New Insights into Media Usage and Equipment
Purchasing Behavior of U.S. Sportsmen
Questions
Sales: Courtney Olson - courtney@c2csalesandmarketing.com
Admin: Donna Leonard – donna@southwickassociates.com
Media Preferences By Hunters and
Shooters - SAMPLE
90%
80%
79.2%
73.0%
70%
60%
54.0%
50%
40%
30%
29.4%
20.7%
20%
10%
0%
20.0%
6.3%
4.9%
2.2%
WHO IS SOUTHWICK ASSOCIATES?
• Over 20 years examining fish and wildlife statistics and
economics.
• Clients:
• Nearly all state fish and wildlife agencies
• Sportsmen-related conservation groups
• Outdoor companies & trade associations
• We provide greater insights into outdoor recreation, quantify
sales and trends, and help outdoor-related businesses
improve profitability.
THREE PRIMARY SURVEYS ARE OPERATED:
• Started in 2007 in response to a huge lack of data:
AnglerSurvey
HunterSurvey/ShooterSurvey
• Launched this year in response to the rapidly changing media market:
Southwick Associates Media Monitor (SAMM)
HOW IS THE INFORMATION GENERATED?
• 4,000-8,000 sportsmen complete the surveys each month.
• Respondents primarily come from:
• Partnerships with non-profits and state fish & game agencies,
• Press releases covering recent Southwick Associates research,
• Commercial email lists, and
• Selected commercial websites (few).
• Respondents are not paid. Ten gift cards awarded monthly.
• Results are weighted to represent all U.S. sportsmen:
• All surveys have some level of error
• Good surveys recognize this and make adjustments.
• Sample sizes are reported.
ADVANTAGES OF ONLINE APPROACH:
• Southwick Associates conducts online, telephone, mail and in-person
surveys.
• Like any job, you must use the right tool for the right job.
• Online surveys provide feasible & affordable data compared other
survey approaches:
• Sample sizes are much larger, and
• Generates information for smaller sectors of the outdoors market.
• Around mid-2000’s, online surveys became practical.
• Visit www.HunterSurvey.com or www.ShooterSurvey.com to see the
survey live.
CONTENT PROVIDED
Major product categories tracked:
Firearms
Ammunition
Black powder
Bowhunting or Archery Equipment
Decoys and Game Calls
Hand-loading Equipment
Optics
Hunting Apparel
Hunting Accessories
Shooting Accessories
Fishing Rods
Fishing Reels
Fishing Combos
Fishing Line
Fishing Lures
Terminal Tackle
Fly-Fishing Gear
Fishing Electronics
Ice Fishing
Fishing Apparel
Other Fishing Equipment
10
Courtesy of NSSF
WHAT DO THE SAMM RESULTS REPORT?
• Results reported QUARTERLY for outdoor:
Television
Magazines
Websites
Social media
• By matching responses with the other surveys, we can report:
• Buying habits of each property’s audience, and
• Participation habits of each audience
• Major outdoor television networks are monitored, major websites, and
major national, regional and local publications.
• Programs on local TV, local publications and many lesser-used
websites are not monitored.
APPLICATIONS
• Manufacturers & retailers: Helps guide advertising &
marketing decisions.
• Media companies: Help explain each media property’s
strengths and audience interests as compared to
competitors.
EXAMPLES OF SAMM RESULTS
Media Preferences By Hunters and
Shooters - SAMPLE
90%
80%
79.2%
73.0%
70%
60%
54.0%
50%
40%
30%
29.4%
20.7%
20%
10%
0%
20.0%
6.3%
4.9%
2.2%
QUARTERLY SAMPLE-
TOP 10 RANKED MAGAZINES BY % OF ANGLERS
COLORED BARS REPRESENT OVERLAP IN CONFIDENCES INTERVALS WHOSE BOUNDS ARE DETERMINED BY
UPPER AND LOWER 95% CONFIDENCE LEVELS (CL)
Magazine Title
% of
Anglers
FIELD & STREAM
15.1%
BASSMASTER (B.A.S.S.)
