AG MEDIA USAGE EVALUATION. Subscriber Report - June 2007-

Transcription

1 1 AG MEDIA USAGE EVALUATION Subscriber Report - June 2007-

2 2 WHAT WE WANTED TO FIND OUT Primary Goal: To provide reliable and objective market research information regarding producer use of and reliance on the major media As part of this primary goal, investigate producer use of and reliance on: Radio Television Farm and ranch publications General newspapers Internet Evaluate the current use of and reliance on DTN as a source of agricultural information

3 3 PROJECT STRUCTURE This project is quantitative in nature Study results are based on the responses of 601 crop and livestock producers in four specific states to a telephone interview The four states included are: Iowa, Nebraska, South Dakota, and Wyoming Qualifications for participation: Primary manager or decision-maker for the operation Willing to define operation as primarily row crops, livestock, or both Gross farm income in 2006 of at least $100,000 Sample distributed across the four states based on number of operations with gross farm income of $100,000 or more (Census of Agriculture) Dates of interviewing: March 27 April 16, 2007 Average length: 14 minutes

4 4 LOCATION OF RESPONDENTS DISTRIBUTION OF INTERVIEWS: Iowa 267 interviews 44% of the total Nebraska 173 interviews 29% South Dakota 110 interviews 18% Wyoming 51 interviews 9%

5 5 DISPERSION OF MEDIA USAGE INTERVIEWS Demographics Number of interviews Base: All respondents (N=601)

6 QS3a Iowa reports lowest average crop acres South Dakota leads by a wide margin TOTAL ACRES FARMED Demographics Total Mention 1,816 Iowa (N=225) 1,476 Nebraska (N=106) 1,968 South Dakota (N=60) 2,820 Wyoming (N=11)* 1, *Caution: small base Base: All respondents in indicated groups who identify row crops as a primary part of their operations in

7 QS5 GROSS FARM INCOME, 2006 Demographics Majority of participants in all states in the $100K $499K gross farm income category especially Wyoming One in eight reports gross farm income of at least $1 million (74 respondents) Total Mention (N=601) By State 58% $500K - $999K 25% IA (N=267) 28% 14% 64% $100K - $499K 63% $1M+ 12% NE (N=173) SD (N=110) 25% 12% 23% 14% 64% $100K - $499K $500K - $999K $1M+ 88% WY (N=51) 10% 2% 0% 20% 40% 60% 80% 100% Base: All respondents in indicated groups 7

8 8 DEMOGRAPHICS: DESCRIBING THE $1M+ PRODUCERS Location: Equally likely to be located in IA/NE/SD not likely to be in WY Percent reporting $1M+ IA 14% NE 12% SD 14% WY 2%** Crops: No difference in cropping pattern or primary brand of corn seed substantial difference in size of operations Average acres farmed $1M+ 3,280 $ K 2,027 $ K 1,283 Livestock: More likely to include hogs than other groups, size of swine herds substantially larger Percent including hogs Average size of swine herd $1 M+ 25%* 6,725 $ K 12% 2,189 $ K 4% 1,308 Demographics * = Statistically significant difference at the 99% confidence level ** = Statistically significant difference at the 95% confidence level

9 General Media Use and Priority Presentation Overview 9

10 10 GENERAL SOURCES: DESCRIBING THE $1M+ PRODUCERS General sources used similar to other groups Farm & Ranch Publications Radio Sources Used Internet General Newspapers $1 M + 77% 47% 55% 32% 30% $ K 74% 42% 52% 36% 29% $ K 78% 39% 32% 33% 25% More likely to use multiple sources than the smallest operations Number Of Sources One Source Two Sources Three + Sources $1 M + 32% 35% 33% $ K 39% 29% 32% $ K 46% 28% 26% TV General Sources Significant reliance on Internet Farm & Ranch Publications Radio Most Relied On Internet General Newspapers $1 M + 50% 22% 23% 5% - $ K 51% 14% 25% 6% 2% $ K 60% 16% 10% 11% 3% TV

