ARCHERY PARTICIPATION AMONG ADULT U.S. RESIDENTS
ARCHERY PARTICIPATION AMONG ADULTU.S. RESIDENTS IN 2015Conducted for the Archery Trade Associationby Responsive Management2016
ARCHERY PARTICIPATION AMONG ADULTU.S. RESIDENTS IN 20152016Responsive Management National OfficeMark Damian Duda, Executive DirectorMartin Jones, Senior Research AssociateTom Beppler, Research AssociateSteven J. Bissell, Ph.D., Qualitative Research AssociateAmanda Center, Research AssociateAndrea Criscione, Research AssociatePatrick Doherty, Research AssociateGregory L. Hughes, P.E., Research AssociateTristan Kirkman, Research AssociateClaudia Reilly, Survey Center ManagerAlison Lanier, Business Manager130 Franklin StreetHarrisonburg, VA 22801Phone: 540/432-1888E-mail: ent.com
AcknowledgmentsResponsive Management would like to thank Jay McAninch and Michelle Zeug of the ArcheryTrade Association for their input, support, and guidance on this project.
Archery Participation Among Adult U.S. Residents in 2015EXECUTIVE SUMMARYMETHODOLOGY Study conducted to determine regional and national participation rates in archery Landline and cellular telephones in their exact proportions: Wireless-only: 45.0% Wireless-mostly: 17.2% Dual-use: 19.9% Landline-mostly: 10.7% Landline-only: 7.3% U.S. residents 18 years old and older (n 5,069) Conducted April 2016 Sampling error /- 1.62 percentage points Designed specifically to increase accuracy of participation data: Used generalized introductions and “ruse” questions to avoid topic and participation bias Used randomization in activity order sequence Initial list of activities asked about archery activities, including bowhunting, in general Follow-up participation questions asked more specifically about archery activities otherthan bowhunting and bowhunting separately Asked if “ever” participated first Asked two different questions in random order to determine 2015 participation for eachcategory (i.e., archery activities other than bowhunting and bowhunting):o Participation specifically in 2015o Last time participated (year requested and recorded) Trend comparisons with previous surveys: 2013 (about 2012 participation) 2015 (about 2014 participation) Three separate surveys conducted simultaneously to compare participation rates: Telephone Survey A Telephone Survey B Online Survey For the online survey, Responsive Management worked with Google to implement aprobability-based Internet questionnaire to supplement the telephone surveysi
iiResponsive ManagementPARTICIPATION IN ARCHERY Among adult United States residents as a whole, 9.9% participate in archery in 2015, brokendown as follows: 6.5% of all adult residents are target archery only participants, 2.3% aretarget archery and bowhunting participants, and 1.2% are bowhunting only participants, asshown in the graph below. This rate provides an estimate of 23,836,399 adult archery participants for 2015 in theUnited States.o The population estimates for target archery participants is 21,046,563 and forbowhunters is 8,308,834.Percent of respondents who participated in archeryin 2015 (and the subgroups making up all archeryparticipants).9.9Archery overallTarget archery onlyparticipants6.5Target archery andbowhuntingparticipants2.3Bowhunting onlyparticipants1.20204060Percent (n 5069)80100
Archery Participation Among Adult U.S. Residents in 2015iii The following pie graph shows the proportions of archery participants; a little more than athird of all adult archery participants in the U.S. (35%) bowhunt.U.S. Archery Participants in 2015.12%Target archery but notbowhuntingTarget archery andbowhuntingBowhunting but nottarget archery23%65%
ivResponsive Management Trend analysis shows an increase in archery participation overall in 2015, compared to 2012and 2014 values. This increase corresponds to an increase in target archery activities;bowhunting decreased in 2015 compared to 2014, but participation is nearly identical to the2012 value.Percent of respondents who participated in archery (and thesubgroups making up all archery 2.92.82.30.82.21.20Archery overallTarget archery onlyparticipants2012Target archery andbowhunting participants2014Bowhunting onlyparticipants2015Percent of respondents who participated in target archery rget archeryBowhunting2012201420153.5
Archery Participation Among Adult U.S. Residents in 2015vINTEREST IN ARCHERY AND BOWHUNTING A slight majority of respondents (53%) stated they were not at all interested in archery priorto the survey, with the remainder expressing some degree of interest: 22% were a littleinterested, 16% were somewhat interested, and 9% were very interested. (In this questionarchery refers to both target archery and bowhunting.)Q41. Prior to this survey, how interested were youin archery in general?Very interested9Somewhatinterested47%1622A little interestedNot at allinterested53Don't knowLess than 0.50204060Percent (n 5069)80100
