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Customer Profile Survey Results Winter 2011/2012

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Customer Profile Survey Results Winter 2011/2012 ORNAMENTAL AQUATIC TRADE ASSOCIATION “The voice of the ornamental fish industry” Customer Profile Survey Results Winter 2011/2012 A Company Limited by Guarantee and Registered in England No 2738119 Registered Office Wessex House, 40 Station Road, Westbury, Wiltshire, Ba13 3JN, UK Telephone: +44(0)8700 434013 Fax: +44(0)1373 301236 [email protected] www.ornamentalfish.org UK Fish Keepers Survey Results – Winter 2011/2012 Fish keeping in the UK has enjoyed a long and varied history attracting interest from all around the country, male and female, of all ages and for a variety of reasons. With such a diversity of fish keepers in the UK, are there any trends that can be observed? What motivates people to keep fish? How long have they been keeping fish for? What services can retailers provide that fish keepers find most useful? Are these services the same whether the keeper own tropical fish or ponds? This survey was conducted to answer these questions and many more and to provide a snap shot of the 2011/2012 winter ornamental aquatic trade. In conjunction with the similar studies conducted in 1995/96 and 2005/06, we have also attempted to see if any changes have occurred over the last 16 years. Contents 1. The Survey .....2 2. Limitations .....2 Results Background 3. How many households in the UK own fish? .....3 General Ownership 4. What type of fish do customers keep? .....3 5. What is the age and gender of customers visiting retailers? .....5 6. What other pets do fish keepers own? .....7 7. How long have customers to retailers been keeping their fish? .....8 8. How many fish do customers own? ...11 9. How many fish do customers that only keep coldwater fish own? ...12 Fish keeper preferences 10. What are the most important services or features offered by retailers? ...12 11. Why do customers keep fish? ...14 12. How do customers want to find out more about their hobby? ...16 13. How far do customers travel to reach retailers? ...18 14. Summary ...19 Annex 1: The survey card ...21 Annex 2: Sampling error in calculating decay of fish keepers ...22 Annex 3: Box plots explained ...23 Annex 4: Statistics – Lies, damned lies and statistics ...24 Annex 5: Number of fish kept by fish keepers ...26 Annex 6: Duration of fish keeping and number of fish kept ...26 1 UK Fish Keepers Survey Results – Winter 2011/2012 1. The Survey The design of our survey followed that of our previous surveys conducted in 1995/1996 and 2005/2006, consisting of double-sided A6 postcards. Participating pet stores selling aquatic livestock were provided with 50 survey cards and were asked to get their customers to complete these cards at the point of sale. The survey was conducted during December 2011 and January 2012. A copy of the survey card can be found in the Annex 1. The format of this report has been changed from that of previous reports to reflect that the results of this survey provides a profile of customers visiting retailers during the survey period. Bullet point findings have been included at the beginning of each section followed by supporting tables, graphs and text where appropriate. These can be used to determine the accuracy of the findings stated. A total of 26 stores participated in this survey resulting in 728 respondents. 2. Limitations All surveys carry a likelihood of incurring error. The most accurate way of determining trends and behaviours of a population would be to obtain the relevant information from all members of that population. While accuracy would be perfect, it is impossible to achieve. Instead, a sample of the population can be taken making the assumption that this sample accurately represents the whole population. However, this can be a dangerous assumption to make. The smaller the sample, the greater caution must be taken when drawing conclusions from the data. Ensure that a sample of people is representative of the whole population requires that individuals are chosen using stratified random sampling technique and all are willing to complete such a study. Achieving a stratified random sample of the whole population is difficult, time consuming and costly to accomplish. National polls by groups such as Gallup claim to achieve an accurate view of public opinion by ensuring their sample of approximately 1,000 is representative of the whole nation in terms of age, gender, ethnicity, employment status, geographic location etc. This is beyond the abilities of our survey and therefore, the results within should be treated as a glimpse into the behaviour and nature of fish keepers rather than the exact truth about all fish keepers in the UK. The limitations with our study are: • Small sample size • Relatively few sample sites (i.e. not geographically representative) • Dependent upon who visits retailers and who is prepared to complete the survey card • Seasonal differences in buying/visiting behaviour. 