Packaged Facts: For U.S. Pet Market, the Internet Is Where Information Meets Opportunity

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Dec 21, 2015, 11:17 ET

ROCKVILLE, Md., Dec. 21, 2015 /PRNewswire/ -- Imagine for a moment a modern (and clothed) interpretation of Michelangelo's David as an American dog owner posed as if on a stroll through the park with his canine companion. His uniform: jeans, an untucked and perhaps vaguely rumpled shirt, atop his head a Brad Pitt-esque beanie (the kind best worn with a gnarly beard). And don't forget his smartphone—that requisite accessory glued firmly to his left palm in stark contrast to the jaunty, almost carefree right-handed grasp of his pet's leash. Socially connected 24/7, where he goes, the internet follows. This tech savvy, online shopping and web browsing pseudo-hipster masterpiece would represent the precise type of consumer advancing the way pet marketers reach prospective customers one email, Tweet and YouTube video at a time.

According to Pet Product Marketing Trends in the U.S.: Technology, Mobile, and Social Media, the latest report by market research publisher Packaged Facts, pet owners are no different than Americans at large when it comes to digital usage. In fact, pet owners are even more likely to be have recently used digital devices and technologies than their non-pet-owning counterparts.

The Internet is especially well-suited to "info-centric" pet products, including premium and niche items, offering myriad opportunities to communicate detailed product information via websites, email, chat groups, blogs, social networking, and online advertising. Packaged Facts' April/May 2014 pet owner survey reveals that 41% of pet product buyers agree they use the Internet to find information about pet care services, and 39% agree they use the Internet to help choose which pet foods to buy.

"The internet is where information meets opportunity. Success in today's pet market means effectively leveraging the internet as the nexus where pet owners and all things related to their pet companions—be it products, services, or simply general information—converge in an infinite stream of possibilities at the click of a mouse or at a tap of an app," says David Sprinkle, research director, Packaged Facts.

Additionally, the convenience of shopping online and having pet food and supplies delivered to their home drives consumers to the Internet. Some 30% of dog owners and 35% of cat owners agree that they like the idea of home delivery for pet food and treats. Another way pet owners use the Internet: 16% of pet owners used an online pet finding service for their most recent dog acquisition, and 10% for their most recent cat acquisition.

Also driving Internet sales of pet products is the trend whereby more retailers and marketers are turning to the Internet as a sales medium beyond brick-and-mortar; competition for the pet medication business; and the surge in social networking websites and online advertising aimed at pet owners.

Pet Product Marketing Trends in the U.S.: Technology, Mobile, and Social Media provides the pet marketer with a bevy of best practices for marketing to the pet parent. The report also contains analysis of consumer technology usage trends and motivations, drawing primarily on two data sources: the national consumer survey data from Simmons and Packaged Facts Pet Owner Survey. For more information or to purchase the report visit: http://www.packagedfacts.com/redirect.asp?progid=88181&productid=9511975.

About Packaged Facts – Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services. Packaged Facts also offers a full range of custom research services. Reports can be purchased at www.PackagedFacts.com and are also available on www.marketresearch.com and www.profound.com.

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SOURCE Packaged Facts