Study: UK young adults show increased intent to buy an eBike

More young adults were more willing to buy an eBike last year, although there was a significant amount of people struggling to identify legal products, according to a study conducted by the E-Bike Positive campaign.

Young adults aged between 25 and 34 were planning to travel by eBike over cars or public transport driven by health and environmental concerns. Nearly half (49.34%) said they’re more likely to buy an eBike now than they were a year ago.

The shift also gained traction amongst the broader UK population. Over a fifth (20.47%) of UK citizens were more likely to buy an eBike and take advantage of the benefits that this mode of transport could bring.

“This surge in eBike enthusiasm among young adults shows the future of transport is already here – and it’s healthier, more sustainable, and more accessible than ever. Cycle retailers are absolutely ready to support this shift and in a way that helps ensure no rider should put themselves in danger with substandard kit,” said Jonathan Harrison, Director of the Association of Cycle Traders.

Despite the willingness to buy eBikes, riders’ knowledge of eBike products still needed to increase, according to the study. More than half of the 2,000 respondents said they would likely buy non-manufacturer-approved eBike components, such as batteries, chargers and conversion kits, from online marketplaces if significantly cheaper.

These products could pose serious safety risks, particularly fire hazards, according to experts. Among young adults aged between 25 and 34, only 63% said they would be able to determine if an eBike was road-legal. Also, nearly one in four current eBike owners felt unable to distinguish between road-legal eBike products and non-legal, potentially hazardous aftermarket alternatives. This level of confusion was apparent among respondents aged between 35 and 44, where 55% struggled to differentiate between the two.

“That’s why we need to do all that we can to clearly explain the difference between safe road legal e-bikes and potentially unsafe aftermarket alternatives. With 1 in 4 people unable to make the distinction between what’s safe and what isn’t when it comes to eBikes, we need to do more to increase awareness so people can make informed decisions when it comes to travel choices,” said Duncan Dollimore, Head of Campaigns at Cycling UK.

Conducted in May 2025, the survey gathered insights from over 2,000 people across the UK of varying ages and backgrounds. It was part of the E-Bike Positive campaign backed by the Association of Cycle Traders (ACT), Bicycle Association (BA), Cycling UK and Bosch eBike Systems.

Not long before, the Bicycle Association launched its eBike Action Plan for Government, pitched as a comprehensive plan to tackle the issue of fires attributed to unsafe eBike batteries.

The 22-page eBike Action Plan emphasises, right from page 2, that eBike-related fires are largely caused by unsafe or incompatible products, often sold direct from overseas and marketplaces. It also underlines the point that riders in the ‘gig economy’ – are among the key drivers for these high risk products.