New Study Spotlights Ways to Retain Anglers and Boaters Before They Quit
Behavioral science seeks to understand why people opt out of fishing and boating and identifies keys to stemming an outgoing tide of participants.
ALEXANDRIA, V.A. — The results of a new research study commissioned by the Recreational Boating & Fishing Foundation (RBFF) are shedding light on a troublesome trend facing the boating and fishing industries. Despite record levels of new fishing and boating participants in recent years, the number of anglers and boaters exiting the activities has been increasing at an alarming rate. Billions of dollars in revenue are being lost, and funding to support fisheries conservation and clean waterways is being left on the table.
Titled “The Psychology of Churn,” the results of the multi-phase, year-long research study are being rolled out now.
Experts agree, there is incredible value in learning how to reduce churn. According to Forbes, new customer acquisition costs have increased by almost 50-percent in the past five years. And according to Bain & Company and the Harvard Business School, retaining just 5-percent of lapsed customers can result in a 25 to 95-percent increase in profits. The reason? Existing customers are up to 14 times more likely to make a purchase than new prospects. And, they spend 31-percent more than new customers.
“Learning how to reduce churn is just smart business,” said Dave Chanda, RBFF President and CEO. “To gain insight into why people chose to stop fishing and boating and what might be done to bring them back, RBFF engaged global market research firm Ipsos to utilize behavioral science techniques to compile ‘The Psychology of Churn.’”
Headwinds Causing Churn
“The Psychology of Churn” goes beyond the conscious reasons people leave fishing and boating to also explore the underlying, nonconscious motivations causing customers to lapse. Using four systematic experiments and observation strategies, researchers tracked online chatter and conversation on social media, held direct discussions with people who have left the activities, and employed other sophisticated techniques to identify barriers to participation and understand the kinds of participants that lapse. Video diaries of lapsed boaters and anglers also were captured to speak to the sportfishing and boating communities.
The combined strategies revealed key takeaways that differentiate lapsed anglers and boaters from retained, or active, participants:
1. Lower Interest in Being Outdoors
- Retained anglers and boaters have more people in their household and inner circle who also participate in fishing or boating.
- Retained anglers and boaters also have a strong nostalgic tie to the activity that kindles a deeper connection versus those who have lapsed.
- Retained anglers and boaters view their lives and values as more in line with those of a typical angler or boater; there is an aspect of ‘identity’ that plays a role in participation.
3. Lower Commitment & Less Positive First Impressions
- Retained anglers and boaters recalled their first impressions more positively than those who have lapsed, suggesting potential hurdles to ‘trying again.’
- Overall, there was a lower commitment to fishing and boating with the majority of lapsed participants averaging 7-8 days on the water and only during warm seasons (compared to 20-22 days for retained participants). Lack of access is also at play for lapsed boaters.
4. Underlying Mindset Differences
- Lapsed participants find it harder to relax, are less adventurous and prefer the familiar, which may lead to an avoidance of new activities.
- Differences in underlying, non-conscious mindsets means opportunity for tailored messaging.
Tailwinds to Curb Churn
As research goes, “The Psychology of Churn” is hot off the press. The final phase of this study was completed in July 2024. But solutions to churn are already available:
- Piggybacking fishing and boating onto existing outdoor activities like hiking and camping offers an avenue to inclusiveness.
- Appealing to people’s sense of nostalgia—especially during times of uncertainty—can be a powerful promotional tool.
- Promoting the mental health benefits of time spent outdoors can also help retain customers.
- And offering a fresh start, at any time of year, to those who may have had a negative first impression can, too.
Upcoming Webinar on “The Psychology of Churn”
To help the fishing and boating community better understand churn and how to encourage their audiences to stick with it, RBFF is rolling out resources starting with a free webinar on Thursday, September 12 at 2:00 p.m. ET. The discussion will be led by RBFF and Ipsos and will include an overview of the research, why addressing fishing and boating churn is important, common themes as to why people bail out and actionable insights and tactics to retain them. Register online for the webinar.
About RBFF
The Recreational Boating & Fishing Foundation (RBFF) is a nonprofit whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. To help recruit, retain and reactivate participants, RBFF developed the award-winning Take Me Fishing™ and Vamos A Pescar™ brands which educate the public on fishing, boating and conservation while inspiring them to hit the water. RBFF offers consumer research, website plugins, marketing education and shareable content to help better connect industry stakeholders and government agencies with their customers.