11 Focus on: Farm and Ranch Publication Use Presentation Overview 11

12 12 Q10 EVALUATION OF SPECIFIC FARM/RANCH PUBLICATIONS USED (UNAIDED) - Farm Progress Publications Combined - Farm Progress family of publications roughly tied with Successful Farming on reach Publications Publications Used Farm Journal Successful Farming Farm Progress Publications - Wallaces Farmer - Nebraska Farmer - Dakota Farmer - Western Farmer Stockman The Progressive Farmer Top Producer Iowa Farmer Today Farm Industry News Corn & Soybean Digest Farm Futures Beef 4% 6% 16% 15% 11% 21% 19% 16% 15% 15% 12% 42% 55% 49% 0% 20% 40% 60% 80% 100% IA (N=201) Farm Journal Successful Farming Wallaces Farmer Iowa Farmer Today NE (N=132) Farm Journal Nebraska Farmer Successful Farming SD (N=89) Successful Farming Farm Journal Dakota Farmer WY (N=39)* Farm Journal Successful Farming Wyoming Roundup Base: All respondents citing publications as an information source (N=461) Top 3 Publications, By State 18% 36% 35% 33% 31% 42% 61% 52% 51% 53% 49% 55% 60% 0% 20% 40% 60% 80% 100% *Caution: small base

13 Q10d,10da,10db READING PROFILE, PRIMARY PUBLICATION - Time Spent With Primary Publication - 13 Publications Importance of stopping power clear: most casually flip through a new issue Approach To Reviewing A New Issue Average Response (Minutes) Spend some time 35% Time spent, initial review, new issue 33 Casually flip through 65% Total time spent with issue 58 Base: All respondents citing a primary farm and ranch publication (N=424)

14 Focus on: Internet Use Presentation Overview 14

15 Q12 EXTENSIVENESS OF USE: INTERNET WEBSITES Over half of producers using Internet are accessing more than one website regularly Internet Average Number Cited Total Mention (N=202) 54% 25% 14% 7% 1.8 IA (N=95) 50% 28% 15% 7% 1.8 NE (N=63) 59% 21% 11% 9% 1.7 SD (N=32)* 59% 22% 16% 1.7 WY (N=12)* 50% 33% 17% 1.7 0% 20% 40% 60% 80% 100% One Two Three Four + *Caution: small base Base: All respondents in indicated groups making use of the Internet and citing specific websites 15

16 16 Q12 Local co-op, elevator AgricultureOnline Iowa State University EVALUATION OF SPECIFIC INTERNET SITES USED (Unaided) Use divided among a multitude of websites AgWeb leads the pack, with one in five accessing the site Websites Used, Total Mention (N=237) AgWeb DTN Pioneer Google CBOT TractorHouse KRVN Deere AgTalk Weather 6% 6% 6% 5% 4% 3% 3% 3% 3% 3% 3% 8% 19% 0% 20% 40% 60% 80% 100% IA (N=110) AgWeb Local co-op, elevator Pioneer NE (N=72) AgWeb KRVN Local co-op, elevator SD (N=39)* AgWeb DTN AgricultureOnline WY (N=16)* Google Top 3 Websites, By State 8% 11% 8% 12% 10% 10% 10% 13% 23% 22% (no others cited by >1) Internet 0% 20% 40% 60% 80% 100% Base: All respondents in indicated groups citing the Internet as an information source *Caution: small base

17 17 Q12c SPECIFIC TYPE OF AG INFORMATION OBTAINED FROM LEADING WEBSITES Most common expectation from Internet: timely market information Weather a very distant second Specific product or equipment information still less frequent Internet General Ag Information 75% - market information 64% - weather Crop-Specific Information Equipment Information Ads, Auctions, Sales Opinions, Commentary Livestock-Specific Information New Products, Technology Trends 22% 13% 9% 7% 6% 5% 3% 3% Base: All respondents citing a most relied on website (N=202) 0% 20% 40% 60% 80% 100%

18 18 Q12d,12da EXTENT OF ACCESSING PRIMARY WEBSITE Internet Most likely pattern of primary website use: casually scroll through on a daily basis, probably to check what s new Approach To Reviewing Website Frequency Of Accessing Primary Website Spend some time 41% Weekly 30% Casually scroll through 59% Daily 59% Monthly 7% Other 4% Base: All respondents citing a primary website (N =202)

19 19 Q12e TYPE OF INTERNET CONNECTION Internet Nearly two out of three now have high speed connections Little difference by state One in three still relying on dial-up modem Total Mention (N=202) By State High speed 61% Iowa (N=95) 32% 64% Nebraska (N=63) 35% 57% South Dakota (N=32)* 38% 59% Don't know 1% Satellite, wireless 5% Dial up modem 33% Base: All respondents in indicated groups citing a primary website Wyoming (N=12)* 25% 58% 0% 20% 40% 60% 80% 100% Percent high speed Percent dial-up modem *Caution: small bases