[PPT] - attitudes among pet owners to preventative health measures report PowerPoint Presentation

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june 2007 gill norriss

attitudes among pet owners to preventative health measures

report prepared for NOAH

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bjectives



To provide substantiated information to help persuade other organisations (e.g. the vet profession) to support NOAH in its efforts to improve the health

f pets and pet owners’ attitudes to pet health

The objectives of the research were:

To understand awareness of preventative medicine in cats and dogs
How the decision is made as to what areas of preventative

medicine are important and which to adopt

Understand what types of preventative medicine are / are not

carried out and reasons why, including frequency of carrying out prevention

Sources of information on preventative medicine
To provide material for use in the CADAPC campaign launch

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methodology

 A qualitative survey was conducted among pet owners in Autumn 2006, results

reported to NOAH and hypotheses developed

 A quantitative survey with a larger sample to substantiate those results and test the

hypotheses has now been undertaken in May/June 2007.

This was done by internet survey among 1024 pet owners, fulfilling the following

criteria:

The sample was split by quota, applied to identify
“Preventers”: those who had wormed their pet in the last year and /or

vaccinated their pet in the last 2 years

“Non Preventers”: those who did had neither wormed their pet in the last

year nor vaccinated in the last 2 years

A mix of cat and dog owners (not breeders)
Must be responsible or jointly responsible for taking the pet to the vet and

administering medication

A range of ages of owners
A mix of genders

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survey findings

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attitudes to pet ownership

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all owners strongly agree that being a responsible pet owner means caring for your pet, feeding it, exercising it & giving it attention

5% 3% 7% 18% 13% 23% 74% 82% 66% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “Being a responsible pet owner means caring for your pet, feeding it, exercising it & giving it attention” Base All respondents (1024)

4.6 4.8 4.5

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pinion is sharply split between P & Non P on regular

vaccination as part of being a responsible pet owner

10% 3% 18% 13% 4% 23% 28% 16% 40% 17% 21% 13% 31% 56% 6% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “Being a responsible pet owner means regularly vaccinating your pet” Base All respondents (1024)

3.5 4.2 2.7

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Preventers are much more likely to insure their pet

30% 41% 36% 9% 12% 10% 20% 27% 23% Cat (511) Dog (513) All (1024) Preventers (524) Non preventers (500) All (1024)

Q8 Is your pet insured? Base all respondents (1024)

Preventers may be risk averse or more aware of disease consequences

Ages 35-54 25%

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Preventers go to the vet at least for boosters, if not more often. >1/2 Non P go only when they have a problem

Q12 On average, how often do you visit the vet with your cat/dog, not including any visits for grooming? Base All respondents (1024)

Non Preventers tend to use the vet as a last resort – “fire-fighting”

9% 21% 15% 37% 13% 25% 23% 6% 15% 9% 4% 7% 9% 3% 7% 12% 51% 31% Less than x1 p.a. Once p.a. X 2 X 3 X 4+ Only when problem Preventers (524) Non Preventers (500) All (1024)

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dogs are more likely to be lucky at Christmas, but not dependent on whether owners Preventers or not

Q32 Do you buy your pet a Christmas present? Base All respondents (1024)

57% 79% 68% 44% 70% 57% 50% 75% 63% Preventers (524) Non Preventers (500) All (1024) Cats Dogs All

Non prevention is not about loving pets!

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most owners spend £5-£10 on a Christmas present but all are likely to spend more on dogs than on cats

56% 36% 44% 36% 45% 41% 5% 11% 9% 3% 8% 6% Cats (258) Dogs (385) All (643) <£5 £5 to <£10 £10 to <£15 £15 or more

Q32 Do you buy your pet a Christmas present? IF YES Q33 How much would you spend on it? Base All respondents (1024)

Greater spend Lesser spend

Prevention or not – the pet is part of the family

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2/5 owners sleep with their pets

31% 1% 8% 60%

On the bed In the bed In bedroom but not on bed No

Q31 Does your pet sleep with you? Base All respondents (1024)

13% 3% 23% 61%

NB No differences between P & Non P

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summary - attitudes to pets & vets

 Responsible pet ownership is love & attention & does not automatically involve

preventative medicine

Only 18% of Non Preventer owners see vaccination/prevention as part of

responsible ownership though 76% of Preventer owners do

 A responsible owner is one who cares

All agreed “Being a responsible pet owner means caring for your pet, feeding

it, exercising it and giving it attention” 92% (P 95% vs NP 89%)

