Camouflage Covers Most Hunter Purchases
Posted 02 May 14:31 by donna@southwickassociates.com
For Immediate Release: February 2, 2012
Contact: Donna@southwickassociates.com
FERNANDINA BEACH, Fla. — From clothing and firearms to wallets, flashlights and even furniture, hunter-styled camouflage has become an essential feature of the products hunters buy for use in the field and at home. Asked by HunterSurvey.com and ShooterSurvey.com what percentage of their hunting equipment purchases were in camouflage patterns, less than six percent of respondents said none. That means a whopping 94 percent of the sportsmen surveyed purchased at least one camouflage item in 2011.
As such, it is no surprise that the second most deciding factor is brand loyalty itself, which was the second most selected factor on HunterSurvey.com (56 percent) and AnglerSurvey.com (57 percent). In breaking down the larger numbers, 18 percent of sportsmen said between 71 to 80 percent of the items they bought were in camouflage, 11 percent said between 81 and 90 percent were camo and 15 percent said at least half of their purchases were camo. Just over 7 percent reported everything they purchased for hunting had some camouflage on it.
This just goes to show how sporting consumers identify with the look and perceived benefits of camouflage products. Since its initial development in the 1980s, camouflage can be found on virtually every product a hunter wishes to own,” says Rob Southwick, president of Southwick Associates, which designs and conducts the surveys at HunterSurvey.com and ShooterSurvey.com.
While the survey did not question the motivations behind purchasing camouflage-covered equipment, likely reasons include the concealment benefits of camouflage products while in the field and the prevalence of hunting products on store shelves in camouflage. Many sportsmen also identify with and prefer the look of camouflage on items, which help them announce to others that they are proud sportsmen. “Wearing or displaying camo is a lifestyle choice, announcing to others they are a proud hunter or closely associate with the hunting lifestyle,” reports Rob Southwick.
Interestingly, professional endorsements by sporting and other celebrities were only chosen by 9 percent of sportsmen as having an impact in their purchase of a particular brand. To help continually improve, protect and advance the shooting sports and outdoor recreation, all sportsmen and sportswomen are encouraged to participate in the surveys at HunterSurvey.com and ShooterSurvey.com. Each month, participants who complete the survey are entered into a drawing for one of five $100 gift certificates to the sporting goods retailer of their choice.
About AnglerSurvey.com, HunterSurvey.com and ShooterSurvey.com: Launched in 2006, AnglerSurvey.com, ShooterSurvey.com and HunterSurvey.com help the outdoor equipment industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data collected from the complete survey results and available to government agencies, businesses, the media and other interested parties. Results are scientifically analyzed to reflect the attitudes and habits of anglers and hunters across the United States. Find them on Facebook at http://facebook.com/huntersurvey <http://facebook.com/huntersurvey> and http://facebook.com/anglersurvey <http://facebook.com/anglersurvey>.
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Top Hunting and Shooting Equipment Brands from 2011
Posted 30 Mar 17:29 by donna@southwickassociates.com
FERNANDINA BEACH, Fla. — Southwick Associates has announced the brands hunters and shooters purchased most frequently in 2011. This list has been compiled from the 41,923 internet-based surveys completed by hunters and target shooters who volunteered to participate last year in HunterSurvey.com and ShooterSurvey.com polls. In 2011, top brands included:
Top shotgun brand: Remington (24.6% of all purchases)
Top muzzleloader brand: CVA (37.2% of all purchases)
Top rifle brand: Remington (16% of all purchases)
Top handgun brand: Sturm, Ruger (17.1% of all purchases)
Top scope for firearms: Bushnell (16.7% of all purchases)
Top rifle ammunition brand: Remington (25.5% of all purchases)
Top shotgun ammunition brand: Winchester (32.1% of all purchases)
Top handgun ammunition brand: Winchester (20.7% of all purchases)
Top blackpowder brand: Pyrodex (47.9% of all purchases)
Top balls, bullets, or shot brand: Hornady (31% of all purchases)
Top arrow brand: Carbon Express (39.6% of all purchases)
Top fletching brand: Blazer (23.6% of all purchases)
Top broadhead brand: Rage (28.7% of all purchases)
Top archery target brand: The Block (14.1% of all purchases)
Top decoy brand: Mojo (16.5% of all purchases)
Top game call brand: Primos (28.7% of all purchases)
Top reloading bullet brand: Hornady (33% of all purchases)
Top reloading powder brand: Hodgdon (36.7% of all purchases)
Top binocular brand: Bushnell (31.3% of all purchases)
Top holster brand: Blackhawk (15.1% of all purchases)
Top knife brand: Buck (19.1% of all purchases)
Top cover scent brand: Wildlife Research Center (25.7% of all purchases)
Top shooting target brand: Shoot-N-C (29.5% of all purchases)
Top clay brand: White Flyer (42.4% of all purchases)
The marketing data presented here is a summary of a 239-page report that details consumer behavior including what products and brands are purchased, where they are bought, how much customers spend, and demographics of hunters and shooters broken out by each product category. Current information about what gear and brands hunters and shooters prefer, how many days they spend afield and what type of hunting and shooting they enjoy most is vital to businesses trying to build their customer base.
