Media Consumption Survey Among Food & Beverage Industry Professionals

Transcription

1 Media Consumption Survey Among Food & Beverage Industry Professionals Conducted by August, 2014

2 Executive Summary During June/July of 2014, Putman Media and Preston/Rogers Associates, Inc. undertook the development and execution of a comprehensive research survey to solicit and analyze media consumption of print & digital information from food & beverage industry professionals. Participants were selected on an n-th name (random start) basis from Food Processing's BPA-audited circulation. The survey results reveal that food and beverage industry professionals are regular readers of industry magazines, and do so with purpose. 43% report that that their consumption of industry-related media has increased during the past 12 months. Consumption of print media increased the most over the past year, while use of industry E-Newsletters and websites also continues to grow. More than half of the survey respondents are investing an hour or more each week reading food and beverage industry magazines. Professionals with Executive/Senior Management or R&D/Technical Research responsibilities invest the most time reading trade magazines, an average of 2.0 and 1.9 hours respectively. Analysis by age reveals that those who are over 55 invest the most time reading, an average of 2.0 hours per week. Food and beverage industry professionals read industry magazines regularly to keep current on food and beverage industry news and analysis, to look for new ideas, and to learn about new products/vendors. Nearly all (96%) of survey respondents typically take action as a result of reading an article or ad in a food and beverage industry magazine; use of ideas found in articles, and visiting an advertiser's website are the most likely actions taken. Professionals in the food and beverage industry frequently utilize the Internet, investing an average of 3.4 hours per week researching work-related food and beverage industry information. R&D/Technical Research, Quality Assurance/Control/Food Safety and Executive/Senior Management professionals invest the most time, each averaging 3.5 hours or more per week online. Search engines, food and beverage industry magazines, and E-Newsletters and supplier websites are the resources used most often. Search engines are used daily by 69% of the respondents. Food and beverage industry magazines and E-Newsletters and supplier websites are used at least weekly. Industry professionals who invest more time reading food and beverage magazines or accessing the Internet, use all of the resources more frequently. The information resource utilized varies by task. Food and beverage industry professionals use industry magazines most often to keep current with industry trends and to keep current with new products and technologies (more than a 2 to 1 margin over search engines). Search engines are used to look for suppliers/products, research a vendor under consideration, investigate solutions/ideas for current projects, and to learn about new vendors. In summary, food and beverage industry professionals average over five hours per week reading food and beverage industry magazines/accessing the Internet for work-related duties. The need to keep current with the food and beverage industry is a large motivator of print & digital media consumption - among all age groups, and job functions. Page 2

3 Introduction Today, more than ever, business professionals have a variety of media alternatives from which to choose. This study was undertaken to better understand the media consumption habits and the media sources used by food and beverage industry professionals, as they obtain needed information during the vendor-selection process. Research Objectives: Measure changes in media consumption during the past 12 months. Determine the food and beverage industry magazines read regularly. Measure how magazines are read, how much time is spent per week reading industry magazines, key reasons for reading and actions taken. Determine the food and beverage industry websites accessed on a regular basis. Measure the time spent per week accessing the Internet for work-related food information and reasons for accessing various types of websites. Identify the most important sources for staying current with technologies, products and services, obtaining information or specifications for products/ingredients, and confirming/validating purchase decisions. Survey Overview & Methodology The survey was conducted using two methods of data collection (mail and online). The random sample was developed from Food Processing's BPA-audited circulation. The mail questionnaire was sent to a total of 1,000 individuals. A dollar was enclosed with each questionnaire as an incentive to respond. The online survey invitation was ed to 50,500 individuals. Participation in a drawing for a Kindle Fire was offered as an incentive to respond to the online questionnaire. At cut-off, a total of 585 returns had been received. The margin of error for a sample this size is +/- 4.0% at the 95% confidence level. Survey details are as follows: Data collection method # Mailed/ ed Returns Mail questionnaire 1, Online questionnaire 50, TOTAL 51, The questionnaire was developed jointly by Putman Media and Preston/Rogers Associates, Inc. Preston/Rogers was responsible for data tabulations, analysis and report development. The data was analyzed by heavy/light readers and heavy/light internet users, job function and age of respondent. Page 3

4 43% of food and beverage industry professionals report that consumption of industry-related media has increased over the past 12 months. Food and beverage industry magazines are mentioned most often as the source accounting for that increase, followed by industry E-Newsletters and industry websites. Has your consumption of food & beverage industry-related media (trade magazines, websites E-Newsletters, etc.) increased or decreased during the past 12 months? If your consumption of food & beverage industry-related media has increased, please let us know which forms of media have accounted for that increase. Change in Media Consumption Media Accounting for Increase Increased 43% Remained about the same 47% Food & Beverage Industry Magazines Food & Beverage Industry E- Newsletters Food & Beverage Industry Websites 47% 57% 66% Food & Beverage Industry Webinars/Webcasts 24% No answer 2% Decreased 8% Social Media 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: 585 total respondents Base: 249 respondents who have INCREASED media consumption during the past 12 months. Page 4

