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Squadrati - Ciclisti urbani: scenario e tipologia

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Il mercato della bicicletta è in crescita, nonostante la crisi. Attraverso una ricerca qualitativa online e on the road abbiamo definito quattro profili di ciclista urbano.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Squadrati - Ciclisti urbani: scenario e tipologia

  1. 1. Squadrati engaging market research IL CICLISTA URBANO SCENARIO E TIPOLOGIA 16 Settembre 2014
  2. 2. 2 COME NASCE QUESTO SCENARIO Il fenomeno del ciclismo urbano sta crescendo e sta cambiando. Ci mettiamo il naso con sessioni etnografiche e studio di siti e blog e ne tiriamo fuori quattro profili e un quadrato semiotico. Ciclica e Rh+ vedono il quadrato, gli piace e ci coinvolgono nell’operazione di posizionamento e test con i consumatori di un accessorio per il ciclista urbano: una nuova linea di occhiali. Integriamo le tipologie di ciclista urbano a uno studio dei dati di scenario italiani e internazionali che disegnano l’andamento del fenomeno bici degli ultimi anni. Il risultato è quello che segue... Aprile 2013 Febbraio 2014 Settembre 2014
  3. 3. 3 I NUMERI DELLA BICICLETTA
  4. 4. 4 LA PRODUZIONE DI BICI IN EUROPA 16% Biciclette 4% 4% 7% 7% 7% 8% 19% 9% 19% Germania altri Polonia Olanda Francia Bulgaria Ungheria . Romania Portogallo Italia Bici prodotte in Europa (x1000) 11.537 Bici prodotte in Italia (x1000) 2.195 DATI COLIBI- COLIPED 2013
  5. 5. 5 LA PRODUZIONE DI BICI IN EUROPA Componenti e accessori 11% 4% 4% 6% 9% 10% 25% 30% Italia altri Germania Romania Rep. Ceca Olanda Portogallo Francia C & A prodotti in Europa (M€) 1.646 C & A prodotti in Italia (M€) 496 DATI COLIBI- COLIPED 2013
  6. 6. 6 LA VENDITA DI BICI IN EUROPA Danimarca Olanda Finlandia UK Austria Germania Francia Belgio Portogallo Italia Spagna Bici vendute (x1000) Bici ogni 100 abitanti 550 330 410 450 1.035 780 1.606 350 2.835 3.600 3.966 0 1.000 2.000 3.000 4.000 5.000 3,30 2,70 2,60 4,80 4,75 4,30 6,60 6,20 6,00 5,70 9,60 0 3 5 8 10 DATI COLIBI- COLIPED 2013
  7. 7. 7 LA VENDITA DI BICI IN EUROPA Danimarca Olanda Finlandia UK Austria Germania Francia Belgio Portogallo Italia Spagna Bici vendute (x1000) Bici ogni 100 abitanti 550 330 410 450 1.035 780 1.606 350 2.835 3.600 3.966 0 1.000 2.000 3.000 4.000 5.000 3,30 2,70 2,60 4,80 4,75 4,30 6,60 6,20 6,00 5,70 9,60 0 3 5 8 10 DATI COLIBI- COLIPED 2013
  8. 8. VENDITA DI BICI DAL 2000 AL 2012 (x1000) 20206 19582 20461 20039 19719 20206 20322 20912 21033 21344 DATI COLIBI- COLIPED 2013 8 2.000 1.600 1.200 800 400 0 1606 1771 1750 1927 1780 1943 1998 1877 1666 1384 1418 1722 1684 25.000 20.000 15.000 10.000 5.000 0 18945 17745 17840 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 IN EUROPA IN ITALIA
  9. 9. 9 2,7 bici vendute ogni 100 abitanti (4,6 nel Nordest) -8,2% calo delle vendite nel 2012 rispetto al 2011 (-144mila unità) la crescita del settore della bici nel suo complesso. 161 milioni € vs. 154 del 2011 NEL 2012 IN ITALIA +4,5% DATI COLIBI- COLIPED + EICMA 2013
  10. 10. 10 BICI VS. AUTO 2011 Vengono vendute più bici che auto. 1.750.000 vs. 1.748.000 2012 Cresce la forbice. 1,6 milioni di bici vendute vs.1,4 milioni di auto immatricolate. DATI COLIBI- COLIPED + ACMA 2012-2013
  11. 11. 11 10% 7% 18% 3% 30% 32% Mountain bike Trekking o city bike Bici da bambino Classiche Da corsa Elettriche o a pedalata assistita TIPI DI BICI VENDUTE DATI ANCMA 2013
