Rob Banner, the publisher of the Chronicle, has compiled some highlights of the our first demographic survey of the COTH Forums and wanted to share them with everyone.
Thanks to all who participated to help us learn more about our users so that we can provide better content and function, as well as determine advertising strategies to pay the bills.
The Chronicle is continuing to invest time and resources into developing all of our sites further in the months and years to come in order to increase their value to our visitors. We always welcome your input and suggestionsâplease send me a PM or an email if youâd like to share your ideas vs. posting them in a thread, so weâre sure to see them!
Iâm sure Rob will be in to peek at your thoughts re: the survey results. Have a look and see if youâre surprised by anything!
2008 Bulletin Board Demographic Highlights
-2,500 surveys returned
-1,600 took free trial 3-month digital subscription to The Chronicle of the Horse
-site averages 115,000 unique visitors monthly
-demographic results were tabulated 12/05/08
74% have been using the forums for more than 2 years
22% for longer than 5 years
63% visit the site daily
23% multiple times a day
57% for 15 min or longer
9% for an hour or longer
49% feel the moderation is âbetter than everâ
47% feel it is âabout the sameâ
92% ride
72% ride at least 3-6 times a week
30% ride daily
52% consider their skills advanced, or expert
67% have taken lessons with an instructor recently
91% own, or lease a horse now
The average owns 3-4 horses
9% own more than 10
65% have ridden for more than 20 years
They own the following breeds:
10% Arabian
12% Draft
20% Pony
34% Quarter Horse
66% Thoroughbred
60% Warmblood
They use their horses in the following ways:
84% Competition
19% Breeding
11% Foxhunting
46% Trail Riding
26% own at least 1 horse worth $40K, or more
18% estimate the total worth of their horse at $100,000 or more
46% insure some or all of their horses
27% spend $1,000 or more
48% keep their own horses
62% board elsewhere
55% keep their horses in a barn with 10+ stalls
89% train in an arena
37% enjoy use of an indoor
77% clip their horses
84% use feed supplements
24% spend more than $100 monthly on supplements
67% administer meds to their horses themselves
76% deworm their horses every 4-6 weeks
94% have ridden in competition
86% have won in competition
86% would travel at least 100 miles to compete
25% 500 miles or more
The average competes 5 times annually
6% competed more than 20 times last year
They compete in the following disciplines:
44% Show Hunters
42% Dressage
31% Show Jumpers
29% Eventing
10% Foxhunting
4% Pony Club
4% Driving
2% Endurance
1% Steeplechasing
84% describe themselves as amateurs
76% consider themselves owners or riders
7% trainers
53% own $1,000 or more of riding apparel
60% would buy more if they found better
46% own $5,000 or more of tack
54% would buy more if they found better
57% prefer to shop in a tack store
34% on a website
9% in a catalog
74% have clicked on a banner on this site
40% do not own a pick up truck
16% would buy one today if they found one they liked
42% do not own a horse trailer
20% would buy one today if they found one they liked
81% would take a riding vacation if the right opportunity arose
86% prefer printed to digital subscriptions
14% would prefer digital subscriptions
They subscribe to the following magazines:
54% Practical Horseman
36% COTH
28% Equus
28% Dressage Today
18% Eventing
20% USDF News
8% Sidelines
They visit the following websites:
59% Chronofhorse.com
71% Other sites not mentioned
18% Dressagedaily.com
10% Phelpssports.com
94% have high-speed connectivity
96% are female
Average age is 38
52% are married
40% are single
67% no children
77% own their property
23% own secondary property
38% own 6+ acres
Average owns 16 acres
70% have college degrees
24% have post graduate degrees
29% consider their occupation professional
(doctors, lawyers, accountants, etc.)
Average household income is $136,925
44% earn more than $100,000
Respondents came from the following locations in ranking priority:
VA 241
CA 174
PA 162
FL 153
NC 132
MD 129
NY 115
NM 115
TX 109
TN 109
CANADA 105
GA 81
OH 77
KY 69
IL 68
MI 63
WA 63
NJ 61
SC 47
CT 39
WI 39
NH 31
CO 30
AL 29
MN 29
IN 28
ID 28
OR 27
VT 25
AR 24
MO 24
MS 24
AZ 24
AR 24
ME 19
MA 19
MA 19
WV 15
KS 12
UT 10
DC 9
DE 9
LA 8
RI 7
NV 6
MT 4
IA 4
NB 3
AK 2
SD 3
HI 2
WY 1