Background and Purpose Methodology and Sample Questionnaire Revisions 2012 CHANGE IN METHODOLOGY xvii Margin of Error Footnotes Custom Reports GENERATION DATA PREVIOUS AND NON-PET OWNERS Demographics Store Type Definitions United States Census Regions Map EXECUTIVE SUMMARY General Information about Pet Ownership 2 Trended Pet Ownership 3 1 Number of U.S. Households that Own a Pet 4 2 Pet Ownership by Generation 5 3 Number of Pets Owned by Species 6 4 Pet Combinations Owned 7-10 5-6g Where Pets are Obtained 11 7 Where Pet Owners Learned of the Availability of Their Pet Average Amount Spent to Purchase Pet 12 8, 9 Average Amount Spent on Pet Care Categories in the Past 12 Months 13 10 Caring for a Pet s Health 14, 15 11 Calming Products Electronic Tracking Devices 16 12, 13 Health Insurance for Dogs and Cats Pets Given Medications/Drugs 17, 18 14-15c Percentage of Pets Given Vitamins and/or Other Supplements 18 16 Use of Specially Formulated Food for Dogs and Cats 19 17 Overweight/Malnourished Pets Pets on a Special Diet Percentage of Pets Given Treats 20 18, 19 Pet Services Used in the Past 12 Months 21 20 Flea and Tick Product Use All-Natural, Chemical-Free Flea and Tick Products 22 21 Leash Ownership Odor Neutralizers 23 22, 23 Training Devices Used 24 24 Arrangements Made When Pet Owner is Traveling Arrangements Made When Pet Owner is at Work 25 25, 26 Information Sources 26 27 Use of the Internet as a Source of Information About Pets 27 28a - 28c Local/Independent Pet Stores versus Pet Chains/Superstores 28, 29 29a - 30 xvi xvi xvi xvii xvii xvii xviii xviii xviii xviii xix i
ii Importance of Brand Name When Purchasing Pet Products 30 31, 32 Toy Purchases for Pets 31 33 When Gifts are Purchased for Pets Percentage of Pets that Share Gifts 32 34 Average Spent per Gift Average Number of Gifts Purchased Holiday Parties for Pets Bought Pet-Themed Merchandise 33 35, 36 Benefits of Owning Pets 34 37 Drawbacks of Owning Pets 35 38 Priority of Large Medical Expenses Provisions for Pet in Owner s Will 36 39, 40 Arrangements to be Made if Owner Could No Longer Care for Pet Pet Ownership 12 Months From Now 37 41, 42 What Owner Would Buy Upon Pet s Death 38 43 What Owner Would Do If Pet Died 39, 40 44-47 New Supplies for a New Pet Previous Pet Ownership 41 48-50 Reasons for Owning Multiple Pets 42 51 Demographic Profile 43-46 52a - 52c Average Number of Years as a Pet Owner 47 53a, 53b Outdoor Products Currently Owned Care of Free-Roaming Animals 48-49 54-58 Feeding Wild Birds Amount Spent on Wild Bird Feed/Seed 50, 51 59-60c How a Pet Owner Becomes Aware of New Pet Products 52, 53 61, 62 Influence of the Economy on Pet Ownership 53 63 Pets in the Workplace 54 64 Appendix 55, 56 A - D Questionnaire 57-63 DOG OWNERSHIP General Information About Dog Ownership 66 1, 2 Number of Dogs Owned 67 3a, 3b Gender and Size of Dog Breed of Dog 68, 69 4-5b Average Age of Dog 69 6a, 6b Where Dogs are Obtained Average Number Obtained From Source 70 7a Where Dogs are Obtained by Size of Dog and Generation 71 7b, 7c Where Dog Owners Learned of the Availability of Their Dog Average Amount Spent to Purchase Dog 72 8, 9 Length of Time as a Dog Owner Length of Time Owned Current Dog 73 10-11b Where Dog is Kept During the Day and at Night Where Dog Sleeps at Night 74 12 Veterinarian Visits Obese/Overweight Dogs Dogs on a Special Diet 75 13 Services and Products Obtained From the Veterinarian 76 14
