Media Channel Study

Media Channel Study

2012

2012 Media Channel Study - 2

Contents

Main Objectives 2

Survey Method 3

Media Channels Studied 4

Executive Summary 5

Detailed Findings 6


Main Objectives

Continue the periodic examination of media channels that serve the agricultural industry and their impact.

Determine if digital media has had an effect on the overall use of traditional media among farmers and ranchers.

Understand the future use of digital media and how digital may affect the future use of traditional media in the agricultural community.

Examine how the integrated media model may need to be re-evaluated based on the use of digital media.


Survey Method

Total sample of 3,700 selected from Agri Council member databases to cover a broad range of farm / ranch commodities.

Mailed December 2011 to March 2012.

Received 1,122 total responses (30%).

30% response in 2010.

Results only include the 1,062 who indicted they are owners, operators, and/or managers of farms or ranches.

Data was weighted to reflect the proportion of farms / ranches in the economic sales class of $100,000 or more in each of the four US Census regions according to the USDA Farms and Ranches, Land in Farms, and Livestock Operations 2009 Summary.


Media Channels Studied

agricultural magazines or newspapers agricultural newsletters (printed) agricultural e-newsletters farm shows agricultural dealers / retailers agricultural conferences or seminars agricultural radio programs agricultural TV programs general daily newspapers agricultural websites agricultural-related social media (blogs, social networks, etc.) agricultural manufacturer or supplier publications agricultural-related text / SMS messages agricultural-related websites on a mobile device agricultural-related apps on a mobile device


Executive Summary

All forms of digital communications are playing important roles as information sources for US farmers and ranchers, and will continue to play increasingly important roles in the future.

While digital media may have become dominant in other B2B markets, agricultural magazines / newspapers continue to be the most important information resource, reaching and influencing the most farmers / ranchers – even among the younger age segment.

In the future, agricultural magazines / newspapers will continue to be the leading information resource.

In addition to magazines / newspapers, ag dealers / retailers are also used most for informing and validating purchase decisions.

As measured by revenue, larger operators are more actively engaged with media channels, seeking information to run their businesses and inform decision making.

DETAILED FINDINGS


Farmers / ranchers use a variety of sources, but printed information is used most frequently – specifically, ag magazines / newspapers

base: 1,062 owners/operators/managers of farms or ranches

How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?(TOP MENTIONS)

82%73%

47%41% 40% 37%

30%22% 20%

98%

80% 81%

53% 54% 57%

45%

66% 66%

agmagazines /

news-papers

generaldaily

news-papers

agnewsletters

(printed)

agradio

programs

agweb-sites

agTV

programs

age-news-letters

agdealers /retailers

ag mfr /supplier

pubs

at least weekly at least monthly

PRINT


Use of each top resource has remained consistent since 2010

base: 1,062 owners/operators/managers of farms or ranches (1,219 in 2010)

How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?(“AT LEAST WEEKLY” TOP MENTIONS)

79%74%

48%38% 35% 39%

27%20% 21%

82%73%

47%41% 40% 37%

30%22% 20%

agmagazines /

news-papers

generaldaily

news-papers

agnews-letters

(printed)

agradio

programs

agweb-sites

agTV

programs

age-news-letters

agdealers /retailers

ag mfr /supplier

pubs

2010 2012


Age does not affect the use of ag magazines or newspapers

How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?(“AT LEAST WEEKLY” )

AG MAGAZINES OR NEWSPAPERS

81%

83%

80%

82%

<45

45-64

65+

TOTAL

base: owners/operators/managers of farms or ranches in each age segment

2010

78%

81%

77%

79%


About half of farmers / ranchers use DIGITAL ag resources at least weekly; websites and e-newsletters are most common


40%

30%

17%

16%

12%

9%

52%

ag websites

ag e-newsletters

ag-related text / SMS messages

ag-related websites on a mobiledevice

ag-related apps on a mobile device

ag-related social media

NET: DIGITAL

at least weekly

How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?