 Non prevention does not mean not loving the pet: pets are part of the family

2/5 allow the pet to sleep in the bedroom
2/3 buy Christmas presents – (68% P vs 57% Non P) spending up to £10 in

general Preventers are more likely to :

 Have their pet insured 36% vs 10% (Non P)  See value in the vet

Visit the vet at least once a year 78% vs 26% (Non P)

Non preventers are more likely to:

 Visit the vet only when there is a problem 51% vs 12% (P)

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attitudes to vaccination

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Preventers tend to vaccinate because their friends and family do

29% 10% 34% 29% 12% 30% 27% 31% 25% 8% 18% 7% 7% 29% 5% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “All my pet owning friends and family vaccinate and so do I” Base All respondents (1024)

2.8 3.4 2.2

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Preventers vaccinate annually in general

Q14 If vaccinated at Q7, How often do you normally vaccinate your dog or cat? Base all who vaccinated at Q7 (Preventers 499, Non preventers who have ever vaccinated (343))

3% 0% 2% 69% 3% 42% 12% 10% 12% 14% 78% 40% 2% 8% 4% Every six months Every year Every 2 years Less frequently Other Preventer (499) Non Preventer (343) All (842)

2/3 Non P have vaccinated at some stage but not regularly

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even Non P tend to think that vaccination is best for the pet, though they don’t do it

6% 2% 11% 11% 3% 19% 24% 14% 35% 25% 27% 24% 33% 54% 11% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “If I vaccinate I know I have done the best for my pet” Base All respondents (1024)

3.7 4.3 3.1

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Non P do not agree that vaccination is essential

10% 3% 17% 14% 5% 23% 28% 17% 39% 18% 22% 13% 31% 53% 8% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “Vaccination is essential” Base All respondents (1024)

3.5 4.2 2.7

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Preventers feel guilty if they do not vaccinate, unlike Non P who don’t see a need

16% 5% 28% 17% 7% 28% 21% 18% 25% 19% 25% 14% 26% 45% 6% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “I would feel bad / guilty if I did not vaccinate my pet” Base All respondents (1024)

3.2 4.0 2.4

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Non P do not agree that vaccination is relevant to

them. Only 44% of P agree though 70% of them

vaccinate annually

19% 10% 29% 20% 12% 27% 33% 34% 32% 12% 16% 8% 16% 28% 4% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “Vaccination is relevant to me personally, in my situation” Base All respondents (1024)

2.9 3.4 2.3

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nly 1/3 Non P actually agree that vaccination is not

essential if your pet is well but the other 2/3 are not sufficiently convinced to vaccinate regularly

32% 52% 11% 19% 22% 17% 28% 15% 41% 14% 7% 21% 7% 4% 10% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “Vaccination is not essential if your pet is well” Base All respondents (1024)

2.4 1.9 3.0

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Non P are twice as likely as P to consider vaccination unnecessary because they lack experience of disease around them

32% 49% 14% 20% 20% 20% 28% 19% 37% 13% 6% 19% 8% 5% 10% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “No-one I know has ever had a pet with any of the diseases that you vaccinate against therefore vaccination is not essential for my pets” Base All respondents (1024)

2.4 2.0 2.9

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getting to the vet is not an impediment to vaccination for the majority of owners

43% 60% 27% 22% 17% 29% 22% 16% 29% 8% 5% 11% 4% 3% 5% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “I would vaccinate my pet but it is just inconvenient getting it to the vet to do it” Base All respondents (1024)

2.1 1.7 2.4 Little difference cats/dogs

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fear of side effects from the vaccination is not an issue for most

25% 29% 20% 27% 28% 26% 30% 29% 31% 13% 10% 16% 6% 3% 8% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “I am afraid that there may be side effects from the vaccination” Base All respondents (1024)

2.5 2.3 2.7

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nly 1/2 owners remember vets proactively telling

them what the vaccination they gave was against…

52% 33% 4% 19% Vet told me Vet gave me leaflet I asked for information None of these

Q15 Did your vet tell you what the vaccination was against or provide an information leaflet? Base all who vaccinated at Q7 (842)

Do the vets assume that owners know? Is the topic not interesting enough? Or do owners simply forget?

63% P 36% Non P 36% P 29% Non P No difference cats/dogs

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… but 1/2 of owners don’t know what the vaccinations are protecting against ……..& their “knowledge” was not always correct!

