CONSUMERS & BRANDS

Target audience: Pet reptile

owners in the U.S.

Consumer Insights report

June 2024
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers who answered Design: Online Survey, split questionnaire design
"Reptile (e.g., lizard, snake, turtle)" to the multi-pick
Duration: approx. 15 minutes
question "Which of these pets live with you in your
household?" Language: official language(s) of each country with
American English offered as an alternative
The report offers the reader a comprehensive
overview of pet reptile owners in the United States: Region: 56 countries
who they are; what they like; what they think; and how
Number of respondents:
to reach them. It provides insights on their • 12,000+ for countries with the extended survey
demographics, lifestyle, opinions, and marketing (including United States)
touchpoints. Additionally, the report allows the reader • 2,000+ for the basic survey
to benchmark pet reptile owners in the United States
Sample: Internet users, aged 18 – 64, quotas set on
(’’target audience’’) against the average U.S. consumer, gender and age
labelled as ’’all respondents’’ in the charts.
Fieldwork:
The report is updated quarterly and is based on data • Continuous from January to December
from the Statista Consumer Insights Global survey. • Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of June 2024

 Pet reptile owners in the United States
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

Pet reptile owners tend to be younger, Having a good time has more 26% of pet reptile owners state that Pet reptile owners tend to listen to
38% are part of Generation Z. importance to pet reptile owners than they don’t mind when companies use digital music content more often than
to the average consumer. their personal data for advertising. the average consumer.
55% of pet reptile owners are female.
Gaming and eSports are relatively A relatively high share of pet reptile Pet reptile owners remember hearing
There are pet reptile owners throughout
prevalent interests of pet reptile owners think that education is an issue ads on music portals and streaming
all income brackets.
owners. that needs to be addressed. services more often than the average
Pet reptile owners are more likely to live consumer.
Pet reptile owners are more likely to 24% of pet reptile owners describe
in small towns and rural communities
have pets as a hobby than the average themselves as having more left leaning The social network Pinterest is relatively
than the average consumer.
consumer. political views. popular among pet reptile owners.

7% of pet reptile owners follow ice Pet reptile owners are more negative Pet reptile owners remember hearing
hockey. about their personal economic situation ads on the radio more often than the
than the average consumer in the average consumer.
United States.

Sources: Statista Consumer Insights Global as of June 2024

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community

• Living situation

• LGBTQ+
 Pet reptile owners tend to be younger, 38% are part of Generation Z
Demographic profile: life stages

Age of consumers in the U.S.

Target audience 38% 37% 20% 5%

All respondents 24% 36% 28% 12%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 55% of pet reptile owners are female
Demographic profile: gender

Gender of consumers in the U.S.

Target audience 45% 55%

All respondents 50% 50%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 45% of pet reptile owners have a upper secondary education and are eligible for
university study
Demographic profile: education

Level of education in the U.S.

45%

38%

22%
17% 17% 18%
12%

7% 8%
6%
3% 3%
1% 1%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 There are pet reptile owners throughout all income brackets
Demographic profile: income

Share of consumers in the U.S. in the high, middle, and low thirds of household gross income

Target audience 32% 36% 33%

All respondents 34% 34% 33%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these pets live with you in your household?; Multi Pick;
Base: n=464 pet reptile owners, n=49108 all respondents
Sources: Statista Consumer Insights Global as of June 2024
 A relatively high share of pet reptile owners live in a household of two or more
related adults
Demographic profile: household classification

Type of households in which consumers in the U.S. live​

22%
21% 21%
20%
19%
17%
16%
14%
12%
11%
10%
8%
5%
4%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners,
n=60327 all respondents
Sources: Statista Consumer Insights Global as of June 2024
 Pet reptile owners are more likely to live in small towns and rural communities
than the average consumer
Demographic profile: type of community

Communities where consumers live in the U.S.

26%
25% 24%
23%
22%
19%
18%
17%

8%
7% 7%
4%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 A relatively large share pet reptile owners live in a rented accommodation
Demographic profile: living situation

Type of community Accommodation type Home ownership

30% 33%
49% 46%

70% 67%
51% 54%

Target audience All respondents Target audience All respondents

House Apartment Owned Rented

11 Notes: ’What is your current living situation (main residence)?’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 18% of pet reptile owners consider themselves part of the LGBTQ+ community
Demographic profile: LGBTQ+

LGBTQ+ status of consumers in the U.S.

Target audience 18% 78% 4%

All respondents 11% 85% 4%

Yes No Would rather not say

12 Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

• Sports activities

• Sports followed

• Pets
 Having a good time has more importance to pet reptile owners than to the
average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in the U.S.