10.7%
AMERICAN RIFLEMAN
9.0%
OUTDOOR LIFE
7.7%
NORTH AMERICAN FISHERMAN
IN-FISHERMAN
6.8%
6.1%
GUNS & AMMO
6.0%
AMERICAN HUNTER
5.4%
BASSIN'
5.1%
BASS TIMES
4.8%
X
X
X
X
X
X
X
X
X
X
Lower
range
Upper
range
13.38%
16.83%
9.19%
12.17%
7.62%
10.37%
6.42%
8.99%
5.56%
7.97%
4.94%
7.24%
4.86%
7.14%
4.30%
6.48%
4.04%
6.16%
3.82%
5.88%
QUARTERLY SAMPLE- TOP 15 RANKED OUTDOOR TV SHOWS BY % OF ANGLERS
Program (Network)
BASSMASTERS (ESPN)
BASSMASTER CLASSIC (ESPN)
BILL DANCE OUTDOORS (VERSUS)
CITY LIMITS WITH MIKE IACONELLI (VERSUS)
DEADLIEST CATCH (DISCOVERY)
BABE WINKELMAN (VERSUS)
BASS PROS (VERSUS)
FISHING WITH ROLAND MARTIN (VERSUS)
SONS OF GUNS (DISCOVERY)
NORTH AMERICAN FISHERMAN (VERSUS)
LINDER'S ANGLING EDGE (VERSUS)
JIMMY HOUSTON AND BIG FISH MADNESS
(VERSUS)
TOP SHOT (HISTORY)
HANK PARKER -3 D (VERSUS)
NAPAS NORTH TO ALASKA
(VERSUS)
% of AS
Respondents
who
Freshwater
Fished
20.9%
19.2%
13.6%
12.6%
11.8%
12.8%
12.4%
11.5%
9.8%
9.7%
9.3%
9.0%
8.3%
7.3%
6.4%
% of All AS
Respondents
% of AS
Who
Respondents
Freshwater
who Saltwater &/or Saltwater
Fished
Fished
15.6%
20.1%
13.1%
18.4%
12.4%
13.0%
12.3%
12.4%
18.8%
12.3%
11.8%
12.2%
11.6%
11.7%
12.0%
11.0%
11.3%
10.0%
7.8%
9.4%
6.2%
8.8%
9.1%
10.4%
6.4%
8.0%
8.7%
8.1%
7.0%
6.3%
QUARTERLY SAMPLE-
SALTWATER ANGLERS by Equipment
Fishing Line
Purchasers
Terminal Tackle
Purchasers
Fly Fishing Tackle
Purchasers
Fishing Electronics
Purchasers
Fishing Apparel
Purchasers
% of Saltwater Anglers
23.5%
2.5%
1.0%
20.8%
1.5%
0.5%
9.8%
1.5%
0.8%
12.4%
0.4%
0.3%
17.9%
1.3%
1.0%
18.2%
1.1%
0.5%
8.0%
0.9%
0.6%
8.4%
0.5%
0.4%
21.9%
5.2%
3.6%
13.9%
9.8%
2.3%
2.4%
2.4%
2.6%
1.6%
2.5%
0.5%
0.4%
2.2%
0.1%
1.3%
2.1%
0.8%
1.1%
0.6%
0.4%
2.2%
3.8%
0.5%
0.5%
0.4%
1.3%
0.8%
0.7%
1.1%
2.7%
8.6%
6.7%
6.5%
Rod/Reel Combo
Purchasers
Fishing Lure
Purchasers
NORTH AMERICAN
FISHERMAN
FLORIDA SPORTSMAN
SALTWATER SPORTSMAN
Rod Purchasers
Magazine Title
% of Saltwater Anglers
FIELD & STREAM
AMERICAN RIFLEMAN
Reel Purchasers
Purchased and MAGAZINE Title
2.6%
 “Nearly three percent (2.6%) of saltwater anglers purchased
terminal tackle in the last year and read “Saltwater Sportsman”
magazine in the last three months.”
