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  • 1. Agricultural Media Study Prepared for: By: Harris Interactive Inc. April 14, 2005
  • 2. Study Objectives
    • American Business Media’s (ABM) Agricultural Council (Agri-Council) commissioned Harris Interactive to build upon earlier research exploring types of agricultural media farmers and ranchers use, and how they use them.
    • ABM and Agri-Council are interested in how different types of media influence farmers and ranchers when researching products and services or making purchases.
    • Specifically, the research explored:
      • Trends in time spent with various agricultural media sources
      • Sources of information that farmers or ranchers rely upon when researching or purchasing products or services
      • How they use different sources of information
      • An evaluation of different media and
      • The specific role of the Internet as a source of information.
  • 3. Overview of Methodology
    • Interviews were conducted between November 2004 and February 2005.
    • The following protocol was implemented in order to gain the highest cooperation rates:
      • Respondents received an alert postcard to inform them of the coming survey package.
      • Respondents received the first full survey mailing, including a cover letter, the survey, a business reply envelope and a $1 bill as an honorarium.
      • Respondents then received a second survey mailing including a cover letter, a survey and a business reply envelope but no honorarium.
  • 4. Overview of Methodology
    • Overall, out of a total of 7,000 surveys mailed, we received 2,717 responses, yielding a response rate of 39%
    • The sample consisted of 7,000 unduplicated names that were selected at random from the databases of 13 Agri-Council member organizations. The full range of crops and livestock were represented. Each company provided a list in a specific geographic region (to properly cover all states).
    • The results were weighted to represent all farmers and ranchers in the US according to targets derived from the 2002 US Census of Agriculture.
  • 5. Executive Summary and Recommendations
  • 6. Executive Summary
    • Farmers and ranchers use many sources of agricultural media and information and most are used with a high degree of frequency.
      • Ag magazines and newspapers are read by nearly all farmers and ranchers on a monthly basis and by most on a weekly basis. Many also get information from ag newsletters, ag radio and ag TV on a weekly or monthly basis.
    • Ag media is as important as ever. Most farmers and ranchers are using the same amount or more agricultural media than they did 3 or 4 years ago and expect to spend similar amounts of time in the next 3 to 4 years.
      • The Internet stands out as a source whose usage is on the rise – significant minorities of respondents indicate greater usage than several years ago and even more say they will increase their usage in the next 3 to 4 years.
    • Most respondents rely on ag media to help them make purchase decisions and the youngest among them indicate the greatest reliance.
  • 7. Executive Summary (Cont’d)
    • Media sources serve different purposes at different points along the purchase process.
      • Broad based sources such as magazines, TV, radio and newsletters are most commonly used at the beginning of the purchase process when farmers and ranchers are starting to think about a purchase or beginning to research their options.
      • Sources such as farm shows, conferences or seminars and the Internet, which all provide some opportunity for interaction or exchange of information are more commonly used throughout the entire process with significant minorities using these sources to help narrow down their choices.
    • An evaluation of the various information sources examined in the survey reveals that ag magazines or newspapers, ag newsletters, and ag dealers/retailers are among the most highly regarded sources while telemarketers are the least highly regarded source of information.
    • The Internet is growing in importance as a source of information used by farmers and ranchers as majorities are online or plan to be in the future.
      • The Internet is currently used to check on markets and the weather, and research new products and services.
      • In the next 3 to 4 years, respondents expect to spend more time using the Internet to keep up with key information that helps them to run their business.
  • 8. Recommendations
    • Advertisers need a comprehensive communications program covering all types of media.
      • Messages should be crafted based on when various media are used. For example, more general information in more general sources such as magazines or newspapers and more detailed, specific product information from dealers, supplier publications, farm shows, and the Internet.
      • The Internet, if not already, should be integrated into the overall strategy.
      • Fewer resources can be devoted to telemarketing as it is not very highly regarded among farmers and ranchers.
    • Provide accurate, timely, objective information that they can rely upon which is valued by farmers and ranchers.
    • Messages can be tailored to the youngest farmers and ranchers and those with higher revenues as they have distinct usage patterns. The Internet needs to be a key part of this strategy.
