The handgun market has many different types of consumers, each wanting to buy for different reasons and uses, according to NSSF and Southwick Associates. With high rates of representation across women, minorities and urban / city dwellers, many of these growth segments report having little knowledge of firearms and limited shooting experience. However, they report high rates of interest! Compared to current and traditional handgun owners, the new handgun consumer is frequently younger, skews female and ethnically-diverse (click here to view the infographic). With a shared passion for becoming proficient shooters and firearm owners, many of these new segments are seeking reliable firearms from reputable brands.

Southwick Associates and NSSF have published a new handgun market report, which is a supplemental report to The Consumer Segmentation Analysis on the U.S. Commercial Firearms and Accessories Report. This report examines the demographics, firearm-related activities, motivations, needs, purchase drivers and shopping habits of those who own a handgun and those looking to buy one. This is a series of consumer segmentation reports of the U.S. firearms market. “With emerging audiences wanting to purchase a firearm, it’s important to really understand why they want to own a firearm and the specific features they look for in a handgun. The insights from this report will help manufacturers and retailers improve their strategic and tactical marketing decisions,” commented Rob Southwick, President of Southwick Associates.

“Handgun Consumers: An In-depth Exploration” is now available from Southwick Associates and is designed to accompany the comprehensive firearms consumer segmentation report that is also currently available. Custom segmentation research is also available based on the proprietary database containing responses from more than 100,000 detailed consumer surveys.

For more information, pricing and a list of the report’s contents, click here. To purchase the report, contact Lee Davis-Clark. To inquire about custom insights, contact Nancy Bacon.

More information on the Southwick Associates – NSSF consumer segmentation project is available here.