% Thor ...............................11% TLD ..................................0% Other ..............................25% None ..............................19%
What brand(s) of driving suit have you purchased?
Alpinestars .......................2% G-Force ............................1% K1 ....................................1% Impact ..............................1% Klim..................................1% Mastercraft.......................1% Sparco..............................2% Simpson ...........................3% Other ................................6% None ..............................87%
PROFILE What is your gender? Male ...............................97% Female .............................3%
How old are you?
Under 16 ..........................1% 16-20 ...............................1% 21-24 ...............................2% 25-29 ...............................5% 30-39 .............................18% 40-49 .............................18% 50-59 .............................22% 60+ ................................33%
What is your family's total yearly household income?
200+ ................................8% 150-199 .........................17% 120-150 .........................12% 90-120 ...........................19% 70-90 .............................17% 50-70 .............................13% 30-50 .............................10% Under 30 ..........................4%
If you are over 18, what is your level of education?
High school grad ............34% Some College .................33% Attending college..............3% College grad ...................22% Post Graduate Degree .....6% Other ................................8%
What other sports/ activities do you participate in?
Camping.........................77% Fishing ...........................59% Hunting ..........................46% Mountain biking .............22% Off-road moto riding .......30% Road cycling ...................14% Truck off roading ............36% 2020 / media.hi-torque.com / 21
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THE ELECTRIC BIKE SEGMENT AGE 18,000,00058,000 AGE 60,000 AGE IS THE FASTEST-GROWING PART OF THE CYCLING WORLD… 4%
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15 15 commuters, drop- 10 and ELECTRIC 10 IF YOUFOES E-TICKET WONDER FIND A BETTER BIKE, BUY IT! 8%10% 10 7% 10 bar road 5e-bikes, BIKE ACTION is 5 1% 2% 4% 4% 4% 5 3% 5 1% 0 65 + 0 18 - 24 25 - 34 0 35 45--24 54 25 55 off-road AHEAD of that 0 13 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64serious 13- -44 17 18 - 34- 64 35 - 4465 + 45 - 54 55 -1364- 17 6518 + - 24 GROUP PRINT GROUP WEBSITE GROUP PRINT GROUP COPIES mountain e-bikes, AGE DEMOGRAPHICS 31,000 YAMAHA growth curve AGE DEMOGRAPHICSAGE 3,500,000 DEMOGRAPHICS VISITS 59,000 COPIES AGE DEMOGRA CROSSCONNECT all the way up to with the ONLY the high-end,WEBSITE exotic MEDIAN AGE: ?? Multi-Platform FACEBO PRINT MEDIAN AGE: ?? 29% 30 34% 24% E-Motorcycles. Print and Digital 25 35 MOTO 22% 25% 24% 25 30 19% 20 magazine, 25 20 15% 15 20 13% IF IT HAS15 A Website, Social 10 15 10 6% 6% 6% 10 5% BATTERY,5 Media and Video 5 3% 5 2% ? 0 0 0 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + WE’RE ON IT. sites in the 13 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + 13 - 17 18 - 24 GROUP WEBSITE GROUP PRINT GROUP world. Cyclists of all ages, and 204,000 COPIES AGE DEMOGRAPHICS 34,000,000 VISITS DEMOGRAPHICS AGE AGE DEMOGRA ELECTRIC BIKE ACTION has experience and ability levels are looking for the right E-bike MOUNTAIN AGE: 37 AGE: 48 PRINT MEDIAN PRINT MEDIANbecome AGE: 44 the go-to sourceWEBSITE MEDIAN FACEBO 35% BIKE and infl uencer for info on for their needs, and EBA is 35 35 30 30 27% 32% 30% 26% 30 25 25 ALLACTION two-wheel electrics, and the only title that3025 caters to the 27% 21% 25 21% 20 20 18% 17% 20 with coverage on all media entire spectrum 2015of the E-Bike 15 15 15% 15 12% 10 10 9% 10 10 platforms we encompass every 7% universe. 7% 5 5 4% 3% 5 3% 3% 5 2% 2% 1% 0 segment of consumers looking EBA covers everything from 0 0 18 - 24 25 - 34 0 35 45--24 54 25 55 13 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + 13- -44 17 18 - 34- 64 35 - 4465 + 45 - 54 55 -1364- 17 6518 + - 24 GROUP WEBSITE GROUP PRINT GROUP PRINT GROUP to buy YOUR products! “easy-ride” e-bikes to “green” AGE DEMOGRAPHICSAGE 5,000,000 DEMOGRAPHICS VISITS 49,000 COPIES AGE DEMOGRA AGE DEMOGRAPHICS 71,000 COPIES 15