  • 9. Detailed Findings
  • 10. Overall Trends in Time Spent With Agricultural Media or Information Sources
  • 11. Q1: How often do you usually read, view, visit, attend or use the following types of agricultural media or information sources? Base: All respondents (n=2717) Agricultural magazines and newspapers are read by nearly all farmers and ranchers at least once a month. General daily papers, ag newsletters and ag radio and TV shows are also used by majorities of farmers and ranchers on a monthly basis. Frequency of Using Various Kinds of Agricultural Media %At Least Once a Week (Net) /At Least Once a Month (Net) 97 81 Agricultural magazines or newspapers 59 38 Agricultural TV programs 38 22 Agricultural Internet sites 56 43 Agricultural radio shows 9 1 Agricultural conferences or seminars 10 4 Farm shows 58 17 Agricultural dealers/retailers 67 24 Agricultural manufacturer or supplier publications 85 45 Agricultural newsletters 87 78 General daily newspapers % % At Least Once a Month (Net) At Least Once a Week (Net)
  • 12. Q1: How often do you usually read, view, visit, attend or use the following types of agricultural media or information sources? Base: All respondents (n=2717) Over half of farmers and ranchers read general daily newspapers everyday. Frequency of Using Various Kinds of Agricultural Media % % % % % % % % % % 31 60 7 1 1 * * Agricultural conferences or seminars 22 68 4 1 2 1 1 Farm shows 7 8 5 19 45 24 1 7 Never 35 25 10 22 18 20 2 6 Less Than Once a Month 22 28 24 12 9 5 6 4 Once a Month 11 15 28 18 7 11 20 14 Once a Week 18 16 16 9 7 8 9 5 2-3 Times a Month 4 2 Agricultural dealers/retailers 7 2 Agricultural manufacturer or supplier publications 14 3 Agricultural newsletters 12 8 Agricultural TV programs 8 8 Agricultural Internet sites 13 36 11 2-3 Times a Week 19 25 53 At Least once a Day General daily newspapers Agricultural radio shows Agricultural magazines or newspapers
  • 13. Q1: How often do you usually read, view, visit, attend or use the following types of agricultural media or information sources? Base: All respondents (n=2717) Farmers and ranchers younger than 40 are reading both agricultural magazines and newspapers and using the Internet at higher rates than their older counterparts. Frequency of Using Various Kinds of Agricultural Media %At Least Once a Week (Net) By Age Group Age 2 7 16 23 15 45 41 43 83 80 % 60 or More * 2 15 26 28 35 48 47 82 83 % 50-59 1 4 18 21 24 28 41 43 72 83 % 40-49 1 1 22 34 43 26 39 54 64 90 % 30-39 73 81 Agricultural magazines or newspapers 27 38 Agricultural TV programs 30 22 Agricultural Internet sites 43 43 Agricultural radio shows * 1 Agricultural conferences or seminars 1 4 Farm shows 20 17 Agricultural dealers/retailers 6 24 Agricultural manufacturer or supplier publications 38 45 Agricultural newsletters 53 78 General daily newspapers % % 20-29 Total
  • 14. Q2: Considering all these agricultural media or information sources, how many total hours do you usually spend using them each week? Base: All respondents (n=2717) Farmers and ranchers are using all sources of agricultural media 6.2 hours, on average, per week. One in four are heavy users, using media 10 or more hours per week. Total Weekly Hours Using All Agricultural Media MEAN = 6.2 MEDIAN = 4.3 Light Users (Net) 34% Medium Users 40% Heavy Users 26%
  • 15. Q3: How has the number of agricultural magazines or newspapers you read or look at changed in the last 3-4 years? Do you read . . .? Base: All respondents (n=2717) Compared to 3 to 4 years ago, over half of farmers and ranchers are reading about the same number of agricultural magazines and newspapers. Three in ten are reading more and few (16%) are reading less. Change in Number of Agricultural Magazines or Newspapers Read Many More/More Magazines or Newspapers (Net) 30% Fewer/Far Fewer Magazines or Newspapers (Net) 16%
  • 16. Q4: Considering just the agricultural magazines or newspapers you receive and the number of times you look at them – how many hours do you usually spend reading/looking at them each week? Base: All respondents (n=2717) The average farmer or rancher spends 4 hours per week reading ag magazines or newspapers. Total Hours Reading Ag Magazines or Newspapers Each Week MEAN = 4.1 MEDIAN = 2.6 Light Users (Net) 27% Medium Users 51% Heavy Users 22%
  • 17. Trends in Time With Various Types of Agricultural Media or Information Sources
