Demographics


The typical NCHA member owns or manages a business or professional practice, has a six-figure income and a seven-figure net worth. They are educated, technically capable and prefer established, dependable, quality products and services.

Cutting Horse Chatter readers are:

  • Male 63%
  • Female 37%
  • 75% of NCHA members are married
  • Average of 2.74 people per household
  • 60.5% of NCHA members fall between the ages of 36-55
  • 31.7% are between the ages of 25 to 45
  • 75.6% hold primary residence in a rural area
  • 83% have a college education
  • 21% have attended graduate school
  • Average household income is $177,405
  • Average household investment portfolio is $239,300
  • Average household net worth is $1,526,000
  • 56% are the president, CEO, chairman, partner, executive vice president or owner of a company.

The leading primary sources of family income include:
Agriculture/horses/cattle, professional practice, construction, general business, finance/investing/banking, real estate, manufacturing, health care, oil and gas, and retail
What they are buying:

  • 98% own at least one horse, 58% own more than five horses
  • 99% own a pickup truck
  • 64% own a diesel engine truck
  • 34% own an SUV
  • 40,122 is the average number of miles an NCHA member drives in a year

On average, an NCHA family:

  • Purchases three Western hats per year
  • Purchases 3.3 pairs of boots per year
  • Purchases 10 pairs of jeans per year
  • Spends $3,427 per year on saddlery and tack
  • Spends $5,000 per year on horse feed and supplements
  • Owns or leases 127 acres
  • Has a 2 acre lawn maintained
  • $662,000 average value of real estate owned
  • 72 head of cattle owned or leased
  • 20 days spent traveling each year for business
  • 7 roundtrip plane tickets purchased annually
  • 99% say they always read the Cutting Horse Chatter

What NCHA members are doing outside of the cutting pen:

  • The top five ranking leisure activities are:
    Hunting, fishing, golfing, weight training and aerobics
  • 61% own a gun, rifle or bow
  • 50% own fishing equipment
  • 96% own power tools
  • 88% own lawn and garden equipment
  • 73% own a chain saw
  • 37% own an all-terrain vehicle
  • 25% own a boat or personal watercraft
  • 11% charter a private plane

NCHA members are technically sophisticated:

  • 51% own a digital satellite system
  • 92% use e-mail and on-line services
  • 94% own at least one cellular phone
  • The average household monthly cellular telephone bill is $158.50