Equine Caregiver Information-Seeking Preferences: Surveys in the Midwest.
Authors: Carroll Heidi K, Bott-Knutson Rebecca C, Mastellar Sara L
Journal: Journal of equine veterinary science
Summary
# Editorial Summary Researchers surveyed 142–151 equine owners and managers across the Upper Midwest between 2014 and 2016 to understand where they sought information about horse health, welfare, and nutrition. The sample was predominantly female (62–84%) with substantial experience, over half having managed horses for more than 20 years. When asked about nutrition and feeding practices specifically, respondents identified veterinarians as their primary information source (77%), followed distantly by books and magazines (42%), peer networks (38%), and friends or family (35%); notably, scientific publications and equine nutritionists ranked lower at 25% and 19% respectively. Trust ratings for health and welfare information showed clear hierarchy: veterinarians and nutritionists scored highest (4.5 on a 5-point scale), university and extension specialists achieved 4.0, whilst humane societies rated poorly (2.8–2.9). These findings highlight a significant gap between where owners actually seek advice—relying on general sources and informal networks—and whom they trust most highly, suggesting that equine professionals, particularly veterinarians and nutritionists, have opportunity to provide more structured, evidence-based guidance that aligns with owner preferences whilst building on existing trust relationships.
Read the full abstract on PubMed
Practical Takeaways
- •Veterinarians are the primary trusted information source for horse owners in the Upper Midwest—positioning yourself as a reliable educator on nutrition and health topics will strengthen client relationships
- •There is a significant gap between trust in extension specialists (4.0/5) and actual consultation rates (7%)—opportunities exist for outreach programs to increase engagement with evidence-based resources
- •Horse enthusiasts and social media remain important informal information channels (38% and 28% respectively)—consider monitoring and contributing to these communities to ensure accurate information reaches owners
Key Findings
- •77% of equine owners/managers seek nutrition information from veterinarians, followed by books/magazines (42%) and horse enthusiasts (38%)
- •Veterinarians and nutritionists were the most trusted sources for health and well-being information (average 4.5/5), while humane societies were least trusted (2.8/5)
- •Respondents were predominantly female (62-84%) with over 20 years of experience, indicating convenience sampling of established horse owners
- •Extension specialists and university personnel ranked second in trustworthiness (4.0/5) but were consulted by only 7% for nutrition information