Three Things to Know
Researchers analyzed over 70,000 dog profiles on PetRescue, an Australian adoption site, to examine how personality adjectives influence adoption rates. They found that adjectives related to “friendly and sociable” were the most common, used in 37% of profiles.
When focusing on the top four breeds (Staffordshire Bull Terrier, Australian Cattle Dog, Jack Russell Terrier, and Labrador Retriever), the study revealed that four adjectives significantly impacted adoption speed: “active,” “gentle,” “energetic,” and “quiet.” However, the effect of these adjectives varied by breed, highlighting the importance of tailoring descriptions to specific breeds.
The study concluded that online descriptions play a crucial role in dog adoption. Shelters should consider breed-specific preferences and tailor descriptions to attract potential adopters.
The Full Picture
More than 200,000 dogs are surrendered to shelters in Australia each year. To assist these animals in finding loving homes, welfare organizations and rescue groups increasingly rely on online platforms and social media to raise awareness. Websites like PetRescue, Australia’s largest platform for homeless pets, allow shelters to showcase adoptable dogs with detailed profiles. These profiles include information like breed, age, sex, and a descriptive text. By using these platforms and social media, organizations can reach a wider audience, boost public engagement, and ultimately, increase adoption rates.
A study titled “Descriptive Texts in Dog Profiles Associated with Length of Stay Via an Online Rescue Network” analyzed the descriptive text and demographic factors (like breed, age, and sex) of dogs listed on PetRescue. The study aimed to identify factors, particularly breed-specific preferences, that might influence how quickly a dog is adopted. A longer stay in a shelter suggests lower public interest in that particular dog.
Study Methods
This study analyzed a sample of 70,733 dogs with complete data, listed on the PetRescue website from its founding in 2004 until March 2013.
To delve deeper into breed-specific factors, a subset of 20,198 dogs from the four most common breeds (Staffordshire bull terrier, Australian cattle dog, Jack Russell terrier, and Labrador retriever) was selected. This dataset served as the foundation for keyword and descriptor analysis, exploring the connections between breed, profile descriptions, and length of stay (LOS).
The descriptive text analysis centered on 45 terms, categorized into five personality dimensions (energetic/extroverted, self-assured/motivated, nervous/sensitive, responsiveness to training, and friendliness/sociability).
Study Results
Length of Stay by Age and Breed
The median age of dogs in the dataset was 18 months, and the median length of stay (LOS) was 18.05 days. Female dogs were adopted slightly faster than male dogs.
Among the top four breeds analyzed, Labrador Retrievers had the shortest LOS (14.5 days), indicating the fastest adoption rate. This was followed by Jack Russell Terriers (16.2 days), Staffordshire Bull Terriers (16.5 days), and Australian Cattle Dogs (21.4 days). These findings contrast with previous research suggesting longer LOS for sporting breeds like Labradors.
Consistent with other studies, puppies (0-6 months) were adopted more quickly than older dogs.
Usage of Selected Adjectives and Impact on LOS
The study analyzed 45 personality adjectives, grouped into 5 categories. Responsiveness to training was the least common trait (3%), followed by nervous sensitivity (6%), self-assured/motivated (10%), and energetic/extroverted (32%). Friendly/sociable was the most common category of traits, appearing in 37% of profiles.
The researchers focused on four common breeds: Staffordshire Bull Terrier, Australian Cattle Dog, Jack Russell Terrier, and Labrador Retriever. They highlighted that four adjectives — “active,” “gentle,” “energetic,” and “quiet” — affected the LOS of these breeds.
The impact of these adjectives varied by breed. Among Australian Cattle Dogs, “active” was associated with the shortest LOS (42.2 days), while for Jack Russell Terriers and Staffordshire Bull Terriers, it was “gentle” (22.9 and 32.2 days, respectively). For Labrador Retrievers, “quiet” correlated with the shortest LOS (22.2 days).
Conversely, the absence of certain descriptors also influenced LOS. For example, Australian Cattle Dogs not described as “energetic” had shorter LOS (30.2 days) than those described as “energetic” (54.5 days). The same was observed for Labrador Retrievers not described as “active” (18.8 days vs. 25.1 days when described as “active”).
The study also found that the impact of personality adjectives depend on the breed. For instance, including “gentle” in the profiles increased LOS for Australian Cattle Dogs (44.8 vs. 36.7 days) but decreased it for Jack Russell Terriers (22.9 vs. 24.9 days). These findings highlight breed-specific preferences and the nuanced role of personality descriptors in influencing adoption outcomes.
Unexpectedly, descriptors like “obedient” and “trainable” were associated with longer LOS, which warrants further research to understand adopters’ perceptions and confidence in handling such dogs.
Conclusion
This study reveals the power of words in online dog profiles. The way dogs are described, particularly through personality adjectives, influences their length of stay in shelters and their overall adoptability. Prospective owners have specific preferences based on their lifestyle and family dynamics. By crafting authentic and strategic descriptions, shelters can better connect dogs with suitable adopters, ultimately increasing adoption rates.
Miscellaneous
Data From Study:
Shelter Dogs > Improving Rehoming Success > Enlarging Adoption Pipeline
Year of Publication:
2019
External Link:
Nakamura M, Dhand NK, Starling MJ, McGreevy PD. Descriptive Texts in Dog Profiles Associated with Length of Stay Via an Online Rescue Network. Animals. 2019; 9(7):464. https://doi.org/10.3390/ani9070464