The Lay Of The Land We’re Riding On
The horse industry is facing challenges from all manner of recreational options now available to people, as well as pressures from encroaching land development and tough economic times.
A recent nationwide, online, anonymous survey conducted by American Horse Publications (AHP) resulted in 11,171 useable responses from individuals that were hands-on horse industry participants. It was the largest survey of its kind in the United States, according to AHP.
Tell Her What The Survey Says, Bob
The survey results are interesting, and provide some useful data for us to absorb as we contemplate the future of the equine industry:
- 63.2% of respondents were over age 45 (where are the young folks?)
- 88.8% were female
- 92% indicated they were horse owners, with 5 as the average number of horses
- Nearly 60% ride for pleasure, and just over 35% ride competitively
- Age is more of a factor than income when looking at overall participation trends, with older folks having more stable participation levels (again, where are the young folks?)
I’ll be looking at more data from this survey and what it might mean for the equine industry now and into the future, and how it can inform our marketing choices.
The full survey results will be available to the general public in early April, and I’ll post a link to them here.
What You Can Expect From This Blog
Through this blog, you can look forward to equine industry marketing news and information, interviews with relevant experts, and tips and resources to help you reach your customers more effectively and efficiently. There’ll also be links to my articles in horse magazines, plus some fun stuff from time to time.
I welcome your thoughts and questions. If you’d like to receive notification of new posts by email, you can sign up using the ‘Get Email Updates’ box to the right.
The Bottom Line
To have a sound, growing industry into the future we need to focus on what we have, and how to grow it. I’ve seen tremendous positive changes in the horse industry in the last decade, and I think there’s a lot more good to come. I hope you’ll come along for the ride.
Sound intriguing? I invite you to sign up for email alerts in the box at the upper right. Your privacy is respected and we don’t forward or share your information.