SAMPLE - Southwick Associates · Gun safes Gun case or sleeve Gun cleaning Firearm...

CONFIDENTIAL Do not make any copies of this report or share any of the contents with anyone outside of your organization

without written permission from Southwick Associates, Inc.

Hunting and Shooting Participation & Equipment Purchases January & February 2015

SAMPLE

Results of the HunterSurvey.com and ShooterSurvey.com Online Consumer Panel Survey Produced by:

Southwick Associates, Inc. P.O. Box 6435 Fernandina Beach, FL 32035 904-277-9765 [email protected]

mailto:[email protected]

CONFIDENTIAL 2

Do not make any copies of this report or share any of the contents with anyone outside of your organization without written permission from Southwick Associates, Inc.

TABLE OF CONTENTS Page Navigation By Category ........................................................................................................................ 3

Introduction and Methods ............................................................................................................................ 4

Improvements Made to Hunter/Shooter Survey in 2015 ......................................................................... 4

Response Summary ....................................................................................................................................... 6

Special Topic Results ..................................................................................................................................... 7

Map of Participation by State ....................................................................................................................... 8

Summary of Survey Respondents ................................................................................................................. 9

Hunting Activities ........................................................................................................................................ 11

Shooting Activities ...................................................................................................................................... 23

Hunting and Shooting Purchases ................................................................................................................ 33

Firearm Purchases ................................................................................................................................... 35

Ammunition Purchases ........................................................................................................................... 62

Black Powder Purchases ......................................................................................................................... 79

Archery and Bow Hunting Purchases ...................................................................................................... 92

Hand Loading Purchases ....................................................................................................................... 128

Optics Purchases ................................................................................................................................... 146

Hunting Apparel Purchases ................................................................................................................... 175

Hunting Gear and Supplies Purchases .................................................................................................. 199

Shooting Gear and Supplies Purchases ................................................................................................. 238

Firearm Storage and Cleaning Purchases ............................................................................................. 254

Firearm Parts & Accessories Purchases ................................................................................................ 262

Mean Amount Spent per Month on Hunting and Shooting Equipment ............................................... 302

APPENDIX A: Definitions of species hunted and store types .................................................................... 303

APPENDIX B: Items with standardized price ranges ................................................................................. 304

CONFIDENTIAL 3


PAGE NAVIGATION BY CATEGORY Click the hyperlinked category to jump directly to that section of this report. Firearms Rifles Handguns Muzzleloaders Air rifles/air guns Shotguns Ammunition Rifle ammunition Handgun ammunition Shotgun ammunition Air rifle/air gun pellets Archery/Bowhunting Quivers Peep sites Strings & accessories Nocks Stabilizers Sights Broadheads Bow Stands Bows Bow Cases Silencers Rests Targets Arm Guards Arrows Fletching Crossbows Releases and tabs Black Powder Solvent Patches Powder measure Flints Propellant/powder Primers Speed loader Cleaning supplies Bullets, balls and/or shot Breech plug or nipple

Handloading/Reloading Press Reloading tools Dies Reloading component (brass

shell cases, bullets, primers, powder, shotshell hulls or wads, shot)

Bullet mold Optics Laser Rangefinders

(Handheld) Lens Covers Binoculars Red dot/tactical magnifier Spotting scopes Reflex/red dot sights Boresighter Laser sights Scopes Night vision/thermal imaging Scope/Accessory mounts

(rings and bases) Hunting Apparel Boots Backpack/waist pack/duffle Undergarments or thermal

underwear Pants/Bibs/Overalls Head Gear Waders Hunting Socks Jackets/coats Vests Gloves Coveralls Shirts Hunting Gear and Supplies Lighting Tree stands, ladders, towers Blinds Food plot seed

Game coolers (specialized for meat/game)

GPS device Trail cameras/Game cameras Game feed Game calls Game feeder Game cleaning supplies Odor eliminator Decoys Lure scent Two-way radio Hunting knives/multitools Cover scent Shooting Gear and Supplies Benches and rests Ear protection Clays/clay pigeons Targets Shooting glasses Holsters/ammo belts Traps/target throwing Firearm Storage & Cleaning Gun safes Gun case or sleeve Gun cleaning Firearm Parts/Accessories Trigger assemblies/trigger

guards Barrels Recoil reduction Bolts/carriers/bolt parts Grips (pistol and forward)

and buttstocks Slings Bipod Lower/upper receiver Choke tubes Magazines Muzzle devices (suppressors) Caliber conversion kits Hand guard

CONFIDENTIAL 4


INTRODUCTION AND METHODS This report presents the results of the bi-monthly HunterSurvey.com© and ShooterSurvey.com© online consumer panel survey. This panel, composed of hunters and shooters across the U.S. who volunteer to participate, tracks hunter and shooter participation and purchases. Panelists are surveyed every other month and asked about their participation and equipment purchases during the prior two months. To overcome biases common to online surveys, the survey respondents are weighted to reflect the true population of U.S. hunters and shooters. The weighting process is conducted dynamically with each survey to reflect the general hunting and shooting population as accurately as possible. The process of our analytical procedures and sampling weights are continually being improved to better represent sportsmen nationwide. A note about statistical reliability. The tables in this report are based on responses from a nationwide sample of hunters and shooters who complete the surveys. As a result, the reported percentages in the tables are subject to sampling variability, often called the “margin of error”. This is typically presented as +/- some percentage to indicate the range of values that includes the true percentage in the total population of all hunters and shooters. Because the margin of error is determined by the reported percentage and the size of the sample on which it is based, the margin of error will be different for each table in the report. For that reason, “N=” is included at the bottom of each table to denote the sample size on which the table is based and as a general indication of statistical reliability. As a general rule, results based on a sample with fewer than 30 respondents should be viewed with caution because the margin of error can be sufficiently large that there are no real differences between the percentages in most categories in the table. This is most likely to occur with the monthly estimates where the sample sizes for some purchases are small. For tables with N=100, the margin of error can be +/-9.8%. For tables with N=500, the margin of error can be +/-4.4%. For tables with N=2,000, the margin of error can be +/-2.2%.

Improvements Made to Hunter/Shooter Survey in 2015 The survey tool and reports are continuously updated providing improvements or edits where needed to offer the best information available. Annually, brands are reviewed and questions are changed, such as adjusting price ranges for specific items. Every few years, however, the Hunter/Shooter Survey is rebuilt from scratch for several reasons: to enhance the survey experience for our participants, to improve data collection and management, to address overall changes in the market, and to provide the NEW information our report subscribers are seeking. The 2015 rebuild was extensive and an overall success! The survey tool is generally the same where the panel is asked about bimonthly hunting and shooting activities and details about equipment purchases for those activities (brand, cost, store… and more). A few of the changes are spelled out in this section to make our subscribers aware of these improvements and how they differ from reports in years past. Asking number of days hunted by species and equipment by species In the past, panelists were asked the number of days they spent hunting each species with each type of equipment. This was a cumbersome question for respondents with results that were difficult to interpret in our reports. Splitting this question into two parts for each species hunted, clarified “days of participation” and for “equipment used to hunt each species” is presented.

CONFIDENTIAL 5


Simplifying report tables The “species hunted” table and all “stores” tables have been reduced to concise lists within the report. For clarification and to see how these items are presented to panelists in the, please see Appendix A. Reporting items purchased rather than purchasers of items N-values for item tables (brand, price, store, etc.) in the Hunting and Shooting Purchases section are now reporting the number of items purchased as opposed to the number of respondents who purchased those items (example here). The survey asks for panelists to report up to three purchases for each item. Section demographics and the list of types of items purchased in that section (examples here and here) still report the number of purchasers. The N-values are labeled in each table to indicate whether the N-value is number of purchasers or items purchased. The market share for these tables has always represented up to three purchased items. Redefining and adding product categories The product categories have been reorganized to enable the panelist to more easily locate their purchases and for the report to have clearly defined sections. Many firearm parts and accessories have been added, the organization of apparel items has been changed, and gun cleaning and storage items have been removed from the shooting section. An updated organization structure of the survey is outlined in the Page Navigation by Category section above.

New and Used Firearms In the past, firearm store tables included an option of “Used (from individual).” Used firearms purchased in pawn shops, on websites, at gun shows and in other places were not captured as used. A new question (and associated table) has been included for each firearm type to label a firearm as new/used in addition to where the firearm was purchased. Price Range Updates Many of the price ranges have been updated to either reflect a need for additional granularity, or higher prices in the price range, or to standardize the ranges to a $X.00 - $X.99 format. The 2014 price ranges may not be presented if the categories do not align with the new price ranges. This is indicated on a per-item basis. When available, the average amount spent is still reported. The average amount spent is calculated using the midpoint of available price ranges. The difference of one or two cents in a price range would not drastically change which option a panelist would select. For those tables whose price range was only edited for standardization, we have presented the previous year’s data. See Appendix B for the list of items that had this type of price adjustment. Primary purpose of purchase Panelists are now asked their primary intended purpose of purchase for many of the items in the survey, including firearms, ammunition, and optics. Previously, the purpose of all the purchases made in a bi-monthly period was reported. This item-specific information provides more meaningful information. Market Share by Quantity Purchased The quantity of items purchased has been asked in the survey for some time; however, the structure of the data did not allow the quantity to be used for the weighting of market share. The database has been reconfigured, enabling the use of quantity reported to effectively weight the market share estimates by units purchased. For example, the market share for rifle ammunition in previous reports would be interpreted as “Brand A represents X% of rifle ammunition purchases.” The market share for rifle ammunition is now interpreted as “Brand A represents X% of rifle ammunition boxes purchased.”

CONFIDENTIAL 6


The previous reporting of market share of purchases by quantity is still presented to give the reader an idea of the number of items being purchased, but the remainder of the tables for that item are then presented as market share by the given unit (often boxes, but not always). 2014 market shares have been recalculated in this manner as well to provide a comparison. Note that the quantity options given for ammunition in 2014 went to “5 or more” boxes, while 2015 asks up to “more than 1 case”. The 2014 quantities were used to weight the market share by units with the information gathered at the time; however, due to the change in quantities allowed in the survey, caution should be used when comparing 2014 and 2015 results. The items that are weighted to present an estimated market share by unit are as follows:

Rifle ammunition, shotgun ammunition, handgun ammunition, air rifle ammunition, reloading powder, and clays/clay pigeon market shares are estimated by box.

Trail camera market shares are estimated by individual camera.

Arrow market shares are estimated by individual arrow.

RESPONSE SUMMARY

Survey Statistics

Number of Observations (completed surveys)

Number of Usable Observations

C.I. = +/- 3.0 percentage points at the 95% confidence level

CONFIDENTIAL 7


SPECIAL TOPIC RESULTS The results of the bi-monthly general interest and conservation questions are presented below. These questions vary each survey and cover topics of trends, special interest, current legal, environmental, or conservation issues. Did you shoot an air rifle in the last 12 months?

Jan-Feb 2015

Jan-Feb 2014

Yes

No

Total

Number of respondents

Did you purchase or attempt to purchase .22 caliber ammunition in the last 12 months?

Jan-Feb 2015

Yes, I purchased all of the .22 caliber ammunition I needed in the last 12 months

Yes, I purchased .22 caliber ammunition, but I would have purchased more if it had been available

No, I didn’t purchase .22 caliber ammunition in the last 12 months because it wasn’t available

No, I did not purchase or try to purchase .22 caliber ammunition in the last 12 months


If you had been able to purchase all of the .22 caliber ammunition you attempted but failed to purchase, would that have changed the amount you shot air rifle in the last 12 months? [This question was shown if

Did you shoot an air rifle in the last 12 months?" = "Yes" AND "Did you purchase or attempt to purchase .22 caliber ammunition in the last 12 months?" is one of the following answers "Yes, I purchased .22 caliber ammunition, but I would have purchased more if it had been available." or "No, I didn't purchase .22 caliber ammunition in the last 12 months because it wasn't available."]

Jan-Feb 2015

No, I would have shot air rifle the same amount regardless of my ability to purchase more .22 caliber ammo

Yes, I would probably have shot less air rifle if I had been able to purchase all of the .22 caliber ammo I wanted to buy

I probably would not have shot any air rifle if I had been able to purchase the .22 caliber ammo I wanted to buy

Other


CONFIDENTIAL 8


MAP OF PARTICIPATION BY STATE

CONFIDENTIAL 9


SUMMARY OF SURVEY RESPONDENTS

Age of Respondent Jan-Feb

2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older

Gender of Respondent

Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years

1-3 Years of College

4 Years of College or More

I prefer not to say


CONFIDENTIAL 10


*Number of days typically hunted in a year

Jan-Feb 2015

Jan-Feb 2014

I don’t typically hunt

1-5 days

6-10 days

11-20 days

21-35 days

36-50 days

More than 50 days


*New table added in 2015 *Number of days typically shot in a year

Jan-Feb 2015

Jan-Feb 2014

I don’t typically shoot

1-5 days

6-10 days

11-20 days

21-35 days

36-50 days

More than 50 days


*New table added in 2015 *Previous or current military experience

Jan-Feb

2015 Jan-Feb

2014

I have no military experience

I am currently enlisted in active military or as a reservist

I was formerly enlisted, but I am no longer enlisted


*New table added in 2015 *Previous or current law enforcement experience

Jan-Feb

2015 Jan-Feb

2014

I have no law enforcement experience

I am currently in a law enforcement position

I was previously in a law enforcement position


*New table added in 2015

CONFIDENTIAL 11


HUNTING ACTIVITIES

Of those who hunted, whitetail deer was the most sought game with 43.9% of hunters.

About one in ten hunters hunt out of state.

Did you hunt in the past two months? (of all respondents)

Jan-Feb

2015 Jan-Feb

2014

Yes

No


CONFIDENTIAL 12


Species sought in the past two months by respondents who hunted. (See species groups defined here)

Jan-Feb

2015 Jan-Feb

2014

Whitetail deer

Mule deer, Blacktail, Sitka

North American non-native deer

Elk

Antelope

Bison/Buffalo

Moose

Caribou

Sheep, goat

Bear

Turkey

Alligator

Hog

Waterfowl

Small game

Dove

Upland game birds

Predator/predator calling

Varmint/Furbearers

African game

Any other game


CONFIDENTIAL 13


Did you hunt outside of your home state last two months?

Jan-Feb

2015 Jan-Feb

2014

Yes

No


Of those who hunted WHITETAIL DEER:

Number of days spent hunting Jan-Feb

2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days


Methods used for hunting

Rifle

Shotgun

Muzzleloader/black powder

Bow

Handgun

Crossbow

Other


Of those who hunted BLACKTAIL, SITKA OR MULE DEER:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 14


Of those who hunted AXIS DEER:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


Of those who hunted ELK:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 15


Of those who hunted ANTELOPE:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


Of those who hunted CARIBOU:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 16


Of those who hunted MOOSE:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


Of those who hunted TURKEY:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 17


Of those who hunted WATERFOWL:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days


Of those who hunted SMALL GAME:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 18


Of those who hunted DOVE:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


Of those who hunted UPLAND GAME BIRDS (including CROW):


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 19


Of those who hunted or called PREDATORS:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


Of those who hunted VARMINTS:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 20


Of those who hunted HOG:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


Of those who hunted BEAR:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 21


Of those who hunted ALLIGATOR:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


Of those who hunted SHEEP or GOAT:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 22


Of those who hunted AFRICAN GAME:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


Of those who hunted BISON/BUFFALO:


2015 Jan-Feb

2014

1-5 days

6-15 days

16-25 days

26-35 days

over 35 days



Rifle

Shotgun


Bow

Handgun

Crossbow

Other


CONFIDENTIAL 23


SHOOTING ACTIVITIES

X and X are the most popular firearms to shoot, X that of X.

