Global Hunting Survey

the worlds biggest hunting audience
GLOBAL HUNTING SURVEY
GLOBAL
HUNTING
SURVEY
Contents
Introduction.......................................................2
Shotguns............................................................3
Bows.....................................................................3
Fishing.................................................................3
Rifles....................................................................4
Ammo...................................................................4
Optics...................................................................4
Airguns................................................................5
Regulation ..........................................................5
Cars, quadbikes and UTVs ..............................5
Birds and animals.............................................6
Hunting and the media....................................7
Dogs and horses.............................................7
About you, the hunter.....................................8
Shopping habits...............................................8
Clothing...............................................................8
Camo....................................................................8
About our survey...............................................8
Do you sell a hunting product?

This report could be a vital
part of your global marketing
strategy. It gives you the buying
trends of hunters all over the
world and could give you the
edge over your competition.
If you would like to buy the full
report, updated with another
months worth of results,
it is available from Charlie
Jacoby as a spreadsheet,
price 129/174/$199. Email
your order, your company
name and details to charlie@
fieldsportschannel.tv. You will
receive it + an invoice by return.
It is the most comprehensive survey of hunters and

hunting ever undertaken. The Fieldsports Channel
#globalhuntingsurvey reveals our gun owning and buying
habits and what we think of the wildlife we hunt and shoot.
It uncovers how many birds and animals we successfully hunt
each year, how many dogs and horses we own, how many
bullets we fire. It shows that we know our 4x4 cars and our
quadbikes, that we like and recognise international brands
more than national brands. It reveals that hunters are now
more likely to turn on YouTube than read a magazine article.
In short, it is as comprehensive a survey as ever undertaken
INTRODUCTION
ore than 2,500 people from 50

countries and four languages took
part in our #globalhuntingsurvey.
The results show the stark differences and
the similarities between sport hunters the
world over.
With our samples from across the world,
we are able to paint a picture of what wildlife
we are hunting, how many, and what guns
and methods we are using. The answers
will make comfortable reading for some
brands uncomfortable for others. We are
unquestionably keen on our sport.
Who is keenest to go hunting? As the
survey got underway, the French emerged
as the keenest hunters. However, the final
result shows that Eastern Europe & Baltic is
most likely to skip a family wedding at 48%;
the Aussies and Kiwis are most likely to skip
a childs birthday at 40%, in Scandinavia &
Iceland they care least for their partners
birthday at 52%, and almost everyone would
let down the family doctor, with southern
Africans slightly ahead at 88%. The goody
two shoes region is the Mediterranean &
Balkans. They love their mamas, their babas
and their doctors!
Our brand quiz provoked an enormous
n
n
n
n
Family wedding
Childs birthday
Partners birthday
Doctors appointment
What would you skip for a special shooting/hunting

trip?
response. And we can reveal the most

recognised brands in hunting/shooting
sports. The top ten are:
1. Hrkila
2. Mitsubishi
3. John Deere
4. Subaru
5. Winchester
6. Browning
7. Deerhunter
8. Beretta
9. JCB
10. Swarovski
86%
85%
85%
82%
81%
77%
77%
73%
73%
72%
Please share this survey widely. Its aim is to

inform hunters about hunters.
Sport hunters worldwide
GLOBAL
HUNTING
SURVEY
2
ur survey covered only a tiny part of

the huge number of sport hunters
worldwide. We estimate these at :
USA and Canada: 15 million (source: USA
and Canada governments)
Europe: 7 million (source: FACE)
Australia & New Zealand: 1.5 million
(source: Australia and NZ governments)
Southern Africa: 500,000 (source: North
West University, local research)
Total: 24 million sport hunters
We asked our respondents how many
guns, bows, dogs and horses they own.
In current use, worldwide, based on our

survey, here are the extrapolated figures:
Shotguns
Rifles
Dogs
Airguns
Bows
Horses
79 million
69 million
27 million
46 million
14 million
6 million
In addition, every year, hunters fire 7.7

