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Dispelling the Myths; Marketing Bicycling to Women
- 1. Women on a Roll Marketing Bicycling to Women; Increasing Female Ridership Photo by Martha Williams
- 2. Women Bike aims to change the face of bicycling by creating pathways for women of all backgrounds to embrace bicycling and participate as riders, advocates and leaders
- 3. Women on a Roll First Women Bike report Compiles more than 100 data points Identifies barriers and opportunities to get more women riding
- 5. Myth: Women are a homogeneous group WOMEN BIKE
- 7. Myth: Women aren’t concerned about biking as a community issue
- 8. Myth: Women don’t commute by bike
- 9. Myth: Women don’t ride as much as men
- 10. Myth: Women aren’t engaged in advocacy
- 11. Myth: Women are a bicycling minority
- 12. Myth: Women bicyclists are no different than men
- 13. Myth: Women aren’t absolutely, positively essential to mainstreaming bicycling
- 14. Myth: Gender parity isn’t possible Myth: Gender parity isn’t possible Netherlands = 55% women
- 15. 2012 2013 Engaging more women = Leading edge of bike advocacy 2012: Two-hour panel, 200 attendees 2013: Full-day event, 400 participants 2014: Join us on March 3!
- 16. Motivations TOP 3 REASONS WOMEN RIDE >> Fun (73%) >> Fitness (69%) >> Recreation (45%)
- 17. Motivations Riding for health >> 93% of Seattle women said cycling is “great exercise and keeps me in shape”
- 18. Motivations Riding with family >> Women (31%) are significantly more likely to ride as a family activity than men (18%)
- 19. Motivations Riding for social connection >> 42% of women say they’d ride more if they had people to ride with
- 20. Motivations Riding for empowerment >> 3,100+ riders for Rapha Women’s 100 >> 36% of 2012 USA Triathlon members were women
- 21. Messaging >> 5 Cs to More Women Riding… >> Comfort >> Convenience >> Confidence >> Consumer products >> Community
- 22. Messaging Don’t change how people THINK Change how people FEEL
- 25. Messaging It’s NOT about the bike, or the ride, or the cycle track, or the law, or the trail, or the bike plan, or the education class…
- 27. Messaging It’s NOT about the bike, or the ride, or the cycle track, or the law, or the trail, or the bike plan…
- 28. Media 3/4 of women online use social media 72% of online women use Facebook (62% of men) Female bicyclists are more likely than male cyclists to have a Facebook (85% vs 64%) and Twitter (34% vs 24%) account
- 29. Women are more active on Pintrest and Instagram Media Pintrest: 25% of online women Instagram: 15% of online women
- 30. Media Word of mouth: 67% of women follow up when sent a news item by a friend or family Women are 56% more likely than men to share or like what others post on social media
- 31. Media Who are your MESSENGERS? >> on your website >> featured in your materials >> in leadership Photo of Janette Sadik-Khan, by Derin Thorpe, courtesy of Momentum magazine
- 32. Women Bike: Join Us! Attend the National Women’s Bicycling Forum bikeleague.org/forum March 3, 2014 Use our resources bikeleague.org/womenbike Subscribe to our E-news bikeleague.org/womenbike Join our community facebook.com/womenbike @womenbike | #womenbike Contact carolyn@bikeleague.org