54% 26% 13% 35% 35% 9% 7% 2% 53% 45% 18% 10% 4% 44% Feline flu Leukaemia Feline AIDS Feline enteritis Don't know Preventers (263) Non Preventers (250) All (513) 32% 26% 7% 10% 48% 24% 24% 10% 5% 54% 28% 25% 9% 7% 51% Distemper Parvo Rabies Kennel cough Don't know Preventers (263) Non Preventers (250) All (513)

Vaccination seems NOT to be dependent on level of knowledge

Q17 If you know any of the diseases that vaccination prevents, please tell us what they are Base All respondents (1024)

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Non P may view vaccination as just another way for vets to make money but P disagree

26% 40% 12% 21% 23% 19% 28% 23% 33% 17% 10% 24% 8% 4% 11% All (1024) Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q16 Please tell us to what extent you agree with the following statements: “Vaccination is just another way for vets to make money out

f pet owners” Base All respondents (1024)

2.6 2.2 3.0

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 82% vaccinated their pet at some time but half do so regularly  Only half remember vet telling them what vaccination was against  Getting to vet and side effects of vaccination are not major issues

Preventers

 Preventative medicine such as vaccination is just what they have

always done & what people around them do

If they vaccinate they feel they have done the best for their

pet (81% P vs 35% Non P)

Vaccination is seen as essential by 75% Preventers (21% Non P)
They feel guilty if they don’t do it (70% P vs 20% Non P)

Non Preventers

 Need to SEE a reason to take action

31% Non Preventers do not consider vaccination to be

essential if the pet is well but 41% are neutral (haven’t thought about it or don’t know what protection vaccination

ffers?)
Don’t see the value of vaccination

 More likely to view the vet as being out to make money from pet

wners for vaccinations 35% vs 14% (P)

summary - attitudes to preventative medicine

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fleas & worms

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a large majority of owners have treated for fleas, even Non Preventers

90% 78% 84% 80% 64% 72% 84% 72% 78% Cat (511) Dog (513) All (1024) Preventers (524) Non preventers (500) All (1024)

Fleas, or their effects, are more visible so more owners treat their pets than vaccinate or worm

Q25 Have you used a flea treatment on your pet in the last 2 years? Base all respondents (1024)

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evidence of “possible” flea presence (pet scratching) prompted 1/4 to treat

81% 59% 47% 43% 18% 37% 3% 6% 22% 29% 5% 12% 5% 11% Preventers (439) Non P (359) To prevent my pet having fleas To avoid getting fleas in the house My pet had fleas Friend's pet had fleas My pet was scratching We had fleas in the house Family member had fleas

Q26 IF YES AT Q25 What caused you to do that? Base all who used flea treatment in last 2 years at Q25 (798)

For many Non P seeing the evidence is a call to action

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treatment was for prevention & avoidance for half but “reactive” reasons were more important among Non Preventers

64% 40% 23% 27% 12% 31% Preventers (439) Non P (359) To prevent/avoid fleas Mixture To treat when fleas present/s scratching/ bites

Q26 IF YES AT Q25 What caused you to do that? Base all who used flea treatment in last 2 years at Q25 (798)

For many Non P seeing the evidence is the call to action

Proactive Reactive

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Preventers see worming as regular health care

My vet suggested/ recommended it, 2% I thought my pet might have worms, 1% Worming is a regular part of health care for my pet, 96%

Q6a IF YES AT Q6 (Have you wormed your pet in the last year?) Why did you worm your pet? (PRECODED) Base all who wormed at Q6 (463)

Dogs 98% Cats 94%

Preventers don’t need to SEE evidence to worm their pet

88% of all Preventers have wormed their pet in the last year

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Preventers worm every 3-6 months; cats are likely to be wormed more frequently than dogs

6% 36% 36% 19% 2% All (446) Every month Every 3 months Every 6 months Once a year Less frequently

Q18 IF WORMED AT Q6 How often do you normally worm your dog/cat? Base all who wormed at Q6(446) NB Preventers

Are Preventers unaware of how often they should worm or do they just not remember to do it?

