• by Jack Loechner , Staff Writer @mp_research, August 2, 2013

According to new research from Mintel, 47% of pet owners believe owning a pet is better for your social life than social networking sites. While advancements in digital technology and increased popularity of social networking have made their mark on and offline social interaction in recent years, it seems some Americans have more faith in a pet to help their social life.

16% of pet owners claim to be interested in technologies that can enhance relationships with their pet and 12% say that they use social media to learn about pet-related products and services.   28% of the respondents to the study claim to receive online or promotional discounts for pet related products, and 17% say that they would like to receive pet-related promotions that they can redeem using their phone.

Gabi Lieberman, social media analyst at Mintel, says “… (instead of) the pet shop owner… to care for their pet… social media has become… new way for pet owners to explore and share experiences around their pet…”

“As people take a more renewed interest in their own diets, we’re seeing them pass along their own concerns about food ingredients, creating a market for gluten-free, vegetarian and vegan pet foods…” says Lieberman

It is Millennial consumers who are most engaged with pet related technology. 17% of Millennial pet owners have a pet-related app on their smartphone or tablet, a figure that falls to 9% for all pet owners. 27% of that generation would like to receive promotions and coupons for pet care products that can be redeemed via their phone, and 26% are interested in technologies and innovations that foster a stronger pet-owner relationship.

The report notes that pet owners would rather spend their leisure time taking care of their pets instead of watching TV or surfing online, as just 7% said they would rather zone out in front of the TV or spend time online instead of with their pet, while only 6% would prefer to own the latest electronic device over their pet.

The report concludes by saying that “… brands are… very creative with their social media campaigns… using… dogs on skateboards… celebrity endorsements… online cat awards to attract the attention of pet owners… one of the few categories where brands aren't actually marketing to the end user, and… tapping into something very personal for people…”

For additional information from Mintel, please visit here.