CCC 01426
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ELECTRIC BIKE ACTION
AUGUST 2019
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SPY SHOTS FROM ELECTRIC WORLD
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SHOCKING NUMBER OF NEW DESIGNS
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electricbikeaction.com
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$6.99
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AVENTON PACE 350
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WEBSITE VISITS
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25
TOTAL INSTAGRAM FOLLOWERS
EBA’s Social Media platforms represent a growing
20%
15
YOUTUBE MEDIAN AGE: 37 30
ELECTRIC 20% BIKE ACTION 10% FACEBOOK
31%
30%
20
FACEBOOK GROUP FOLLOWERS DEMOGRAPHICS
25%
13-17
65 18 +- 24
35
15
FACEBOOK FOLLOWERS
4%
150,000 AGE
AGE 65,000
GROUP INSTAGRAM DEMOGRAPHICS FOLLOWERS
31%
10
7% 1%
0 13 - 1735 - 44 18 - 2445 - 54 25 - 3455 - 64 35 - 44 65 +45 - 54 0 5513-17 - 64 25 - 34
GROUP DEMOGRAPHICS
33%
25
14%
15
INSTAGRAM OOK MEDIAN AGE: ?? community of tech-savvy E-bike enthusiasts and newMEDIAN AGE: ?? 24%
9%
3%
18%
AGE
15
20
5
BICYCLE TTLES 19%
0
INSTAGRAM FOLLOWERS
30%
25
7%
15,000
1%
24%
5
30
15%
APHICS
2% 55 - 64
10
3%
35
55 - 64
5
INSTAGRAM MEDIAN AGE: 39
24%
45 - 54
625,000
20
14%
AGE
FACEBOOK FOLLOWERS
LECTRIC BIKE ACTION 19%
35 - 44
10
45 - 54
25
10
OOK MEDIAN AGE: 42
25 - 34
35 - 44
3030%
20
55 - 64
25 - 34
GROUP DEMOGRAPHICS
25
GROUP TOTALS
45 - 54
270,000
27%
18 - 24
30
15
35 - 44
5%
81%
1%
INSTAGRAM INSTAGRAM MEDIAN AGE: 35 FACEBOOK MEDIAN AGE: 38YOUTUBE MEDIAN AGE: 37 MEDIAN AGE: 38
28%
5%
20%
12%
46%
15
7%
6%
AGE
FACEBOOK FOLLOWERS
36%
25% 28%
AREAGE: LOOKING FOR YOUTUBE MEDIAN ?? INFORMATION ON/ 33% NOT SURE WHICH E-BIKE TO 29% BUY
20
16%
15
MOUNTAIN BIKE 18%
25 - 34
GROUP TOTALS
20
OOK MEDIAN AGE: 36 25%
25
25
GROUP TOTALS
25 - 34
GROUP TOTALS
30
9%
3% 2%
40 35 30 25 20 15 10 5 250- 34
1% PLAN TO BUY A 55 - 64 NEW GROUP YOUTUBE GROUP ELECTRIC INSTAGRAM DEMOGRAPHICS FOLLOWERS 250,000 FACEBOOK DEMOGRAPHICS VEWS AGE GROUP 1,000,000 DEMOGRAPHICSAGE FOLLOWERS FOLLOWERS AGE GROUP 25,000 AGE 45,000 INSTAGRAM BIKE IN THEDEMOGRAPHICS NEXT YEAR 13-17
35
MOTO 17%
22%
20
10
4%
35%
30
INSTAGRAM MEDIAN AGE: ?
33%
3%
6
QUICK FACTS AN ELECTRIC BIKE 61%OWN
35
GROUP TOTALS
APHICS
55 - 64
17%
35%
34%
25
25
45 - 54
1
AGE DEMOGRAPHICS 230,000 FOLLOWERS
GROUP TOTALS
3533%
30
GROUP TOTALS
35
20
35 - 44
35 30 25 20 15 10 5 250- 34
325,000 FOLLOWERS
GROUP DEMOGRAPHICS
GROUP TOTALS
30% 21%
25 - 34
18 - 24
33% 40
INSTAGRAM MEDIAN AGE: 32 INSTAGRAM FACEBOOK MEDIAN AGE: 28YOUTUBE MEDIAN AGE: 31 MEDIAN AGE: 29
OOK MEDIAN AGE: 38 29%
13-17
GROUP TOTALS
40,000,000
65 +
GROUP TOTALS
55 - 64
7%
P TOTALS
45 - 54
5
GROUP TOTALS
APHICS
10
1%
31%
30
GROUP TOTALS
15
3%
PUBLICATION TO GET 36% 34% IN FRONT OF ELECTRIC 20% 25 20 16% 20 BIKE CUSTOMERS WHO 16% 15 15% 15 15% ARE INFORMED AND 10%READY TO BUY 10 10 7% 7% 6% 6% 6% 5 THAN ELECTRIC BIKE ACTION” 5 3% 2% 2% 2% 2% 1% 1% 0 0 SHARON YU13-1735 - 4418 - 2445 - 5425 - 3455 - 6435 - 4465 + 45 - 54 55 - 64 13 - 1735 - 44 18 - 2445 - 54 25 - 3455 - 64 35 - 44 65 +45 - 54 5513-17 - 64 65 18 +- 24 25 - 34 FACEBOOK YOUTUBE GROUPCEO INSTAGRAM INSTAGRAM BULLS BIKES USA, DEMOGRAPHICS 50,000 FOLLOWERS AGE GROUP DEMOGRAPHICS 22,000,000 VEWS AGE GROUP 35
22%
GROUP TOTALS
20
8%
30%
3033% 25
25
15%
35 - 44
GROUP TOTALS
30
MXA
25 - 34
35%
35
33%
GROUP TOTALS
OOK MEDIAN AGE: 29
19% 2020 / media.hi-torque.com / 31
2
6
ELECTRIC BIKE ACTION READER SURVEY READERS
Gender? MALE 89%
Household income? $91,000
Do you own an electric bike? YES 61%
How many e-bikes do you own? Average 2.0
What other types of bicycles do you own? Mountain bike 51%, Road Bike 38%
ELECTRIC BIKE BRANDS CURRENTLY OWNED 1. 2. 3. 4.
