A report from the US Fish & Wildlife Service found that in 2001 “nationally, a total of about 66 million Americans spent more than $38.4 billion observing, feeding, or photographing wildlife.” To put this into perspective, if wildlife watching were a company, its sales of $38.4 billion would rank it 33rd in the Forbes top 500 companies list for 2001 placing it just ahead of Motorola and Kmart.