Southwick Associates Releases New Firearms Consumer Segmentation Report

U.S. firearms consumers come in many forms. To help businesses understand the distinct segments, or personas, that make up the U.S. firearms and accessories market, Southwick Associates has released a new report defining these personas. This report builds on recent persona research by explaining the process, or journey, consumers go through when first becoming aware of their need for a firearm all the way through their post-purchase experience.

“Selling to all firearms and accessories consumers using one-size-fits-all messaging and product design will minimize marketing success,” says Nancy Bacon, vice president at Southwick Associates. “Consumers’ motivations, and therefore their shopping and product preferences, vary widely, from recreational to self-defense, to hunting and competitive shooting. Our new report defines each distinct firearm consumer segment and explains how to best connect with and serve each of these unique personas.”

The new 120-page report, presented in an easy-to-read graphics-based format, is available now. The study covers all U.S. firearm buyers from 2015 through 2020, with a special survey conducted in 2021 to ensure the “COVID bump” consumer is represented. Consumers are segmented based on their motivations to own a firearm. For each of the five personas (Skills Builder, Hunter, Family Guardian, Urban Defender, and Prepared for the Worst), the report describes their demographics, how they describe themselves, motivations for purchasing, details of each phase along their purchase journey (Awareness, Research, Purchase, Post-Purchase), products purchased, and much more.

“There are many differences between firearm owners, so it’s important for companies to not treat every customer the same,” Bacon says. “For example, in the Awareness Phase, the Urban Defender is more likely to build interest in purchasing a firearm through sales or promotions while the Family Guardian is more likely to build interest through social media. Similarly, brand reputation is important to the Skills Builder throughout the purchase journey, whereas the Urban Defender is less likely to consider brand reputation in their purchase journey.”

The new consumer segmentation and purchases report is available for $3,500. To purchase a report, contact Lee Davis-Clark (Lee@southwickassociates.com) or Nancy Bacon (Nancy@southwickassociates.com). Custom research into specific market niches is also available, as are reports identifying top brands, sales by retail channel, market size, and more.

Southwick Associates is a market research and economics firm specializing in the hunting, shooting, sportfishing and outdoor recreation markets. For more than 30 years, Southwick Associates has established a proven reputation for delivering comprehensive insights and statistics assisting business and strategic decisions across the entire outdoor industry—from government agencies, industry associations, and non-profit organizations to affiliated businesses and manufacturers. In addition to custom market research, Southwick Associates also provides syndicated participation, media consumption, and equipment-purchase tracking studies utilizing their proprietary sportsmen panels. (southwickassociates.com)