10 Feb 2026
Today’s landscape has changed and pet owners are more like mainstream consumers. Julien Renard, co-founder of Vetstoria, delves into latest research highlighting this shift.
Julien Renard
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Image: wanchai peatoo / Adobe Stock
Pet ownership has surged in the past decade, but so has the sophistication of pet owners. No longer a passive participant in veterinary care, modern pet owners now have the same expectations they apply to retail, hospitality and human health care: smooth digital self-service, quick access to information, personalisation, transparency on cost and convenience, and a sense of trust established before they even meet the vet.
New data from the 2026 Pet Parent Research Report confirms this shift – expectations are quickly rising, loyalty is becoming more fragile and practices who fail to modernise the client experience are at risk of losing business.
Veterinary staff may feel that high phone volume is a root cause of customer friction and frustration, but the true issue is unmet customer expectations. In the eyes of a pet owner: if a clinic feels outdated, is difficult to contact, has a confusing booking process, or doesn’t provide clear information and instructions, it may be assumed that the quality of care follows the same pattern.
Researchers surveyed 2,000 pet owners in the United Kingdom and Australia in October 2025, exploring the importance of technology in the client experience and satisfaction with veterinary clinics. It’s worth noting that the results were strikingly similar across the UK, Australia, and even US market when a similar report was published last year—suggesting a global trend.
These findings point to a widening gap between what clients expect and what many practices currently deliver. Most notably, this gap is now influencing customer retention and clinic revenue.
Technology expectations. More than 8 out of 10 pet owners consider digital communication important for reminders, post-visit follow-ups, booking and accessing pet health records.
Booking issue dissatisfaction. More than half (58%) of pet parents report issues booking appointments. The main issues are a lack of available appointments (47%) and long hold times (41%). Younger pet owners (18-34) are most affected, with 73% reporting issues. Those who experience booking difficulties are less satisfied and nearly three times more likely to consider changing vets.
Client retention risk. In total 35% of pet owners are likely to change their vet within the next year. This likelihood is higher for 18-34-year-olds (48%) as well as urban pet owners (48%). The biggest non-cost-related driver for switching is difficulty getting appointments or long wait times (19%).
Website and reviews. A total of 83% of pet carers consider a practice’s website important for selection. A poor website is a deal-breaker for 36% of them, rising to 47% for under-35s; 88% of pet owners under 35 “always” (47%) or “often” (41%) check online reviews before choosing or switching vets.
Trust versus technology. Trust in the veterinarian is the most important factor when choosing a practice (73% ranked as first choice), followed by location (58%) and customer service (49%). Good technology (44%) is ranked as a top-three factor above 24/7 opening hours (39%) and low pricing (37%).
Owners now benchmark veterinary experiences against industries that have undergone years of digital optimisation. They expect the basics – swift booking, clear instructions, email or SMS confirmation and transparent pricing. Rather than a desire for “luxury,” this is a reflection of normalised consumer behaviour.
The belief that veterinary clients stay for life is no longer accurate. With more clinics offering similar clinical services at similar prices, differentiation now relies on which practice provides the best customer experience. When owners perceive friction with their vet, they may explore competitors.
Failure to quickly and clearly answer important questions signals unreliability to customers. Whether online through your website or in person in the clinic, pet owners often want to know:
Pet owners blend expectations from private health providers and companies like Amazon, Uber or even their banks. They expect digital ease, predictable service, and responsive communication – and they demand the same from their vets.
Although cost is the number-one reason owners may change their vets, lowest prices rank among the least important factors when choosing a new clinic. What matters more is perceived value, clarity and trust. Customers will pay for a practice they believe is competent, transparent, and easy to work with.
Digital friction reduces trust and loyalty for customers; when a pet owner struggles to book, finds the website confusing, or cannot get clear answers, they often assume the clinic is overstretched, has a chaotic environment, does not value transparency and may not provide personalised pet care. These assumptions shorten loyalty dramatically – pet owners are not just inconvenienced; they interpret friction as a sign of lower quality care.
Today’s pet owners are more likely to switch vets based on common friction points such as:
A clinic may provide excellent clinical outcomes, but if the digital experience signals “outdated” or “disorganised,” owners rarely stay long enough to appreciate the quality of care.
When a veterinary practice meets client expectations, pet owners interpret it as high-quality care – even before meeting the team. This latest research shows that the majority of today’s pet owners expect:
Beyond risking team productivity and disrupting operations, poor client experiences can reshape a clinic’s financial performance – from losing out on loyal pet owners to failing to attract new ones.
Lost clients. A third of pet owners intend to switch clinics in the next year. Clinics with more friction points will bear the brunt of this statistic, potentially leading to lost revenue.
Reduced retention and lifetime value. When a client leaves, a practice doesn’t just lose a single appointment – it loses years of preventive care, ongoing treatment, and word-of-mouth referrals, compounding the financial impact over time.
Lower new client acquisition. Modern pet carers do their research. A practice with a slow and outdated website, poor customer reviews, unclear information or confusing processes risks losing out on new clients.
Increased phone volume. Pet owners tend to call the clinic when they’re unable to self-serve or find information online, not only creating bottlenecks at the front desk but also a sub-par client experience.
Decreased efficiency. Staff spend time managing repetitive manual tasks that could be automated or simplified, leading to occupational burnout and inconsistent customer service.
These recommendations are based on the latest veterinary research, helping to reduce clinic friction, strengthen client trust and support operational efficiency.
Pet owners expect consistency. If the clinic’s website feels modern but the in-person experience is confusing and time-consuming, customer trust will begin to fade. To the same extent, a modern practice with an outdated website creates an inconsistent experience. It’s best to present one coherent brand that’s transparent, competent, organised and reassuring both online and in the clinic.
While the data reveals that pet owners are even more willing to switch vets today due to unmet expectations, the same findings highlight a substantial opportunity for clinic success.
Practices that modernise the client experience will stand out in an increasingly competitive market, helping to attract new clients, retain existing ones and build stronger long-term value.
The clinics that succeed will be those that understand the client experience is not separate from clinical excellence, and is instead a core part of it.
Creating superior digital journeys that are trustworthy, intuitive and efficient will position your practice to not only meet rising expectations, but also thrive in 2026 and beyond.