This presentation on nafb.

com gives you an overview of the NAFB Internet Usage Study, which was recently unveiled at the NAFB Annual Convention in Kansas City. This study was conducted by Ag Media Research, Sioux Falls, South Dakota. At the end of this overview, you will find a menu page listing all of the data currently available from this study. You may request a presentation of the data you are most interested in by contacting NAFB directly.

National Association of Farm Broadcasting

OBJECTIVES
Discover how many producers in various demographics are actively using the Internet, and what their priorities are regarding Internet and texting applications as they pertain to their farming operations Determine what market demand or desire there is for NAFB broadcaster Internet applications Learn producers current usage of mainstream social media vehicles

National Association of Farm Broadcasting

METHODOLOGY
2225 telephone interviews Producers verified $100,000+ GFI (gross farm income) Completed interviews proportionate by state based on 2007 Ag Census for $100,000+ GFI farms
(6.53% of U.S. $100,000+ farms in Illinois, 6.56% of completed interviews from Illinois)

Sample supplied by Farm Market iD at 12:1 ratio Sample from each state was ordered proportionately by county based on 2007 Ag Census Calls made randomly from each states sample Survey period: August 27 September 15, 2009

National Association of Farm Broadcasting

PRIMARY FOCUS AREAS

Internet access, including who is online and from where Hardware used to access the Internet Days of the week accessing Priorities online: weather, markets, etc. Social media usage with mainstream sites Texting sent or received within the last 30 days, plus services E-newsletters: those subscribing and readership How a producer would design a preferred Web site

National Association of Farm Broadcasting

PRIMARY FOCUS AREAS

If a producer could access for only one reason What portal the producers Internet access opens to What search engines are used How do producers find Web sites Blogs accessed, as well as participation by producers Webinar usage/participation Local interest in farm broadcaster Web sites and E-newsletters Interest in company Web sites

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PRIMARY DEMOGRAPHICS
Corn 250+ acres Soybeans 250+ acres Corn 250+ and Beans 250+ acres Wheat 250+ acres Cotton any acreage Hay 50+ acres Cattle Sold 50+ head Age both under 50 and 50+ Incomes $100,000+, $250,000+ and $500,000+ GFI

National Association of Farm Broadcasting

INTERNET ACCESS
The $100,000+ GFI producers overall Internet access:

38% are active every day, M-F 55% access the Internet 45% personally do not access the Internet 12.5% have someone in their operation access the Internet for them
Total access capability is almost identical to the recently released USDA study, Farm Computer Usage and Ownership.

National Association of Farm Broadcasting

JUNE 2009 USDA STUDY

Comparison of results for $250,000+ GFI producers Internet access: USDA - 76% have access NAFB Study - 64.5% personally access NAFB Study - 13% have others accessing for them NAFB Study - total access equaling 77.5%

For more information on the USDA study, reference www.nass.usda.gov, Demographics, Farm Computer Usage and Ownership

National Association of Farm Broadcasting

ACCESSABILITY
Internet accessing methods for $100,000+ GFI producers: 45% do not access personally 25% use high-speed DSL through a phone line 10% use dial-up 9% have satellite access 7% use a wireless cell phone data card 4% have high-speed cable Internet

National Association of Farm Broadcasting

TEXTING

Texting is used, but is not as widespread as in the consumer market, among the $100,000+ GFI producers:

18% sent or received a text message within the last 30 days 7% send or receive multiple texts per day 4% subscribe to farm information texts

National Association of Farm Broadcasting

WEB INFORMATION
If a producer was to design his or her own Web site, the top three components would be:
1. 2. 3. Weather 25% of producers Futures Markets 21% Local Cash Markets 19%

The 4th choice is dont know 17%

Crop information, equipment information, and stock market reports round out the top categories.

National Association of Farm Broadcasting

SOCIAL MEDIA

Social networking media among all producers surveyed appears to be lower than in the consumer market: 9% have personally used social media

National Association of Farm Broadcasting

SOCIAL MEDIA
Is age a factor in social media usage among all producers with at least $100,000+ GFI? Yes, with 18% of those under age 50 using it, while 7% of 50+ personally use social media.

Note that currently approximately 70% of producers are 50+ years of age.