5 Respondents across all age groups mention food and beverage industry-magazines most often as the source that accounts for their increase in media consumption during the past 12 months. Respondents 55 years of age and younger are more likely to also say that the use of food and beverage industry websites has increased. Has your consumption of food & beverage industry-related media (trade magazines, websites E-Newsletters, etc.) increased or decreased during the past 12 months? If your consumption of food & beverage industry-related media has increased, please let us know which forms of media have accounted for that increase. Total 35 and under Over 55 Total Respondents Media consumption has INCREASED 43% 58% 38% 43% 40% Respondents who have INCREASED consumption * 33* Food & Beverage Industry Magazines 66% 60% 67% 66% 62% Food & Beverage Industry E-Newsletters 57% 66% 58% 56% 50% Food & Beverage Industry Websites 47% 57% 48% 53% 39% Food & Beverage Industry Webinars/Webcasts 24% 26% 33% 18% 29% Social Media 24% 29% 27% 23% 20% *Caution: Small base size, results should be considered directional rather than definitive Page 5

6 All job functions state that the usage of food and beverage industry magazines has accounted for most of their increase in media consumption during the past 12 months. Has your consumption of food & beverage industry-related media (trade magazines, websites E-Newsletters, etc.) increased or decreased during the past 12 months? If your consumption of food & beverage industry-related media has increased, please let us know which forms of media have accounted for that increase. Total Quality Assurance/ Quality Control/ Food Safety --- R&D/ Technical Research -- Production/ Operations ---- Executive/ Senior Management --- General Management --- Purchasing/ Procurement ---- All Others Base: Total Respondents Media consumption has INCREASED Base: Respondents who have INCREASED consumption Food & Beverage Industry Magazines Food & Beverage Industry E- Newsletters Food & Beverage Industry Websites Food & Beverage Industry Webinars/Webcasts 43% 46% 47% 38% 44% 29% 36% 44% * 59 28* 38* 68 66% 66% 64% 65% 66% 68% 71% 69% 57% 63% 56% 49% 53% 61% 47% 40% 47% 51% 52% 55% 49% 43% 61% 57% 24% 37% 28% 22% 25% 25% 18% 25% Social Media 24% 33% 23% 22% 24% 29% 26% 38% *Caution: Small base sizes, results should be considered directional rather than definitive Page 6

7 93% of food and beverage industry professionals read one or more food and beverage industry magazines on a regular basis. Which of the following food & beverage industry magazines do you read on a regular basis? Food & Beverage Industry Magazines Read Read any of the food industry magazines listed regularly (net) 93% Food Processing 73% Prepared Foods 35% Food Technology 33% Food Manufacturing 32% Food Business News 26% Food Product Design 24% Food Engineering 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: 585 total respondents Page 7

8 Food Processing is read most often by all age groups. Readership is strongest among respondents over 55 years old. Which of the following food & beverage industry magazines do you read on a regular basis? Total 35 & under Over 55 Base: Total Respondents Read any of the food & beverage industry magazines (net) 93% 93% 92% 94% 98% Food Processing 73% 73% 71% 68% 82% Prepared Foods 35% 25% 35% 34% 42% Food Technology 33% 33% 31% 32% 37% Food Manufacturing 32% 27% 31% 37% 35% Food Business News 26% 23% 28% 30% 23% Food Product Design 24% 23% 24% 20% 31% Food Engineering 24% 22% 20% 21% 30% Page 8

9 Food Processing is the magazine read most often regardless of job function. Which of the following food & beverage industry magazines do you read on a regular basis? Total Quality Assurance/ Control/ Food Safety --- R&D/ Technical Research -- Production/ Operations ---- Executive/ Senior Management --- General Management --- Purchasing/ Procurement ---- All Others Base: Total Respondents Read any of the food & beverage industry magazines (net) 93% 94% 97% 94% 94% 93% 94% 93% Food Processing 73% 79% 79% 76% 72% 72% 76% 72% Prepared Foods 35% 38% 47% 36% 38% 34% 38% 31% Food Technology 33% 36% 46% 28% 33% 26% 24% 31% Food Manufacturing 32% 39% 28% 38% 32% 32% 30% 37% Food Business News 26% 29% 31% 23% 30% 21% 27% 22% Food Product Design 24% 26% 42% 20% 29% 12% 18% 22% Food Engineering 24% 22% 29% 27% 23% 20% 22% 27% Page 9

10 47% of food and beverage industry professionals scan their favorite professional magazines looking for editorial and advertising of interest, 30% use the table of contents and then read articles of interest and 29% regularly read through an entire issue. Which of the following best describes how you typically read your favorite professional magazines? Method of Reading Professional Magazines I scan the issue, looking for editorial and advertising that is of interest 47% I use the table of contents and then read articles of interest 30% I read through the entire issue stopping at content and ads of interest 29% I read much of the editorial but tend to ignore the ads 7% I read the ads but not the editorial 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Base: 585 total respondents Page 10