Media contact:
Bruna Carincotte
Director, Public Relations & Communications
bcarincotte@rbff.org
(703) 519-6917
Titled “The Psychology of Churn,” the results of the multi-phase, year-long research study are being rolled out now.
Experts agree, there is incredible value in learning how to reduce churn. According to Forbes, new customer acquisition costs have increased by almost 50-percent in the past five years. And according to Bain & Company and the Harvard Business School, retaining just 5-percent of lapsed customers can result in a 25 to 95-percent increase in profits. The reason? Existing customers are up to 14 times more likely to make a purchase than new prospects. And, they spend 31-percent more than new customers.
“Learning how to reduce churn is just smart business,” said Dave Chanda, RBFF President and CEO. “To gain insight into why people chose to stop fishing and boating and what might be done to bring them back, RBFF engaged global market research firm Ipsos to utilize behavioral science techniques to compile ‘The Psychology of Churn.’”
Headwinds Causing Churn
“The Psychology of Churn” goes beyond the conscious reasons people leave fishing and boating to also explore the underlying, nonconscious motivations causing customers to lapse. Using four systematic experiments and observation strategies, researchers tracked online chatter and conversation on social media, held direct discussions with people who have left the activities, and employed other sophisticated techniques to identify barriers to participation and understand the kinds of participants that lapse. Video diaries of lapsed boaters and anglers also were captured to speak to the sportfishing and boating communities.
The combined strategies revealed key takeaways that differentiate lapsed anglers and boaters from retained, or active, participants:
1. Lower Interest in Being Outdoors
- Lapsed anglers and boaters stick to a smaller, more routine set of activities.
- Lapsed anglers and boaters are less likely to participate in outdoor activities compared to retained participants.
2. Lack of a Shared & Social Identity (fishing and boating are not for “someone like me”)- Retained anglers and boaters have more people in their household and inner circle who also participate in fishing or boating.
- Retained anglers and boaters also have a strong nostalgic tie to the activity that kindles a deeper connection versus those who have lapsed.
- Retained anglers and boaters view their lives and values as more in line with those of a typical angler or boater; there is an aspect of ‘identity’ that plays a role in participation.
3. Lower Commitment & Less Positive First Impressions
- Retained anglers and boaters recalled their first impressions more positively than those who have lapsed, suggesting potential hurdles to ‘trying again.’
- Overall, there was a lower commitment to fishing and boating with the majority of lapsed participants averaging 7-8 days on the water and only during warm seasons (compared to 20-22 days for retained participants). Lack of access is also at play for lapsed boaters.
4. Underlying Mindset Differences
- Lapsed participants find it harder to relax, are less adventurous and prefer the familiar, which may lead to an avoidance of new activities.
- Differences in underlying, non-conscious mindsets means opportunity for tailored messaging.
Tailwinds to Curb Churn
As research goes, “The Psychology of Churn” is hot off the press. The final phase of this study was completed in July 2024. But solutions to churn are already available:
- Piggybacking fishing and boating onto existing outdoor activities like hiking and camping offers an avenue to inclusiveness.
- Appealing to people’s sense of nostalgia—especially during times of uncertainty—can be a powerful promotional tool.
- Promoting the mental health benefits of time spent outdoors can also help retain customers.
- And offering a fresh start, at any time of year, to those who may have had a negative first impression can, too.
Upcoming Webinar on “The Psychology of Churn”
To help the fishing and boating community better understand churn and how to encourage their audiences to stick with it, RBFF is rolling out resources starting with a free webinar on Thursday, September 12 at 2:00 p.m. ET. The discussion will be led by RBFF and Ipsos and will include an overview of the research, why addressing fishing and boating churn is important, common themes as to why people bail out and actionable insights and tactics to retain them. Register online for the webinar.
About RBFF
The Recreational Boating & Fishing Foundation (RBFF) is a nonprofit whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. To help recruit, retain and reactivate participants, RBFF developed the award-winning Take Me Fishing™ and Vamos A Pescar™ brands which educate the public on fishing, boating and conservation while inspiring them to hit the water. RBFF offers consumer research, website plugins, marketing education and shareable content to help better connect industry stakeholders and government agencies with their customers.
Media contact:
Bruna Carincotte
Director, Public Relations & Communications
bcarincotte@rbff.org
(703) 519-6917