  • 18. Q6: Thinking of 3 to 4 years from now, how do you think the time you spend with the following types of agricultural media or information sources will change? Base: All respondents (n=2717) The Internet stands out as the media source that will see an increase in usage. Change in Time Spent With Agricultural Media 37 30 % Ag internet sites 21 31 % Ag Magazines or newspapers 18 24 % General daily newspapers 14 14 % Ag manufacturer or supplier publications 12 13 % Ag dealers/retailers 16 16 % Ag newsletters 12 7 % Farm shows 14 9 % Ag conferences or seminars 13 17 % Ag radio shows 17 21 % Ag TV programs Will Change in the Next 3 – 4 Years Much More/More (Net) Compared to 3 – 4 Years Ago Much More/More (Net)
  • 19. Q5: Compared to 3 or 4 years ago, how has the amount of time you spend with the following types of agricultural media or information sources changed? Base: All respondents (n=2717) Many farmers and ranchers are using most information sources the same amount of time as 3 or 4 years ago. Three in ten are using ag magazines and the Internet more. Time Spent with Agricultural Media Compared to 3 or 4 Years Ago 46 49 36 27 28 35 29 18 39 19 Net (Less/Much Less) 11 17 56 15 2 16 % Agricultural newsletters 31 8 31 23 7 30 % Agricultural Internet sites 23 23 48 7 * 7 % Farm shows 9 13 14 17 21 24 31 Net (More/Much More) % % % % % % % 26 23 43 8 * Agricultural conferences or seminars 14 12 18 15 9 6 Much Less Time 51 58 48 50 58 50 Same Time 22 15 17 15 9 13 Less Time 11 1 Agricultural dealers/retailers 14 1 Agricultural manufacturer or supplier publications 14 3 Agricultural radio shows 18 18 27 More Time 3 6 4 Much More Time Agricultural magazines or newspapers Agricultural TV programs General daily newspapers
  • 20. Q5: Compared to 3 or 4 years ago, how has the amount of time you spend with the following types of agricultural media or information sources changed? Base: All respondents (n=2717) Younger farmers and ranchers (20-39) are spending more time with magazines and newspapers, as well as Internet sites than those aged 40 or more. Time Spent with Agricultural Media Compared to 3 or 4 Years Ago By Age % More/ Much More % % % % % % Age 6 11 10 16 12 17 22 21 39 30 50-59 14 21 28 39 16 Agricultural newsletters 13 41 58 61 30 Agricultural Internet sites 7 11 5 14 7 Farm shows 9 13 14 17 21 24 31 Total 6 9 15 43 Agricultural conferences or seminars 15 13 19 21 26 34 40-49 10 13 14 19 27 29 60 or More 26 32 Agricultural dealers/retailers 19 28 Agricultural manufacturer or supplier publications 24 17 Agricultural radio shows 23 23 47 30-39 25 25 70 20-29 Agricultural magazines or newspapers Agricultural TV programs General daily newspapers
  • 21. Q6: Thinking of 3 to 4 years from now, how do you think the time you spend with the following types of agricultural media or information sources will change? Base: All respondents (n=2717) Farmers and ranchers anticipate that they will be spending more time on agricultural Internet sites in the next 3 to 4 years. How Time Spent With Agricultural Media Will Change in Next 3 to 4 Years 33 33 29 38 28 27 26 20 21 31 Net (Less/Much Less) 18 20 47 13 1 14 % Agricultural conferences or seminars 15 15 57 11 2 13 % Agricultural radio shows 10 11 62 14 4 18 % General daily newspapers 12 12 14 16 17 21 37 Net (More/Much More) 12 16 58 13 1 % Agricultural manufacturer or supplier publications % % % % % % 14 15 11 12 8 22 Much Less Time 55 55 57 58 57 32 Same Time 19 17 17 14 13 10 Less Time 11 1 Agricultural dealers/retailers 11 1 Farm shows 15 1 Agricultural newsletters 14 3 Agricultural TV programs 19 29 More Time 3 8 Much More Time Agricultural Internet sites Agricultural magazines or newspapers
  • 22. Q6: Thinking of 3 to 4 years from now, how do you think the time you spend with the following types of agricultural media or information sources will change? Base: All respondents (n=2717) Farmers and ranchers of all ages plan to spend more time with ag internet sites over the next 3 to 4 years, with more than half of those aged 20-39 indicating they will spend more time in the next 3 to 4 years. Time Spent With Agricultural Media in Next 3 to 4 Years By Age % More/ Much More % % % % % % Age 11 11 14 14 15 15 16 17 21 47 50-59 9 17 27 43 14 Agricultural conferences or seminars 11 17 21 14 13 Agricultural radio shows 17 24 21 16 18 General daily newspapers 12 12 14 16 17 21 37 Total 12 16 21 14 Agricultural manufacturer or supplier publications 15 17 20 20 29 49 40-49 8 9 13 15 17 20 60 or more 20 31 Agricultural dealers/retailers 12 36 Farm shows 26 31 Agricultural newsletters 25 11 Agricultural TV programs 32 58 30-39 43 63 20-29 Agricultural Internet sites Agricultural magazines or newspapers
  • 23. Purchase Process, Information Resources and Timing