billion rifle cartridges (including rimfires and
practise rounds) and 15.2 billion shotshells.
#globalhuntingsurvey
SHOTGUNS, BOWS
Almost all sport hunters own

n Rifle
both rifles and a shotgun.
n Airgun
About half of them also own
n Shotgun
n Bow
airguns, nearly half of them
n Fishing rod
n Other (pistols,
fish and nearly 10% own
catapults)
bows. For more than two
thirds of them it is a thing of
beauty as well as a tool. Just 4.2% of them call it only a thing of
beauty (12% in Mediterranean & Balkans). The region with the
big collections of guns is the USA and Canada, where 38% own
six or more rifles and 20% own six or more shotguns
Bowhunting SHOTGUNS
learly, bowhunting is least popular

in the countries in which it has been
mainly banned. So USA and Canada
are winners with 43% of our respondents
owning a bow. There is a big drop to 19% of
Southern Africans.
About half the countries in the EU have
a bowhunting ban and only 5% of our EU
respondents own bows.
USA & Canada 43%
Southern Africa 19%
Australia & New Zealand 18%
Eastern Europe & Baltic 13%
Germany, Austria & Switzerland 9%
Scandinavia & Iceland 9%
France & Benelux 7%
All Europe 5%
UK & Ireland 4%
Mediterranean & Balkans 4%
DO HUNTERS FISH?
bout half of all hunters own fishing

rods. There are some wide regional
variations in this figure, however. You
are most likely to hunt and fish if you live in
Southern Africa, Australia, New Zealand, USA
and Canada.
Hunters are least likely to fish in the
Mediterranean, the Balkans, Eastern Europe
and the Baltic.
This table shows the percentage of
hunters who also fish:
Southern Africa 81%
USA & Canada 68%
UK & Ireland 46%
All Europe 44%
France & Benelux 34%
he 24 million hunters in our regions

own 79 million shotguns and fire at
least 15.18 billion shotgun cartridges
per year, according to an extrapolation from
averages revealed in our survey
The big users of cartridges are in Australia
and New Zealand where 15% of respondents
claim to fire more than 5,000 a year.
Hunters are more likely to own a shotgun
than any other kind of gun. 88% of
respondents own shotguns. Along with rifles
at around 70%, it is the main tool of their
sport.
The keenest shotgun owners are in
France, Benelux, Scandinavia and Iceland at
more than 90%. The UK and Ireland is close
behind. You are least likely to own a shotgun
in Eastern Europe and the Baltic at 78%, but
the difference in the statistics is minimal.
Appetite for shotguns is even across the
world.
UK & Ireland 89%
All Europe 85%
USA & Canada 84%
Southern Africa 81%
Shotgun wars
The big two
1st=
f the top two shotgun

manufacturers, who has the
most recognisable logo, Browning
or Beretta? There is almost nothing in
it. Browning is just ahead with 77% of
respondents recognising the Browning
buck. Berettas arrows are on 73%.
The Turks
he Turks
are the next
big noise in
world sporting gun
manufacturing, but
how well known
are they? We gave
respondents a
choice of three
possible brands
via each of these
pictures. Armsan
leads the pack with
42% recognising
its logo. Hatsan is in
second place with
32%. Huglu comes
a poor third at 23%,
with 38% saying
they believed it is
the Mauser logo.
1st
2nd
3rd
Posh English
1st
2nd=
Whats your gun?

2nd=
n
n
n
n
4th
A tool
A thing of beauty
Both
No response
For most of the worlds hunters, a gun is a thing of

beauty AND a tool
Webley & Scott a clear winner at 63% as for

the rest, jolly poor show! Holland & Holland 39%,
James Purdey & Sons 35% and William Evans 27%
RIFLES, AIRGUNS, OPTICS, AMMO
If shotguns are the leading kit item in our respondents

armoury, rifles come a close second. Some countries, especially
in Northern Europe, have a clear culture of rifle hunting.
Others, such as the UK, USA and Canada, mix it with shotguns
RANGEFINDING
e asked: whats the furthest range

