why people hunt & fish, why they quit and what we can do€¦ · why people hunt & fish,...
TRANSCRIPT
Learning Objectives
• 1 - What are the major trends in hunting and fishing participation?
• 2 - What are the motivations for fishing and hunting?• 3 - What are some of the different segments of hunters and
anglers and how do they differ?• 4 - What can be done to help maintain and increase fishing,
hunting and outdoor recreation in general?• 5 - How do we best describe, or position, the benefits of
hunting and fishing?
Hunter Trends
10,000,000
11,000,000
12,000,000
13,000,000
14,000,000
15,000,000
16,000,000
17,000,000
18,000,00019
8019
8219
8419
8619
8819
9019
9219
9419
9619
9820
0020
0220
0420
0620
0820
1020
1220
1420
16
Number of Hunting License Buyers
Angler Trends
20,000,000
22,000,000
24,000,000
26,000,000
28,000,000
30,000,000
32,000,000
34,000,000Number of Fishing License Buyers
Trends: 2011 - 2017
Recent Trends: 2011 - 2017
Some growth coming from non-traditional areas
(youth and suburban/urban)
6.1%
Number of Anglers:
6.2%
Number of Hunters:
Anglers relative to population by zip code (participation rate) (2015)
Percent change in the number of anglers between 2012 and 2015 by zip code
Fastest growing “Tapestry” segments within the angler population
Percent change in the hunting participation rate by county 2011 to 2017
0%
5%
10%
15%
20%
25%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
1991 1996 2001 2006 2011 2016
Anglers 16-34 Years Old
Angler Pop. 16-34 Years Old % Of Americans 16-34 Years Who Fished
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
0
5,000
10,000
15,000
20,000
25,000
30,000
1991 1996 2001 2006 2011 2016
Anglers 35+ Years Old
Angler Pop. 35+ Years Old % Of Americans 35+ Years Who Fished
Retention or “Churn” Insights
ASA15Fishing License Renewals and Angler Lifestyles
Nearly half of this year’s anglers will not renew their license next year
The average angler will only buy a license in 2.4 out of every 5 years
12Fishing License Renewals and Angler Lifestyles
14Fishing License Renewals and Angler Lifestyles
Females and young anglers lapse
19Fishing License Renewals and Angler Lifestyles
VISME SLIDE 18New anglers think vs do
First-time anglers think they’ll buy licenses for five years, but few do.
17Fishing License Renewals and Angler Lifestyles
22% of resident hunters will not renew their hunting license next year
Definition: The percentage of this year’s hunters who will not renew their hunting license next year is much greater among women.
Insights Into How We Can Maintain and Grow Participation
Why Do People Hunt and Fish?
1. Why Do People Hunt & Fish?
∗Its FUN, relaxing, outdoors & social!
Reason Active anglers
Lapsed anglers
Ex-anglers
For the sport / recreation / fun 43% 40% 38%For relaxation / to get away 38% 35% 26%To be with family and friends 14% 20% 23%To catch fresh fish to eat 15% 13% 14%To be outdoors / close to nature 11% 12% 10%
Why Do You Fish?
Fishing & hunting are two of many recreational choices that delivers the benefits people seek. Fishing & hunting
are not unique activities.
Reasons Why People HuntReason Magnitude:For fun/relaxation/sport 3.8To be with friends / to be with family 3.7To be close to nature / get outdoors 2.9
For the meat 0.7Tradition 0.4Thrill / excitement of hunting / adventure 0.2Exercise 0.2Challenge 0.1Conservation / help with game management 0.1Trophy / for antlers / to get a big buck 0.1Like to work dogs / other dog-related answer 0.2Other 0.1
2. What’s Competing with Hunting and Fishing?
Hunting’s Competition Is…
Camping, hiking, golfing, boating…
Fishing’s competition?Same thing!
3. “Not enough time” is not a reason
If you want to participate, you’ll find a way: 30% of all anglers say they’ll make time for the
activities they like.
Why are some outdoor activities more desirable than fishing?
Reason Active anglers
Lapsed anglers
Ex-anglers
Like / enjoy activity more than fishing 31% 30% 34%Have family / friends who do activity 20% 21% 20%To stay in shape / improve health 10% 8% 12%Closer to home / less travel 9% 10% 9%Fewer hassles than fishing 4% 7% 7%More / better opportunities nearby than for fishing 4% 3% 3%Activity more relaxing than fishing 3% 2% 3%Less expensive than fishing 3% 4% 4%Takes less time than fishing 3% 3% 2%Activity more challenging than fishing 2% 2% 2%
“Less time” is a symptom, not a cause. Causes include: Shifting interests – especially by their friends
& family; When fishing becomes inconvenient or
complicated, other activities become more attractive, and
Marketing by other activities and organizations may be capturing people before we do.
4. Think Convenience!
People don’t always choose their favorite activity!
Convenience = Time + Perceived Hassle
Advantages Other Activities Have Over Hunting:Advantages Actives Lapsed Ex-huntersNo seasonal / time-of-day restrictions 18.3% 13.3% 16.0%Easier to do 12.9% 17.1% 16.6%Other activities are more fun / more relaxing 18.2% 9.5% 15.1%Other activities can include more family time 12.5% 17.0% 12.8%Don't have any access issues 10.0% 5.3% 4.1%Other activities offer more exercise 4.8% 5.6% 8.1%Less planning is required 5.3% 8.0% 2.3%Cheaper 4.2% 5.8% 5.5%Don't have to travel as far 3.2% 4.0% 4.8%Take less time 5.1% 3.6% 2.2%More friends do other activities 1.8% 3.3% 5.6%
…and more
Mean number of minutes it takes shooters to get to where they typically go shooting.
SHOOTER SURVEY
28.93
34.14
43.17
10
15
20
25
30
35
40
45
Active shooter Intermittent shooter Ex-shooter
Mea
n nu
mbe
r of m
inut
es
5. Start them young.
Mean age of initiation to hunting. HUNTER SURVEY
12.67
15.115.65
4
6
8
10
12
14
16
Active hunter Intermittent hunter Ex-hunter
Mea
n ag
e
6. Losing Hunters & Shooters to Competition is a Subtle Process
“Do recreational activities other than hunting take time previously used for hunting?”
20% of avid hunters report other recreations are stealing away from huntingOf ex-hunters?
Only 35%!Are the other 65% lying?
7. Cost is Generally a Minor Issue
Hunting & shooting equipment is specialized, sometimes costly – and selling great!!
Summary & Recommendations
• 1 - What are the major trends in hunting and fishing participation?Growing recently, but aging, with some emerging exceptions
• 2 - What are the motivations for fishing and hunting?“Fun, Outdoors, Relaxing, Social!”
• 3 - What are some of the different segments of hunters and anglers and how do they differ?
Women: interested! But have highest churn ratesSuburban: increasing interestYounger: distracted / lots of competition
• 4 - What can be done to help maintain and increase fishing, hunting and outdoor recreation in general?
Keep it convenient, fun, top-of-mind, recruit young • 5 - How do we best message the benefits of hunting and fishing?
Reach them in social situations, focus on fun & promote convenient opportunities to learn and engage!
