Conducted by SLG2, Inc. Women in Shooting Sports Survey Results January 5, 2018 SLG2, Inc. DBA: Shoot Like A Girl P.O. Box 1211 Athens, AL 35612 p. 256.520.3759 Karen.Butler@shootlikeagirl.com www.shootlikeagirl.com SLG2, INC. 2018
Table of Contents I. Forward... 2 II. Executive Summary... 3 III. Methodology... 3 IV. Demographics... 3 V. Overall Participation... 4 VI. Source of Information... 4 VII. Archery Shooting Participation... 5 VIII. Pistol Shooting Participation... 6 IX. Rifle Shooting Participation... 7 X. Shotgun Shooting Participation... 8 XI. Hunting Participation... 9 XII. Clubs and Organization Membership... 10 XIII. Conclusion... 10 XIV. Terminology... 11
Forward I am proud to introduce this report to you, the information contained is from a sample of real women who actually participate in shooting sports. The data reveals changes to the traditional trends about women s participation in the shooting sports, specifically they are mostly target shooting for FUN. They are hunting, but not the animal species you would expect. This survey has amazing results with data compiled from more than 2,600 women in a three-day period from a population of 76,890. The total number of women who completed this survey enable us to generalize these results to the entire population of women shooters, with a 99% confidence level and a 2.6% margin of error. I have always leaned on data to make decisions. During a 22-year career as an Army Civilian, I practiced evaluating one course of action over another by using the Military Decision Making Process. One of this process first steps is to understand the operating environment so we can develop detailed plans to solve problems. This report describes the operating environment as it pertains to women in shooting sports. Significant growth opportunities for the industry exist in the women s market. By targeting current and potential female participants through programs, such as Shoot Like A Girl, manufacturers and businesses can continue to increase female participation in the shooting sports. Focused marketing and education will empower women and increase their confidence, skills and abilities, and provide information on product selections which best suit their interests and ensures their long term involvement. I encourage manufacturers and businesses to use this report to understand their operating environment to maximize profits, and continue to improve products and services for women. Sincerely, Karen Butler President, SLG2, Inc DBA: Shoot Like A Girl WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 2
Executive Summary Shoot Like A Girl conducted research on Women in Shooting Sports. Women were asked to participate in a survey to gather information on trends and product preferences. The survey included questions about their participation in shooting bows, pistols, rifles and shotguns; hunting; and product preferences (product results are redacted). It asked questions about their memberships with clubs and organizations. The survey also asked respondents to give an explanation if they did not participate in a certain discipline, but wanted to. A total of 2,643 responses from women were received, giving the data a 99% confidence level, with a 2.6% margin of error. The large sample size allows us to generalize the results to the total number of women who participate in shooting sports of 8,430,000 1, as reported by the National Shooting Sports Foundation. Based on these numbers, the current growth in participation since 2015 is: Archery participation by women up 58%, from 2,884,000 to 4,566,531 Pistol participation by women up 89%, from 3,884,000 to 7,345,059 Rifle participation by women up 171%, from 2,433,000 to 6,613,335 Shotgun participation by women up 189%, from 1,996,000 to 5,771,178 Hunting participation by women up 57% from 3,445,000 to 5,425,548 Notably, this survey focused on participation rather than the motivation for purchasing products (SLG2, Inc. has separate survey analysis on motivation to purchase). The report will influence product development and marketing for shooting sports manufacturers and businesses to best meet the needs of the fastest growing demographic in shooting sports. Methodology The survey was developed in Survey Monkey to determine what activities women who participate in shooting sports are partaking in and what products they use. A draft of the survey was sent to select shooting sports manufacturers and their input was included. The final survey was distributed via web link on Shoot Like A Girl s social media platforms and to their email lists of clients. Data analysis was completed using Survey Monkey and Excel. Demographics Survey responses are broken out by gender (7 men or 0.26% of the 2,650 completed the survey and were excluded from the results). The majority of responses are women 45-54 years of age. 1 NSSF Report 2016-2017 Industry Reference Guide, www.nssf.org WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 3
