Angler Demographics, Fishing Behavior and License Sales Trends in Michigan: Analysis and Marketing Strategy Options

Research scholars in the fields of human dimensions, leisure and market research have identified many possible barriers to fishing participation including lifestyle, activity level, health, time and financial constraints.

Two relatively recent sources of information related to angler demographic characteristics, fishing behavior and license purchasing may provide Michigan Department of Natural Resources and Environment (MDNRE) staff with a unique opportunity to develop targeted outreach, education and marketing strategies. 

The recent MDNRE review of fishing license sales trends provides updated information on fishing participation by license category, gender and age as well as simple participation projection models.  The report demonstrates that while license sales have, in general declined in Michigan, analysis based on age, gender and license type demonstrate the these declines are not proportional.

Further, the ongoing, statewide Michigan Recreational Angler Survey provides a rich source of information related to angler demographics and fishing behavior in terms of when, where, how and what anglers fish for.  The majority of the variables examined in this analysis thought to be important attributes of angler subgroups (fishing frequency; waterbodies fished; catch disposition; age of introduction to fishing) proved to have significant associations with socioeconomic variables also collected.  In addition, seven distinct groups of anglers have been identified and described as a result of a non-hierarchical cluster analysis (K-means) based on several fishing behavior variables thought to be important to angling participation. 

This information provided the MDNRE managers with opportunities for reflection on areas that require further explanation for pursuit of any future marketing actions.  Several areas of analysis to inform marketing and outreach strategies are considered, including: examining behavior and demographic characteristics related to angler retention among minority and nonminority anglers and exploring the utility of geo-demographic information programs in defining angler groups.