Marketing Profs

From couture clothing to travel and photo shoots, it seems we're all getting a little nuttier in what we do for our furry companions.

Approximately 31% of women say they spend more time with their pet than their spouse or significant other. For men, that perfect is approximately15%, according to Hartz's May 2005 Human-Animal Bond survey. The survey also found that 16% of women (and 6% of men) would dump a boyfriend or girlfriend whom their pet didn't like. Finally, the American Veterinary Medical Association found that 54% of all US households own at least one pet. What's more—47% of those owners consider their pets full-fledged family members.

According to a BizRate Research study for Shopzilla, most women see their pets as a higher priority than their partners do. Here's what 901 pet owners surveyed had to say about their animal companions:

· Affection. Over half of the women surveyed (56%) believe that their pets are more affectionate than their partners (vs. 41% of men), and 45% of women think that their pets are cuter than their partners (vs. 24% of men).

· Connections. Women consistently reported a deeper emotional connection with their pets than men did. Almost all the women (99%) said they often talk to their pets (vs. 95% of men), and a full 93% of women believe that their pets communicate with them (vs. 87% of men).

· Relationships. Almost three-quarters (73%) of female pet owners said they would be more inclined to date or marry someone who also has a pet (compared with 50% of men).

· Happiness. About 7 in 10 pet owners (68%) say their pets make them happier than their jobs. A full 72% of women feel this way, compared with 60% of men.

· Pampering. Over a third (34%) of pet owners—39% of women and 27% of men—say they would take their animal to a pet groomer, therapist or psychic.

· Memories. Just under a third (31%) of owners say they would consider having a pet funeral. Once again, women are much more likely (37%) than men (21%) to say so.

Here are just some of the social and cultural forces at work behind this growing animal obsession: