TakeMeFishing.org Website Effectiveness Topline Findings October 12, 2010

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1 TakeMeFishing.rg Website Effectiveness Tpline Findings Octber 12, 2010 Fishing/Bating Frequencies Nearly all visitrs and nn-visitrs t TakeMeFishing.rg reprted having gne fishing as an adult. Apprximately ne-half each f visitrs and nn-visitrs have gne fishing 1-9 times in the past 12 mnths. Amng visitrs, there has been a shift t fishing less frequently in the past 12 mnths (thse wh have fished 10+ times in the past year is at the lwest level it has been since 2007). Nn-visitrs in 2010 (30.2%) were mre likely than nn-visitrs in 2009 (5.4%), t have indicated that they have nt gne fishing in the past 12 mnths. Likelihd t g fishing in the next year amng visitrs is similar t levels bserved with visitrs in the past (2010 tp-tw bx likelihd 85.7%) and significantly higher than 2010 nnvisitrs (tp-tw bx likelihd 69.9%). Of nte, likelihd t g fishing in the next 12 mnths drpped significantly amng nn-visitrs frm 2009 t 2010 (95.3% vs. 69.6%, respectively). Visitrs were mre likely t have gne fishing frm a bat in the past 12 mnths than were nn-visitrs. Frm 2009 t 2010 there was a decrease bserved in the participatin f fishing frm a bat amng bth visitrs and nn-visitrs. Intent t fish frm a bat in the next 12 mnths als saw a decline frm 2009 t 2010 amng bth audiences. Apprximately ne half f visitrs and nn-visitrs have gne bating (withut fishing) in the past 12 mnths and ne-third cited that they definitely r prbably will d s again in the next 12 mnths. Fishing Licenses/Bat Registratins Amng visitrs wh were seeking infrmatin n state fishing licenses, ne-half purchased a license, cmparable t In 2010, a significant decrease was bserved amng nn-visitrs wh currently have a state fishing license (74.4% in 2009 vs. 36.6% in 2010). Similarly, ne-half f thse wh lked fr bat registratin infrmatin purchased a bat registratin.

2 Mbile Phne Usage Significantly mre visitrs than nn-visitrs have a Smartphne (38.8% vs. 32.4%, respectively). Amng thse wh have a Smartphne, three-quarters have dwnladed apps. Apps they use mst frequently are weather, calendar, games, directins, and music. Visitrs were mre likely than nn-visitrs t use apps related t fishing and/r bating. Visitrs were als mre likely than nn-visitrs t have indicated that they were likely t use a fishing and/r bating applicatin (59.4% vs. 44.1%, respectively). Slightly mre than ne-half f participants wh are cell phne users reprted that they never access the internet via their phne. One-quarter access the internet via their mbile device n a daily basis. Visitrs and nn-visitrs alike are using their cell phnes fr everything frm taking pictures, t texting with friends/family, checking s, receiving texts frm cmpanies/rganizatins, t updating scial netwrk status/prfiles. Participants ffered ideas that they wuld like t see a fishing/bating applicatin prvide. Thse mentined by mre than ne-third each included: Ht spts t fish/where the fish are biting Weather alerts Water temperatures/levels/cnditins Maps Tackle/bait recmmendatins Lcal/reginal fishing/bating infrmatin TakeMeFishing.rg Traffic Drivers/Cntent Sught Drivers t TakeMeFishing.rg were fairly cnsistent with thse bserved in 2009, with the exceptin f radi which tripled (2.4% in 2009 t 7.6% in 2010). The tp mentins fr hw participants learned abut the site were: Internet searches (19.5%) Click thrugh frm anther website (19.3%) Cnsistent with past years, general interest (49.7% in 2010) and where t fish (40.7% in 2010) were the main pieces f infrmatin being sught that drve visitrs t TakeMeFishing.rg. Additinally, three in ten each were lking fr infrmatin related t what bait/tackle t use and/r state fishing regulatins and rules. We cntinue t see a shift in 2010 tward mre visitrs finding the infrmatin they were lking fr n the website. In fact, in 2010, nly 1.5% deemed their visit unsuccessful, a significant decrease frm

