Using the Internet to Understand Angler Behavior inthe Information Age

Declining participation in recreational angling is­of­great­concern­to­fishery­managers­because­fishing­license­ sales are an important revenue source for protection of aquatic resources.­This­decline­is­ frequently­attributed,­ in­part,­ to­ increased­societal­reliance­on­electronics.­Internet­use­by­anglers­ is­ increasing­and­fishery­managers­may­use­ the­Internet­as­a­ unique­means­ to­ increase­ angler­ participation.­We­ examined­ Internet­ search­behavior­using­Google­ Insights­ for­Search,­a­ free­ online­ tool­ that­ summarizes­Google­ searches­ from­2004­ to­2011­to­determine­(1)­ trends­ in­Internet­search­volume­for­ general­fishing-related­terms­and­(2)­the­relative­usefulness­of­ terms­related­to­angler­recruitment­programs­across­the­United­States.­Though­search­volume­declined­for­general­fishing­ terms­ (e.g.,­ fishing,­ fishing­ guide),­ search­ volume­ increased­ for­ social­ media­ and­ recruitment­ terms­ (e.g.,­ fishing­ forum,­ family­fishing)­over­the­7-year­period.­We­encourage­coordinators­of­recruitment­programs­to­capitalize­on­anglers’­Internet­ usage­ by­ considering­ Internet­ search­ patterns­when­ creating­ web-based­ information.­ Careful­ selection­ of­ terms­ used­ in­ web-based­ information­ to­match­ those­ currently­ searched­ by­ potential­anglers­may­help­to­direct­traffic­to­state­agency­websites­that­support­recruitment­efforts.­