For years, marketers and R3 practitioners referred to the five “stages” or “phases” that hunters evolve through in their lifetimes in the activity. However, these phases are based on a single qualitative study published 38 years ago (Jackson et al, 1984) that focused on just Wisconsin duck hunters. Considering the significant cultural, participatory, and communications shifts since 1984, and that women and other demographics are critical components of the hunting community, there was a strong need to update research on this important topic. This report examines the motivations of today’s hunters as well as target shooters and how these might change throughout their lifetimes using quantitative research methods.
Approximately 4,200 U.S. hunters and target shooters were surveyed nationally regarding their current and previous motivations for participating in hunting and/or target shooting. Using the latest statistical techniques, respondents were separated into distinct segments, referred to as personas, based on their shared motivations to hunt and shoot. The survey also explored motivations when they first began and how these might have changed, which yielded a critical insight:
• Do not assume that hunters and target shooters’ motivations follow any type of prescribed evolutionary path as they age. It is not that simple. Many different reasons motivate people to start hunting and shooting. Then, motivations to participate evolve in different directions and at different paces for many while others’ motivations remain static.

Details are presented within.

Produced by Southwick Associates in partnership with the Western Association of Fish & Wildlife Agencies

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• Publication Date March 22, 2024
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