11 Methods of reading professional magazines remain generally consistent, regardless of age group. Food and beverage industry professionals 55 and over are the most likely to read an entire issue. Which of the following best describes how you typically read your favorite professional magazines? Total 35 & under Over 55 Base: Total Respondents I scan the issue, looking for editorial and advertising that is of interest I use the table of contents and then read articles of interest I read through the entire issue stopping at content and ads of interest 47% 50% 55% 50% 43% 30% 33% 26% 32% 32% 29% 27% 27% 28% 34% I read much of the editorial but tend to ignore the ads 7% 13% 6% 5% 7% I read the ads but not the editorial 2% 3% 2% 3% 1% Page 11

12 58% of food and beverage industry professionals invest one or more hours each week reading industry trade magazines an average of 1.8 hours per week. This represents a 6% increase, year over year, in the media consumption of industry trade magazines. Respondents with Executive/Senior Management or R&D/Technical Research responsibilities invest the most time reading trade magazines, an average of 2.0 and 1.9 hours per week respectively. Respondents over 55 years of age invest he most time reading trade magazines, an average of 2.0 hours per week. About how many hours per week do you typically spend reading food & beverage industry trade magazines? Job Responsibility/Function Avg. hrs./ week Executive/Senior Management 2.0 R&D/Technical Research 1.9 Purchasing/Procurement 1.8 Quality Assurance/Quality Control/Food Safety 1.7 Productions/Operations 1.7 General Management 1.4 All Others 1.9 Time Spent Reading Industry Trade Magazines 4 hours or more 10% 1-3 hours 48% Age Groups 35 & under Over Less than 1 hour 39% 0% 10% 20% 30% 40% 50% 60% Total/All respondents 1.8 Base: 585 total respondents Page 12

13 Food and beverage industry professionals state the primary reasons they read professional magazines are to keep current on industry news and analysis, to look for new ideas and to learn about new products/vendors. Please indicate the primary reasons you read your favorite professional magazines. Primary Reasons for Reading Keep current on food and beverage industry news and analysis 77% Look for new ideas 62% Learn about new products and new vendors 54% Learn about best practices in the food industry 52% Look for articles related to a current problem or project I am dealing with 48% Learn about new application ideas 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Base: 585 total respondents Page 13

14 Reasons for reading professional magazines remain generally consistent regardless of age. Respondents over 45 utilize magazines to learn about new products and vendors more than other age groups. Please indicate the primary reasons you read your favorite professional magazines. Total 35 & under Over 55 Base: Total Respondents Keep current on food and beverage industry news and analysis 77% 78% 83% 81% 79% Look for new ideas 62% 63% 73% 68% 61% Learn about new products and new vendors 54% 53% 45% 58% 60% Learn about best practices in the food industry 52% 60% 47% 50% 57% Look for articles related to a current problem or project I am dealing with 48% 50% 56% 44% 53% Learn about new application ideas 38% 50% 36% 38% 42% Page 14

15 Respondents with R&D/Technical Research, Production/Operations, Executive/Senior Management or Purchasing/Procurement responsibilities are the most likely to read magazines to learn about new products and vendors. Those in R&D/Technical Research are the most likely to read magazines to learn about new application ideas. Respondents with Quality Assurance/Control/Food Safety or Production Operations responsibilities are most likely to read their favorite professional magazines to learn about best practices. Please indicate the primary reasons you read your favorite professional magazines. Total Quality Assurance/ Quality Control/ Food Safety --- R&D/ Technical Research -- Production/ Operations ---- Executive/ Senior Management --- General Management --- Purchasing/ Procurement ---- All Others Base: Total Respondents Keep current on food and beverage industry news and analysis 77% 80% 84% 76% 81% 71% 76% 76% Look for new ideas 62% 60% 71% 73% 72% 65% 67% 67% Learn about new products and new vendors Learn about best practices in the food industry Look for articles related to a current problem or project I am dealing with 54% 48% 65% 57% 61% 49% 55% 59% 52% 67% 51% 60% 47% 48% 54% 50% 48% 60% 51% 52% 51% 53% 49% 48% Learn about new application ideas 38% 36% 52% 35% 44% 33% 39% 46% Page 15

16 Nearly all respondents (96%) engage in some type of action as a result of reading an ad or article in a food and beverage industry magazine. 69% use ideas found in articles, 52% visit advertisers websites, 41% clip/copy/route articles and 40% have contacted a vendor/advertiser to learn more about a product/ ingredient. Please indicate what actions you may take as a result of reading an article or ad in an industry magazine. Actions Taken One or more actions taken 96% Use ideas found in articles 69% Visit an advertiser's website 52% Clip/copy/route articles Contact a vendor/advertiser to learn more about a specific product/ingredient 41% 40% Visit the magazine website for more information Save an entire issue 26% 25% Base: 585 total respondents 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Page 16