  12. 12. 12 BICI ELETTRICHE E PEDALATA ASSISTITA +19,27% di vendite in Europa nel 2012: 900,0 800,0 700,0 600,0 500,0 400,0 300,0 200,0 100,0 0 854 716 588 422 279 173 98 2006 2007 2008 2009 2010 2011 2012 Germania e Olanda si spartiscono da sole il 65%. L’Italia ha il 5% del mercato europeo, ma le vendite registrano un +9,5% nel 2012 (per un totale di 46mila bici vendute) e una previsione di superare le 60mila nel 2013. DATI COLIBI-COLIPED + ANCMA 2013
  13. 13. 13 66 Città con servizio di bike sharing. Di queste, sono 14 città ad avere un servizio di bike sharing elettronico. 48.000 Sono più di 48 mila gli iscritti al servizio di bike sharing elettronico nelle varie città italiane. Milano: 16.568 iscritti, 2800 biciclette. Torino: 18.000 iscritti, 640 biciclette. 1,2M A Milano da gennaio a giugno 2014 i prelievi di bici BikeMi sono stati 1,2 milioni (media di 10mila al giorno). Un terzo in più rispetto al 2013. BIKE SHARING IN ITALIA DATI EUROMOBILITY
  14. 14. 14 FESTIVAL, FIERE, EVENTI, BLOG
  15. 15. 15 TIPOLOGIA DEI CICLISTI URBANI
  16. 16. 16 scelta razionale (risparmio, salute, comodità) scelta emotiva (moda, divertimento)
  17. 17. 17 senso di appartenenza easy going (ciclista devoto) (ciclista laico)
  18. 18. 18 4 PROFILI DI CICLISTA URBANO Velorutioner Biker worker Fissato Dilettante
  19. 19. 19 VELORUTIONERS pedalata militante ‣ Scelta razionale e simbolica ‣ Attitudine da makers ‣ Coscienza di gruppo ‣ Sensibilità ecologica
  20. 20. 20 Progresso Difficilmente sostituiscono la bici con un altro mezzo di trasporto: la ritengono superiore dal punto di vista pratico e etico. Autonomia Spesso la costruiscono o aggiustano da soli, o comunque sono consapevoli del suo funzionamento. Comunità Sentono di appartenere a una comunità e si interessano o impegnano al miglioramento della “vita del ciclista”, anche in antagonismo rispetto alle auto.
  21. 21. 21 STREET REVOLUTION
  22. 22. 22 LIFESTYLE REVOLUTION
  23. 23. 23 BIKER WORKERS pedalata intermodale ‣ Scelta razionale ‣ Ricerca di praticità ‣ Meno estetica, più sicurezza
  24. 24. 24 Razionalità La bici è il mezzo più economico e ecologico per muoversi. Si risparmiano soldi e emissioni. Praticità Ricercano comodità e sicurezza, sia nei modelli di bici che negli accessori. La bici come segmento di spostamenti intermodali. “Laicità” Nonostante l’uso intenso della bici, non hanno un forte senso di appartenenza al mondo biker.
  25. 25. 25 EVERYDAY BIKE
  26. 26. 26 FISSATI pedalata hipster ‣ Scelta estetica e simbolica ‣ Esibizionismo e individualismo ‣ Grande disponibilità di spesa
  27. 27. 27 Status symbol Cura ed estetizzazione dei dettagli. Ispirazione vintage o di remix sportivo. Sono disposti a spendere molto e esibiscono la bici con orgoglio (il resto del tempo la tengono in salotto). Individualismo Non costruiscono la loro identità di biker intorno a temi condivisi, come ecologia o qualità della vita. Distinzione La bici è un elemento di distinzione dalla massa, ma anche di riconoscimento all’interno di una “tribù”.
  28. 28. 28 FIXED ELEGANCE
  29. 29. 29 STREET POWER
  30. 30. 30 Dilettanti pedalata della domenica ‣ Soft users ‣ Condivisione & divertimento ‣ Bike mood
  31. 31. 31 Soft users Non vanno in bici regolarmente, ma solo in condizioni protette (clima, traffico...). Divertimento Andare in bici è spesso legato a momenti di svago e di gruppo. Bike mood Senza essere ciclisti convinti, subiscono il fascino del dimensione da bikers che passa attraverso festival, blog, locali, accessori di moda...
  32. 32. 32 BICYCLE MOOD
  33. 33. 33 Squadrati srls Via Ripamonti 44 - 20141 - Milano squadrati@squadrati.com www.squadrati.com

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