From Southwick Associates:
FERNANDINA BEACH, Fla. – A new survey conducted by Southwick Associates on what influences hunters’ and anglers’ purchases sheds light on how manufacturers in the hunting and fishing industry might best market to their consumers.
For hunters, “personal experience” was the highest factor at 73.3 percent with 72.1 percent of anglers concurring.
Also high on the list for hunters at 55.7 percent was “brand loyalty” with 55.8 percent of anglers favoring “brand loyalty” as well.
Other highly influential factors for anglers included recommendations by “another experienced angler” at 48.4 percent, “friends recommendations” at 39.9 percent and “magazine advertisement or feature article” at 19.4 percent.
Hunters were influenced highly by “another experienced hunter” at 45.5 percent, “friends recommendations” at 44.8 percent, and “internet articles” at 21.5 percent.
“The survey revealed some valuable information as to how hunting and fishing manufacturers may want to advertise to consumers,” said Rob Southwick, president of Southwick Associates, which designs and conducts surveys such as HunterSurvey.com, ShooterSurvey.com, and AnglerSurvey.com. “It appears that consumers are compelled highly by their loyalty to a brand, personal experience, and input from other friends who hunt or fish.“
Hunters also placed high priority on “store sales people” and “expo or outdoors shows” at 11.0 percent and 12.3 percent respectively. Anglers also favored these two influences at 12.7 percent and 12.9 percent each.
“Celebrities” influencing anglers and hunters were far less of a factor at only .3 percent for anglers and .7 percent for hunters. Trending a bit higher were “professional endorsements” at 9.5 percent for anglers and 6.8 percent for hunters.
The data was built on 2121 anglers responding and 4062 hunters respectively. For more information on a subscription to the survey trends reports, contact [email protected]
About AnglerSurvey.com, HunterSurvey.com and ShooterSurvey.com:
Launched in 2006, AnglerSurvey.com, HunterSurvey.com and ShooterSurvey.com help the outdoor equipment industry, government fisheries and wildlife officials and conservation organizations track consumer activities and expenditure trends. Survey results are scientifically analyzed to reflect the attitudes and habits of anglers and hunters across the United States. Follow them on Facebook at http://facebook.com/huntersurvey and http://facebook.com/anglersurvey or on Twitter at https://twitter.com/#!/AnglerSurvey and https://twitter.com/#!/HunterSurvey.
About Southwick Associates: Southwick Associates was founded in 1989, serving state fish and wildlife agencies, sportfishing and hunting industries, and non-profits. We specialize in economic and business statistics related to fish, wildlife and outdoor recreation. Our expertise includes measuring retail expenditures by anglers, hunters, wildlife viewers and other outdoor recreationists; quantifying the jobs, tax revenues and other economic impacts of outdoor recreation; tracking trends within outdoor industries; identifying major distribution channels and the overall structure of specific outdoor-related industries; and analyzing the value of fish and wildlife resources and their uses including land transactions, new business ventures, fish kills and more. Visit us at www.southwickassociates.com.
