Potential user groups
To date, there is little research into the background of the existing clientele for pedelecs. The available studies show that the majority of pedelec users can be classified in two main groups: 65+ people and commuters. Nevertheless, the average age of pedelec buyers is decreasing. This is likely to be the result of a growing number of commuters using pedelecs and/or new target groups discovering this new means of transport.
Since a number of years, sales of pedelecs in the EU are steadily increasing. Whereas the numerical growth of the pedelec market is apparent, it is much more difficult to prove the growing popularity of the vehicle among different sections of the population. Available research clearly shows a significant interest among elderly, physically impaired and commuters. Although this means of transport is very suited for many other target groups, they have not yet been mapped in any research. Study of relevant literature allows for the distinction of the following target groups.
More information on potential user groups can be found in the Policy guide on Electric bicycles 
.
Car drivers
The electric bike is particularly appropriate for convincing die-hard car drivers to leave their vehicle aside for short distances because it overcomes a number of “popular” objections against cycling.
Commuters
Commuters opt for the car rather than for the bike as soon as they have to travel more than 7 kilometres. The average speed of an electric bike is 24 km/h, compared with 17 km/h on a traditional bike. Since electric bikes make rides easier (no transpiration) and quicker, commuter trips up to 15 km one way are within reach. Employers can incite their employees to use a pedelec for commuting, for instance by participating in existing tax incentive schemes such as allowances for commuting by bike or company bikes, by including pedelecs in mobility plans or by leasing pedelecs.
Parents & shoppers
Carrying a child and/or full shopping bags on a bike can be quite arduous. Pedelecs solve the problem of carrying weight, whether it concerns a child in a seat on the rear carrier, bags on the front and/or back of your vehicle, a trailer, etc. Manufacturers begin to develop specific pedelecs for this purpose, for instance carrier
cycles with pedal assistance or electric cargo bikes.
Professional groups who need to travel a lot over short distances
Home delivery is becoming fashionable again. Grocers, bakers, butchers, fishmongers, etc. redevelop this service to the customer in an attempt to distinguish themselves from their competitors and to improve their customer relations. Whereas in earlier days, they would have used a moped, today a pedelec will prove to be just as fast and effective whilst being clean and quiet. This in turn will have a positive contribution to the social responsibility of the company. In the meantime, the pizza-boys and all other food home delivery services are abandoning mopeds for the benefit of pedelecs. Lawyers, bankers, real estate agents, doctors and couriers are also putting pedelecs in use to make their professional trips faster, more reliable and enjoyable.
Emergency services
The very first ambulance pedelec was shown at the Dutch national pedelec test day in 2008. Since, several models have been introduced and purchased. They are very robust bicycles equipped with cases that hold life support equipment. Police officers patrolling by bike are becoming a very familiar sight in more and more European cities. The bicycles are easy to manoeuvre, quiet and allow for a fast pursuit irrespective of the terrain or traffic.
Civil servants and politicians
Many postal services in the EU already have pedelecs on the road, among which in Germany, UK, Finland, the Netherlands, Denmark, France, Italy and Austria. Of course, pedelecs for postal services need to be specifically designed for their heavy duties. Several companies have such models in their range. These extra strong pedelecs are equipped with special features such as racks and bags to carry the post, a special stand and a stabiliser to prevent the front wheel from tilting during standstills.
Pedelecs are also very well suited for civil servants and politicians who regularly have to travel short distances for work. Pedelecs allow them to ride without getting out of breath and without sweating, regardless whether the ground is flat or hilly. Moreover, the fact that they opt for sustainable mobility will have a positive influence on public opinion.
65+
In 2008, 17.1% of the population in the EU-27 was aged 65+, that is 84.6 million people (source: Eurostat). Many of them become less mobile as they age. As a result of failing strength and a deteriorating condition, they are no longer capable of cycling. Pedelecs allow this age group to remain mobile and fitter for a longer time. Also, there are models available, which are specifically designed for this group, for instance pedelecs with a step-through frame and electric three wheelers.
Furthermore, pedelecs can also incite grandparents to go cycling with their grandchildren, since with pedal assistance they will be able to keep up with them.
People with health problem
The Swiss study « Evaluation d’impact sur la santé Promotion du vélo à assistance électrique » (Evaluation of the impact on health of the promotion of pedelecs) concludes that pedelec use helps to prevent cardiovascular diseases, hypertension, diabetes type II and colon cancer. As a result, pedelec use helps to reduce the general cost of the health system.
Apart from the preventative function of pedelec use, the vehicles are also extremely well suited to allow people suffering from chronic diseases to continue to exercise or to rehabilitate. This is the case for patients with multiple sclerosis, cancer, obesity, cardiovascular diseases, etc.
Tourists
Cycling tourism in Europe is becoming increasingly popular! Little by little tourist businesses in hilly or mountainous regions discover the potential of pedelecs to achieve sustainable tourism. They put pedelecs up for rent, develop specific cycling routes and create spots where cyclists can charge their batteries.
City trips by pedelec are bound to prosper. The importance of tourism use of pedelecs for their acceptance as a utilitarian means of transport should not be underestimated. Many people have their very first pedelec experience during their holidays. Once they have been introduced to the vehicle and “felt” it, an interest may start to grow. Furthermore, tourism makes pedelecs visible.