X of those who shot at a range incurred access fee. Less than X% had X expenses during this survey period.

More than X of respondents have at least X CCW permit, and X% of respondents hold X

CCW permits.

X percent of rifle shooters went plinking, X% of rifle shooters sighted-in a rifle.

Nearly X (X%) of rifle shooters used X rifles.

X, X, X, X, and Xshooting are all equally popular activities with around X of shotgun shooters participating in each. Informal is most popular, with X% of all shotgun shooters.

Almost X% of Xshooters went plinking or informal shooting.

Just over one in X shooters competitively shoot.

Most shooting took place X.

Did you go shooting in the last two months (not including hunting)?

Jan-Feb

2015 Jan-Feb

2014

Yes

No


CONFIDENTIAL 24


With which equipment did you shoot in the last two months?

Jan-Feb

2015 Jan-Feb

2014

Rifle (plinking, benchrest, tactical, cowboy, etc)

Handgun (plinking, silhouette, tactical, benchrest, cowboy, etc)

Bow or Archery

Air rifle

Shotgun

Crossbow

Muzzleloader

Other


CONFIDENTIAL 25


Did you shoot at a range?

Jan-Feb

2015 Jan-Feb

2014

Yes

No


CONFIDENTIAL 26


Of those that went shooting at a RANGE, the range-related expenses incurred in the last two months:

Jan-Feb

2015 Jan-Feb

2014

Access fees (including costs per target thrown or range-provided paper targets, hourly fees, but not membership dues)

Ammunition

Annual or monthly membership dues

Instructor fees

I did not have any expenses


*New option added in 2015 How much did you pay in access fees (including costs per target thrown or range-provided paper targets, hourly fees, but not membership dues) in the last two months?

Jan-Feb

2015 Jan-Feb

2014

$10-$20

up to $30

up to $40

up to $50

up to $75

up to $100

$100 to $200

over $200


What was the approximate cost of the ammunition you purchased to shoot at the range in the last 2 months?

Jan-Feb

2015 Jan-Feb

2014

$0-$10

$10-$20

$20-$40

$40-$60

$60-$80

$80-$100

$100-$200

Over $200

Not sure



CONFIDENTIAL 27


How much did you pay in annual or monthly membership dues in the last two months?

Jan-Feb

2015 Jan-Feb

2014

under $10

$10-$20

up to $30

up to $40

up to $50

up to $75

up to $100

$100 to $200

over $200


How much did you pay in instructor fees in the last two months?

Jan-Feb

2015 Jan-Feb

2014

under $25

up to $50

up to $75

up to $100

up to $250

up to $500

over $500


Monthly average number of days of shooting

Jan-Feb 2015 Jan-Feb 2014

Mean Valid N Mean Valid N

Air Rifles

Archery

Handgun

Rifle

Shotgun

CONFIDENTIAL 28


Type of RIFLE SHOOTING by respondents who went shooting

Jan-Feb

2015 Jan-Feb

2014

3 Gun

Benchrest

NRA high power

Load Testing/Development

Long range

Tactical

Schuetzen

Silhouette rimfire

Silhouette high power

Silhouette black powder

Steel Challenge

Cowboy action

Sighting-in rifle

Plinking or informal target shooting

Teaching/Informative

Three (3) position

Training (Military, Defense, Law Enforcement)

Other


*New options added in 2015 Distance shot when RIFLE SHOOTING

Jan-Feb

2015 Jan-Feb

2014

Less than 100 yards

100-199 yards

200-299 yards

300-399 yards

400-499 yards

500-749 yards

750-999 yards

1000-1999 yards

2000 or more yards


CONFIDENTIAL 29


Type of rifle used for long range RIFLE SHOOTING

Jan-Feb

2015 Jan-Feb

2014

AR style/Modern Sporting Rifle

Bolt action

Semi-auto

Lever Action

Single Shot

Other


*Where RIFLE SHOOTING took place

Jan-Feb 2015

Jan-Feb 2014

Indoors

Outdoors



CONFIDENTIAL 30


Type of SHOTGUN SHOOTING by respondents who went shooting

Jan-Feb

2015 Jan-Feb

2014

3 Gun

5 Stand

Cowboy Action

Dog training

Informal (backyard, testing)

Pattern shotgun

Sighting-In

Skeet

Sporting clays


Test reload


Trap

Wobble Trap

Other


*New options added in 2015 *Where SHOTGUN SHOOTING took place

Jan-Feb 2015

Indoors

Outdoors



CONFIDENTIAL 31


Type of HANDGUN SHOOTING by respondents who went shooting

Jan-Feb

2015 Jan-Feb

2014

3 Gun

Bowling pin

Bullseye

IDPA

IPSC

Silhouette rimfire

Silhouette high power

Cowboy action

Load Testing/Development

Plinking or informal target shooting

Sighting-in

Steel Challenge


Testing (Ammo & firearm)


Other


*New options added in 2015 *Where HANDGUN SHOOTING took place

Jan-Feb 2015

Indoors

Outdoors


*New table added in 2015 *Where ARCHERY SHOOTING took place

Jan-Feb 2015

Indoors

Outdoors



CONFIDENTIAL 32


Was any of your shooting competitive?

Jan-Feb

2015 Jan-Feb

2014

Yes

No


What type of competitive shooting were you involved in in the last two months?

Jan-Feb

2015 Jan-Feb

2014

ATA

Archery

Club/league

CMP

Family or friends

GSSF

IDPA

IHMSA

IPSC-USPSA

Law enforcement related

NMLRA

NRA sanctioned events

NSSA

NSCA

PITA

SASS

Other


Do you currently hold a CCW permit?

Jan-Feb

2015 Jan-Feb

2014

Yes, I have one

Yes, I have more than one (multiple states)

No


*In 2015, we began asking this question of all respondents, not just handgun purchasers as we had in the past.

CONFIDENTIAL 33


HUNTING AND SHOOTING PURCHASES

X (X%) of respondents purchased hunting or shooting items in January or February this year.

X of respondents purchased ammunition.

Did you purchase a hunting or shooting item in the past two months?

Jan-Feb

2015 Jan-Feb

2014

Yes

No

Total

CONFIDENTIAL 34


Hunting and shooting equipment purchased

Jan-Feb

2015 Jan-Feb

2014

Firearms

Ammunition

Archery/Bowhunting

Blackpowder

Optics

Handloading/Reloading

Apparel

Hunting Gear & Supplies

Shooting Gear & Supplies

Firearm Parts/Accessories

Firearm Storage & Cleaning

Number of purchasers

CONFIDENTIAL 35


Firearm Purchases

Firearm purchasers were more than X as likely to purchase X (X%) and X (X%) than X (X%)

X% of all rifles purchased were X rifles.

X cal and X cal are the most popular rifle calibers.

X, X, and X were the top rifle brands purchased this period.

X of X rifles purchased were Xs.

Less than X% of traditional rifles were purchased with X as the primary purpose, while nearly X% of MSRs were purchased for the primary purpose of X.

X (X%) and X (X%) shotguns are the most popular.

X of all shotguns purchased were intended to be used primarily for X.

X is the most frequently intended primary use of handguns.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 36


FIREARMS survey respondents reported buying:

Jan-Feb

2015 Jan-Feb

2014

Rifles

Shotguns

Muzzleloaders

Handguns

Air rifles/air guns


CONFIDENTIAL 37


What type of rifles(s) did you purchase?

Jan-Feb

2015 Jan-Feb

2014

Traditional, non-MSR rifle

MSR rifle

Number of purchases reported

CONFIDENTIAL 38


Type of TRADITIONAL RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

Bolt action

Lever action

Semi-automatic

Break action

Other

Not sure


Fire type of Traditional Rifles purchased

Jan-Feb

2015 Jan-Feb

2014

Centerfire

Rimfire


CONFIDENTIAL 39


Caliber of TRADITIONAL RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

17 cal

204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

270 WSM

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum

300 Rem Ultra Magnum

300 Savage

300 WSM

300 Weatherby Magnum

300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

44 Rem

7 mm Mauser

7mm Remington Mag

7 mm-08

7 62x39 Soviet

8 mm Mauser

Not sure

Other


*Rifle data were not collected in Jan-Feb 2014

CONFIDENTIAL 40


Brand of TRADITIONAL RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

Armalite

Arsenal

Beretta

Browning

Bushmaster

Century

Christensen Arms

Colt

Crickett

CVA

CZ-USA

Double Star

DPMS

Enfield

FNH

H&R

Heckler & Koch (H&K)

Henry

Hi-Point

Howa

Interarms

Ithaca

IWI

Kel Tec

Kimber

Marlin

Mauser

Mossberg

Nornico

Noveske

Olympic Arms

Palmetto State Armory

Remington

Rock River Arms

Rossi

Ruger/Sturm Ruger

Saiga

Sako

Savage

Sig Sauer

SKS

Smith & Wesson

CONFIDENTIAL 41


Spikes Tactical

Springfield Armory

Stag

Stevens

Steyr

Taurus

Thompson Center

Tikka

Uberti

Weatherby

Other

Not sure


*Rifle data were not collected in Jan-Feb 2014 Cost of TRADITIONAL RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

$0 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - $599.99

$600.00 - $699.99

$700.00 - $799.99

$800.00 - $899.99

$900.00 - $999.99

$1,000.00 - $1,999.99

$2,000.00 - $4,999.99

$5,000.00 - $9,999.99

$10,000.00 or more

Not sure


Avg. price of Traditional Rifles


CONFIDENTIAL 42


Type of store where TRADITIONAL RIFLES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores

General Sporting Goods

Gun shows or expos

Local shop

Mass Merchant

Outdoor Specialty Store

Printed Catalog

Website

Other

Not sure


**In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information. **Rifle data were not collected in Jan-Feb 2014 Primary purpose of TRADITIONAL RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual shooting

Competitive shooting

Self-defense

Collecting

Gift

Other


*Rifle data were not collected in Jan-Feb 2014 *Percent of TRADITIONAL RIFLES purchased new or used

Jan-Feb

2015

New

Used



CONFIDENTIAL 43


Type of MSR RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

AR

AK

SKS

Other

Not sure



CONFIDENTIAL 44


Caliber of MSR RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

17 cal

204 Ruger

22 cal

22-250 cal

223 cal

243 cal

270 Winchester

270 WSM

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum


300 Savage

300 WSM


300 Win Mag

303 British

308 cal

32 Win Special

35 Remington

375 H&H Magnum

44 Rem

7 mm Mauser

7mm Remington Mag

7 mm-08

7 62x39 Soviet

8 mm Mauser

Not sure

Other



CONFIDENTIAL 45


Brand of MSR RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

Armalite

Arsenal

Beretta

Browning

Bushmaster

Century

Christensen Arms

Colt

Crickett

Custom

CVA

CZ-USA

Double Star

DPMS

Enfield

FNH

H&R


Henry

Hi-Point

Howa

Interarms

Ithaca

IWI

Kel Tec

Kimber

Marlin

Mauser

Mossberg

Nornico

Noveske

Olympic Arms


Remington

Rock River Arms

Rossi

Ruger/Sturm Ruger

Saiga

Sako

Savage

Sig Sauer

SKS

CONFIDENTIAL 46


Smith & Wesson

Spikes Tactical

Springfield Armory

Stag

Stevens

Steyr

Taurus

Thompson Center

Tikka

Uberti

Weatherby

Winchester

Windham Weaponry

Other

Not sure


*Rifle data were not collected in Jan-Feb 2014 Cost of MSR RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

$0 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - $599.99

$600.00 - $699.99

$700.00 - $799.99

$800.00 - $899.99

$900.00 - $999.99

$1,000.00 - $1,999.99

$2,000.00 - $4,999.99

$5,000.00 - $9,999.99

$10,000.00 or more

Not sure


Avg. price of MSR Rifles


CONFIDENTIAL 47


Type of store where MSR RIFLES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Website

Other

Not sure


*In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information. **Rifle data were not collected in Jan-Feb 2014 Primary purpose of MSR RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual shooting


Self-defense

Collecting

Gift

Other


*Rifle data were not collected in Jan-Feb 2014 *Percent of MSR RIFLES purchased new or used

Jan-Feb

2015 Jan-Feb

2014

New

Used



CONFIDENTIAL 48


Type of SHOTGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

Pump action

Semi-automatic

Over/under

Side by side

Single shot

Other

Not sure


Gauge of SHOTGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

12 gauge

16 gauge

20 gauge

28 gauge

410 gauge

Other

Not sure


CONFIDENTIAL 49


Brand of SHOTGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

Baikal

Benelli

Beretta

Browning

Charles Daily

CZ-USA

Fox

Franchi

H&R

High Standard

Ithica

Iver Johnson

J Stevens

JC Higgins

Krieghoff

Marlin

Mossberg (Maverick)

Perazzi

Remington

Rossi

Ruger/Sturm Ruger

Saiga

Savage (Stevens)

Smith & Wesson

Stoeger

Tristar

Weatherby

Winchester

Yildiz

Other

Not sure


CONFIDENTIAL 50


Cost of SHOTGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

$0 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - $599.99

$600.00 - $699.99

$700.00 - $799.99

$800.00 - $899.99

$900.00 - $999.99

$1,000.00 - $1,999.99

$2,000.00 - $4,999.99

$5,000.00 - $9,999.99

$10,000.00 or more

Not sure


Avg. price of Shotguns

*Price categories changed in 2015 Type of store where SHOTGUNS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Website

Other

Not sure


*In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information.

