Why People Hunt & Fish, Why They Quit and What We Can Do

Rob SouthwickRob@SouthwickAssociates.com

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!

Thank you!

Rob SouthwickRob@SouthwickAssociates.com