Dental Health and Dogs 77 15 Percentage of Dogs that are Spayed or Neutered 78 16a - 17b Medications/Drugs Given to Dog Outlets Where Medications/Drugs are Obtained 79, 80 18, 19 Dogs Given Flavored Oral Medication 81 20a, 20b Homeopathic Remedies Given to Dogs 82 21a, 21b Calming Products Used on Dogs 83 22a, 22b Flea and Tick Products Purchased in the Past 12 Months 84 23 Flea and Tick Product Use by Region 85, 86 24a - 24d All-Natural, Chemical-Free Flea and Tick Products 87 25a, 25b Vitamin and Other Supplement Use 88 26-28 Health Insurance for Dogs 89 29, 30 Obedience Training for Dogs Training Devices Used 90 31, 32 Electronic Tracking Devices 91 33a, 33b Services Used in the Past 12 Months 92 34 Types of Dog Food Purchased in the Past 12 Months Food Used Most Often 92, 93 35 Types of Dog Food Purchased in the Past 12 Months by Size of Dog 94 36 Type of Dog Food Used Most Often by Size of Dog 95 37 Forms of Dog Food Used Occasionally and Most Often 96 38, 39 Size of Dry Dog Food Purchased Most Often Use of Specially Formulated Food 97 40, 41 Treat Purchases 98 42-44 Types of Treats Purchased Average Number of Treats Fed per Day 99 45, 46 Types of Chews Purchased Average Number Purchased Kind of Chews Purchased 100 47 Frequency of Taking Dog to a Dog Park 101 48a, 48b Frequency of Walking the Dog 102 49a, 49b Arrangements Made When Dog Owner is Traveling 103 50 Average Number of Trips Pet-Friendly Places Frequency Dog Accompanies Owner on Errands 104, 105 51-54 Methods Used to Secure Dog in Car 105 55 Arrangements Made When Dog Owner is at Work 106, 107 56a - 56c Leashes Currently Owned 107 57 Material of Leash Frequency of Buying Leash Harness/Halter and No-Pull Collar Ownership 108 58, 59 Ownership of Non-Flea and Tick Collars 109 60 Ownership of Kennel/Cage, Carrier/Crate 110 61, 62 iii
Ownership of Water/Food Bowls 111 63 Important Features When Selecting a Bowl 112 64 Designer Dog Products 113 65 Brushes and Other Grooming Tools Owned 114 66a Brushes and Other Grooming Tools Owned by Size of Dog 115 66b Outlets Where Grooming Tools are Purchased 116 67 Grooming Methods Odor Neutralizers 117 68, 69 Information Sources 118 70 Trends in Information Sources 119 71a, 71b Dog Care Items Currently Owned Purchased in the Past 12 Months Average Number Plan to Purchase in the Next 12 Months Outlets 120-122 72 Dog Care Items Currently Owned Purchased in the Past 12 Months Plan to Purchase in the Next 12 Months 123 73a, 73b Outlets Where Dog Care Items are Usually Purchased 124, 125 74 Importance of Brand Name When Purchasing Dog Products 126 75-76b Specific Expenses for All Dogs Owned 127, 128 77a, 77b Trends in Expenses for Dog Care Items 128-130 78a - 78g Share of Dollars 131 79 Local/Independent Pet Stores versus Pet Chains/Superstores 132 80, 81 Preferred Outlet When Shopping for Dog Care Items 133 82 Toy Purchases for Dogs Toy Purchases by Demographic Segments 134, 135 83-84c Types of Toys Purchased 135 85 Material of Toys Purchased If Dogs Share Toys 136 86, 87 When Gifts are Purchased for Dogs 137 88a, 88b Average Spent per Gift Average Number of Gifts Purchased 138 89-91 Percentage of Dogs that Share Gifts 139 92a, 92b Holiday/Birthday Parties for Dogs Bought Pet-Themed Merchandise 140, 141 93a - 93c Benefits and Drawbacks of Owning Dogs 141, 142 94 Benefits and Drawbacks of Owning Dogs by Generation 143, 144 95a - 95d Benefits and Drawbacks of Owning Dogs by Presence of Children 144, 145 96 Priority of Large Medical Expenses Provisions for Dog in Owner s Will 146, 147 97-98b Arrangements to be Made if Owner Could No Longer Care for Dog 147, 148 99a - 99c Hospice Care for Dog 148 100a, 100b What Owner Would Buy Upon Dog s Death 149, 150 101a-101d What Owner Would Do If Dog Died 151 102a, 102b How Long Owner Would Wait to Replace Dog New Supplies for a New Pet 152 103, 104 iv
