New Study Profiles Powerful Audience As a result, companies that have always appreciated the buying power of men, should market more aggressively to women, Mark Duda, executive director of Responsive Management said, especially since women represent 51 percent of all Americans. Duda’s company, which specializes in research related to wildlife and outdoor recreation, recently completed a study that could make a real impact on the sporting goods industry. Commissioned by the National Wild Turkey Federation and funded by a grant from the U.S. Fish and Wildlife Service, the study offers an abundance of information about women, their interests in outdoor activities and their buying potential. The 2005 study surveys women in the general population as well as current and former members of the NWTF’s outreach program, Women in the Outdoors. First, data shows that women really want to participate in outdoor activities. Among women surveyed in the general population, all with a participation rate of 30 percent or more, top activities included maintaining plantings for the benefit of wildlife, hiking/backpacking, fishing, outdoor photography, camping, birdwatching, primitive cooking, identifying wild plants and motorboating. Remarkably, 77 percent of women in the general public—those who haven’t attended a Women in the Outdoors event—approve of legal hunting. Seventy-three percent said hunters are respectful of animals, and 95 percent said it is OK for females to hunt. Still, constraints keep women from participating as much as they would like. Mostly, a lack of time, not a lack of interest, was sited as a stumbling block. Thirty-eight percent of women surveyed in the general population sited time as a constraint to participating in hunting, while 56 percent of current Women in the Outdoors members said this one constraint was the main reason they did not hunt. The top two reasons women sited for not having enough time to hunt and fish were work and family obligations.
By understanding these obstacles, the NWTF can continue building a women’s outreach program that is more effective in successfully reaching women and sharing the outdoors with this influential audience. As it stands now, only 19 percent of women are aware of programs designed to teach women outdoor skills, and even a smaller amount are aware of Women in the Outdoors. Ultimately, when women engage in outdoor activities such as hunting and fishing, the sporting goods industry stands to benefit. Females who attend Women in the Outdoors events often become avid outdoors women and, in turn, are more likely to pursue outside activities and immediately purchase equipment related to those interests, sometimes spending $1,000 or more, according to the study. After participating in a Women in the Outdoors event, many women made significant purchases for hunting, fishing and camping equipment, mainly shotguns, bows, rifles, camp stoves and fishing rods. Current members spent an average of $500 on these items, while former members spent $300. This study has given the NWTF a deeper look at what drives women by gauging their outdoor interests and understanding existing stumbling blocks as it concerns outdoor participation. It’s also defined the potential of a crucial, powerful audience. Above all, the study findings can go a long way in conserving our natural resources. It’s almost certain that once people spend time outdoors, they become more aware of these resources and often become dedicated conservationists. About Women in the Outdoors Part of what has made the NWTF such a successful hunting and conservation organization is its willingness to involve family. In the late 1990s, the Federation began its Women in the Outdoors program. The intent was to provide interactive outdoor opportunities (including fishing, hiking, mountain biking, shooting, hunting and gardening) for women nationwide. That mission and much more have been accomplished. Today, 37,000 women are part of the program, and events are held in every U.S. state and several Canadian provinces. About the Survey Females in all 50 states were surveyed about their participation in outdoor activities and their attitudes toward wildlife. The study consisted of six focus groups and 1,200 telephone surveys. Some of the women were current or former members of the NWTF’s Women in the Outdoors program. The rest were members of the general public. Responsive Management, a research firm based in Virginia, conducted the survey. Its work has been cited in prominent media publications including Newsweek, USA Today and the Wall Street Journal.
|