17 Food and beverage industry professionals aged are more likely than those 35 and under or over 55 to visit an advertiser s website as a result of reading an article or ad in an industry magazine. Respondents over 45 are more likely than their younger counterparts to contact a vendor/advertiser to learn more about a specific product/ingredient and clip/copy/route articles. Please indicate what actions you may take as a result of reading an article or ad in a food & beverage industry magazine. Total 35 & under Over 55 Base: Total Respondents One or more actions taken (net) 96% 98% 98% 99% 98% Use ideas found in articles 69% 80% 76% 68% 70% Visit an advertiser's website 52% 47% 57% 63% 49% Clip/copy/route articles 41% 32% 35% 44% 48% Contact a vendor/advertiser to learn more about a specific product/ingredient 40% 35% 34% 46% 45% Visit the magazine website for more information 26% 23% 29% 31% 21% Save an entire issue 25% 32% 29% 23% 26% Page 17

18 Industry professionals who spend more time per week reading food & beverage industry trade magazines or accessing the Internet for work- related information are more likely to take actions as a result of reading an article or ad. Please indicate what actions you may take as a result of reading an article or ad in a food & beverage industry magazine. Hrs. per week reading food & beverage industry trade magazines: ======================= Hrs. per week accessing Internet for work related information: ======================= Total Less than 1 hr. 1-3 hrs. More than 4 hrs. Less than 1 hr. 1-3 hrs. More than 4 hrs. Base: Total Respondents One or more actions taken (net) 96% 97% 100% 100% 95% 100% 100% Use ideas found in articles 69% 67% 71% 87% 66% 70% 78% Visit an advertiser's website 52% 52% 55% 53% 49% 53% 63% Clip/copy/route articles 41% 37% 46% 53% 39% 44% 44% Contact a vendor/advertiser to learn more about a specific product/ingredient Visit the magazine website for more information 40% 37% 42% 57% 32% 42% 49% 26% 20% 30% 38% 14% 23% 37% Save an entire issue 25% 19% 29% 40% 20% 29% 28% Page 18

19 Executive/Senior Management professionals are the most likely to contact a vendor/advertiser as a result of reading an article or ad. Professionals with R&D/Technical Research responsibilities are the most likely to use ideas found within articles. Those with Production/Operations responsibilities are the most likely to visit an advertiser s website. Please indicate what actions you may take as a result of reading an article or ad in food & beverage industry magazine. Total Quality Assurance/ Control/ Food Safety --- R&D/ Technical Research -- Production/ Operations ---- Executive/ Senior Management --- General Management --- Purchasing/ Procurement ---- All Others Base: Total Respondents One or more actions taken (net) 96% 98% 99% 98% 99% 99% 99% 98% Use ideas found in articles 69% 70% 81% 77% 70% 71% 75% 70% Visit an advertiser's website 52% 62% 58% 67% 61% 63% 58% 54% Clip/copy/route articles 41% 47% 46% 38% 44% 42% 42% 48% Contact a vendor/advertiser to learn more about a specific product/ingredient Visit the magazine website for more information 40% 48% 52% 53% 59% 53% 51% 41% 26% 30% 27% 27% 24% 30% 25% 28% Save an entire issue 25% 38% 29% 30% 27% 29% 25% 27% Page 19

20 39% of respondents say they prefer to receive a print edition of the food and beverage industry magazines they read regularly; 23% prefer to receive the digital edition. Which of the following statements best reflects your experience with digital editions of the food & beverage industry magazines you read regularly? Magazine Format Preference Prefer to receive print edition 39% Prefer to receive digital edition 23% Prefer to receive both print and digital editions 16% Have no opinion either way 11% Have not subscribed to/have no experience with digital editions 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Base: 585 total respondents Page 20

21 Respondents who are over 45 years of age are more likely to say they would prefer to receive the print edition of the food and beverage industry magazines they read regularly. Those 45 and under are more likely to report that they prefer to receive the digital edition. Which of the following statements best reflects your experience with digital editions of the food & beverage industry magazines you read regularly? Total 35 & under Over 55 Base: Total Respondents Prefer to receive print edition 39% 20% 28% 40% 49% Prefer to receive digital edition 23% 28% 31% 26% 16% Prefer to receive both print and digital editions 16% 20% 21% 15% 17% Have no opinion either way 11% 15% 14% 8% 9% Have not subscribed to/have no experience with digital editions 8% 17% 5% 10% 8% Page 21

22 Overall, 28% of the respondents say they would be interested in a version of Food Processing Magazine for the ipad or tablet. Interest is strongest among those 35 and younger with 47% expressing an interest while 79% of those over 55 report they would not be interested. Would you be interested in a version of Food Processing magazine for the ipad or a tablet? Total 35 & under Over 55 Base: Total Respondents Yes 28% 47% 36% 34% 20% No 68% 53% 64% 66% 79% Page 22