TREK ...................... 13% HAIBIKE .................... 8% SPECIALIZED 6% GIANT ....................... 5%
5. 6. 7. 8.
RALEIGH ................... 4% PRODECO TECH ......... 4% IZIP........................... 4% ELECTRA ................... 3%
9. 10. 11. 12.
FOCUS ...................... 3% IGO ........................... 3% SONDORS.................. 3% BION X ...................... 2%
13. 14. 15. 16.
JUICED RIDERS ......... 2% BULLS....................... 2% EVELO ....................... 2% FELT.......................... 2%
READER ELECTRIC BIKE BUYING PLANS Probably buying in next 12 months? YES 81%
BRAND(S) PLANNING TO BUY 1. 2. 3. 4. 5. 6. 7. 8.
NOT SURE ............... 46% GIANT ..................... 12% TREK ........................ 8% HAIBIKE .................... 7% YAMAHA ................... 7% RIESE and MULLER ... 6% BULLS....................... 6% SPECILAIZED ............ 5%
9. 10. 11. 12. 13. 14. 15. 16. 17. 18.
RALEIGH ................... 4% VINTAGE ELECTRIC .... 3% HPC .......................... 3% IGO ........................... 3% JUICED RIDERS ......... 3% IZIP........................... 2% KTM.......................... 2% PEDEGO .................... 1% EASY MOTION ........... 1% LAPIERRE ................. 1%
MAIN INFLUENCES
WHEEL SIZE 1. 2. 3. 4. 5.
26” ......................... 34% FAT BIKE ................. 17% 29” ......................... 12% 700c ......................... 9% 27.5” ........................ 7%
IF YOU PLAN TO BUY A FAT BIKE, WHAT BRAND? 1. 2. 3. 4. 5.
UNDECIDED ............. 33% BULLS..................... 12% HAIBIKE .................. 10% PEDEGO .................... 3% FELT.......................... 3%
MOST TRUSTED SOURCE FOR INFORMATION ON ALL PURCHASES? EBA 67%
32 / 2020 / media.hi-torque.com
PURCHASING ELECTRIC BIKES
1. ELECTRIC BIKE ACTION MAGAZINE 70% 2. INTERNET SITES 69% 3. BIKE SHOPS 39%
PURCHASING PARTS AND ACCESSORIES 1. 2. 3. 4.
EBA EDITORIAL 57% INTERNET WEBSITES 44% BIKE SHOPS 35% AMAZON 15%
TOP FIVE BRANDS OWNED BY CATEGORY TIRES 1. KENDA 24% 2. MAXXIS 23% 3. CONTINENTAL 19% 4. BONTRAGER 18% 5. SCHWALBE 18%
TIRE SEALANT 1. SLIME 22% 2. STANS NOTUBES 18% 3. ORANGE SEAL 7% 4. GOODYEAR 5% 5. MONKEY GOO 3%
HELMET 1. BELL 36% 2. GIRO 17% 3. SPECIALIZED 10% 4. TREK 5% 5. TROY LEE 4%
CYCLING LIGHTS 1. CAT EYE 29% 2. NITERIDER 15% 3. CYGOLITE 8% 4. BONTRAGER 7% 5. SPECIALIZED 6%
ISSUANCE AND CLOSING DATES COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Feb-20..............................11/8/19 ............................. 11/15/19......................... 1/9/20 Apr-20 ................................1/9/20 ............................... 1/16/20......................... 3/6/20 Jun-20 ...............................3/3/20 ............................... 3/12/20......................... 5/7/20 Aug-20 .............................4/29/20 ................................. 5/6/20......................... 7/2/20
COVER SPACE MATERIAL ON-SALE DATE DEADLINE* DEADLINE** DATE Oct-20 ................................7/6/20 ............................... 7/13/20......................... 9/3/20 Dec-20 ...............................9/9/20 ............................... 9/16/20....................... 11/5/20 Feb-21..............................11/6/20 ............................. 11/13/20......................... 1/7/21 Apr-21 ................................1/7/21 ............................... 1/14/21......................... 3/4/21 2020 / media.hi-torque.com / 33
ELECTRIC BIKE ACTION 2020 SURVEY BICYCLE PURCHASING Do you own an electric bike? Yes .................. 61% No .................. 39% How many electric bikes do you own? 1 ..................... 54% 2 ..................... 25% 3 ..................... 15% 4 ....................... 4% 5-9 .................... 2% 10+ ................... 0% Was your newest e-bike a complete bike or a kit? Complete......... 84% Kit ................... 16% What suspension does your newest bike have? Rigid................ 29% Front ............... 44% Full .................. 27% What brands do you own? A2B ................... 1% BESV ................. 0% BionX ................ 2% Blix .................... 2% BME .................. 1% 34 / 2020 / media.hi-torque.com
Bulls .................. 2% Dahon ............... 0% Easy Motion ...... 1% E-Joe ................ 1% Electra............... 3% Emazing ............ 0% Evelo ................. 2% Falco ................. 1% Fantic ................ 0% Felt .................... 2% Focus ................ 3% Genze ................ 1% Giant ................. 5% Go Cycle ............ 0% Haibike .............. 8% High-Power Cycles ............ 2% HPC ................... 1% Igo ..................... 3% Faraday ............. 0% Izip .................... 1% Juiced Riders .... 2% Kalkhoff............. 0% Karmic .............. 0% KTM .................. 1% Lapierre............. 1% Liv ..................... 0% M1 .................... 0% Motiv ................. 1% Optibike............. 1% Oyama .............. 0%
Prodeco Tech .... 4% Raleigh .............. 4% Riese & Muller... 2% Samson............. 0% Smart Motion .... 0% Sondors............. 3% Specialized........ 6% Stromer ............. 0% Tern................... 0% Trek ................. 13% Vintage Electric . 1% Volt .................... 1% Wallerang .......... 0% Xtracycle ........... 0% Yamaha ............. 2% Yuba .................. 1% Other ............... 37% Kit ................... 12% Do you plan to buy an e-bike in the next 12 months? Yes .................. 24% Probably .......... 23% Maybe ............. 34% No ................... 19% What brand of e-bike do you plan to buy next? A2B ................... 1% BESV ....................... BionX ................ 1%
