Survey Says

Check Out What’s New in The 2005-2006 APPMA National Pet Owners Survey

The 2005-2006 APPMA National Pet Owners Survey features new content on animal segments and topics not previously researched by APPMA. As you read through The Survey you will find many expanded data points, however, some added areas of note include the study of American equine population and ownership, the arrangements pet owners make upon the death of their pet, how owners celebrate their pets with parties and gifts, pet-themed merchandise, trends in self-service and mobile grooming and an analysis of dog ownership by breed.

Equine Statistics

For the first time, The Survey features top-line demographics and other data on the American horse population and equine ownership. This new data shows that four percent (4%) of the U.S. population owns a horse, translating to 4.2 million horses in the U.S. Of American horse owners, eighty-one percent (81%) also own a dog and sixty-eight percent (68%) also own a cat. These high percentages are indicative of the natural synergies and unique distribution opportunities that exist amongst these categories.

Further, The Survey points out that approximately $31 is spent every time a horse owner shops on-line, more than the average dollar amount spent by other pet categories. Two-thirds of equine owners keep their horses at home while the rest board their equine elsewhere. Equine ownership is especially strong in the southern and western regions of the country. Owners who board their horse at home are significantly more likely to have children under the age of 18 living at home. Equine owners with no young children living at home are equally divided between keeping their horse at home and boarding it outside. Regardless of where a horse is kept, equine owners report higher average annual incomes than the total U.S. population.

Additional equine data points featured in The Survey include demographics of equine owners, person most likely to make purchases, media preferences and attitudinal profiles of American equine owners.

Urns and Headstones

Other new facts from The 2005-2006 Survey show that an average of one out of ten dog and cat owners would buy an urn for their pet upon its death. Similarly, another one out of ten owners would buy a headstone for their pet upon its passing. These numbers translate to nearly 20 million urns and 12.5 million headstones that will be purchased for both dogs and cats combined upon their passing.

Parties, Gift-Giving and Pet-Themed Merchandise

Pet owners aren’t only concerned about the afterlife. One out of ten dog and cat owners hold parties for their pet. Yes, parties! And guests are always invited, be they human or animal. Naturally, gifts are bought for the party pet with twenty seven percent (27%) of dog owners buying birthday gifts for their pet and thirteen percent (13%) of cat owners doing the same. An average of twenty-two dollars ($22) is spent per pet gift between these two categories.

But birthdays are not the only time pet owners are in a gift-giving mood. Owners also buy their pets gifts for occasions other than their birthday. A gift given for no special occasion is reported as the most popular reason for gift-giving, followed by Christmas, the pet’s birthday and when the pet is good. In fact, across all animal categories an average of $17 is spent on each pet’s gift

That’s not all. Four out of ten pet owners have bought pet-themed merchandise for themselves in the past 12 months. This includes such merchandise as calendars, jewelry, t-shirts, coffee mugs, etc. that have pet-themed designs. Owners love presents that remind them of their pet.

Self-Service Grooming Salons

Most pet owners still prefer to take their pet to a full service grooming salon, but mobile grooming services might become more and more popular as owners’ busy schedules preclude them from visiting the salon regularly. The same holds true for self-service grooming salons as more pet owners are interested in grooming their pet themselves at self-service salons.

Dog Breeds

Another new component of The 2005-2006 National Pet Owners Survey is an analysis of pets owned by common dog breeds. Among other things, The Survey shows whether the dog is considered to be a pure breed or a mixed breed, breed of dog as it relates to household income, where owners obtained their dog and how much they spent to purchase their dog as it relates to breed and size of dog. Survey responses indicate that the most popular types of dogs owned are Labrador Retrievers, Dachshund, German Shepherd, Chihuahua, Beagle, Golden Retriever and Poodles, just to name a few.

Need More Data? Use APPMA’s New Customized Market Reports to Define Your Business Strategy

Do you need product specific or unique data to make important decisions in your company? APPMA can help. Now you may obtain market research specific to your particular interests!

Customized reports can be prepared by cross-tabulating your specific areas of interest with other data points featured in The APPMA National Pet Owners Survey. Simply determine your research parameters and scope of work and APPMA will prepare your exclusive customized report.

Or, if you need even more specific data involving a question not yet researched in The National Pet Owners Survey, you may contact us to discuss the possibility of joining your customized questions with The APPMA National Pet Owners Survey data collection process. A customized report will be prepared and distributed to you in conjunction with The 2007-2008 National Pet Owners Survey development.

Both of these customized report options are available for a fee, and may be available for a limited time during the development of the next Survey edition. Requests will be processed on a first come basis. Contact the APPMA Member Services Department to discuss these opportunities.

Help APPMA Develop Upcoming Editions

Your feedback and involvement are important to us. Please tell us what features you would like to see in upcoming editions of The Survey. Your suggestions will help us capture new data and product trends and will help us expand the scope of The Survey in a way that is most useful to you.

Please be certain to share your comments by completing a brief online survey. Also, consider contributing your expertise by participating in our development committee for the next edition. To send us your comments, simply go to www.appma.org/surveyfeedback to complete the questionnaire.

Put The Survey To Work For You!

Savvy companies know that The APPMA National Pet Owners Survey helps them determine the direction of their business. They also know that it makes good sense to arm all of their employees with the tools they need to make important decisions. That’s why, as a benefit of membership, APPMA has distributed one complimentary copy of The Survey to each member firm and has made additional member copies available at a deeply discounted price.

For more information on how to use your National Pet Owners Survey or to order additional copies, please contact the APPMA Member Services Department at memberservices@appma.org or 203-532-0000.