Previous Pet Ownership 153 105, 106 Reasons for Owning Multiple Pets 154 107 Demographic Profile 155-157 108a, 108b Questionnaire 158-180 CAT OWNERSHIP General Information About Cat Ownership 182 1, 2 Number of Cats Owned 183 3, 4 Gender of Cat Breed of Cat 184 5-6b Average Age of Cat in Human Years Where Cats are Obtained Average Number Obtained from Source 185 7, 8 Where Cat Owners Learned of the Availability of Their Cat 186 9a, 9b Average Amount Spent to Purchase Cat Length of Time as a Cat Owner 187 10-11b Length of Time Owned Current Cat 188 12a, 12b Where Cat is Kept During the Day and at Night 189 13 Veterinarian Visits Services and Products Obtained 190 14 Cats Taken to a Professional Groomer 191 15a, 15b Obese/Overweight Cats Cats on a Special Diet 192, 193 16a - 17 Percentage of Cats that are Spayed or Neutered 193, 194 18-19c Medications/Drugs Given to Cat 195 20 Outlets Where Medications/Drugs are Obtained 196 21 Cats Given Flavored Oral Medication 197 22a, 22b Homeopathic Remedies Given to Cats 198 23a, 23b Calming Products Used on Cats 199 24a, 24b Flea and Tick Products Purchased in the Past 12 Months 200, 201 25a, 25b Flea and Tick Product Use by Region 201, 202 26a - 26d All-Natural, Chemical-Free Flea and Tick Products 203 27a - 27c Vitamin and Other Supplement Use 204 28a - 29 Health Insurance for Cats 205 30a, 30b Training Devices Used 206, 207 31a - 32 Electronic Tracking Devices 207, 208 33a, 33b Services Used in the Past 12 Months 208 34 Types of Cat Food Purchased in the Past 12 Months Food Used Most Often 209 35 Forms of Cat Food Used Occasionally and Most Often Size of Dry Cat Food Purchased Most Often 210 36, 37 Use of Specially Formulated Food 211 38a, 38b Treat Purchases 212 39, 40 v
Types of Treats Purchased Average Number of Treats Fed per Day 213 41 Arrangements Made When Cat Owner is Traveling 214, 215 42a, 42b Average Number of Trips Cat has Taken by Transportation Mode Arrangements Made When Cat Owner is at Work 215 43, 44 Leashes Currently Owned Material of Leash Frequency of Buying Leash Harness/Halter Ownership 216, 217 45, 46 Ownership of Non-Flea and Tick Collars 217, 218 47, 48 Ownership of Carriers Material of Carrier Kitty Condo/Cat Bed Ownership 218, 219 49-51 Ownership of Water/Food Bowls 220 52 Important Features When Selecting a Bowl 221 53 Designer Cat Products 222 54a, 54b Brushes and Other Grooming Tools Owned Outlets Where Grooming Tools are Purchased 223 55, 56 Scratching Post Ownership 224, 225 57-58b Types of Litter Boxes Owned Litter Box Liners Size and Type of Litter Usually Purchased Litter Box Deodorizer 226, 227 59 Odor Neutralizers Information Sources 228, 229 60-61b Trends in Information Sources 230 62a - 62c Cat Care Items Currently Owned Purchased in the Past 12 Months Average Number Plan to Purchase in the Next 12 Months Outlets 231-233 63 Items Currently Owned Purchased in the Past 12 Months Plan to Purchase in the Next 12 Months 233 64a, 64b Outlets Where Cat Care Items are Usually Purchased 234 65 Importance of Brand Name When Purchasing Cat Products 235 66-67b Specific Expenses for All Cats Owned 236-238 68a - 68c Trends in Expenses for Cat Care Items 239, 240 69a - 69e Share of Dollars 241 70 Local/Independent Pet Stores versus Pet Chains/Superstores Preferred Outlet When Shopping for Cat Care Items 242 71, 72 Toy Purchases for Cat Types of Toys Purchased 243 73, 74 Average Number of Toys Purchased If Cats Share Toys 244 75, 76 When Gifts are Purchased for Cats 245, 246 77a, 77b Average Spent per Gift Number of Gifts Purchased Cats that Share Gifts 246 78a - 79 Holiday/Birthday Parties for Cats Bought Pet-Themed Merchandise 247 80a, 80b Benefits and Drawbacks of Owning Cats 248, 249 81a Benefits and Drawbacks of Owning Cats by Generation 250 81b Priority of Large Medical Expenses Provisions for Cat in Owner s Will 251 82, 83 Arrangements to be Made if Owner Could No Longer Care for Cat 252 84a, 84b vi
