From July to August, cycling retail searches rose 108 per cent in the UK, according to stats from price comparison provider Become Europe.
Sporting goods in general proved strong online performers on these shores, while European traffic stayed largely flat, the report said. Water sports rose 108 per cent in the period, while outdoor was up 58 per cent.
Become Europe’s UK clients include MoneySupermarket, Best-Price.com, PriceGong and Twenga.co.uk.
“The sudden increased appetite for sports and outdoor pursuits can be attributed to a number of UK-specific factors, especially since we have seen no such rise in Europe,” said Michael Rausch, Become Europe's GM. “These could include the legacy of last year’s London Olympics, or the UK’s recent heatwave.
“UK retailers can learn from this summer’s trends by actively promoting sports and outdoor products during the run-up to the warmest months of 2014. This will ensure that customers shopping online will be shown content that is relevant to their needs, making a purchase more likely.”
400 UK and European shops were included in the study, which didn't specify whether the searches were converted into sales.