Female, childless, brand-conscious

What characterizes the typical rider and how does his/her passion for equestrian sport express itself? These questions have been examined by Göttinger Agrifood Consulting GmbH, which launched an online survey of active male and female riders in 2010.

The results of the “HorseFuturePanel” were discussed in early February in Cologne at spoga horse, International Trade Fair for Equestrian Sports. Over 1,300 horsemen and women had participated in the survey. Among other things they were asked about social-demographic aspects, equestrian activities and personal attitudes to horses. The survey revealed: the typical rider is female, in her early 30s and spends more than two and a half hours a day in the stable.

Of those surveyed by “HorseFuturePanel” 97 percent were active riders, in turn almost 95 percent of these were female. 86 percent stated that they owned at least one horse, which they devoted an average of 18 hours of their time to each week. Once saddled the riding session lasts an average 55 minutes. Half of those surveyed never actively participate in riding tournaments, 80 percent are however organized in federations or associations.

According to the survey, typical riding regions are north-west Germany along with the south of the country. This is home to male and female riders, average age 32.6 years, and be it single, married or in a long-term relationship, there is a balanced mix among them. 80 percent stated that they had no children. Just as many described their four-legged friend as a full member of the family, whose care is just as important as riding itself.

Only the best for the horse: that is the motto of many male and female riders. 11 percent of them earn more than 5,500 Euro a month. There are clear differences in monthly expenditure as well as quality and price orientation. Overall the study revealed however that 57 percent make very brand-aware decisions. For 80 percent of respondents their horse is not a status symbol but rather a partner for sport, a faithful friend and the perfect leisure activity.