Millennial Pet Owner - Psychographics

Goals

To build the psychographic profile of a millennial pet owner in the United States, including their habits, hobbies, spending habits, and values.

Early Findings

Millennial Pet-Ownership Habits

  • "Millennials are moving away from small dogs toward medium-sized dogs, and that pet ownership is becoming more balanced between men and women. There are more male dog and cat owners among millennials than previous generations."
  • They want to be partners with their veterinarians, they are also more likely to use veterinary products rather than just a treatment, and they use dental rinses and get dental cleanings for their pets.
  • Millennial pet owners value the veterinary service that has 24/7 chat or texting availability. They contact their veterinary service provider using social media or email.
  • Seventy percent of millennials pet owners "would take leave from work to care for a new pet if it was offered."
  • Nearly 67% of them say that their pet is a part of the family, considering it as their "fur baby."
  • Eighty-two percent of millennial pet owners view their pet parenting as "preparation for having a baby."
  • About 51% of them buy gifts for their pets once a month or more.
  • Most Millennial pet owners (65 percent) say it would be more stressful to be separated from their pet for a week than their cell phone.

Millennial Pet Owners: Spending Habits

  • Millennial spend $1,285 per year on their dogs, while cat owners spend $915 per year.
  • "If their pet falls ill, Millennials are ready to spend an average of nearly $2,000 for the animal’s medical care. One in 10 said they are prepared to spend upwards of $10,000 on a sick pet."
  • As a tech-savvy generation, millennials prefer to buy toys, accessories, and food from online retailers.
  • "The least purchased pet products from online retailers include treats (23 percent), bedding (24 percent) and clothing (24), with Millennials preferring to purchase them at brick-and-mortar stores."

Proposed next steps:

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