Pet Ownership & Buyer Behaviour Data by: Amárach Research PetAware Project
Background & Objectives April 13 Amárach Research commissioned to conduct a survey - 3 cat and dog owners and 3 non pet owners. The survey focused on the areas of well being in relation to pet ownership, animal welfare, the spaying/neutering and microchipping of cats and dogs. The objective of this research was to provide solid statistics and trends in relation to animal welfare and cat and dog ownership in Ireland.
Pet Owner Profiles Cats & Dogs Cat Dog Owners (155) (3) (Base: 3) Gender Age Region Social Class Male 18-4 5-34 16 Dublin 4 6 33 36 Female 66 64 35-44+ 45-54 3 7 ROL Munster 19 8 4 6 ABC1 F5+ 67 64 9 7 34 36 CDE Conn/ 9 F5-55+ 4 Ulster 8 8
Pet Owner Profiles Cats & Dogs Cat Dog Owners (155) (3) (Base: 3) Living Status Accommodation Occupation Children Married 5 3 3 House 1 1 6 Employed 4 41 ABC1 F5+ 38 3 Living as Married Single 5 55 Apartment Other 69 74 Not Employed 6 59 CDE F5-6 68
Number of Cats/Dogs Owned Number of Cats Number of Dogs (Base: All who own a cat 155) (Base: All who own a dog 3) 7 3 6 7 1 3 1 1 56 7 3 4+ Mean Score: 3 4+ 1.8 Mean Score: 1.5 (Qa/b)
Aquisition Channels Cat owners (155) Dog owners (3) Research Used Most Useful Spoke to family/friend Spoke to a vet Researched online Spoke to a welfare group Always had cat/dog Cat/ Dog sat for friend/family member Looked at online adverts Spoke to breeder Don t know/did not research 3 35 15 15 14 36 13 15 9 6 5 18 5 16 4 1 Spoke to family/friend Cat/ Dog sat for friend/family member Spoke to a welfare group Spoke to a vet Always had cat/dog Researched online Spoke to breeder Looked at online adverts Don t know/did not research 7 3 4 1 11 9 1 8 6 3 5 1 4 6 6 13 1 (Q8a/b)
The Aquisition Channel Actually Chosen Cat owners (155) Dog owners (3) From family member / friends litter Stray Welfare group/animal shelter Family member/friend I breed my own litter and kept it (breed own family pet) 6 1 5 5 18 18 1 8 5 1 Registered breeder Pet store Online Other Don t know 3 1 4 1 3 1 1 16 13 (Q9)
Reason for Using Acquisition Channel Dog From family/friends litter Welfare group/shelter Registered Breeder hey had the breed of dog I as looking for 4 I wanted to rescue 58 They had the breed of dog I was looking for 74 t was convenient t was less expensive than ther channels 3 6 Staff were helpful and trustworthy I was concerned that other channels may get their dogs from puppy farms or bad breeders 4 37 I was concerned that other channels may get their dogs from puppy farms or bad breeder 9 hannel was suggested by a amily member/friend 1 (Q1)
Reason for Using Acquisition Channel Cat From family/friends litter Stray Welfare group/shelter t was convenient 63 I wanted to rescue 76 I wanted to rescue 93 t was less expensive han other channels It was convenient 4 Staff were helpful and trustworthy 1 hannel was suggested y family member/friend Less expensive than other 8 channels I had used this channel previously 14 at just needed a home 15 I wanted a pet that was spayed, neutered and had vaccinations 14 (Q1)
Reasons why didn t choose Welfare group / Pound Cat owners (18) Dog owners (181) I wanted a kitten/puppy Did not choose to adopt a cat The adoption process is too difficult I don t know very much about pet adoption Don t know what you will get with a sheltered animal I did not want a second hand cat/ dog 6 3 17 15 17 11 13 9 1 3 7 Feel animal from welfare group might be vicious or have something wrong with them Offered a cat/dog from elsewhere I wanted a pedigree dog I don t know the history of the animal Did not have desired breed 6 6 7 15 15 (Q11)
Perceptions of non pet owners Research before getting a pet Channel most likely to be chosen Reasons why I wouldn t choose to adopt 11
