Well, I do know a few people that only have one gun, but not many. I think there is something to the idea that there are a lot many people who own one gun, but I bet there are a lot more with multiple firearms (like most of us).
But the "10%" figure, I think, is misleading & made to make collectors, hunters, and all gun owners look like an insignificant minority, when they're not. Think about that figure - 10%. How much of the population is under the legal age to own a firearm, or for that mattter, too young to vote? My guess would be around 15-20% - I don't have any population figures handy. Then, how many have been convicted so they can't legally own a firearm - about 2%, I think (once again, no stats handy, I'm going by memory). So, only about 83% of the population - approx. 224,100,000 people - can legally own a firearm. Out of them, 36% of the general population, or 97,200,000 own at least one firearm, and 27,000,000 own more than one.
So, about 43% of those who can legally own a firearm, do own at least one. And 12% own more than one (that's about 1/7 legal adults). If you could get 1/7 of the eligible voters to vote for you, you know what you'd have? A landslide victory.
And how much of the general population shows up to vote regularly???