% Who Hunted
Waterfowl
% Who Hunted
Turkey
% Who Hunted
Deer
WEBSITE NAME (http address)
% of
Respondents
Who Hunted
QUARTERLY SAMPLE - TOP OUTDOOR WEBSITES BY HUNTING & SHOOTING RESPONDENTS
CABELA'S (cabelas.com)
33.4%
31.8%
33.1%
39.9%
NORTH AMERICAN HUNTER (huntingclub.com)
17.7%
18.4%
18.3%
16.3%
MIDWAY USA (midwayusa.com)
16.7%
16.3%
15.2%
11.0%
NATIONAL RIFLE ASSOCIATION (NRA) (nra.org)
15.4%
13.4%
11.8%
19.0%
GUNBROKER (gunbroker.com)
14.8%
14.8%
13.3%
12.6%
BASS PRO SHOPS (basspro.com)
14.8%
12.7%
14.4%
22.1%
GOOGLE (google.com)
13.0%
12.5%
11.9%
11.5%
YOUTUBE (youtube.com)
12.9%
12.2%
12.6%
14.2%
CHEAPER THAN DIRT (cheaperthandirt.net)
11.5%
11.2%
12.5%
9.0%
 “18.3 percent of hunters and shooters who hunted turkey in the last year accessed
North American Hunter’s website for shooting and hunting entertainment or
information in the last three months.”
QUARTERLY SAMPLE - SOCIAL MEDIA SITES BY TYPE OF SHOOTING ACTIVITY
Social Media Site
% of
Respondents
Who Shot
% Who Shot
Rifle
% Who Shot
Handgun
% Who Shot
Shotgun
Facebook
34.2%
30.7%
31.5%
31.6%
YouTube
13.1%
12.9%
14.3%
12.7%
LinkedIn
5.1%
5.7%
6.7%
4.9%
Google
3.2%
3.0%
3.1%
2.9%
Twitter
3.1%
3.3%
3.7%
3.8%
Camo Space
1.4%
1.2%
1.1%
1.1%
MySpace
1.3%
1.4%
1.2%
1.2%
A LIST OF MAGAZINES TRACKED (Presented in each issue):
AFRICAN HUNTER
ALABAMA GAME & FISH
ALABAMA OUTDOOR NEWS
ALASKA FISH
ALASKA MAGAZINE
ALBERTA OUTDOORS
AMERICAN ANGLER
AMERICAN FIELD
AMERICAN HANDGUNNER
AMERICAN HUNTER
AMERICAN RIFLEMAN
AMERICAN WATERFOWLER
AMERICA'S FIRST FREEDOM
ARIZONA GAME & FISH
ARIZONA WILDLIFE VIEWS
ARKANSAS OUTDOORS
ARKANSAS SPORTSMAN
ATLANTIC SALMON JOURNAL
BACKWOODS
BADGER SPORTSMAN
BASS AND WALLEYE BOATS
BASS ANGLERS MAGAZINE
BASS TIMES
BASS WEST
BASSIN'
BASSMASTER (B.A.S.S.)