(in yards or metres), in clear still
conditions, that a hunter would
feel confident shooting?
400+
200-400
50-200
30-50
0-30
0% 10% 20% 30% 40% 50% 60% 70%
A deer, with good quality fullbore rifle and scope
50-200
30-50
0-30
0% 10% 20% 30% 40% 50% 60%
A rabbit, with good quality sub 12 ft/lb airgun
50-200
30-50
0-30
0%
20%
40%
60%
80%
A flying pheasant, with 12-bore shotgun and

chokes of your choice
Rifles
he 24 million hunters in our region

own 69 million rifles and fire at least
7.71 billion bullets per year (including
rimfire ammunition and target practise) ,
More than 5 billion are fired in the USA, while
nearly 2 billion in Europe, according to an
extrapolation from averages revealed in our
survey. The big users of bullets are Aussies
or Kiwis where 35% claim to fire more than
1,000 a year.
71% of our respondents own a rifle. The
leading nations for rifle ownership are the
German-speaking nations, Scandinavia,
Iceland, Australia and New Zealand, all
with more than 90% rifle ownership.
Hunters are least likely to own a rifle in the
Mediterranean and Balkans.
Southern Africa 88%
USA & Canada 85%
UK & Ireland 64%
There is wide variation in brand
recognition of both the rifle and ammunition
companies we tested on our respondents.
The optics companies, however, are tightly
bunched, indicating a competitive market.
Bushnell on 62%, and Leica and Zeiss on

60%. Zeiss is best known in the UK, least
known in the Mediterranean & Balkans.
Perhaps this shows how an image such as a
he competition for optics recognition
bird scores over a company name for brand
is extremely close. The Swarovski
recognition.
goshawk logo just pips it at 72%.
The survey did not go smoothly for
Bunched behind are Hawke Optics on 67%,
all these brands 10%
confused the Bushnell B
2nd=
1st
2nd=
with the logo for Benelli
shotguns. 15% believe
the Leica L belongs to
Leupold... well, they are
on the right track.
UK-based Hawke
scored highly because of the overall
2nd=
2nd=
proportion of UK respondents. It scored just
49% recognition in the German-speaking
countries. Pity poor Aimpoint. 49% of
respondents thought the A in the Barrett
Rifles logo is the Aimpoint logo.
Optics wars
Whos on target?
Rifle wars
inchester is
easily
the most recognisable rifle brand
to our respondents.
81% recognition
gave it first place
among the rifle
companies and
fifth out of the
50 hunting goods
companies we
tested. Tikka is
second at 62% and
Marlin 3rd at 41%.
2% of respondents
thought the Marlin
logo was for The
Pony Club.
1st
2nd
3rd
Ammo wars
ornady is
1st
the most
recognisable ammo
brand in the world,
according to our
survey. Some 70%
of respondents
2nd
know the red
H of Hornady.
We also offered
them Howa and
Hodgdon. Close
behind at 65%,
respondents are
3rd
able to spot (or
possibly work out)
RWS. They had to
choose between
RWS, RAVS and
RXS. RWS is part
of RUAG and owns
4th
brands including
GECO. There are
no visual clues in
the Federal logo,
which came in
third place with
55% recognition.
Norma Precision gets fourth place with
49% recognition. Also part of RUAG,
the Swedish ammunition manufacturer
Norma has been in production since 1902,
while upstart US manufacturer Hornady
was founded in 1949.
AIRGUNS, REGULATION, VEHICLES
Regulation
AIRGUNS
ew people think there is too much

regulation in hunting. However, the
world is split on the other possible
answers. Half dont think there should be any
more, but more than 40% think there should.
Where there is polarisation is in southern
Africa and Eastern Europe/Baltic, where
more than 55% believe there are not enough
rules. In the USA, Canada, Scandinavia and
Iceland, 70% of hunters believe that the
level of regulation is about right. In Germany,
Austria and Switzerland, where hunting
regulation is at its most extreme, more than
85% do not want any more.
Another major issue is the change from
lead to lead-free ammo. The most accepting
of lead-free ammunition are in Scandinavia,
Iceland and the German-speaking nations
where more than 40% believe it is the
future. The regions least keen to accept it are
the USA, Canada, southern Africa, Australia
and New Zealand where more than 30% do
not want it.
56% of the hunting world believe
that there will be more gun and hunting
regulation in 35 years time. There is little
regional variation but the most pessimistic
region is Germany, Austria & Switzerland
where 58% say there will be more restriction
and 34% reckon they will be lucky to own a
gun. Least pessimistic is Eastern Europe &
Baltic, but not by much.
irguns are a vital part of hunters