3 Experience with TakeMeFishing.rg Cmparable t 2009, and significantly higher than 2008, the vast majrity f visitrs (82.7%) reprted a tp-tw bx satisfactin scre fr their verall experience with TakeMeFishing.rg. Nn-visitrs expsed t TakeMeFishing.rg fr the first time fund it t be a gd website and infrmative/educatinal and nearly eight in ten rated their initial experience gd r excellent. Significantly mre nn-visitrs in 2010 than in 2009 fund TakeMeFishing.rg t be better than ther resurces (55.4% vs. 48.0%, respectively) citing it was cmprehensive, easy t use/navigate, and had a gd design/layut. Cnsistent acrss all years with bth visitrs and nn-visitrs, nearly seven in ten indicated that TakeMeFishing.rg met r exceeded their expectatins. Furthermre, eight in ten visitrs cited a tp-tw bx satisfactin rating with TakeMeFishing.rg saying the site was infrmative and easy t use. Mre than three-quarters each f visitrs and nn-visitrs were very r smewhat likely t recmmend TakeMeFishing.rg t thers. In fact, nearly 40% have already recmmended it, a significant increase ver 2009 where 34.8% reprted the same. Additinally, 85% f visitrs intend t visit again in the future significantly higher than nn-visitrs where 73% said they are likely t revisit. While nly a very small number f peple were unlikely t recmmend, thse wh were said it was due t the site nt making a big impact n them r that they didn t have anyne t recmmend it t. Cmparable t levels bserved in 2009, at least eight in ten visitrs cited tp-tw bx satisfactin ratings with each the fllwing aspects f TakeMeFishing.rg: Usefulness Easy t understand Up-t-date/current cntent Met infrmatin need Credible Visitrs rated navigatinal aspects (i.e., ease f find places t fish, places t bat, infrmatin n fishing, and infrmatin n bating) f TakeMeFishing.rg higher in 2010 than in Tp-tw bx functinality scres (i.e., page lad speed, search result speed, links wrked, site availability) saw an increase frm 2008 t 2009 and have remained cnsistent frm 2009 at 2010 at levels abve 80%. Likewise is true f navigatin and search perfrmance. Regarding the appearance f TakeMeFishing.rg visitrs cited higher tp-tw bx scres than did nnvisitrs. Hwever, nn-visitr scres are still fairly high. Use f clr (visitrs 86.2% vs. nn-visitrs 73.2%) Labels and text clarity (visitrs 86.5% vs. nn-visitrs 78.6%) Visual appeal (visitrs 87.1% vs. nn-visitrs 76.6%) Mix f graphics and text (visitrs 85.8% vs. nn-visitrs 74.4%) Cmparable with 2009, nearly 80% f visitrs and nn-visitrs fund it very r smewhat easy t find their desired infrmatin n TakeMeFishing.rg. 3

4 Bating Sectin f TakeMeFishing.rg Fur in ten visitrs indicted that they visited the bating sectin f the website. Amng thse wh did visit the bating sectin, eight in ten were very r smewhat satisfied citing the reasns being the cntent was infrmative/had the inf desired. Cnservatin Infrmatin n TakeMeFishing.rg Apprximately ne-third reviewed the cnservatin infrmatin n TakeMeFishing.rg. Anther ne-third said they did nt review the cnservatin infrmatin because they dn t cme t the website fr that type f infrmatin. 10% did nt knw the website had cnservatin infrmatin. The vast majrity f thse wh did review the cnservatin infrmatin were very r smewhat satisfied with the cntent citing it was infrmative and that cnservatin is imprtant. Excise Tax Awareness Participants were asked, Befre taking this survey tday, hw aware were yu that when yu purchase fishing equipment and/r bat fuel, that a prtin f that mney is used t fund state and federal prgrams t supprt sprtfish restratin, preservatin, and cnservatin?. Nearly 60% f visitrs were smewhat r very aware f this, significantly higher than nnvisitrs where nly 45% reprted the same. Amng each audience, 15% said they were vaguely aware. Nearly tw-thirds reprted a tp-tw bx interest level in having TakeMeFishing.rg shw hw this mney is put t wrk. TakeMeFishing.rg s Impact n Fishing/Bating Behavirs Significantly mre visitrs cited that TakeMeFishing.rg was influential in helping t learn, plan, and equip fr their fishing and bating activities in 2010 than in At parity with 2009, ne-third f visitrs said visiting TakeMeFishing.rg has resulted in them being much mre likely r smewhat mre likely t g fishing in the next 12 mnths. Similarly, apprximately ne-quarter f visitrs felt that TakeMeFishing.rg had an impact n their likelihd t fish frm a bat in the next 12 mnths (tp-tw bx impact 22.5% in 2010; 26.1% in 2009). The majrity reprted the site had n impact n their likelihd t fish frm a bat. 4

5 Fishingtn Features Overall satisfactin with the features f Fishingtn were cnsistent in 2010 with levels bserved in 2009, with seven in ten citing a tp-tw bx satisfactin scre indicating that they are very r smewhat satisfied. Satisfactin f Fishingtn is attributed t gd infrmatin and ease f use. Only ne persn expressed dissatisfactin with the features f Fishingtn. The prvided reasn fr this is that the cmmunity needs mre members/users because nw yu dn t get replies. 5

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