viResponsive ManagementAbout a quarter of respondents (27%) expressed some degree of interest in bowhunting prior tothe survey; 73% were not at all interested.Q47. Prior to this survey, how interested were youin bowhunting specifically?7Very interestedSomewhatinterested927%11A little interestedNot at allinterested73Don't know10204060Percent (n 5069)80100
Archery Participation Among Adult U.S. Residents in 2015vii The “profile” graph below shows the demographic groupings of those who stated they arevery interested in archery in general and bowhunting specifically (the activities are shownside-by-side for comparison). For example, to interpret the graph, of those who stated theyare very interested in archery in general, 72% are male and 28% are female, and of thosewho are very interested in bowhunting specifically, 84% are male and 16% are female.Percent of those who were very interested in[archery in general / bowhunting] that are each ofthe following:72MaleFemale84281667Is 65 or older1513Is between the ages of 55 and 64Archery in generalIs between the ages of 45 and 541821Is between the ages of 35 and 442021Is between the ages of 25 and 342019Is between the ages of 18 and 242119Bowhunting specifically7779White or caucasian86Hispanic or Latino65Black or African-American2926Education is a bachelor's degree or higher7174Education is less than a bachelor's degree6164Lives in a small town or city or rural area3936Lives in an urban or suburban area1513Lives in the Northeast region3641Lives in the South regionLives in the Midwest region2325Lives in the West region25210204060Percent80100
viiiResponsive Management The graph below shows a profile of those who were very interested in archery in general orbowhunting but did not participate in the respective activities since 2011.Percent of those who were very interested in[archery in general / bowhunting] but had notparticipated in [archery activities / bowhunting]from 2011 to present that are each of the following:65MaleFemale24Is between the ages of 18 and 241920Is between the ages of 25 and 341918Is between the ages of 35 and 44181835Archery in general / archeryactivities1922Is between the ages of 45 and 54Is between the ages of 55 and 641276Bowhunting specifically /bowhunting17910Is 65 or older7066White or caucasian88Black or African-American1211Hispanic or Latino72Education is less than a bachelor's degreeEducation is a bachelor's degree or higher227828Lives in an urban or suburban area423658Lives in a small town or city or rural area641611Lives in the Northeast region2120Lives in the Midwest region36Lives in the South region412828Lives in the West region0204060Percent80100
Archery Participation Among Adult U.S. Residents in 2015ixACTIVATION IN LEARNING ABOUT ARCHERY In an open-ended question, those who ever participated in or expressed any interest inarchery were asked where they look for sources that will satisfy or support their interest inarchery or bowhunting. The top response was the Internet in general or a specific searchengine (36% stated this); this was distantly followed by stores (9%), print publications(books, magazines, or newspapers) (8%), and friends or family (7%). A small percentage (2%) of respondents have visited the Archery360 website or Facebookpage.TAKING ACTION TO PARTICIPATE IN ARCHERY Of all respondents, 14% have taken an archery or bowhunting class, lesson, or workshop. Ofthose who have taken a class, a majority (62%) took their most recent class before the ageof 18. Nearly a third (31%) of those who ever participated in or expressed any interest in archery orbowhunting say that they are likely to take a class or workshop in the next 12 months: 16%say they are a little likely, 11% say they are somewhat likely, and 4% say they are very likelyto take a class; two-thirds (68%) say they are not at all likely.CHARACTERISTICS OF ARCHERY AND BOWHUNTING PARTICIPATIONEarly Participation in Archery Activities Most archery participants (79%) had their first experience with the activity before adulthood.The mean starting age of participants is 15.2 years old and the median is 13 years old.Early Participation in Bowhunting The starting age of bowhunting participants skews a bit older compared to that of targetarchery participants, although a majority of bowhunters (60%) had their first experience withthe activity before adulthood. The mean starting age of bowhunting participants is 19.6 yearsold and the median is 16 years old.
