Press Releases

ALEXANDRIA, VA (November 29, 2011) - A new survey of TakeMeFishing.org visitors reveals continued high levels of satisfaction and an overall positive experience with the website, the Recreational Boating & Fishing Foundation (RBFF) announced today. The annual online survey also reveals the Take Me Fishing™ campaign website had a positive impact on visitors’ boating and fishing behaviors, helping nearly two-thirds learn, plan and equip for their boating and fishing activities, and influencing more than one-third of visitors to be more likely to go fishing in the next year.

“We’re pleased that the site continues to deliver useful content to visitors, motivates them to get out on the water boating and fishing, and helps them with their planning,” said RBFF President and CEO Frank Peterson. “Based on this and other research, we’re developing new content and features for the site that will enhance our offerings and customize the user experience.”

KEY FINDINGS:

Satisfaction & Overall Experience

• 85 percent of visitors found the information they were searching for on the site.
• 75 percent of visitors are very or somewhat satisfied with the website and 78 percent described their overall experience as excellent or good.
• More than three-quarters of visitors said they were likely to recommend the site to others, and 82 percent said they intended to visit it again.
• One-half of visitors visited the boating section, with 82 percent of them being very, or somewhat satisfied with the boating content.
• About one-third of website visitors reviewed conservation information, with the vast majority being very or somewhat satisfied with the conservation content and being aware that conservation is important.

Influence & Motivation

• 84 percent of website visitors are likely to go fishing in the coming year.
• Three-in-five visitors who sought information on state fishing licenses purchased a license.
• 63 percent of visitors find the website influential in helping them learn, plan and equip for their boating and fishing activities.
• Enjoying the outdoors, the scenery and spending time with friends are top motivators both for going boating and fishing.

TakeMeFishing.org is a one-stop resource for boaters and anglers to learn, plan and equip for a day on the water. In 2011, RBFF launched the mobile version of TakeMeFishing.org, new homepage features and conservation content. The site has earned national recognition this year with awards from the American Society of Association Executives (ASAE), the Public Relations Society of America (PRSA), the Webby Awards, W3 Awards and Davey Awards.

The online survey was conducted by Brunner, Inc. in September 2011. It involved 1,000 existing visitors and a panel of 500 non-visitors. In addition to website satisfaction and its impact on boating and fishing behaviors, the study also explored visitor and non-visitor demographics; visitors’ usage of mobile phone platforms, functionalities and apps; and the means by which visitors first learned about TakeMeFishing.org.

An executive summary of the survey is available upon request. Requests should be directed to RBFF Online Strategies Director Maria Knight at mknight@rbff.org.

About 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 helps people discover, share and protect the legacy of boating and fishing through national outreach programs including the Take Me Fishing™ campaign and Anglers’ Legacy™.