Survey Reveals Impact of Anglers' Legacy Ambassadors to Fishing
A new survey released today by the Recreational Boating & Fishing Foundation (RBFF) reveals that Anglers' Legacy' participants, called "Ambassadors," introduce an average 68 percent more newcomers to the sport than non-Ambassadors. Ambassadors also spend on average $530 more annually than non-Ambassadors on boating and fishing related products, travel and services.
New this year, the survey queried current Ambassadors about their level of interest in receiving more information about conservation efforts and new products. The survey also explored the extent to which Ambassadors' activities and views on aquatic stewardship were affected by the Gulf of Mexico oil spill.
"Once again, our Anglers' Legacy Ambassadors have proven they are a powerful engine for building the next generation of boating and fishing enthusiasts," said RBFF President and CEO Frank Peterson. "Ambassadors acted last year on the timely appeal of fishing as an affordable sport, introduced more people to it, and did their share to contribute to industry sales and conservation."
KEY FINDINGS INCLUDE:
- Ambassadors are introducing youth and newcomers to fishing.
- More than 80 percent of Ambassadors took a newcomer fishing within the last 12 months (average 4.2 newcomers each), compared to 59.5 percent of non-Ambassadors (average 2.5 newcomers each).
- Ambassadors introduced an average of 3.3 youth to fishing; 73 percent more than non-Ambassadors.
- Almost all Ambassadors (97 percent) feel that the newcomer(s) they introduced to fishing will continue to fish in the future.
- Ambassadors are fishing frequently - many from a boat.
- More than 80 percent have fished from a boat in the past year.
- Nearly 60 percent of Ambassadors own a boat or other type of watercraft; nearly 60 percent of non-Ambassadors do not.
- Ambassadors generate significant revenue for the industry.
- Ambassadors spend on average $530 more annually than non-Ambassadors on boating and fishing related products, travel and services.
- Ambassadors have a strong interest in receiving more information about conservation efforts and new products.
- More than 60 percent of Ambassadors are interested in receiving updates about new products.
- More than 50 percent of Ambassadors are interested in updates on new conservation initiatives that impact anglers.
- Two-thirds of both respondent groups feel strongly that the oil spill has affected their feelings about keeping waters safe from environmental damage.
Anglers' Legacy, a national mission from the Take Me Fishing' campaign, asks avid boaters and anglers to take a Pledge to introduce at least one new person to the sport each year. Currently, there are more than 230,000 Ambassadors nationwide.
The survey was conducted by the independent research firm EurekaFacts, LLC in September 2010 with approximately 5,500 Ambassadors. The non-Ambassador sample was drawn from a national online survey panel and composed of 405 avid anglers who are not participants in the Anglers' Legacy program. For an executive summary or more information, visit rbff.org or call RBFF at (703) 519-0013.