  • 24. Q7: How much do you rely on agricultural media or information sources to make purchasing decisions about your farm or ranch? Base: All respondents (n=2717) Two-thirds (67%) of farmers and ranchers depend on agricultural media a great deal or somewhat when making purchasing decisions. Degree of Reliance on Agricultural Media When Making Purchasing Decisions A Great Deal/ Somewhat (Net) 67% Not at All/Not Very Much (Net) 33%
  • 25. Q9: What are the top two sources through which you first learn about new agricultural products, equipment and suppliers? Base: All respondents (n=2717) Agricultural magazines or newspapers is the top source of information farmers and ranchers use to learn about new agricultural products. Top Two Media Sources To First Learn About New Agricultural Products 6 Agricultural radio programs 5 Agricultural reference publications (directories, buyer’s guides_ 4 Agricultural Internet sites (not affiliated with agricultural publications) 3 Web sites from agricultural publications (with product news/databases) 3 Broad-based search engines (Google, Yahoo!, etc.) 3 Agricultural supplier/dealer Web sites 8 Agricultural TV programs 7 Other 2 TV programs (not agricultural-specific) 2 Radio programs (not agricultural-specific) 2717 Base: 11 Direct mail announcements/brochures from suppliers 22 Agricultural manufacturer or supplier publications % 25 37 72 Total Agricultural magazines or newspapers (either ads or news/articles) Farm shows Agricultural supplier/dealer sales reps
  • 26. Q8: Which agricultural media or information sources do you use at each of these points in the decision-making process? Base: All respondents (n=2717) Broad-based media, such as ag radio and TV and general newspapers are more commonly used at the beginning of the purchase process, but more specific sources such as ag seminars, farm shows, and ag dealers are used throughout the purchase process. Agricultural Media Used in Decision-Making Process 9 6 29 26 30 % Agricultural Internet sites 7 3 23 27 39 % Agricultural conferences or seminars 6 3 16 24 52 % Agricultural TV programs 7 3 14 21 56 % Agricultural radio shows % % % % % % 4 10 32 28 26 Agricultural manufacturer or supplier publications 3 4 6 3 5 Review After Purchase 35 28 19 15 15 Narrow Down Choices 21 5 3 1 3 Make a Final Decision 21 20 Agricultural dealers/retailers 25 38 Farm shows 31 42 Agricultural newsletters 31 23 Begin Researching Options 49 54 Start Thinking About Purchase Agricultural magazines or newspapers General daily newspapers
  • 27. Q10: When it comes researching and purchasing new products and services, how has the amount of time you’ve spent using agricultural media or information sources changed? Base: All respondents (n=2717) Ranchers and farmers are spending more time with ag magazines and Internet sites when researching and purchasing new products. Change in Time Spent With Agricultural Media When Researching and Purchasing New Products 14 6 8 58 22 5 28 % Agricultural magazines or newspapers 40 17 23 50 9 1 10 % Agricultural conferences or seminars 35 17 19 55 8 2 10 % Agricultural radio shows % % % % % % % % % 15 11 9 13 10 21 20 7 23 Much Less Time 32 24 22 28 19 32 32 15 35 Much Less/Less (Net) 17 55 10 3 13 Agricultural TV programs 13 61 12 3 15 General daily newspapers 13 15 9 11 12 8 12 Less Time 14 13 18 19 20 22 19 More Time 62 56 59 42 43 59 39 Same Time 2 16 Agricultural newsletters 3 15 Farm shows 4 22 Agricultural manufacturer or supplier publications 6 25 Supplier web sites 5 25 Web sites from agricultural magazines 3 7 Much More Time 26 26 Much More/More (Net) Agricultural Internet sites (not affiliated with agricultural magazines) Agricultural dealers/retailers
  • 28. Q10: When it comes researching and purchasing new products and services, how has the amount of time you’ve spent using agricultural media or information sources changed? Base: All respondents (n=2717) Half of farmers and ranchers aged 20-39 are spending more time with ag magazines or Internet sites when researching and purchasing new products. Time Spent With Agricultural Media When Researching and Purchasing New Products By Age % Much More/ More % % % % % % Age 26 25 32 38 51 28 Agricultural magazines or newspapers 7 12 11 12 17 10 Agricultural conferences or seminars 11 9 10 13 7 10 Agricultural radio shows 15 22 16 13 21 14 15 24 11 60 or more 8 16 11 21 13 Agricultural TV programs 8 15 10 11 15 General daily newspapers 12 13 21 30 28 26 32 50-59 30 18 33 43 36 32 50 30-39 15 20 24 33 34 26 36 40-49 31 16 Agricultural newsletters 37 15 Farm shows 24 22 Agricultural manufacturer or supplier publications 52 25 Supplier web sites 44 25 Web sites from agricultural magazines 38 53 20-29 26 26 Total Agricultural Internet sites (not affiliated with agricultural magazines) Agricultural dealers/retailers
