Describing Georgia Horse Owner Communication Source and Channel Preferences: A Preliminary Study
ISSN 2158-9429
Volume 18, Issue 1 - June 2025
Editor: Linda Chalker-Scott
Abstract
This quantitative survey explores horse owner information-seeking behaviors in Georgia by identifying demographic patterns in information preferences, describing factors influencing source selection, and evaluating perceptions of information channels. Findings reveal that accuracy, practicality, and current research are key factors influencing source selection, while social factors such as peer recommendations are less important. Despite perceiving high-cost channels like in-person events as more useful, respondents primarily relied on free sources such as social media and the Internet. These findings can guide Extension professionals in designing communication strategies for horse owners.
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