ALEXANDRIA, VA (July 9, 2020) – Today the Recreational Boating & Fishing Foundation (RBFF) announced the findings of a new fishing license mystery shopper study, which shows promising gains made by states in their online license purchase process. Each year, more and more consumers are purchasing a broader range of goods and services online, as well as from mobile devices. The Online Fishing License Assessment was conducted to gain a better understanding of the current digital licensing landscape and track improvement and progress over time since the last research study in 2012.
In the seven years since RBFF first conducted a study in the realm of online fishing license transactions, significant progress has been made, most notably:
However, while the community has taken giant leaps forward in some areas, opportunity exists to create a more streamlined experience for customers:
“Over the last decade, RBFF has been advising state agencies on the future of e-commerce in a world that’s becoming more digital by the day,” said RBFF President & CEO Frank Peterson. “We are pleased to see so many of our recommendations implemented, however there is still more work to be done. And, RBFF will be here to help support states as they continue to improve the customer experience and reap the rewards along the way.”
The RBFF Online Fishing License Assessment was conducted with MarketViewpoint, a mystery shopping company and is a follow-up to the original Online Fishing License Assessment, which was carried out in 2012. MarketViewpoint directed mystery shoppers to search for and purchase an annual fishing license in each of the 50 states and the District of Columbia via a mobile device. The full report, including comparisons to the original assessment, are available in the RBFF Resource Center.
About the Recreational Boating & Fishing Foundation (RBFF)
RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation's aquatic natural resources. RBFF's recently announced 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 creating awareness about boating, fishing and conservation, and educating people about the benefits of participation. These campaigns help boaters and anglers of all ages and experience levels learn, plan and equip for a day on the water. The campaign websites, TakeMeFishing.org and TakeMeFishing.org/es, feature how-to videos, information on how to get a fishing license and boat registration, and an interactive state-by-state map that allows visitors to find local boating and fishing spots.