TM0803_Market Focus, Pet Owners
There are approximately 120 to 140 online pet sites today, Walker says, and pet owners are busy buying for their pets online. "Approximately 49 percent of pet owners use the Internet to find pet products and services," Filippelli notes.
While pet owners cross all demographic groups and geographic boundaries, those who shop online for their pet products tend to be younger and more affluent, says Walker.
PetFoodDirect's customers' incomes average $75,000, and most own their homes. When the company was getting its business off the ground in the late 1990s, Walker recalls how Internet demographics played a role. "We had rented lists of upscale homeowners—largely families with kids. We realized that where mom and dad both worked and had a house full of kids, it was easier to order the dog food online than to pile the family into the minivan and lug a 40-lb. bag home."
Here's a small sampling of lists available to reach pet owners.
Cat Claws: 36,556 12-month buyers of a honeycombed scratching pad filled with catnip. Price: $80/M plus $5/M for last-12 month select. Call: 21st Century, (631) 293-8550.
Catnip Newsletter: 47,910 active subscribers. Price: $100/M. Call: RMI Direct Marketing, (203) 825-4634.
Doctors Foster & Smith: 890,000 12-month catalog buyers. Price: $95/M. Call: Rubin Response, (847) 619-9800.
In the Company of Dogs: 64,747 buyers of dog gifts and gear. Price: $90/M. Call: Mokrynski & Associates, (201) 481-8181.
Lifestyle Selector: 7.85 million pet-owning households. Price: $70/M base, plus one free select. Call: Equifax Marketing Services, (800) 466-5897.
Pet Lovers: Over 5.9 million pet owners; 3.89 million are 12-month mail-order buyers. Base list price: $75/M. For mail-order buyers, add $5/M. More than 1 million Animal Welfare Contributors are offered for an additional $7.50/M. Call: Focus USA, (201) 489-2525.
Planet Dog: 4,784 12-month buyers of dog gifts and dog-themed items. Price: $100/M. Call: Catalyst Direct Marketing, (201) 405-1414.