armoury with 56% acknowledging
them as a hunting tool and only 3%
regarding them as childrens toys.
Respect for airguns is highest in the UK
& Ireland, and lowest in Germany, Austria &
Switzerland. We reckon there are 46 million
airguns in use by sport hunters in the regions
we surveyed around the world.
More than half (51%) of our respondents
own one or more airguns. Here are the
results by region:
Below: is sufficient training in your country before

someone is awarded a hunting license? Below
right: green ammunition acceptance
n
n
n
n
UK & Ireland 60%

Southern Africa 56%
USA & Canada 39%
All Europe 18%
n
n
n
n
n
We asked our respondents: How do you view air

rifles?
n It's the future

n If its the law,
No, not enough

Yes, about right
No, too much
No response
Ill use it
n Dont want it
n No response
Brand recognition
winners: Mitsu,
Subaru and
Nissan
Air rifle wars
he top
three airgun
companies
by brand
recognition are
too close to call:
Crosman 67%,
BSA 66% and Air
Arms 64%. We
asked respondents
whether they
thought the
Crosman logo was
Crosman, CCI or
Gamo. Only 10%
each chose the
wrong answer. The
alternatives to BSA
were Marlin and
Weatherby, both
of which scored
just 8%. Air Arms
is fairly easy to
work out from the
letters however
12% thought it
was Alexander
Arms and 2%
chose Alcoholics
Anonymous. There
is a gap, and then
Weihrauch on 50%
and Daystate on
48% tie for fourth
place. 17% think
the Daystate logo
belongs to Brocock.
FX Airguns is sixth
with just 38%
brand recognition.
1st=
1st
2nd=
1st=
1st=
1st=
1st=
4th=
4th=
6th
Quadbikes and UTVs
We love our 4x4s

massive 91% of our respondents
use four-wheel drive vehicles and
half of those with off-road tyres. A
third of them use a quadbike or UTV. There
is insignificant regional variation. Hunters
are consistent off-road vehicle users, lovers,
buyers
We asked about three car brands and the
results show that advertising pays. 85% of
our respondents recognise the Mitsubishi
brand and 82% the Subaru brand, putting
them in first place. Nissan is a long way
behind on 64%.
Childrens toys
Garden fun
Hunting tool
Stepping stone
No response
Top brands
2nd=
4th
3rd
In the UTV/quadbike market, John Deere is the

winner with 85% recognition by our respondents,
JCB at 73% and Polaris at 70% take joint second
place, and Kubota trails in at a woeful 30%.
BIRDS, ANIMALS
The world of sport hunting harvests nearly a third of a billion

birds and animals every year, according to our research. Here is
how the numbers break down
Birds & animals
ow many animals and birds do

we hunt a year? Extrapolate our
findings across the 24 million sport
hunters in our regions and it sounds like an
incredible answer: at least 290 million birds
and animals. However, this is less than 0.2%
of the 150 billion+ farm birds and animals
killed every year to feed the world. Here are
our findings, species group by species group.
Small pests: rabbits, rats, squirrels

Australia & New Zealand
7 million
USA & Canada
57 million
Europe 26 million
Southern Africa
1.5 million
Total 91.5 million
Small bird pests: pigeons/doves/
corvids
6 million
USA & Canada
60 million
Europe 27 million
Southern Africa
2 million
Total 95 million
Small predators: fox/coyote/dingo
60,000
USA & Canada
1.1 million
Europe 300,000
Southern Africa
30,000
Total 1.5 million
Gamebirds: grouse/pheasant
1 million
USA & Canada
54 million
Europe 28 million
Southern Africa
3 million
Total 43 million
Rat or rhino?
hat is the aspirational animal?

