Week 5 Part 2 My Target Market

This is pertinent information to the demographics and target market for my on-line business
GoVirtualProducts.com - disposable dog poop-scoop bags and pee-pee training pads.
About 84.6 million households owns a pet, 54% a dog and 43% a cat. In 2016 almost $67 billion was spent on pets and pet products and care. That's over double what sales were in 2003. And since I've been in the veterinary and pet industries for over 30 years, I've seen year after year of profitable growth.

The American Pet Products Association found that now 35% of the pet owners are now Mellennials (ages 14-34), and Baby Boomers (ages 50-68) 32%. What appeals to these two groups is very different. So target marketing and how to reach them successfully will be very different. A survey they did of pet owners showed that nearly one half of their purchases were done on-line.

Demographics:
Men owning a dog 40%, while women 39%.
45% of caucasion households own a dog, while 1 in 5 african-american and 1 in 4 hispanic households.
Making less than $30K a year is less likely to own a dog, earning over $100K more likely to own 2 or more.
Rural vs urban are more likely to own a dog.
The majority of dog owners think of their dog as a member of the family, but 91% of adults with no children think of their dog as a child. 94% of owners feel they have a relationship with their dog.
78% of dog owners own their own homes, due to rental properties not always allowing for pets.

Behavioral:
With so many people including their dogs as family members there are so many opportunities for dogs to be out and about with their people. That is more opportunity for selling my products for car rides, walks, parks, hotel stays, work visits, restaurants etc. that are becoming more and more pet friendly. About 50% of people are including their pets on their vacations with them. Dogs have truly ingrained themselves into so many aspects of our lives. They even to do hospital visits, senior home visits, school children visits, therapy dogs, working dogs, K9 cops and military dogs etc. etc. etc.

So when it comes to spending money on their dogs whether for necessities, higher quality foods and treats, toys, specialty products, grooming and vet care the industry is constantly growing and not slowing down.

Personally with my 110 lb. Rhodesian Ridgeback Roxy and my 2 cats, they get the best that I can afford for them. Not having a large yard, my dog goes hiking one day a week with her Kamp Kanine friends and does off-leash yard play at the Kamp another day or two a week just to get her the exercise and socialization that dogs need. She's only 2 1/2 so she needs it a lot! I happen to be a Baby Boomer woman with no kids, so I fit right into the demographics as feeling like they are my children and treat them that way!