  • 29. Q16: Considering all the agricultural media and information sources in Q11 through Q15, which two would you consider yourself most loyal to? Base: All respondents (n=2717) Nearly two-thirds of farmers and ranchers are most loyal to agricultural newspapers and magazines. More than one-quarter are loyal to dealers and retailers. Top Two Sources Most Loyal to 15 Not sure/None/Decline to answer 11 Other 1 Direct mail 4 General daily newspapers 6 Agricultural TV programs 2717 Base: 6 Agricultural conferences/seminars 8 Agricultural manufacturer or supplier publications 10 Agricultural radio 10 Agricultural Internet sites 13 Farm shows % 16 28 62 Total Agricultural magazines/newspapers Agricultural newsletters Agricultural dealers/retailers
  • 30. Q11/Q12/Q13/Q14/Q15: Please indicate how credible , timely , knowledgeable , respected , objective , you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Ag magazines/newspapers and dealers/retailers are rated among the best on every criteria examined in the survey. Telemarketing is consistently rated as the worst. Best and Worst on Each Criteria 79 Telemarketing Respect 64 Agricultural magazines or newspapers 75 68 80 75 % 50 55 57 62 % Telemarketing Telemarketing Telemarketing Telemarketing Worst Source (1,2) Objectivity Agricultural magazines or newspapers Timeliness Credibility Knowledgeable Criteria Agricultural dealers/retailers Agricultural dealers/retailers Agricultural newsletters Best Source (4, 5)
  • 31. Q11: Please indicate how credible you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Ag dealers/retailers and magazines/newspapers are considered the most credible sources of information, while telemarketing is considered the least credible source. Credibility of Agricultural Media 11 57 Agricultural dealers/retailers 80 17 13 13 10 % Not at all Credible Net (1/2) % 7 Telemarketing 50 Agricultural conferences or seminars 53 56 57 Very Credible Net (4/5) Agricultural newsletters Farm shows Agricultural magazines or newspapers
  • 32. Q12: Please indicate how timely you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Dealers and retailers, magazines and newspapers are considered to be the most timely sources of ag information. Telemarketing is the least timely source. Timeliness of Agricultural Media 14 55 Agricultural dealers/retailers % % 68 16 16 16 Not At All Timely Net (1/2) 13 Telemarketing 44 Agricultural manufacturer or supplier publications 51 54 Very Timely Net (4/5) Agricultural newsletters Agricultural magazines or newspapers
  • 33. Q13: Please indicate how knowledgeable about agriculture markets you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Dealers/retailers, newsletters and magazines are rated highly when it comes to being knowledgeable about agricultural markets. Degree of Knowledge in Agriculture Markets 10 62 Agricultural newsletters 75 15 13 12 11 12 % Not At All Knowledgeable Net (1/2) % 10 Telemarketing 55 Agricultural manufacturer or supplier publications 57 Agricultural conferences or seminars 60 61 62 Very Knowledgeable Net (4/5) Farm shows Agricultural magazines or newspapers Agricultural dealers/retailers
  • 34. Q14: Please indicate how respected within the agriculture community you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Agricultural magazines or newspapers and farm shows are viewed as among the most respected sources of information in ag markets. Telemarketing is the least respected source. Degree of Respect in Agriculture Markets 8 64 Agriculture magazines or newspapers 79 8 9 9 % Not At All Respected Net (1/2) % 9 Telemarketing 61 Agricultural newsletters 62 Agricultural dealers/retailers 63 Very Respected Net (4/5) Farm shows
  • 35. Q15: Please indicate how objective within the agriculture community you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Half of ranchers and farmers consider agricultural newspapers and magazines to be very objective and three-quarters think telemarketing is not objective. Degree of Objectiveness in Agriculture Markets 15 50 Agricultural magazines or newspapers % % 75 50 Not at All Objective Net (1/2) 10 Telemarketing 19 Very Objective Net (4/5) Direct mail