Hospice Care for Cat What Owner Would Buy Upon Cat s Death 253, 254 85a - 86b What Owner Would Do If Cat Died 254, 255 87a, 87b How Long Owner Would Wait to Replace Cat 255 88 New Supplies for New Pet Previous Pet Ownership 256, 257 89-91 Reasons for Owning Multiple Pets 257 92 Demographic Profile 258-260 93a, 93b Questionnaire 261-279 FISH OWNERSHIP General Information About Fish Ownership 282, 283 1, 2 Average Number of Fish Owned 283, 284 3-5 Type of Freshwater Fish Owned 285 6 Where Fish are Obtained 286, 287 7a - 7c Where Fish Owners Learned of the Availability of Their Fish Average Amount Spent to Purchase New and/or Additional Fish 288 8, 9 New Equipment Bought 289 10a, 10b Length of Time as a Fish Owner Ownership of Bowls, Desktop Aquariums and Tanks 290 11, 12 Average Number of Bowls, Desktop Owned Aquariums, Tanks and Stands Owned 291 13 Ownership of Bowls, Desktop Aquariums and Tanks by Size 291, 292 14 Outlets Where Bowls, Desktop Aquariums and Tanks are Obtained 292, 293 15 Material and Shape of Tanks 293 16 Tank Maintenance Service 294 17a, 17b Medications and Treating Compounds 295 18 Kinds of Medications/Treating Compounds Purchased Outlets Where Medications/Treating Compounds are Obtained 296 19a - 20 Types of Fish Food Purchased in the Past 12 Months 297 21, 22 Outlets Where Food is Purchased Average Number of Purchases in the Past 12 Months 298 23 Arrangements Made When Fish Owner is Traveling 298, 299 24a - 24c Information Sources 300 25 Information Sources by Generation 301 26 Trends in Information Sources 302-304 27-28f Freshwater Fish Accessories Currently Owned Purchased in the Past 12 Months Average Number Plan to Purchase Outlets 305-307 29, 30 Saltwater Fish Accessories Currently Owned Purchased in the Past 12 Months Average Number Plan to Purchase Outlets 308-311 31, 32 vii
Fish Accessories Currently Owned Purchased in the Past 12 Months Plan to Purchase 312 33a, 33b Importance of Brand Name When Purchasing Fish Accessories 313 34a, 34b Specific Expenses for All Fish Owned 314 35 Share of Dollars - Freshwater Fish Share of Dollars - Saltwater Fish 315 36a, 36b Local/Independent Pet Stores versus Pet Chains/Superstores Preferred Outlet When Shopping for Fish Care Items 316, 317 37-38c When Gifts are Purchased for Fish 318, 319 39a, 39b Average Number of Gifts Purchased per Year Average Spent per Gift 319 40a - 41b Bought Pet-Themed Merchandise 320 42a, 42b Benefits and Drawbacks of Owning Fish 321-323 43a, 43b Benefits of Owning Fish by Type of Fish Owned 324 44a - 44c Drawbacks of Owning Fish by Type of Fish Owned 325 44d - 44f Likelihood of Still Owning Fish in 12 Months Provisions for Fish in Owner s Will 326 45a - 46 Arrangements to be Made if Owner Could No Longer Care for Fish What Owner Would Do If Fish Died 327 47-49 Previous Pet Ownership 328 50, 51 Reasons for Owning Multiple Pets 329 52 Demographic Profile 330-332 53a, 53b Questionnaire 333-352 BIRD OWNERSHIP General Information About Bird Ownership 354 1, 2 Number of Birds Owned 355 3a, 3b Gender and Size of Bird 356 4a, 4b Species of Bird Average Age of Bird 357 5, 6 Where Birds are Obtained 358, 359 7a, 7b Where Bird Owners Learned of the Availability of Their Bird 359, 360 8a, 8b Average Amount Spent to Purchase Bird 360 9 Length of Time as a Bird Owner 361, 362 10a - 10c Veterinarian Visits 362 11a, 11b Services and Products Obtained from the Veterinarian Malnourished Birds Birds on a Special Diet 363 12 Birds with Beaks/Nails Trimmed or Wings Clipped Medications/Drugs Given to Bird 364 13, 14 Vitamin and Other Supplement Use 364, 365 15-17 Types of Bird Food Purchased in the Past 12 Months Outlets Where Purchased 366, 367 18-21 viii
