Show Demographics

Equestrian competitors and fans constitute an ideal market for high quality products and services. As a group they are well educated, have ample disposable income and the time to use it in pursuit of their passions. Other factors, including age and profession, make them a perfect target audience for corporations seeking an upscale market. Research compiled form USEF offers these indicators of the buying power and influence held by horse sport enthusiasts:

85% are women
63% are married
A majority are between 34-54 years of age
66% have a college degree or better
56% are employed full-time
80% make or directly influence purchasing decisions at work
38% have a net worth over $500,000
Nearly half have an annual income greater than $100,000
40% live on a farm; 66% of those are ten acres or more
63% have traded stocks, bonds or mutual funds in the last year
The market value of the average home is $594,000. 22% own two or more homes.
On average, they spend 30 nghts per year in a hotel and rent a vehicle four times per year.
They own three vehicles; 53% own a pick-up truck
94% own a pet besides a horse or pony. Average number of cats owned is two and average number of dogs owned is two.

Equestrian enthusiasts are highly active and mobile. Forty-three percent take more than 16 airline trips a year. Over half have purchased a new automobile within the last year and 97.3% hold more than one credit card account. *

* Source: USEF