You can stay abreast of consumer buying patterns and overall market trends by purchasing an annual subscription to Southwick Associates’ monthly HunterSurvey.com, ShooterSurvey.com and TargetShootingSurvey.com reports. Reports are available for specific product categories including firearms, ammunition, blackpowder, bowhunting and archery equipment, decoys, game calls, apparel, optics and more. To purchase a report or subscription, contact John DePalma at jdepalma@brandintelligent.com.
About AnglerSurvey.com and HunterSurvey.com
Launched in 2006, AnglerSurvey.com, ShooterSurvey.com and HunterSurvey.com is a non-scientific survey designed to help the outdoor industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data collected from the complete survey results and available to government agencies, businesses, the media and other interested parties. Results are scientifically weighted to best reflect the attitudes and habits of anglers and hunters across the United States.
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Sportsmen Purchases Remain Steady
Posted 17 Oct 18:50 by donna@southwickassociates.com
FERNANDINA BEACH, Fla. — A look at the buying habits of sportsmen in 2011 compared to the previous year reveals purchases of hunting and fishing equipment have remained steady in the current year, and in fact, even slightly improved.
In the most recent survey at HunterSurvey.com, participants were asked if they were buying more, less or the same amount of hunting equipment so far this year compared to 2010. Those responding they were buying more accounted for 24.7 percent of the responses, a 4.9 percent increase over the previous year. Meanwhile those purchasing the same amount dropped one point to 39 percent as those reporting they were buying less dropped 3.1 percent.
Asked the same question except as it relates to the purchase of fishing equipment, AnglerSurvey.com respondents saying they were buying more jumped a statistically insignificant 1.5 percent from 16.2 to 17.7 percent. Those buying the same increased 4.4 percent, while those indicating they had bought less dropped 3.6.
“While everyone in the hunting and fishing industry would love to see the ‘buying more’ responses make a significant jump, at least some of the fears of a so-called double dip recession, at least where these markets are concerned, does not appear to be on its way. Sportsmen are pretty much buying the same amount of gear,” said Rob Southwick, president of Southwick Associates, which designs and conducts the surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com.
To help continually improve, protect and advance the shooting sports and outdoor recreation, all sportsmen and sportswomen are encouraged to participate in the surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com. Each month, participants who complete the survey are entered into a drawing for one of five $100 gift certificates to the sporting goods retailer of their choice.
About AnglerSurvey.com, HunterSurvey.com and ShooterSurvey.com:
Launched in 2006, AnglerSurvey.com, ShooterSurvey.com and HunterSurvey.com help the outdoor equipment industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data collected from the complete survey results and available to government agencies, businesses, the media and other interested parties. Results are scientifically analyzed to reflect the attitudes and habits of anglers and hunters across the United States. Find them on Facebook at http://facebook.com/huntersurvey <http://facebook.com/huntersurvey> and http://facebook.com/anglersurvey <http://facebook.com/anglersurvey>.
Shooting Ranges, Clubs May Be Missing Opportunities with Majority of Enthusiasts
Posted 19 Sep 13:49 by donna@southwickassociates.com
For Immediate Release: September 19, 2011
Contact: Donna@southwickassociates.com
FERNANDINA BEACH, Fla. — A recent survey of nearly 3,500 shooting enthusiasts conducted on ShooterSurvey.com discovered only 26 percent of respondents claim membership at a shooting range or sporting clays club. With nearly three out of four shooters not associated with these private ranges or clubs, the survey also explored the reasons for not joining.
Top reasons included:
• 37% said they are not interested or have no need to join
• 27% said it is too expensive
• 25.1 % said they have another nearby range that is open to the public or free of cost
• 18.3 % said the nearest range or club is too far
• 15.7 % did not identify a specific reason only citing “other”
• 4.8 % said nearby ranges or clubs did not offer the type of shooting that interests them
• 3.9 % said they do not feel welcome there.
“With more than 19 million recreational shooters in the United States, these numbers show there is a huge segment of enthusiasts that could be brought into the fold by tailoring programs and resources that might overcome their reasons for not being a member of a range or shooting club,” said Rob Southwick, president of Southwick Associates, which designs and conducts the surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com. “Private clubs can offer shooters a great chance to improve their skills and increase their opportunities to enjoy a variety of shooting activities.”