Size of Bird Food Purchased 367, 368 22 Treat Purchases Outlets Where Treats are Purchased 369, 370 23-26 Arrangements Made When Bird Owner is Traveling Cage Ownership 371 27, 28 Type of Cage Owned Material of Cage 372 29, 30 Frequency of Cage Replacement Cage Cleaning and/or Sanitizing 373 31, 32 Cage Liners 374 33 Information Sources 374, 375 34-36 Bird Care Items Currently Owned Purchased in the Past 12 Months Average Number Purchased Plan to Purchase Outlets 376 37 Bird Care Items Currently Owned Purchased in the Past 12 Months Plan to Purchase 377 38a, 38b Outlets Where Bird Care Items are Usually Purchased 377, 378 39 Importance of Brand Name When Purchasing Bird Products 379 40-41b Specific Expenses for All Birds Owned 380 42 Local/Independent Pet Stores versus Pet Chains/Superstores 380, 381 43, 44 Preferred Outlet When Shopping for Bird Care Items 381 45 When Gifts are Purchased for Birds 382, 383 46a - 46c Average Number of Gifts Purchased per Year Average Spent per Gift 383 47a, 47b Bought Pet-Themed Merchandise 384 48a, 48b Benefits and Drawbacks of Owning Birds 384, 385 49 Benefits and Drawbacks of Owning Birds by Generation 386 50 Benefits and Drawbacks of Owning Birds by Presence of Children 387 51 Priority of Large Medical Expenses 388 52a, 52b Provisions for Bird in Owner s Will 389 53a, 53b Arrangements to be Made if Owner Could No Longer Care for Bird 390 54a, 54b What Owner Would Buy Upon Bird s Death 391 55a, 55b What Owner Would Do If Bird Died 392 56, 57 New Supplies for a New Pet Previous Pet Ownership 393, 394 58-60 Reasons for Owning Multiple Pets 394 61 Demographic Profile 395-397 62a, 62b Questionnaire 398-408 SMALL ANIMAL OWNERSHIP General Information About Small Animal Ownership 410 1, 2 Number of Small Animals Owned 411 3a, 3b Type of Small Animal Owned 412 4a, 4b Type of Small Animal Owned by Number of Children in the Household 413 5a, 5b ix
Type of Small Animal Owned by Single versus Multiple Small Animal Owners 414 x 6a, 6b Multiple Small Animal Ownership 415 7a - 7c Where Small Animals are Obtained 416 8a Where Small Animals are Obtained by Type Owned 417 8b Where Small Animal Owners Learned of the Availability of Their Small Animal 418 9a, 9b Average Amount Spent to Purchase Small Animal 419 10, 11 Length of Time as a Small Animal Owner Where Small Animal is Kept During the Day and at Night 420 12, 13 Medications/Drugs Given to Small Animals Vitamin and Other Supplement Use 421, 422 14-16 Types of Small Animal Food Purchased in the Past 12 Months 422, 423 17 Top Five Foods Fed to Each Small Animal Type 423, 424 18a - 18d Outlets Where Food is Purchased Average Number Purchased in the Past 12 Months 425 19 Treat Purchases 426 20, 21 Treat Purchases by Region; Presence and Number of Children; Generation 427 22a, 22b Outlets Where Treats are Purchased 428 23 Arrangements Made When Small Animal Owner is Traveling 429 24 Cage Ownership Number of Cages Owned Material of Cage Frequency of Replacing Cage Cage Cleaning and/or Sanitizing 429, 430 25, 26 New Equipment Bought with the Purchase of New/Additional Small Animals 431 27 Information Sources 431, 432 28, 29 Small Animal Care Items Currently Owned Purchased in the Past 12 Months Average Number Purchased Plan to