Report Finds 73 Million People Eager To Try Shooting

by
posted on May 27, 2025
** When you buy products through the links on our site, we may earn a commission that supports NRA's mission to protect, preserve and defend the Second Amendment. **
New OSCF Research Identifies Millions Of Aspiring Target Shooters

Research released on March 31 by the Outdoor Stewards of Conservation Foundation (OSCF) found there are possibly 73 million people outside the traditional white male demographic who—despite having never tried target shooting before—have a strong interest in doing so. The number is significant, particularly considering the record-breaking growth in firearm ownership already experienced among these audiences in 2020. Questions in the study were tailored to identify reasons for hesitancy among non-participants.

Researchers found that 61 percent of African-Americans rated their interest in visiting a range and getting behind a trigger at least four in a rating system that topped out at five. Results among Hispanics came in at 64 percent and Asian-Americans came in at 53. In sheer numbers as a percentage of population, that translates to 25.4 million, 39.7 million and 10.4 million people, respectively.

To qualify for participation in the survey, respondents were required to have never participated in the sport. The pool was further distilled to only those with some level of interest, even if extremely low (one out of the five scale).

Questions focused on concerns or reasons for the delay and, unsurprisingly, the No. 1 cause was not owning a gun. Second on the list was the perception that target shooting is expensive.

The third and fourth contributing factors was confusion over which type of firearm is best for them and whether the sport is safe. Not knowing where to go, lack of time, nervousness and need for qualified instruction to avoid mistakes were high on the list as well.

The primary reason for such a strong interest in owning a firearm and practicing was protection for themselves and their families. Learning about guns came in second, followed by developing a new skill. Rising above the challenge of hitting a target consistently downrange and experiencing the fun were lower on the list.

“It doesn’t matter what a person looks like, motivations for target shooting are the same,” said Rob Southwick, owner of Southwick Associates, the company that conducted the 1,991-person survey. “Many potential participants did not grow up in households or communities exposed to recreational shooting. These people represent growth in target shooting if they are reassured from the very first contact that they can do so in a controlled, safe and welcoming environment.”

The “Welcome New Shooters” study (available as a PowerPoint presentation here) was funded by the Multistate Conservation Grant from the U.S. Fish and Wildlife Service and jointly administered by the Association of Fish and Wildlife Agencies. Many of the survey’s results are tailored to aid retailers, but clubs will also find some inexpensive or free tips to improve their public outreach.

Latest

375 Holland And Holland Cartridge Web 1
375 Holland And Holland Cartridge Web 1

Powerhouse Pedigree: The .375 H&H Mag. & Its Descendants

The cartridge family dynasty that began with the .375 H&H Mag. is still gaining momentum well over a century later.

Beretta Donates Unreleased Shotgun To Benefit Marine Raider Foundation

Beretta supported the fifth annual NorCal Marine Raider Foundation Fundraiser by donating a one-of-a-kind, unreleased commemorative shotgun for the event’s auction.

KelTec's Big Move To Wyoming

KelTec is the largest gunmaker in the state of Florida, but when the company looked to expand its manufacturing footprint, ultimately, the decision was made to create KelTec West, an entirely new production facility located in Rock Springs, Wyo.

New For 2025: Rossi RS22 Pistol

Rossi USA downsized its RS22 platform in 2025, creating a compact, large-format pistol variant of its popular RS22 semi-automatic rifle.

Handloads: A .32-20 Win. For Small-Game Hunting

The .32-20 Winchester Center Fire gained a fair following after it was introduced in 1882 in the Winchester Model 1873 rifle as a cartridge of modest power and good accuracy for small-game hunting and target shooting.

Rifleman Report: Heirloom Qualities

I’m thankful that we seldom witness the loss of an American Rifleman field editor, but, unfortunately for the entire shooting community, that occurred recently with the passing of combat handgun authority Wiley Clapp.

Interests



Get the best of American Rifleman delivered to your inbox.