Most of the hunters here all have binoculars - and mostly swaroski. My neighbour even has a swaroski 95mm scope! Imagine how jealous I am of him - he is not a birdwatcher - and one neighbour the other side just spent 700€ on a pair of binoculars - he is neither birdwatcher or hunter.
Last example friends parents who have a pair of Zeiss Dialyt to see their horses!
Anyway, as mentioned above, binocular sales are not all to birdwatchers. As for the figures, 45million birdwatchers, surprises me greatly. There are 1M members of the RSPB in the UK but not 1M birdwatchers...