Information-Seeking Behavior of the Horse Competition Industry: A Demographic Study

Studies have shown a high number of American adults use the Internet to seek health information. Research on information-seeking behaviors of the equine industry has suggested that the population is heterogeneous and can be categorized into groups. The purpose of this study was to (1) demographically identify how the American horse competition industry prefers to seek information about the care and health of horses, (2) determine if the subgroups of the American horse competition industry use informational technologies similarly or differently, and (3) determine learning preferences regarding use of online educational materials. A survey was disseminated using Facebook-convenience sampling. A total of 1,007 surveys were completed and descriptively analyzed. Results revealed that 86% of respondents used the Internet as a horse health information source. Regardless of discipline, between 80% and 90% used Internet for health information, N = 978, but not as a preferred source. Preferred sources of horse health information were veterinarians (91%), farriers (77%), and trainers (68%), N = 954. Forty-nine percent of respondents would be willing to spend up to 1 hour on an equine Internet learning session and 36% would spend up to 30 minutes, N = 973. When asked how about separate Internet learning sessions, 53% would be willing to participate in up to three sessions, N = 969. Although these results cannot be generalized, this analysis presents themes of the equine show industry as learners. This study provides information to be used in design of education programs that cater to the information-seeking preferences of equine industry learners. (C) 2016 Elsevier Inc. All rights reserved.