23 69% of food and beverage industry professionals invest an hour or more per week accessing the Internet for work-related information an average of 3.4 hours per week. This represents a 3% year over year increase in the consumption of digital media. R&D/Technical Research, Quality Assurance/ Control/Food Safety and Executive/Senior Management professionals spend the most time accessing the Internet for work-related information, each averaging 3.5 hours or more per week. Respondents years of age spend the most time online, an average of 3.7 hours per week. About how many hours per week do you typically spend accessing the Internet for work-related food & beverage industry information? Job Responsibility/Function Avg. hrs./ week R&D/Technical Research 3.7 Quality Assurance/Quality Control/Food Safety 3.6 Executive/Senior Management 3.5 Purchasing/Procurement 3.3 General Management 3.3 Productions/Operations 3.2 All Others hours or more Time Spent Accessing the Internet for Food & Beverage Industry Information 1-3 hours 30% 39% Age Groups 35 & under Over Less than 1 hour 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Total/All respondents 3.4 Base: 585 total respondents Page 23

24 Search engines, food and beverage industry magazines and E-Newsletters and supplier websites are the resources used most often by industry professionals. Search engines are used on a daily basis by the majority of respondents. Food and beverage industry magazines and E-Newsletters and supplier websites are used on a weekly or greater basis. About how often do you use the following resources for work? Search Engines Food & Beverage Magazines Food & Beverage Magazine E- Newsletters Supplier Websites Food & Beverage Magazine Websites Distributor Websites Social Media Daily 69% 6% 18% 9% 6% 5% 13% Weekly 20% 36% 25% 37% 26% 13% 13% Monthly 3% 37% 14% 23% 30% 20% 8% Less often 3% 15% 23% 22% 26% 34% 22% Never 2% 5% 14% 5% 7% 21% 37% Base: 523 respondents who answered the question Page 24

25 Search engines are the resource used most often by food and beverage industry professionals regardless of job responsibilities. Food and beverage industry professionals with R&D/Technical Research responsibilities utilize industry magazines the most of any job function. Those with R&D/Technical Research or Quality Assurance/Control/Food Safety responsibilities are more likely than others to use E- Newsletters at least weekly. About how often do you use the following resources for work? Use at least weekly Total Quality Assurance/ Control/ Food Safety --- R&D/ Technical Research -- Production/ Operations ---- Executive/ Senior Management --- General Management --- Purchasing/ Procurement ---- All Others Base: Total Answering Search engines 89% 87% 93% 86% 86% 89% 84% 88% Supplier websites 46% 45% 48% 52% 47% 47% 56% 50% E-Newsletters 43% 43% 48% 38% 36% 26% 34% 46% Food & beverage industry magazines Food & beverage industry websites 41% 43% 48% 44% 43% 36% 40% 48% 32% 34% 33% 34% 28% 29% 28% 38% Social media 26% 28% 27% 30% 34% 27% 32% 38% Distributor websites 18% 19% 19% 23% 22% 17% 24% 27% Page 25

26 Food and beverage industry professionals who invest more time reading industry trade magazines or accessing the Internet for work-related information, utilize most resources more frequently than those who invest less time. About how often do you use the following resources for work? Hrs. per week reading food industry trade magazines: ====================== Hrs. per week accessing Internet for work related information: ====================== Use at least weekly Total Less than 1 hr. 1-3 hrs. More than 4 hrs. Less than 1 hr. 1-3 hrs. More than 4 hrs. Base: Total Answering * Search engines 89% 87% 91% 87% 79% 92% 95% Supplier websites 46% 41% 48% 54% 26% 48% 57% E-Newsletters 43% 34% 48% 59% 29% 44% 53% Food & beverage industry magazines 42% 26% 50% 65% 24% 40% 55% Food & beverage industry websites 32% 17% 41% 59% 8% 33% 48% Social media 26% 19% 32% 33% 15% 28% 32% Distributor websites 18% 14% 20% 26% 6% 19% 25% *Caution: Small base size, results should be considered directional rather than definitive Page 26

27 76% of food and beverage industry professionals have accessed foodprocessing.com. 48% visit the site at least monthly. Please indicate how often you access each website listed below? foodprocessing.com prepared foods.com foodmanufacturing.com foodengineering.com foodbusiness news.net ift.org foodproductdesign.com Daily 4% 2% 2% 1% 2% 1% 2% Weekly 19% 10% 8% 8% 10% 9% 7% Monthly 25% 15% 15% 15% 12% 12% 12% Less often 28% 28% 31% 30% 28% 27% 31% Never 22% 40% 39% 38% 41% 43% 42% Page 27

28 Respondents 35 and under are more likely than any other age groups to visit foodprocessing.com at least monthly. Please indicate how often you access each website listed below? Use at least monthly Total 35 & under Over 55 Base: Total Answering foodprocessing.com 49% 63% 47% 50% 44% preparedfoods.com 27% 22% 23% 31% 26% foodmanufacturing.com 26% 27% 23% 30% 25% foodengineering.com 24% 23% 20% 31% 22% foodbusinessnews.net 24% 18% 26% 30% 22% ift.org 21% 25% 22% 22% 21% foodproductdesign.com 20% 17% 16% 22% 22% Page 28

