NAFB Internet Usage Study 2009

8/3/2019 NAFB Internet Usage Study 2009

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his presentation on nafb.com gives you an overview of the NAFBsage Study, which was recently unveiled at the NAFB Annual Co

Kansas City. This study was conducted by Ag Media Research, S

outh Dakota.

t the end of this overview, you will find a menu page listing all of

e data currently available from this study.

ou may request a presentation of the data you are most interest

ontacting NAFB directly.

O C S



Discover how many producers in various demographics are activ

e Internet, and what their priorities are regarding Internet and tplications as they pertain to their farming operations

Determine what market demand or desire there is for NAFB brternet applications

Learn producers’ current usage of mainstream “social media” ve

OBJECTIVES

METHODOLOGY



METHODOLOGY

2225 telephone interviews

Producers verified $100,000+ GFI (gross farm income)Completed interviews proportionate by state based on 2007 Agr $100,000+ GFI farms

.53% of U.S. $100,000+ farms in Illinois, 6.56% of completed interviews from Illinois)

Sample supplied by Farm Market iD at 12:1 ratio

Sample from each state was ordered proportionately by county

007 Ag CensusCalls made randomly from each state’s sample

Survey period: August 27 – September 15, 2009



Internet access, including who is online and from where

Hardware used to access the InternetDays of the week accessing

Priorities online: weather, markets, etc.

Social media usage with mainstream sites

Texting sent or received within the last 30 days, plus services

E-newsletters: those subscribing and readershipHow a producer would design a preferred Web site



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PRIMARY DEMOGRAPHICS



PRIMARY DEMOGRAPHICS

Corn 250+ acres

Soybeans 250+ acres

Corn 250+ and Beans 250+ acresWheat 250+ acres

Cotton – any acreage

Hay 50+ acres

Cattle Sold 50+ head

Age both under 50 and 50+Incomes $100,000+, $250,000+ and $500,000+ GFI

INTERNET ACCESS



he $100,000+ GFI producer’s overall Internet access:

38% are active every day, M-F

55% access the Internet45% personally do not access the Internet12.5% have someone in their operation access the Internet for t

otal access capability is almost identical to the recently released

SDA study, “Farm Computer Usage and Ownership.”

INTERNET ACCESS



omparison of results for $250,000+ GFI producer’s Internet acce

USDA - 76% have accessNAFB Study - 64.5% personally access

NAFB Study - 13% have others accessing for them

NAFB Study - total access equaling 77.5%

r more information on the USDA study, reference www.nass.usd

emographics, “Farm Computer Usage and Ownership”



ternet accessing methods for $100,000+ GFI producers:

5% do not access personally

5% use high-speed DSL through a phone line

10% use dial-up% have satellite access

7% use a wireless cell phone data card

% have high-speed cable Internet



exting is used, but is not as widespread as in the consumer mark mong the $100,000+ GFI producers:

18% sent or received a text message within the last 30 days

7% send or receive multiple texts per day

4% subscribe to farm information texts



a producer was to design his or her own Web site, the top thremponents would be:

. Weather – 25% of producers

. Futures Markets – 21%

. Local Cash Markets – 19%

he 4th choice is “don’t know” – 17%

rop information, equipment information, and stock market repor

ut the top categories.



ocial networking media among all producers surveyed appears to

wer than in the consumer market:

9% have personally used social media



s age a factor in social media usage among all producers with at l

100,000+ GFI?

es, with 18% of those under age 50 using it, while 7% of 50+ per

se social media.

ote that currently approximately 70% of producers are 50+ yea



egarding potential ag Web site usage on a more local level, includiroadcaster sites:

0% of $100,000+ GFI producers said they would be interested ineb site maintained by a local farm broadcaster they listened to.



ontact the NAFB office with any questions or requests for additiformation, including arranging a presentation of the findings.

sample menu slide follows here for your review, covering theemographics and categories available.

ustom runs may also be arranged, but may include a databaseanagement fee.

hank you.

AFB. Box 500

atte City, MO 64079

[email protected]

DEMOGRAPHIC DATA CURRENTLY AVAILABLE: PLEASE SELECT THE COLUMN(S) THAT YOU WOULD LIKE TO SEE DATA FOR

Cattle



Corn 250+ sold

$100,000 Corn Soybeans and Wheat Cotton Hay 50+ Age less Age

GFI 250+ 250+ Soybeans 250+ 250+ 1+ 50+ Acres Head than 50 Years 50+ Years

S

R 1 1 0 0 0 0 0 0 0 0 0

S

OU WOULD LIKE TO VIEW, NOTE OVERALL ACCESS ALREADY SELECTED SELECT BY ENTERING 1

YOUR OWN PERFECT WEBSITE 0

TAINING TO YOUR OPERATION 0

NET FOR ONE REASON/CATEGORY 0

N METHODS 0

SSING INTERNET 0

RCH SITE USAGE PREFERENCE 0

TICIPATING IN BLOGS 0

RNET OVERALL USAGE/DAYS USED 1

NLINE COMMUNITY 0

LSE ACCESS FOR THEM 0

E / PORTAL WHEN ACCESSING 0

TERS ONLINE AND USAGE 0

SOCIAL MEDIA 0

0

G IN WEBINARS 0

BITS/SUBSCRIPTIONS 0

TEGORIES YOU ARE MOST INTERESTED IN

EGORIES YOU WOULD LIKE TO VIEW

SCALE OF 1 - 10 WITH 10 THE HIGHEST SELECT BY ENTERING A 1

modity futures market information. 0

m market information. 0

ther information. 0

cific agricultural websites. 0

and receive e-mails. 0

l cash grain market information. 0

Documents

NAFB Internet Usage Study 2009