Demographics of Australian Horse Owners: Results from an Internet-based Survey

Objectives: To obtain information on the demographics of Australian horse owners.

Methods: An invitation to participate in an opt-in, internet-based survey was sent to 7000 persons who had registered an email address to receive information from the Australian Horse Industry Council Inc. These horse owners represented approximately 1.75% of the total horse owners in Australia. The survey was available for completion between 1 and 31 July 2009.

Results: There were 3377 (48%) useable responses. The respondents were a self-selected group of approximately 0.85% of the estimated total horse owners in Australia. The overall geographic distribution of respondents was the same as the general population at a state and territory level. In general, respondents were female and aged between 31 and 60 years; most lived in rural areas of Queensland, New South Wales or Victoria; had at least a secondary education, but no formal horse industry qualification; had a higher weekly income if based in a capital city; earned less than 10% of weekly income from horse-related activities; were a member of more than one horse industry organisation; reported an affiliation with one of more than 300 different horse industry organisations; spent 10-30% of their daily time with horses; and preferred to receive information by email.

Conclusions: The responses from this survey of horse owners provided demographic information that was previously unavailable. Horse owners tended to be older than the general population, had a higher level of education attainment, were in higher weekly income brackets and lived mostly in non-metropolitan areas of Australia. Because of the self-selection and small sample size, the results need to be interpreted with caution. Nevertheless, the present results are compatible with other smaller random and non-random surveys of horse owners internationally.