54%
50% 49%
46%
40% 41%
37% 37% 36%
30% 30%
28%
25%
23%

14% 14%
12% 12% 11% 11%

A happy An honest To be Safety and Having a Making Learning Advancing Traditions Social
relationship and successful security good time my own new things my career justice
respectable decisions
life
Target audience All respondents

14 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327
all respondents
Sources: Statista Consumer Insights Global as of June 2024
 Gaming and eSports are relatively prevalent interests of pet reptile owners
Consumer lifestyle: main interests

Top 10 interests of pet reptile owners in the U.S.

52% 52%

41% 42%
34%
32% 31% 31% 31% 29% 31%
30% 30% 29%
26% 26% 26% 26%
22%

13%

Movies, Food & Health & History Science & Gaming & Home & Travel Arts & Fashion
TV shows dining fitness technology eSports garden literature & beauty
& music

Target audience All respondents

15 Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 Pet reptile owners are more likely to have pets as a hobby than the average
consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of pet reptile owners in the U.S.

47%
42% 41% 41%
39%
37%
35% 34%
31% 31% 31% 30% 30%
28% 27% 29%
26% 26%
24% 23%

Pets Cooking Video Reading Outdoor Shopping DIY and Board Gardening Traveling
/ baking gaming activities arts & crafts games and plants
/ card
games
Target audience All respondents

16 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 15% of pet reptile owners regularly go hiking
Consumer lifestyle: sports activities

Top 10 sports activities of pet reptile owners in the U.S.

15%

13%
13% 12% 12% 12% 12% 11% 11%
10% 10%
10% 9% 10% 9% 9%
9% 9% 9%
8%

Hiking Fitness, Dancing Swimming Basketball Hunting Cycling Baseball American Running
aerobics & diving & fishing & softball football & jogging
& cardio / flag
football
Target audience All respondents

17 Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=218 pet reptile owners, n=22327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 7% of pet reptile owners follow ice hockey
Consumer lifestyle: sports followed

Top 10 sports followed by pet reptile owners in the U.S.

23%

20%
18%

14% 15%
14%

7% 8% 8%
7% 7%
6% 6% 5% 5%
5% 5% 5% 4%
3%

American Basketball Baseball Boxing Ice Hockey Soccer Mixed Gymnastics Motorsports Tennis
football Martial Arts

Target audience All respondents

18 Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=149 pet reptile owners, n=17957 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 A relatively large share of pet reptile owners own pets, especially reptiles are
popular
Consumer lifestyle: pets

Pets living with pet reptile owners in the U.S.

100%

61%
52% 53%

38%
26% 28%
18% 16%
11%
4% 7% 4% 3% 1% 0%
Reptile Dog Cat Fish Bird Rodent Insect I don’t have
any pets

Target audience All respondents

19 Notes: ’’Which of these pets live with you in your household?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=15220 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

• Innovation adoption

• View on economic situation of the United States

• View on personal economic situation

• Economic concerns

20
 26% of pet reptile owners state that they don’t mind when companies use their
personal data for advertising
Consumer attitudes

Agreement with statements in the U.S.

52% 51%

42% 43% 42%

27% 26% 26%

22%
14%

I actively try I actively do something Dressing well is very I have bought products I don’t mind when
to eat healthy to preserve my health important for me because celebrities or companies use
influencers advertised my personal data
them for advertising

Target audience All respondents

21 Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=114 pet reptile owners, n=10062 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 A relatively high share of pet reptile owners think that education is an issue that
needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing the United States according to pet reptile owners

54%
52%

42% 42% 41% 40% 40% 40% 38% 40%

36% 37% 36%
33% 33%
31% 30% 29% 30% 31%

Rising prices Crime Housing Poverty Economic Education Health Unemploy- Food and Immigration
/ inflation / situation and social ment water
cost of living security security

Target audience All respondents

22 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile
owners, n=60327 all respondents
Sources: Statista Consumer Insights Global as of June 2024
 24% of pet reptile owners describe themselves as having more left leaning
political views
Consumer attitudes: politics

Political attitudes of consumers in the U.S.

Target audience 24% 27% 29% 20%

All respondents 21% 28% 35% 17%

Left Center Right Prefer not to answer

23 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; Which of these pets live with you in your
household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents
Sources: Statista Consumer Insights Global as of June 2024
 39% of pet reptile owners are in the early majority of innovation adopter types
Consumer attitudes: innovation

Innovation adopter types based on statements towards innovation by consumers in the U.S.
39%
36%

27% 27%
25%
22%

12% 11%

1%
0%

Innovators Early adopters Early majority Late majority Laggards

Target audience All respondents

24 Notes: Recode based on ’’Which of these statements apply to you?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 Pet reptile owners see the economic situation of United States more negatively
than the average consumer in the United States
Consumer attitudes: view on economic situation of the United States