CONFIDENTIAL 51


Primary purpose of SHOTGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual shooting


Self-defense

Collecting

Gift

Other


*Percent of SHOTGUNS purchased new or used

Jan-Feb

2015 Jan-Feb

2014

New

Used



CONFIDENTIAL 52


Type of MUZZLELOADERS purchased

Jan-Feb

2015 Jan-Feb

2014

Inline

Standard

Flint lock

Other

Not sure


Brand of MUZZLELOADERS purchased

Jan-Feb

2015 Jan-Feb

2014

CVA

Knight

Lyman

Ruger/Sturm Ruger

Savage

Thompson Center

Traditions

Winchester

Other

Not sure


CONFIDENTIAL 53


Cost of MUZZLELOADERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0 - $49.99

$50.00 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - $599.99

$600.00 - $699.99

$700.00 - $799.99

$800.00 - $899.99

$900.00 - $999.99

$1,000.00 - $1,999.99

$2,000.00 or more

Not sure


Avg. price of Muzzleloaders

*Price categories changed in 2015 Type of store where MUZZLELOADERS are purchased*

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Website

Other

Not sure



CONFIDENTIAL 54


Primary purpose of MUZZLELOADERS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual shooting


Self-defense

Collecting

Gift

Other


*New table added in 2015 *Percent of MUZZLELOADERS purchased new or used

Jan-Feb

2015 Jan-Feb

2014

New

Used



CONFIDENTIAL 55


Type of HANDGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

Semi-automatic

Revolver

Break action

Other

Not sure


Fire type of HANDGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

Center fire

Rim fire


CONFIDENTIAL 56


Caliber of HANDGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

22 cal

32 cal

38 special

40 S&W

44 cal

45 auto

357 cal

380 auto/ 380 ACP

9mm

Other

Not sure


CONFIDENTIAL 57


Brand of HANDGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

Astra

Beretta

Bersa

Browning

Charter Arms

Chiappa

Cobra

Colt

CZ

EAA

FMK

FNH

Freedom Arms

Glock

GSG

H & R


Heritage

High Point

High Standard

Kahr

Kel-tec

Kimber

North American Arms

PARA

Remington

Rossi

Ruger/Sturm Ruger

SCCY

SIG Arms/Sig Sauer

Smith & Wesson

Springfield

Taurus

Thompson Center

Uberti

Walther

Other

Not sure


CONFIDENTIAL 58


Cost of HANDGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

$0 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - $599.99

$600.00 - $699.99

$700.00 - $799.99

$800.00 - $899.99

$900.00 - $999.99

$1,000.00 - $1,999.99

$2,000.00 - $4,999.99

$5,000.00 - $9,999.99

$10,000.00 or more

Not sure


Avg. price of Handguns

*Price categories changed in 2015 Type of store where HANDGUNS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Website

Other

Not sure



CONFIDENTIAL 59


Primary purpose of HANDGUNS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual shooting


Self-defense

Collecting

Gift

Other


*Percent of HANDGUNS purchased new or used

Jan-Feb

2015 Jan-Feb

2014

New

Used

Total


CONFIDENTIAL 60


Brand of AIR RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

Beeman

Benjamin

BSA

Crosman

Daisy

Gamo

Mauser

Remington

Ruger/Sturm Ruger

RWS

Winchester

Other

Not sure


Cost of AIR RIFLES purchased

Jan-Feb 2015

Jan-Feb 2014

$0 - $24.99

$25.00 - $49.99

$50.00 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - $599.99

$600.00 - $699.99

$700.00 - $799.99

$800.00 - $899.99

$900.00 - $999.99

$1,000.00 or more

Not sure


Ave price of Air Rifle

*Price categories changed in 2015

CONFIDENTIAL 61


Type of store where AIR RIFLES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Website

Other

Not sure


*In 2015, the ‘Used’ option was changed to another question for firearms. See Methods section on New and Used Firearms for more information. *Primary purpose of AIR RIFLES purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual shooting


Self-defense

Collecting

Gift

Other


*New table added in 2015 *Percent of AIR RIFLES purchased new or used

Jan-Feb

2015 Jan-Feb

2014

New

Used



CONFIDENTIAL 62


Ammunition Purchases

X percent of ammunition purchasers purchased X ammunition.

Most people either purchased X or X boxes or more than a X of rifle ammunition at a time.

X is the most popular rifle ammunition this survey period

#X and #X shot are the most popular shotgun ammunition sizes.

Xmm is the most popular handgun ammunition caliber.

X gauge is by far the most popular shotgun ammunition gauge.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 63


AMMUNITION PRODUCTS survey respondents reported buying:

Jan-Feb

2015 Jan-Feb

2014

Rifle ammunition

Shotgun ammunition

Handgun ammunition

Air rifle/air gun pellets


CONFIDENTIAL 64


Number of boxes of RIFLE AMMUNITION purchased

Jan-Feb

2015 Jan-Feb

2014

1 box

2 boxes

3 boxes

4 boxes

5 boxes

6 boxes

7 boxes

8 boxes

9 boxes

10 boxes

11 boxes

12 boxes (1 case)

More than 1 case


*Categories changed in 2015

CONFIDENTIAL 65


Caliber, Brand, Cost, and Store for Rifle Ammunition are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Caliber of RIFLE AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

17 cal

204 Ruger

22 cal

22-250 cal

243 cal

270 Winchester

270 WSM

280 cal

30 Carbine

30-06 Springfield

30-30 cal

300 Rem Magnum


300 Savage

300 WSM


300 Win Mag

303 British

32 Win Special

35 Remington

375 H&H Magnum

44 Rem

5.56 mm/ 223 cal

7 mm Mauser

7 mm WSM

7 mm-08

7 62X39 mm/ 308 cal

7 mm Remington Mag

8 mm Mausar

9 mm

Not sure

Other


CONFIDENTIAL 66


Brand of RIFLE AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

American Eagle

Aquila

Barnes

Black Hills

Blazer

CCI

Eley

Federal (including Fusion)

Fiocchi

Fusion

Herter’s

Hornady

Lapua

Magtech

Nosler

PMC

PPU/Prvi Partizan

Remington

Sierra

TulAmmo

Weatherby

Winchester (including SuperX, Supreme, USA)

Wolf

Other

Not sure


CONFIDENTIAL 67


Cost of RIFLE AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

$0 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $24.99

$25.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $44.99

$45.00 - $49.99

$50.00 or more

Not sure


Avg. price of Rifle Ammunition

*in 2014 5.0% of respondents spent $40.00 or more Type of store where RIFLE AMMUNITION are purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


*Primary purpose of RIFLE AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting

Competitive Shooting

Self-Defense

Other



CONFIDENTIAL 68


Number of boxes of SHOTGUN AMMUNITION purchased

Jan-Feb

2015 Jan-Feb

2014

1 box

2 boxes

3 boxes

4 boxes

5 boxes

6 boxes

7 boxes

8 boxes

9 boxes

10 boxes

11 boxes

12 boxes (1 case)

More than 1 case



CONFIDENTIAL 69


Type, Gauge, Size, Brand, Cost, and Store for Shotgun Ammunition are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information.

Type of SHOTGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Lead

71.3%

Non-lead/Non-toxic 25.1% 26.9%

Other 0.8% 1.8%

Number of purchases reported N=524 N=607

Gauge of SHOTGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

12 gauge

16 gauge

20 gauge

28 gauge

410 gauge

Other

Not sure


CONFIDENTIAL 70


Size of SHOTGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Rifled slugs

Sabot slugs

Other slugs

#4 Buckshot

#3 Buckshot

#2 Buckshot

#1 Buckshot

#0 Buckshot

#00 Buckshot

#000 Buckshot

#12 Shot

#9 Shot

#8 1/2 Shot

#8 Shot

#7 1/2 Shot

#7 Shot

#6 Shot

#5 Shot

#4 Shot

#3 Shot

#2 Shot

#1 Shot

#BB Shot

#BBB Shot

#T Shot

Other

Not sure


CONFIDENTIAL 71


Brand of SHOTGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Bismuth

Estate

Federal

Fiocchi

Fusion

Hevi-Shot

Kent

PMC

Remington

RIO

Winchester

Wolf

Other

Not sure


Cost of SHOTGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $24.99

$25.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $44.99

$45.00 - $49.99

$50.00 or more

Not sure


Avg. price of Shotgun Ammunition

*In 2014, .6% of respondents spent $40.00 or more

CONFIDENTIAL 72


Type of store where SHOTGUN AMMUNITION are purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


*Primary purpose of SHOTGUN AMMUNITION purchased (boxes)

Jan-Feb 2015

Jan-Feb 2014

Hunting

Casual Shooting


Self-Defense

Other



CONFIDENTIAL 73


Number of boxes of HANDGUN AMMUNITION purchased

Jan-Feb

2015 Jan-Feb

2014

1 box

2 boxes

3 boxes

4 boxes

5 boxes

6 boxes

7 boxes

8 boxes

9 boxes

10 boxes

11 boxes

12 boxes (1 case)

More than 1 case



Caliber, Brand, Cost, and Store for Handgun Ammunition are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Caliber of HANDGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

17 cal

22 cal

32 cal

38 cal

40 S&W

44 cal

45 auto

357 cal

380 cal

9mm

Other

Not sure


CONFIDENTIAL 74


Brand of HANDGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

American Eagle

Aquila

Black Hills

Blazer

CCI

CorBon

Eley

Federal (including Fusion)

Fiocchi

Herters

Hornady

Magtech

PMC

Remington

RWS

Sellier and Belloit

Speer

Ultramax

Winchester (including SuperX, Supreme, USA)

Wolf

Other

Not sure


Cost of HANDGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

$0 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $24.99

$25.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $44.99

$45.00 - $49.99

$50.00 or more

Not sure


Avg. price of Handgun Ammunition

*In 2014, 3.1% of respondents spent $40.00 or more

CONFIDENTIAL 75


Type of store where HANDGUN AMMUNITION are purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


*Primary purpose of HANDGUN AMMUNITION purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Other



CONFIDENTIAL 76


*Number of boxes of AIR RIFLE PELLETS purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

1 box

2 boxes

3 boxes

4 boxes

5 boxes

6 boxes

7 boxes

8 boxes

9 boxes

10 boxes

11 boxes

12 boxes

13 boxes

14 boxes

15 boxes

16 boxes

17 boxes

18 boxes

19 boxes

20 boxes

More than 20 boxes

Not sure


*New table added in 2015 Caliber, Brand, Cost, and Store for Air Rifle Pellets are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. *Caliber of AIR RIFLE PELLETS purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

177" (4 5mm)

20" (5.00mm)

22" (5 5mm)

25" (6 35mm)

375" (9mm)

Not sure



CONFIDENTIAL 77


*Brand of AIR RIFLE PELLETS purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Air Venturi

Beeman

Benjamin

Crosman

Daisy

Eun Jin

Gamo

H&N

JSB

Marksman

Predator

RWS

Skenco

Other

Not sure


*New table added in 2015 *Cost of AIR RIFLE PELLETS purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

$0 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $24.99

$25.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $44.99

$45.00 - $49.99

$50.00 or more

Not sure


Avg. price of Air Rifle Pellets


CONFIDENTIAL 78


*Type of store where AIR RIFLE PELLETS are purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


*New table added in 2015 *Primary purpose of AIR RIFLE PELLETS purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Other



CONFIDENTIAL 79


Black Powder Purchases

X is the most popular propellant or powder purchased.

X is by far the most popular brand of X, X, and X with X% of purchases. X stores and X shops are the preferred store type for nearly all black powder supplies.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 80


BLACK POWDER PRODUCTS survey respondents reported buying:

Jan-Feb

2015 Jan-Feb

2014

Propellant/powder

Bullets, balls and/or shot

Patches

Cleaning Supplies

Solvent

Powder measure

Primers

Flints

Speed loader

Breech plug or nipple


CONFIDENTIAL 81


*Brand of PROPELLANT /POWDER purchased

Jan-Feb 2015

Jan-Feb 2014

Alliant

American Pioneer Powder

Blackhorn

Goex

Hodgdon

Pyrodex

Shockeys Gold

Swiss

Triple Seven

Western Powders

White Hot

Other

Not sure


*Cost of PROPELLANT /POWDER purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Propellant /Powder


CONFIDENTIAL 82


*Type of store where PROPELLANT /POWDER are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


Brand of BALLS, BULLETS, and/or SHOT purchased

Jan-Feb

2015 Jan-Feb

2014

Barnes

CVA

Fusion

Hornady

Knight

Nosler

Powerbelt

Speer

Thompson

Winchester

Other

Not sure


Cost of BALLS, BULLETS, and/or SHOT purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Balls, Bullets and/or Shot

CONFIDENTIAL 83


Type of store where BALLS, BULLETS, and/or SHOT are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 84


Cost of PATCHES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Patches

Type of store where PATCHES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 85


Cost of BLACK POWDER GUN CLEANING SUPPLIES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Black Powder Cleaning Supplies

*Price categories changed in 2015 Type of store where BLACK POWDER GUN CLEANING SUPPLIES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 86


Cost of BLACK POWDER SOLVENT purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Solvent

Type of store where BLACK POWDER SOLVENT are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 87


Cost of BLACK POWDER MEASURES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Black Powder Measures

Type of store where BLACK POWDER MEASURES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 88


Cost of BLACK POWDER PRIMERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Black Powder Primers

Type of store where BLACK POWDER PRIMERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 89


Cost of BLACK POWDER FLINTS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Flint

Type of store where BLACK POWDER FLINTS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 90


Cost of BLACK POWDER SPEED LOADERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Speed Loaders

Type of store where BLACK POWDER SPEED LOADERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 91


Cost of BLACK POWDER BREECH PLUGS or NIPPLES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Breach Plugs/Nipples

Type of store where BLACK POWDER BREECH PLUGS or NIPPLES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 92


Archery and Bow Hunting Purchases

Both X and X have over a X% purchase rate for archery purchasers.

X are fairly popular this time period (X%).

Most X are purchased at X or X at a time.

X is a most popular fletching brand with X% of all purchases.

Most bowhunting and archery equipment is purchased from X or X stores.

X is the most popular bow case brand.

Nearly X% of broadheads are X, rather than X.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 93


ARCHERY AND BOW HUNTING equipment survey respondents reported buying:

Jan-Feb

2015 Jan-Feb

2014

Bows

Crossbows

Arrows

Broadheads

Arm Guards

Bow Cases

Bow Stands

Fletching

Peep sites

Quivers

Releases and tabs

Rests

Sights

Silencers

Stabilizers

Strings & accessories

Archery Targets

Nocks


*New item added in Jan. 2015

CONFIDENTIAL 94


Type of BOWS purchased

Jan-Feb

2015 Jan-Feb

2014

Compound

Long bow

Recurve

Other


CONFIDENTIAL 95


Brand of BOWS purchased

Jan-Feb

2015 Jan-Feb

2014

Alpine

Barnett

Bear

Black Widow

BowTech

Browning

Custom made

Darton

Diamond

Elite

Excalibur

G5

Genesis

High Country

Horton

Hoyt

Martin

Matthews

Mission

Parker

PSE

Redhead

Strother

Other

Not sure


CONFIDENTIAL 96


Cost of BOWS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $249.99

$250.00 - $499.99

$500.00 - $749.99

$750.00 - $999.99

$1,000.00 - $1,250.00

Over $1,250.00

Not sure


Avg. price of Bows

*Price categories changed in 2015 Type of store where BOWS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 97


Brand of CROSSBOWS purchased

Jan-Feb

2015 Jan-Feb

2014

Barnett

Bowtech/Stryker

Carbon Express (including X-Force)

Centerpoint/Crosman

Darton

Excaliber

Horton

Parker

PSE

TenPoint

Wicked Ridge

X-Force (Eastman Outdoors)

Other

Not sure


Cost of CROSSBOWS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $199.99

$200.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1,000.00 - $1,199.99

$1,200.00 or more

Not sure


Avg. price of Crossbows


CONFIDENTIAL 98


Type of store where CROSSBOWS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Website

Other

Not sure


*Primary purpose of CROSSBOWS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual shooting


Self-defense

Collecting

Gift

Other


*New table added in 2015 *Percent of CROSSBOWS purchased new or used

Jan-Feb

2015 Jan-Feb

2014

New

Used



CONFIDENTIAL 99


Number of ARROWS purchased*

Jan-Feb

2015 Jan-Feb

2014

1

2

3

4

5

6

7

8

9

10

11

12

24

Other

Not sure



Brand, Cost, and Store for Arrows are presented as a market share by individual arrows purchased. See Methods section on Market Share by Quantity Purchased for more information. Number of arrows purchased was not asked in 2014, so 2014 market share by individual arrow could not be calculated. Brand of ARROWS purchased

Jan-Feb

2015 Jan-Feb

2014

Allen

Barnett

Beman

Black Eagle

Cabela brand

Carbon Express

Easton

Gold Tip

Horton

Parker

PSE

Redhead

Victory

Other

Not sure


CONFIDENTIAL 100


Cost of ARROWS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

Over $100.00

Not sure


Avg. price of Arrow Purchase

Type of store where ARROWS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 101