Overall Participation Women who participate in shooting sports typically have other members of their families and friends who participate as well. A key observation from the chart below highlights children s participation. An assumption can be made that this new generation of participants is increasing family participation, as my kids shoot is 46%; compared to my mom shoots is 9%. Who all do you know that participates in shooting sports? Please check all that apply. I participate in shooting sports. My husband participates in shooting sports. My boyfriend participates in shooting sports. My kids participate in shooting sports. My girl friends participates in shooting sports. My mom participates in shooting sports. My dad participates in shooting sports. My siblings participate in shooting sports. My grandparents participate in shooting sports. 0% 20% 40% 60% 80% 100% Source of Information Women are receiving information about shooting and shooting sports from multiple sources, the most trusted source being friends and family, closely followed by social media. How do you get information about shooting sports? Magazines Social Media Online searches You Tube Television Friends and Family 0% 10% 20% 30% 40% 50% 60% 70% 80% Conservation Group Magazines Hunting Wildlife, Local gun Clubs, NFAA, Magazine, Word of Mouth, Range, NRA Instructor, TWAW, Husband, 4-H, Women s Events, Girl and a Gun WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 4
Archery Shooting Participation Archery shows the highest opportunity for growth; over 20% of women who participate in shooting sports want to become archers. Applied to the overall number of women who participate, this represents a known potential growth of 1.6 million women. Lack of knowledge and information are the primary limiting factors for women wanting to shoot archery. Do you shoot a bow? If you want to shoot a bow, but don't why not? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% No, but I want to 20% Don't want to spend the money Haven't decided what to buy No 26% Yes 54% Don't have enough information Don't know where to shoot Don't know how to shoot Expensive, Crossbow, Too Busy, Kids, Strength, Shoulder Injury The primary theme for women s shooting in all categories is target shooting for fun! The number of women hunting with a bow as applied to all women who shoot is 3.3 million If you participate in archery, what type of shooting do you do? (Check all that apply) Target Shooting - for fun League Shooting National Field Archery Association World Archery Association Archery Shooters Association International Bowhunter Association Hunting 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 4H, other State level competitions Archery Participation By Women Generalized Target Shooting for Fun League Shooting Combined Competitions Organizations Hunting 3,913,974 725,622 329,704 3,338,134 WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 5
Pistol Shooting Participation Pistol shooting participation by women shows a dramatic increase of 89% since 2015. In a time of reported decreasing sales of firearms, women s participation continues to increase. Lack of knowledge and information continues to limit growth. Do you shoot/own a pistol? If you want to shoot a pistol, but don't why not? 0% 10% 20% 30% 40% 50% 60% No 6% No, but I want to 7% Yes 87% Don't want to spend the money Haven't decided what to buy Don't have enough information Don't know where to shoot Don't know how to shoot Laws, Permits, Fear, Classes, Time, Money The theme for women s shooting in all categories is target shooting for fun! The number of women who target shoot for fun as applied to all women who shoot is 6.6 million. If you shoot a pistol, what activities do your participate in? Personal Protection - Carry Personal Protection - Home Protection Target Shooting - for fun League Shooting International Defensive Pistol Association United States Practical Shooting Association Civilian Marksmanship Program 3 Gun Paper Tournaments Steel Tournaments 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Pistol Participation By Women Generalized Target Shooting for Fun Personal Protection Carry Home Protection Competition Total 6,634,792 5,696,093 6,306,468 2,422,400 WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 6
Rifle Shooting Participation Rifle shooting participation by women shows a dramatic increase growing by nearly twice as much since 2015. A lack of knowledge and information continues to stall growth. Do you shoot/own a rifle? No 14% No, but I want to 8% Yes 78% If you want to shoot a rifle, but don't why not? 0% 10% 20% 30% 40% 50% 60% Don't want to spend the money Haven't decided what to buy Don't have enough information Don't know where to shoot Don't know how to shoot Money, time, use husband s rifle The theme for women s shooting in all categories is target shooting for fun! The number of women target shooting as applied to all women who shoot is 5.4 million and 4.5 million for hunting. If you shoot a rifle, what activities do your participate in? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Personal Protection - Home Protection Target Shooting - for fun League Shooting United States Practical Shooting Association Civilian Marksmanship Program 3 Gun Paper Tournaments Steel Tournaments Hunting Rifle Participation By Women Generalized Target Shooting for Fun Home Protection Competition Total Hunting 5,416,321 3,502,422 1,449,643 4,569,814 WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 7