Blix .................... 1% BME .................. 1% Bulls .................. 6% Dahon ............... 1% Easy Motion ...... 2% E-Joe ................ 1% Electra............... 1% Emazing ............ 1% Evelo ................. 1% Falco ................. 1% Fantic ................ 1% Felt .................... 1% Focus ................ 1% Genze ................ 1% Giant ............... 12% Go Cycle ............ 1% Haibike .............. 7% HPC ................... 3% Igo ..................... 3% Faraday ............. 1% Izip .................... 2% Juiced Riders .... 3% Kalkhoff............. 1% Karmic .............. 0% KTM .................. 2% Lapierre............. 2% Liv ..................... 1% M1 .................... 1% Motiv ................. 1% Optibike............. 1% Oyama .............. 0%
Pedego .............. 2% Prodeco Tech .... 1% Raleigh .............. 4% Riese & Muller... 6% Samson............. 0% Smart Motion .... 1% Sondors............. 1% Specialized........ 5% Stromer ............. 1% Tern................... 1% Trek ................... 8% Vintage Electric . 3% Volt .................... 1% Wallerang .......... 0% Xtracycle ........... 1% Yamaha ............. 7% Yuba .................. 1% Other ................. 8% Kit ..................... 2% Not sure .......... 46% Is your next e-bike purchase going to be a? 20".................... 7% 24".................... 6% 26".................. 34% 27.5"................. 7% 29".................. 12% Fat bike ........... 17% 700c ................. 9% Other ............... 10%
If you plan to buy a fat e-bike, what brand? Bulls ................ 12% Felt .................... 3% Haibike ............ 10% Izip .................... 1% Norco ................ 3% Pedego .............. 3% Prodeco Tech .... 0% Samson............. 0% Sondors............. 2% Volt .................... 2% Undecided ....... 33% Other ............... 15% How much did your newest complete e-bike cost? $400-$800 ....... 9% $801-$999 ....... 7% $1000-$1499 . 19% $1500-$1999 . 17% $2000-$2499 ... 8% $2500-$2999 ... 7% $3000-$3999 . 10% $4000-$4999 . 13% $5000-$5999 ... 5% $6000-$6999 ... 3% $7000+............. 2%
Where did you buy your e-bike? Bike shop ........ 41% Mail order........ 13% Dept store ......... 3% Online consumer direct............... 31% Used.................. 6% Other ................. 6% What time of the year did you get your bike? Jan-Mar .......... 30% Apr-June ......... 33% Jul-Sept .......... 12% Oct-Dec........... 25% What influenced the purchase of your bike? Test results in EBA .......... 16% Ad in EBA ........ 15% Color ................ 7% Weight............... 9% Price................ 36% Dealer support.......... 26% Previous exper ............... 9% Dealer recommend .... 8% Social media ..... 5% Another website ........ 10% Ease of riding .. 25% Friends recommend .. 14% Factory team riders............... 1% Other ............... 19%
What are your sources of information on new e-bikes? EBA ................. 70% Bike shops ...... 39% Friends ............ 18% Other mags ..... 13% People at races ............... 1% Internet ........... 69% Catalogs ............ 3% Other ............... 11% What other types of bicycles do you own? Cruiser ............ 23% Hybrid ............. 21% MTB ................ 52% Recumbent ....... 7% Road ............... 35% Tandem ............. 2% Other ............... 16% When you're looking to buy, what source do you trust the most for accurate info? Edit and test in EBA .......... 67% Manufacturer's website ........... 21% Manufacturer's social media... 5% YouTube videos ........... 29% Facebook or Google ads ..... 1% Internet influencers ..... 9% Twitter ............... 0% Rider endorse.... 5% Brand ambassadors . 1% Another mag or website .... 15% 2020 / media.hi-torque.com / 35
ELECTRIC BIKE ACTION 2020 SURVEY PARTS & ACCESSORIES What are your sources of information for purchasing e-bike parts and accessories? EBA ................. 57% Ads in EBA ...... 30% Bike catalogs .. 12% Other mags ....... 8% Bike shop ........ 35% Friends ............ 14% Internet sites ... 44% Amazon ........... 15% Instagram.......... 1% Facebook .......... 5% Other ............... 11% Where do you buy your bicycle parts? Ads in EBA ...... 12% EBA social media ............. 7% Bike shop ........ 59% Online consumer direct............... 38% Pedal co ............ 6% Sporting store ... 6% Amazon ........... 36% Instagram.......... 0% Facebook .......... 2% Other ............... 15% 36 / 2020 / media.hi-torque.com
What brands(s) of tires have you purchased for your bike? Bontrager ........ 18% Continental ...... 19% CST ................... 2% Duro .................. 2% Geax.................. 1% Hutchinson ........ 5% Intense .............. 1% IRC .................... 2% Kenda.............. 24% Maxxis ............ 23% Michelin .......... 10% Nokian............... 1% Panaracer.......... 6% Ritchey .............. 4% Schwalbe ........ 18% Slime SRT ......... 2% Specialized...... 13% Suomi ............... 0% Syncros ............. 0% Tioga ................. 2% Vee Rubber ....... 6% WTB .................. 8% Other ............... 17% Stock............... 15% Do you run your tires tubeless? Yes .................. 26% No ................... 74%