  • 36. Q11: Please indicate how credible you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Ag dealers/retailers, magazines, farm shows, newsletters, and seminars are considered credible by half or more of farmers and ranchers. Most consider telemarketing not at all credible. Credibility of Agricultural Media 13 2 11 34 35 18 53 % Agricultural newsletters 10 2 9 32 37 20 57 % Agricultural magazines or newspapers 11 2 10 32 37 20 57 % Agricultural dealers/retailers 61 8 7 20 6 9 3 4 2 Not at All Credible 1 19 28 23 4 21 16 13 13 11 2 13 38 42 45 44 40 42 33 31 3 5 19 20 21 21 26 31 33 33 4 2 7 7 9 9 9 11 17 23 Very Credible 5 7 26 28 30 30 36 42 50 56 Net (4/5) 80 % Telemarketing 36 % Direct mail % % % % % % % 30 General daily newspapers 25 Agricultural TV programs 27 Agricultural radio shows 25 Agricultural Internet sites 16 17 13 Net (1/2) Farm shows Agricultural manufacturer or supplier publications Agricultural conferences or seminars
  • 37. Q12: Please indicate how timely you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Farmers and ranchers consider ag dealers and retailers, ag magazines and newspapers, and ag newsletters as among the most timely sources of information. Telemarketing is rated as the least timely source and nearly half think telemarketing is not at all timely. Timeliness of Agricultural Media 17 4 14 30 31 22 52 % Farm shows 34 12 22 35 24 8 32 % Direct mail 48 7 5 6 3 5 9 4 3 2 Not at All Timely 1 19 20 18 19 12 18 14 12 13 11 2 20 35 39 36 40 33 31 34 30 31 3 8 26 25 26 32 30 30 33 33 36 4 4 11 13 14 13 14 16 18 21 19 Very Timely 5 13 37 38 39 44 44 46 51 54 55 Net (4/5) 16 % Agricultural manufacturer or supplier publications 68 % Telemarketing 28 % General daily newspapers % % % % % % % 24 Agricultural TV programs 24 Agricultural radio shows 23 Agricultural conferences or seminars 23 Agricultural Internet sites 16 Agricultural newsletters 16 14 Net (1/2) Agricultural dealers/retailers Agricultural magazines or newspapers
  • 38. Q13: Please indicate how knowledgeable about agriculture markets you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Ag-specific print media and face-to-face opportunities are rated highly as being knowledgeable about ag markets; telemarketing is rated poorly on this attribute. Degree of Knowledge in Agriculture Markets 75 55 21 15 7 3 10 % Telemarketing 15 13 5 5 9 3 4 3 2 3 2 Not at All Knowledge-able 1 25 24 18 19 13 12 9 9 9 9 8 2 34 33 38 38 34 31 30 28 29 26 28 3 20 22 29 28 34 36 35 36 36 37 41 4 6 8 10 11 11 19 22 23 25 25 21 Very Knowledge-able 5 26 30 39 39 44 55 57 60 61 62 62 Net (4/5) 40 % General daily newspapers 37 % Direct mail 23 % Agricultural TV programs 23 % Agricultural radio shows % % % % % % % 21 Agricultural Internet sites 15 Agricultural manufacturer or supplier publications 13 Agricultural conferences or seminars 12 Farm shows 11 12 10 Net (1/2) Agricultural newsletters Agricultural magazines or newspapers Agricultural dealers/retailers
  • 39. Q14: Please indicate how respected within the agriculture community you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Ag magazines/newspapers, farm shows, dealers/retailers and newsletters are all rated highly as being respected source of information in agricultural markets. Degree of Respect in Agriculture Markets 79 61 18 12 6 2 9 % Telemarketing 17 10 4 8 4 2 2 2 6 2 1 Not at All Respected 1 25 23 18 14 16 12 11 7 2 7 7 2 33 36 40 38 38 37 31 30 29 28 27 3 17 22 29 30 31 36 36 39 40 37 37 4 8 8 10 9 11 14 20 22 22 26 28 Very Respected 5 25 31 39 39 42 49 56 61 62 63 64 Net (4/5) 20 % Agricultural radio shows 42 % Direct mail 33 % General daily newspapers 21 % Agricultural TV programs % % % % % % % 22 Agricultural Internet sites 14 Agricultural manufacturer or supplier publications 13 Agricultural conferences and seminars 8 Agricultural newsletters 9 9 8 Net (1/2) Agriculture magazines or newspapers Agricultural dealers/retailers Farm shows
  • 40. Q15: Please indicate how objective within the agriculture community you think each of the following types of agricultural media or information sources are: Base: All respondents (n=2717) Half of farmers and ranchers think ag magazines and newspapers are very objective. Degree of Objectiveness in Agriculture Markets 75 58 17 15 6 4 10 % Telemarketing 22 12 10 5 6 7 6 5 5 4 4 Not at all objective 1 28 27 22 20 19 21 17 14 13 11 11 2 31 34 39 43 44 40 39 37 37 36 35 3 14 21 23 24 24 24 27 31 32 35 33 4 5 6 6 7 8 8 11 13 12 14 18 Very Objective 5 19 27 29 31 32 32 38 44 45 49 50 Net (4/5) 50 % Direct mail 39 % General daily newspapers 32 % Agricultural Internet sites 26 % Agricultural TV programs % % % % % % % 25 Agricultural radio shows 28 Agricultural manufacturer or supplier publications 23 Agricultural dealers/retailers 19 Farm shows 18 15 15 Net (1/2) Agricultural magazines or newspapers Agricultural conferences or seminars Agricultural newsletters
