Consumer Segmentation and Purchase Journey of U.S. Firearm Owners

U.S. firearms consumers are diverse. To help businesses understand the distinct segments, or personas, that make up the U.S. firearms and accessories market, Southwick Associates has released two reports.Together, these reports detail each persona and their purchase journey from being aware they wanted to purchase a firearm to the post-purchase experience. The study covers all U.S. firearm buyers from 2015 through 2020, with a special survey conducted in 2021 to ensure the “COVID bump” consumer is represented. These reports update a landmark segmentation study released by the National Shooting Sports Foundation (NSSF) and Southwick Associates in 2016.

Phase I Detailed Report – Firearm Consumer Personas:

Phase I describes the types of firearm and non-firearm activities engaged in by each persona, their demographics, the firearms they typically purchase, their motivations for purchasing, and much more. The 36-page technical report is available at no cost to NSSF members only from the NSSF store.

Phase II Detailed Report – Overview and Purchase Journey:

Explore the easy-to-read, graphics-based 120-page report that builds on the Phase I persona research by explaining the consumer process, or journey, from first becoming aware of their need for a firearm all the way through their post-purchase experience. For each of the five personas, we detail demographics, self-descriptors, motivations, sources that build an interest in firearms, how consumers investigate what firearm to purchase, where they decide to purchase their firearm from, important considerations for products, their post-purchase experience, and more. Use this data to better connect with your customer and serve each unique segment.


The new consumer segmentation and purchases report is available for purchase from Southwick Associates. To purchase a report, contact Nancy Bacon at Nancy@southwickassociates.com.

Custom Research:

Every company is different. Let us provide you with segmentation insights focused specifically on your products and customers. Contact Nancy Bacon, Vice President at Southwick Associates, to discuss how custom consumer segmentation insights can help improve your company’s product lines, services, sales, and communications. NSSF members receive a discount on Southwick Associates’ custom research services.

 

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