The ‘Average Angler’ doesn’t exist. People are drawn to sportfishing for a variety of reasons, many of which include escape, social engagement, challenge, and relaxation. For state agencies, angler organizations and industry, the ability to recognize the unique angler personas and also tap into their motivations directly correlates to more effective marketing and communication efforts, driving increased sales and greater participation.
Newsletters
Females, Younger Audiences Driving the 2020 Sales Surge
Outdoor recreation has been one of the safest ways to escape COVID-19’s related restrictions and shut-downs. While we know fishing and hunting participation has increased, there has been a distinct lack of empirical evidence explaining the types of people driving 2020’s “COVID-surge” in license sales. The mid-year national/regional license sales dashboard provides initial insights into license sales and buyers.
Angler Consumer Segmentation
Anglers are not all the same. Business growth depends on understanding customers’ evolving and diverse needs, and how customers’ needs differ. With support from the American Sportfishing Association (ASA), Southwick Associates has…
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24 Million People Want to Buy Their First Firearm. Who Are They?
In our Fall 2019 newsletter, we introduced a new study completed by Southwick Associates for the National Shooting Sports Foundation that describes the eight segments that comprise the 24 million Americans interested in buying their first firearm. With these results, companies and the industry’s marketing programs can enhance their customer recruitment efforts. In this issue, we provide greater insights into these potential new firearm owners.
Top Fishing, Hunting and Target Shooting Brands for 2019
Anglers, hunters and recreational shooters continue to spend billions of dollars for equipment each year, but what are the brands they are purchasing the most? Southwick Associates surveyed more than 9,000 anglers and 20,000 shooting sports enthusiasts in 2019 through our online outdoor consumer panels to identify the top brands in the market. The most frequently purchased brands for selected products in 2019 include:
Covid-19: What Do the Restrictions Mean for Hunting, Target Shooting and Fishing Businesses?
The shooting sports and sportfishing industries plus conservation funding may not suffer as much as other economic sectors from the Covid-19 restrictions now in place across the nation. As seen in past times of uncertainty, participation and sales frequently increase. What’s happening now?
Reaching Hunters and Anglers via Outdoor Media
Every quarter, Southwick Associates checks where America’s anglers and hunters go for their outdoor information and entertainment. The results are used by companies to help plan their marketing and communication…
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What Does the Covid-19 Restrictions Mean for Conservation Funding?
Conservation stands to gain from the Covid-19 restrictions now in place across the nation. As seen in past times of uncertainty, license sales and Federal Aid in Sport Fish and Wildlife Restoration excise tax collections increase. What’s happening now?
Understanding the U.S. Firearms Consumer
Business growth depends on understanding consumers’ evolving needs and why they would choose one product over another. Not all firearms owners are the same, and each has their own motivation to own a firearm.
Market Reports Now Available from Southwick Associates
Consumer spending in both the sportfishing tackle market and the hunting and shooting equipment market grew in 2018, with sportfishing tackle posting a 12% gain and hunting and shooting equipment posting an 11% gain over 2017. Although fishing participation was relatively flat in 2018, consumers spent more on fishing equipment overall.