Shotgun Shooting Participation Shotgun shooting participation by women shows a remarkable increase growing to 5.7 million from 2 million in 2015. Lack of knowledge and information continues to delay participation. Do you shoot/own a shotgun? If you want to shoot a shotgun, but don't why not? 0% 10% 20% 30% 40% 50% 60% 70% No 22% No, but I want to 9% Don't want to spend the money Haven't decided what to buy Don't have enough information Yes 69% Don't know where to shoot Don't know how to shoot Money, time The theme for women s shooting in all categories is target shooting for fun! Hunting with a shotgun is nearly equal to Target Shooting for fun; and 68% of women who participate in shooting sports hunt with a shotgun. If you shoot a shotgun, what activities do your participate in? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Target Shooting - for fun League Shooting Trap Skeet 3 Gun Hunting Shotgun Participation By Women Generalized Target Shooting for Fun Trap Skeet Other Competitions Hunting 5,055,233 2,022,358 2,243,905 678,528 4,528,150 WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 8
Hunting Participation Hunting participation by women shows a remarkable increase and grew 57% from 2015 to 5.4 million. Women are looking for mentors, knowledge and information prior to hunting. Do you hunt? If you want to hunt, but don't why not? 0% 10% 20% 30% 40% 50% 60% No 27% No, but I want to 9% Yes 64% Don't have anyone to hunt with Don't have enough information Don't know where to hunt Don't know how to hunt Time, Need Hunter Safety Course, Skill Confidence Deer, turkey and squirrel are the animals most frequently hunted by women. This is significant to business, as each offers opportunities to purchase a variety of additional equipment. Elk Whitetail Deer Blacktail Deer Mule Deer Squirrel Rabbit Other Small Game Antelope Turkey Duck Goose Dove Pheasant and Ground Birds Safari Animals What do you hunt? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Do you hunt with any of these methods? 0% 10% 20% 30% 40% 50% 60% 70% 80% Spot and Stalk Ground Blind Hunting Tree Stand Hunting Run and Gun Hunting with Dogs Hunting Participation By Women Generalized Whitetail Turkey Squirrel Rabbit Pheasant/Ground Birds Other Small Game 4,561,801 2,969,402 2,001,485 1,856,080 1,640,686 1,453,504 WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 9
Clubs and Organization Membership Are you a current member of any of the following organizations? 0% 10% 20% 30% 40% 50% 60% Rocky Mountain Elk Foundation Project Child Safe (NSSF) National Wild Turkey Federation National Rifle Association Mule Deer Foundation Ducks Unlimited Delta Waterfowl Safari Club International At least one Women's Club/Group Pheasants Forever, State Organizations, Single Action Shooting Society, Cowboy Action Shooting, other Women s Clubs Conclusion Women s participation rate is growing at an astounding rate. Although personal protection is a defining factor, a growing number of women are participating in target shooting for fun in pistol, rifle, shotgun and archery disciplines. Women who don t participate in shooting sports, but want to resoundingly report that lack of information, knowledge and education surpasses financial limitations. Women s participation in hunting continues to grow as well. Women are hunting a diverse range of animal species, in multiple seasons and shooting disciplines. Women who don t hunt, but want to desire more education, information and hunting mentors. Significant growth opportunities for the industry exist in the women s market. By targeting current and potential female participants through programs, such as Shoot Like A Girl, manufacturers and businesses can continue to increase female participation in the shooting sports. Focused marketing and education will empower women and increase their confidence, skills and abilities, and provide information on product selections which best suit their interests and encourage long term involvement. WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 10
Terminology Sample - Limited number of observations selected from a population on a systematic or random basis, which (upon mathematical manipulation) yield generalizations about the population. 2 Statistical Generalization - The process of statistical generalization is an integral part of the scientific process. From a limited number of observations, called the sample, we extend conclusions to a whole population, which contains all the units which we could observe. 3 2 www.businessdictionary.com/definition/statistical-sample.html 3 https://bcourses.berkeley.edu, Chapter 5: Populations and Samples: The Principle of Generalization WOMEN IN SHOOTING SPORTS SURVEY RESULTS - JANUARY 5, 2018 11