Michigan’s Hunting and Angling Customers
Natural Resource Commission Marketing, Partnership, Youth, Outreach Advisory Committee
R.A.M. Center, Roscommon, MI
March 19, 2015
Jody Simoes, MOD
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Michigan Hunters and Anglers Unique Customers 2009 - 2014
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2009 2010 2011 2012 2013 2014
All Customers
Angling Customers
Hunting Customers
- 5.0%
- 6.6%
Nonresident Fish – 9.5%
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- 6.4%
Nonresident Hunt – 17.1%
Hunting and Angling Customers
Understanding Customers: Example Data Resources
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USFWS License Reports
MDNR Harvest Surveys and Technical Reports
Michigan Retail Sales System
Academic, Industry and Agency Research (e.g.) • Outdoor Industry Association • National Shooting Sports Foundation • American Sportfishing Association • National Marine Manufacturers Association
USFWS HIP and FHWAR Surveys
Data Resources
Michigan’s Total License Market Tags and Licenses Sold*
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Fish (37%)
Deer (includes antlerless) (45%)
Small Game, Spring Turkey,Waterfowl (15%)
Bear, Elk, Furbearer, Fall Turkey(3%)
*5 yr. average 2009 -2014
Data Resources
Angler/Hunter Customer Markets* 2009 - 2013
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FISH 43% HUNT
29%
Fish and Hunt (28%)
RESIDENTS Averaging 1.3M Customers Resident Anglers: 43% Resident Hunters: 29% Resident Anglers+ Hunters: 28%
Fish and Hunt (3%)
FISH 84%
HUNT 13%
NONRSESIDENTS Averaging 230K Customers Nonresident Anglers: 84% Nonresident Hunters: 13% Nonresident Anglers + Hunters: 3%
*approximate representation, part of a developing analysis of market share
Data Resources
Customer Data Collection: Developing a Targeted Marketing Approach
• The average camper/hunter/angler doesn’t exist
• User profile research implies a marketing perspective
• Market research used to develop targeted marketing mix
6 Data Applications: Targeted Marketing
Targeted Marketing Approach: Segmenting, Targeting & Positioning
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Segmentation
Target Marketing
Positioning
Identify and understand characteristics of customers.
Select customers to serve and focus resources to serve them.
Tailor marketing efforts (e.g. timing, content, medium).
Data Applications: Targeted Marketing
Model of Consumer Behavior
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Consumer Behavior Model (Hawkins Mothersbaugh 2010)
Data Applications: Targeted Marketing
So what happened? Examining License Purchasing Behavior
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1980 1983 1986 1989 1992 1995 1998 2001 2004 2007 2010 2013
28 million 27.9 million
- 3%
Sales of U.S. Fishing Licenses 1980 - 2013
Year
Lice
nse
s So
ld (
mill
ion
s)
31.5 million - 11%
10 US Fishing License Sales
Sales of Michigan Fishing Licenses 1980 - 2014
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0
0.5
1
1.5
2
2.5
1980 1983 1986 1989 1992 1995 1998 2001 2004 2007 2010 2013
- 41%
1.4 million
2 million
1.2million
Lice
nse
s So
ld (
mill
ion
s)
- 10%
Year
Michigan Fishing License Sales
Resident v. Nonresident Angler Demographic Comparisons
Description Esri Tapestry™ Profile Description
Resident Anglers
Nonresident Anglers
High Society affluent, well educated, professional employment,
highest income, travel, active 10% 19%
Upscale Avenues prosperous, well educated, above-average income 16% 19%
Metropolis city families, urban lifestyles, row houses, public
transportation, service related jobs 3% 2%
Solo Acts city life, single, young, well educated, professionals,
urban lifestyles 2% 4%
Senior Styles large group, retires, income f/ Soc. Sec. & pensions, 15% 12%
Scholars and Patriots young, lower incomes, college and military, low
home ownership 1% 1%
High Hopes young, mobile, college educated, couples, single
parents, and singles 2% 3%
Global Roots ethnically diverse, young, modest income, renters,
recent immigrants, mostly with children 1% 2%
Family Portrait fastest growing, young families, ethnically diverse,
single family homes 4% 7%
Traditional Living middle America, settled families, older,
neighborhoods, traditional media 11% 11%
Factories and Farms lower income, rural living, manufacturing and
agriculture employment 20% 13%
American Quilt small towns, rural areas, mobile homes, rural lifestyle 16% 7% 12
Fishing customers with an out-of-state address
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20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
2012 2013 2014
197,392 203,751
184,336
- 9.5%
Nonresident Fishing Customers
0
50,000
100,000
150,000
200,000
250,000
300,000
2004 2006 2008 2010 2012 2014
Nonresident Restricted
Nonresident All-Species (Annual) + 63%
Nonresident 24 and 72 hour
Total Nonresident License Sales
+ 27%
- 4%
Nonresident Licenses (Restricted and All-Species & 24 and 72 hour)
2004 - 2014
Year
Lice
nse
s S
old