Cats 40%, Dogs 32% Cats 30%, Dogs 42%

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lack of evidence of the need to worm the pet has greatest influence on Non P. Cost is not an issue

54% 30% 27% 26% 24% 22% 10% Pet is fit and well I don't believe it is necessary Pet doesn't look as though it has worms I would see worms in the poo if my pet had worms My pet is an indoor pet so I don't need to worm it My pet would be wormy (thin, poor coat, sick looking) if it had worms Too expensive / can't afford it All (500)

Q21 IF NOT WORMED AT Q6 Can you tell us why you don’t worm your pet? Base all who did not worm at Q6(500) NB Non preventers

Other = 11% (each <4%)

They don’t worm because they don’t see a need

Dogs 34% Cats 18% Dogs 19% Cats 29% 18-24 age group 19%

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even close proximity with pets does not seem to influence levels of preventative medicine

 Those who sleep with their pets are NOT more likely than other owners

to have

Treated for fleas in the last 2 years (77% vs 78%)
Wormed their pets once a year or more (45% vs 45%)

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 Regular worming for pets is important – but not necessary for all!

Preventers

 Keen to prevent possible problems so worming is a regular part of

pet health care (96%)

 More likely to treat preventatively against fleas (64% vs 40%)

Non Preventers

 Health care is dealing with what you can see – NOT prevention  More likely not to worm their pet unless they see a reason to do it

e.g.

Pet is fit and well (50%)
I would see worms in the poo if my pet had worms (25%)
They don’t believe it’s necessary (28%)

 More likely to treat for fleas as result of flea burden (31% vs 12%)

summary - attitudes to worming & fleas

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information & advice

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Preventers appear to be more informed about worms but 1/3 Non Preventers claim (?overclaim) to be receiving information too

65% 68% 35% 38% 50% 53% Have you been told anything or read anything about the worms your pet can get? …and what about the effects they can have on the animal? Preventers (524) Non-preventers (500) All (1024)

Q22 Have you been told anything or read anything about the worms your pet can get? And what about the effects they can have on the animal? Base All respondents (1024)

It is not lack of information that drives non-prevention

Less younger

wners 18-24

31%/31% & 25-34 42%/40% informed

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there was some recognition that worms carried by pets can affect human health - but 1/3 have not really thought about it

Even 1/3 of those preventing are not doing so because of zoonosis

56% 48% 63% 6% 6% 5% 29% 34% 23% 9% 11% 7% All (1024) Non Preventers (500) Preventers (524) Yes No Not sure Never thought about it Dog 67% Cat 60% Dog 50% Cat 46% Dog 58% Cat 53%

Q24 Do you think any of the worms carried by pets can affect human health? Base All respondents (1024)

No major differences between cat & dog owners 18-24 age group 33%

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the vet was the major source of information about worms, especially for Preventers, but use of other sources by Non P is significant

73% 23% 27% 15% 8% 18% 5% 9% 44% 35% 29% 27% 20% 25% 20% 12% 63% 26% 27% 17% 12% 17% 9% 11% Vet Books Read it on the packet of tablets Internet Friends or relations Pet shop Other pet owners Magazines Preventers (380) Non Preventers (203) All (583)

Q23 IF YES AT Q22 Where did that information come from? Base All who had information at Q22(583)

Other = 3% Country store = 1% Breeder = 1% 4%

Non P rely on other sources & use the vet less

No difference between cat & dog owners except P dog owners use more information sources than P cat owners

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the vet was the major source of advice on worming

66% 10% 3% 2% 4% 5% 4% 4% 17% Vet Pet shop Books Magazines Internet Friends or relations Other pet owners Myself/own experience No one All (446)

Q19 IF WORMED AT Q6 Who advises you about worming your dog/cat? Base all who wormed at Q6(446) NB Preventers

Other = 2%

Preventers like to use their vet for advice

No difference between cat & dog owners 18-24 age group 22% 18-24 age group 15%

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2/3 P buy their worming treatment from the vet but do others buy elsewhere on price?

