I note that, IMHO, based upon serial err... observation, that the young ones are at the heart of today's bicycle revolution. They appear to be the largest growth market.
Why do I say this? Locally, my beachside suburb is suddenly filled with pretty young girls and guys on cheap but colourful mixtes and step-throughs, no helmets on (or proper shoes, or even pants!), talking (or texting!) on their phones whilst riding. My mate with his new bike shop can't keep up with the demand for these retro, low cost but very attractive bikes (from Linus, Pappilionnaire, Breezer, etc.) They are creating a swell starting to approach tsunami proportions, and not a Trek, Specialised, Campognolo, or even Giant amongst them!
It is a revolution. They are making transport and fashion choices in equal measure, and will in due course comprise a new, majority cycling generation most of whom would never have watched, and would have zero interest in a Tour de France, cyclocross, or MTB race. If they discover these things (or touring, for that matter) in later life, it will be by accident. Yet they are creating the groundswell for safe cycling infrastructure, public transport bike facilities and active transport solutions that years of lobbying would never have produced!
You go girl! (And bloke)