Australia’s farmers run multi-million dollar businesses, own an average of 2.1 properties, more likely to buy cars, devices and household goods than non-farmers and trust agricultural media above any other form of media, according to a study by regional publisher ACM.
The ACM Quantitative Agricultural Readership Survey (QARS) presents a comprehensive view of the modern farmer.
Among the key findings were:
● Farmers have an average equity of 92% in their farm businesses
● They have a gross average income of $537,000 per annum
● Women are involved in every aspect of decision making in the farm business
● On average farmers own or manage 2.1 properties
In addition, it’s important to take a farmer’s lifestyle into consideration when advertising products and services as they are up early and lead outdoor lifestyles, and are governed by seasons and weather.
Key findings of farmers’ media habits were:
● Only 23% of farmers' television viewing time is on free-to-air TV
● Agricultural industry news is the most trusted media by farmers and social media is the least trusted
● Younger farmers have the highest distrust of social media than any other age group
● Agricultural media is essential reading and necessary for farm business decision making
● To effectively connect with farmers brands need to utilise a combination of print and digital as the consumption of digital is still in transition
● Agricultural news is a constant for farmers throughout the day, peaking in the early hours of the morning, at lunchtime and in the evening
● Print is the number one way farmers like to read their news
● 87% of farmers have taken action after seeing an ad in ACM Agri’s websites or newspapers.
ACM managing director Tony Kendall said Australia’s farming industry is a critical driver of the economy with Ag production forecast to rise to $86 billion.
"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," Kendall said.
"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.”
ACM Agri includes its masthead network of The Land, Queensland Country Life, North Queensland Register, Stock Journal, Farm Online, Stock & Land; online marketplaces Agtrader, Farmbuy and Livestock Connect, industry specialist magazines and websites Horse Deals, The Australian Dairy Farmer, and Good Fruit & Vegetables, events Elders Farmfest, AgQuip sponsored by AON and AgSmart Connect, and agri and regional custom research Chi Squared.
ACM Agri is part of the broader ACM network, and includes The Land, Queensland Country Life, Stock & Land, Farm Weekly, Stock Journal, North Queensland Register, Farmonline, Farmbuy, AgTrader and Farmers Finance Australia. ACM is Australia’s largest independent media company, collectively reaching an audience of more than 4 million*^ each month.
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