  • 41. Q21: Please indicate how widely viewed or visited within the agriculture community you think each of the following types of agricultural Web sites are: Base: All respondents currently online or plan to be online (n=1749) University, as well as manufacturer, websites are the most widely viewed in the agricultural community. Agricultural Web Sites 29 6 23 35 26 10 36 % Government Web sites 21 4 17 40 27 11 39 % Agricultural publication Web sites 26 7 19 33 30 12 41 % University Web sites 20 3 16 40 29 12 41 % Manufacturer/Supplier Web sites 5 Not at All Widely Viewed 1 25 2 43 3 20 4 7 Very Widely Viewed 5 27 Net (4/5) % 30 Net (1/2) Association Web sites
  • 42. Use of the Internet
  • 43. Q17: Do you go online for any purposes related to farming or ranching? Base: All respondents (n=2717) Q25: How many years have you been online? If less than one year, enter “1”. Base: All respondents currently online (n=1357) The majority of farmers and ranchers who are online have been online for an average of 5 years. Years of Being Online Mean= 5.4 Median= 4.9 Go Online for Purposes of Farming and Ranching Yes/No, but plan to be (Net) 62%
  • 44. Q17: Do you go online for any purposes related to farming or ranching? Base: All respondents (n=2717) Farmers and ranchers in the 20-39 age group are the largest group of internet users out of all age groups. Use of Internet By Age % % % % % % Age 29 62 63 71 75 48 Yes 56 15 60 or more 25 13 50-59 20 10 30-39 24 13 40-49 21 4 20-29 39 14 Total No, but plan to No, and don’t plan to
  • 45. Q17: Do you go online for any purposes related to farming or ranching? Base: All respondents (n=2717) As total revenue increases, so does the likelihood that a farmer or rancher is currently online. Use of Internet By Total Revenue % % % % % Total Revenue 70 59 50 41 48 Yes 17 13 $750K or More 32 18 $100k- $249K 29 12 $250K- $749K 47 13 Less than $100K 39 14 Total No, but plan to No, and don’t plan to
  • 46. Q18: Please indicate which of the following activities you use or would use the Internet for as they relate to farming or ranching. Base: Respondents online or plan to be online (n=1749) Checking the weather as well as researching products or services are the two top ways farmers and ranchers use the Internet. Activities You Would Use or Used The Internet For
  • 47. Younger farmers and ranchers (20-39) are among the most likely to be participating in many of these online activities. Activities You Would Use the Internet for By Age Q18: Please indicate which of the following activities you use or would use the Internet for as they relate to farming or ranching. Base: Respondents online or plan to be online (n=1749) % % % % % % 10 7 9 12 25 10 Join discussions with other farmers or ranchers Age 10 12 14 7 24 12 Learn/ join/ participate in associations or organizations 25 26 25 21 20 25 Communicate with suppliers 54 52 37 82 69 80 60 or more 53 57 59 63 55 Learn about advancements in technology 65 42 84 68 79 50-59 73 40 94 78 91 30-39 62 42 86 75 84 40-49 70 62 Read about news and issues related to farming or ranching 67 42 Purchase new products or services 98 85 Research products or services 87 86 20-29 72 81 Total Check the weather Check on the markets
  • 48. Q19: If online three or more years ago: Compared to 3 or 4 years ago , please indicate how the time you spend online doing the following activities has changed? Q20: Thinking of 3 to 4 years from now, how do you think the time you spend doing the following activities online with change? Base: All respondents currently online or plan to be online (n=1749) Farmers and ranchers spend more time checking the weather and markets than 3 or 4 years ago, and will continue to do so in the coming 3 or 4 years. Time Spent Online Compared to 3-4 Years Ago and How They will Change in the Next 3 – 4 Years 62 55 % Learning about advancements in technology 64 65 % Researching products or services 54 64 % Checking the weather 48 41 % Purchasing new products or services 36 20 % Communicating with suppliers 56 54 % Reading about news and issues related to farming or ranching 21 11 % Joining discussions with other farmers or ranchers 24 15 % Learning/joining/participating in associations or organizations 59 54 % Checking on the markets Will Change in the Next 3 – 4 Years Much More/More (Net) Compared to 3 – 4 Years Ago Much More/More (Net)