xResponsive ManagementCurrent Participation in Archery Activities and Bowhunting Those who participated in both archery activities and bowhunting since 2011 were asked ifthey consider themselves primarily an archery shooter or a bowhunter. A majority (52%)consider themselves primarily a bowhunter, compared to 21% who consider themselves anarchery shooter; 24% consider themselves to be both in equal measure.Q73. Which of the following do you consideryourself regarding your archery and bowhuntingactivities? (Asked of those who participated inarchery activities in 2011 or later and bowhuntingin 2011 or later.)Primarily anarchery shooter,and a bowhuntersecond21Primarily abowhunter, andan archeryshooter second52Equally anarchery shooterand a bowhunter24Don't know /None describeyou30204060Percent (n 213)80100
Archery Participation Among Adult U.S. Residents in 2015xi Of those who participated in archery in 2015 (target or bowhunting), the most commonarchery activity by far was shooting casually or for fun (76% of archers did this), followedby bowhunting (35%) and practice shooting for competition or bowhunting (20%).Q76. Thinking about 2015 only, in which of thefollowing archery activities did you participate?(Asked of those who participated in archery in2015.)Shooting casuallyor for fun7635Multiple Responses AllowedBowhuntingPractice shootingfor competition orbowhunting20Participating in orjoining an archeryor bowhuntinggroup or club7Shooting incompetitions orleagues6Taking a class,lesson, orworkshop4None of these30204060Percent (n 411)80100
xiiResponsive Management A majority (62%) of 2015 archery participants (target or bowhunting) used a compound bow,distantly followed by nearly equal percentages who used a crossbow (22%), a recurve bow(21%), or a long bow or any other type of traditional bow (19%). Of the bow types, bowhunters most often used and/or purchased a compound bow in2015.Percent of respondents who purchased / used eachof the following:(Of those who participated in bowhunting in 2015.)Participated in bowhunting in 2015 and archery activities in 2015Participated in bowhunting only in 2015Total14Purchased a compound bow in 2015812201Purchased a recurve bow in 20151179Purchased a crossbow in 2015201Purchased a long bow or any othertype of traditional bow in 2015807478Participated in (any) archery in 2015with a compound bow21Participated in (any) archery in 2015with a recurve bow61635Participated in (any) archery in 2015with a crossbow2632Participated in (any) archery in 2015with a long bow or any other type oftraditional bow135100204060Percent80100
Archery Participation Among Adult U.S. Residents in 2015xiii Of those who participated in target archery activities in the past 5 years (i.e., since 2011), aplurality (34%) participated in 1 of the 5 years. There is a uniform distribution of those whoparticipated in 2, 3, 4, or all 5 of the 5 years (14%-16% each). In general, bowhunters are more avid than target archery shooters. Of those who wentbowhunting in the past 5 years, a quarter (25%) participated in all 5 years. In descendingorder of frequency, 22% went bowhunting in 4 of the 5 years, 14% went 3 years, 20% went 2years, and 15% went 1 year. Bowhunting participants are shown below. 3% went bowhunting in 2015. 6% went bowhunting within the past 5 years (2011 to 2015). 10% have ever gone bowhunting.Percent who went bowhunting.During 20153Within the past 5years (2011 to2015)6Ever100204060Percent (n 5069)80100
xivResponsive Management Of those who ever went bowhunting, over a third last went bowhunting in either 2015 (31%)or 2016 (9%). Distributions are shown below.Q34. When was the last time you wentbowhunting? (Asked of those who have everparticipated in 010142000 or earlier22Don't know40204060Percent (n 492)80100
Archery Participation Among Adult U.S. Residents in 2015xv Those who went bowhunting in 2015 participated for a mean of 26.4 days and a median of12 days. In an open-ended question, those who went bowhunting in 2011 or later but not in 2015 wereasked why they did not bowhunt in 2015. A majority (52%) cited a lack of time; other topresponses were health or age (11% stated this) and that they moved to a new state or areunfamiliar with the area (10%).Expenditures Over half (55%) of target archery participants in 2015 spent money on equipment for archeryactivities. Of those who spent money, the mean amount spent was 1,185, although thisaverage was driven up by the higher spenders; the median amount spent was 200. Over athird (39%) of participants spent money on travel to participate in