Data: Pet Owners Far More Likely to Be Female, Affluent, Older

DALLAS — April 06, 2020 — Sixty percent of pet owners are female, 75% have a household net worth greater than $220,000, and 77% are 50 years of age or older, according to a new study by Infogroup.

For this analysis of 50,000 pet owners and pet product buyers, Infogroup delved into its proprietary consumer database and cross-referenced it with transactional data from its Marketing Genetics database, identifying pet product buyers who have made a purchase in the last 12 months. Notably, the analysis also found that more than 58% of pet owners are college graduates – compared to a third of Americans overall.

“Pet owners and product buyers are older, better educated and more affluent than the average American,” said Heather Winnicki, VP of Product Management, Consumer Data at Infogroup. “Their net worth puts pet owners’ wealth in the top third of the U.S. population. Pet product marketers, take note!”

More than 55% of pet owners also purchase women’s apparel — which makes sense, given that 60% of pet owners are female. More than a third of pet owners (36%) also buy home décor products, and 29% buy housewares and home furnishings.

“In addition to the obvious assistance it brings to sellers of pet products, a deeper understanding of pet owners and pet product buyers leads to more effective cross-selling efforts,” said Infogroup CEO and Chairman Michael Iaccarino. “Sellers of women’s apparel, home décor and housewares, as well as categories like electronics and gardening, can use these insights to reach more prospects and drive better results.”

Additional findings from the analysis include:

• 79% of pet-product buyers own a single-family dwelling unit;
• Pet-product buyers tend to buy more items, and spend more, from more merchants than the average American buyer;
• 77% of pet product buyers have made an online purchase in the last 12 months; 43% made a purchase from a catalog, and 39% made a purchase at a retail location;
• Pet-product purchasers also made higher-than-average purchases in electronics, garden-pool-patio, religious, and travel & leisure. Perhaps less surprising, they’re also more likely to buy vacuum cleaners.

To learn more about pet owners and pet product buyers, view the infographic HERE.
To learn more about Infogroup’s transactional consumer database, click HERE.

About Infogroup

Infogroup is a leading provider of data and data-driven marketing solutions for salespeople, marketers, and professionals. The company’s solutions are powered by its proprietary business and consumer databases and supplemented by client and third party data. Clients range from Fortune 500 enterprises and local businesses to not-for-profit and political organizations. Infogroup’s cloud-based Data Axle technology allows for real-time updates to its business and consumer data files, and also provides clients with a real-time API delivery platform for the most accurate and up-to-date information to support their marketing and business needs. Infogroup has 45+ years of history creating its own data and makes 24+ million verification calls per year to ensure data quality. For more information, visit www.infogroup.com.