Travel activities and motivations survey — U.S. Travel Market

Fishing While on Trips of One or More Nights

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A Profile Report — February 21, 2007
Executive summary

Over the last two years, 14.6% (32,072,450) of adult Americans went fishing while on an out-of-town trip of one or more nights. Of those who fished, 40.9% (13,125,640) reported that this activity was the main reason for taking at least one trip in the past two years.

Those who went fishing while on trips tend to be male, married and 35 to 54 years old. Their household incomes and level of education are comparable to that of the average U.S. Pleasure Traveler. They are most likely to reside in Alaska, the West North Central and the Mountain regions of the United States, and in smaller cities, towns and rural areas.

Anglers were slightly more likely than the average U.S. Pleasure Traveler to have taken a trip to Canada in the past two years (17.9% versus 14.6%), and especially a trip to Ontario. In relative terms, they are also over-represented among U.S. Pleasure Travelers to Manitoba, Saskatchewan, the Yukon or the Northwest Territories, and Alberta.

Anglers were active in many other nature-oriented outdoor activities while on trips (e.g., wildlife viewing, hiking, climbing and paddling). Relative to the average U.S. Pleasure Traveler, they were especially likely to have gone hunting, boating, swimming, snowmobiling and ATVing, extreme skiing, cross-country skiing and snowshoeing.

Anglers were more likely than the average U.S. Pleasure Traveler to have participated in activities with a western theme (e.g., equestrian or western events) or a sports-related theme (e.g., amateur tournaments). They were more likely than the average U.S. Pleasure Traveler to have stayed in public campgrounds and accommodations in wilderness settings (e.g., lodge or outpost, campsite). Anglers may be responsive to travel packages that incorporate nature and wilderness-oriented activities.

Anglers tend to consult the Internet for planning trips, but are slightly less likely than the average U.S. Pleasure Traveler to book travel online. Anglers are more likely than the average U.S. Pleasure Traveler to obtain information about travel from trade, travel and sports shows, as well as television programs and advertising.

Their media preferences include magazines, television programs and websites that are oriented toward nature and sports. As such, these media are likely to be the more effective means by which to reach Anglers.