archery activities. Ofthose who spent money, the mean amount spent was 1,419, although this average wasdriven up by the higher spenders; the median amount spent on travel was 75. A solid majority (72%) of bowhunters in 2015 spent money on bowhunting equipment. Ofthose who spent money, the mean amount was 696 and the median was 300; 16% spent 1,000 or more. Also, a solid majority (73%) of bowhunters spent money on travel to gobowhunting. Of those who spent money, the mean amount was 575 and the median was 200; 14% spent 1,000 or more. Of those who participated in 2015 in any form of archery, 24% purchased a bow for theirarchery or bowhunting activities (11% purchased a compound bow, the most common type).Continued Interest/Participation With and Without Support A small number (2%) of those who ever participated in or expressed any interest in archeryare involved in an archery or bowhunting organization.
xviResponsive ManagementPROFILES OF ARCHERY AND BOWHUNTING PARTICIPANTSThe following section presents “profile” graphs, which show at a glance the profile of whichevergroup is being profiled. The following explains how these profile graphs are put together, aswell as how they should be interpreted. This explanation will start with those who bowhunted inthe past 5 years (i.e., since 2011). For convenience, they will be referred to as active bowhuntersin this explanation.To show the characteristics of active bowhunters, one could look at a series of pie graphs. Forinstance, active bowhunters could be categorized, based on how long ago they startedbowhunting, into those who started more than 5 years ago and those who started within the past 5years. As shown in the pie graph below left, 86% of active bowhunters started more than 5 yearsago, while 14% started within the past 5 years. Likewise, in looking at gender, the analysesfound that 84% of active bowhunters are male, and 16% are female, shown in the graph belowright.Active bowhunters bywhen startedbowhunting.14%Active bowhunters bygender.16%MaleFemaleStartedbowhuntingmore than 5years ago86%Startedbowhuntingwithin the past 5years84%Other variables could be broken down the same way in a pie graph, such as region. Activebowhunters comprise 42% who live in the South region, 25% who live in the Midwest region,17% who live in the West region, and 16% who live in the Northeast region (see pie graphbelow).Active bowhunters by region.17%16%Lives in the Northeast regionLives in the South regionLives in the Midwest regionLives in the West region25%42%
Archery Participation Among Adult U.S. Residents in 2015xviiHowever, looking at all of those pie graphs becomes onerous. Instead, a profile graph is usedthat shows all the information from multiple pie graphs on one graph (see below). For instance,as indicated earlier, 86% of active bowhunters started more than 5 years ago, while 14% startedwithin the past 5 years; additionally, 84% of active bowhunters are male and 16% are female.Each of these statistics is represented on the graph as a single bar; for instance, there is a barshowing that 84% of active bowhunters are male, and so on. Note that for each characteristic,such as gender, the bars making up that characteristic (for gender, the male and female bars) willsum to 100%.Bowhunter ProfilePercent of those who bowhunted from 2011 topresent that are each of the following:86Started bowhunting more than 5 years ago84Male68Education is less than a bachelor's degree66Participated in bowhunting in 2015 or 201661Lives in a small town or city or rural areaParticipated in bowhunting 2, 3, or 4 of the yearsfrom 2011 to 20155642Lives in the South region39Lives in an urban or suburban area34Bowhunted in past 5 years but not in 2015 or 201632Education is a bachelor's degree or higherLives in the Midwest region25Participated in bowhunting all 5 of the years from2011 to 20152522Is between the ages of 35 and 44Is between the ages of 18 and 2420Is between the ages of 25 and 3420Is between the ages of 45 and 5419Lives in the West region17Female16Lives in the Northeast region16Participated in bowhunting in only 1 of the yearsfrom 2011 to 201515Is between the ages of 55 and 6414Started bowhunting within the past 5 years145Is 65 or older0204060Percent80100