62% 20% 13% 2% 5% 13% 9% 2% Vet Pet shop Supermarket Internet Main source Secondary source

Q20 IF WORMED AT Q6 Where do you normally buy worming tablets for your dog/cat? Please tell us the main source first and then other sources in the last 3 years Base all who wormed at Q6(446) NB Preventers

Other = 2% Country store = 2% Pharmacy = 2% 67% 33% 22% 4% Cat 70%, Dog 66% Cat 29%, Dog 35% Cat 29%, Dog 16% Cat 6%, Dog 2%

Wormers are purchased from a variety of sources

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80% of those seeking advice from the vet also purchase worming treatment there

29% 79% 11% 4% 59% 10% 18% 13% Worming advice from pet shop (44) Worming advice from vet (294) Vet main source of treatment purchase Vet secondary source of treatment purchase Pet shop main source of treatment purchase Pet shop secondary source of treatment purchase

Purchase is not always dependent on advice

Q19 IF WORMED AT Q6 Who advises you about worming your dog/cat? X Q20 IF WORMED AT Q6 Where do you normally buy worming tablets for your dog/cat? Please tell us the main source first and then other sources in the last 3 years Base all who wormed at Q6(446) NB Preventers

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Non P more likely than P to use advice sources other than the vet for general health care

83% 3% 2% 2% 2% 2% Vet Internet Search engines Pet shop Books Vet nurse Friends or relations 1st 2nd 3rd 4th 5th 54% 15% 7% 5% 2% 10% Vet Internet Search engines Pet shop Friends or relations Books Vet nurse 1st 2nd 3rd 4th 5th

Q27 Where do you normally seek general health care advice for your pet? Q28 Please rank those you mentioned in terms of importance to you Base All respondents (1024)

14% 12% 11% 12% 59% 25% 17% 17% 12% 8% 7% Rank source

f advice

Rank source

f advice

Non P avoiding the vet? Talk to friends & relations who probably also avoid the vet!

88% Pet food manufacturer sites 5% Pet charity internet sites 6% Pet food manufacturer sites 3% Pet charity internet sites 4%

Preventers (524) Non Preventers (500)

No major differences between cat & dog owners

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pet product & pet food manufacturer websites were among the most popular for pet health information

Google, 17% Pet product manufacturer, 14% Pet food manufacturer, 11% RSPCA, 5% PDSA, 4% No favourite, 22% Other , 15% Don't know, 12% No reply, 2%

Q29 IF INTERNET MENTIONED AT Q27 ASK Which is your favourite website for pet health information? Base All respondents mentioning internet at Q27 (245)

There was little difference between cat & dog owners or between Preventers & Non preventers

These sites could be a communication vehicle to some owners

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nly 1/3 of either group agrees. On balance
wners think they know enough: many not

particularly interested?

11% 5% 18% 20% 33% 38% 26% 28% 11% 9% Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q30 In relation to pet healthcare how strongly would you agree with the following statements? Base All respondents (1024)

3.1 3.2

Pet owners have been pet owners for ever & they do what they have always done.....hard then to communicate with them

There was no difference between cat & dog owners

“I am an experienced pet owner and I feel I know enough about pet health care so I do not actively seek out information on matters such as diseases, worms and fleas. If it is important, I probably know about it already”

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twice as many P as Non P are actively searching for information – showing concern to do the right thing?

7% 13% 20% 35% 35% 31% 25% 16% 14% 4% Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q30 In relation to pet healthcare how strongly would you agree with the following statements? Base All respondents (1024)

3.2 2.6

But …information is not highly sought overall so hard to get through to pet owners

There was no difference between cat & dog owners

“I am always actively on the look out for articles / information on pet healthcare - I am keen to learn more”

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1/2 are not even likely to read an article if it is in front of them!

5% 2% 13% 13% 35% 34% 33% 43% 14% 8% Preventers (524) Non preventers (500) Do not agree at all 2 3 4 Agree strongly

Q30 In relation to pet healthcare how strongly would you agree with the following statements? Base All respondents (1024)

3.4 3.4

The challenge is not only to put information in front of them but to make them read it

There was no difference between cat & dog owners

“If I come across a pet related article or leaflet I will read it but I do not actively seek out information on pet healthcare issues”

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1/2 of owners go to a pet shop at least once or twice a month

Q13 On average, how often do you go to a pet shop? Base All respondents (1024)

16% 8% 12% 17% 11% 14% 26% 24% 25% 14% 17% 16% 10% 14% 12% 16% 24% 20% 1% 1% 1% Every week Twice a month Once a month 3 - 4 times a year 1 -2 times a year Less than

nce a year

Never Preventer (524) Non preventer (500) All (1024) Dog owners tend to go to the pet shop more frequently than cat owners

The pet shop is a regular contact point that might be used to communicate

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 Owners think they know all they need to know about pet health care & don’t

actively seek information – THEY DON’T NEED IT!

