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.