Brand of FLETCHING purchased

Jan-Feb

2015 Jan-Feb

2014

AAE

Berman

Blazer

Bohning

Burnt Coyote

Cabela’s

Duravane

Easton

Extreme

Flex Fletch

Fusion

Gateway

LumenokTruGlo

NAP

QuickSpin

Trueflight

Vanetec

Other

Not sure


Cost of FLETCHING purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

Over $50.99

Not sure


Avg. price of Fletching

CONFIDENTIAL 102


Type of store where FLETCHING are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 103


Type of BROADHEADS purchased

Jan-Feb

2015 Jan-Feb

2014

Fixed

Mechanical

Not Sure


Brand of BROADHEADS purchased

Jan-Feb

2015 Jan-Feb

2014

Allen

Carbon Express

Crimson Talon

G5

Grim Reaper

Horton

Magnus

Muzzy

NAP

QAD

Rage

Ramcat

Rocket

Slick Trick

Steel Force

Swhacker

Thunderhead

Wasp

Other

Not sure


CONFIDENTIAL 104


Cost of BROADHEADS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

Over $50.00

Not sure


Avg. price of Broadheads

Type of store where BROADHEADS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 105


Brand of RELEASES or TABS purchased

Jan-Feb

2015 Jan-Feb

2014

Bateman

Cabela’s

Carter

Cobra

Copper John

Fletcher

Free Flight

Lan

Neet

Primos

Pro Release

Scott Archery

Spot Hogg

T R U

Tru Glo

Tru-Fire

Winn

Other

Not sure


Cost of RELEASES or TABS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

Over $50.00

Not sure


Avg. price of Releases/Tabs

CONFIDENTIAL 106


Type of store where RELEASES or TABS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 107


Brand of PEEPSITES purchased

Jan-Feb 2015

Jan-Feb 2014

Apex

Cabela’s

Cobra

Copper John

Extreme

Fletcher

G5

HHA

Loc - a - peep

NAP

PSE

SpotHogg

Sword

Trophy Ridge

TruGlo

Viper

Other

Not sure


CONFIDENTIAL 108


Cost of PEEPSITES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

Over $50.00

Not sure


Avg. price of Peepsites

Type of store where PEEPSITES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 109


Brand of SILENCERS purchased

Jan-Feb

2015 Jan-Feb

2014

Allen

Bear

Bowjax

Cabela’s

Excalibur

Fuse

G5

Hoyt

Limbsaver

Mathews

Octane

Sims

Truglo

Other

Not sure


Cost of SILENCERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $1.99

$2.00 - $3.99

$4.00 - $5.99

$6.00 - $7.99

$8.00 - $9.99

$10.00 - $11.99

$12.00 - $13.99

$14.00 - $15.99

$16.00 - $17.99

$18.00 - $19.99

Over $20.00

Not sure


Avg. price of Silencers

CONFIDENTIAL 110


Type of store where SILENCERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 111


Brand of STABILIZERS purchased

Jan-Feb

2015 Jan-Feb

2014

Apex

Bee Stinger

Cobra

Doinker

Fuse

Limb Saver/Sims

Mathews

N A P

Octane

Trophy Ridge

Tru-Glow

Vibracheck

Other

Not sure


Cost of STABILIZERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

Over $50.00

Not sure


Avg. price of Stabilizers

CONFIDENTIAL 112


Type of store where STABILIZERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 113


Brand of ARM GUARDS purchased

Jan-Feb

2015 Jan-Feb

2014

Allen

Bear

Buck Wing

Gander Mountain

Neet

Primos

Saunders

Tarantula

Vista

Other

Not sure


Cost of ARM GUARDS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

Over $50.00

Not sure


Avg. price of Arm Guards

Type of store where ARM GUARDS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 114


Brand of QUIVERS purchased

Jan-Feb

2015 Jan-Feb

2014

Allen

Alpine

Apex

Archer Xtreme

Barnett

Bear

Bohning

Bow Tech

Diamond

Easton

Fuse

G5

Horton

Hoyt

Kwikee

Martin

Mathews

Neet

Octane

PSE

Rage

RedHead

Tightspot

Trophy Ridge

Tru-Glo

Other

Not sure


Cost of QUIVERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

Over $50.00

Not sure


Avg. price of Quivers

CONFIDENTIAL 115


Type of store where QUIVERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 116


Brand of RESTS purchased

Jan-Feb

2015 Jan-Feb

2014

Carolina Archery

Copper John

NAP

Octane

Qad/ Quality Archery

QuickTune

Ripcord

Trophy Ridge

Trophy Taker

Vapor Trail

Other

Not sure


Cost of RESTS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

Over $100.00

Not sure


Avg. price of Rests

CONFIDENTIAL 117


Type of store where RESTS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 118


Brand of ARCHERY TARGETS purchased

Jan-Feb

2015 Jan-Feb

2014

Big Green Targets

Birchwood/Casey

Blackhole

Buck Commander

Buckmaster

Bulldog

Cabela’s

Champion

Delta

Drew

Game Winner

Gander Mountain

Glendel

Homemade

Hurricane

Martin Archery

McKenzie

Morrell

Paper Target

Redhead

Reinhart

Shooter Buck

The Block

Yellow Jacket

Other

Not sure


CONFIDENTIAL 119


Cost of ARCHERY TARGETS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $99.99

$100.00 - $199.99

$200.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

Over $1,000.00

Not sure


Avg. price of Archery Targets

Type of store where ARCHERY TARGETS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 120


Cost of STRINGS and ACCESSORIES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $1.99

$2.00 - $3.99

$4.00 - $5.99

$6.00 - $7.99

$8.00 - $9.99

$10.00 - $11.99

$12.00 - $13.99

$14.00 - $15.99

$16.00 - $17.99

$18.00 - $19.99

Over $20.00

Not sure


Avg. price of Strings and Accessories

Type of store where STRINGS and ACCESSORIES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 121


Brand of BOW CASES purchased

Jan-Feb

2015 Jan-Feb

2014

Allen

Black Creek

Bowtech

Boyt

Cabela’s

Excaliber

Flambeau

Horton

Hoyt

Kolpin

Mathews

Plano (including BowGuard)

Primos

RedHead

SKB

Tarantula

Vanguard

Other

Not sure


Cost of BOW CASES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $1.99

$2.00 - $3.99

$4.00 - $5.99

$6.00 - $7.99

$8.00 - $9.99

$10.00 - $11.99

$12.00 - $13.99

$14.00 - $15.99

$16.00 - $17.99

$18.00 - $19.99

$20.00 - $49.99

$50.00 - $99.99

$100.00 - $149.00

$150.00 - $199.00

$200.00 or more

Not sure


Avg. price of Bow Cases


CONFIDENTIAL 122


Type of store where BOW CASES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 123


Brand of ARCHERY SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

Aimshot

Apex

Axcel

Black Gold

Cabela’s

Cobra

Copper John

Extreme

Field Logic

G5

HHA

Hind Sight

IQ Bow Sight

Octane

Pro Hunter

PSE

Schaffer

Spot Hogg

Sword

Toxonics

Trophy Ridge

TRU Ball

Truglo

Viper

Other

Not sure


CONFIDENTIAL 124


Cost of ARCHERY SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $39.99

$40.00 - $59.99

$60.00 - $79.99

$80.00 - $99.99

$100.00 - $199.99

$200.00 - $499.99

Over $500.00

Not sure


Avg. price of Archery Sights

Type of store where ARCHERY SIGHTS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 125


Brand of BOW STANDS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Big Game

Gorilla

Lone Wolf

Millennium

Primos

Rivers Edge

Summit

Treestand

Western

Other

Not sure


Cost of BOW STANDS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $4.99

$5.00 - $9.99

$10.00 - $19.99

$20.00 - $49.99

Over $50.00

Not sure


Avg. price of Bow Stands

Type of store where BOW STANDS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 126


*Brand of NOCKS purchased

Jan-Feb

2015

Bohning

Carbon Express

Clean Shot

Easton

Gold Tip

Lumenok/ Burt Coyote

Nockturnal

Nufletch

Red Hot

Saunders

Other

Not sure


*Cost of NOCKS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

Over $50.00

Not sure


Avg. price of Nocks

CONFIDENTIAL 127


*Type of store where NOCKS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


*Nocks is a new item in 2015

CONFIDENTIAL 128


Hand Loading Purchases

Over X of all dies purchased are either X or X brand.

X of reloading bullet boxes purchased are X brand, and X% of all primer boxes purchased is X.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 129


HAND LOADING ITEMS survey respondents reported buying:

Jan-Feb

2015 Jan-Feb

2014

Dies

Reloading components (brass shell cases, bullets, primers, powder, shot shell hulls or wads, shot)

Reloading tools

Presses

Bullet molds


Brand of PRESSES purchased

Jan-Feb

2015 Jan-Feb

2014

Dillon

Hornady

Lee Precision

Lyman

MEC

RCBS

Redding

Other

Not sure


CONFIDENTIAL 130


Cost of PRESSES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $100.99

$100.00 - $249.99

$250.00 - $499.99

$500.00 or more

Not sure


Avg. price of Presses

Type of store where PRESSES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 131


Brand of DIES purchased

Jan-Feb

2015 Jan-Feb

2014

Dillon

Hornady

Lee Precision

Lyman

MEC

RCBS

Redding

Other

Not sure


Cost of DIES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 or more

Not sure


Avg. price of Dies

*Price categories changed in 2015 Type of store where DIES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 132


Brand of RELOADING TOOLS and ACCESSORIES purchased

Jan-Feb

2015 Jan-Feb

2014 Format format

Cabela’s

Dillon

Federal

Forster

Hornady

Lee Precision

Lyman

MEC

RCBS

Redding

Other

Not sure


Cost of RELOADING TOOLS and ACCESSORIES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99 6.2% 5.1%

$6.00 - $9.99 15.5% 8.5%

$10.00 - $19.99 12.1% 16.8%

$20.00 - $29.99 16.9% 15.5%

$30.00 - $39.99 7.7% 18.1%

$40.00 - $49.99 2.8% 7.7%

$50.00 or more 29.4% 22.8%

Not sure 9.4% 5.5%

Number of purchases reported N=251 N=193

Avg. price of Reloading Tools $28.81 $30.99

Type of store where RELOADING TOOLS and ACCESSORIES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 133


RELOADING COMPONENTS survey respondents reported buying:

Jan-Feb

2015 Jan-Feb

2014

Brass shell cases

Bullets

Primers

Powder

Shot shell hulls

Shot shell wads

Shot (lead and other)

Other


CONFIDENTIAL 134


Brand of BRASS SHELL CASES purchased

Jan-Feb

2015 Jan-Feb

2014

Barnes

Black Hills Shooter Supply

Federal

Hornady

Lake City

Lapua

Magtech

Norma

Nosler

Previously Fired/Mixed

Prvi Partizan

Remington

Sierra

Starline

Weatherby

Winchester

Other

Not sure


Cost of BRASS SHELL CASES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Brass Shell Cases

CONFIDENTIAL 135


Type of store where BRASS SHELL CASES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


Number of RELOADING BULLET boxes purchased

Jan-Feb

2015 Jan-Feb

2014

1

2

3

4

5 or more

Total

CONFIDENTIAL 136


Brand, Cost, and Store for Reloading Bullets are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Brand of RELOADING BULLET purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Armscor

Barnes

Berger

Berrys

Black Hills Shooter Supply

Federal

Hornady

Lake City

Lapua

Magnus

Magtech

Midway

Missouri Bullet Company

Montana

Norma

Nosler

Oregon Trail

Precision

Rainer

Remington

S&S

Sierra

Speer

Starline

Swift

Winchester

X-Treme

Zero

Other

Not sure


CONFIDENTIAL 137


Cost of RELOADING BULLET purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Reloading Bullets

Type of store where RELOADING BULLET are purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 138


*Number of boxes of RELOADING PRIMER purchased

Jan-Feb

2015 Jan-Feb

2014

1

2

3

4

5

6

7

8

9

10+



Brand, Cost, and Store for Reloading Primers are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Brand of RELOADING PRIMER purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

CCI

Federal

Magtech

Remington

Winchester

Other

Not sure


Cost of RELOADING PRIMER purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Reloading Primer

CONFIDENTIAL 139


Type of store where RELOADING PRIMER are purchased (boxes)

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 140


Brand of RELOADING POWDER purchased

Jan-Feb

2015 Jan-Feb

2014

Accurate

Alliant

Hodgdon

IMR

Ramshot

Vhita Vouri

Winchester

Other

Not sure


Cost of RELOADING POWDER purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Reloading Powder

Type of store where RELOADING POWDER are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 141


Brand of SHOT SHELL HULL purchased

Jan-Feb

2015 Jan-Feb

2014

Ballistic

Cheddite

Federal

Fiocchi

Remington

Winchester

Other

Not sure


Cost of SHOT SHELL HULL purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Shot Shell Hulls

*Price categories changed in 2015 Type of store where SHOT SHELL HULL are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 142


Brand of SHOT SHELL WAD purchased

Jan-Feb

2015 Jan-Feb

2014

Ballistic

BlueBuster

BPI

Claybuster

Downranges

Duster

Federal

Remington

Winchester

Other

Not sure


Cost of SHOT SHELL WAD purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Shot Shell Wads

Type of store where SHOT SHELL WAD are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 143


Brand of SHOT purchased

Jan-Feb

2015 Jan-Feb

2014

BPI

Claybuster

Eagle

Federal

Homemade

Hornady

Lawrence

North West

Reclaimed

Remington

Star

Welder

West Coast

Western Powders

Winchester

Other

Not sure


Cost of SHOT purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Shot

CONFIDENTIAL 144


Type of store where SHOT are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 145


Brand of BULLET MOLDS purchased

Jan-Feb

2015 Jan-Feb

2014

Davide Pedersoli

Lee

Lyman

Other

Not sure


Cost of BULLET MOLDS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 or more

Not sure


Avg. price of Bullet Molds

Type of store where BULLET MOLDS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 146


Optics Purchases

Of all optics, nearly than X purchases were scopes, and of those most were for X rifles (X%).

X (X%) and X (X%) were the most popular scope brands.

Most scopes were purchased from X, and most scopes were purchased with the intent to X.

X and X are both popular binocular brand this time period with almost over X% of all binocular purchases each.

X is the most popular range finder, with over X% of all purchases.

Most X were purchased with the intent of being used for X.

