Hunters Facing New Land Challenges
At least 9% of surveyed consumers call themselves hunting or shooting sport enthusiasts according to AudienceSCAN. These enthusiasts are facing increasing restrictions when it comes to the land available to them for their favorite activities. New research from Southwick Associates shows that hunters are turning to a variety of land options, often smaller parcels, in order to enjoy their sport.
Currently, about 1/3 of all hunters go to public land. About 2/3 use private property. The following numbers show where hunters most frequently set out to search for their prey:
- Friend/family member’s property 39%
- Public property 30%
- My own property 16%
- Leased property 11%
- Other types of land (employer-owned or out of country) 5%
Hunters also access a variety of parcel sizes in order to find the game they’re seeking. About 40% of hunters use hunting grounds that are smaller than 100 acres. Parcels ranging from 100 to 200 acres are the destination for 21% of hunters while 39% are covering 200+ acres in pursuit of their targets.
Rob Southwick, president of Southwick Associates, noted that “both private and public land access remains critical in providing opportunity for our nation’s hunters.” Southwick urges hunting organizations to work with private property owners to ensure that the woods and fields remain open for this activity, either for free or for a fee.
AudienceSCAN data shows that men make up 72% of the hunting and shooting sport audience. About 37% of these consumers live in rural areas, which is 58% higher than average. Not surprisingly, these consumers skew higher than average for their participation rates in fishing and camping and hiking. Retailers seeking to connect with the hunting audience may want to buy outdoor advertising. At least ½ of this audience has taken action after seeing an outdoor ad in the past year, a rate that is significantly higher than average.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.