Toronto, Ont. (June 6, 2025) — Rover.com, the world’s largest online marketplace for loving pet care, uncovered new insights from pet experts and real pet parents on pet socialization trends and best practices. With summer in full swing, pet parents across Canada are heading outside with their dogs in tow–with varying degrees of confidence in their dog’s social skills and behavior.
“Socialization is one of the most important steps in raising a confident and well-adjusted dog,” said Dr. Rebecca Greenstein, Toronto-based veterinary expert and Rover Pet People Panelist. “By introducing your pet to new experiences early and continuing to do so throughout their lives, you can help them feel more at ease in various environments.”
Key trends from Rover’s research include:
- The Importance of Early Socialization: Socialization is universally regarded as essential, with 100% of pet parents agreeing that it plays a critical role in supporting a dog’s overall well-being. Many pet parents, however, express regret over missed opportunities to expose their dogs to other animals (39%), people (35%), and new environments (29%) during their formative years. Early exposure to different sounds, such as thunder or skateboards, is also a notable area of concern for 22% of respondents.
- Seasonal Shifts in Social Experiences: The warmer months open up more opportunities for pet socialization, with 92% of pet parents saying they’re more likely to bring their dogs to social settings during warmer weather. For most, this starts with simple activities—85% of dog parents take their pups for neighborhood walks, while 67% visit dog parks, and 20% opt for doggy daycare. Nearly 1 in 4 (24%) even enjoy dining at pet-friendly restaurants with their dogs. These seasonal outings provide valuable opportunities for dogs to explore new environments, engage with others, and develop their social skills.
- Challenges in Social Settings: Despite best efforts, 70% of pet parents report their dogs don’t always behave appropriately in social environments, and 81% admit they have encountered other dogs who seemed stressed or misbehaving. This gap in social skills has a tangible impact on pet parents, with 45% stating that their dog’s behaviour affects their own lifestyle and activities. Proper preparation and continued socialization are essential in addressing these challenges and promoting positive interactions for all.
“Puppies are like little sponges, they’re open to learning and emotionally flexible. They haven’t yet developed fear of new experiences and even negative moments are less likely to leave a lasting impact,” said Nicole Ellis, Certified Professional Dog Trainer and Rover Pet People Panelist. “Proper socialization is key to reducing problem behaviours and building the foundation for a happy, healthy adult dog. The effort is always worth it.”
New experiences, such as encounters with unfamiliar animals, strangers, or loud noises like fireworks, can be overwhelming for many pets. To help pets adapt and build lasting confidence, Rover emphasizes the importance of starting socialization early. Dogs go through key socialization periods, with the most critical occurring between 8-12 weeks of age. These periods, which happen before the puppy turns six months old, are the optimal time to socialize and have a lasting impact on the dog for the rest of their life. To further support pet parents, Rover shares valuable resources on sound desensitization, tips to ease anxiety, and practical tips to ensure every pet experiences a safe, stress-free summer. For additional tips from Nicole Ellis on puppy socialization, see here.
Methodology
A Rover survey of 500 Canadian pet parents, conducted in April 2025 via Pollfish.
About Rover.com
Founded in 2011 and based in Seattle, Rover.com® is the world’s largest online marketplace for loving pet care. Rover connects pet parents with pet providers who offer overnight services, including boarding and in-home pet sitting, as well as daytime services, including doggy daycare, dog walking, drop-in visits and training in select markets. To learn more about Rover, please visit www.rover.com.
For Media Inquiries, Contact:
Kyla Malcom, Talk Shop Media
rover@talkshopmedia.com
Rover Contact:
Robyn Stewart
pr@rover.com