Reader Demographics
- Average Household Income: $118,162
- Average Household Net Worth: $326,591
- Average Number of Horses Owned: 5.5
- 79.9% of non-veterinarian subscribers are Horse Owners
- 63.5% are Pleasure Riders
- 20.5% are Breeders
- 27.2% are Competitive Riders
- 23.8% are Barn/Farm Managers
- 25.8% are Trainers or Riding Instructors
- 96.2% of our subscribers care for their own horses.
Source: 2012 subscriber survey of readers of The Horse magazine
Distribution of Readers by Breeds Owned
| Quarter Horses |
33.2% |
| Thoroughbreds | 29.8% |
| Arabians | 18.0% |
| Warmbloods | 17.6% |
| Paint Horses | 16.2% |
| Cross Breeds | 11.7% |
| Appaloosas | 8.9% |
| Pony Breeds | 8.5% |
| Miniature Horses | 7.9% |
| Morgans | 6.5% |
| Draft Horses | 5.5% |
| Standardbreds | 4.0% |
| Saddlebreds | 2.0% |
Distribution of Readers by Discipline
| Pleasure or Trail | 72.6% |
| Dressage | 31.3% |
| Natural Horsemanship | 29.8% |
| Other | 17.4% |
| Hunters | 15.2% |
| Jumpers | 12.5% |
| Driving | 11.9% |
| Racing | 10.9% |
| Western Show | 10.6% |
| Combined Training/Eventing | 10.6% |
| Endurance | 5.4% |
| Reining | 5.2% |
| Barrel Racing | 3.8% |