Research options BEFORE Getting Pet Non Pet Owners Cat owners (56)* Dog owners (16) Speak to family/friend with a cat/dog Speak to a welfare group Research online Speak to a vet Speak to a breeder Mind a cat/dog as a trial Look at online adverts (classified) Speak to a trainer Other Don t know 3 3 16 17 13 7 15 13 1 3 59 48 45 46 51 (Q13,19)
Acquisition - Option Most Likely to Choose Non Pet Owners Cat owners (56)* Dog owners (16) Welfare group or shelter From family 1 1 5 53 Family member/friend Registered breeder 13 7 11 Stray Other breeder Don t know 4 1 (Q14,)
Reasons why Non-Pet Owner Would Not Choose Welfare Group/Pound Cat owners (7)* Dog owners (6)* I would want a kitten/puppy I don t know very much about pet adoption Don t know what you will get with a shelter animal 15 18 11 3 8 48 I don t know the history of the animal I would prefer a pedigree dog 37 Feel the animal might be vicious or have something wrong with them Feel previously owned pets can never really bond with you 1 1 Feel welfare groups are sad places 7 (Q15,1)
Understanding of Welfare Groups Knowledge and Concern Awareness Perception 15
Knowledge and Concern for Animal Welfare Familiar (1-7 Knowledge of Animal Welfare PET OWNERS 13 33 NON PET OWNERS 31 Concerned (1-8) Concern for Animal Welfare PET OWNERS 5 6 NON PET OWNERS 19 4 Somewhat familiar (6-4) 54 44 5 Unfamiliar (3-1) Mean: 6 5 55+ Somewhat concerned (7-5) 69 39 Unconcerned (4-1) Mean: 8 7 (Q4,5,8,9)
Spontaneous VS Prompted Awareness of Animal Welfare Groups Pet owners Non pet owners Spontaneous 34 6 41 15 31 13 9 1 49 Local Pound 8 35 1 7 59 56 Prompted Other regional SPCA Spontaneous Prompted 9 8 11 15 11 1 4 1 8 3 8 9 (Q3,4,9,3)
Perception of Welfare Groups Pet Owner Non Pet Owner Overall positive perception 53 51 Negative perception 5 3 Dedicated to supporting animal welfare 18 13 They are caring people 5 5 They deserve more support 1 11 Doing best to rehome animals 5 Undervalued 1 4 Too extremist 3 3 They are well needed organisations 7 4 Good but fighting a loosing battle 3 5 (Q3,5)
How Many Dogs are there in Ireland? Data taken from UCD study* 9 CSO 11 Pound statistics 1 Amarach Research 13 Demography of the pet dog and pet cat Population on the island of Ireland and human factors influencing pet ownership Martin Downes, Mary J. Canty, Simon J. More 19
Dog numbers in Ireland From the UCD research of 9 we know that: 35.6 of households in ROI have one or more dogs CSO 11 identified 1,658,43 households 35.6 = 59,334 households with one or more pet dogs 13 Amarach Research indicates there are 1.5 dogs per household = 885,51 dogs That s a lot of dogs!
Dog Numbers in Ireland 8,+ dogs in Ireland! Conservatively if there is 1 Natural attrition annually (death by old age, sickness, injury, lost etc.) There is a demand of approximately 8, dogs annually in ROI 1
Meeting The Demand Based on pound statistics & UCD research it is estimated that welfare groups and pounds are rehoming 1 of that number From UCD study - approximately 4 of welfare/ pound dogs are transferred abroad. Therefore - up to 7, dogs annually in Ireland being supplied by breeders, breeding establishments, unwanted litters thorough a variety of channels
Summary Even though respondents perception of online channels is low, online has become a prominent channel for research and purchase of pets. People are choosing to adopt animals from welfare groups because they want to rescue an animal. Respondents said they would not adopt from a welfare group as they would want a younger animal and they are uncertain about the history and temperament of the animal. Spontaneous awareness of animal welfare groups is low, however when prompted awareness was high. Overall perception of animal welfare groups is high.
THANK YOU Our aim with the research was to have data that wasn t anecdotal. Even if every welfare group/pound rehomed every animal in their care, then we would still have a huge shortfall in demand and the need to regulate breeding and improve welfare standards is paramount. 4