 Half say vets don’t tell them about diseases etc

The level of knowledge among owners is not high – many are unaware of what

they are vaccinating against

Preventers

 The vet is a major source of advice & information when required  More likely to use the vet as first port of call for information (Rank 1)83% vs 54%

(Non P)

Non Preventers

 Use many use other sources, such as the Internet and friends & relations  More likely to use the Internet as first source of information 15% vs 3% (P)

advice & information

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interpretation & recommendations

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what we know……..

All owners



Most pet owners don’t want information

Consider that they know enough about pet health (3.1/3.2)
Are not proactive in seeking information (3.2/2.6)
Only half would read information about pet health if they come across

it (3.4/3.4)



Are unaware of what they are vaccinating against (a wonder they do it then!) (42%/53%)



Responsible pet ownership means care and attention (4.8/4.5)

Buy Christmas presents (68%/57%); spend a similar amount (up to £10)
Let the pet sleep on the bed (22%/21%) or in the bedroom (17%/14%)



Have treated for fleas to a similar extent in last 2 years(84%/72%)



Use similar websites to look up health issues

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Preventers = “responsible citizens”



Risk averse

More likely to insure pet (36%/10%)



Guilt ridden

Vaccination is essential (4.2/2.7)
Feel guilty if they don’t vaccinate (4.0/2.4)



Want to be responsible (- but not always sure why!)

Consider responsible pet ownership includes regular vaccination

(4.2/2.7) [NB not mentioned spontaneously in self-completion in qual]

More likely than Non P to feel vaccination is relevant to them but not

entirely so (3.4/2.3)

Feel regular worming is part of health care (96%)

Continued…

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Preventers = “responsible citizens”



Want to do their best for their pet

Feel they have done so by vaccinating (4.3/3.1)



Value the vet & professional advice – so vet effective in transferring knowledge

Visit vet at least once a year (78% vs (26%)
More likely to use as first port of call for healthcare advice (83%/54%)
Information about worms most likely to have come from vet (73%/44%)
Vet most likely to be main purchase source of wormers (62%)



Look deeper into health & try to prevent

More likely to know about worms (68%/38%); their potential effects

(65%/35%) and that they can affect humans (63%/48%)

…Continued

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Non Preventers = “naïve reactors”



They know enough & will deal with a problem if & when they SEE it – “fire fighting”



“Caring” pet owners - want to do their best for their pet BUT

Don’t see vaccination as part of responsible pet ownership

(2.7/4.2)

Vaccination is not essential if the pet is well (3/1.9)
Feel there is no need to worm if the pet is well (54%)



Vet has lower everyday value

Visit only when there is a problem (51% vs (12%)
Less likely to use vet as first source of advice (54% vs 83%) – & they

don’t go to the vet frequently/regularly

More likely than P to use internet for healthcare advice (24%/14%)
More likely to feel that vaccination is another way for the vet to make

money (35% vs 14%)



May be more money/price conscious?

Don’t waste money on insurance (10%)
Use internet more – possibly to shop around

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the problem remains the same…

We have pet owners who feel that, through experience, they know what is best for their

pet. They would all do anything for their pets and if they needed attending to, they

would be straight to the vets. BUT they don't see the diseases we vaccinate against, see worms or fleas so many feel prevention is not relevant to them. SO, how do you get owners to vaccinate, worm & flea their pets regularly when:

1. They are generally confident in the amount & quality of their knowledge, rarely go to

the vet & use the Internet for information

2. Mostly they are not persuaded by the facts as experience over rides this i.e.

recognition of zoonosis by half, but don’t see worms therefore not relevant to them

3. They don't want to know any more about diseases etc so would not necessarily read

articles / leaflets

4. They don’t go to the vet unless absolutely necessary
5. Responsible pet ownership tends to be linked to attention rather than health
6. They are not driven by guilt, only by need
7. They are not risk averse?

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recommendations - possible solutions

 Education – definitely needed but likely to fall on deaf ears – they

know enough, are not looking & would not read if they see a healthcare item SO

Use the Internet - Provide an industry website which appears
impartial. Must come up as first listing on search engines.

Provide chat rooms / forums which are policed by a vet. Use a celebrity vet for endorsement. Looks impartial?

Through children - Responsible pet ownership talks at school so

we breed the next generation of responsible pet owners. Children do not think they know it all so will listen and parents are not threatened by advice from children. Help to break the cycle of doing what we/our friends have always done

Through Mums – Campaign at Nursery school / Pre-natal clinics
n zoonosis, when women likely to listen
Through trusted sources – pet shop owners, breeders etc so they

promote good practice but how to persuade them?