29 Food and beverage industry professionals who invest one or more hours per week reading industry trade magazines or accessing the Internet visit industry websites more often than those who spend less time. Please indicate how often you access each website listed below? Hrs. per week reading food & beverage industry trade magazines: ======================= Hrs. per week accessing Internet for work related information: ======================= Use at least monthly Total Less than 1 hr. 1-3 hrs. More than 4 hrs. Less than 1 hr. 1-3 hrs. More than 4 hrs. Base: Total Answering * foodprocessing.com 49% 32% 61% 65% 31% 51% 60% preparedfoods.com 27% 10% 36% 54% 14% 25% 39% foodmanufacturing.com 26% 10% 36% 46% 15% 26% 34% foodengineering.com 24% 11% 33% 39% 9% 27% 32% foodbusinessnews.net 24% 14% 29% 48% 10% 24% 34% ift.org 21% 10% 28% 37% 9% 20% 33% foodproductdesign.com 20% 7% 27% 48% 9% 18% 32% *Caution: Small base size, results should be considered directional rather than definitive Page 29

30 Food and beverage industry professionals utilize industry magazines the most to: keep current with industry trends, and keep current with new products and technologies. Search engines are used most often to: look for suppliers/ products, research a vendor under consideration, investigate ideas for current problems/projects, and to learn about new vendors. Which information resources do you rely on for each task? Industry Magazines Industry Magazine Websites Search Engines Supplier Websites Supplier/ Distributor Reps Directories Social Media Keep current with industry trends 72% 41% 36% 14% 10% 4% 10% Keep current with new products, technologies 67% 40% 32% 14% 12% 2% 8% Investigate solutions/ideas for current problems/projects 36% 31% 62% 23% 13% 8% 6% Learn about new vendors 42% 28% 53% 27% 15% 13% 7% Look for suppliers/products 35% 21% 64% 30% 15% 20% 6% Research a vendor under consideration 17% 15% 63% 34% 14% 12% 7% Base: 511 respondents who answered the question Page 30

31 72% of food and beverage industry professionals use online networking and social media for business purposes. LinkedIn Groups and Google+ are used most often. 28% of respondents companies block access to social media sites. Online networking and social media are beginning to have a role in the business community. Please indicate which, if any of the following tools/ services you currently use for business purposes: Does your company block access to the above social media? Use Networking and Social Media Companies Block Access Currently use any (net) 72% LinkedIn Groups Google+ 46% 45% Yes 28% Facebook 22% Youtube Twitter Pinterest Instagram 4% 2% 8% 20% No answer 12% No 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: 585 total respondents Page 31

32 Food and beverage industry professionals over 55 years of age are more likely to use Google+ than those 55 and younger. Those 45 and younger are more likely to use Youtube and Twitter than their older counterparts. Online networking and social media are beginning to have a role in the business community. Please indicate which, if any of the following tools/services you currently use for business purposes: Total 35 & under Over 55 Base: Total Respondents Currently use any (net) 72% 77% 79% 77% 85% LinkedIn Groups 46% 53% 57% 51% 50% Google+ 45% 32% 43% 48% 59% Facebook 22% 32% 27% 26% 20% Youtube 20% 32% 27% 17% 23% Twitter 8% 17% 19% 10% 3% Pinterest 4% 10% 5% 4% 4% Instagram 2% 3% 6% 1% 0% Page 32

33 62% of food and beverage industry professionals say they use a variety of digital tools/services. 38% watch videos and 36% view webcasts from time to time. Are you currently using any of the following tools/services? Tools/Services Used Currently use any (net) 62% I watch videos I view webcasts from time to time 38% 36% I read blogs 26% I listen to podcasts RSS feeds to follow sites/writers I use Wikis I use "share this" tools QR Codes 12% 11% 10% 9% 7% 0% 10% 20% 30% 40% 50% 60% 70% Base: 585 total respondents Page 33

34 Respondents 55 and younger are more likely to use digital resources than those over 55. Respondents 35 and younger are the most likely to watch videos and read blogs. Are you currently using any of the following tools/services? Total 35 & under Over 55 Base: Total Respondents Currently use any (net) 62% 75% 76% 72% 65% I watch videos 38% 52% 45% 43% 39% I view webcasts from time to time 36% 35% 38% 42% 41% I read blogs 26% 40% 31% 34% 24% I listen to podcasts 12% 10% 19% 11% 16% RSS feeds to follow sites/writers 11% 13% 15% 12% 11% I use Wikis 10% 22% 16% 11% 9% I use "share this" tools 9% 15% 16% 13% 6% QR Codes 7% 8% 12% 9% 6% Page 34

35 Food and beverage industry magazines are the most important source utilized by industry professionals to stay current with technologies, products and vendors by more than a two to one margin over all other media sources. Please indicate the most important industry source you would use for the following areas: Staying current with technologies, products and vendors Most Important Source Food & beverage industry magazines 38% Search engines 16% Food & beverage industry magazine websites 12% Electronic newsletters 8% Trade shows Vendor/Supplier websites Sales/Account reps Conferences/User groups 5% 4% 2% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Base: 585 total respondents Page 35