xviiiResponsive ManagementPercent of those who bowhunted from 2011 topresent that are each of the following:Is not 'very likely' to take an archery or bowhuntingclass, lesson, or workshop in the next 12 months93Rated 'to get out or just enjoy the outdoors' as a 9or 10 out of 10 as a reason to bowhunt6664Is 'very interested' in bowhunting specificallyRated 'to spend time with friends or family' as a 9or 10 out of 10 as a reason to bowhunt5957Is 'very interested' in archery in generalRated 'for fun and recreation' as a 9 or 10 out of10 as a reason to bowhunt54Rated 'to obtain meat primarily because you likethe taste or the accomplishment' as a 9 or 10 out51Rated 'for the challenge that archery skills orequipment offer' as a 9 or 10 out of 10 as a reason43Is not 'very interested' in archery in general43Rated 'to obtain meat primarily because you preferlocal, natural, or non-commercial sources of food'42Rated 'for the adventure, exercise, or fitness' as a9 or 10 out of 10 as a reason to bowhunt3836Is not 'very interested' in bowhunting specificallyInterest in archery was first piqued by familymembers or growing up around archery34Interest in archery was first piqued by thechallenge, sport, or competitive aspect of archery8Is 'very likely' to take an archery or bowhuntingclass, lesson, or workshop in the next 12 months7Interest in archery was first piqued by membershipin scouts or outdoor clubs7Interest in archery was first piqued by school,college, or an archery program, class, or5Interest in archery was first piqued by personalcuriosity or enjoyment, or the opportunity to be3Interest in archery was first piqued by television,movies, or video games20204060Percent80100
Archery Participation Among Adult U.S. Residents in 2015xixArchery Participant (Excluding Bowhunting) ProfilePercent of those who participated in archeryactivities from 2011 to present and did notparticipate in bowhunting from 2011 to present thatare each of the following:First began participating in archery activities morethan 5 years ago7656Education is less than a bachelor's degreeLives in a small town or city or rural area54Male53Female47Lives in an urban or suburban area46Participated in archery activities 2, 3, or 4 of theyears from 2011 to 20154544Education is a bachelor's degree or higherParticipated in archery activities in only 1 of theyears from 2011 to 201542Lives in the South region35Is between the ages of 18 and 2433Lives in the Midwest region25First began participating in archery activities withinthe past 5 years24Lives in the West region22Is between the ages of 35 and 4421Lives in the Northeast region18Is between the ages of 25 and 3417Is between the ages of 45 and 54169Is between the ages of 55 and 64Participated in archery activities all 5 of the yearsfrom 2011 to 201583Is 65 or older0204060Percent80100
xxResponsive ManagementPercent of those who participated in archeryactivities from 2011 to present and did notparticipate in bowhunting from 2011 to present thatare each of the following:95Is not 'very interested' in bowhunting specifically85Is not 'very interested' in archery in generalInterest in archery was first piqued by familymembers or growing up around archery27Interest in archery was first piqued by membershipin scouts or outdoor clubs1715Is 'very interested' in archery in generalInterest in archery was first piqued by school,college, or an archery program, class, ordemonstration9Interest in archery was first piqued by personalcuriosity or enjoyment, or the opportunity to beoutside8Interest in archery was first piqued by television,movies, or video games7Is 'very likely' to take an archery or bowhuntingclass, lesson, or workshop in the next 12 months6Is 'very interested' in bowhunting specifically5Interest in archery was first piqued by the challenge,sport, or competitive aspect of archery30204060Percent80100
Archery Participation Among Adult U.S. Residents in 2015xxiTABLE OF CONTENTSIntroduction and Methodology .1Use of Telephones for the Survey .1Questionnaire Design .1Survey Sample.3Telephone Interviewing Facilities .3Interviewing Dates and Times.3Telephone Survey Data Collection and Quality Control.4Data Analysis.4Sampling Error .6Internet Survey .6Additional Information About the Presentation of Results in the Report .7Participation in Archery.8Demographic Profiles of Bowhunters and Archers .25Analyses of Demographic Differences Between Bowhunters and Archers .29Awareness and Self-Rated Knowledge of Archery .35Interest in Archery and Bowhunting.38Activation in Learning About Archery .48Taking Action to Participate in Archery.54Characteristics of Archery and Bowhunting Participation .61Early Participation in Archery Activities .61Early Participation in Bowhunting .68Current Participation in Archery Activities and Bowhunting .73Expenditures .95Continued Interest/Participation With and Without Support .107Demographic Data .109Internet Survey Results and Comparisons .123About Responsive Management .127