Purchase in the Next 12 Months 432, 433 30 Items Currently Owned Purchased in the Past 12 Months Plan to Purchase in the Next 12 Months 433, 434 31a, 31b Small Animal Care Items Purchased in the Past 12 Months by Type of Small Animal Owned 434, 435 32a - 32d Outlets Where Small Animal Care Items are Purchased 436 33 Small Animal Care Items Purchased on the Internet 437 34a, 34b Importance of Brand Name When Purchasing Small Animal Products 438, 439 35-36c Specific Expenses for All Small Animals Owned 439, 440 37, 38 Local/Independent Pet Stores versus Pet Chains/Superstores Preferred Outlet When Shopping for Small Animal Care Items 441 39, 40 When Gifts are Purchased for Small Animals 442 41a, 41b Average Number of Gifts Purchased Average Spent per Gift 443, 444 42a - 43c Bought Pet-Themed Merchandise 445 44a, 44b Benefits and Drawbacks of Owning Small Animals 446-448 45a, 45b
Provisions for Small Animal in Owner s Will 449 46a, 46b Arrangements to be Made if Owner Could No Longer Care for Small Animal 450 47 What Owner Would Buy Upon Small Animal s Death 451 48a, 48b What Owner Would Do If Small Animal Died 452 49a, 49b How Long Owner Would Wait to Replace Small Animal 453 50a, 50b New Supplies for a New Pet 454 51a, 51b Previous Pet Ownership 455 52a, 52b Length of Time Between Previous Pet and Current Pet 456 53a, 53b Reasons for Owning Multiple Pets 457 54 Demographic Profile 458-460 55a, 55b Questionnaire 461-469 REPTILE OWNERSHIP General Information About Reptile Ownership 472 1, 2 Number of Reptiles Owned 473 3 Type of Reptile Owned 474 4a, 4b Type of Reptile Owned by Number of Children in the Household 475 5a, 5b Type of Reptile Owned by Single versus Multiple Reptile Owners 476 6a, 6b Multiple Reptile Ownership 477, 478 7a - 7d Where Reptiles are Obtained 479, 480 8a, 8b Where Reptile Owners Learned of the Availability of Their Reptile Average Amount Spent to Purchase Reptile 481 9-11 Length of Time as a Reptile Owner Where Reptiles are Kept 482 12-13b Medications/Drugs Given to Reptile Vitamin and Other Supplement Use 483, 484 14-17 Types of Reptile Food Purchased in the Past 12 Months 485 18 Top Five Foods Fed to Each Reptile Type 486, 487 19a - 19e Outlets Where Food is Purchased 488 20 Treat Purchases 489 21, 22 Treat Purchases by Region, Presence of Children and Generation Outlets Where Treats are Purchased 490 23, 24 Arrangements Made When Reptile Owner is Traveling 491 25a, 25b Information Sources 492, 493 26a - 27 Reptile Care Items Currently Owned Purchased in the Past 12 Months Average Number Purchased Plan to Purchase in the Next 12 Months 494 28 Items Currently Owned Purchased in the Past 12 Months Plan to Purchase in the Next 12 Months 495 29a, 29b Reptile Care Items Purchased in the Past 12 Months by Type of Reptile Owned 495-497 30a - 30f xi
Outlets Where Reptile Care Items are Purchased 498 31 Reptile Care Items Purchased on the Internet 499 32a - 32c Importance of Brand Name When Purchasing Reptile Products 500 33, 34 Specific Expenses for All Reptiles Owned 501, 502 35, 36 Local/Independent Pet Stores versus Pet Chains/Superstores Preferred Outlet When Shopping for Reptile Care Items 503 37, 38 When Gifts are Purchased for Reptiles Average Number of Gifts Purchased per Year 504, 505 39a - 40b Average Spent per Gift Bought Pet-Themed Merchandise 506 41a - 42 Benefits and Drawbacks of Owning Reptiles 507-509 43, 44 Reptile Ownership 12 Months From Now 510 45a, 45b Provisions for Reptile in Owner s Will 511 46a, 46b Arrangements to be Made if Owner Could No Longer Care for Reptile 512 47 What Owner Would Buy Upon Reptile s Death 513 48a, 48b