Of those shooters who are members of a range or sporting clays club, ShooterSurvey.com explored what those people would like to see improved or offered at their shooting range. Top responses included:
• 29% want more shooting benches or target stations
• 24.2% want more competitions
• 14.3% want more shooting benches or equipment that better fit women and youth
• 13.9% want more/cleaner restrooms
• 13.1% want improved food/beverage options.
Of those surveyed, 36.2 percent didn’t want anything changed at their range or club as they are happy with it the way it is and 3.1 percent actually want fewer competitions held.
To help continually improve, protect and advance the shooting sports and outdoor recreation, all sportsmen and sportswomen are encouraged to participate in the surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com. Each month, participants who complete the survey are entered into a drawing for one of five $100 gift certificates to the sporting goods retailer of their choice.
About AnglerSurvey.com, HunterSurvey.com and ShooterSurvey.com: Launched in 2006, AnglerSurvey.com, ShooterSurvey.com and HunterSurvey.com help the outdoor equipment industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data collected from the complete survey results and available to government agencies, businesses, the media and other interested parties. Results are scientifically analyzed to reflect the attitudes and habits of anglers and hunters across the United States. Find them on Facebook at http://facebook.com/huntersurvey <http://facebook.com/huntersurvey> and http://facebook.com/anglersurvey <http://facebook.com/anglersurvey> .
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Hunters, Anglers Share Traditions with Youth
Posted 01 Sep 15:25 by donna@southwickassociates.com
FERNANDINA BEACH, Fla. — In recent surveys conducted on HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com, responses revealed sportsman overwhelmingly take the time to introduce kids to the joys of hunting and fishing. Asked if in the past 12 months they had taken a child hunting or fishing, just over 45 percent of hunters said they had taken a son, daughter, nephew, niece or other young person hunting, while a whopping 61 percent of fishermen said they had taken a child fishing.
While the relation of the child to the angler would be assumed to most often be a son or a daughter that is the case only half of the time. The survey revealed 30 percent were nephews, nieces or another young relative; 15 percent were an unrelated child and 4 percent was as part of an outing with a Boy Scout troop, church group or other youth organization.
Where hunting was concerned, the relation of the child to the hunter was a son or a daughter 54 percent of the time. The survey revealed 29 percent were nephews, nieces or another young relative; 14 percent were an unrelated child and 4 percent were as part of an outing with a Boy Scout troop, church group or other youth organization.
“These numbers certainly boost the future of hunting, fishing and conservation as more young people are introduced to and learn the joys of these sports,” said Rob Southwick, president of Southwick Associates, which designs and conducts the surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com. “While every child taken hunting or fishing may not continue doing so as an adult, it’s expected a good number of them will.”
To help continually improve, protect and advance this treasured way of life, all anglers are encouraged to participate in the surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com. Each month, participants who complete the survey are entered into a drawing for one of five $100 gift certificates to the sporting goods retailer of their choice.
About AnglerSurvey.com and HunterSurvey.com: Launched in 2006, AnglerSurvey.com, ShooterSurvey.com and HunterSurvey.com help the outdoor equipment industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data collected from the complete survey results and available to government agencies, businesses, the media and other interested parties. Results are scientifically analyzed to reflect the attitudes and habits of anglers and hunters across the United States. Find them on Facebook at http://facebook.com/huntersurvey <http://facebook.com/huntersurvey> and http://facebook.com/anglersurvey <http://facebook.com/anglersurvey>.
More Hunters, Shooters Are Members of NRA Than Any Other Sporting Organization
Posted 01 Jul 00:27 by donna@southwickassociates.com
For Immediate Release: July 1, 2011
Contact: Donna@southwickassociates.com
FERNANDINA BEACH, Fla. — Concerns over increasingly confusing and restrictive gun laws along with the common bond firearms create among shooters and hunters across the entire spectrum of outdoor sports appears to be a driving force in why so many people are members of the National Rifle Association (NRA). In a recent survey conducted as part of Southwick Associate’s monthly Hunter Survey, more active hunters and shooters claim membership in the NRA than any other organization.
The organization that received the next highest nod was the North American Hunting Club, while the dedicated conservation organization that received the next highest membership claim was Ducks Unlimited. The National Wild Turkey Federation and Rocky Mountain Elk Foundation were next, respectively. The survey findings basically mirror each group’s actual reported membership with the NRA claiming as many as 4.3 million members, while the NAHC has more than 850,000 and Ducks Unlimited close to 780,000.