BAYED SOLID
BEAR HUNTING
BETTER BEAGLING
BIG BUCK
BIG GAME JOURNAL
BILLFISHING REPORTS
BIRD DOG & RETRIEVER
NEWS
BLACK POWDER CARTRIDGE
BOAR HUNTER
BOAT ACCESSORY
CATALOGS
BOAT SHOPPER
BOAT US MAGAZINE
BOATING
BOATING BUSINESS
BOATING WORLD
BOW & ARROW HUNTING
BOWHUNT AMERICA
BOWHUNTER
BOWHUNTING
BOWHUNTING WORLD
BRITISH COLUMBIA MAGAZINE
BRITISH COLUMBIA
OUTDOORS
BUCKMASTERS RACK
BUCKMASTERS WHITETAIL
BUGLE
BULLET
CALIFORNIA GAME & FISH
CALIFORNIA WATERFOWL
CANADA OUTDOORS
CANADIAN FIREARMS
JOURNAL
CANADIAN FLYFISHER
CANADIAN SPORTSMAN
CANOE & KAYAK
CHESAPEAKE ANGLER
CLAY SHOOTING USA
COASTAL ANGLER
COASTAL FISHERMAN
COLORADO DOW OUTDOORS
JOURNAL
COLORADO OUTDOORS
COMBAT HANDGUNS
CONCEALED CARRY
CONNECTICUT WILDLIFE
CONSERVATIONIST
CRAPPIE WORLD
DAKOTA COUNTRY
DECOY
DEER & DEER HUNTING
DELTA WATERFOWL
DOUBLE GUN JOURNAL
DRAKE
DUCKS UNLIMITED
EASTERN FLY FISHING
EASTMAN'S BOWHUNTING
JOURNAL
EASTMANS HUNTING
JOURNAL
ELK COUNTRY JOURNAL
ESPN OUTDOORS
SALTWATER MAGAZINE
FAIR CHASE (BOONE &
CROCKETT)
FIELD & STREAM
FIELD TRIAL
FIN FUR & FEATHER
FISH & GAME FINDER
FISH & GAME NY STATE
FISH SNIFFER FORUM
FISHERMAN (NORTH
AMERICAN FISHING CLUB)
FISHING TACKLE RETAILER
FLORIDA ANGLER
FLORIDA GAME & FISH
FLORIDA SPORTFISHING
FLORIDA SPORTSMAN
FLORIDA WILDLIFE
FLW OUTDOORS
FLY FISHING GUIDE
FLY FISHING IN SALT WATER
FLY ROD & REEL
FLY TYER
FLYFISH JOURNAL
FLYFISHERMAN
FRONT SIGHT (USPSA)
FULL CRY
FUR-FISH-GAME
GAFF
GAMETRAILS
GARDEN & GUN
GEORGIA OUTDOOR NEWS
GEORGIA SPORTSMAN
GRAY'S SPORTING JOURNAL
GREAT DAYS OUTDOORS
GREAT LAKES ANGLER
GREAT LAKES FISHERMAN
GREAT PLAINS GAME & FISH
GULF COAST OUTDOORS
GUN DIGEST
GUN DOG
GUN HOUND
GUN LIST
GUN TESTS
GUN WEEK
GUN WORLD
GUNHUNTER
GUNS
GUNS & AMMO
GUNS & WEAPONS OF LAW
ENFORCEMENT
GUNS OF THE OLD WEST
HANDGUN HUNTER
HANDGUNS
HANDLOADER
HAWKEYE HUNTING &
FISHING NEWS (NH)
HORIZONTAL BOWHUNTER
HUNTERS HORN
HUNTIN FOOL
HUNTING & FISHING
COLLECTIBLES
HUNTING ILLUSTRATED
HUNTING LIFE
HUNTING REPORT
NEWSLETTER
IDPA TACTICAL JOURNAL
IHEA JOURNAL
ILLINOIS FISH & GAME
ILLINOIS OUTDOORS
INDIANA GAME & FISH
IN-FISHERMAN
IOWA GAME & FISH
JAKES
JERSEY FISHERMAN
JERSEYMAN
JUST LABS
KAYAK FISHING
KENTUCKY AFIELD
KENTUCKY GAME & FISH
LAKE ONTARIO OUTDOORS
