The Numbers Every Pet Marketer Must Know
If you want to sell pet products, you need to know your audience on a fundamental level. That requires hard data — the raw material that facilitates proper audience segmentation. Without it, your pet food marketing campaigns will be scattershot, poorly targeted and irrelevant to most of the people you reach.
Fortunately, we’ve collected the data and consumer insights you need to connect with the right pet-owning audience.
The pet-owning audience, by the numbers
Audience research can provide us with critical insight. It tells us who pet owners are, how they spend their money and the hobbies, interests and priorities that drive them. Armed with this data, it becomes possible to create finely targeted pet food marketing campaigns that resonate with buyers and spur them into action.
This market data can be broken down into three primary categories: Commercial data, demographic data and personal interest data.
Let’s take a closer look at all three, beginning with commercial data.
What commercial pet owner data tells us
Examining how pet owners spend their money gives us clear insight into buyer motivation. Unlike with consumers surveys or interviews, there is little open to interpretation here. These are quantifiable numbers, which makes them highly reliable.
Consider the following:
84.6% of pet owners in the U.S. are searching for products or services they want to buy.
93.1% of pet owners in the U.S. are visiting online retail sites such as Amazon.
60.1% of pet owners in the U.S. are the main shoppers in their households.
81.9% of pet owners in the U.S. are always looking for the best deals for products they want to buy.
Additionally, free delivery, coupons, and discounts increase the likelihood of U.S. pet owners buying a product online; followed next by reviews from other consumers.
Pet owners in the U.S. typically discover new brands and products through TV ads and word-of-mouth recommendations. Search engine recommendations and online ads are next in order of importance.
What demographic pet owner data tells us
Demographic information also plays a critical role in audience analysis by illuminating who owns pets, the kinds of pets they own and their financial attributes.
U.S. pet owners are 51.2% female; 48.8% male.
49% of U.S. pet owners are married; the slight majority are childless.
Household incomes of pet owners are in the mid-50th percentile.
Dogs are the most common pet (71.8%), followed by cats (49.6%).
What personal hobby and interest pet owner data tells us
By evaluating how pet owners spend their time and gauging their hobbies and interests, it’s possible to create tailored pet food marketing messages designed to resonate with audiences. Package design, product naming and other creative processes are more informed by analyzing this kind of data.
Hobby and interest data shows us the following about today’s pet owners:55.4% of pet owners are interested in wildlife/nature; camping and hiking are their next greatest interests (47%) followed by technology (46.6%).
FOX, CNN, ESPN, Food Network, History Channel and HGTV are the most-watched networks by pet owners.
U.S. pet owners report being fans of the NFL (55.5%), baseball (42.9%), basketball (40.1%), soccer (38.5%) and hockey (25.6%).
Pet owners in the U.S. are most likely to participate in the following sports and activities: swimming, exercise classes such as yoga and spinning, basketball, soccer, and golf.
U.S. pet owners enjoy cooking, food & drinks, traveling, DIY and home improvement and gardening more than the average person (and, of course, pets and pet care).
Choosing the right pet food marketing firm
A great marketing agency uses all tools at its disposal: Hard research data, engaging creative work, deeply informed audience analysis and sophisticated technology. At BIGEYE, we have the tool suite to help you create the kind of compelling pet food marketing campaign that truly moves the needle.