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Hunters and Shooters: Consumer Insights by the Numbers

January 07, 2016

Hunters and Shooters White Paper

According to a representative nationwide study, more than 14 million U.S. adults hunted at least once in the past 12 months and more than 10 million participated in target shooting. Together, the number of people who participate in hunting and/or shooting totals about 20 million, or 8.5% of the U.S. adult population. This Active Insights white paper provides an in-depth profile of Hunters/Shooters, including demographics, factors that influence their path to purchase, social media and mobile usage, generational differences and more.

Sample insights include:

  • Millennials are the largest generation of Hunters/Shooters (39%), but Boomers take part with the highest frequency.
  • 61% of Hunters/Shooters hunt or shoot less than once a month.
  • Millennials are trailing when it comes to gun ownership, but leading in purchases.
  • 45% of Millennial Hunters/Shooters searched for product info via mobile in the past year, and 36% made a purchase on mobile in the past year.
  • Hunters/Shooters who participate once per month or more far more likely than other Hunters/Shooters to purchase hunting, camping or fishing equipment online and spend more on hunting clothes.
  • Millennial Hunters/Shooters don't consider themselves knowledgeable and are craving content.
  • Hunters/Shooters are 24% more likely than the average consumer to spend $500+ online per year.

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