Understanding the Directional Relationship Between Recreational Boating and Fishing Participation: A National Survey A Presentation of Topline Results April 2007

Project Overview Conducted by RBFF in 2006Conducted by RBFF in 2006 Marketing research objectivesMarketing research objectives –Develop a better understanding of those who both boat and fish –Assess the market opportunity for anglers adopting fishing from a boat and boaters adopting fishing from a boat Two phase projectTwo phase project –Focus groups Conducted eight focus groups in four U.S. citiesConducted eight focus groups in four U.S. cities Men and Women Who Participate in Recreational fishing and boatingMen and Women Who Participate in Recreational fishing and boating –National survey n = 1,001n = 1,001 Respondents to the national survey were classified into one of three categories:Respondents to the national survey were classified into one of three categories: –Angler + Boater: An individual who has fished at least one time in the past 12 months and boated at least one time in the past 12 months for either recreational purposes or to fish (n = 482). –Angler Only: An individual who has fished at least one time in the past 12 months and has not boated in the past 12 months for either recreational purposes or to fish (n = 296). –Boater Only: An individual who has boated at least one time in the past 12 months for recreational purposes, but not to fish, and has not fished in the past 12 months (n = 223).

Avidity Anglers + Boaters fish and boat significantly more frequently than Anglers Only and Boaters Only.Anglers + Boaters fish and boat significantly more frequently than Anglers Only and Boaters Only. indicates significantly higher at the 95% confidence level.

Expenditures Anglers + Boaters spend more money on fishing equipment and boating accessories compared to Anglers Only and Boaters Only.Anglers + Boaters spend more money on fishing equipment and boating accessories compared to Anglers Only and Boaters Only. indicates significantly higher at the 95% confidence level.

Purpose for Boating Anglers + Boaters enjoy boating for both recreation and fishing.Anglers + Boaters enjoy boating for both recreation and fishing.

Boat Ownership Anglers + Boaters are more likely to own a boat compared to Anglers Only and Boaters Only.Anglers + Boaters are more likely to own a boat compared to Anglers Only and Boaters Only. indicates significantly higher at the 95% confidence level.

Interest in Purchasing a Boat Anglers + Boaters have a greater potential for boat sales compared to Anglers Only and Boaters Only.Anglers + Boaters have a greater potential for boat sales compared to Anglers Only and Boaters Only. indicates significantly higher at the 95% confidence level.

Environment Anglers + Boaters are significantly more likely to report that how they look at the environment was influenced by their fishing and boating experiences compared to Anglers Only and Boaters Only.Anglers + Boaters are significantly more likely to report that how they look at the environment was influenced by their fishing and boating experiences compared to Anglers Only and Boaters Only. indicates significantly higher at the 95% confidence level.

Influence of Fishing and Boating For Anglers + Boaters fishing had more of an influence on getting involved in boating than boating did on fishing.For Anglers + Boaters fishing had more of an influence on getting involved in boating than boating did on fishing. indicates significantly higher at the 95% confidence level.

Reasons for Purchasing First Boat A primary reason for Anglers + Boaters to purchase their first boat was to fish.A primary reason for Anglers + Boaters to purchase their first boat was to fish. indicates significantly higher at the 95% confidence level.

First Experience More than half of Anglers + Boaters recall going fishing first.More than half of Anglers + Boaters recall going fishing first.

Allocation of Time Anglers + Boaters spend more time fishing than they do boating.Anglers + Boaters spend more time fishing than they do boating. indicates significantly higher at the 95% confidence level.

Avidity in Fishing and Boating As such, Anglers + Boaters fish more frequently than boat.As such, Anglers + Boaters fish more frequently than boat. indicates significantly higher at the 95% confidence level.

Boating Activities Fishing is the most popular activity to do while boating.Fishing is the most popular activity to do while boating.

Fish if Not Boat and Boat if Not Fish More Anglers + Boaters would still fish if they didn’t own a boat.More Anglers + Boaters would still fish if they didn’t own a boat.

Tradeoff Decision Anglers + Boaters would choose fishing over boating if forced to make the choice.Anglers + Boaters would choose fishing over boating if forced to make the choice.

Self Identification More Anglers + Boaters identify with being an angler than with being a boater.More Anglers + Boaters identify with being an angler than with being a boater.

Interest in Fishing from a Boat Anglers Only have a greater interest in fishing from a boat compared to Boaters Only.Anglers Only have a greater interest in fishing from a boat compared to Boaters Only. indicates significantly higher at the 95% confidence level.

Likelihood to Fish from a Boat Anglers Only have a greater likelihood in fishing from a boat compared to Boaters Only.Anglers Only have a greater likelihood in fishing from a boat compared to Boaters Only. indicates significantly higher at the 95% confidence level.

Perceptions Both Anglers Only and Boaters Only have perceptions of fishing from a boat that make marketing a challenge.Both Anglers Only and Boaters Only have perceptions of fishing from a boat that make marketing a challenge. Anglers Only You're afraid of the water (18.5%) You have other hobbies / interests you enjoy more (13.4%) You think fishing from a boat is boring (10.9%) It costs too much (8.1%) You don't have enough time (6.8%) You don't own a boat or know anyone who owns a boat (5.9%) You don't have easy access to places to fish from a boat (3.2%) You have too many work or family obligations (3.9%) You don't have anyone to fish from a boat with or no one has ever asked you to go (3.2%) Boaters Only You think fishing from a boat is boring (37.0%) You don't have enough time (16.1%) You have other hobbies / interests you enjoy more(13.0%) You don't like to touch or bait the fish (4.8%) You're scared of the water (3.9%) You don't like to fillet fish (3.4%) You have too many work or family obligations (2.7%) You don't have anyone to fish from a boat with or no one has ever asked you to go (2.7%) You don't have easy access to places to fish from a boat (2.5%)

Key Findings Marketing boating and fishing is good for the industry.Marketing boating and fishing is good for the industry. The directional relationship is stronger for fishing being a pathway to boating than for boating being a pathway to fishing.The directional relationship is stronger for fishing being a pathway to boating than for boating being a pathway to fishing. Anglers Only have a greater interest and greater likelihood to fish from a boatAnglers Only have a greater interest and greater likelihood to fish from a boat