What brand(s) of tubeless tire sealant have you purchased? Cream ............... 0% Finish Line......... 2% Goodyear........... 5% Gup ................... 1% Muc-off ............. 1% Monkey Goo ...... 3% Orange Seal ...... 7% Peaty's .............. 1% Schwalbe .......... 1% Specialized........ 2% Slime............... 22% Stans NoTubes 18% Trucker Co......... 2% Vittoria............... 1% Other ................. 4% None ............... 44% On average how much do you spend on e-bike parts and accessories? Less than $19954% $200-$349 ..... 16% $350-$499 ..... 11% $500-$649 ....... 8% $650-$999 ....... 6% $1000-$1499 ... 3% $1500+............. 2% What brand(s) of bicycle lights do you own? Bontrager .......... 7% CatEye............. 29%
Cygolite ............. 8% Hope ................. 0% Jet..................... 1% Knog ................. 4% Lezyne .............. 3% Light & Motion... 3% Lupine ............... 1% Marwi................ 1% Nightsun ........... 1% Niterider .......... 15% Sigma ............... 2% SSB ................... 1% Specialized........ 6% Turbo Cat .......... 1% Vetta.................. 1% Vistalite ............. 1% Trek ................... 4% Other ............... 39% None ............... 16% What brand(s) of helmet do you own? 6D ..................... 1% 100% ................ 1% ABUS ................. 1% Azonic ............... 1% Bell.................. 36% Bontrager .......... 2% Cratoni .............. 1% Dainese ............. 0% Fox .................... 3% Giro ................. 17% Lazer ................. 2% Leatt.................. 0% Louis Garneau ... 2% Lumos ............... 1% Nutcase............. 2%
O'Neal ............... 2% POC ................... 3% Pryme ............... 1% Royal ................. 0% Sena.................. 1% SixSixOne .......... 3% Smith ................ 2% Specialized...... 10% Thousand .......... 0% Trek ................... 5% Troy Lee ............ 4% Urge .................. 0% Uvex .................. 2% Other ............... 23% None ............... 14% ABOUT YOU How often do you buy EBA? 1-2 issues ......... 9% 3-4 issues ......... 6% 5-6 issues ......... 2% Subscription .... 58% Website only.... 25% How long have you been reading EBA? Less than 1 yr . 47% 1-2 years ........ 28% 3-4 years ........ 13% 5+ years ......... 12% How many people besides yourself look through your copy of EBA? 0 ..................... 46% 1 ..................... 22% 2 ..................... 10%
3 ..................... 14% 4 ....................... 4% 5 ....................... 1% 6+ ..................... 3% How often do you look at cycling related websites? 3x day ............... 4% 2x day ............... 3% Everyday ......... 16% 2x week .......... 12% Weekly ............ 30% Monthly ........... 35% Have you ever purchased cycling parts on the internet? Yes .................. 74% No ................... 26% What is your gender? Male ................ 89% Female ............ 11% What is your age? 19 or younger ... 1% 20-24 ................ 1% 25-29 ................ 2% 30-34 ................ 1% 35-39 ................ 5% 40-44 ................ 4% 45-49 ................ 8% 50-54 .............. 15% 55-59 .............. 13% 60-64 .............. 14% 65-69 .............. 19% 70+ ................. 17%
What is your total yearly household income? 200+................. 7% 150-199............ 8% 120-149.......... 13% 90-119............ 18% 70-89 .............. 13% 50-69 .............. 19% 30-49 .............. 10% Under 30 ......... 14% If you are over 18, what is your highest level of education? High school grad ............. 21% Attending college ......... 11% College grad .... 38% Postgrad degree.......... 22% Other ................. 8% How many hours do you spend riding your bike each week? Less than 3 ..... 13% 3-6 .................. 36% 7-9 .................. 19% 10-13 .............. 21% 14-17 ................ 6% 18-20 ................ 2% 21+ ................... 3%
How many other members of your family also ride e-bikes? None ............... 64% 1 ..................... 23% 2 ....................... 8% 3 ....................... 3% 4+ ..................... 2% Have you ever taken an e-bike vacation? Yes .................. 12% No ................... 70% Plan to............. 18% How much of the maintenance/ repairs/upgrades on your bicycle are done by you? 100% .............. 25% 75-99% .......... 22% 50-74% .......... 24% 25-49% .......... 10% Less than 25% 19% What other bike magazines do you buy What other bike website do you go on regularly? What other vehicles do you own? BMX .................. 4% Car .................. 80% Mountain bike ............... 51% Off-road motorcycle .... 10% Road bike ........ 38% 2020 / media.hi-torque.com / 37
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DIRT BIKE AND MOTOCROSS ACTION MAGAZINES HAVE BEEN KEY MARKETING PARTNERS FOR HUSQVARNA MOTORCYCLES AND RELAYING OUR BRAND VALUES TO THE PUBLIC. THEIR PROFESSIONALISM AND MEDIA KNOWLEDGE HAS HELPED US MAINTAIN A GREAT PIONEERING IMAGE AND MEET ADVERTISING GOALS” TAYLOR RAULS, MARKETING SPECIALIST, HUSQVARNA MOTORCYCLES 34 / 2020 / media.hi-torque.com
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World SuperEnduro champion Colton Haaker overcame a back injury to finish second this year.
