Equestrian
Audience
Who is the equestrian audience?
Source: The United States Equestrian Federation profile of 80,000 members and audiences at federation events.
- Females comprise 85% of participants
- The average age is 39
- 40% earn an excess of 150k per year
- 80% have a college degree
- The average home value is 412,000 USD
- 81% own their primary residence outright
- 15% own a second home
- 78% are members of a frequent flyer program
- 97% have one or more credit cards
- 55% of the automobiles owned were purchased with the last year
- Participate in approximately 14 events per year
- Own an average of 5 horses each
At the 1996 Olympics in Atlanta the 30,000 seat equestrian venue was sold out for all 13 days of competition!
Equestrian demographics of North America
- There are 15,000,000 people over the age of 12 who ride a horse on a regular basis.
- There are over 7,000,000 horses in North America.
- The attendance at horse related events yearly is almost 100,000,000
- The average annual income of horse owners to non-horse owners who earn over 100k per year is 4-1.
- The ratio of equestrians who own other pets (dogs and cats) to the general population is 3 to 1.
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