What do hunters most want
to hunt? Out of rat, rabbit, red
stag and rhino, the clear winner is red stag.
However, the other quarry species have
n
n
n
n
Rat
Rabbit
Red stag
Rhino
Wildfowl: duck/geese
500,000
USA & Canada
9 million
Europe 3 million
Southern Africa
200,000
Total 12.7 million
Deer
200,000
USA & Canada
2.6 million
Europe 600,000
Total 3.4 million
Wild boar / feral hogs
100,000
USA & Canada
1.3 million
Europe 400,000
Total 1.8 million
Antelope or plainsgame
USA & Canada
10,000
Southern Africa
60,000
Total 70,000
How reliable are these numbers? The US
waterfowl harvest is around 15 million a year,
against our researchs figure of 9 million.
The Government of South Africa recorded
40,000 trophies taken in 2013. The State of
Victoria records 40,000 deer shot against
our figure of 200,000 for Australia and New
Zealand. The figure for gamebirds shot in the
UK is 25 million, against our estimate of 28
million shot across Europe.
The numbers amalgamate pure sport
hunters and pure management culls, as
respondents carry out both. They include
crop protection as well as hunting tourism.
followings in many countries across the

world.
There are plenty of regional variations.
The trophy hunting nations, for example,
are most keen on bigger animals.
The winners in each category are UK
and Ireland, where 15% put rat as their top
species. Mediterranean & Balkans win the
rabbit prize at 42%, southern Africa and
the USA & Canada are most keen to shoot
a rhino, but only 5% of each region want to
do that.
Top of the pops for red stags are
Scandinavia, Iceland, Germany, Austria &
Switzerland where that is favourite animal
for more than 80% of hunters.
Hunting habits
Trophy or meat?
hat is our attitude to the birds

and animals we hunt? Our
experience of filming hunting
all over the world is that the British like
to save the village from the leopard, the
Americans like to Germany, Austria, Switzerland
go to Africa in order
to decorate their
houses and the
Chinese are meat
hunters, pure and Australia & New Zealand
simple. The results
of the survey are
not so clear cut. The
questions we asked
are designed to find
France & Benelux
out which of these
four categories
each hunter fits:
hero hunter,
trophy hunter,
meat hunter, pest
USA & Canada
controller.
As you can see
the biggest hero
hunters (save the
village from the
Scandinavia & Iceland
tiger) are from
Eastern Europe and
the Baltic. Southern
Africans may
welcome trophy
hunters from across
UK & Ireland
the world but they
show statistically
zero interest in
it themselves
because they
Eastern Europe & Baltic
are the biggest
meat hunters,
just ahead of the
Scandinavians/
Icelanders. The
keenest rabbitSouthern Africa
shooters (pest
controllers) are in
the UK, Ireland,
France and Benelux.
Almost
universally, hunters Mediterranean & Balkans
call themselves
conservationists:
91% of them. Most
regions are 90% or
higher.
All Europe
Colour key:
n Hero hunter
n Trophy hunter
n Meat hunter
n Pest controller
DOGS, HORSES, MEDIA
The old-fashioned press is holding up surprisingly well.

However, YouTube dominates the hunting media landscape
HUNTING AND THE MEDIA
picture emerges of a global hunting

community that has found its
main voice on YouTube rather
than hunting magazines, that are keen
and reasoned debaters but scared of being
shouted down.
We asked: You are in a bar, pub or crowded
cafe. How open are you about your shooting/
hunting? We gave these options: in the
closet, awkward, plain talking, loud hailer, and
dont go to these places. The overwhelming
majority are plain talking at 80%. Of the
different regions, the ones who claim to be
most plain talking are Germany, Austria &
Switzerland, with Scandinavia & Iceland, in
second place. Eastern Europe & Baltic are the
least but still on a healthy 65%.
When it comes to speaking openly about
social media, the majority was 43%, who
said now and again. The figure for hell, yeah!
is just 27%. The most punchy in this category
is the USA and Canada with 47% saying hell,
yeah!. The most reticent about their sport
are hunters from Eastern Europe and the
Baltic states.
When they are not outdoors doing it, we
asked where the worlds hunters get their
hunting fix? Is it magazines, TV, websites
or other places? YouTube is the winner on
85%, magazines are still widely read at 71%,
websites at 59% and TV a poor fourth at
21%.
There are wide regional variations. The
USA and Canada, which has a number of
dedicated hunting channels on satellite and
cable TV, record 47% for TV. Scandinavia/
Iceland and southern Africa both score

