Ever since the Great Recession, the U.S. equine market has been in a period of decline. A new study shows that retraction is still taking place, but it also shows that spending per owner is up, even though there are fewer horse owners and they each own fewer horses. The study is a national survey of more than 900 horse owners with detailed information about demographics, reading and shopping habits, Internet and social media use, and involvement in equine events. The research examines what product brands were purchased, how often they were purchased, where they were purchased, amount of money spent, and who most influenced their selection of brands.
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