Actionable Insights into the Protection-Oriented Consumer Now Available

By AmmoLand Editor Duncan Johnson

FERNANDINA BEACH, FL. –-(Ammoland.com)- Insights into the needs, motivations, habits and purchases associated with the self- and home-protection market for firearms and accessories are now available. Released by Southwick Associates in conjunction with the National Shooting Sports Foundation (NSSF), this infographics-based report will help companies better target their marketing and identify products and services with greater appeal to protection-oriented consumers.

“Protection-oriented firearm owners represent two-thirds of total spending in the market,” said Nancy Bacon, Vice President at Southwick Associates. “With a significant amount of these consumers having little understanding of firearms, it’s imperative that businesses understand how to best connect with them. The reasons why they decide to finally buy – and why they choose one product over another – are much more than just price and ‘keeping my family safe’.”

Covering both long guns and handguns, the protection-oriented market provides significant growth potential. Compared to the hunting and recreational firearms markets, the protection-oriented market is much more likely to be first-time owners, female, younger and more ethnically-diverse. People who maintain a firearm for protection purposes spend 52% more annually on equipment, accessories and services versus non-protection-oriented firearm owners. (View the infographic).

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Source:: AmmoLand