Demographics of Australian horse owners: results from an internet-based survey

To obtain information on the demographics of Australian horse owners.

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.

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.

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.