Use of digital ag resources is more common among the youngest age segment

base: owners/operators/managers of farms or ranches in each age segment (1,062 total)


NET: AG-RELATED DIGITAL*

72%

59%

35%

52%

<45

45-64

65+

TOTAL

*ag e-newsletters, ag websites, ag-related social media, ag-related text / SMS messages, ag-related websites on a mobile device, ag-related apps on a mobile device


Those at larger operations are more likely than others to use ag magazines / newspapers and ag digital media

base: owners/operators/managers of farms or ranches reporting each category of annual gross receipts


36%

74%

49%

86%

64%

84%

ag-relateddigital

agricultural magazinesor newspapers

<$250K $250-$499K $500K+


The introduction to new ag products, services, or suppliers is far more likely to come from ag magazines / newspapers than any other source

What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers?(TOP MENTIONS)

74%

43%

18%

11%

8%

6%

6%

6%

5%

5%

4%

ag magazines or newspapers

ag dealers / retailers

farm shows

ag newsletters (printed)

ag websites

ag TV programs

ag mfr or supplier publications

ag radio programs

ag e-newsletters

general daily newspapers

ag conferences or seminars


81%

37%

15%


The top two sources for first learning about new ag products / services are ag magazines / newspapers regardless of age or size of operation

base: owners/operators/managers of farms or ranches in each segment

What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers?(TOP MENTIONS)

<45 45 - 64 65+ <$250K $499K $500K+

ag magazines or newspapers 76% 73% 74% 77% 79% 70%

ag dealers / retailers 44% 48% 35% 34% 46% 46%

farm shows 21% 19% 15% 16% 16% 21%

ag newsletters (printed) 7% 11% 12% 15% 9% 10%

ag websites 15% 9% 6% 6% 7% 11%

ag TV programs 2% 5% 9% 8% 6% 3%

ag manufacturer or supplier publications 3% 5% 8% 4% 6% 6%

ag radio programs 4% 6% 5% 9% 7% 4%

ag e-newsletters 3% 5% 5% 4% 4% 6%

general daily newspapers 4% 3% 8% 7% 4% 5%

ag conferences or seminars 5% 4% 3% 5% 2% 5%


The majority of farmers / ranchers continue to use both traditional AND digital ag media to help them run their farms / ranches

65%

46%

66%

44%

I use both digital and traditionalag media to learn tips, best

practices, and to gain valuableinfo that I use to run my farm or

ranch

Accessing digital media hasbecome an essential activity to

running my farm or ranch

% who agree

2010

2012


What is your level of agreement with each of the following statements?


Digital does not replace traditional resources; use of both types of media is higher among digital users than all respondents


77%

53%

66%

44%

I use both digital and traditionalag media to learn tips, best

practices, and to gain valuableinfo that I use to run my farm

or ranch

Accessing digital media hasbecome an essential activityto running my farm or ranch

% who agree

digital users

TOTAL

base: 826 owners/operators/managers of farms or ranches who use digital sources at least sometimes; 1,062 total respondents


Younger farmers / ranchers are more likely to use both traditional and digital ag media and to consider accessing digital media an essential activity


83%

62%

69%

45%

54%

35%

I use both digital andtraditional ag media to learntips, best practices, and togain valuable info that I use

to run my farm or ranch


% who agree

<45

45 - 64

65+

base: owners/operators/managers of farms or ranches in each age segment


Those at larger farms / ranches are more likely to use both traditional and digital ag media and to consider accessing digital media an essential activity


51%

34%

64%

42%

76%

52%

I use both digital andtraditional ag media to learntips, best practices, and togain valuable info that I use

to run my farm or ranch


% who agree

<$250K

$250-$499K

$500K+



Farmers and ranchers continue to agree they spend more time with the editorial content and advertising in ag-related print media than in general business media



72%

37%

69%

37%

in ag magazines or newspapersthan in general business media

(e.g., CNBC, Bloomberg,Business Week, Fortune)

on ag-specific websites than onmore general websites or portals

(Fortune.com, weather.com,Yahoo!, Google)

% who agree

2010

2012

“I spend more time reading and thinking about editorial content and product / service messages …”


While there are no differences for print media by size, ag-specific websites do have more appeal than general websites for respondents at larger operations


71%

29%

71%

34%

69%

43%

in ag magazines or newspapersthan in general business media

(e.g., CNBC, Bloomberg,Business Week, Fortune)

on ag-specific websites than onmore general websites or portals

(Fortune.com, weather.com,Yahoo!, Google)

% who agree

<$250K

$250-$499K

$500K+

“I spend more time reading and thinking about editorial content and product / service messages …”



Ag magazines / newspapers are second only to dealers / retailers as the source relied on most for validating / informing purchasing decisions

Which two sources do you rely on most for validating / informing the purchasing decisions you make for agricultural products, equipment, services, or suppliers?

