I bumped across this older document on a recent study done on demographic profile of tourists who use cycling as one of their vacation activities/transportation mode.

Relative to the average Canadian Pleasure Traveler, Cyclists are more likely to be male (54.9%) and 18 to 44 years of age. Cyclists are over-represented among young couples, young singles and mature families with teenage children. This is a moderately affluent segment with an above-average level of education (38.9% have a university degree – ranked 7th of the 21 outdoor activity types) and above-average household incomes ($78,827 – ranked 9th of the 21 outdoor activity types). They are over-represented among residents of Quebec, Alberta and British Columbia.
More info. for document's abstract & full document:
http://www.tourism.gov.on.ca/english...ycling_cdn.htm