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This presentation on nafb.com gives you an overview of the NAFB InternetUsage Study, which was recently unveiled at the NAFB Annual Convention
in Kansas City. This study was conducted by Ag Media Research, Sioux Falls,South Dakota.
At the end of this overview, you will find a menu page listing all ofthe data currently available from this study.
You may request a presentation of the data you are most interested in by
contacting NAFB directly.
National Association of Farm Broadcasting
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Discover how many producers in various demographics are actively usingthe Internet, and what their priorities are regarding Internet and texting
applications as they pertain to their farming operations
Determine what market demand or desire there is for NAFB broadcaster
Internet applications
Learn producers current usage of mainstream social media vehicles
National Association of Farm Broadcasting
OBJECTIVES
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METHODOLOGY
National Association of Farm Broadcasting
2225 telephone interviews
Producers verified $100,000+ GFI (gross farm income)
Completed interviews proportionate by state based on 2007 Ag Census
for $100,000+ GFI farms(6.53% 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 based on
2007 Ag Census
Calls made randomly from each states sample Survey period: August 27September 15, 2009
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PRIMARY FOCUS AREAS
Internet access, including who is online and from where
Hardware used to access the Internet
Days 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 readership
How a producer would design a preferred Web site
National Association of Farm Broadcasting
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PRIMARY FOCUS AREAS
If a producer could access for only one reason
What portal the producers Internet access opens to
What search engines are used
How do producers find Web sites
Blogs accessed, as well as participation by producers
Webinar usage/participation
Local interest in farm broadcaster Web sites and E-newsletters
Interest in company Web sites
National Association of Farm Broadcasting National Association of Farm Broadcasting
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PRIMARY DEMOGRAPHICS
Corn 250+ acres
Soybeans 250+ acres
Corn 250+ and Beans 250+ acres
Wheat 250+ acres
Cottonany acreage
Hay 50+ acres
Cattle Sold 50+ head
Age both under 50 and 50+
Incomes $100,000+, $250,000+ and $500,000+ GFI
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The $100,000+ GFI producers overall Internet access:
38% are active every day, M-F
55% access the Internet 45% personally do not access the Internet 12.5% have someone in their operation access the Internet for them
Total access capability is almost identical to the recently releasedUSDA study, Farm Computer Usage and Ownership.
National Association of Farm Broadcasting
INTERNET ACCESS
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JUNE 2009 USDA STUDY
Comparison of results for $250,000+ GFI producers Internet access:
USDA - 76% have access
NAFB Study - 64.5% personally access NAFB Study - 13% have others accessing for them NAFB Study - total access equaling 77.5%
For more information on the USDA study, reference www.nass.usda.gov,
Demographics, Farm Computer Usage and Ownership
National Association of Farm Broadcasting
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ACCESSABILITY
Internet accessing methods for $100,000+ GFI producers:
45% do not access personally
25% use high-speed DSL through a phone line 10% use dial-up
9% have satellite access
7% use a wireless cell phone data card
4% have high-speed cable Internet
National Association of Farm Broadcasting
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TEXTING
Texting is used, but is not as widespread as in the consumer market,
among 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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If a producer was to design his or her own Web site, the top three
components would be:
1. Weather25% of producers
2. Futures Markets21%
3. Local Cash Markets19%
The 4thchoice is dont know 17%
Crop information, equipment information, and stock market reports round
out the top categories.
National Association of Farm Broadcasting
WEB INFORMATION
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SOCIAL MEDIA
Social networking media among all producers surveyed appears to be
lower than in the consumer market:
9% have personally used social media
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SOCIAL MEDIA
Is age a factor in social media usage among all producers with at least
$100,000+ GFI?
Yes, with 18% of those under age 50 using it, while 7% of 50+ personallyuse social media.
Note that currently approximately 70% of producers are 50+ years of age.