Many optics products are purchased primarily through X.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 147


OPTICS ITEMS survey respondents reported buying:

Jan-Feb

2015 Jan-Feb

2014

Binoculars

Handheld laser rangefinders

Scope/Accessory mounts (rings and bases)

Scopes

Reflex/red dot sights

Laser sights

Boresighter

Red dot/tactical magnifier

Night vision/thermal imaging

Spotting scopes

Lens Covers


CONFIDENTIAL 148


Type of SCOPES purchased for

Jan-Feb

2015 Jan-Feb

2014

Traditional rifle

MSR rifle

Shotgun

Handgun

Muzzleloader

Air rifle/air gun

Other


Brand of SCOPES purchased

Jan-Feb

2015 Jan-Feb

2014

Aeon

AimPoint

Alpen

Banner

Barnett

Barska

Burris

Bushnell

Cabela’s

Center Point

Crickett/Keystone

EOTech

Excalibur

Hawke

Hi-Lux

Huskemaw

Konus

Leapers

Leupold

Millett

Mueller

NcStar

Nightforce

Nikon

Osprey

Pentax

Redfield

Redhead

Sightmark

Sightron

Simmons

CONFIDENTIAL 149


Swarovski

Swift

Tasco

Trijicon

TruGlo

Unertl

UTG

Vortex

Weaver

Yukon

Zeiss

Other

Not sure


Cost of SCOPES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1000.00 or more

Not sure


Avg. price of Scopes


CONFIDENTIAL 150


Type of store where SCOPES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used (from individual)

Website

Other

Not sure


*Primary purpose of SCOPES purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Gift

Other



CONFIDENTIAL 151


Brand of BINOCULARS purchased

Jan-Feb

2015 Jan-Feb

2014

Alpen

Barska

Bass Pro/RedHead

Brunton

Burris

Bushnell

Cabela’s

Emerson

Field & Stream

Konus

Leica

Leupold

Minox

Nikon

Pentax

Redfield

Sightron

Simmons

Steiner

Swarovski

Tasco

Vanguard

Vortex

Weaver

Zeiss

Zhumell

Other

Not sure


CONFIDENTIAL 152


Cost of BINOCULARS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1000.00 or more

Not sure


Avg. price of Binoculars

*Price categories changed in 2015 Type of store where BINOCULARS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


Primary purpose of BINOCULARS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Gift

Other


CONFIDENTIAL 153


Brand of SPOTTING SCOPES purchased

Jan-Feb

2015 Jan-Feb

2014

AIM

Alpen

Barska

BSA

Burris

Bushnell

Cabela’s

Celestron

Hawke

Konus

Kowa

Leupold

Meopta

Minox

NcSTAR

Nightforce

Nikon

Optolyth

Pentax

Redfield

Sightmark

Sightron

Simmons

Swarovski

Tasco

Vanguard

Vortex

Zeiss

Other

Not sure


CONFIDENTIAL 154


Cost of SPOTTING SCOPES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1,000.00 - $1,999.99

$2,000.00 - $2,999.99

$3,000.00 or more

Not sure


Avg. price of Spotting Scopes

*Price categories changed in 2015 Type of store where SPOTTING SCOPES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 155


Primary purpose of SPOTTING SCOPES purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual shooting


Self-defense

Collecting

Gift

Other


CONFIDENTIAL 156


Type of LASER RANGE FINDERS purchased

Jan-Feb

2015 Jan-Feb

2014

Binocular

Monocular


Brand of LASER RANGE FINDERS purchased

Jan-Feb

2015 Jan-Feb

2014

Bushnell

Gunwerks/G7

Laser Technology (LTI)

Leica

Leupold

Newcon

Nikon

Opti-Logic

Redfield

Simmons

Steiner

Swarovski

Vortex

Wildgame Innovations/Halo

Zeiss

Other

Not sure


CONFIDENTIAL 157


Cost of LASER RANGE FINDERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $74.99

$75.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300.00 - $349.99

$350.00 - $399.99

$400.00 - $499.99

$500.00 - $749.99

$750.00 to $999.99

$1,000.00 - $1,999.99

$2,000.00 - $2,999.99

$3,000 or more

Not sure


Avg. price of Range Finders

*Price categories changed in 2015 Type of store where LASER RANGE FINDERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 158


Primary purpose of LASER RANGE FINDERS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Gift

Other


CONFIDENTIAL 159


Type of REFLEX/RED DOT SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

Red Dot

Reflex

Other


Brand of REFLEX/RED DOT SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

Aimpoint

Barska

Bering Optics

Browning

BSA

Burris

Bushnell

EOTech

Leupold

NcSTAR

Redfield

Sightmark

Tasco

Trijicon

TruGlo

Ultra Dot

UTG/Leapers

Vortex

Williams

Other

Not sure


CONFIDENTIAL 160


Cost of REFLEX/RED DOT SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1000.00 or more

Not sure


Avg. price of Reflex/Red Dot Sights

Type of store where REFLEX/RED DOT SIGHTS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


Primary purpose of REFLEX/RED DOT SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Gift

Other


CONFIDENTIAL 161


Type of firearm LASER SIGHTS purchased for

Jan-Feb

2015 Jan-Feb

2014

Handgun

Traditional Rifle

MSR Rifle

Shotgun

Other

Air Rifle/ Air Gun


Brand of LASER SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

Aimpoint

Aimshot

ArmaLaser

Barska

Beamshot

BSA

Centerpoint

Crimson Trace

Firefield

LaserLyte

LaserMax

NcSTAR

Sightmark

Streamlight

TruGlo

UTG

Viridian

Other

Not sure


CONFIDENTIAL 162


Cost of LASER SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1000.00 or more

Not sure


Avg. price of Laser Sights

Type of store where LASER SIGHTS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


Primary purpose of LASER SIGHTS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Gift

Other


CONFIDENTIAL 163


Brand of BORE SIGHTERS purchased

Jan-Feb

2015 Jan-Feb

2014

AimShot

BSA

Burris

Bushnell

Cabela’s

Center Point

Firefield

Guide Gear

Laserlyte

LaserMax

Leica

Leupold

NCStar

Nikon

Osprey

Pine Ridge

Sight-rite

SightMark

Simmons

Site Lite

Swift

Tasco

TruGlo

Weaver

Wheeler

Other

Not sure


CONFIDENTIAL 164


Cost of BORE SIGHTERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 or more

Not sure


Avg. price of Bore Sighters

Type of store where BORE SIGHTERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 165


Type of firearm RED DOT/TACTICAL MAGNIFIERS purchased for

Jan-Feb

2015 Jan-Feb

2014

MSR rifle

Traditional Rifle

Handgun

Shotgun

Other


Brand of RED DOT/TACTICAL MAGNIFIERS purchased

Jan-Feb

2015 Jan-Feb

2014

Aimpoint

Barska

Burris

EO Tech

Firefield

Leapers/UTG

NcSTAR

Sightmark

Vortex

Other

Not sure


CONFIDENTIAL 166


Cost of RED DOT/TACTICAL MAGNIFIERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 or more

Not sure


Avg. price of Magnifiers

Type of store where RED DOT/TACTICAL MAGNIFIERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


Primary purpose of RED DOT/TACTICAL MAGNIFIERS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Gift

Other


CONFIDENTIAL 167


Cost of LENS COVERS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1,000.00 - $1,999.99

$2,000.00 - $2,999.99

$3,000.00 or more

Not sure


Avg. price of Lens Covers

*Price categories changed in 2015 Type of store where LENS COVERS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog

Used

Website

Other

Not sure


CONFIDENTIAL 168


*Type of firearm SCOPE MOUNTS purchased for

Jan-Feb

2015 Jan-Feb

2014

Traditional rifle

MSR rifle

Shotgun

Handgun

Muzzleloader

Air rifle/air gun

Other


*New table added in 2015 *Type of SCOPE MOUNTS purchased

Jan-Feb

2015 Jan-Feb

2014

Scope mount

Light/laser mount

Accessory mount



CONFIDENTIAL 169


Brand of SCOPE MOUNTS purchased

Jan-Feb

2015 Jan-Feb

2014

Aimpoint

Aimtech

ARMS

B Square

BKL

Blackhawk

Burris

DNZ Products

Excalibur

Gamo

LaRue

Leupold

Marlin

Millett

NcStar

Nikon

Redfield

RWS

Talley

TAPCO

Truglo

Warne

Weaver

Wheeler Engineering

Yankee Hill

Other

Not sure


CONFIDENTIAL 170


Cost of SCOPE MOUNTS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $1.99

$2.00 - $3.99

$4.00 - $5.99

$6.00 - $7.99

$8.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $24.99

$25.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$200.00 - $249.99

$250.00 - $299.99

$300 or more

Not sure


Avg. price of Scope Mounts

*In 2014, 31.9% of respondents answered $50.00 or more Type of store where SCOPE MOUNTS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 171


*Primary purpose of SCOPE MOUNTS purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Gift

Other



CONFIDENTIAL 172


*Type of NIGHT VISION/THERMAL IMAGING purchased

Jan-Feb

2015 Jan-Feb

2014

Monocular/Binocular

Scope

Goggles

Other


*New table added in 2015 Brand of NIGHT VISION/THERMAL IMAGING purchased

Jan-Feb

2015 Jan-Feb

2014

Armasight

ATN

Bering Optics

Bushnell

Carson

EOtech

FLIR

iGen

ITT

Morovision

Night Owl

Nights Optics

OPMOD

Pulsar

Sightmark

Yukon

Other

Not sure


CONFIDENTIAL 173


Cost of NIGHT VISION/THERMAL IMAGING purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - 599.99

$600.00 - $699.99

$700.00 - $799.99

$800.00 - $899.99

$900.00 - $999.99

$1000.00 - $1499.99

$1500.00 - $1999.99

$2000.00 - $2499.99

$2500.00 or more

Not sure


Avg. price of Nightvision/Thermal Imaging

Type of store where NIGHT VISION/THERMAL IMAGING are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 174


*Primary purpose of NIGHT VISION/THERMAL IMAGING purchased

Jan-Feb

2015 Jan-Feb

2014

Hunting

Casual Shooting


Self-Defense

Gift

Other



CONFIDENTIAL 175


Hunting Apparel Purchases

X are the most popular purchased clothing item this winter with X% of all purchasers.

X and X are the most popular camouflage pattern brands.

X and X are the most popular manufacturer brand of camouflage clothing.

X and X are the most popular store type for most hunting apparel items.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 176


HUNTING APPAREL ITEMS survey respondents reported buying:

Jan-Feb

2015 Jan-Feb

2014

Shirts

Pants/bibs/overalls

Jackets/coats

Vests

Boots

Head Gear

Gloves

Undergarments or thermal underwear

Coveralls

Hunting Socks

Waders

Backpack/waist pack/duffle


*These apparel items were combined in 2014

CONFIDENTIAL 177


*Was this a blaze orange or camouflage SHIRT?

Jan-Feb

2015 Jan-Feb

2014

Blaze orange

Camouflage pattern

Neither


*New table added in 2015 *Camouflage pattern brand of SHIRTS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Cabela’s brand

CamoWest

Delta

Farmland

Kings

Kryptek

Mossy Oak

MultiCam

Naked North

Natural Gear

OptiFade/W L Gore

Predator

Realtree

True Timber

Vertigo

Other

Not sure



CONFIDENTIAL 178


*Brand of SHIRTS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Bass Pro/Redhead

Boyt

Browning

Buckmasters

Cabela’s

CamoWest

Columbia

Delta

Duluth

Farmland

Filson

Game Winner

Gamehide

Gander Mountain

Kings

Kryptek

L L Bean

Mossy Oak

MultiCam

Naked North

Natural Gear

Orvis

Predator

Primos

Remington

Scent Blocker

Scent Lock

Sitka

True Timber

Under Armour

Vertigo

Walls

Other

Not sure



CONFIDENTIAL 179


*Cost of SHIRTS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Shirts

*New table added in 2015 *Type of store where SHIRTS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 180


*Were these blaze orange or camouflage HUNTING PANTS/BIBS/OVERALLS?

Jan-Feb

2015 Jan-Feb

2014

Blaze orange

Camouflage pattern

Neither


*New table added in 2015 *Camouflage pattern brand of HUNTING PANTS/BIBS/OVERALLS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Cabela’s brand

CamoWest

Delta

Farmland

Kings

Kryptek

Mossy Oak

MultiCam

Naked North

Natural Gear

OptiFade/W L Gore

Predator

Realtree

True Timber

Vertigo

Other

Not sure



CONFIDENTIAL 181


*Brand of HUNTING PANTS/BIBS/OVERALLS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Bass Pro/Redhead

Boyt

Browning

Buckmasters

Cabela’s

CamoWest

Columbia

Delta

Duluth

Farmland

Filson

Game Winner

Gamehide

Gander Mountain

Kings

Kryptek

L L Bean

Mossy Oak

MultiCam

Naked North

Natural Gear

Orvis

Predator

Primos

Remington

Scent Blocker

Scent Lock

Sitka

True Timber

Under Armour

Vertigo

Walls

Other

Not sure



CONFIDENTIAL 182


*Cost of HUNTING PANTS/BIBS/OVERALLS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $39.99

$40.00 - $59.99

$60.00 - $79.99

$80.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 or more

Not sure


Avg. price of Pants

*New table added in 2015 *Type of store where HUNTING PANTS/BIBS/OVERALLS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 183


*Was this a blaze orange or camouflage JACKET?

Jan-Feb

2015 Jan-Feb

2014

Blaze orange

Camouflage pattern

Neither


*New table added in 2015 *Camouflage pattern brand of JACKETS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Cabela’s brand

CamoWest

Delta

Farmland

Kings

Kryptek

Mossy Oak

MultiCam

Naked North

Natural Gear

OptiFade/W L Gore

Predator

Realtree

True Timber

Vertigo

Other

Not sure



CONFIDENTIAL 184


*Brand of JACKETS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Bass Pro/Redhead

Boyt

Browning

Buckmasters

Cabela’s

CamoWest

Columbia

Delta

Duluth

Farmland

Filson

Game Winner

Gamehide

Gander Mountain

Kings

Kryptek

L L Bean

Mossy Oak

MultiCam

Naked North

Natural Gear

Orvis

Predator

Primos

Remington

Scent Blocker

Scent Lock

Sitka

True Timber

Under Armour

Vertigo

Walls

Other

Not sure



CONFIDENTIAL 185


*Cost of JACKETS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 or more

Not sure


Avg. price of Jackets

*New table added in 2015 *Type of store where JACKETS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 186


*Was this a blaze orange or camouflage VEST?

Jan-Feb

2015 Jan-Feb

2014

Blaze orange

Camouflage pattern

Neither


*New table added in 2015 *Camouflage pattern brand of VESTS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Cabela’s brand

CamoWest

Delta

Farmland

Kings

Kryptek

Mossy Oak

MultiCam

Naked North

Natural Gear

OptiFade/W L Gore

Predator

Realtree

True Timber

Vertigo

Other

Not sure



CONFIDENTIAL 187


Brand of VESTS purchased

Jan-Feb

2015 Jan-Feb

2014

5.11

Ameristep

Badlands

Bass Pro/Redhead

Boyt

Browning

Buckmasters

Cabela’s

CamoWest

Columbia

Delta

Duluth

Farmland

Filson

Game Winner

Gamehide

Gander Mountain

Kings

Kryptek

L L Bean

Mossy Oak

MultiCam

Naked North

Natural Gear

Orvis

Predator

Primos

Remington

Scent Blocker

Scentlok

Sitka

True Timber

Under Armour

Vertigo

Walls

Other

Not sure


CONFIDENTIAL 188


Cost of VESTS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Vests

Type of store where VESTS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 189


*Was this blaze orange or camouflage HEADGEAR?

