Written by on . Pegasus.

Pet Persona focus: The Nerdy Newbie

Over the next few months we are revealing a different pet owner persona identified by our year-long study examining recent trends in pet ownership. We start with the Nerdy Newbie!

These new and eager young pet owners want to be the best owner they can be. Nerdy Newbies are heavily invested in the health and wellbeing of their pets, taking a proactive and self-educated approach that parallels management of their own health and wellbeing.

Almost one fifth of owners report that owning a pet is a large part of their lifestyle, and that they are very knowledgeable about their pet. Such savvy owners have nailed the foundations of proactive healthcare for their pets – the large majority are registered with a veterinary practice, have taken out pet insurance, are up-to date with their vaccinations, and are on top of dental care and parasites. It is no wonder just over nine in 10 of them agree they actively take measures to prevent their pet from becoming ill.

When their pet does become unwell, a significant proportion turn to “Dr Google” (as well as their vet) for advice. We have seen this same trend in human health, with 60% of Generation Z’ers googling their own symptoms when sick.

Nerdy Newbies are truly the online generation, a behaviour that defines their style of pet ownership.  As a group of owners, a significantly higher proportion buy items for their pet online, and they are more likely to be exposed to pet health and product information through social media advertising.

But while they actively search for health and product information online, Nerdy Newbies want this from credible sources. They favour veterinary Instagrammers and animal health influencers for their pet advice and inspiration rather than celebrities.

Next month we will reveal our second pet persona – the Selfie Sidekick!

Our year-long ‘Pet Personas’ study involved an extensive review of all pet owner reports published in the previous two years, as well as primary research of 1,000 UK pet owners. Pegasus is offering clients in the animal health and welfare space a ‘first look’ at this study, with opportunities to book a consultation with Pegasus to better understand how the research applies to your business.

To receive a copy of the report, email animal@thisispegasus.co.uk

Director, animal health at Pegasus. 20+ years communications experience, 10 specialising in animal health marcomms.