Consumer Insights

Writing note showing Consumer Insights. Business concept for understanding customers based on their buying behavior Writing note showing Consumer Insights. Business concept for understanding customers based on their buying behavior

According to industry reports, 2020 fishing participation in the U.S. increased 12.5% and hunting participation 1.6% – and especially among the critical youth and women’s sectors. Businesses and retailers anxious to hook anglers and to trap hunters will find much of these audiences listening to radio daily, according to recent data from The Media Audit’s consumer surveys in selected markets.

Of particular note in the table below are larger percentages of adults 18-34 who participated in fishing/hunting during the past 12 months and live in smaller markets in rural areas listened to at least 60 minutes of radio daily than those in the major metropolitan areas.

“Considering men traditionally have been the primary demographic of anglers and especially hunters, it is significant 47% of new anglers during 2020 were 18–34 and 41% were women, according to a November 2020 report from Recreational Boating & Fishing Foundation (RBFF) and Ipsos,” said Tim Robisch, West Coast Market Manager, The Media Audit. “Adults 18-34 and women recorded the largest increase in hunting participation from 2019 to 2020, or +12% and +7% as reported by the American Sportfishing Association.”

Even more potentially beneficial for local businesses and retailers in the fishing and hunting sectors are 73% of new 2020 anglers were households with children younger than 18 as per the RBFF/Ipsos report. Both of these sporting sectors continue to be focused on attracting more youth for long-term participation and license and equipment purchases.

All of the adults 25–49 with children at home in the following table may not take their children fishing and hunting, but both are attractive family activities. Interestingly, the largest percentages in four of the six markets are those adults with children age 6 to 12.

Radio is a primary entertainment medium many people are likely to bring with them during a fishing/hunting trip, providing even a better connection with the consumers for businesses and retailers.