Jan-Feb

2015 Jan-Feb

2014

Blaze orange

Camouflage pattern

Neither


*New table added in 2015 *Camouflage pattern brand of HEADGEAR purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Cabela’s brand

CamoWest

Delta

Farmland

Kings

Kryptek

Mossy Oak

MultiCam

Naked North

Natural Gear

Predator

Realtree

True Timber

Vertigo

OptiFade/W L Gore

Other

Not sure



CONFIDENTIAL 190


Brand of HEADGEAR purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Bass Pro/Redhead

Boyt

Browning

Buckmasters

Cabela’s

CamoWest

Columbia

Delta

Duluth

Farmland

Filson

Game Winner

Gamehide

Gander Mountain

Kings

Kryptek

L L Bean

Mossy Oak

MultiCam

Naked North

Natural Gear

Orvis

Predator

Primos

Remington

Scent Blocker

Scentlok

Sitka

True Timber

Under Armour

Vertigo

Walls

Other

Not sure


CONFIDENTIAL 191


Cost of HEADGEAR purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Headgear

*Price categories changed in 2015 Type of store where HEADGEAR are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


*Were these blaze orange or camouflage COVERALLS?

Jan-Feb

2015 Jan-Feb

2014

Blaze orange

Camouflage pattern

Neither



CONFIDENTIAL 192


*Brand of COVERALLS purchased

Jan-Feb

2015 Jan-Feb

2014

Ameristep

Badlands

Bass Pro/Redhead

Boyt

Browning

Buckmasters

Cabela’s

CamoWest

Columbia

Delta

Duluth

Farmland

Filson

Game Winner

Gamehide

Gander Mountain

Kings

Kryptek

L L Bean

Mossy Oak

MultiCam

Naked North

Natural Gear

Orvis

Predator

Primos

Remington

Scent Blocker

Scentlok

Sitka

True Timber

Under Armour

Vertigo

Walls

Other

Not sure



CONFIDENTIAL 193


Cost of COVERALLS purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $49.99

$50.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $249.99

$250.00 or more

Not sure


Avg. price of Coveralls

*Price categories changed in 2015 Type of store where COVERALLS are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 194


Cost of GLOVES purchased

Jan-Feb

2015 Jan-Feb

2014

$0.00 - $19.99

$20.00 - $39.99

$40.00 - $59.99

$60.00 - $79.99

$80.00 - $99.99

$100.00 or more

Not sure


Avg. price of Gloves

*Price categories changed in 2015 Type of store where GLOVES are purchased

Jan-Feb

2015 Jan-Feb

2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 195


Brand of BOOTS purchased

Jan-Feb

2015 Jan-Feb

2014

Bogs

Brahma

Browning

Cabela’s

Columbia

Dan Post

Danner

Field & Stream

Game Winner

Golden Retriever

Guide Gear

Herman Survivors

Irish Setter

ITASCA

Justin

Keen

Kenetrek

Lacrosse

LL Bean

Magnum

Merrell

Muck

Red Wing

Redhead

Rocky

Scent Blocker

Timberland

Under Armour

Wolverine

Other

Not sure


CONFIDENTIAL 196


Cost of BOOTS purchased

Jan-Feb 2015

Jan-Feb 2014

$0 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300.00 - $349.99

$350.00 - $399.99

$400.00 - $449.99

$450.00 - $499.99

Over $500.00

Not sure


Avg. price of Boots

*Price categories changed in 2015 Type of store where BOOTS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 197


*Type of BACKPACKS/WAIST PACKS/DUFFLES purchased

Jan-Feb 2015

Jan-Feb 2014

Backpack

Waist pack

Duffle

Other


*New table added in 2015 Brand of BACKPACKS/WAIST PACKS/DUFFLES purchased

Jan-Feb 2015

Jan-Feb 2014

Alps

Avery

Badlands

Blacks Creek

Browning

Cabela’s

CamelBak

Eberlestock

Fieldline

Game Guard

Horn Hunter

Hunters Specialties

Osprey

R E I brand

RedHead/Bass Pro

Sitka

Timber Ridge

Trekker

Under Armour

Other

Not sure


CONFIDENTIAL 198


Cost of BACKPACKS/WAIST PACKS/DUFFLES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Hunting Backpacks

Type of store where BACKPACKS/WAIST PACKS/DUFFLES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 199


Hunting Gear and Supplies Purchases

X decoys are the most purchased type of decoy this time period with over X of all decoy purchases.

X (X%) and X (X%) are the most popular hunting knife styles.

X% of all tree stands purchased are X brand.

More than X% of blinds purchased are X blinds.

X (X%) and X (X%) are the most popular trail cameras this period.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 200


HUNTING GEAR AND SUPPLIES survey respondents reported buying:

Jan-Feb 2015

Jan-Feb 2014

Game calls

Decoys

GPS device

Two-way radio

Food plot seed

Game cleaning supplies

Game feeder

Game feed

Lure scent

Odor eliminator

Cover scent

Tree stands, ladders, towers

Hunting knives/multitools

Blinds

Trail cameras/Game cameras

Game coolers (specialized for meat/game)

Lighting


CONFIDENTIAL 201


Type of DECOYS purchased

Jan-Feb 2015

Jan-Feb 2014

Waterfowl

Turkey

Upland game (including crow)

Big game

Small game

Predator

Other


CONFIDENTIAL 202


Brand of DECOYS purchased

Jan-Feb 2015

Jan-Feb 2014

Avery

Bass Pro Shops/Redhead

Big Foot

Cabela’s

Carry-Lite

Dakota

Edge

Featherlite

Final Approach

Flambeau

Flextone

Greenhead

Hard Core

Higdon

Hunters Specialties

Mojo

Montana

Primos

Renzo

Zink

Other

Not sure


CONFIDENTIAL 203


Cost of DECOYS purchased

Jan-Feb 2015

Jan-Feb 2014

$0 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $149.99

$150.00 or more

Not sure


Avg. price of Decoys

*Price categories changed in 2015 Type of store where DECOYS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 204


Type of GAME CALLS purchased

Jan-Feb 2015

Jan-Feb 2014

Waterfowl

Upland game (including crow)

Turkey

Big game

Small game

Predator

Accessories (Lanyard, reeds, replacement parts)

Other


Digital or manual GAME CALLS purchased

Jan-Feb 2015

Jan-Feb 2014

Digital/Electronic

Manual


CONFIDENTIAL 205


Brand of GAME CALLS purchased

Jan-Feb 2015

Jan-Feb 2014

Big River

Buck Gardner

Carlton

Cass Creek

Custom/Handmade

Down N Dirty

Duck Commander

E L K , Inc

Echo

Expedite

Extreme Dimension

Faulks

Flextone

Foiles

Fox Pro

Gooserbat

H S Strut

Haydel

Hunters Specialties

ICOtech

Illusions

Johnny Stewart

Knight & Hale

Lohman

Lynch

MAD

Nature’s Voice

Primos

Quaker Boy

Redhead

Rich n Tone

Sean Mann

Tim Grounds

Toxic

Western Rivers

Woodhaven

Zink

Other

Not sure


CONFIDENTIAL 206


Cost of GAME CALLS purchased

Jan-Feb 2015

Jan-Feb 2014

$0 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

Over $500.00

Not sure


Avg. price of Game Calls

*Price categories changed in 2015 Type of store where GAME CALLS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 207


*Brand of GPS DEVICE purchased

Jan-Feb 2015

Jan-Feb 2014

Apisphere

Cobra

Garmin

Lowrance

Magellan (including Explorist)

Motorola

Navman

Oregon Scientific

Panasonic

Summit

TomTom

Other

Not sure


*Table changed in 2015 *Cost of GPS DEVICE purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $44.99

$45.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 or more

Not sure


Avg. price of GPS Devices

*Table changed in 2015

CONFIDENTIAL 208


*Type of store where GPS DEVICE are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


*Table changed in 2015

CONFIDENTIAL 209


Brand of TWO-WAY RADIO purchased

Jan-Feb 2015

Jan-Feb 2014

Bushnell

Cabela’s

Cobra

Garmin

Kenwood

Lowrance

Midland

Motorola

Oregon Scientific

Uniden

Other

Not sure


Cost of TWO-WAY RADIO purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $44.99

$45.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 or more

Not sure


Avg. price of Two-Way Radios


CONFIDENTIAL 210


Type of store where TWO-WAY RADIO are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 211


Type of LIGHTING purchased

Jan-Feb 2015

Jan-Feb 2014

Flashlight

Headlamp

Lantern

Other lighting device


Brand of LIGHTING purchased

Jan-Feb 2015

Jan-Feb 2014

5.11

Black & Decker

Black Diamond

Brinkman

Browning

Cabela’s

Coast

Dorcy

Energizer

EverReady

Fenix

Gander Mountain

Gerber

Insight

Kill Light

LED Lenser

MagLite

Monster

NEBO

Olight

Orion

Pelican

Petzi

Primos

Rayovac

Redline

Remington

Stanley

Streamlight

Sure Fire

TerraLux

Ultrafire

Vector

Other

CONFIDENTIAL 212


Not sure


Cost of LIGHTING purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $5.99

$6.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200 or more

Not sure


Avg. price of Lighting

*In 2014, 20.0% of respondents answered $50.00 or more Type of store where LIGHTING are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 213


Type of GAME FEEDERS purchased

Jan-Feb 2015

Jan-Feb 2014

Standing Feeder

Hanging Feeder

Timer (Kit or Parts)

Accessories

Not sure


Brand of GAME FEEDERS purchased

Jan-Feb 2015

Jan-Feb 2014

American Hunter/Feeder Max

Big Game Feeder

Boss Buck

Gander Mountain

Moultrie

On Time

Primos

Wildgame Innovations

Wildview

Other

Not sure


CONFIDENTIAL 214


Cost of GAME FEEDERS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $200.00

$200.00 - $299.00

$300.00 - $399.99

$400.00 - $499.99

$500.00 are more

Not sure


Avg. price of Game Feeders

*Price categories changed in 2015 Type of store where GAME FEEDERS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 215


Type of GAME FEED purchased

Jan-Feb 2015

Jan-Feb 2014

Mass (Corn, Soybean, etc.)

Blocks/Mineral licks

Liquid

Powder

Pellets

Other


Brand of GAME FEED purchased

Jan-Feb 2015

Jan-Feb 2014

Acorn Rage

Antler King

Big & J

Buck Jam

CMere Deer

Deer Cane

Evolved Habitats

Evolved Harvest

Hog Wild

Hunters Specialties

Imperial Whitetail

Mar-Vo Minerals

Mossy Oak

Primos

Rack Up Feed

RedHead/Bass Pro

Sportsmans Choice

Trophy Rack Nuggets

Whitetail Institute


Other

Not sure


CONFIDENTIAL 216


Cost of GAME FEED purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $24.99

$25.00 - $49.99

$50.00 or more

Not sure


Avg. price of Game Feed

*Price categories changed in 2015 Type of store where GAME FEED are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 217


Brand of FOOD PLOT SEED purchased

Jan-Feb 2015

Jan-Feb 2014

Antler King

Cabela’s

Custom Blend

Deer Creek Seed

Evolved Harvest

Frigid Forage

Hunters Speciality

L B Wannamaker

Local Store Seed

Mossy Oak Biologic

Outfitters Choice

Plot Spike

Saddle Pro

Tecomate

Whitetail Institute

Wild Game Innovations

Other

Not sure


Cost of FOOD PLOT SEED purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $24.99

$25.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Food Plot Seed


CONFIDENTIAL 218


Type of store where FOOD PLOT SEED are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


Cost of GAME CLEANING SUPPLIES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $24.99

$25.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Game Cleaning Supplies


CONFIDENTIAL 219


Type of store where GAME CLEANING SUPPLIES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 220


*Type of KNIVES purchased

Jan-Feb 2015

Jan-Feb 2014

Fixed blade

Folding

Pocket knife

Multi-tool


*New table added in 2015 Brand of KNIVES purchased

Jan-Feb 2015

Jan-Feb 2014

Al Mar

Bark River

Bass Pro Shops / Redhead

Benchmade

Broker

Browning

Buck

Cabela’s

Camillus

Case

Cold Steel

Columbia River/CRKT

Condor

Custom made

Cutco

Elk Ridge

Frost

CONFIDENTIAL 221


Gerber

Havalon

K-Bar

Kershaw

Kimber

Knives of Alaska

Leatherman

Lone Wolf

Mora

Mossy Oak

Outdoor Edge

Puma

Randall

Rapala

Remington

Schrade

Smith & Wesson

SOG

SpyderCO

Swiss Army

United Cutlery

Western

Winchester

Other

Not sure


CONFIDENTIAL 222


Cost of KNIVES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Hunting Knives/Multi-tools

Type of store where KNIVES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 223


Brand of COVER SCENTS purchased

Jan-Feb 2015

Jan-Feb 2014

BuckStop

Code Blue

Prime Time (Hunter Specialties Brand)

Scent Shield

Tinks

Wildlife Research Center

Other

Not sure


Cost of COVER SCENTS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $1.99

$2.00 - $3.99

$4.00 - $5.99

$6.00 - $7.99

$8.00 - $9.99

$10.00 - $11.99

$12.00 - $13.99

$14.00 - $15.99

$16.00 - $17.99

$18.00 - $19.99

$20.00 or more

Not sure


Avg. price of Cover Scents

Type of store where COVER SCENTS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 224


Brand of LURE SCENT purchased

Jan-Feb 2015

Jan-Feb 2014

Buck Bomb

Buck Magic

BuckStop

Code Blue

ConQuest/Border Crossing Scents

Harmons

Prime Time (Hunter Specialties Brand)

Scent Shield

Smokeys

Tinks


Wildlife Research Center

Other

Not sure


Cost of LURE SCENT purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $1.99

$2.00 - $3.99

$4.00 - $5.99

$6.00 - $7.99

$8.00 - $9.99

$10.00 - $11.99

$12.00 - $13.99

$14.00 - $15.99

$16.00 - $17.99

$18.00 - $19.99

$20.00 or more

Not sure


Avg. price of Lure Scents

CONFIDENTIAL 225


Type of store where LURE SCENT are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 226


Brand of ODOR ELIMINATORS purchased

Jan-Feb 2015

Jan-Feb 2014

Dead Downwind

Ozonics

Primo Silver

Scent Killer (Wildlife Research Center)

Scent Shield

Scent-A-Way (Hunter Specialties Brand)

Tinks

Other

Not sure


Cost of ODOR ELIMINATORS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $1.99

$2.00 - $3.99

$4.00 - $5.99

$6.00 - $7.99

$8.00 - $9.99

$10.00 - $11.99

$12.00 - $13.99

$14.00 - $15.99

$16.00 - $17.99

$18.00 - $19.99

$20.00 - $49.99

$50.00 - $99.99

$100.00 - $299.99

$300.00 - $499.99

Over $500.00

Not sure


Avg. price of Odor Eliminators


CONFIDENTIAL 227


Type of store where ODOR ELIMINATORS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 228


Type of TREE STANDS, LADDERS, or TOWERS purchased

Jan-Feb 2015

Jan-Feb 2014

Hang-on

Climbing

Ladder stands

Tripod stands

Tower/Box stand

Ladder and steps

Harnesses and Accessories (gear holders/hooks, etc.)

Other


*Hang-on stands are a new option in 2015.