Economic situation in the United States as perceived by pet reptile owners

Target audience 17% 18% 23% 24% 17%

All respondents 21% 20% 25% 20% 14%

Very positive Positive Neither positive nor negative Negative Very negative

25 Notes: ’’How would you evaluate the economic situation of your country of residence?’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 Pet reptile owners are more negative about their personal economic situation
than the average consumer in the United States
Consumer attitudes: view on personal economic situation

Perceived personal economic situation of pet reptile owners

Target audience 15% 22% 30% 19% 14%

All respondents 19% 25% 29% 17% 10%

Very positive Positive Neither positive nor negative Negative Very negative

26 Notes: ’’How would you evaluate your personal economic situation?’’; Single Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 53% of pet reptile owners are prudent about spending money
Consumer attitudes: economic concerns

Agreement with statements regarding economic concerns of pet reptile owners

53%
50%
46% 46%

37%
35%

25% 26%

13% 12%

I have been trying to My cost of living has I am worried about I am worried about I have lost my job in
spend less money in increased notably not being able to violence and public the past 12 months
the past 12 month pay my bills unrests in my
country of residence

Target audience All respondents

27 Notes: ’’Which of these statements apply to you when you consider your everyday life in the past 12 months?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all
respondents
Sources: Statista Consumer Insights Global as of June 2024
CHAPTER 04

Marketing touchpoints

• Media usage

• Social media usage

• Digital advertising touchpoints

• Non-digital advertising touchpoints

 Pet reptile owners tend to listen to digital music content more often than the
average consumer
Marketing touchpoints: media usage

Type of media consumers in the U.S. have been using in the past 4 weeks

67% 66% 69%

65%
58%
55%
53% 52%
49%
47%

33% 33% 32%

26% 25% 26% 23%
21%
16% 16%
12% 13%

Digital TV Radio Digital Movies / Podcasts Online Magazines Daily news Online Weekly
video music cinema news papers magazines news
content content websites papers

Target audience All respondents

29 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 The social network Pinterest is relatively popular among pet reptile owners
Marketing touchpoints: social media usage

Top 10 social networks used by pet reptile owners

69% 70%

60%
57%
50% 49%
45%
40%
34%
30%
27%
22% 22% 23%
17% 17%
13% 14% 14%
8%

Facebook YouTube Instagram TikTok Snapchat Pinterest X (Twitter) Reddit LinkedIn Twitch

Target audience All respondents

30 Notes: ’’What social media platforms do you use regularly?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=15220 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 Pet reptile owners remember hearing ads on music portals and streaming
services more often than the average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 channels where pet reptile owners in the U.S. remember coming across digital advertising

46%
44%
39%
37% 36% 37%
34%
32% 33%
29% 28%
27% 27% 27% 27%
21%
18% 17%

13% 13%

Social Video Video Search Video Online Music Websites Other apps Editorial
media streaming portals engines games stores portals and apps websites
services of brands and apps

Target audience All respondents

31 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n= 60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

 Pet reptile owners remember hearing ads on the radio more often than the
average consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in the U.S. have come across non-digital advertising in the past 4 weeks

45%
43%

37%
35% 34% 33%
32% 32%
27%
22%
18% 18%
17% 17%
15%
13%

On TV On the Directly in On advertising By mailshot / At the movies In printed In printed

radio the store spaces advertising /cinema magazines daily
on the go mail and journals newspapers
Target audience All respondents

32 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these pets live with you in your household?; Multi Pick; Base: n=591 pet reptile owners, n=60327 all respondents

Sources: Statista Consumer Insights Global as of June 2024

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 Authors

Jan Gewiese Jilson Varghese Shadha Al-iriani

Senior Research Manager Analyst Analyst

[email protected] [email protected] [email protected]

Jan Gewiese studied Economics (B.Sc.) at the University Jilson Varghese has a background in Financial Shadha Al-Iriani holds a degree in Multimedia Design
of Hohenheim and Business Administration (M.Sc.) at Accounting & Auditing and Business Economics from from Segi University Malaysia and is currently pursuing
the University of Hamburg. Before joining Statista, he the University of Mumbai. Additionally, he pursued a degree in International Business at Leuphana
interned at the Hamburg Center for Health Economics studies in Retail Banking Sales Management at ITM University in Lüneburg.
and Mercedes-Benz USA. University, Raipur, gaining practical experience
In her current position within the Consumer Insights
through an internship at ICICI Bank.
For the Consumer Insights team, he is responsible for team, Shadha is responsible for writing reports,
survey concepts, reports and whitepapers, and In his current position within the Consumer Insights factsheets and other insights material. Shadha also
automation processes. Jan also is a trusted advisor to team, Jilson provides support with creating reports, as provides in-depth quality assurance and contributes to
clients and stakeholders. well as being the resident expert for quality assurance. the layout and design of reports.

35
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