There’s no getting around the fact that farming and ranching is a hands-on profession. Consumers who make a living this way may not spend as much time in front of a computer as stock traders or financial analysts. However, a survey conducted by Truffle Media networks shows that farmers and ranchers do use social media.
In this survey, 67% of respondents characterized themselves as full-time ranchers or farmers and the rest are part-time. Nearly 2/3 are engaged in raising livestock. 9.3% are tending to poultry. About 15% are dairy farmers and 57% are growing either fruit or vegetable crops.
Over 50% of these consumers say they have fairly high or high smartphone expertise which suggests a certain comfort level with mobile social media engagement. 48% say they have high or fairly high Facebook expertise. And just over ¼, 27%, know their way around YouTube.
Farmers use other media formats for communication but social media ranks high on their list for the future with 52% saying it will continue to be a valuable tool. Farmers and ranchers also expect to see email (41%), conferences and trade shows (21.7%), and websites (34.9%) continue to serve as key sources of information. Marketers might also want to know that farmers and ranchers prefer January and February as top months for conferences and trade shows. They are likely busy working the rest of the time and unable to get away.
AudienceSCAN reports that 43% of farmers and ranchers are over age 45. Not surprisingly, 62% of these audience members hail from rural areas. They also over-index for enjoying home improvement projects, working with their hands, and exploring nature. Nearly ½ of these audience members also like to camp and hike. In addition to using social media, over 40% of this audience reports taking action as a result of a newspaper ad (either online or in print) that they’ve seen in the past 30 days.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.