METRIC SIZING 2 PAGEWIDTH(mm) SPREAD* HEIGHT(mm) BLEED TRIM LIVE/SAFETY
1/2 PAGE HORIZONTAL SPREAD* WIDTH HEIGHT Bleed Trim Live/Safety
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SENA R1
WHERE’S THE HUSQVARNA TC125 TEST? Dear MXA, After years of buying my kids new 50s, 65s, and 85s as fast as I bought them new shoes, I finally got to a stage where they will be on the same bike for a few years. This enabled me to upgrade from my trusty-but-crusty 2013 Husky CR144 to a sweet 2019 TC125. I eagerly awaited the MXA test of my new pride and joy. Alas, it was not to be. Was it so similar to the KTM 125SX that you guys decided not to test it? Please tell. Marc Ottenad via motocrossactionmag.com We had started our test on the 2019 Husqvarna TC125 when Husqvarna asked if we would lend it to Pro Circuit so that they could build a full-race Husky for Ivan Tedesco to race at the Washougal 125 All-Star event. The plus for MXA was that after the race, we would get our 2019 Husqvarna TC125 back and it would be making 42.02 horsepower and 1 pound-foot more torque. Our plan was to race it in “Ivan Tedesco trim” for a few races and then turn it back to stock for the 2019 TC125 test. We did a complete story on our Ivan Tedesco TC125, along with the current two-strokes of Damon Bradshaw, Ryan Villopoto and Travis Pastana called “Swords of the Senior Citizens.” On a side note, Ivan Tedesco never got to race the Husqvarna TC125 that Mitch Payton built for him because it didn’t get done in time to be put into the Pro Circuit semi before it left for Washougal. Put yourself in our shoes. We had a super-powerful 125 two-stroke that revved to 12,500 rpm and was equipped with air-to-spring converted forks, a re-valved shock and all the cool goodies. Every time the subject of turning it back to stock came up, the MXA test riders whined and moaned. They wanted to race it and, shame on us, we never put it back to stock.
EDITOR TOM WEBB EDITOR RON LAWSON MANAGING EDITOR MARK TILLEY ONLINE EDITOR TOM HINZ TOMH@HI-TORQUE.COM CONTRIBUTORS MARK KARIYA KINNEY JONES, KAREL KRAMER TIM TOLLESON, BRADEN KRAUSE JOHN BUMGARNER ART DIRECTOR TIM LA PAGLIA LEAD DESIGNER JACKIE CLEVELAND
We’re big fans of Sena’s original bicycle helmet, the X1. It allows users to communicate via a built-in microphone and speakers. We use them often on rides, and the communication between units is good for a distance of 900 feet, While the X1 is a big, round helmet, the new R1 has far better styling with the same great technology. It pairs with your phone, can play/share music and includes navigation as well. The new Sena R1 sells for $199, and you can use up to four helmets together. www.sena.com
PHOTO ARTIST PAT CARRIGAN
TEST CONSULTANTS PETE MURRAY, RJ WAGEMAN JUSTIN JONES, SEAN FOOS
We’ve launched a podcast, called the Electric Bike Action Podcast. We are interviewing industry luminaries, people in the trenches and enthusiasts. You can find it on iTunes, Google Play Music, Stitcher or wherever you find podcasts. https://podcasts.apple.com/us/ podcast/tony-donaldson/id1470795804
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Be nice
non-toxic & biodegradable When your engine runs cooler, your horsepower runs at its peak. Also cool: IceFlow protects all the metals inside your liquid-cooled system without harming pump seals. And beyond that, it’s nontoxic, biodegradable and eco-friendly. Very cool.
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SEPTEMBER 2019 / DIRT BIKE 103
Dear Dirt Bike, I just read the Special Edition shootout between the Honda CRF450RWE and the two KTMs (KTM and Husqvarna) in your June 2019 issue. The results seemed just like the regular 450 shootout earlier in the year, with the Honda getting beat up despite having the fastest motor and the best suspension. It seems that you continually invent new ways to bash Honda and praise KTM. And you said that you used only pro-level test riders, but I recognize them as the same guys used in the 450 shootout. Byron Aimes via riderswrite@hi-torque.com
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For the Special Edition shootout we used input from pro riders only, whereas we use a broad cross section of riders for our regular shootouts, including pros. One rider who appeared in both photos was RJ Wageman.
2019 JAMBOREES AND RALLIES
you to find our mistakes, and the 2020 Husqvarna FX450 does, indeed, have a single-overhead-cam motor, not a DOHC as we listed. We’re a little confused by the 690 Enduro subject. The KTM and Husky websites list the 690 Enduro, the Husky Vitpilen and the Husky 701 Supermoto all with the 105mm bore. There are certainly differences between the three motors, but we believe they come from the same platform. As always, we stand ready to be corrected and continue to be humbled by the depth of your knowledge.
