MEDIA CHANNEL STUDY.
Connectiv has been conducting ag media channel study since 2010. For the first time in 2018, the survey was also sent to Canadian farmers. When asked which media types they use at least monthly to be informed about ag, 90% of Canadian farmers indicated using ag e-newsletters, 87% uses magazines and newspaper and 79% websites.
While in other industries printed medias are declining, in agriculture they remain strong. They do even better in the U.S.: 92% of farmers use magazines and newspapers, making it the main information source.
Canadian farmers spend 3.5 hours on average using agricultural-related media/info sources. When looking at the purchase process life cycle, farmers in Canada mostly use ag magazines and newspapers and digital channel at the beginning of the cycle.
When it's time to research options and narrow down choices, farmers turn mostly to digital channel and start inquiring to their ag dealers and retailers. Finally, to make a final decision, ag dealers and retailers are their favourite source of information.
Among social media, YouTube ranks first with 50% of farmers using it, followed by Facebook at 39% and Twitter at 27%. When viewing video content, 71 % of Canadian farmers view ag-related education/ information and 54% view demonstration and tutorials of product or service.
54% also use video content as a fast way of getting information. 87% of farmers in Canada use a smartphone. They use it mainly for texting (85%), e-mailing (72%) and visiting agricultural websites (67%).
Source: Connectiv--2018 Media Channel Study