LIVIN' VERMONT WAY
LONE STAR OUTDOOR NEWS
LONG ISLAND BOATING
WORLD
LONG ISLAND FISHERMAN
LOUISIANA SPORTSMAN
MAINE SPORTSMAN
MARLIN
MARYLAND HUNTING &
FISHING JOURNAL
MARYLAND NATURAL
RESOURCES MAGAZINE
MASSACHUSETTS WILDLIFE
MICHIGAN OUT OF DOORS
MICHIGAN OUTDOOR NEWS
MICHIGAN OUTDOORS
MICHIGAN SPORTSMAN
MID-ATLANTIC FLY FISHING
GUIDE
MID-SOUTH HUNTING &
FISHING NEWS
MIDWEST OUTDOORS
MILITARY RIFLE JOURNAL
MINNESOTA OUTDOOR NEWS
MINNESOTA SPORTSMAN
MISSISSIPPI SPORTSMAN
MISSOURI CONSERVATIONIST
MISSOURI GAME & FISH
MISSOURI SPORTSMAN'S
INFORMATION NETWORK
MONTANA BOWHUNTER
MONTANA GAME & FISH
MONTANA OUTDOORS
MONTANA SPORTING
JOURNAL
MOTORBOATING
MUSKY HUNTER
MUZZLE BLASTS
MUZZLELOADER
NATIONAL BOWHUNTER
NATIONAL FISHERMAN
NEBRASKALAND
NEW ENGLAND GAME & FISH
NEW HAMPSHIRE WILDLIFE
JOURNAL
NEW JERSEY ANGLER
NEW JERSEY FISH AND
WILDLIFE DIGEST
NEW JERSEY FISHING
NEW MEXICO GAME & FISH
NEW YORK GAME & FISH
NEW YORK OUTDOOR NEWS
NEW YORK SPORTSMAN
NJ ANGLER
NON-TYPICAL HUNTER
NOREAST
NORTH AMERICAN CARP
ANGLER
NORTH AMERICAN HUNTER
NORTH AMERICAN HUNTING
CLUB
NORTH AMERICAN WHITETAIL
NORTH CAROLINA GAME &
FISH
NORTH CAROLINA
SPORTSMAN
NORTH DAKOTA OUTDOORS
NORTHWEST FLYFISHING
NORTHWEST SPORTSMAN
NORTHWOODS SPORTING
JOURNAL
OHIO GAME & FISH
OHIO OUTDOOR NEWS
OHIO VALLEY OUTDOORS
OKLAHOMA GAME & FISH
ON TARGET
ON THE WATER
ONTARIO MONSTER
WHITETAILS
ONTARIO OUT OF DOORS
OREGON BOW HUNTER
OREGON HUNTER TODAY
OREGON HUNTERS
ASSOCIATION
OUTDOOR ALABAMA
OUTDOOR CANADA
OUTDOOR EDGE (WESTERN
CANADA)
OUTDOOR GUIDE (ST LOUIS)
OUTDOOR ILLINOIS
OUTDOOR JOURNAL
OUTDOOR LIFE
OUTDOOR NEWS
OUTDOOR OKLAHOMA
OUTDOOR TIMES
OUTDOORS MAGAZINE
OVERTON'S
PACIFIC COAST
SPORTFISHING
PENNSYLVANIA ANGLER &
BOATER
PENNSYLVANIA GAME & FISH
PENNSYLVANIA GAME NEWS
PENNSYLVANIA HUNTING
TODAY
PENNSYLVANIA OUTDOOR
NEWS
PENNSYLVANIA TRADITIONAL
BOWHUNTING
PETERSEN'S BOWHUNTING
PETERSEN'S HUNTING
PHEASANTS FOREVER
POINTING DOG JOURNAL
POWER & MOTORYACHT
POWERBOAT
PRECISION SHOOTING
PREDATOR XTREME
PRIMITIVE ARCHER
QUAIL FOREVER JOURNAL
QUAIL UNLIMITED
QUALITY DEER MANAGEMENT
QUALITY WHITETAILS
RANGE REPORT
RANGER ROB'S OUTDOOR
REAL HUNTERS JOURNAL
RETRIEVER JOURNAL
RIFLE
RIFLESHOOTER
ROCKY MOUNTAIN GAME &
