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Forum Demographic Survey Results!

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  • 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.

    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
    Last edited by Moderator 1; Dec. 24, 2008, 07:55 AM. Reason: Added OH!

  • #2
    52% of this board considers themselves "advanced riders"?



    Yeah.


    Other than that, some very interesting results..

    Comment


    • #3
      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?
      *friend of bar.ka*RIP all my lovely boys, gone too soon:
      Steppin' Out 1988-2004
      Hey Vern! 1982-2009, Cash's Bay Threat 1994-2009
      Sam(Jaybee Altair) 1994-2015

      Comment


      • #4
        26% own a horse worth 40K or more?

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

        Interesting results.
        Brothers and sisters, I bid you beware
        Of giving your heart to a dog to tear.
        -Rudyard Kipling

        Comment


        • #5
          Originally posted by JSwan View Post
          26% own a horse worth 40K or more?

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

          Interesting results.
          My first thought, too!

          Comment


          • #6
            67% have no children!
            It's a uterus, not a clown car. - Sayyedati

            Comment


            • #7
              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.
              "The standard you walk by is the standard you accept."--Lt. Gen. David Morrison, Austalian Army Chief

              Comment


              • #8
                Originally posted by JSwan View Post
                26% own a horse worth 40K or more?

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

                Interesting results.
                What people think they are worth and what they'll actually get are two very different things!

                Comment


                • #9
                  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.

                  Comment


                  • #10
                    May I please have one of the "Average household income is $136,925"?
                    If wishes were horses then beggars would ride...
                    DLA: Draft Lovers Anonymous
                    Originally posted by talkofthetown
                    As in, the majikal butterfly-fahting gypsy vanners.

                    Comment


                    • #11
                      Originally posted by HydroPHILE View Post
                      May I please have one of the "Average household income is $136,925"?
                      Me too! I would not have guessed that so many were so very well off. That's a hefty income.

                      Comment


                      • #12
                        Originally posted by HydroPHILE View Post
                        May I please have one of the "Average household income is $136,925"?
                        somehow I missed that little tidbit
                        wow...I feel so inconsequential.....
                        *friend of bar.ka*RIP all my lovely boys, gone too soon:
                        Steppin' Out 1988-2004
                        Hey Vern! 1982-2009, Cash's Bay Threat 1994-2009
                        Sam(Jaybee Altair) 1994-2015

                        Comment


                        • #13
                          Originally posted by GoForAGallop View Post
                          52% of this board considers themselves "advanced riders"?
                          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.
                          Brothers and sisters, I bid you beware
                          Of giving your heart to a dog to tear.
                          -Rudyard Kipling

                          Comment


                          • #14
                            What happened to Ohio on the states list? Did I miss it or were we slighted?
                            When opportunity knocks it's wearing overalls and looks like work.

                            The horse world. Two people. Three opinions.

                            Comment


                            • #15
                              86% prefer printed to digital subscriptions


                              Happy to see this since I'm a printer.

                              Comment


                              • #16
                                <<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?!
                                ~Veronica
                                "The Son Dee Times" "Sustained" "Somerset" "Franklin Square"
                                http://photobucket.com/albums/y192/vxf111/

                                Comment


                                • #17
                                  Originally posted by Dispatcher View Post
                                  Me too! I would not have guessed that so many were so very well off. That's a hefty income.
                                  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!
                                  Head Geek at The Saddle Geek Blog http://www.thesaddlegeek.com/

                                  Comment


                                  • #18
                                    I was surprised that many own horses, but not that many trailers.

                                    Comment


                                    • #19
                                      Originally posted by JSwan View Post
                                      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.
                                      www.laurienberenson.com

                                      Comment


                                      • #20
                                        Originally posted by JSwan View Post
                                        26% own a horse worth 40K or more?

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

                                        Interesting results.

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

                                        Comment

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