”Involvement and unity has been the silver lining to all the political and conservation issues faced by hunters and shooters. No other recreational group can claim to be as organized and effective as sportsmen and women in defending their freedoms and rights,” said Rob Southwick, president of Southwick Associates, which designs and conducts the surveys at HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com.
Southwick also pointed out that it is impressive to see so many people maintaining their membership across such a broad array of conservation groups, particularly given these tough economic times.
To help the sportsmen’s community continually improve, defend and advance this treasured way of life, hunters and shooters are encouraged to participate in the surveys conducted on HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com. Each month, participants who complete the survey are entered into a drawing for one of five $100 gift certificates to the sporting goods retailer of their choice.
About AnglerSurvey.com and HunterSurvey.com: Launched in 2006, AnglerSurvey.com and HunterSurvey.com help the outdoor equipment industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. The information above represents only a small sample of the vast amount of data collected from the complete survey results and available to government agencies, businesses, the media and other interested parties. Results are scientifically analyzed to reflect the attitudes and habits of anglers and hunters across the United States. Find them on Facebook at http://facebook.com/huntersurvey and http://facebook.com/anglersurvey.
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Most Comprehensive Information of Outdoor Media Usage Ever Available through Southwick Associates Media Monitor
Posted 16 Jun 16:24 by donna@southwickassociates.com
For Immediate Release: June 16, 2011
Contact: Donna@southwickassociates.com, Courtney@c2csalesandmarketing.com, (303) 955-2194
FERNANDINA BEACH, Fla. — The new Southwick Associate’s Media Monitor (SAMM) promises to become the same valuable tool for outdoor publishers, television producers and ad buyers, as Southwick’s other reports have been for leading outdoor industries, organizations and game and fish agencies. For years, Southwick Associates’ monthly Hunter Survey, Shooter Survey and Angler Survey reports have set the benchmark for reliable data used by nonprofit organizations and outdoor product manufacturers to understand the participation and purchasing decisions of consumers and constituents. The type of information available in these reports is critical to leaders looking to grow their markets and improve their programs and profitability. Outdoor media outlets, as well as ad buyers looking for the best mediums through which to sell their message, can get that same detailed information through the SAMM, which is now available.
SAMM presents the results of an online panel that tracks hunter, shooter and angler media consumption particularly in the areas of outdoor magazines, television and internet (websites and social media). The ultimate goal of the report is to measure the type and amount of media usage among sportsmen and match their purchasing preferences to specific media programs and titles. Never before has this information been available.
“This data is invaluable to outdoor television show producers, print and online publishers and ad buyers who want or need to better understand where outdoor enthusiasts obtain most of their information and how it affects their purchasing decisions,” says Rob Southwick, president of Southwick Associates.
Information will be available for hunters, anglers and shooters separately. A sampling of the types of information available in each standard report includes:
• The types of media sources (television, magazines and online) used by sportsmen for outdoor information or entertainment,
• Relevant ratings for national and regional fishing, hunting and shooting-related magazines, television shows, websites and social media sites, and
In addition to the standard reports, customized reports can be provided to help companies:
• Track media usage by consumers of its brand vs. competing brands,
• Understand the purchasing habits and demographics for different types of outdoor media users (television vs. magazines vs. online users, by species, by preferred types of hunting, fishing or shooting, etc), and
• Profile the demographics and outdoor habits for nearly every outdoor television program.
Southwick Associates can work with individual publishers and editors, producers, network executives, research departments and others to develop customized reports that best fit their company’s needs. Through SAMM and its extensive outdoor informational databases, Southwick Associates can help specify a particular media outlet’s demographics, types of activities enjoyed by their viewers or readers, types of equipment, brand names and price points of related products purchased and even stores and websites where these purchases most often take place.
SAMM is now available and will be produced quarterly with an annual summary at the end of each year. For pricing or more information on purchasing SAMM report, contact Mr. Courtney Olson at courtney@c2csalesandmarketing.com or (303) 955-2194.
About Southwick Associates: Southwick Associates was founded in 1989 to serve the fish and wildlife management community, as well as the sportfishing and hunting industries. We specialize in economic and business statistics related to fish and wildlife. Our expertise includes measuring retail expenditures by anglers, hunters, wildlife viewers and other outdoor recreationists; quantifying the jobs, tax revenues and other economic impacts of outdoor recreation; tracking trends within outdoor industries as well as identifying major distribution channels and the overall structure of specific outdoor-related industries; and analyzing the value of fish and wildlife resources and their uses including land transactions, new business ventures, fish kills and more. Participate in our panels at AnglerSurvey.com , HunterSurvey.com, and ShooterSurvey.com or visit our website at Southwick Associates.com.
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