CONFIDENTIAL 229


Brand of TREE STANDS, LADDERS, or TOWERS purchased

Jan-Feb 2015

Jan-Feb 2014

Advanced Game Technologies

Ambush

Ameristep

API Grand Slam

Big Dog

Big Game

Comfort Zone

Cougar

Deer River

Dicks Sporting Goods brand

Field & Stream

Gander Mountain

Gorilla

Guide Gear

Hunters Specialty

Lone Wolf

Millenium

Muddy

Ol Man Outdoors

Primos

Realtree

Remington

Rivers Edge

Sniper

Strong Built

Summit

Trekker

Vanguard

Other

Not sure


CONFIDENTIAL 230


Cost of TREE STANDS, LADDERS, or TOWERS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $249.99

$250.00 - $499.99

$500.00 or more

Not sure


Avg. price of Tree Stands

*Price categories changed in 2015 Type of store where TREE STANDS, LADDERS, or TOWERS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 231


Type of BLINDS purchased

Jan-Feb 2015

Jan-Feb 2014

Ground blind

Layout/waterfowl blind

Box blind

Blind material (burlap, cloth, netting, etc)

Blind accessories (stakes, bow holder, lights, etc)

Other


CONFIDENTIAL 232


Brand of BLINDS purchased

Jan-Feb 2015

Jan-Feb 2014

Allen Company

Ameristep

Avery

Barronett

Big Game Treestand

Cabela’s

Camo Flex

Final Approach

Ghostblind

Guide Gear

Hunters Specialty

KillZone

Primos

Rhino

RigEm Right

Sports Afield

Timber Ridge

Trekker

Vista

Wildfowler Outfitter

Other

Not sure


CONFIDENTIAL 233


Cost of BLINDS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $44.99

$45.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 or more

Not sure


Avg. price of Blinds

*Price categories changed in 2015 Type of store where BLINDS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 234


Number of TRAIL CAMERAS purchased

Jan-Feb 2015

Jan-Feb 2014

1

2

3

4

5

More than 5


Brand, Cost, and Store for Trail Cameras are presented as a market share by individual trail cameras purchased. See Methods section on Market Share by Quantity Purchased for more information. Brand of TRAIL CAMERAS purchased

Jan-Feb 2015

Jan-Feb 2014

Browning

BuckEye

Bushnell

Cabela’s

Covert

Cuddeback

Guide Gear

Hunten Outdoors

Leupold

Lil Acorn

Moultrie

Pine Ridge

Plot Watcher

Primos

Recon

Reconyx

Remington

SpyPoint

Stealth

Tasco


Wildview

Other

Not sure


CONFIDENTIAL 235


Cost of TRAIL CAMERAS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 - $249.99

$250.00 - $399.99

$400.00 or more

Not sure


Avg. price of Trail Cameras

*Price categories changed in 2015 Type of store where TRAIL CAMERAS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 236


*Brand of GAME COOLER purchased

Jan-Feb 2015

Jan-Feb 2014

Big Game Treestands

Brute

Coleman

Drake

Engel

Esky

Grizzly

Hunt Valley

Icey-Tek

Igloo

Moeller

Mossy Oak

Orca

Pelican

RedHead

Rubbermaid

Stanley

Yeti

Yukon

Other

Not sure


*Game coolers is a new item added in 2015

CONFIDENTIAL 237


*Cost of GAME COOLER purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $29.99

$30.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 -$124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300.00 - $349.99

$350.00 -$399.99

$400.00 - $449.99

$450.00 -$499.99

$500.00 or more

Not sure


Avg. price of Game Coolers

*Game coolers is a new item added in 2015 *Type of store where GAME COOLER are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


*Game coolers is a new item added in 2015

CONFIDENTIAL 238


Shooting Gear and Supplies Purchases

X is the most popular bench/rest with X% of the market in January and February 2015.

X are the most purchased shooting gear/accessory.

Most X is purchased at mass merchants.

X are primarily purchased online.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 239


SHOOTING GEAR AND SUPPLIES survey respondents reported buying:

Jan-Feb 2015

Jan-Feb 2014

Ear protection

Shooting glasses

Clays/clay pigeons

Targets

Traps/target throwing

Holsters/ammo belts

Benches and rests

Miscellaneous (insect repellant, hand warmers, etc )


*New breakouts in 2015

CONFIDENTIAL 240


Brand of BENCHES AND RESTS purchased

Jan-Feb 2015

Jan-Feb 2014

Allen

Benchmaster

Cabela’s

Caldwell

Do-All

Harris

Hoppes

Hyskore

Lead Sled

MTM

Protektor

RCBS

Remington

San Angelo

Shooters Ridge

Sinclair

Uncle Buds

Vanguard

Versa-Pod

Winchester

Other

Not sure


Cost of BENCHES AND RESTS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Benches and Rests


CONFIDENTIAL 241


Type of store where BENCHES AND RESTS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 242


Brand of TARGETS purchased

Jan-Feb 2015

Jan-Feb 2014

Action

Allen

Birchwood Casey(Other than Shoot-N-C)

Caldwell

Champion

Daisy

EZ target

Gamo

Hoppes

Kleen-Bore

Primos

Rinehart

Shoot-N-C

TargDots

Thompson

Other

Not sure


Cost of TARGETS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $1.99

$2.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $99.99

$100.00 - $249.99

$250.00 - $499.99

$500.00 or more

Not sure


Avg. price of Targets


CONFIDENTIAL 243


Type of store where TARGETS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 244


*Brand of EAR PROTECTION purchased

Jan-Feb 2015

Jan-Feb 2014

3M

Allen


Beretta

Browning

Caldwell

Champion

Decot

EAR

Howard Leight

Midway USA

Oakley

Peltor

PROEAR

Radian

Randolph

Remington

Sport Ear

Surefire

Walker

Wiley X

Winchester

Other

Not sure


*New table added in 2015 *Cost of EAR PROTECTION purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Ear Protection


CONFIDENTIAL 245


*Type of store where EAR PROTECTION are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 246


*Brand of SHOOTING GLASSES purchased

Jan-Feb 2015

Jan-Feb 2014

3 M

Allen


Beretta

Browning

Caldwell

Champion

Decot

EAR

Howard Leight

Midway USA

Oakley

Peltor

PROEAR

Radian

Randolph

Remington

Sport Ear

Surefire

Walker

Wiley X

Winchester

Other

Not sure


*New table added in 2015 *Cost of SHOOTING GLASSES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Shooting Glasses


CONFIDENTIAL 247


*Type of store where SHOOTING GLASSES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 248


Number of boxes of SHOOTING CLAYS purchased

Jan-Feb 2015

Jan-Feb 2014

1 box

2 boxes

3 boxes

4 boxes

5 or more boxes


Brand, Cost, and Store for Shooting Clays are presented as a market share by boxes purchased. See Methods section on Market Share by Quantity Purchased for more information. Brand of SHOOTING CLAYS purchased (boxes)

Jan-Feb 2015

Jan-Feb 2014

Champion

Midwest

Northwest

Remington

White Flyer

Other

Not sure


Cost of SHOOTING CLAYS purchased (boxes)

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 or more

Not sure


Avg. price of Clays/Clay Pigeons


CONFIDENTIAL 249


Type of store where SHOOTING CLAYS are purchased (boxes)

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 250


Brand of TARGET THROWING DEVICES purchased

Jan-Feb 2015

Jan-Feb 2014

Champion

Clay Master

Do-All

Hoppes

Laporte

Range Maxx

Remington

Sportrap

Trius

Western Traps

Winchester

Other

Not sure


Cost of TARGET THROWING DEVICES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $49.99

$50.00 - $99.99

$100.00 - $199.99

$200.00 - $399.99

$400.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1000.00 or more

Not sure


Avg. price of Target Throwing Devices


CONFIDENTIAL 251


Type of store where TARGET THROWING DEVICES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 252


Brand of HOLSTER/AMMUNITION BELTS purchased

Jan-Feb 2015

Jan-Feb 2014

Barsony

Bianchi

Big Daddy

Blackhawk

Blade-Tech

Bob Allen

Bulldog

Comp-Tac

Crossbreed

DeSantis Leather

Don Hume

Fobus

Foxx

Galco

Garrett

Hunter Company

IMI

Kirkpatrick

N82 Tactical

Old Faithful

Raven concealment

Remora

Ross Leather

Ruger

Safariland

Soft Armor

Tagua

Triple-K

Uncle Mikes

Versacarry

Other

Not sure


CONFIDENTIAL 253


Cost of HOLSTER/AMMUNITION BELTS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 - $44.99

$45.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 or more

Not sure


Avg. price of Holsters/Ammunition Belts

*Price categories changed in 2015 Type of store where HOLSTER/AMMUNITION BELTS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 254


Firearm Storage and Cleaning Purchases

In this category, X are the most purchased item.

Over X of all gun cases are X cases.

X is the most popular gun safe brand (X%) with X a close second (X%).


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 255


FIREARM STORAGE AND CLEANING ITEMS survey respondents reported buying:

Jan-Feb 2015

Jan-Feb 2014

Gun case or sleeve

Gun cleaning supplies

Gun safes


Type of GUN CASES/SLEEVES purchased

Jan-Feb 2015

Jan-Feb 2014

Hard sided case

Soft sided case

Other


CONFIDENTIAL 256


Brand of GUN CASES/SLEEVES purchased

Jan-Feb 2015

Jan-Feb 2014

5.11

Ace

Allen

Armortek


Beretta

Black Hawk

Bore Stores

Boyt

Browning

Bulldog

Cabela’s

Doskocil

Drake

Elite

Flambeau

Gander Mountain

Kolpin

Midway

Pelican

Plano (including GunGuard)

Remington

Ruger

SKB

Uncle Mike

UTG

Voodoo

Winchester

Other

Not sure


CONFIDENTIAL 257


Cost of GUN CASES/SLEEVES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $249.99

$250.00 - $499.99

$500.00 or more

Not sure


Avg. price of Gun Cases/Sleeves

Type of store where GUN CASES/SLEEVES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 258


Brand of GUN CLEANING SUPPLIES purchased

Jan-Feb 2015

Jan-Feb 2014

Ballistol

Barnes

Birchwood Casey

Blue Wonder

Bore Snake

Bore Tech

Break Free

Brownells

Butchs

Cabela’s brand

Dewey

Frog Lube

Gunslick

Gunzilla

Hoppes

Kleen-Bore

Kroil

M-pro 7

Montana X-treme

Otis

Outers

Pro Shot

Rem Oil

Remington

Shooters Choice

Sinclair

Slip 2000 EWL

Tetra

Tipton

Winchester

Other

Not sure


CONFIDENTIAL 259


Cost of GUN CLEANING SUPPLIES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $1.99

$2.00 - $3.99

$4.00 - $5.99

$6.00 - $7.99

$8.00 - $9.99

$10.00 - $11.99

$12.00 - $14.99

$15.00 - $19.99

$20.00 - $24.99

$25.00 - $29.99

$30.00 - $34.99

$35.00 - $39.99

$40.00 or more

Not sure


Avg. price of Gun Cleaning Supplies

Type of store where GUN CLEANING SUPPLIES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 260


Brand of GUN SAFES purchased

Jan-Feb 2015

Jan-Feb 2014

AMSEC


Bighorn

Browning

Cabela’s

Cannon

Field & Stream

Gun Vault

Liberty

Patriot

Remington

Sentinel

Sentry

Stack-on

Winchester

Other

Not sure


Cost of GUN SAFES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1000.00 or more

Not sure


Avg. price of Gun Safes

CONFIDENTIAL 261


Type of store where GUN SAFES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 262


Firearm Parts & Accessories Purchases

X are the most purchased firearm parts/accessories item with over X% of purchasers.

X is the most popular magazine brand.

X is the most popular bipod/shooting stick brand (X%).

Most firearm parts/accessories are purchased as X, rather than X.


2015 Jan-Feb

2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older


Male

Female

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more

Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 263


FIREARM PARTS & ACCESSORIES survey respondents reported buying:

Jan-Feb 2015

Jan-Feb 2014

Barrels

Bipod

Bolts/carriers/bolt parts

Caliber conversion kits

Grips (pistol and forward) and buttstocks

Hand guard

Lower/upper receiver

Magazines

Muzzle devices (suppressors)

Slings

Recoil reduction

Trigger assemblies/trigger guards

Choke tubes


CONFIDENTIAL 264


Brand of SLINGS purchased

Jan-Feb 2015

Jan-Feb 2014

Action Arms

Allen

AR

ATI

Barska

Blackhawk

Blue Force Gear

Command Arms (CAA)

Emdom

Ergo

Heckler & Koch

Hogue

Madsen

Magpul

Mauser

Mosin Nagant

Mossy Oak

Noveske

Outdoor Connection

PIG

Remington

Sabre Defense

Tapco

Thompson

Troy Industries

US Military

Vanguard

Viking Tactics

Winchester

Other

Not sure


CONFIDENTIAL 265


Cost of SLINGS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Slings

Type of store where SLINGS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 266


*Type of firearm BIPOD or SHOOTING STICK purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR Rifle

Traditional rifle

Shotgun

Other


*New table added in 2015 Brand of BIPOD or SHOOTING STICK purchased

Jan-Feb 2015

Jan-Feb 2014

Accu-Shot

Allen

Armstac

BCM (Bravo Company)

Blackhawk

Bog Gear

Cabela’s

Caldwell

Command Arms (CAA)

Gander Mountain

Gorilla

Hammers

Harris

Hoppes

Hunters Specialties

Leapers

Lion Gears

Monstrom

NCStar

Primos

Ram-Line

Shooters Ridge

Stoney Point

Ultrec

UTG

Vanguard

Versa-Pod

Winchester

XCSOURCE

Other

Not sure


CONFIDENTIAL 267


Cost of BIPOD or SHOOTING STICK purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $299.99

$300.00 or more

Not sure


Ave. price of Bipods/Shooting Sticks

*Price categories changed in 2015 Type of store where BIPOD or SHOOTING STICK are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 268


*Brand of RECOIL REDUCTION purchased

Jan-Feb 2015

Jan-Feb 2014

American Arms

Bell & Carlson

Benelli

Beretta

Browning

Buffer Technology

Butler Creek

Charles Daly

Choate

DPM

Ed Brown

Franchi

Kassnar

KBI

Limbsaver

Marlin

McMillan

Mossberg

PARA

Remington

Ruger

Savage

Springfield

Westernfield

Winchester

Other

Not sure



CONFIDENTIAL 269


Cost of RECOIL REDUCTION purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $109.99

$110.00 - $119.99

$100.00 - $109.99

$110.00 - $119.99

$120.00 - $129.99

$130.00 - $139.99

$140.00 - $149.99

$150.00 or more

Not sure


Avg. price of Recoil Reduction

*Price categories changed in 2015 Type of store where RECOIL REDUCTION are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 270


*Reason for purchasing RECOIL REDUCTION

Jan-Feb 2015

Jan-Feb 2014

Replacement of a worn out part

An upgrade from what originally came on the gun at time of firearm purchase

An additional part similar to one that is already on the firearm



CONFIDENTIAL 271


*Type of firearm BARRELS purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR rifle

Traditional Rifle

Handgun

Shotgun

Other


*New table added in 2015 *Brand of BARRELS purchased

Jan-Feb 2015

Jan-Feb 2014

BCM (Bravo Company)

Benelli

Beretta

Bushmaster

CMMG

Daniel Defense

DPMS

JP Enterprises

Marlin

Mossberg

Noveske

Remington

Ruger

Savage

Spikes Tactical

Yankee Hill

Other

Not sure



CONFIDENTIAL 272


*Cost of BARRELS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300.00 - $399.99

$400.00 - $499.99

$500.00 - $599.99

$600.00 - $699.99

$700.00 or more

Not sure


Avg. price of Barrels

*New table added in 2015 *Type of store where BARRELS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 273


