Press Releases

Study Offers Insights for Retaining 2020 New Anglers and Boaters
Research supports strategies for the industry to engage with growing nontraditional audiences
Throughout 2020, fishing and boating have provided Americans with much-needed encouragement," said RBFF President and CEO Frank Peterson. "As we look ahead to 2021 and beyond, engaging with these newcomers will be an integral part of our industry's continued success, and with that in mind, this new study provides data-backed insights to help fishing and boating organizations retain these nontraditional new audiences.

ALEXANDRIA, Va. (December 15, 2020) — The Recreational Boating & Fishing Foundation (RBFF) today announced the findings of a major national research study in partnership with global market-research firm IPSOS to provide the industry with insights for retaining and engaging the new audience surged amidst COVID-19. The study, titled Casting a Wide Net: Identifying New Anglers and Boaters and Determining Tactics for Retention, projects millions of new and returning anglers and boaters to the sport and supports the industry in understanding who these new participants are and how best to engage with them.

 

"Throughout 2020, fishing and boating have provided Americans with much-needed encouragement," said RBFF President and CEO Frank Peterson. "As we look ahead to 2021 and beyond, engaging with these newcomers will be an integral part of our industry's continued success, and with that in mind, this new study provides data-backed insights to help fishing and boating organizations retain these nontraditional new audiences."

Key findings from the report include:

  • New anglers and boaters are younger, more urban and more diverse. They are also highly socially connected.
  • Three key elements of fishing and boating are main motivators to these new anglers and boaters: social connection with loved ones, the challenge of the activities and the connection to nature they offer.
  • The biggest barriers faced by new participants include balancing other priorities, not having the proper equipment or not knowing about affordable options, not having enough experience and not having a fishing or boating companion.
  • 90% of new anglers and 94% of new boaters wish to continue these activities in the future. Necessary actions that fishing and boating organizations can take to retain this new audience include reminding newcomers of the great fishing and boating experiences they had in 2020, highlighting convenient water access, providing beginner educational resources, emphasizing the social aspects of fishing and boating, and recommending cost-effective equipment.

Download the full report along with accompanying infographics providing other key takeaways for fishing and boating organizations at www.takemefishing.org/WhosOnBoard.

 

About the Recreational Boating & Fishing Foundation (RBFF)

RBFF is a nonprofit organization whose mission is to increase recreational angling and boating participation, thereby protecting and restoring the nation's aquatic natural resources. RBFF's 60 in 60 effort strives to attract 60 million anglers to the sport by the end of 2021. To help recruit, retain and reactivate participants, RBFF developed the award-winning Take Me Fishing™ and Vamos A Pescar™ campaigns to build awareness of boating, fishing, and conservation and educate people about the benefits of participation. The campaign websites feature how-to-videos and an interactive state-by-state map that allows visitors to find local boating and fishing spots, helping boaters and anglers of all ages and experience levels learn, plan, and equip for a successful day on the water. RBFF also offers its industry stakeholders many tools including a Fishing License & Boat Registration Plugin to connect their customers with the information they need in just one click, as well as an embeddable Places to Fish & Boat Map to help their customers discover places to fish and boat near them.

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For further information: Bruna Carincotte - Senior Manager, Public Relations & Communications bcarincotte@rbff.org | (703) 519-6917

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