A study conducted by Southwick Associates for the National Shooting Sports Foundation (NSSF) presents Hispanics’, Asians’ and African Americans’ motivations for, and interests in, recreational shooting, especially for those under the age of 35. This may be a big growth opportunity for the industry, considering that these communities are expected to comprise the majority of the U.S. population by mid-century. People under the age of 35 are almost twice as likely than people above the age of 50 to have a strong interest in target shooting. However, they are looking to feel welcome before visiting a range.

The major barriers for minorities in getting involved in recreational shooting are not knowing where to shoot, not having the right equipment, not feeling welcome and having no one to shoot with. However, the significance of these barriers varies by age and gender. For example, young people under age 25 are most likely not to know where to shoot.  For many, new shooters are hindered by the lack of an appropriate firearm, operational knowledge, and even visiting a shooting range is viewed as inconvenient for them given the distance many must travel, based on their location.

To help local retailers and others recruit these audiences, the NSSF’s study identified the messaging, approaches and communication channels that would encourage them to try the shooting sports. The report, Target Shooting Interest and Preferences among Multi-Cultural Communities, is available free of charge to NSSF members by logging in to the member portal and clicking “Store” then “Research.”