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National Association of Farm Broadcasting
FARM BROADCASTER SITES
Regarding potential ag Web site usage on a more local level, including farm
broadcaster sites:
40% of $100,000+ GFI producers said they would be interested in visiting a
Web site maintained by a local farm broadcaster they listened to.
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Contact the NAFB office with any questions or requests for additionalinformation, including arranging a presentation of the findings.
A sample menu slide follows here for your review, covering the
demographics and categories available.
Custom runs may also be arranged, but may include a database
management fee.
Thank you.
NAFBP.O. Box 500Platte City, MO 64079816.431.4032info@nafb.com
National Association of Farm Broadcasting
NAFB INTERNET STUDY MENU SELECTION
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NAFB INTERNET STUDY MENU SELECTION
PLEASE SELECT YOUR CUSTOM STUDY BY FOLLOWING THE 3 STEPS BELOW. ENTER THE NUMBER 1 IN EACH BOX YOU WOULD LIKE TO SEE DATA FR OM
NOTE: THE STARTING BASE DEMO IS $100,000+ GROSS FARM INCOME
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 $250,000+ $500,000+
GFI 250+ 250+ Soybeans 250+ 250+ 1+ 50+ Acres Head than 50 Years 50+ Years GFI GFI
STEP 1 - SELECT YOUR BASE DEMOS
SELECT BY ENTERING THE NUMBER 1 1 0 0 0 0 0 0 0 0 0 0 0
STEP 2 - SELECT YOUR CATEGORIES
PLEASE SELECT THE CATEGORIES YOU WOULD LIKE TO VIEW, NOTE OVERALL ACCESS ALREADY SELECTED SELECT BY ENTERING 1
CONTENTS IF YOU COULD DESIGN YOUR OWN PERFECT WEBSITE 0
HOW DO YOU FIND WEBSITES PERTAINING TO YOUR OPERATION 0
IF COULD ONLY ACCESS THE INTERNET FOR ONE REASON/CATEGORY 0
PRODUCER INTERNET CONNECTION METHODS 0
PRODUCER LOCATIONS FOR ACCESSING INTERNET 0
PRODUCER SEARCH ENGINE / SEARCH SITE USAGE PREFERENCE 0
PRODUCERS ACCESSING AND PARTICIPATING IN BLOGS 0
PRODUCERS ACCESSING THE INTERNET OVERALL USAGE/DAYS USED 1
PRODUCERS BELONGING TO AN ONLINE COMMUNITY 0
PRODUCERS HAVING SOMEONE ELSE ACCESS FOR THEM 0
PRODUCER'S OPENING HOME PAGE / PORTAL WHEN ACCESSING 0
PRODUCERS RECEIVING NEWSLETTERS ONLINE AND USAGE 0
PRODUCERS USING MAINSTREAM SOCIAL MEDIA 0
PRODUCERS USING PODCASTS 0
PRODUCERS USING/PARTICIPATING IN WEBINARS 0
TEXT MESSAGES AND TEXTING HABITS/SUBSCRIPTIONS 0
STEP 3 - SELECT THE PRIORITY CATEGORIES YOU ARE MOST INTERESTED IN
PLEASE SELECT THE PRIORITY CATEGORIES YOU WOULD LIKE TO VIEW
PRIORITIES WILL BE RANKED ON A SCALE OF 1 - 10 WITH 10 THE HIGHEST SELECT BY ENTERING A 1
Q4G. I acce ss the Internet for commodity futures market informatio n. 0
Q5A. I access the Internet for farm market information. 0
Q5B. I access the Internet for weather information. 0
Q5C. I access the Internet for specific agricultural websites. 0
Q5D. I access the Internet to send and receive e-mails. 0
Q5E. I access the Internet for local cash grain market information. 0
Q5F. I access the Internet for local livestock market information. 0
Q5H. I access the Internet for social networking such as "MySpace", Twitter, blogs, forums, and chat groups. 0
Q5I. I access the Internet to search for product information by using search engines and typing in what I am looking for. 0
Q5J. I access the Internet to go to Company or Product websites. 0