Research: Print remains primary info source for agri, but digital growing fast
June 27, 2012 - ABM’s Agri Council last week presented findings in a webinar from its 2012 Media Channel Study, a research project conducted by Readex Research in order to determine the impact of media channels that serve the agricultural industry. The study tracked 15 media channels, from magazines and newspapers to ag-related mobile apps.
While all forms of digital communications are playing an important role as information sources for the agri market, print continues to dominant, even among the 45 and under age bracket, according to the survey. Print led in weekly usage, followed by websites:
Percent of farmers/ranchers using media channels on a weekly basis:
Source: 2012 Agri Council Media Channel Survey
- Magazines/Newspapers: 82%
- Website: 40%
- E-newsletters: 30%
- Ag-related text/SMS: 17%
- Ag-related websites on a mobile device: 16%
- Ag-related apps on a mobile device: 12%
- Ag-related social media: 9%
Eighty-two percent of respondents under the age of 45 use print at least weekly (up from 78 percent in 2010), while 72 percent of younger respondents use digital channels weekly. Larger operators by revenue are more actively engaged with different media channels than smaller operators.
Still, digital channels showed the most traction among survey respondents asked which media channels would be growing in importance over the next three to four years. While 74 percent of respondents say print will remain a vital information channel over the next few years, just 14 percent say it will grow in importance.
Percentage of farmers/ranchers expecting information sources to grow in importance over the next three to four years:
Source: 2012 Agri Council Media Channel Survey
- Ag websites: 40%
- Ag e-newsletters: 30%
- Mobile websites: 26%
- Mobile apps: 25%
- Ag-related text/SMS messages: 18%
- Ag-related Social Media: 15%
- Magazines/Newspapers: 14%
- Ag newsletters (printed): 12%
The research will be presented by Readex President & CEO Jack Semler at the upcoming 14th Annual Ag Media Summit, the largest gathering of crop and livestock publications professionals in the United States. The event will be held in Albuquerque, N.M., Aug. 4 to 8, 2012.
By Matt Kinsman