nafb internet usage study 2009
TRANSCRIPT
8/3/2019 NAFB Internet Usage Study 2009
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©
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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
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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
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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
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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
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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
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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
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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”
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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
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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
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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.
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ocial networking media among all producers surveyed appears to
wer than in the consumer market:
9% have personally used social media
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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
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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.
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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
DEMOGRAPHIC DATA CURRENTLY AVAILABLE: PLEASE SELECT THE COLUMN(S) THAT YOU WOULD LIKE TO SEE DATA FOR
Cattle
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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