I'm interpreting this problem differently from one of the answerers: all locations (not point values) on the target are equally likely, so that that the probability of hitting a region is proportional to the area of the region (if the target is hit at all), so the sizes of the regions become relevant. This is a much more realistic interpretation.
The area of the bull's eye (worth 10 points) is pi(1^2) = pi square inches.
The area of the middle region (worth 5 points) is pi(3^2 - 1^2) = 8 pi square inches.
The area of the outer region (worth 3 points) is pi(5^2 - 3^2) = 16 pi square inches.
The area of the whole target is pi(5^2) = 25 pi square inches.
Since the probability of hitting the target is 1/2, and probability of hitting a region is proportional to the area of the region,
P(score 10 points) = (1/2)(pi / (25 pi)) = 1/50
P(score 5 points) = (1/2)(8 pi / (25 pi)) = 4/25
P(score 3 points) = (1/2)(16 pi / (25 pi)) = 8/25
P(score 0 points) = 1 - 1/2 = 1/2
Finally, the expectation of the score on each attempt is
10(1/50) + 5(4/25) + 3(8/25) + 0(1/2) = 0.2 + 0.8 + 0.96 + 0 = 1.96
Lord bless you today!