Goin to the Dogs. The following slides provides in-depth information to this consumer segment of the American adult population.

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Elisabeth Cox
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1 It s Puppy Love! Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

2 Goin to the Dogs The 133 rd Annual Westminster Kennel Club Dog Show will be held on February 9 th in New York City s Madison Square Garden. It is the dog event of the year for dog lovers, and this two-day event reaches attendance numbers of tens of thousands, and its TV viewers are in the millions. Who are these doggie devotees? Experian Simmons SM analyzed data from its Simmons National Consumer Study/Simmons National Hispanic Consumer Study to determine who national dog show event TV viewers are. The following slides provides in-depth information to this consumer segment of the American adult population. Source: Experian Simmons National Hispanic Consumer Study/National Hispanic Consumer Study Summer 2008 Full Year

3 Men or Women TV Viewers? Sixty-one percent of American consumers who watch national dog show events on TV are women and 39% are men. In fact, women are 19% more likely to watch these shows while men are 20% less likely to watch national dog show events on TV as compared to the average adult. 39% 61% Male Female

4 In Human Years, How Old Are National Dog Show TV Viewers? The greatest appeal is among older consumers specifically those aged Watch national dog show on TV (Index)

5 Region With Most National Dog Show TV Viewers The South! Of those who watch national dog shows on TV, 39% reside in the South region. 19% However as the chart below illustrates, it is the adult consumers residing in the Midwest who are 12% more likely than the average adult to watch these shows on TV; and Southerners are only 5% more likely to watch % 39% % South Midwest Northeast West 50 Midwest South Northeast West Watch national dog shows on TV (Index)

6 The Dogs House Dog owners will tell you; it s the dogs house, the owners of the house are just allowed to live there. What type of home do the dogs and their owners live in? 70% 60% 50% 40% 30% 69% 20% 10% 4% 5% 0% Condominium Mobile home House Resident type they own

7 They love their dogs and their cats, birds, and fish too! Consumers who watch national dog shows on TV are 21% more likely than the general American adult population to have pets. The chart below illustrates which pets they are most likely to have as well as how many of each Birds Cats Dogs Fish 1 2 to 3 4+

8 They Shop for Pet Supplies Online This consumer segment is 126% more likely to purchase their pet supplies online but 31% of them still buy their pet s treats from supermarkets. Convenience may be a large factor to this great percentage since they are already in supermarkets to grocery shop. 50% 40% 30% 20% 31% 28% 27% 10% 0% Supermarkets Discount stores 15% 13% 7% PetSmart PETCO Other Online Where did you purchase your pet supplies?

9 Even Online Searches Have Gone to the Dogs! Dog product searches represent close to 40% of the pet-related searches made on PriceGrabber.com; and fish product searches make up the second most popular pet subcategory. 2% 5% 10% 39% 21% 23% Dogs Fish Cats Small pets Birds Reptiles *Top categories within the Pet SubCategory on PriceGrabber.com ranked by Visits from January 1 to 22, 2009

10 So What Are Pet Owners Buying? Dog products make up four of the top five pet products consumers clicked on in the pets subcategory* on PriceGrabber.com, a sister company of Experian Simmons. Top 5 Pet Products on PriceGrabber.com from January 1 22, 2009 Prescription Diet Canine z/d Ultra Allergen Free ZDULTRA18LB Price $66.91 Dog - Carriers & Crates : Nylabone Fold Away Medium Den & Carrier $76.39 The Quick Release Dog BackPacks DOGBACKPACK $31.03 Furminator Large Yellow Dog Deshedding Tool Brush Rake $27.99 All Glass Aquariums 100/125 Gallon All-Glass Versa-Top - GLASS CANOPY 18 X 72 $60.98 * Pets subcategory includes dogs, cats, fish, small pets, birds, and reptiles.

11 Good Dog! Here s a Treat! Below are the top five dog biscuit/treat brands dog lovers provide their pets Pedigree Breath Buster Milk Bone Pupperoni's IAMS Snausages Dog Biscuit/Treat Brand

12 Thank You! For more information, please visit or call Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

Trends in the U.S. Pet Market. David Sprinkle Research Director, Packaged Facts

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