Before the pandemic started, most pet owners found out about new products by going to the brick and mortar stores, spending time browsing the store, and checking out the new offers.
One of the reasons for this might be that 17% of the owners were worried they wouldn’t find their regular food due to the lockdowns and shortages in brick-and-mortar shops.
So, since the pandemic started, fewer pet owners have relied on the physical stores for more information:
- Millennials declined from 55% to 37%
- Generation Z went from 53% to 36%
- Baby Boomers fell from 59% to 48%
- Gen X decreased from 57% to 47%
In the period between 2018 and 2020, the same happened to television. It declined by 10% or more in all age groups during this period.
- For example, 44% of millennials, the largest pet-owning age group, found out about a new product on TV. Yet, in 2020, this was true for only 29%.
- In the Gen Z age group, it declined even more. For example, in 2018, 43% of Gen Z pet owners used TV to learn about a new product. In 2020, only 25% did that.
- Even among Baby Boomers, the television’s most faithful viewers, the TV lost its appeal, and the numbers went down from 47% in 2018 to 37% in 2020.
Simultaneously, the internet became the main source of information about new products across all generations.
- For the Baby Boomers, the internet was a source of information about new products for 35% in 2018, while this is true for 48% of them in 2020.
- 48% of Gen X learned about new pet products online in 2018, which increased to 60% in 2020.
- For Gen Z, 58% of them found the new products on the internet, and in 2020, 67% did.
- The internet as the source of information about new products has grown the most in millennials, from 59% in 2018 to 74% in 2020.
Some internet websites have also grown more popular as sources of information, while others have failed to deliver.
Facebook has grown the most in all generations except Gen Z, where it lost its appeal and decreased from 42% to 30%.
YouTube had the largest growth across generations. On the other hand, the most significant fall was in the sites of the pet product companies, which decreased among all ages.