For marketing managers and reps, Jack Semler provides a quick overview of past “Media Channel” study results examining media usage habits of farmers and ranchers in 2010, 2012 and 2014. The study shows that a general shift to digital preference is clear, while key decision makers are still reliant on people and printed materials.
Source: Agrimarketing : July August 2015 page 32.
While there were obvious increases in the use of digital channels, the overall use of traditional channels did not decline. In seeming contrast to other industries, traditional media in agriculture continue to be a powerful resource for farmers and ranchers, while digital channels are gaining traction, especially with younger operators.
Semler notes that the top two sources for validating and informing purchase decisions are ag dealers and ag magazines and newspapers, however, it is expected that smartphone and tablet usage will continue to increase over time as technology improves.
The 2016 study results will be available next winter.