Upload
sarina-spire
View
217
Download
2
Tags:
Embed Size (px)
Citation preview
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
2012 Media Channel Study - 3
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.
2012 Media Channel Study - 4
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.
2012 Media Channel Study - 5
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
2012 Media Channel Study - 6
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
2012 Media Channel Study - 8
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
2012 Media Channel Study - 9
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
2012 Media Channel Study - 10
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%
2012 Media Channel Study - 11
About half of farmers / ranchers use DIGITAL ag resources at least weekly; websites and e-newsletters are most common
base: 1,062 owners/operators/managers of farms or ranches
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?
2012 Media Channel Study - 12
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)
How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?(“AT LEAST WEEKLY” )
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
2012 Media Channel Study - 13
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
How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?(“AT LEAST WEEKLY” )
36%
74%
49%
86%
64%
84%
ag-relateddigital
agricultural magazinesor newspapers
<$250K $250-$499K $500K+
2012 Media Channel Study - 14
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
base: 1,062 owners/operators/managers of farms or ranches
81%
37%
15%
2012 Media Channel Study - 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%
2012 Media Channel Study - 16
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
base: 1,062 owners/operators/managers of farms or ranches (1,219 in 2010)
What is your level of agreement with each of the following statements?
2012 Media Channel Study - 17
Digital does not replace traditional resources; use of both types of media is higher among digital users than all respondents
What is your level of agreement with each of the following statements?
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
2012 Media Channel Study - 18
Younger farmers / ranchers are more likely to use both traditional and digital ag media and to consider accessing digital media an essential activity
What is your level of agreement with each of the following statements?
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
Accessing digital media hasbecome an essential activityto running my farm or ranch
% who agree
<45
45 - 64
65+
base: owners/operators/managers of farms or ranches in each age segment
2012 Media Channel Study - 19
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
What is your level of agreement with each of the following statements?
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
Accessing digital media hasbecome an essential activityto running my farm or ranch
% who agree
<$250K
$250-$499K
$500K+
base: owners/operators/managers of farms or ranches reporting each category of annual gross receipts
2012 Media Channel Study - 20
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
What is your level of agreement with each of the following statements?
base: 1,062 owners/operators/managers of farms or ranches (1,219 in 2010)
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 …”
2012 Media Channel Study - 21
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
What is your level of agreement with each of the following statements?
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 …”
base: owners/operators/managers of farms or ranches reporting each category of annual gross receipts
2012 Media Channel Study - 22
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 dealers / retailers
ag magazines or newspapers
ag websites
farm shows
ag mfr or supplier publications
ag conferences or seminars
ag newsletters (printed)
general daily newspapers
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%
2012 Media Channel Study - 23
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 dealers / retailers 66% 72% 68% 64% 74% 70%
ag magazines or newspapers 43% 51% 49% 61% 52% 43%
ag websites 33% 17% 7% 16% 11% 18%
farm shows 17% 14% 18% 10% 11% 20%
ag manufacturer or supplier publications 10% 10% 10% 8% 14% 10%
ag conferences or seminars 4% 8% 3% 5% 7% 6%
ag newsletters (printed) 1% 3% 5% 3% 6% 3%
general daily newspapers 1% 2% 6% 5% 2% 2%
ag e-newsletters 1% 3% 1% 2% 3% 2%
ag TV programs 3% 2% 3% 4% 2% 2%
ag radio programs 2% 2% 2% 3% 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)
2012 Media Channel Study - 24
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?
base: 1,062 owners/operators/managers of farms or ranches
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%
ag dealers / retailers
ag magazines or newspapers
ag mfr or supplier publications
farm shows
ag newsletters (printed)
ag conferences or seminars
ag websites
ag TV programs
ag e-newsletters
general daily newspapers
ag radio programs
ag-related websites on a mobile device
ag-related apps on a mobile device
ag-related social media
ag-related text / SMS messages
same more
85%
85%
78%
72%
76%
64%
64%
63%
58%
59%
59%
51%
46%
43%
2012 Media Channel Study - 25
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+
ag dealers / retailers 92% 94% 79% 83% 92% 91%
ag magazines or newspapers 93% 90% 83% 91% 87% 87%
ag manufacturer or supplier publications 89% 87% 74% 75% 84% 89%
farm shows 88% 85% 66% 76% 78% 82%
ag newsletters (printed) 81% 80% 73% 79% 78% 78%
ag conferences or seminars 87% 76% 64% 68% 71% 79%
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%
general daily newspapers 65% 67% 66% 66% 68% 64%
ag radio programs 73% 67% 60% 64% 71% 65%
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%
How is the importance of each of these information sources likely to change for you in the next 3 to 4 years?
2012 Media Channel Study - 26
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
How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?
How is the importance of each of these information sources likely to change for you in the next 3 to 4 years?
base: 1,062 owners/operators/managers of farms or ranches
82%
73%
47%
41%
37%
22%
20%
3%
1%
96%
88%
66%
78%
66%
70%
88%
83%
79%
73%
98%
ag magazines or newspapers
general daily newspapers
ag newsletters (printed)
ag radio programs
ag TV programs
ag dealers / retailers
ag mfr or supplier publications
farm shows
ag conferences or seminars
NET: TRADITIONAL
at least weekly
same/more
2012 Media Channel Study - 27
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
base: 1,062 owners/operators/managers of farms or ranches
40%
30%
17%
16%
12%
9%
52%
72%
67%
54%
58%
57%
55%
80%
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
same/more
How often do you usually read, view, visit, attend, or use the following types of agricultural media or information sources?
How is the importance of each of these information sources likely to change for you in the next 3 to 4 years?
2012 Media Channel Study - 28
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%
ag dealers / retailers
ag magazines or newspapers
ag mfr or supplier publications
farm shows
ag newsletters (printed)
ag conferences or seminars
ag TV programs
general daily newspapers
ag radio programs
SAME OR MORE
digital users
not
How is the importance of each of these information sources likely to change for you in the next 3 to 4 years?
2012 Media Channel Study - 29
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.
2012 Media Channel Study - 30
Media Channel Study
2012