E-bikes are bicycles that provide pedal-assistance to aid people in cycling. Because of the potential of promoting sustainable transportation, more attention has been focused on the e-bike market. This paper investigates the differences of the cycling experience and perceptions between e-bike and conventional bicycle users, using samples drawn from independent bicycle dealer customers. A total of 806 respondents in the United States took the on-line survey, including 363 e-bike-owning respondents. The results show that e-bikes play a more important role in utilitarian travel, such as commuting and running errands, compared to a conventional bicycle. Conventional bicycle-owning respondents use their bicycles more for recreation and exercise. Also, e-bike owners tend to bike longer distances and take more trips per week. Both e-bike respondents and bicycle respondents stated that improved health was a key factor for cycling, while Millennials and Generation X respondents cycle to save time and improve the environment. Finally, an ordered logit model is proposed for evaluating factors that influence interest in future e-bike ownership. Travel purpose, e-bike familiarity, annual household income, and education level are statistically significant factors in the model. These findings begin to provide insight and a profile of potential new markets for e-bikes in the United States.