(TOP MENTIONS)

70%

50%

16%

15%

10%

6%

4%

3%

2%

2%

2%



ag websites

farm shows





ag e-newsletters

ag TV programs

ag radio programs

base: 939 owners/operators/managers of farms or ranches involved in purchasing decisions

62%

50%

15%

17%


The top two sources for validating / informing purchasing decisions do not change based on age or size of operation

base: owners/operators/managers of farms or ranches involved in purchasing decisions in each segment

<45 45 - 64 65+ <$250K $499K $500K+



ag websites 33% 17% 7% 16% 11% 18%

farm shows 17% 14% 18% 10% 11% 20%





ag e-newsletters 1% 3% 1% 2% 3% 2%

ag TV programs 3% 2% 3% 4% 2% 2%


Which two sources do you rely on most for validating / informing the purchasing decisions you make for agricultural products, equipment, services, or suppliers?

(TOP MENTIONS)


Farmers / ranchers expect ag magazines / newspapers and dealers / retailers to be of the same or more importance, in terms of information sources, in the next 3-4 years

How is the importance of each of these information sources likely to change for you in the next 3 to 4 years?


55%

74%

60%

60%

66%

50%

32%

54%

37%

56%

52%

32%

32%

40%

36%

33%

14%

23%

19%

12%

23%

40%

16%

30%

10%

14%

26%

25%

15%

18%

88%

88%

83%

79%

78%

73%

72%

70%

67%

66%

66%

58%

57%

55%

54%




farm shows



ag websites

ag TV programs

ag e-newsletters


ag radio programs

ag-related websites on a mobile device




same more

85%

85%

78%

72%

76%

64%

64%

63%

58%

59%

59%

51%

46%

43%


Ag magazines / newspapers along with dealers / retailers will continue to be important sources regardless of age or size of operation

base: owners/operators/managers of farms or ranches in each segment

SAME OR MORE SUMMARY <45 45 - 64 65+ <$250K $499K $500K+




farm shows 88% 85% 66% 76% 78% 82%



ag websites 90% 81% 50% 58% 70% 81%

ag TV programs 74% 72% 67% 70% 76% 68%

ag e-newsletters 86% 75% 49% 57% 63% 77%



ag-related websites on a mobile device 87% 67% 33% 45% 48% 70%

ag-related apps on a mobile device 85% 65% 34% 44% 48% 69%

ag-related social media 73% 62% 35% 45% 51% 62%

ag-related text / SMS messages 79% 59% 34% 43% 47% 63%



Nearly all farmers / ranchers use TRADITIONAL ag resources at least weekly; nearly all plan to use them the same or more in the next 3-4 years




82%

73%

47%

41%

37%

22%

20%

3%

1%

96%

88%

66%

78%

66%

70%

88%

83%

79%

73%

98%




ag radio programs

ag TV programs



farm shows


NET: TRADITIONAL

at least weekly

same/more


About half of farmers / ranchers use DIGITAL ag resources at least weekly; 80% plan to use them the same or more in the next 3-4 years


40%

30%

17%

16%

12%

9%

52%

72%

67%

54%

58%

57%

55%

80%

ag websites

ag e-newsletters


ag-related websites on a mobiledevice



NET: DIGITAL

at least weekly

same/more




Most traditional resources will be of the same or more importance to digital users in the future

base: 826 owners/operators/managers of farms or ranches considered digital users; 216 not

91%

87%

87%

82%

79%

79%

71%

65%

66%

85%

92%

73%

71%

78%

59%

71%

76%

66%




farm shows



ag TV programs


ag radio programs

SAME OR MORE

digital users

not



Executive Summary

All forms of digital communications are playing important roles as information sources for US farmers and ranchers, and will continue to play increasingly important roles in the future.

In other B2B markets digital has become dominant, but agricultural magazines / newspapers continue to be the most important information resource across all age and revenue categories. At this time we don’t expect this to change in the foreseeable future.

Ag dealers / retailers as well as ag magazines and newspapers are used most for informing and validating purchase decisions.

As measured by revenue, larger operators are more actively engaged with media channels, seeking information to run their businesses and inform decision making.


Media Channel Study

2012

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Media Channel Study

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