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Impact of Digital Media on Agricultural Industry

This study examines the use of digital media in the agricultural community and its impact on traditional media. It reveals that while digital media is important, agricultural magazines/newspapers remain the most influential information resource for farmers and ranchers. Additionally, agricultural dealers/retailers are crucial for informing and validating purchase decisions. The study also highlights the importance of integrated communications and the varying role of different media throughout the purchase cycle.

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Impact of Digital Media on Agricultural Industry

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  1. ABM Agri Council 2010 Media Channel Study

  2. Main Objectives • Continue the periodic examination of media channels that serve the agricultural industry and their impact on farmers and ranchers. • Understand the use of and importance of digital media in the agricultural community as well as how digital may be affecting traditional media. • Determine if digital media has had an effect on the OVERALL use of media among farmers and ranchers. • Examine how the integrated media model may need to be re-evaluated based on the use of digital media. 2010 Media Channel Study — 1

  3. Method • Agri Council selected the sample from Agri Council member databases to cover a broad range of farm / ranch commodities. • Survey kits included a 4-page ID-coded survey, Agri Council cover letter, $1.00 incentive, and business reply envelope, all sent March 9, 2010, to 4,500 sample members. • A follow-up similar to the initial survey packet (but no $1.00) was sent to non-respondents March 30. • Fielding ended April 30 with 1,344 responses (30%). • Results include only the 1,219 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. 2010 Media Channel Study — 2

  4. Media Channels Studied • agricultural magazines or newspapers • agricultural newsletters • agricultural e-newsletters • farm shows • agricultural dealers / retailers • agricultural conferences or seminars • agricultural radio shows • agricultural TV programs • general daily newspapers • agricultural Internet sites • agricultural-related social media (blogs, social networks, etc.) • agricultural manufacturer or supplier publications • agricultural-related text messages • mobile Internet access (iPhone, cell phone, Blackberry, etc.) for agricultural-related purposes 2010 Media Channel Study — 3

  5. Key Findings • All types of digital communications are playing important roles as information resources for American farmers and ranchers, and will play increasingly important roles in the future. • While digital 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 addition to magazines / newspapers, ag dealers / retailers are also used most for informing and validating purchase decisions. It appears both channels should be considered as part of an overall media plan. 2010 Media Channel Study — 4

  6. Key Findings • The role of different media changes through the purchase cycle,emphasizing the importance of integrated communications. • Continuity in marketing programs should be planned due to varying purchase cycle times. • As measured by revenue, larger operators are more actively engaged with media channels, seeking information to run their businesses and inform decision making. 2010 Media Channel Study — 5

  7. Frequency of Use How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources? TOP SOURCES Farmers / ranchers frequently use various types of info sources, with print media being used most often. base: 1,219 owners/operators/managers of farms or ranches 2010 Media Channel Study — 6

  8. Frequency of Use – Trends How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources? AT LEAST WEEKLY Use of traditional resources has remained relatively consistent compared to 2005 – with one third of respondents now using the Internet weekly. base: 1,219 owners/operators/managers of farms or ranches (2010 study) *Harris Interactive Agricultural Media Study, April 2005 (2,717 total respondents) 2010 Media Channel Study — 7

  9. Frequency of Use – By Age How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources? Use of ag Internet sites decreases with age, while the opposite is true for general daily newspapers and ag TV. Age does not affect use of the other top resources. base: owners/operators/managers of farms or ranches in each age range (total = 1,219) 2010 Media Channel Study — 8

  10. Frequency of Use – By Size of Operation How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources? Those at larger operations are more likely than those at smaller ones to use each of the top resources, with the exception of ag TV and radio. base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219) 2010 Media Channel Study — 9

  11. Top Two Sources – New Ag Products / Services What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers? The introduction to new ag products and services is far more likely to come from ag magazines / newspapers than any other source. base: 1,219 owners/operators/managers of farms or ranches 2010 Media Channel Study — 10

  12. Top Two Sources – New Ag Products / Services – by Age What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers? The top two sources for first learning about new ag products / services remain the same regardless of age. base: owners/operators/managers of farms or ranches in each age range (total = 1,219) 2010 Media Channel Study — 11

  13. Top Two Sources – New Ag Products / Services – by Size of Operation What are the top two sources from which you first learn about new agricultural products, equipment, services, or suppliers? The top two sources for first learning about new ag products / services remain the same regardless of size of operation. base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219) 2010 Media Channel Study — 12

  14. Top Two Sources – New Ag-Related Websites What are the top two sources from which you first learn about new agricultural–related websites? Farmers / ranchers are far more likely to learn about ag-related websites through magazines or newspapers than any other source. Results are even stronger for magazines / newspapers among those who indicated they have ever used ag Internet sites. base: 1,219 owners/operators/managers of farms or ranches; 781 who indicated they have used ag Internet sites 2010 Media Channel Study — 13

  15. Top Two Sources – New Ag-Related Websites – by Age What are the top two sources from which you first learn about new agricultural–related websites? Regardless of age, the top source for first learning about new ag websites is ag magazines / newspapers. base: owners/operators/managers of farms or ranches in each age range (total = 1,219) 2010 Media Channel Study — 14

  16. Top Two Sources – New Ag-Related Websites – by Size of Operation What are the top two sources from which you first learn about new agricultural–related websites? The top source for first learning about new ag websites remains the same regardless of size of operation. base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts(total = 1,219) 2010 Media Channel Study — 15

  17. Actions Taken For each agricultural information source that you usually read, view, visit, attend or use, what actions have you taken in response to advertising seen in or heard from that source in the last 12 months? Advertising in ag magazines / newspapers prompts more action than advertising in other ag-related resources. base: 1,219 owners/operators/managers of farms or ranches 2010 Media Channel Study — 16