*Introduction of 72 hour license
14 Nonresident Fishing License Sales
0
50,000
100,000
150,000
200,000
250,000
2004 2006 2008 2010 2012 2014
24 hour
Restricted
All Species (Annual)
-25,137 customers
+ 27,299 customers
Nonresident Customers (Restricted and All Species & 24 and 72 hour)
2004 - 2014
Year
Dis
tin
ct C
ust
om
ers
72 hour
Total Distinct Customers
- 9.5 %
15 Nonresident Fishing Customers
Nonresident Customer Behavior Purchasing Behavior / Churn Rate 2009 - 2014
2010 2011 2012 2013 2014
Repeat Customers (purchased in previous year)
percent 37% 26% 36% 27% 38%
New Customers (did not purchase in previous 5 years)
percent 53% 70% 59% 67% 58%
16 Nonresident Fishing Customers
2014 License Purchasing Behavior of Repeat Nonresident Customers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Restricted All Species 24 Hour 72 Hour
72 Hour
24 Hour
Annual
Hunt/Fish
17 Nonresident Fishing Customers
License Purchasing Behavior of New Nonresident Customers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014
72 Hour
24 Hour
Restricted
Annual
Hunt/Fish
18 Nonresident Fishing Customers
Fishing Summary • Nationally:
– Long term declines since 1980’s, considerable volatility since 2008
• Michigan – Residents
• 5% decline in customers
• Lower churn rate
• Higher propensity to purchase annual licenses
• Repeat and New customer percentages stable
– Nonresidents • 9.5% decline in customers
• Higher churn rate
• Higher propensity to purchase 24 and 72 hour licenses
• Possible decline in New customers
• Narrow fishing focus, more catch and release
• Former Nonresident Restricted license in a longterm decline
19 Fishing Summary
Hunting
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USFWS National Hunting License Report Total License, Tags, Permits & Stamps: State Totals
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
2009 2010 2011 2012 2013 2014
Illinois
Indiana
MI
Ohio
Wisconsin
- 3 %
- 3%
- 2%
+ 0.5%
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- 3%
Regional Hunting License Sales
USFWS National Hunting License Report Total License, Tags, Permits & Stamps: Nonresidents
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
2009 2010 2011 2012 2013 2014
Illinois
Indiana
MI
Ohio
Wisconsin+ 8%
- 0.2%
+ 104%
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- 5%
- 0.4%
Regional Nonresident Hunting License Sales
Michigan RSS Data Resident Hunting Customers
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
2009 2010 2011 2012 2013 2014
Resident License Customers
708,092
- 6.6%
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• On average ~740,00 resident customers purchase ~1.9M hunting licenses • 6.6% decline between 2013 and 2014 • Loss of 46,548 resident customers
769,875 754,640
Resident Hunting Customers
Michigan RSS Data Nonresident Hunting Customers
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2009 2010 2011 2012 2013 2014
Nonresident LicenseCustomers
24,200
- 17%
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• On average ~28,000 nonresident customers purchase ~35,000 hunting licenses • 17.1% decline between 2013 and 2014 • Loss of 5,007 nonresident customers
28,201 29,207
Nonresident Hunting Customers
2014 License Purchasing Behavior of Repeat Resident Customers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Firearm Archery Firearm +Archery
Deer Combo
1 Deer
Deer Combo
Hunt/Fish
25 Resident Deer Hunting Customers
2014 License Purchasing Behavior of Repeat Nonresident Customers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Firearm Archery Firearm +Archery
Deer Combo
1 Deer
Deer Combo
Hunt/Fish
26 Nonresident Deer Hunting Customers
2014 Purchasing Behavior: Resident and Nonresident Customers
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0%
10%
20%
30%
40%
50%
60%
70%
1 Deer
Deer Combo
Hunt / Fish
• Distribution of 3 license groups. • “1 Deer” licenses purchased
relatively late in season.
Deer Summary • Nationally:
– Recent, modest sales gains swamped by longterm declines
– Regional nonresident sales mixed
• Michigan – Residents
• Single deer sales in longterm decline
• Combo sales relatively stable
• More likely to repeat
• Combo and multiple tag holders most likely to repeat
• Higher proportions of customers purchasing combo tag
• License purchases made earlier in season
– Nonresidents • Single deer sales fluctuating
• Combo sales increasing
• Combo and multiple tag holders somewhat more likely to repeat
• Higher proportion of customers purchasing Hunt/Fish license and single deer
• Purchases made later in season
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What are we doing? Market Research and Target Marketing
• Understand characteristics of most volatile license groups (single deer, nonresident single deer, daily fishing)
• Discount on nonresident fishing
• Targeted marketing for nonresident fishing and hunting
• Timed communications to resident hunters and anglers
• Revised message to residents and nonresidents
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