Consumers purchase products to satisfy an internal need or desire. Marketing toward consumers core needs and desires will produce better results versus targeting groups based on demographic or use characteristics. For example, women do not buy or not buy firearms because they are female. They purchase based on a range of needs such as security or as a means to have fun or spend time at a range with family and friends. This National Shooting Sports Foundation (NSSF) study presents the five segments – each with unique motivations and personas – that comprise the U.S. consumer firearms market as of 2020 and updates a similar groundbreaking effort originally released by the NSSF in 2016. Top-level descriptions include:
The Five Motivations-Based Firearm Owner Segments
|Percent||Primary Reasons to Purchase|
|Family Guardian||28%||Sense of security, Proficient skills, Confidence/empowerment|
|Skills Builder||17%||Proficient skills, Fun/relaxation|
|The Hunter||18%||Provide own food, Fun/relaxation, Challenge|
|Urban Defender||14%||Wants a sense of security away from home and at-home|
|Prepared for the Worst||23%||To be ready in case of trouble, Proficient skills|
These updated personas are based on a survey of more than 1,100 U.S. firearm owners who purchased a firearm in 2020. Combined with the latest in statistical segmentation techniques, the results provide insights needed to help businesses truly target and connect with firearms consumers by speaking to their core needs and desires.
This report is to NSSF members from the NSSF store. In June 2022, additional detailed insights regarding each persona’s product preferences, the shopping journey, and information sources/touchpoints will be available.
A similar segmentation report is available for sportfishing. Click here.