YouTube at more than 90%. Magazines see
70% support or more everywhere except
the Mediterranean/Balkans, Eastern Europe/
Baltic and USA/Canada, where they are less
popular.
Three-quarters of all hunters believe
that YouTube has been good for spreading
a positive message about hunting,
though 18% answer dont know to this
one. Australia & New Zealand and the
Mediterranean/Balkans lead the enthusiasm
on 85%. Germans, Austrians and Swiss are
least enthusiastic about YouTube at 45%
yes, 12% no, 40% dont know and the
rest abstain. Almost all respondents watch
Fieldsports Channel (we have global monthly
views of 1 million on YouTube plus another 3
million on Youku)
As for how the wider media portrays
hunting, hunters are resentful. 62% of them
say they are treated badly by their media and
a further 25% say their media ignores them.
The situation in Scandinavia & Iceland is least
bad at a joint total of 54%.
In the closet
Awkward
Plain talking
Loudhailer
Never visit
such places
n No response
n
n
n
n
n

You are in a bar, pub or crowded cafe. How open are
you about your shooting/hunting?
n
n
n
n
n
No chance!
Now and again
Hell yeah!
Social media?
Dont use it
No response
Do you speak openly about hunting/shooting on

social media?
GLOBAL
HUNTING
SURVEY
n
n
n
n
n
Magazines
TV
YouTube
Websites
Other
When not in the field where do you get your

hunting/shooting fix?
Puppy power
Dogfood wars
he dogfood
1st
companies
are seldom
multinational.
However, it shows
a major failing by
Nestl Purina that
it scores so badly in
2nd
our survey of the
most recognisable
dogfood brands.
The UKs Skinners is
a runaway winner
at 67% brand
recognition by
3rd
respondents.
Chudleys dogfood,
made by Dodson
& Horrell, comes
second at 55%,
with Eukenuba
close behind on
4th
49%. Nestl
Purina scores
a woeful 29%,
even though the
part of the brand
shown should
be recognisable
5th
internationally.
James Wellbeloved
comes fifth with
a creditable 26%,
though 23% of
respondents think
James Wellbeloveds symbol belongs to
Mossy Oak camouflage.
DOGS, HAWKS AND

HORSES
unters are animal lovers. We

estimate that the world of sport
hunting, in the regions we covered,
owns 27 million dogs and 6.4 million horses.
In southern Africa, more than 80% of
respondents own a dog. The lowest place
for dog ownership is Germany, Austria &
Switzerland at 46%.
The UK and Ireland are the keenest dog
owners, with 6% of respondents owning 6 or
more and only 15% with no dog.
Around 10% of our respondents own
horses, ranging from 13% in the UK & Ireland,
Australia and New Zealand down to 4% in
the Mediterranean and Balkans.
Fewer than 2% of our respondents own
hawks or falcons. Other hunting animals
include ferrets.
7
HUNTERS, SHOPPING, CLOTHING
So who is the typical global hunter? The answer is there isnt

one. The only areas where there is little regional variation
is the age at which they start hunting and the thrill of the
chase itself
About you
The hunter
unters (shooters in the UK) are