36 Respondents over 35 cite food and beverage industry magazines, by wide margins, as the most important source to stay current with technologies products and vendors. Those 35 and under use search engines the most. Please indicate the most important industry source you would use for the following areas: Staying current with technologies, products and vendors Most Important Source Total 35 & under Over 55 Base: Total Respondents Food & beverage industry magazines 38% 28% 40% 44% 48% Search engines 16% 30% 23% 17% 14% Food & beverage industry magazine websites 12% 15% 8% 14% 15% Electronic newsletters 8% 12% 14% 5% 9% Trade shows 5% 7% 3% 8% 4% Vendor/Supplier web sites 4% 5% 2% 6% 5% Sales/Account reps 2% 3% 7% 2% 0% Conferences/User groups 2% - 1% 3% 2% Page 36

37 Food and beverage industry magazines are the most important source industry professionals utilize to stay current with technologies, products and vendors - regardless of job function. Please indicate the most important industry source you would use for the following areas: Staying current with technologies, products and vendors Most Important Source Total Quality Assurance/ Control/ Food Safety --- R&D/ Technical Research -- Production/ Operations ---- Executive/ Senior Management --- General Management --- Purchasing/ Procurement ---- All Others Base: Total Respondents Food & beverage industry magazines 38% 42% 42% 45% 49% 48% 44% 42% Search engines 16% 19% 18% 16% 13% 12% 15% 18% Food & beverage industry magazine websites 12% 17% 16% 12% 10% 12% 10% 13% Electronic newsletters 8% 7% 10% 6% 7% 5% 5% 8% Trade shows 5% 5% 5% 4% 11% 6% 8% 7% Vendor/supplier websites 4% 5% 3% 9% 5% 7% 10% 7% Sales/Account reps 2% 3% 2% 3% 1% 4% 5% 2% Conferences/User groups 2% 3% 3% 4% 2% 3% 2% 3% Page 37

38 Search engines are the most important source for obtaining information or specifications for a new project. Please indicate the most important industry source you would use for the following areas: Obtaining information or specifications for products as you begin a new project. Most Important Source Search engines 34% Vendor/Supplier websites 18% Food & beverage industry magazines Sales/Account reps 10% 13% Food & beverage industry magazine websites 6% Trade shows Electronic newsletters Conferences/User groups 1% 1% 2% 0% 5% 10% 15% 20% 25% 30% 35% 40% Base: 585 total respondents Page 38

39 Regardless of age, search engines are the most important source for obtaining information or specifications for products when beginning a new project. Please indicate the most important industry source you would use for the following areas: Obtaining information or specifications for products as you begin a new project. Most Important Source Total 35 & under Over 55 Base: Total Respondents Search engines 34% 47% 47% 43% 32% Vendor/Supplier websites 18% 18% 16% 21% 23% Food & beverage industry magazines 13% 5% 13% 14% 21% Sales/Account reps 10% 13% 14% 10% 10% Food & beverage industry magazine websites 6% 10% 3% 7% 7% Trade shows 2% - 2% 3% 3% Electronic newsletters 1% 2% 1% - 1% Conferences/User groups 1% 2% 1% - 1% Page 39

40 Regardless of job function, respondents say that search engines are the most important source for obtaining information for products as they begin a new project. Those with Executive/Senior Management responsibilities are more likely than others to also mention food and beverage industry magazines as an important source. Please indicate the most important industry source you would use for the following areas: Obtaining information or specifications for products as you begin a new project Quality Assurance/ Control/ R&D/ Executive/ Most Important Source Food Technical Production/ Senior General Purchasing/ All Total Safety Research Operations Management Management Procurement Others Base: Total Respondents Search engines 34% 45% 37% 33% 32% 43% 42% 42% Vendor/Supplier websites 18% 19% 25% 20% 18% 15% 22% 17% Food & beverage industry magazines 13% 11% 12% 20% 26% 16% 19% 16% Sales/Account reps 10% 11% 15% 13% 11% 13% 8% 10% Food & beverage industry magazine websites 6% 8% 6% 6% 5% 5% 3% 8% Trade shows 2% 1% 2% 3% 4% 4% 3% 1% Electronic newsletters 1% 1% 2% 1% 1% - 1% 3% Conferences/User groups 1% 1% - 1% - - 1% 1% Page 40

41 Search engines are the most important source for confirming/validating purchase decisions, followed by sales/account reps, vendor/supplier websites and food and beverage industry magazines. Please indicate the most important industry source you would use for the following areas: Confirming/validating your firm's purchase decisions Most Important Source Search engines 25% Sales/Account reps Vendor/Supplier websites Food & beverage industry magazines 12% 16% 14% Conferences/User groups 8% Food & beverage industry magazine websites 5% Trade shows Electronic newsletters 2% 1% 0% 5% 10% 15% 20% 25% 30% Base: 585 respondents Page 41

