The Chronicle of the Horse
2002 DEMOGRAPHICS*
Wealthy, well-educated and secure
88% are female. Average age is 47.
62% are married. 38% have children.
73% are college graduates. 30% have completed post graduate work.
Average household income is $180,151. 34% earned over $200,000.
Expensive, competition quality horses
They own an average 4-5 horses worth a total average $120,542.
The average value of their most expensive horse is $39,130.
84% have owned horses over 10 years. 61% over 20 years.
62% own Thoroughbreds 33% own Quarter Horses
52% own Warmbloods 24% own Ponies
54% insure some, or all of their horses.
More than competitors … they’re winners!
96% have competed. 93% have won!
The avg subscriber competes 8 times annually.
Competitors travel an average 287 miles to compete.
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Subscribers are active in the following disciplines (among others).
Show Hunters ……… 53% Combined Training ……… 20%
Show Jumpers …….. 31% Foxhunting ………………… 18%
Dressage …………….. 38% Hunter Trials ……………… 9%
60% are advanced or expert riders.
The average ride 5 times a week. 33% ride daily.
66% take lessons regularly
22% are professionally involved. 30% are trainers. 24% are instructors.
48% keep their own horses. 48% board elsewhere.
90% feed nutritional supplements.
54% apply bandages/medications to their horses’ legs daily.
92% clip/trim their horses? coat.
The ultimate equestrian lifestyle!
88% own property. 38% own secondary property.
Average acreage owned is 52 acres worth an average $564,000
97% train from a barn. 59% have 10+ stalls.
76% of barns have wash stalls.
85% of facilities offer an outdoor arena. 44% offer an indoor arena.
Average investment in tack is $8,649.
Average investment in riding apparel is $3,836.
75% own a pickup truck. 22% plan to buy one this year.
63% own a trailer/van. 12% plan to buy one this year.
53% would like to take a riding vacation this year.
*2002 Independently conducted by The Matrix Group of Lexington, KY 52% response to 1,000 surveys mailed
National and international paid circulation of 16,468 subscribers as reported by Audit Bureau of Circulations, June 30, 2007.
The Chronicle of the Horse P.O. Box 46, Middleburg, VA 20118 (540) 687-6341, (540) 687-3937 fax
