In particular, check out Chapter 8:
Table 8.16 Bicycle Sales, 1981-2002
Table 8.17 Specialty Bicycle Sales by year, 2000-2002
Figure 8.3 Walk and Bike Trips by Trip Purpose, 2001 NHTS
Also, talking about an elaborately rationalized bicycling initiative, note this Portland, Oregon group's purpose:
... riders go out to organic farms, native american communities and sustainable businesses, doing service projects and learning about sustainability.More information at the Sustainable Energy in Motion Bike blog.