35% of Pet Owners Say They’re Likely to Change Vet in the Next Year, New Vetstoria Research Finds

New report highlights the growing role of digital experience in how pet parents choose and stay with veterinary clinics

London, January 12, 2026 — Vetstoria, a Petvisor company, today announced the release of its latest Pet Parent Research Report, conducted in partnership with research consultancy 7Insights, revealing that more than a third (35%) of pet parents say they are likely to change their veterinary clinic in the next year.

Based on a survey of 2,000 pet parents across the UK and Australia, the research explores how expectations around technology — including online booking, communication, and clinic websites — are shaping satisfaction, loyalty, and switching behaviour among today’s pet owners.

The findings suggest that digital experience is playing an increasingly important role in how pet parents evaluate veterinary clinics, particularly among younger and urban audiences.

Key findings from the report include:

• 35% of pet parents say they are likely to change their vet clinic in the next year
• 29% have decided against a clinic because of its website
• 58% have experienced issues when trying to book an appointment
• 34% of those who struggled to book cited the lack of online booking as a key problem
• 73% say they often or always check reviews before choosing a veterinary practice

Commenting on the research, Michael Freeman, Chief Marketing Officer at Petvisor, said:

“Pet parents increasingly expect an easy, digital-first experience from their veterinary providers — just as they do in other aspects of their lives. Clinics that fail to adopt online booking with an optimised website risk losing clients to more tech-savvy clinics.”

The report also explores what pet parents value most when interacting with their veterinary clinic, including:

• 88% value receiving useful reminders about appointments and vaccinations
• 88% say the ability to book appointments anytime, on any device, is important
• 81% want easy access to pet care tips and tools via clinic websites
• 77% value the ability to communicate with their clinic via text or online chat

With pet spending softening in some markets despite sustained levels of pet ownership, the findings provide timely insight into how client expectations are evolving — and the areas clinics may need to focus on to remain competitive.

Download the full Pet Parent Research Report to explore the data in depth, including insights into loyalty drivers, communication preferences, and the digital experiences shaping veterinary care in 2026.

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Methodology

The Pet Parent Research Report was commissioned by Vetstoria and conducted by 7Insights. The study surveyed 2,000 pet parents across the UK and Australia to understand expectations around booking, communication, clinic websites, and overall satisfaction with veterinary practices.

Media enquiries:
Lily Webster
lily.webster@petvisor.com
Petvisor