changes.
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| | h1. Background |
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| | In October 2009, PetLynx hosted the fourth annual Summit for Urban Animal Strategies. As in previous years, the Summit incorporated the findings from survey research focused on cat and dog owning households. This year's research sought to illuminate the relationships people have with their pets and the degree to which pet owners are responsible in terms of their attitudes and behavious toward pet care. |
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| | Previous research has shown that the North American companion animal market is vast and very diverse. For this reason, the 2009 survey included a segmentation of cat owners and dog owners, which reduced these populations down to 3 or 4 basic typologies based on their attitudes and behaviours. This analysis will help industry stakeholders better understand pet owners' underlying motivations and allow for more informed decisions regarding how to best position services or products and communicate with this market. |
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| | h1. Study Objectives |
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| | The study will be extremely insightful for manufacturers of pet food and animal health products, veterinary associations, shelters, animal control agencies and retailers of pet care products. This research provides a comprehensive measurement of pet owner attitudes and the behaviour exhibited towards their animal: |
| | * It evaluates their relationship with their animal and their veterinarian; |
| | * It assesses their attitudes towards veterinary care, insurance, nutrition, lost pet identification and adoption; |
| | * It identifies key market segments based on differing attitudes and behaviours or responsible pet ownership; |
| | * It prfiles these segments based on demographics and owner lifestyle; |
| | * It assesses each segment's greatest product and service needs to become responsible pet owners; and |
| | * It identifies the best marketing strategy to reach and influence each pet owner segement. |
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 | | h1. Methodology |
| | | h1. Methodology |
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| | This study is based on online questionnaires completed by representative samples of cat and dog owners in the United States and Canada: |
| | * 1,023 Cat Owners in the United States; |
| | * 993 Dog Owners in the United States; |
| | * 752 Cat Owners in Canada; |
| | * 750 Dog Owners in Canada. |
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| | The survey was conducted in September 2009. |
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| | h1. The Reports |
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| | Individual reports have been developed for each country. Within each country, separate segmentation analysis has been conductged for cat owners and for dog owners. Each report presents the findings in detail, with comparisons across the segments to illustrate how pet owners differ. The reports conclude with an assessment of each segment, including their greatest unmet needs and the best marketing strategies to influence them. |
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| | h1. Survey Design & Delivery |
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| | The 2009 North American Pet Owner Segmentation Survey was designed by Larry Evans of PetLynx Corporation and David Webb of dmrkynetic with input from thought leaders across North America. The 2009 survey was delivered by dmrkynetec, a leading global supplier of market research intelligence to the companion animal industry. |
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| | h1. Terms of Use |
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| | The terms of use and copyright associated with this survey are published by PetLynx Corporation. |
| | | The [terms of use|Terms of Use] and copyright associated with this survey are published by PetLynx Corporation. |
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| | h1. Further Information |
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| | For more information, to subscribe to this survey or to arrange for a keynote presenation, please contact Judi Cannon at 705.749.6607 or judi.cannon@petlynxmail.com |
2009 Urban Animal Survey