Archery Participation Among Adult U.S. Residents in 20151INTRODUCTION AND METHODOLOGYThis study was conducted for the Archery Trade Association (ATA) to determine adultAmericans’ current levels of awareness, interest, and participation in archery. The study alsofollows up on previous similar studies to evaluate trends in Americans’ archery participation(including bowhunting). The study entailed a scientific telephone survey, using a dual-framesample that includes both cell phones and landlines, of randomly selected residents of the UnitedStates 18 years old and older. Specific aspects of the research methodology are discussed below.USE OF TELEPHONES FOR THE SURVEYFor the survey, telephones were selected as the preferred sampling medium because of thealmost universal ownership of telephones, particularly with the coverage provided by the dualframe sample that includes both landlines and cell phones). Additionally, telephone surveys,relative to mail or Internet surveys, allow for more scientific sampling and data collection,provide higher quality data, obtain higher response rates, are more timely, and are morecost-effective. Telephone surveys also have fewer negative effects on the environment than domail surveys because of reduced use of paper and reduced energy consumption for deliveringand returning the questionnaires.QUESTIONNAIRE DESIGNThe telephone survey questionnaire was developed cooperatively by Responsive Managementand the ATA, based on the research team’s familiarity with archery and bowhunting activities, aswell as the previous similar surveys conducted for the ATA. Responsive Managementconducted pre-tests of the questionnaire to ensure proper wording, flow, and logic in the survey.The survey used a “ruse” line of questioning at the beginning of the survey. This was donebecause a major objective of the survey was to determine national and regional participationrates in archery, and the survey was worded to avoid bias that would arise from the tendency forthose who do not participate in archery to refuse to participate in a survey about that activity.Therefore, the survey started by asking about some general activities, mixing archery andhunting in with other activities.Otherwise, the questionnaire was designed to emulate the archery recruitment progression asclosely as possible. The ATA’s experience with the Archery360 platform over the past 3 yearssuggests that recruitment starts with awareness, proceeds to interest, and reaches the point ofactivation:Awareness. An individual learns that archery exists or becomes aware that archery is a sportor activity. This is the simplest and earliest stage of people entering into a position where theATA could market to them or otherwise appeal to them to progress beyond awareness. Thepopulation of people who are aware of archery is the biggest pool of people from whom theATA could potentially recruit into archery.Interest. An individual progresses from awareness about archery to someone who has aninterest in archery. That interest can take on many forms: interest in the equipment, interestin movies or TV shows that feature archery shooting, interest in archery competitions such as
2Responsive Managementthe Olympics, interest in archery as a form of warfare, interest in archery as a tool forhunting, etc. Knowing what type of interest a person has in archery can help the ATAdetermine how to market to or help the individual continue to progress along the recruitmentprocess. The population of people who have an interest in archery would be a subset of thosewho are aware of archery, but it would still be larger than the population of people who havetaken action and participated in archery, even if it was only a single trial.Activation. This is the step where people research archery opportunities available to them,which can include searching online or through other media to learn about archery centers,instructors, classes, shooting ranges, or any archery or bowhunting organizations in theirvicinity.That progression leads to the point where people actually participate in archery, which is wherethe archery community
Archery Participation Among Adult U.S. Residents in 2015 xi Of those who participated in archery in 2015 (target or bowhunting), the most common archery activity by far was shooting casually or for fun (76% of archers did this), followed by bowhunting (35%) and practice shooting for competition or bowhunting (20%). Q76.
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