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recommendations - possible solutions

 Vet practices – Ham up the value of the vet (BVA) & the vet nurse (BVNA)

Knowledgeable, not expensive, good value for money, transparent

pricing, added value

Use vet nurses more as customer care people – provide free health

care checks including health care advice

Educate owners at every visit, ESPECIALLY PUPPY/KITTEN VISIT, on

vaccination, worms & fleas – don’t assume they know it!

Cut price of vaccination so no reason not to vaccinate (few concerned

about adverse reaction). Offer package of vaccination, worming & flea prevention + spay/castration + free healthcare checks each quarter or 6 months with nurse thus hooking them in to prevention at puppy/kitten stage

Offer free wormers at the vet with every booster / or flea treatment
r some discount so the vet looks good
Offer free worm counts at booster time when you bring in your pet.

i.e. prove that pets do have worms, same with flea combing. Drug companies teach VN’s how to do this – provide equipment?

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recommendations - possible solutions

 PR

Media coverage - Airtime for free on GMTV, problem page in the

Telegraph etc

Congratulate vaccinators – only ¼ know they are covered for Parvo.

With latest re-surge, give them pat on back, “that is why you have been vaccinating” (though don’t know it) – re-emphasise value to all

 Pet care is more than just attention – Promote the message that giving

attention and good food to one’s pet is necessary but only part of one’s responsibilities as a pet owner. i.e. vaccinate. Maybe on the pet food? Food hero’s (eating 5 a day) idea for responsible pet ownership (Leader of the pack?)

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recommendation for next steps…

 Before choosing solutions and in order to target those solutions correctly to the

appropriate audience, NOAH needs to know more about the “responsible citizens” & the “naïve reactors” At present NOAH can only guess:

Who are they?
What are they like?
Why do they behave as they do?
What will influence their behaviour?

 Ideally further research is needed to establish the drivers for the attitudes &

behaviour of the “responsible citizens” & the “naive reactors”. This could be done by

A full segmentation of pet owners
A qualitative study on attitudes & behaviour

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thank you!

cognition po box 77

kehampton

EX20 2WQ t +44 (0) 1837 516390 f +44 (0) 1837 516389 enquiries@cognition-mi.com www.cognition-mi.com

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appendices

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quota sample: 95% confidence level

Preventers Non Preventers Total Cat owner - avg 1.74 cats 261 250 511 Dog owner – avg 1.32 dogs 263 250 513 Male 208 235 443 Female 316 265 581 No of children (avg) 0.4 0.8 0.6 18-24 33 51 84 25-34 92 120 212 35-44 171 118 289 45-54 130 61 191 55+ 98 150 248 524 500 1024

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quota sample: Preventers

88% 45% 67% 34% 15% 8% Wormed in last year Vaccinated in last year Vaccinated in last 2 years Preventers (524) All (1024)

Q6 Have you wormed your pet in the last year? Q7 When was the last time you vaccinated your pet? Base All respondents (1024)

Ages 35-44 & 45-54 more likely to have vaccinated in last 2 years 46% & 57% vs 34% other owners

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quota sample: age groups

6% 10%8% 18% 24% 21% 33% 24% 28% 25% 12% 19% 19% 30% 24% 18-24 25-34 35-44 45-54 55+ Preventers (524) Non Preventers (500) All (1024)

Q11 Which age band do you fit into? Base All respondents (1024)

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The remaining slides show greater detail or different data splits of some of the slides already in the main report

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for Preventers vaccination is what you do; but Non P don’t see a need

3.4 4.2 4.2 4 2.2 1.9 2 1.7 2.3 2.2 3.1 2.7 2.4 2.3 3 2.9 2.4 2.7 2.8 3.7 3.5 3.2 2.9 2.4 2.4 2.1 2.5 All my pet owning friends & family vaccinate & so do I If I vaccinate I know I have done my best for my pet Vaccination is essential I would feel bad/guilty if I did not vaccinate Vaccination is relevant in my situation Vaccination is not essential if your pet is well No one I know has ever had a pet with any of the diseases that you vaccinate against therefore vaccination is not essential for my pets I would vaccinate my pet but it is just inconvenient getting it to the vet I am afraid there may be side effects from the vaccination Preventer Non preventer All