America's 11 million landowners are a diverse mix of people who have many and varied reasons for owning land—they include rugged timbermen, country folk, urbanites, farmers, conscientious environmentalists, avid hunters, overworked professionals, and a host of other groups. To help make sense of these differences, the National Woodland Owner Survey (NWOS) has identified key variables that help to predict landowners' decisions and actions. These variables are:

Reasons for owning land

This is the single most significant factor that defines landowners' orientation and behavior. Using NWOS data, SFFI has identified four "types" of landowners based on this variable.

Size of land holding

People with larger plots tend to see woodlands as a financial asset and often have a family tradition of land ownership. Larger plots are associated with regular timber harvests, employment of foresters, participation in government programs, and greater concern for restrictions on land use.

Tenure or tradition of land holding

Owners who have inherited their land are often most concerned about keeping it intact and passing it on to their heirs. New owners tend to be less knowledgeable but also more open to advice and information.

Residence on the land

People who live on their woodland are usually more emotionally attached to it than people who don't. They spend more time in their woods, and may know their woods better.

Farming background

Farmers tend to have a deep understanding of land management and a pragmatic approach to tending and managing woodland. However, they value farm land more than woods, and prefer to attend to their agricultural holdings.

Many of these factors are interrelated and work together to affect landowners' decisions.