42 Regardless of age, search engines are the most important source used to confirm/validate purchase decisions. Please indicate the most important industry source you would use for the following areas: Confirming/validating your firm's purchase decisions Most Important Source Total 35 & under Over 55 Base: Total Respondents Search engines 25% 33% 37% 30% 25% Sales/Account reps 16% 22% 14% 22% 15% Vendor/Supplier websites 14% 18% 19% 12% 17% Food & beverage industry magazines 12% 8% 14% 12% 18% Conferences/User groups 8% 12% 8% 9% 10% Food & beverage industry magazine websites 5% 3% 5% 8% 4% Trade shows 2% - 2% 2% 2% Electronic newsletters 1% 2% - 1% 1% Page 42

43 Food and beverage industry professionals report that search engines are the most important source for confirming/ validating purchase decisions. Respondents with Purchasing/ Procurement responsibilities utilize vendor/supplier websites are their most important source for validating purchasing decisions. Please indicate the most important industry source you would use for the following areas: Confirming/validating your firm's purchase decisions Quality Assurance/ Control/ R&D/ Executive/ Most Important Source Food Technical Production/ Senior General Purchasing/ All Total Safety Research Operations Management Management Procurement Others Base: Total Respondents Search engines 25% 36% 31% 25% 26% 30% 24% 27% Sales/Account reps 16% 18% 20% 20% 23% 20% 18% 17% Vendor/Supplier websites 14% 15% 17% 21% 13% 20% 27% 18% Food & beverage industry magazines 12% 12% 11% 11% 21% 10% 12% 12% Conferences/User groups 8% 9% 9% 11% 10% 10% 12% 8% Food & beverage industry magazine websites 5% 5% 5% 6% 2% 5% 2% 8% Trade shows 2% 2% 3% 2% 3% 2% 2% 1% Electronic newsletters 1% 1% 1% 1% % Page 43

44 Respondents to this survey are seasoned food and beverage professionals, having been in their current position an average of 11.5 years; and, in the food and beverage industry an average of 15.4 years. 0% 10% 20% 30% 40% 50% How long have you been in your current position? How long have you been in the food & beverage industry? Number of Years in Current Position Number of Years in Food & Beverage Industry More than 20 years 21% More than 20 years 41% 11 to 20 years 19% 11 to 20 years 18% 6 to 10 years 19% 6 to 10 years 12% 3 to 5 years 14% 3 to 5 years 8% 2 years or less 12% 2 years or less 6% 0% 5% 10% 15% 20% 25% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Average: 11.5 years Average: 15.4 years Base: 585 total respondents Page 44

45 Respondents have been subscribers to Food Processing Magazine an average of 7.9 years. How long have you been a subscriber to Food Processing Magazine? Number of Years Subscribing More than 20 years 8% 11 to 20 years 13% 6 to 10 years 18% 3 to 5 years 25% 2 years or less 21% 0% 5% 10% 15% 20% 25% 30% Average: 7.9 years Base: 585 total respondents Page 45

46 Respondents have a variety of job responsibilities most often Research & Development/Technical Research, Quality Assurance/Control/Food Safety, Executive/Senior Management and Production/ Operations. 0% 5% 10% 15% 20% 25% 30% 35% Which of the following are part of your job responsibilities? Job Responsibilities Research & Development/Technical Research/New Product Development Quality Assurance or Quality Control or Food Safety Executive or Senior Management Production or Operations 23% 22% 26% 32% Purchasing or Procurement General Management 17% 18% Sales Marketing or Brand Management Other 11% 10% 12% 0% 5% 10% 15% 20% 25% 30% 35% Base: 585 total respondents Page 46

47 76% of the survey respondents are involved in selecting suppliers for their companies. 33% are the primary decision makers. Which of the following best describes your role in selecting your company's suppliers? Role in Selecting Suppliers I provide my input to another person or team who makes the final decision 43% I'm the primary decision maker and make the final supplier selections 21% I'm the primary decision maker but delegate the day-to-day selection of suppliers to others 12% Net: Primary Decision Maker 33% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Base: 585 total respondents Page 47

48 Respondents over 35 years of age are more likely than their younger counterparts to say they are primary decision makers in selecting suppliers. Which of the following best describes your role in selecting your company s suppliers? Total 35 & under Over 55 Base: Total Respondents I provide my input to another person or team who makes the final decision 43% 67% 55% 50% 45% Primary decision maker (net) 33% 18% 36% 42% 43% I'm the primary decision maker and make the final supplier selections 21% 8% 21% 30% 27% I'm the primary decision maker but delegate the day-to-day selection of suppliers to others 12% 10% 15% 12% 16% Page 48

49 The average age for survey respondents is 48.8 years. What is your age? Age Over 55 35% % % 35 and under 10% 0% 5% 10% 15% 20% 25% 30% 35% 40% Average: 48.8 years Base: 585 total respondents Page 49