basically the same the world over.
The figure for the age at which
our respondents start hunting shows no
significant variation from region to region.
90% began hunting under the age of 40,
and nearly half started as kids.
Family members are the most likely to
introduce you to hunting, ranging from 48%
of hunters in Eastern Europe and the Baltic
to 75% of hunters in southern Africa. There
is little regional variation among the number
of people who lose their hearing due to poor
ear protection.
Thats life and health. Now what about
where they hunt? The majority more than
half go to a farm. A quarter of them have
access to or own a big ranch. Some 16%
select wilderness. The regions with access
to the largest tracts of land are Germany,
Austria and Switzerland at more than 70%
choosing big ranch or wilderness. The big
wilderness hunters are in Australia, New
Zealand, Canada and the USA, all at 53%.
75% of hunters drive to their ground.
15% walk (or trot). For an incredible 21%
of respondents from Germany, Austria &
Switzerland, its a plane ride.
People hunt for a variety of reasons. If
forced to answer a multiple choice, nearly
40%, the biggest group, cite excitement.
The region that gets most excited is
Scandinavia & Iceland at 53%. The region
who go hunting mainly for the social life is
France & Benelux at 17%, though 41% of
them cite excitement.
Most people dont particularly plan
Camo wars
he global battle between Realtree

and Mossy Oak? It is close. In terms
of logo recognition, Mossy Oak is just
ahead on 61%, with Realtree on 56%.
1st
2nd
hunting trips, less than 2% use an outfitter

to organise their hunting, and most spend
less than $100s on a single hunting trip.
Only 12% spend $1000s.
70% of the worlds hunters have not
hunted outside their own country in the
previous year. 10%, however, spend more
than 14 days. The big area for hunting
outside their own country is France &
Benelux at 24%.
The organisations
Hunters are split on why they belong
to hunting organisations. About the same
number are in it to support the fight as those
that are in it for the insurance package it
provides. The number who do it for the
insurance rises significantly in the UK and
Ireland to 62%, though 58% of Brits say
they want to support the fight. Of those that
are not members, more than a third cant
afford membership and more than a quarter
do not see the point of hunting/shooting
organisations.
Shopping habits
Good news for the gun trade. 63% of our
respondents have bought a gun in the last
year, and a further 22% in the last five years.
This rises to 78% in the last year in Australia
& New Zealand.
Good news for the high street. More than
three-quarters of hunters around the world
still buy their kit at a local shop. Online is in
second place at 62%.
Regionally, the keenest visitors to the local
store are in Australia and New Zealand at
91% with the least loyal the UK and Ireland
at 74%. The biggest online shoppers are in
Germany, Austria & Switzerland at 70% and
the least in Eastern Europe & Baltic at 39%.
The British, French and Dutch are most likely
to shop at a game fair at around 30%.
When a hunter decides to buy a product,
they turn to magazine articles (57%),
YouTube films (51%), they talk to their
friends (49%), they look at hunting forums
(36%) but only 21% of them look at
company websites for guidance. Aussies and
Kiwis trust both magazines and YouTube the
most at around 65%. Germans, Austrians
and Swiss are the most trusting of their
friends opinion at 69%.
Ask hunters what kind of kit buyer they
are and 77% say they invest in the best
compared to only 19% who buy cheap and
cheerful.
Wearing thin
Clothing wars
rkila is
the most
recognised brand in the
survey out of all 50
hunting industry
brands. Its letter H
is known to 86%
of our respondents.
Its sister company
Seeland does less
well, coming in
third to last with
55%, joint with
Jack Pyke on the
same percentage.
Deerhunter is in
second place with
77%, Ridgeline
third with 67%,
bunched next to
Hunter on 64%
and Barbour on
62%. Rivers West
is in last place on
42%.
1st
2nd
3rd
4th
5th
6th=
6th=
8th
ABOUT THE SURVEY
his survey is compiled by Fieldsports

Channel. We received 2,525
responses in four languages between
1 December 2014 and 31 January 2015. More
than 90% of respondents are male, split
about 25% under the age of 30, 70% middleaged and 5% elderly. 50% of respondents are
from the UK and the rest from a further 50
different countries.
We reckon the deviation you may wish to
apply to these statistics is 2.76%. Thats the
number of respondents who claimed to own
not just guns, dogs and horses, but highlytrained cormorants too! That is unless they
do own cormorants.

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the worlds biggest hunting audience