I'd like to see where they took their sample from. It states "Regular cyclists – those who cycle at least once a week – are also disproportionately likely to read broadsheet newspapers, be well educated, have a household income of at least £50,000 per year and shop at Waitrose"
That household income is well above average, even for London. I should imagine a great majority of us started riding in our teens. Perhaps riding bikes makes you affluent 😉 Must pedal harder.
Not sure about this but I thought Waitrose was predominantly based in the south east. Seems to me another article in the Guardian can't see further than the island of London.
The report costs £1500 so I doubt there will be many going through the finer details.