Hispanics – Huge Opportunity for Shooting Sports Market Growth

A Hispanic Market Study: Firearms and the Shooting Sports
A Hispanic Market Study: Firearms and the Shooting Sports
National Shooting Sports Foundation
National Shooting Sports Foundation

NEWTOWN, Conn –-(Ammoland.com)- Recognizing the importance of the Hispanic market to the future of target shooting and hunting, the National Shooting Sports Foundation commissioned a study to learn more about Hispanics’ interest in these popular American activities.

Findings from the new report, “A Hispanic Market Study: Firearms and the Shooting Sports,” reveal an opportunity to attract a new, passionate constituency to the shooting sports.

“The Hispanic segment in the U.S. is a highly relevant, dynamic and multifaceted market, and this study helps manufacturers, retailers and ranges understand the strong interest that Hispanics have to learn about firearms, own them and participate in shooting sports,” said Rick Tobin of TOBINTEL, which conducted the study for NSSF.

Key findings from the report include:

  • The Hispanic population in the United States is estimated at 57 million, approaching the entire population of Italy, the U.K. or France.
  • This market segment has a buying power of more than $825 billion, quickly approaching $1 trillion.
  • While the Spanish language is a key component in this market segment, the segment is also highly bilingual, with 70 percent speaking English or English and Spanish equally in the home.
  • Respondents who participated in outdoor recreation, camping, boating, hiking, golfing, fishing, etc., in the past year: 72 percent.
  • Of the Hispanics surveyed, 18 percent own a firearm and an additional 25 percent would like to own a firearm in the future. Desire to own a firearm in the future is strong, at 27 percent, among Hispanic women.
  • Forty-one (41) percent of respondents have been to a shooting range. An additional 40 percent of those who have never been to a range would consider going.
  • More than half of the respondents (54 percent) would go to a range on an invitation from friends or family, while 42 percent of respondents would go to take a training class or to get instruction.
  • State wildlife agencies are well recognized and well thought of by Hispanics, with 61 percent awareness and a 37:1 positive-to-negative image score.
  • When looking for or receiving information about firearms or the shooting sports, 79 percent of responding Hispanics prefer to use English.

The report shows that as the Hispanic segment acculturates, there is an increased interest in and knowledge of firearm rights, firearms ownership and participation in the shooting sports.

Interest in the shooting sports is greater among Hispanic men, but an almost equal proportion of Hispanic men and women want to get involved in the future.

Among Hispanics who currently own a firearm, key activities in the shooting sports are target shooting and shotgun sports such as skeet, trap and sporting clays.

The results of this timely study confirm today’s importance and future involvement of the Hispanic segment in the shooting sports industry.

( Pro Second Amendment Groups should take note as well. Read Millions Of People Will Suddenly Find Themselves Eligible To Buy Guns )

NSSF’s “A Hispanic Market Study: Firearms and the Shooting Sports” report is free and available to NSSF members by logging into the member shopping cart, and to media by request. Non-members may purchase the report in PDF file format via nssf.org/research.

About NSSF

The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 12,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers. For more information, visit nssf.org.

Most Voted
Newest Oldest
Inline Feedbacks
View all comments
Clark Kent

Icetrout: Your right to ‘bare arms’ only applies in the summer. Edward: Thanks for backing Hillary, who will do everything in her power to destroy the Second Amendment if elected POTUS. With Republicans like you, who needs Democrats?

A.X. Perez

Hispanic “Gunnies” I have known:
My in laws (all hunters)
Veterans of WWII, Korea, Vietnam, and the “Sandbox”
Householders and business owners wanting to defend their property
Sixties Radicals
Competitive shooters.
Concern has been expressed that latino immigrants would become citizens and anti gun voters.
This is the chance to recruit latino citizens, current and future, as enthusiastic gun rights supporters.

Ariel Luna

Ice trout…we should ask american indians, who’s the illegal one here! and talking about guns…come on! only a coward need a gun to proves his manhood!!! Vote whatever you want…who cares? pendejo..!


“Fast & Furious” wasn’t bad enough now you clowns want to give illegal alien Dreamers the right to bare arms & hunt… VOTE TRUMP !!!

Edward Palmerston

The NSSF study has nothing to do with allowing illegal aliens buying or owning guns. Moreover, it´s pretty much impossible for an illegal alien to legally buy a firearm. As for your “vote trump!!” after voting for the GOP all my life, I´d rather vote Clinton than Trump. This candidate would be a national calamity.