  18. Actions Taken – by Age and Size of Operation For each agricultural information source that you usually read, view, visit, attend or use, what actions have you taken in response to advertising seen in or heard from that source in the last 12 months? TOOK AT LEAST ONE ACTION Ag magazines / newspapers remain the number one source for actions taken regardless of age and size of operation. base: owners/operators/managers of farms or ranches in each age and gross receipts category (total = 1,219) 2010 Media Channel Study — 17

  19. Opinions of Ag Media – Digital Involvement The majority of farmers / ranchers use both digital AND traditional ag media, but fewer than half agree that digital media is essential. base: 1,219 owners/operators/managers of farms or ranches 2010 Media Channel Study — 18

  20. Opinions of Ag Media – Digital Involvement – Among Ag Internet Site Users Digital does not replace traditional media. When results are based only on those who said they use ag Internet sites, the proportion who use BOTH digital and traditional media increases. base: 781 owners/operators/managers of farms or ranches who indicated they have used ag Internet sites 2010 Media Channel Study — 19

  21. Opinions of Ag Media – Digital Involvement – by Age Younger respondents are more likely to use both digital and traditional ag media and to consider accessing digital media an essential activity. base: owners/operators/managers of farms or ranches in each age range (total = 1,219) 2010 Media Channel Study — 20

  22. Opinions of Ag Media – Digital Involvement– by Size of Operation Those at operations with higher annual gross receipts are more likely to use both digital and traditional ag media and to consider accessing digital media an essential activity. base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts(total = 1,219) 2010 Media Channel Study — 21

  23. Opinions of Ag Media – Vs. General Media “I find that I spend more time reading or thinking about the editorial content and product/service messages …” Farmers and ranchers are likely to spend more time with both the editorial content and advertising in ag-related print media than in general business media. The same is not true of websites. base: 1,219 owners/operators/managers of farms or ranches 2010 Media Channel Study — 22

  24. Opinions of Ag Media – Vs. General Media – by Age “I find that I spend more time reading or thinking about the editorial content and product/service messages …” Age isn’t much of a factor in the opinions about magazines/ newspapers. But ag-specific websites seem to have more appeal than general websites for younger respondents. base: owners/operators/managers of farms or ranches in each age range (total = 1,219) 2010 Media Channel Study — 23

  25. Opinions of Ag Media – Vs. General Media – by Size of Operation “I find that I spend more time reading or thinking about the editorial content and product/service messages …” Similar to age, size of operation doesn’t change the importance of ag magazines / newspapers. But ag-specific websites seem to have more appeal than general websites for respondents at larger operations. base: owners/operators/managers of farms or ranches in each age range (total = 1,219) 2010 Media Channel Study — 24

  26. Sources Used in Decision-Making Which of these information sources do you use at each of these points in the decision-making process for agricultural products, equipment, services, or suppliers? Various sources are used at the different stages of the purchasing process, withag magazines / newspapers and dealers / retailers used by the most at any stage, overall. base: 1,039 owners/operators/managers of farms or ranches involved in decision-making 2010 Media Channel Study — 25

  27. Sources Used in Decision-Making – by Age and Size of Operation Which of these information sources do you use at each of these points in the decision-making process for agricultural products, equipment, services, or suppliers? Ag magazines / newspapers and dealers / retailers are used by the most during the decision-making process – regardless of age or size of operation. AT ANY STAGE base: owners/operators/managers of farms or ranches in each segment involved in decision-making(total = 1,039) 2010 Media Channel Study — 26

  28. Top Two Sources – 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? Ag magazines / newspapers are second only to dealers / retailers as the source relied on most for validating / informing purchasing decisions. base: 1,039 owners/operators/managers of farms or ranches involved in decision-making 2010 Media Channel Study — 27

  29. Top Two Sources – Validating / Informing Purchasing Decisions – by Age Which two sources do you rely on most for validating / informing the purchasing decisions you make for agricultural products, equipment, services, or suppliers? The top two sources for validating / informing purchasing decisions do not change based on age categories. base: owners/operators/managers of farms or ranches involved in decision-making in each age range (total = 1,039) 2010 Media Channel Study — 28

  30. Top Two Sources – Validating / Informing Purchasing Decisions – by Size of Operation Which two sources do you rely on most for validating / informing the purchasing decisions you make for agricultural products, equipment, services, or suppliers? The top two sources for validating / informing purchasing decisions do not change based on size of operation. base: owners/operators/managers of farms or ranches involved in decision-making and reporting each level of annual gross receipts (total = 1,039) 2010 Media Channel Study — 29

  31. Anticipated Change in Importance How is the importance of each of these information sources likely to change for you in the next 3 to 4 years? Internet is likely to see growth, but ag magazines / newspapers along with dealers / retailers will continue to be important sources of information for farmers and ranchers in the future. base: 1,219 owners/operators/managers of farms or ranches 2010 Media Channel Study — 30

  32. Anticipated Change in Importance by Age How is the importance of each of these information sources likely to change for you in the next 3 to 4 years? SAME / MORE Ag magazines / newspapers along with dealers / retailers will continue to be important sources regardless of age. base: owners/operators/managers of farms or ranches in each age range (total = 1,219) 2010 Media Channel Study — 31

  33. Anticipated Change in Importance – by Size of Operation How is the importance of each of these information sources likely to change for you in the next 3 to 4 years? SAME / MORE Ag magazines / newspapers along with dealers / retailers will continue to be important sources regardless of size of operation. base: owners/operators/managers of farms or ranches reporting each level of annual gross receipts (total = 1,219) 2010 Media Channel Study — 32

  34. ABM Agri Council 2010 Media Channel Study

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