October 2007 / Issue 16
Survey Says
Find Out What Everyone is Talking About: There's Something for Everyone in The APPMA National Pet Owners Survey
By Anne C. Ferrante
Senior Director, Member Relations & Business Development
The 2007-2008 APPMA National Pet Owners Survey is a one-of-a-kind resource that gives pet product producers and other interested business entities a thorough overview of today's American pet products marketplace. Using this resource on a regular basis keeps readers updated on the most recent and influential trends in the American market. The knowledge gained from this powerful tool can position you as a savvy decision maker and can help to positively affect the direction of your corporate strategy; and indeed, determine the very success of your business.
Trended Data that can Help Determine the Direction of Your Business
Large and small businesses alike can gain an advantage from using the information in The National Pet Owners Survey. Your competition is no doubt scouring the pages of The Survey, as are your customers, other buyers and new investors into the pet products industry. There's no need to let them get an edge on you. Simply study the following tips to learn how you can get the most out of this powerful APPMA membership benefit.
Using Your 2007-2008 APPMA National Pet Owners Survey:
The more you use this incredible marketing tool, the more value you will derive from it and the more you will come to rely on it! The Survey, when carefully examined, can unlock a wealth of opportunities for your company or can spare you from making drastic mistakes based on an outdated strategic plan. Since The Survey is updated every two years, rest assured that it contains the most updated analyses available. This trended data can help you identify long and short-term trends that can make or break the success of your current and future product lines. A working knowledge of The Survey is a must when:
- Identifying and assessing market opportunities
- Studying long-term and emerging trends
- Expanding your current product line to a new animal species
- Determining new product launches
- Developing your marketing strategy
- Understanding your consumer
The Anatomy of The National Pet Owners Survey
To fully understand the information contained in The Survey, it is critical that you understand how to use each of the components contained within. For example, understanding the methodology of The Survey and the demographics of the respondent universe is often as crucial as knowing the exact verbiage and the response options of each question asked. Some areas of The Survey are more self-explanatory than others; however the following items are key to successfully navigating through The Survey:
- Table of Contents
- Background and Purpose
- Executive Summary
- Species-Specific Analyses
- Questionnaires
- Lifestyle and Media Study
Read the Table of Contents thoroughly as it details every area contained in The Survey and notes the corresponding data tables. It will help you get the "lay of the land" so you will understand the flow and context of The Survey.
Background and Purpose
The Background and Purpose contains the research methodology. It details the particulars of the pet owning respondent universe and how the sample closely matches the demographics of all pet owners in the U.S., based on a variety of demographic variables.
- Items in the Background and Purpose section include: the total number of questionnaires that were mailed, return rate and map of the U.S. indicating the states that were included in The Survey.
Study the Executive Summary carefully. The Executive Summary highlights key parts of The Survey and it compares similar questions across all species of pets. The Executive Summary reveals national trends and statistics including the total number of pets in the U.S. by species as well as the total number of pet owning households in the U.S., and compares the demographics of pet owners to the total U.S. sample.
Species-Specific Analyses
When more specific information is required, it is imperative you read through the Species-Specific Analyses of The Survey. Species-Specific information is featured for dog, cat, fish, bird, small animal, reptile and equine categories.
At the conclusion of each Species-Specific section, demographics appear comparing The Survey's pet owning respondents to all pet owners in the U.S. and to the total U.S. sample. This includes both pet owners and non-pet owners alike. A complete comprehension of the data in the section will also allow you the opportunity to request additional proprietary reports based on the information required by your customized parameters.
Questionnaires
Found at the end of each species-specific section is The Questionnaire that was mailed to pet owners; the responses to which are detailed throughout The Survey. By reading through The Questionnaire, you will become more familiar with the specific questions and response options that were asked of pet owners. This understanding will help you interpret and use the data in the correct context.
The Lifestyle and Media Study
The Lifestyle and Media Study is located at the end of The Survey. This section explores the personal attributes of American pet owners. It creates an attitudinal profile, studies lifestyle and media preferences and serves as a helpful examination of what motivates American pet owners. The Lifestyle and Media Study affords an in-depth understanding of the emotional connection people have to their pets. Information in this section includes:
- The age and sex of the person most responsible for purchasing pet products across all species.
- How pet product purchasers become aware of new products.
- The relationship between the source of awareness of new pet products and that same source as used as an information provider.
- Online shopping habits of pet owners and amount spent each time owners purchase pet products online.
- The number of hours per day pet owners are involved with various media activities including watching television, listening to the radio and reading magazines and newspapers.
- The types of leisure activities enjoyed by pet owners, comparing pet owners to non-pet owners and previous pet owners.
- Comparison of the psychographics of pet owners to non-pet owners and previous pet owners