Forum Demographic Survey Results!

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. :wink:

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 suggestions–please send me a PM or an email if you’d like to share your ideas vs. posting them in a thread, so we’re sure to see them!

I’m sure Rob will be in to peek at your thoughts re: the survey results. Have a look and see if you’re 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 “better than ever”
47% feel it is “about the same”

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

52% of this board considers themselves “advanced riders”?

:lol::lol::lol:

Yeah.

Other than that, some very interesting results…

:frowning: 94% have highspeed internet???
I have to hate them just a little…
Guess that’s the tradeoff for living in the boonies

Any news on when the digital subscriptions will be available?

26% own a horse worth 40K or more?

Well, I guess that answer’s SLC2’s question.

Interesting results.

[QUOTE=JSwan;3733900]26% own a horse worth 40K or more?

Well, I guess that answer’s SLC2’s question.

Interesting results.[/QUOTE]

My first thought, too! :smiley:

67% have no children! :lol:

I think the stat that fascinates me the most is Boomers w/ TBs!!! 66% of those who have ridden for 20+ years own TBs - topping the breed table by 6%!!! That’s pretty awesome. :yes:

[quote=JSwan;3733900]26% own a horse worth 40K or more?

Well, I guess that answer’s SLC2’s question.

Interesting results.[/quote]

What people think they are worth and what they’ll actually get are two very different things! :winkgrin:

Robert Banner

We looked at a tabulation after the first 1,700 surveys and then again after the first 2,500. The results remained remarkably stable.

Btw, if anyone took the survey and could not complete their order for the free, 13-week digital subscription, or experienced any other problems, PLEASE contact: webmaster@chronofhorse.com. They are happy to work diligently to deliver what you earned. All you will need is an email address, user name and password.

May I please have one of the “Average household income is $136,925”? :winkgrin:

Me too! I would not have guessed that so many were so very well off. That’s a hefty income.

:eek: somehow I missed that little tidbit
wow…I feel so inconsequential…

[QUOTE=GoForAGallop;3733868]52% of this board considers themselves “advanced riders”?

[/QUOTE]

Well, I AM an advanced rider.

I was once propelled through the air at an advanced rate of speed when my horse zigged and I zagged. I may have even set a new land speed record. I may have even broken the sound barrier.

On second thought, that sound may have been my britches ripping. Never mind.

What happened to Ohio on the states list? Did I miss it or were we slighted?

86% prefer printed to digital subscriptions

Happy:) to see this since I’m a printer.

<<VA 241
CA 174
PA 162>>

So Pennsylvania (the entire state) is third highest in members on this board. Yet I think Chester County, one tiny PART of the third ranked state seems to be singlehandedly most represented in terms of pure vitrol and vigor on “where should I board?” threads. I find this highlarious! Where are the bitter Californians?!

Well, I’d be curious to hear the median and standard variation on that statistic. Since only 44% of posters had incomes 44% and above, it’s possible that a very small slice of VERY rich people pushed the number up to that mark.

I would also be VERY curious to know if more money = more horses. Somehow I doubt it.

OTOH, if the rest of y’all really do make that much, I sure hope I join your ranks someday!

I was surprised that many own horses, but not that many trailers.:confused:

[QUOTE=JSwan;3734288]Well, I AM an advanced rider.

I was once propelled through the air at an advanced rate of speed when my horse zigged and I zagged. I may have even set a new land speed record. I may have even broken the sound barrier.

On second thought, that sound may have been my britches ripping. Never mind.[/QUOTE]

:lol: :lol: :lol:

[quote=JSwan;3733900]26% own a horse worth 40K or more?

Well, I guess that answer’s SLC2’s question.

Interesting results.[/quote]

Asking someone how much their horse is worth is very different to asking them how much they paid !