Did you know that a third of Singapore residents own pets (34%) – and that cat and dog owners share certain consumer attitudes and behaviours that set them apart from your typical consumer? Let’s dig in.
What type of pets are most popular in Singapore?
Latest data from YouGov Profiles shows that dogs are the most popular pet animal (13%) followed closely by cats (12%), while fish (7%) are third most common.
Rounding out the top five are rodents such as hamsters, guinea pigs and gerbils (3%) and tortoises and turtles (3%) – ahead of birds (2%) and rabbits (2%).
What distinguishes cat and dog owners from the typical consumer in Singapore?
#1 Excited by novelty and latest tech
Pawrents – owners of pet dog and cats – are significantly more likely than the average Singapore consumer (Z score greater than +2.0) to say yes to novel retail and culinary experiences.
Around three-quarters of pawrents enjoy tasting new food and cuisines, compared to 69% of the general population. And while the majority of pawrents like trying new brands and express dissatisfaction with enduring dull shopping experiences, less than half of the general population say the same.
Pawrents are also significantly more likely to have an interest in – and positive view of – latest technology products and services, compared to the average Singapore consumer.
While only 44% of Singapore consumers think that 5G has been beneficial to them in many ways, over half of cat owners (52%) and almost three in five dog owners (58%) think so. Most pawrents (52-53%) also say they are usually interested in trying out the latest technology products, services and apps, compared to less than half of the general population (46%).
Pawrents are also significantly more likely to be early adopters of new technologies. More than a third (35-37%) say they are often the first among their circle of friends to try out new tech products and services, compared to less than a quarter of the general population (24%).
Takeaway: Owners of pet cats and dogs tend to be more adventurous than your average Singapore consumer and enjoy seeking out new experiences. They are also more likely to be technophiles keen on trying out the latest tech gear and software.
#2 Passionate about social activism
Pawrents are not only more likely to buy from brands that engage with social issues – most would also start or stop buying from brands whose positions on such issues align with or are at odds with theirs.
While the majority of pawrents say they like brands that are willing to get involved in social issues (51-55%), most Singapore consumers have no such preference.
Additionally, most pawrents say they are more likely to buy from a brand whose ads express a view they agree with and will stop buying from brands that hold views that clash with theirs, but less than half of the general population say the same.
Takeaway: Owners of pet cats and dogs tend to be socially activistic consumers who are likely to consider a brand’s stance on social issues, and not just the quality and affordability of their product, before making purchase decisions.
#3 Enjoy being outdoors
When asked to choose between attending an outdoor event in natural spaces versus an indoor one, pawrents are significantly more likely than the average Singapore consumer to prefer the former.
Takeaway: Outdoor events held in lush greenery are more likely to attract dog owners than indoor ones – other things being equal.
#4 Receptive to customer loyalty programs
Pawrents are more likely to appreciate being a member of a brand’s customer loyalty programme, especially dog owners. Most pawrents think all brands should offer loyalty programmes (51-54%), compared to less than half of the general population.
A larger proportion of pawrents say they spend more money with and feel more connected to brands where they are a loyalty programme member, than Singapore consumers in general. In particular, dog owners are significantly more likely (Z score greater than +2.0) than the average consumer to indicate so.
Takeaway: Dog owners are especially likely to buy more from brands that offer them gift points and special deals via loyalty programmes, most cat owners also appreciate such memberships.
Want a deeper understanding of how cat versus dog owners differ from each other? Or learn what distinguishes owners of other pet animals from the average consumer in various markets? Contact us to find out.
Try a subscription-free data snapshot of your brand performance, sector trends or audience profile, with a one-time deep dive into YouGov's flagship consumer intelligence and brand tracking products. Get your tailor-made snapshot here.
- Sign up for monthly insights about the retail industry here and tech industry here.
- Explore YouGov’s latest intelligence on the retail sector retail sector here and tech sector here.
- Dive into our living data – for free
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Singapore is nationally representative of all adults (18 years or older), weighted by age, gender, and ethnicity, and reflect the latest Singapore Department of Statistics (DOS) estimates. Learn more about Profiles.
Photo by Narongrit Sritana on Getty Images