  • 49. Q19: Compared to 3 or 4 years ago , please indicate how the time you spend online doing the following activities has changed? Base: All respondents currently online or plan to be online (n=1749) Farmers and ranchers are spending more time checking the weather and markets as well as researching new products online, compared to three or four years ago. Time Spent Online Compared to 3-4 Years Ago 8 2 6 27 47 18 65 % Researching products or services % % % % % % % % 24 19 16 5 3 5 2 4 Much Less Time 42 36 28 15 12 9 10 6 Much Less/Less (Net) 17 17 13 10 8 4 8 2 Less Time 7 11 17 33 41 33 45 39 More Time 47 49 51 44 34 36 36 30 Same Time 4 11 Joining discussions with other farmers or ranchers 4 15 Learning/joining/participating in associations or organizations 4 20 Communicating with suppliers 8 41 Purchasing new products or services 13 54 Reading about news and issues related to farming or ranching 21 9 25 Much More Time 54 55 64 Much More/More (Net) Checking the weather Checking on the markets Learning about advancements in technology
  • 50. Q20: Thinking of 3 to 4 years from now, how do you think the time you spend doing the following activities online with change? Base: All respondents currently online or plan to be online (n=1749) Thinking ahead 3 to 4 years, farmers and ranchers plan to spend more time researching new products and learning about advancements in technology online. How Activities Online Will Change in Next 3-4 Years 7 2 4 38 45 11 56 % Reading about news and issues related to farming or ranching % % % % % % % % 12 9 7 4 2 3 2 2 Much Less Time 26 23 17 11 5 8 5 6 Much Less/Less (Net) 13 53 17 4 21 Joining discussions with other farmers or ranchers 14 10 7 3 4 3 4 Less Time 20 29 39 37 42 50 50 More Time 53 47 41 41 34 33 30 Same Time 4 24 Learning/joining/participating in associations or organizations 6 36 Communicating with suppliers 9 48 Purchasing new products or services 17 54 Checking the weather 17 12 13 Much More Time 59 62 64 Much More/ More (Net) Researching products or services Checking on the markets Learning about advancements in technology
  • 51. Younger farmers and ranchers, under 40, expect to spend more time researching products, learning about advancements, checking on the markets, purchasing new products and reading about news online. More Time Spent with Activities Online By Age In the Next 3 or 4 Years Q20: Thinking of 3 to 4 years from now, how do you think the time you spend doing the following activities online with change? Base: All respondents currently online or plan to be online (n=1749) % % % % % % 58 63 67 74 85 64 Research products or services 19 16 23 36 43 21 Join discussions with other farmers or ranchers Age 20 21 24 42 33 24 Learn/ join/ participate in associations or organizations 31 34 43 42 31 36 Communicate with suppliers 47 55 50 57 59 60 or more 45 49 56 55 60 50-59 60 63 65 67 72 30-39 50 57 56 64 67 40-49 60 48 Purchase new products or services 60 54 Check the weather 72 56 Read about news and issues related to farming or ranching 62 62 20-29 59 62 Total Learn about advancements in technology Check on the markets
  • 52. Those with higher revenues plan are more likely to participate in various online activities as compared to those with lower revenues. More Time Spent with Activities Online By Total Revenue In the Next 3 or 4 Years Q20: Thinking of 3 to 4 years from now, how do you think the time you spend doing the following activities online with change? Base: All respondents currently online or plan to be online (n=1749) % % % % % 80 73 58 61 64 Research products or services 34 23 18 22 21 Join discussions with other farmers or ranchers Total Revenue 39 24 23 24 24 Learn/ join/ participate in associations or organizations 52 32 37 34 36 Communicate with suppliers 67 69 67 64 70 $750K or More 47 54 55 63 62 $100K- $249K 50 56 57 64 71 $250K- $749K 48 48 Purchase new products or services 49 54 Check the weather 52 56 Read about news and issues related to farming or ranching 54 58 Less than $100K 59 62 Total Learn about advancements in technology Check on the markets
  • 53. Summary
    • Ag media, including ag magazines and newspapers still have a very strong presence among farmers and ranchers.
    • Ag magazines and newspapers specifically are among the most reliable sources of information used.
    • The use of the Internet has grown and will continue to grow as a source of information farmers and ranchers rely upon.
    • Farmers and ranchers need and want accurate, timely and objective information that will help them run their businesses.