2 UK Fish Keepers Survey Results – Winter 2011/2012 Results Background 3. How many households in the UK own fish? • Up to 3.9 million homes in the UK keep fish. • There are between 117m and 134m fish kept in the UK. There are 26.3 million households in the UK1 of which it is estimated that 9% keep indoor fish and 6% keep outdoor fish2. Making the assumption that there is no overlap of indoor and outdoor fish keepers, it is estimated that there are 3.9 million households in the UK owning fish. However, this assumption is probably incorrect and the true figure may therefore be somewhat lower. The same calculations were conducted in our previous surveys and are outlined in Table 1. Using the mean and median number of fish kept per fish keeper calculated later on in this report, there are between 117m to 134 million fish kept in the UK. Table 1. Estimate on the number of households in the UK owning fish Year of OATA Survey Number of Households (millions) 1996 3.5* 2005 4.1* 2011 3.9* *Figures from previous OATA surveys General Ownership 4. What type of fish do customers keep? • 70% of customers visiting retailers keep tropical freshwater fish. Half of these keep this type of fish only. • Pond fish keeping is the next most popular type of fish keeping. While marine fish keeping is the less frequently kept, 1 in 5 customers visiting retailers keep marine fish. • 13.7% of customers keep tropical freshwater and pond fish and 5.1% keep coldwater, tropical freshwater and pond fish. Our survey obtained data on the four different types of fish keeping: Indoor coldwater, tropical freshwater, tropical marine and pond. Survey participants were asked to provide the number of aquaria/ponds and the total number of fish they own for each group. Of the participants that provided a valid answer to this question, the breakdown of fish keepers can be found in Fig 1. 1 Office of National Statistics: http://www.ons.gov.uk/ons/rel/family-demography/families-and- households/2011/index.html 2 Pet Food Manufacturers’ Association: http://www.pfma.org.uk/pet-ownership-trends/ 3 UK Fish Keepers Survey Results – Winter 2011/2012 Fig 1. Percentage of respondents keeping one or more different type of fish 80 70 60 50 All types 40 +2 Other types 30 +1 Other type 20 Only 10 Percentage Percentage of respondents (%) 0 Coldwater Tropical Tropical Pond Freshwater Marine Just over 70% of respondents in this survey own tropical aquaria, making them the most popular type of fish to keep. Of the respondents that keep tropical aquaria, half of them keep only this type of fish. While pond fish are the next most popular type of fish kept, the vast majority of pond owners keep at least one other type of fish. The low percentage of those only keeping a pond might be explained by the fact that this survey was conducted in the winter. Those that only keep pond fish may have little need to visit an aquatic retailer during the winter months. Performing the same analysis on the data gathered from the previous surveys reinforces the plausibility of this explanation. Fig 2 and Fig 3 show the data from the 1996 (September/October) and 2005/2006 (December/January) studies respectively. The winter study also shows a low percentage of pond-only respondents, while it is much higher in the autumn survey. This finding is important in that it probably demonstrates “sampling error”. We will re-evaluate this in our next survey to see if this explanation is correct. Fig 2. Sept/Oct 1996 Survey Fig 3. Dec 2005/Jan 2006 Survey 70 70 60 60 50 50 40 40 30 30 20 20 10 10 Percentage Percentage of respondents (%) 0 Percentage of respondents (%) 0 Coldwater Tropical Tropical Pond Coldwater Tropical Tropical Pond Freshwater Marine Freshwater Marine Only +1 Other type +2 Other types All types Only +1 Other type +2 Other types All types 4 UK Fish Keepers Survey Results – Winter 2011/2012 Examining the data from the present study further, we can also see what other types of fish people keep. Tables 2 and 3 describe what other types of fish the respondents own when more than one type of fish is being kept. Table 2. Percentage of total respondents keeping 2 different types of fish Coldwater Tropical Marine Tropical 4.9% Marine 0.4% 4.3% Pond 4.9% 13.7% 3.4% Coldwater, Tropical and Marine Aquaria 0.8% Coldwater & Tropical Aquaria and Ponds 5.1% Coldwater & Marine aquaria and Ponds 0.1% Tropical & Marine Aquaria & Ponds 2.9% Table 3. Percentage of total respondents keeping 3 different types of fish From Table 2, where two different types of fish are being kept, the combination of a pond and a tropical aquarium is most popular with 13.7% of all respondents owning this combination.
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