What Owner Would Do If Reptile Died New Supplies for a New Pet 514, 515 49a - 51 Previous Pet Ownership 516, 517 52a - 53b Reasons for Owning Multiple Pets 517 54 Demographic Profile 518-520 55a, 55b Questionnaire 521-529 HORSE OWNERSHIP General Information About Horse Ownership 532 1, 2 Number of Horses Owned and/or Leased 533, 534 3a - 3d Average Number of Horses Owned by Region and Income 534 4 Average Amount Spent to Purchase Horse 535 5a - 5c Length of Time as a Horse Owner 536 6a - 6c Primary Rider of Horse 537 7a, 7b Where Horse is Kept Veterinarian Visits 538 8, 9 Services and Products Obtained from the Veterinarian 539 10 Where Horse Receives Routine and Emergency Treatment 540 11, 12 Medications/Drugs Given to Horse 541, 542 13-13c Outlets Where Medications/Drugs are Obtained 543 14 Form of Horse Supplement Usually Used 544 15 Types of Food Purchased in the Past 12 Months 545 16a, 16b Food Fed Most Often Food Purchased versus Food Used Most Often 546, 547 17a - 18 Grooming Tools Owned 548 19 Information Sources 549 20 xii
Horse Care Items Currently Owned Purchased in the Past 12 Months Plan to Purchase in the Next 12 Months 550 21 Outlets Where Horse Care Items are Purchased 551 22 Importance of Brand Name When Purchasing Horse Products 552 23-24b Specific Expenses for All Horses Owned 553 25 Average Amount Spent on Services in the Past 12 Months 554 26 When Gifts are Purchased for Horses 554, 555 27a, 27b Average Number of Gifts Purchased 556 28a, 28b Average Spent per Gift 557 29a, 29b Bought Pet-Themed Merchandise 558 30a, 30b Benefits and Drawbacks of Owning Horses 559-560 31, 32 Priority of Large Medical Expenses 560 33 Provisions for Horse in Owner s Will 561 34a, 34b Arrangements to be Made if Owner Could No Longer Care for Horse 562 35a, 35b Arrangements to be Made Upon Death of Horse 563 36a, 36b What Owner Would Do If Horse Died 564 37a, 37b How Long Owner Would Wait to Replace Horse 565 38a, 38b Previous Pet Ownership 566, 567 39a - 40b Reasons for Owning Multiple Pets 567 41 Demographic Profile 568-570 42a, 42b Questionnaire 571-578 LIFESTYLE AND MEDIA SURVEY Background, Purpose and Objective 580 Number of Pets Owned by Species 581 1 Pet Combinations Owned 582 2 Age and Gender of Person Most Responsible for Purchasing Pet Products 582 3 Pet Ownership by Generation 583, 584 4a - 4d Trended Leisure Activities of Current Pet Owners 585 5a Leisure Activities of Current Pet Owners by Type of Pet Owned 586 5b Leisure Activities of Current Pet Owners by Generation 587 5c Media Viewing Habits 588 6a, 6b Reasons for Using the Internet in the Past Year 589 7 How a Pet Owner Becomes Aware of New Pet Products 590 8 How a Pet Owner Learns About Pet Products on the Internet 591 9 Items Purchased Online 592 10, 11 Pet Owners and Personal Statements 593, 594 12 xiii
Spending Time with a Pet as a Leisure Activity 595, 596 13a - 13c Outdoor Products Currently Owned 596 14a, 14b Garden Pond Ownership Size of Garden Pond Average Number Owned 597 15a - 16 Garden Pond Accessories 598 17a, 17b Garden Pond Owners and Leisure Activities 599 18 Garden Pond Owners and Personal Statements 600, 601 19 Garden Pond Fish Considered Pets 602 20a, 20b Care of Free-Roaming Animals 603 21, 22 Frequency of Providing Care to Free-Roaming Animals 604 23a, 23b Current Pet Owners Who Care for Free-Roaming Animals and Personal Statements 605 24 Pets in the Workplace 606, 607 25a - 25c Specific Health Benefits from Pet Ownership 607, 608 26a, 26b Influence of the Economy on Pet Ownership 608, 609 27-28c Reasons for Not Currently Owning a Pet 610 29 Demographic Profile 611-614 30a - 30c xiv