Australian farmers are more likely to buy cars, devices and household goods than non-farmers and trust agricultural media above any other form of media, according to research by released by ACM.
The ACM Quantitative Agricultural Readership Survey (QARS) examined Australia’s multi-billion dollar farming industry, and presented a comprehensive view of the modern farmer and farming family, attitudes, behaviours, purchase decisions and media habits.
Key findings in the report include farmers having an average equity of 92% in their farm businesses and having a gross average income of $537,000 per annum.
On average, farmers own or manage 2.1 properties and women are involved in every aspect of decision-making in the farm business, according to the report.
The report also noted the importance of considering a farmer’s lifestyle when advertising products and services, as they are up early, lead outdoor lifestyles, and are governed by seasons and weather.
ACM Agri, ACM’s network of websites, newspapers and events informing Australia’s thriving Agricultural industry, is used by 78% of farmers and is their number one media source, followed by free-to-air commercial TV, ABC Radio, direct mail and ABC Television.
Agricultural news is a constant for farmers throughout the day, peaking in the early hours of the morning, at lunchtime and in the evening. The research found that to effectively connect with farmers, brands need to utilise a combination of print and digital as the consumption of digital is still in transition.
The study revealed only 23% of farmers’ television viewing time is on free-to-air TV, while print is the number one way farmers like to read their news. It also reported that 87% of farmers have taken action after seeing an ad in ACM Agri’s websites or newspapers.
The agricultural industry news is the most trusted media by farmers and is reported as essential reading and necessary for farm business decision-making
Social media is the least trusted medium, and young farmers were found to have the highest distrust of social media than any other age group.
“Australia’s farming industry is a critical driver of our economy with Ag production forecast to rise to $86 billion,” ACM managing director, Tony Kendall, said. “It’s a fundamental part of our cultural fabric, however, there remains a lack of understanding of farmers, their attitudes and behaviour and media consumption habits. Our QARS research study lifts the lid on our farmers’ lives and the importance of agricultural media to their businesses.
“Farmers are at the centre of everything ACM Agri does and as Australia’s largest provider of agricultural news, we play the most influential role in keeping farmers connected through our content, digital solutions, events, marketplaces and tech solutions.
“We have incredible opportunities for advertisers to bring them closer to the farming audience including our enhanced data capabilities that will allow clients to match and target their data with our engaged audience and The Australian Agricultural Awards in partnership with the National Farmers Federation that will celebrate the best of the best in this country. The next six months are pivotal and we look forward to bringing brands on the journey.”
The research study has been presented at a number of key invitation-only events for advertisers and media buyers to help understand the farming industry, its importance to advertisers and the influential role of ACM Agri.
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Top image: Scott McCullough, Tony Kendall, Nick Myer (Elders), Danny Thomas (LAWD)