Small Dogs Are a BIG Market

North American Urban Animal Survey Highlight

One of the purposes of the 2008 North American Urban Animal Survey (NAUAS) was to determine the size of the companion animal industry in Canada. The study indicated that there are more than 4.8 million households with cats and 4.4 million households with dogs.

The 2009 North American Urban Animal Survey (NAUAS), delved deeper into understanding how pet-owners feel about their animal companions and what factors drive their decisions to provide various levels of care – or not. It identified four distinct types – or segments – of dog owners and three types of cat owners.

The results of this research are intriguing! It revealed, for example, that “Dog Pleasers” – those who share the deepest bond with their dogs but are only “fairly responsible” dog owners – seem to favour dogs under 20-pounds. While this segment represented only 21% of the total dog-owning population, almost half of them owned little dogs…. And a significant number of these little dogs were over the age of five.

How can this information help my organization?

This type of data can assist you in planning and implementing targeted and effective humane education and responsible pet ownership messages, as well as market specific products and services to pet owners. Targeted marketing is more effective than taking a "shotgun approach." Time invested in sound research saves money in the long term!

Find out how to subscribe to the North American Urban Animal Survey.

Learn more about the National and Regional Summits For Urban Animal Strategies.

“Just Pets” or “Members of the Family”?

North American Urban Animal Survey Highlight

The 2009 North American Urban Animal Survey (NAUAS), presented at the 2009 Summit for Urban Animal Strategies, revealed that dog owners fit into four main categories:

· Engaged Dog Lovers (30%)

· Dog Pleasers (21%)

· Canine Traditionalists (22%)

· Canine Pragmatists (27%)

Why is this important to know and understand?

Recognizing that not all dog owners share the same level of affinity for their canine companions is vital for the animal welfare and animal services industries. It should influence how (and why) we market various goods and services to the general population.

While we would all like to believe that all dog owners view their pets as valued members of the family, this research validates that this is not the case. Canine Pragmatists, for example, have only a moderate emotional connection with their dogs and Canine Traditionalists are less bonded with their dogs, when compared to Dog Pleasers and Engaged Dog Owners.

In addition to providing a thorough analysis of how each of these four dog-owner segments and three cat-owner segments viewed their pets’ status in the family unit, the 2009 NAUAS also delved into various aspects of pet ownership, such as their roles and responsibilities as animal care providers, their understanding of spaying and neutering, the level of training they have provided for their pets and much more.

This timely and targeted research could prove to be an invaluable tool to help you with your marketing efforts!

Find out how to subscribe to the North American Urban Animal Survey.

Learn more about the National and Regional Summits For Urban Animal Strategies.