Smart marketing recognizes people’s motivations to hunt and target shoot vary. To improve marketing efforts, this report presents the unique segments, or personas, describing U.S. hunters and target shooters. A survey was conducted in late 2023 of 2,076 hunters and 2,121 target shooters who participated at least once in the past three years. The purpose was to identify their motivations when they first hunted and went target shooting and how these may have changed, if at all, over time. Using advanced statistical techniques, four personas describing U.S. hunters and six describing U.S. target shooters were identified. In addition, an average persona is provided for both hunters and target shooters. The average personas are for comparison purposes only. The results describe why people hunt and shoot, not why they purchase firearms or other products as shared in previous Southwick Associates’ personas research.

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• Publication Date June 27, 2024
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