While the economic downturn might make women pause about new purchases, it won't effect how much they'll spend on their beloved pets next year.
As part of its ongoing "FemiNation" dialogue into the lifestyles and attitudes of contemporary women, Lifetime Networks today announced a survey* on the relationship between Women 18-49 and their pets. The poll found that eighty-nine percent of women indicate they will spend the same amount or more on their pets in the next 12 months, while 24 percent plan on spending more money.
"This poll shows that pets are no longer viewed as mere companions, but as integral parts of their families," said Mike Greco, Executive Vice President, Research. "Underlining this powerful emotional bond, 87 percent of women consider pets members of their family, with 59 percent willing to risk their lives to save their pet."
The survey also reveals one third (28 percent) of women put the needs of their pet ahead of their own. Given a choice between human or animal companionship on a deserted island, 13 percent opted for their pet – perhaps because 30 percent say their pet is the best listener!
Findings of the survey include:
1. REIGNING CATS AND DOGS
2. PETS ARE PEOPLE TOO
3. PAMPERED PETS- PURCHASING POWER
4. WOMAN'S BEST FRIEND
*This report presents the findings of two telephone surveys conducted among a national probability sample of more than 1,000 adults in US households comprising over 500 Women 18 years of age and older. The first survey was conducted Nov. 6-9, 2008 among roughly 173 Women Pet Owners ages 18 to 49, and the second survey was conducted Nov. 21-24, 2008 among 186 Women Pet Owners ages 18 to 49, living in private US households.
LIFETIME is the leader in women's television and one of the top rated basic cable television networks. A diverse, multimedia company, LIFETIME is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. LIFETIME Television, Lifetime Movie Network,
Lifetime Real Women and Lifetime Digital (including myLifetime.com) are part of LIFETIME Entertainment Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney Company.(?) (?)