Geographic Analysis of the U.S. Market SOURCE: A.C. Nielsen 2000

*Over 1/3 of people in every region feed the birds

Wild Bird Feeders = 3 Segments

Enthusiasts

Beginners

Big-Hearted

The Enthusiast•Above average income (Retired $20,000-$30,000;

Working $40,000+ per year) • Age 45+ with grown children• Worldly concerned, especially with nature and the environment• Suburban and rural homeowners, generally large lot• Above average education (Bachelors and Masters Degrees)

• Enjoy outdoor activities, also gardeners• Average T.V. viewer (generally watching informative or educational programming).

The Enthusiast Con’t.

•Enthusiasts also share the following:•Feed birds year-round•Usually have three or more feeders going at one time•Enjoy feeding specialty products – those that “feed well” and keep birds coming back•Purchase hobby-related items (books, bird houses, decorative, etc.)•Bird feeding is an integral part of their life (they have a passion for the hobby).

The Enthusiast, based on experience and information, knows what feeds birds the best and will recommend these specialty foods to other customers.

The Enthusiast Con’t.

• 27% of all enthusiasts spend $50 or more per month on their favorite hobby! •Within a single year, 29% will purchase binoculars (for bird watching)• 27% will purchase field guides or books on Bird Feeding• 36% will purchase an additional bird feeder• 25% will purchase a bird bath; and 22% will purchase a bird house

The Beginner•Average income ($20,000-$30,000 per year)•Age 20-70•Worldly concerned•Homeowners or Apartment dwellers, primarily in Urban and Rural areas•Average to above average education (High School Graduate, some college)•Enjoy outdoor activities•Enjoy family or team-oriented activities

The “Big-Hearted” Feeder

The third market segment for Bird Feeding is the “Big-Hearted” Feeder, or the customer that feeds birds only in bad weather. Usually this customer can be classified as anyone, and the “Big-Hearted” Feeder can take on many characteristics- from being genuinely interested in bird feeding as a potential hobby to simply having a kind of heart for wild birds in bad weather.

Related Items Purchased By People Who Feed Birds Within One Year

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% Who PurchaseSOURCE: Wild Bird Usage Study, Hull Research

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