Should marketers of pet products and services tweak their messages to appeal to the unique personalities of dog and cat owners? New research from Denise Guastello at Wasukesha, WI-based Carroll University and summarized by Rachel Rettner at LiveScience, reveals significant differences between consumers who own only dogs and those who own only cats.
Top level findings show that about 60% of U.S. consumers call themselves dog lovers. About 11% say they are cat lovers. Everyone else either likes both kinds of animals or neither kind.
Dog lovers are apt to be outgoing and social people. Researchers base this conclusion on the way owners interact with their pets. Dog owners like to take their pets out for walks and encounter other dog lovers. These consumers also say they value companionship in their relationship with their dogs.
Cat lovers, on the other hand, like the affection they get from their feline friends. Guastello also found that cat lovers tend to be introverted. They’re happier staying home with their pets. While these consumers may not be energetic and outgoing, they are more open-minded. They consider themselves non-conformist and independent.
AudienceSCAN research shows that cat owners are more likely to be female (55%) than male (45%). These consumers are more likely than average to purchase items at a product party and donate money to a political party, candidate or campaign. These consumers are also far more likely than average to ride a bike/moped/motorcycle or scooter to work. Marketers may want to add sponsored search to the media mix to reach cat lovers. At least 36.6% of this audience has taken action as a result of an ad they’ve seen in that format in the last 30 days.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.