Market Focus: Fishing Enthusiasts
Looking to make a splash with your product or service? Don’t overlook the fishing enthusiast market. The 2001 National Survey of Fishing, Hunting, and Wildlife-Associated Recreation conducted by the U.S. Fish & Wildlife Service found that 16 percent of the U.S. population over the age of 16—that’s 34 million people—participated in fishing during the time of the survey.
Even better news is that the fishing enthusiast market can be an affluent demographic that’s eager to spend money on the hobby. Sixty percent of the people who fished during the time of the U.S. Fish & Wildlife Service National Survey earned more than $50,000 per year.
The fishing market has multiple levels of demographics based on the type of fishing the consumer engages in. “You can say that there are those who fish with a cane pole—who don’t invest much in their hobby,” says Matt Chilcutt, president of Chilcutt Direct Marketing, a list brokerage and list management company specializing in the outdoor market. “Then there are the hard-core bass fishing type, who tend to be the type to drive a $50,000 vehicle to pull a $50,000 boat.” The average income for the fly fishing group ranges from $100,000 to $200,000 per year, according to Lenore Cunningham, sales director of Lake Group Media, a full service direct marketing company, and deep sea fishing tends to attract the highest demographic: “If you look at the titles that specialize in deep sea fishing, they have the highest average income of all the publications—$300,000,” she says.
Know Your Market
If you picture the typical angler as a man living in the backwoods of Oregon, you may be surprised to learn that 26 percent of anglers are women. And, while fishing fans pursue their hobby all over the United States, the highest percentage—19 percent—live in the South Atlantic region. The majority—61 percent—live in urban as opposed to rural areas; however, according to Rob Southwick, president of Southwick Associates, a fish and wildlife economics consulting firm, there’s been a substantial drop in anglers coming from urban cores.