Camouflage Covers Most Hunter Purchases

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 https://facebook.com/huntersurvey <https://facebook.com/huntersurvey> and https://facebook.com/anglersurvey <https://facebook.com/anglersurvey>.

 

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