I think there are shotgun guys, and everyone else. Shotgun guys really love their sports (clays, bird hunting) sometimes to the extent of not caring to own a rifle or handgun. They’ll often drop serious coin on seriously nice guns. There are a lot of shotgun guys. That being said, I think the demographic trends older.
Then you have “everyone else,” some of whom own a shotgun either for tactical/home defense purposes, hunting, or because they inherited it or heard that everyone ought to have one. This demographic is larger and trends younger, and is buying more guns.
Shotguns aren’t “cool” because they’re almost the very definition of fudd-guns and don’t have a strong military pedigree. And the ones that sell, do so almost by rejecting “cool.” The ad copy tends to emphasize leather chairs, wood paneling, and the finer things in life, rather than matte black, tactical operators, and weapon lights shining through rainy nights.
Shotguns are a tough sell in my experience because those who want one already have one, and the nice ones will sell but for far less than you’d expect, given their original price tag.