FISH
RUFFED GROUSE SOCIETY
SAFARI
SAILING WORLD
SALMON TROUT
STEELHEADER
SALTWATER AND OFFSHORE
FISHING
SALTWATER FISHING
SALTWATER SPORTSMAN
SHALLOW WATER ANGLER
SHOOTING ILLUSTRATED
SHOOTING SPORTS USA
SHOOTING SPORTSMAN
SHOOTING TIMES
SHOT BUSINESS
SHOTGUN NEWS
SHOTGUN SPORTS
SINGLE SHOT EXCHANGE
SINGLE SHOT RIFLE JOURNAL
SKEET SHOOTING REVIEW
SOLDIER OF FORTUNE
SOUNDINGS
SOUTH CAROLINA GAME AND
FISH
SOUTH CAROLINA
SPORTSMAN
SOUTH CAROLINA WILDLIFE
SOUTH DAKOTA
CONSERVATION DIGEST
SOUTHCOAST SPORTFISHING
SOUTHERN BOATING
SOUTHERN OUTDOORS
SOUTHWEST FLYFISHING
SPORTFISHING
SPORTING CLASSICS
SPORTING CLAYS
SPORTS AFIELD
SPORTSMAN ALLIANCE OF
MAINE
STICK & STRING
SUCCESSFUL HUNTER
SWAT
T R MICHEL'S TRINITY
MOUNTAIN OUTDOOR NEWS
TALK HUNTING
TARGET SHOOTER
TENNESSEE SPORTSMAN
TENNESSEE VALLEY
OUTDOORS
TENNESSEE WILDLIFE
TEXAS FISH & GAME
TEXAS FISHING
TEXAS OUTDOORS JOURNAL
TEXAS PARKS & WILDLIFE
TEXAS SALTWATER FISHING
TEXAS SPORTING JOURNAL
TEXAS SPORTSMAN
TEXAS TROPHY HUNTERS
JOURNAL
TEXAS WILDLIFE
TIDE
TRADITIONAL BOWHUNTER
TRAILER BOATS
TRAP & FIELD
TRAP SHOOTING USA
TRAPPER & PREDATOR
CALLER
TROPHY HUNTER
TROUT UNLIMITED
TURKEY & TURKEY HUNTING
TURKEY CALL
TURKEY COUNTRY
UPLAND ALMANAC
US POWER SQUADRON
ENSIGN
USA SHOOTING
VARMINT HUNTER
VARMINT MASTERS
VERMONT OUTDOOR NEWS
VERSATILE HUNTING DOG
VIRGINIA GAME & FISH
VIRGINIA SPORTSMAN
VIRGINIA WILDLIFE
WASHINGTON-OREGON GAME
& FISH
WATERFOWL & RETRIEVER
WEST VIRGINIA GAME & FISH
WESTERN CANADIAN GAME
WARDEN
WESTERN HUNTER
WESTERN OUTDOOR NEWS
WESTERN SPORTSMAN
(CANADA)
WHITETAIL FANATIC
WHITETAIL JOURNAL
WHITETAIL NEWS
WILDERNESS UNLIMITED
WILDFOWL
WILDLIFE IN NORTH
CAROLINA
WING & SHOT
WISCONSIN BOWHUNTING
WISCONSIN NATURAL
RESOURCES
WISCONSIN OUTDOOR NEWS
WISCONSIN OUTDOORS
WISCONSIN SPORTSMAN
WOODEN BOAT
WOODS 'N WATER
WYOMING WILDLIFE
SAMM SUMMARY
•
•
•
•
Tracks relative rankings and purchasing influence impact
of hundreds of media properties
Reports the buying & participation habits for each
property’s audience
Can examine interactivity between TV, print, web and
social media
Ability to customize and drill deeper for specific niches
and/or brands.
Inquires: Courtney Olson - courtney@c2csalesandmarketing.com