ENOUGH TWO-STROKES
DOHC HUSKY?
Dear Dirt Bike, A DOHC Husqvarna? Is that some kind of a hint about an upcoming 2021 model, or is the July 2019 issue of Dirt Bike magazine somewhat lacking in editorial polish? Under the “Husqvarna FX450” heading on page 45 of the July 2019 issue of Dirt Bike, the “big-bore DOHC five-speeder” description looks like it was lifted from the 350 section, Dunlop AT81 tires and all. There is also some confusion about which motor is in the 690 Enduro tested in that issue. You say it’s the same motor as the 701 Husqvarna Vitpilen and Supermoto versions. The Vitpilen has the 690 Duke motor with a 108mm bore. The Supermoto has the 104mm bore. Which motor does the 690 Enduro have? Michael Traum Red Bluff, CA
Dear Dirt Bike, Am I wrong or is there a distinct malcontent vibe on social media regarding two-strokes? I’m as nostalgic as the next guy, but so many Instagram posts seem to carry on about how much better two-strokes are. If that were the case, wouldn’t they outsell four-strokes? They’re still available, you know. Nothing stops people from buying a Husky, KTM or Yamaha, and racing it. Or, is complaining easier than actually buying a bike with real money? I’ve probably owned 20 two-strokes over the years, and there are even some still in the back of the garage. But today, I ride a four-stroke and love it. Beau Drake via Facebook ❑
Michael, we can always count on
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Send e-mail to: riderswrite@hitorque.com Send old-fashion mail to: Dirt Bike Riders Write, 25233 Anza Dr., Valencia, CA 91355
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Rock Run Summer Blast...................................Aug. 8-11 Patton, PA; www.rockrunrecreation.com Manti Mountain ATV/UTV Run ...................Aug. 15-17 Manti, UT; www.mantiatvrun.com Bryce ATV/UTV Rally .....................................Aug. 20-24 Panguitch, UT, www.brycerally.org UTV Invasion.............................................Aug. 30-Sept. 3 St. Anthony, ID; www.utvinvasion.com Arapeen Jamboree ...............................................Sept. 4-8
Emery, UT; www.arapeenatvretreat.com Rocky Mountain ATV/UTV Jamboree ... Sept. 16-20 Richfield, UT; www.atvjam.com Eastern Sierra Jamboree .............................Sept. 24-28 Walker, CA; www.easternsierrajamboree.com Pumpkin Run ............................. Oct. 10-13...Hurley, WI; www.mercercc.com SxS Adventure Rally............................................. Nov. 7-9 Hurricane, UT; www.sxsadventurerally.com
34 YEARS AGO IN DIRT WHEELS What was the hot topic of conversation back in 1985? Well, that would be Suzuki’s all-new Quadracer 250. This was the first highperformance, twostroke, four-wheeler that had just come out earlier that year. It was significant, because it immediately proved to be better than three-wheelers in most comparisons. It was predicted by most experts that Honda was to follow
next year with a four-wheel version of their ATC250R. Some people weren’t willing to wait and began making three to four conversion kits. That is what we tested in our September 1985 issue. It was a kit made by 3x4 Products that turned our ATC250R into a quad. We have a reprint of that original test on our website if you’d like to see what our test riders said about it back then. Go to www.dirtwheelsmag.com.
IS THIS YOUR ATC250R? Here is a good-looking 1985 model that has been rebuilt from the ground up. However, we can’t tell you who owns it, because he didn’t include his name with his e-mail. So, once again, we want to remind everyone to provide your name, city and state with your e-mail to us. Even though it easily comes much quicker, we actually get less information than we did with the old post-office mail system.
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The pockets offered plenty of storage for a tube, CO2, tire lever and multi-tool, along with our cell phone and car keys. Sure, the pockets were stretched to the limits, but everything fit and stayed in place throughout our ride. A water bottle could be stored in a pocket if needed, but it wouldn’t be our first choice. Ideally, a rider will want to carry as much as he can on his bike, leaving less to be carried on his back. Overall, these bibs are on par with the competition and provided us with comfort and function during our test rides. If leaving the hydration pack behind for a short ride is your goal, these Zoic Carbon bib liners could be your solution. ❏
Hits • Comfortable fit with wide shoulder straps and quality chamois
• Stop-and-drop fly makes it easy to relieve yourself when nature calls
Misses • Almost identical to other options, but we’re okay with that
• Lower storage pockets can be hard to access
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with an additional zipper pocket, sit across the rider’s lower back. Similar to other storage bibs, the pockets flap over the back of your riding shorts but sit underneath your jersey. Two more pockets were added at the bottom outer corners, requiring the rider to slightly lift a pant leg to access those pockets. Zoic’s unique touch is what they call their “stop and drop horizontal fly.” This feature makes it easier to relieve yourself when nature calls. The liners were built with wide elastic straps for increased comfort and feature a seven-panel Spandex design that offers a snug fit and slight compression. Zoic also incorporates a 3-D elastic foam chamois to further improve your ride. These bib liners sell for $100 and can be found at zoic.com or at a bike shop near you. Field test results: The Carbon bib liners are offered in a variety of sizes from small to triple extra large, so finding a pair that fit was a nonissue for our testers. We slipped into our new bibs and found the wide straps to be comfortable enough that we didn’t need a base layer underneath them. This is a fairly uncommon issue, but there’s nothing worse than bib straps digging into Star Rating your shoulders or chest on a ride. Chamois feel is subjective; however, in our tests we got along just fine with Zoic’s design.
