In an extensive and
first-ever look at the nation’s handgun buyers and owners, a joint
gun industry study reveals just how diverse is this rather large
segment of the firearms community.
The report was
compiled by the National Shooting Sports Foundation - the marketing
and lobbying group representing the firearms industry – and
Fernandina Beach, Florida-based Southwick Associates. Southwick was
established 25 years ago and is in its own words “a market research
and economics firm, specializing in the hunting, shooting, fishing,
and outdoors recreation markets.”
Its data is eagerly
sought by manufacturers and sellers of these products which are
willing to spend thousands of dollars for Southwick’s exhaustive
and in-depth research. A full course of this particular study on
handgun buying habits will cost a non-Shooting Sports Foundation
member $3,500, for example.
All of which is
important because the report’s research says that more than 24
million Americans think they will buy their first firearm within the
next five years.
In the latest take
on handgun buying and usage the joint project categorized pistol and
revolver affectionatos into eight subset categories, utilizing
descriptive terminology for several of them: Hunter, Collector,
Social Shooter, Skills Builder, Urban Recruit, Protector, Guardian
Gary, and Debbie Defense.
And though those
last three segments would appear at first blush to be one and the
same, Southwick and the Sports Foundation breaks them down even
further.
As for the segments’
population profiles, the report says that “Hunters” make up 11
percent of the market and buy handguns for – obviously – hunting.
This segment also is typically older and is more rural oriented and
is not “concerned about concealability” but still “seeks
quality while remaining price sensitive,” the report says.
“Collectors,”
says the report, makes up a rather small segment at eight percent and
is mostly male who are slightly older and wealthier than other
handgun buyers. Interestingly enough, collectors may not actually be
zoned in on rare or antique weapons but seek to own different types
of handguns though “price and versatility are not a concern,” the
report notes.
The “Social
Shooter” likewise makes up eight percent of the market. Here, the
shooter remains largely rural though is more diverse and is
interested in firearms “as a way to spend time with friends.” The
price of a handgun is an important concern here, the report states,
as is versatility. Still, a Social Shooters typically does spend a
whopping 40 percent more on a firearm than does a Hunter. And next to
the Hunter, the Social Shooter likewise will check out long-guns as
possible purchases.
As for the “Skills
Shooter,” the report takes note that this group comprises 12
percent of the handgun buying market. Here, the members are more
likely to be suburban with “modest incomes.” Members do not
consider themselves to be “outdoorsy,” but are the youngest of
all the eight segment memberships. Importantly for firearms makers,
sellers and marketers, this segment has a high rate of both females
and minorities, they do not own many firearms of any kind, and desire
both concealability and low weight in a handgun: a reflection of this
segment member’s “interest in personal protection,” the report
says.
Perhaps where market
growth is the most challenging due to more stringent gun control laws
often found in cities and suburbs is the “Urban Recruit” segment,
which makes up only four percent of the market. However, this subset
does have the highest percentage of minorities – 25 percent.
Members of the Urban Recruit handgun buying branch have generally
lower incomes though they are more price conscious and demand
versatility. They do not engage in much target practice but do have a
high rate of military or law enforcement service.
Then there is the
“Protector” segment, the largest subset at 26 percent. The
members of this group are often family oriented, are a professional
with an above average income level. They don’t identify as being
“outdoorsy” but do align themselves as protective of their
families and home. They also tend to have done a considerable amount
of research into what they want to buy and go armed with that
knowledge when they visit a retailer, the report states.
As for “Guardian
Gary,” this is also a specialized group even though it represents
15 percent of the market. It is, however, a strictly male-dominated
subset, slightly older, self-defined as being tech-savvy, analytical,
and “old fashioned.” Home protection is more important than
worrying about outside the home protection. Guardian Gary has no
interest in recreational shooting. Perhaps surprisingly Guardian
Garys spend 17 percent more than do Collectors.
Lastly, is “Debbie
Defense,” and as the segment name implies, is entirely female. This
segment stands at 15 percent with its members being both young and
ethnically diverse. She enjoys the outdoors, too. And importantly for
handgun makers looking to tap into this market, Debbie Defense
members insist in a handgun’s concealability and lightweight.
However, she is not set on any specific product feature nor is brand
loyal; in fact, 46 percent of those surveyed said brand recognition
was unimportant to them. Like her Guardian Gary counterpart, Debbie
Defense has no interest in recreational shooting.
Other data collected
in this huge survey effort indicates that the Hunter, the Urban
Recruit, and Guardian Gary are most likely to make a purchase at an
outdoors specialty store while Debbie Defense is more prone to visit
a general sporting goods store. Social Shooters, Collectors, and
Skills Builders are more likely to turn to the Internet. No mention
is made on where the Protector segment generally shops.
- Jeffrey L. Frischkorn
JFrischk@Ameritech.net
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