*Reason for purchasing BARRELS

Jan-Feb 2015

Jan-Feb 2014






CONFIDENTIAL 274


Brand of CHOKE TUBES purchased

Jan-Feb 2015

Jan-Feb 2014

Benelli

Beretta

Birchwood

Briley

Brownell

Browning

Cabela’s

Canvas

Carlson

Comp-N-Choke

Hastings

Haydel

Hevi - Shot

Mossberg

Muller

Pattern Master

Primos

Pure Gold

Redhead

Remington

Strangler

Tru Lock

Truglo

Weatherby

Winchester

Other

Not sure


Cost of CHOKE TUBES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $99.99

$100.00 - $199.99

$200.00 or more

Not sure


Avg. price of Choke Tubes

CONFIDENTIAL 275


Type of store where CHOKE TUBES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 276


*Brand of BOLTS/CARRIERS/BOLT PARTS purchased

Jan-Feb 2015

Jan-Feb 2014

BCM (Bravo company)

Black Rain

Centurion

CMMG

CMT

Daniel Defense

Double Star

Fail Zero

Hi-Standard

JP Enterprises

LMT


Rock River Arms

Spikes Tactical

Veriforce

Other

Not sure



CONFIDENTIAL 277


*Cost of BOLTS/CARRIERS/BOLT PARTS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300.00 or more

Not sure


Avg. price of Bolts

*New table added in 2015 *Type of store where BOLTS/CARRIERS/BOLT PARTS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


*New table added in 2015 *Reason for purchasing BOLTS/CARRIERS/BOLT PARTS

Jan-Feb 2015

Jan-Feb 2014






CONFIDENTIAL 278


*Type of firearm CALIBER CONVERSION KITS purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR rifle

Traditional Rifle

Handgun

Other


*New table added in 2015 *Brand of CALIBER CONVERSION KITS purchased

Jan-Feb 2015

Jan-Feb 2014

Advantage Arms

Beretta

Ciener

CMMG

Colt

CZ

Dillon

Glock

Hogue

IWI

Kimber

MGI

Ruger

Saiga

Sig Sauer

Tac Star

Tactical Solutions

Tiberius

Other

Not sure



CONFIDENTIAL 279


*Cost of CALIBER CONVERSION KITS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $74.99

$75.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 - $224.99

$225.00 - $249.99

$250.00 - $274.99

$275.00 - $299.99

$300.00 - $349.99

$350.00 - $399.99

$400.00 or more

Not sure


Avg. price of Caliber Conversion Kits

*New table added in 2015 *Type of store where CALIBER CONVERSION KITS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 280


*Reason for purchasing CALIBER CONVERSION KITS

Jan-Feb 2015

Jan-Feb 2014





*New table added in 2015 *Type of firearm GRIPS and BUTTSTOCKS purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR rifle

Traditional Rifle

Handgun

Shotgun

Other


*New table added in 2015 *Type of GRIPS and BUTTSTOCKS purchased

Jan-Feb 2015

Jan-Feb 2014

Pistol grip only

Forward grip only

Pistol and forward grip set

Buttstock, pistol, forward grip set

Buttstock only

Other



CONFIDENTIAL 281


*Brand of GRIPS and BUTTSTOCKS purchased

Jan-Feb 2015

Jan-Feb 2014

Advanced Technology

ATK Accessories

B5 Systems

BCM (Bravo Company)

Blackhawk

Bushmaster

Bushnell

Command Arms (CAA)

Daniel Defense

DPMS

Fortis

Herrett Grips

Hi-Standard

Hogue

JP Enterprises

LaRue

Limbsaver

Magpul

MIAD

Mission First Tactical

Tacstar

Tango Down

Tapco

The Mako Group

Timbersmith

Troy Industries

Vltor

Yankee Hill

Other

Not sure



CONFIDENTIAL 282


*Cost of GRIPS and BUTTSTOCKS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300 or more

Not sure


Avg. price of Grips/Stocks

*New table added in 2015 *Type of store where GRIPS and BUTTSTOCKS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 283


*Reason for purchasing GRIPS and BUTTSTOCKS

Jan-Feb 2015

Jan-Feb 2014






CONFIDENTIAL 284


*Type of firearm HAND GUARDS purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR rifle

Traditional Rifle

Handgun

Shotgun

Other


*New table added in 2015 *Brand of HAND GUARDS purchased

Jan-Feb 2015

Jan-Feb 2014

Action Arms

BCM (Bravo company)

Beretta

Bushmaster

Command Arms (CAA)

FN

Hi-Standard

JP Enterprises

Magpul

Mauser

Mosin Nagant

Noveske

Ruger

Sabre Defense

Sigarms

SKS

Springfield

Steyr

Tapco

Yankee Hill

Other

Not sure



CONFIDENTIAL 285


*Cost of HAND GUARDS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 or more

Not sure


Avg. price of Hand Guards

*New table added in 2015 *Type of store where HAND GUARDS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


*New table added in 2015 *Reason for purchasing HAND GUARDS

Jan-Feb 2015

Jan-Feb 2014






CONFIDENTIAL 286


*Type of firearm RECEIVERS purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR rifle

Other


*New table added in 2015 *Type of RECEIVERS purchased

Jan-Feb 2015

Jan-Feb 2014

Lower receiver kit

Complete lower receiver

Upper receiver kit

Complete upper receiver

Other



CONFIDENTIAL 287


*Brand of RECEIVERS purchased

Jan-Feb 2015

Jan-Feb 2014

AAC

BCM (Bravo Company)

Bushmaster

CMMG

Colt

Daniel Defense

Del-ton Inc

DPMS

DRD

Fallout15

Hi-Standard

JP Enterprises

LaRue

Noveske

Ranier Arms

Rock River Arms

Sabre Defense

Smith & Wesson

Spikes Tactical

Stag Arms

Troy Industries

Windham Weaponry

Other

Not sure



CONFIDENTIAL 288


*Cost of RECEIVERS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $49.99

$50.00 - $99.99

$100.00 - $149.99

$150.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300.00 - $349.99

$350.00 - $399.99

$400.00 - $449.99

$450.00 - $499.99

$500.00 - $549.99

$550.00 - $599.99

$600.00 - $799.99

$800.00 - $999.99

$1000.00 or more

Not sure


Avg. price of Receivers

*New table added in 2015 *Type of store where RECEIVERS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 289


*Reason for purchasing RECEIVERS

Jan-Feb 2015

Jan-Feb 2014






CONFIDENTIAL 290


*Type of firearm MAGAZINES purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR rifle

Traditional Rifle

Handgun

Shotgun

Other


*New table added in 2015 Size of MAGAZINES purchased

Jan-Feb 2015

Jan-Feb 2014

5

7

10

20

30

40

More than 40

Not sure


CONFIDENTIAL 291


Brand of MAGAZINES purchased

Jan-Feb 2015

Jan-Feb 2014

1911

AR-Stone

Armalite

Astra

Baikal

Beretta

Bernardelli

Bersa

Briley

Brownell

Browning

Bushmaster

Butler Creek

Cabela’s

Check Mate

Chip McCormick

CMMG

Coast to Coast

Colt

Command Arms (CAA)

Cotter & Co

CZ

DPMS

E-Lander

FN

Glock

GSG

Heckler & Koch (HK)

Hi-Point

High Standard

HotLips

Interarms

JP Enterprises

Kahr

Kel-Tec

Kimber

Llama

Lorcin

Magpul

Makarov

Marlin

Mauser

CONFIDENTIAL 292


Mec-Gar

Mossberg

MWG

Noveske

Precision Reflex, Inc (PRI)

ProMag

Remington

Ruger

Savage

Sigarms

SigSauer

Smith & Wesson

Springfield Armory

Star

Surplus

TacStar

Tapco

Taurus

Thermold

ThompsonCenter

TripleK

Troy Industries

Walther

Wilson

Other

Not sure


CONFIDENTIAL 293


Cost of MAGAZINES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $4.99

$5.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $59.99

$60.00 - $69.99

$70.00 - $79.99

$80.00 - $89.99

$90.00 - $99.99

$100.00 - $109.99

$110.00 - $119.99

$120.00 - $129.99

$130.00 - $139.99

$140.00 - $149.99

$150.00 or more

Not sure


Avg. price of Magazines

*Price categories changed in 2015 Type of store where MAGAZINES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


CONFIDENTIAL 294


Reason for purchasing MAGAZINES

Jan-Feb 2015

Jan-Feb 2014





CONFIDENTIAL 295


*Type of firearm MUZZLE DEVICES purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR rifle

Traditional Rifle

Handgun

Shotgun

Other



CONFIDENTIAL 296


*Brand of MUZZLE DEVICES purchased

Jan-Feb 2015

Jan-Feb 2014

Advanced Armament

BattleComp

BCM (Bravo Company)

Beavercreek Armory

Bowers

Brownells

Bushmaster

CMMG

Daniel Defense

Gemtech

Griffin

Huntertown

JP Enterprises

LANTAC

Liberty

Noveske

OPS, inc

OSS

PWS

Ranier

Silencerco

Spikes Tactical

SureFire

Tactical Solutions

Tapco

Thompson

Thunder Beast

Troy Industries

Vortex

Wilson Combat

Yankee Hill

YHM

Other

Not sure



CONFIDENTIAL 297


*Cost of MUZZLE DEVICES purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $24.99

$25.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 - $249.99

$250.00 - $299.99

$300.00 - $349.99

$350.00 - $399.99

$400.00 - $449.99

$450.00 - $499.99

$500.00 - $549.99

$550.00 - $599.99

$600.00 - $649.99

$650.00 - $699.99

$700.00 - $799.99

$800.00 - $999.99

$1000.00 - $1249.99

$1250.00 - $1499.99

$1500.00 or more

Not sure


Avg. price of Muzzle Devices


CONFIDENTIAL 298


*Type of store where MUZZLE DEVICES are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure


*New table added in 2015 *Reason for purchasing MUZZLE DEVICES

Jan-Feb 2015

Jan-Feb 2014






CONFIDENTIAL 299


*Type of firearm TRIGGER ASSEMBLIES/TRIGGER GUARDS purchased for

Jan-Feb 2015

Jan-Feb 2014

MSR rifle

Traditional Rifle

Handgun

Shotgun

Other


*New table added in 2015 *Brand of TRIGGER ASSEMBLIES/TRIGGER GUARDS purchased

Jan-Feb 2015

Jan-Feb 2014

CMC

CMMG

Elftmann

Giessele

JP Enterprises

Knights Armaments

Magpul

Molon Labe

Princeton

Rock River Arms

Timney

Wilson Combat

Other

Not sure



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*Cost of TRIGGER ASSEMBLIES/TRIGGER GUARDS purchased

Jan-Feb 2015

Jan-Feb 2014

$0.00 - $9.99

$10.00 - $14.99

$15.00 - $19.99

$20.00 - $29.99

$30.00 - $39.99

$40.00 - $49.99

$50.00 - $74.99

$75.00 - $99.99

$100.00 - $124.99

$125.00 - $149.99

$150.00 - $174.99

$175.00 - $199.99

$200.00 - $224.99

$225.00 - $249.99

$250.00 - $299.99

$300.00 or more

Not sure


Avg. price of Trigger Guards/Assemblies

*New table added in 2015 *Type of store where TRIGGER ASSEMBLIES/TRIGGER GUARDS are purchased

Jan-Feb 2015

Jan-Feb 2014

Farm/Ranch Stores


Gun shows or expos

Local shop

Mass Merchant


Printed Catalog


Website

Other

Not sure



CONFIDENTIAL 301


*Reason for purchasing TRIGGER ASSEMBLIES/TRIGGER GUARDS

Jan-Feb 2015

Jan-Feb 2014






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Mean amount spent per month on hunting and shooting equipment

Age of Respondents Jan-Feb 2015 Jan-Feb 2014

18 to 24

25 to 34

35 to 44

45 to 54

55 to 64

65 and older

Average Amount Spent

Household Income

Under $10,000

$10,000 to $19,999

$20,000 to $29,999

$30,000 to $39,999

$40,000 to $49,999

$50,000 to $74,999

$75,000 to $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 or more


Education Level

11 Years or Less

12 Years



I prefer not to say


CONFIDENTIAL 303


APPENDIX A: DEFINITIONS OF SPECIES HUNTED AND STORE TYPES Species Hunted

Options seen by panelists in survey Labels in report table

Whitetail deer Whitetail deer

Mule deer, Blacktail, Sitka Mule deer, Blacktail, Sitka

North American non-native deer (axis, fallow) North American non-native deer

Elk Elk

Antelope Antelope

Bison/Buffalo Bison/Buffalo

Moose Moose

Caribou Caribou

Sheep, goat Sheep, goat

Bear Bear

Turkey Turkey

Alligator Alligator

Hog (including javelina) Hog

Waterfowl (ducks, geese) Waterfowl

Small game (rabbit, squirrel) Small game

Dove Dove

Upland game birds (quail, pheasant, grouse, chukar, woodcock, crow)

Upland game birds

Predator/predator calling (including coyotes) Predator/predator calling

Varmint/Furbearers (badger, beaver, prairie dog, groundhog, muskrat, otter, raccoon, ringtail, weasel, nutria, skunk)

Varmint/Furbearers

African game African game

Any other game Any other game

Store Types*

Options seen by panelists in survey Labels in report table

Farm/Ranch Stores (Big R, Coastal, Tractor Supply, Rural King) Farm/Ranch Stores

General Sporting Goods (Sports Authority, Dick's, Academy) General Sporting Goods

Gun shows or expos Gun shows or expos

Local shop (Mom and Pop shop) Local shop

Mass Merchant (Wal-Mart, K-Mart, Sam’s Club) Mass Merchant

Outdoor Specialty Store (Bass Pro, Cabela's, Gander Mountain) Outdoor Specialty Store

Printed Catalog (Bass Pro and Cabela's) Printed Catalog

Used (from individual) Used (from individual)

Website (Cabela's, Bass Pro, etc.) Website

Other Other

Not sure Not sure

*Note: “Used (from individual)” is no longer an option for firearms stores. Please see the New and Used Firearms section in Methods for more information.

CONFIDENTIAL 304


APPENDIX B: ITEMS WITH STANDARDIZED PRICE RANGES For your reference, following items had their price range adjusted slightly for standardization purposes. This means that the price ranges for these items presented to 2014 panelists was slightly different than the price ranges presented to 2015 panelists. Our assumption is that this change had little to no impact on the data. These items have 2014 data presented as the new price categories in this report. This is explained in the Price Range Updates section in Methods.

Firearms Air rifles/air guns Ammunition Handgun ammunition Rifle ammunition Shotgun ammunition Archery/Bowhunting Arrows Bow Stands Broadheads Fletching Peep sites Quivers Releases and tabs Rests Sights Silencers Stabilizers Strings & accessories Targets Black Powder Breech plug or nipple Bullets, balls and/or shot Cleaning Supplies Flints Patches Powder measure Primers Solvent Speed loader

Handloading/Reloading Brass Shell Cases Bullet mold Press Reloading Primer Reloading tools Shot Shotshell Hulls Shotshell Wads Optics Scope/Accessory mounts (rings and bases) Hunting Apparel Backpack/waist pack/duffle Vests Hunting Gear and Supplies Cover scent Food plot seed Hunting knives/multitools Lighting Lure scent Shooting Gear and Supplies Benches and rests Firearm Storage & Cleaning Gun case or sleeve Gun cleaning Firearm Parts/Accessories Choke tubes Slings

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