National Association of Farm Broadcasting

FARM BROADCASTER SITES

Regarding potential ag Web site usage on a more local level, including farm broadcaster sites:

40% of $100,000+ GFI producers said they would be interested in visiting a Web site maintained by a local farm broadcaster they listened to.

National Association of Farm Broadcasting

Contact the NAFB office with any questions or requests for additional information, including arranging a presentation of the findings.

A sample menu slide follows here for your review, covering the demographics and categories available.
Custom runs may also be arranged, but may include a database management fee. Thank you.
NAFB P.O. Box 500 Platte City, MO 64079 816.431.4032 info@nafb.com

National Association of Farm Broadcasting

NAFB INTERNET STUDY MENU SELECTION

PLEASE SELECT YOUR CUSTOM STUDY BY FOLLOWING THE 3 STEPS BELOW. ENTER THE NUMBER 1 IN EACH BOX YOU WOULD LIKE TO SEE DATA FROM NOTE: THE STARTING BASE DEMO IS $100,000+ GROSS FARM INCOME DEMOGRAPHIC DATA CURRENTLY AVAILABLE: PLEASE SELECT THE COLUMN(S) THAT YOU WOULD LIKE TO SEE DATA FOR Cattle Corn 250+ $100,000 GFI STEP 1 - SELECT YOUR BASE DEMOS SELECT BY ENTERING THE NUMBER 1 1 0 0 0 0 0 0 0 0 0 0 0 Corn 250+ Soybeans 250+ and Soybeans 250+ Wheat 250+ Cotton 1+ Hay 50+ Acres sold 50+ Head Age less than 50 Years Age 50+ Years $250,000+ GFI $500,000+ GFI

STEP 2 - SELECT YOUR CATEGORIES

PLEASE SELECT THE CATEGORIES YOU WOULD LIKE TO VIEW, NOTE OVERALL ACCESS ALREADY SELECTED CONTENTS IF YOU COULD DESIGN YOUR OWN PERFECT WEBSITE HOW DO YOU FIND WEBSITES PERTAINING TO YOUR OPERATION IF COULD ONLY ACCESS THE INTERNET FOR ONE REASON/CATEGORY PRODUCER INTERNET CONNECTION METHODS PRODUCER LOCATIONS FOR ACCESSING INTERNET PRODUCER SEARCH ENGINE / SEARCH SITE USAGE PREFERENCE PRODUCERS ACCESSING AND PARTICIPATING IN BLOGS PRODUCERS ACCESSING THE INTERNET OVERALL USAGE/DAYS USED PRODUCERS BELONGING TO AN ONLINE COMMUNITY PRODUCERS HAVING SOMEONE ELSE ACCESS FOR THEM PRODUCER'S OPENING HOME PAGE / PORTAL WHEN ACCESSING PRODUCERS RECEIVING NEWSLETTERS ONLINE AND USAGE PRODUCERS USING MAINSTREAM SOCIAL MEDIA PRODUCERS USING PODCASTS PRODUCERS USING/PARTICIPATING IN WEBINARS TEXT MESSAGES AND TEXTING HABITS/SUBSCRIPTIONS

SELECT BY ENTERING 1 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0

STEP 3 - SELECT THE PRIORITY CATEGORIES YOU ARE MOST INTERESTED IN PLEASE SELECT THE PRIORITY CATEGORIES YOU WOULD LIKE TO VIEW

PRIORITIES WILL BE RANKED ON A SCALE OF 1 - 10 WITH 10 THE HIGHEST Q4G. I access the Internet for commodity futures market information. Q5A. I access the Internet for farm market information. Q5B. I access the Internet for weather information. Q5C. I access the Internet for specific agricultural websites. Q5D. I access the Internet to send and receive e-mails. Q5E. I access the Internet for local cash grain market information. Q5F. I access the Internet for local livestock market information. Q5H. I access the Internet for social networking such as "MySpace", Twitter, blogs, forums, and chat groups. Q5I. I access the Internet to search for product information by using search engines and typing in what I am looking for. Q5J. I access the Internet to go to Company or Product websites.

SELECT BY ENTERING A 1 0 0 0 0 0 0 0 0 0 0