same course, with a few more sections thrown in. It started at 1:00 p.m., as the temperature was approaching 100 degrees, adding another level of difficulty. Haaker got the start, but Gomez soon passed him and started to pull away. Trystan Hart and Max Gerston pushed Haaker, but there were never sections that required teamwork among the top riders. The same couldn’t be said for the rest of the pack. Tire Mountain was at the halfway point in the loop, and many riders decided to call it quits there, simply because the pits were nearby. Most of the other riders partnered up to get over the top. There were only 10 riders who started on the second lap of that race. When Gomez came into the finish, he had a big lead, but there was drama behind him. Hart had closed in on Haaker, and when they entered a mud hole within sight of the finish, Haaker dropped his Husky and drowned it out. Hart rode on to second place in that race, while Dustin McCarthy, who was on his first lap, helped get Haaker’s bike dried out. Colton got it going and crossed the finish in third, with Gerston close behind. Grayson Gonsalves, Rich Larsen, Will Riordan and James Flynn were also credited with completing two laps. The scoring was done with a two-moto format, so Gomez won with a 2-1 score over Haaker’s 1-3. Hart was 3-2 for third. In the end, Gomez was asked what he thought of America’s idea of hard enduro. He talked of the weather and being in America. He was gracious and represented himself well. But, all the while, his eyes were saying, “Is that all you’ve got?”
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FACTORY EDITION SHOOTOUT
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If you survived everything else, your reward was one of the most frightening obstacles of all.
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VIDEO PRODUCTION TRAVIS FANT
CHECK OUT OUR NEW PODCAST
NEXT LEVEL
YOU’VE GOT A FRIEND? Dear MXA, I never liked Martin Davalos. I also never met him. But, after I read his MXA interview, I like him now. The lesson I take from this is not that I should not form opinions based on a rider’s public actions, but that the riders should be more willing to open up about who they are. Glen Northam via motocrossactionmag.com ❏
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PRINTING PROCESS
COVERS & INTERIORS: Web offset lithograph. BINDING: Call for binding specifications. UTV Action is saddle stitched. Dirt Bike, Motocross Action, Mountain Bike Action, Dirt Wheels, Electric Bike Action, and Road Bike Action are perfect bound. Please contact Hi-Torque for exact binding schedule.
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ELECTRONIC FILE DELIVERY
Ads submitted as Electronic Files need to be at Hi-Torque Publications on the Material Deadline; Please email files to the following if 20 mb or less: For Dirt Wheels, UTV Action, Mountain Bike Action, Road Bike Action or Electric Bike Action: Jennifer Edmonston - jene@hi-torque. com For Motocross Action or Dirt Bike: Eric Harter - eric@hi-torque.com Direct download links sent through Hightail, Dropbox etc. are accepted as well, please email links to the above mentioned advertising coordinator. If none of these delivery options fit your needs please contact your ad coordinator for in-house file transferring options. Digital files should be accompanied by a S.W.O.P. proof. Acceptable digital 4/color proofs or matchprint, Kodak Approvals or Epson. Color laser or ink jet proofs will be used for content only. Color laser or ink jet proofs are not acceptable for color proofing or press check. Publisher cannot be held responsible for content or reproduction quality if a proof does not accompany the digital file. Advertisers may be subject to a $100 charge for requested or required high resolution proofs printed for press check. The Publisher does not accept any liability for ads that are posted to FTP site or e-mailed. Electronic files submitted to Hi-Torque Publications should be back-up or archival copies, NEVER original or sole examples. Please mail proofs to: Hi-Torque Publications, Attn: Advertising Production Manager, 25233 Anza Dr., Valencia, CA 91355.
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Rates are subject to change upon notice from the Publisher. Publisher guarantees that signed orders and contracts will be honored at contract rate in the next issue following the announcement of a rate increase. Advertising in issues subsequent to such an increase will then be billed at prevailing rates. At the time a rate change becomes necessary, advertiser may cancel as of the effective increase date without short rate. If an order and/or new material is not received by the closing date for a contracted insertion—and in absence of written instructions to the contrary— Publisher will repeat the last advertisement run. He may at his discretion, however, omit the ad or run substitute copy. The buyer is nevertheless responsible for payment in full for the scheduled insertion.
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• DIRT BIKE • MOTOCROSS ACTION • DIRT WHEELS • UTV ACTION • MOUNTAIN BIKE ACTION • ROAD BIKE ACTION • ELECTRIC BIKE ACTION ADVERTISING DEPARTMENT ROBB MESECHER Advertising Director (661) 367-2105, robbm@hi-torque.com
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ERIC HARTER Advertising Production Manager (661) 367-2114, eric@hi-torque.com
DERRECK BERNARD National Advertising Manager (661) 367-2153, derreckb@hi-torque.com
JOHN BARILA Account Executive (661) 367-2106, johnb@hi-torque.com
MATT HIRSCH Account Manager (775) 233-2698 matth@hi-torque.com
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M E D I A
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JENNIFER EDMONSTON Advertising Production Coordinator (661) 367-2143, jene@hi-torque.com
Hi-Torque Publications, Inc., 25233 Anza Drive, Valencia, CA 91355 phone: 661-295-1910