The Connectiv Agri Council has released its 2016 Agri Media Channel Survey. To access the report, click here. To see a video and audio recording of a presentation of the findings, click here. 

Conducted by Readex Research, the Agri Media Channel Survey examines the media habits of nearly 3,000 owners of ranches and farms, including what drives them to ag media web sites and where they make purchasing decisions. Among the findings:

• Younger farmers and ranchers (45 years old and younger) and higher income farmers and ranchers see digital becoming more important in the next 3-4 years, however print usage remains steady across all age groups.

•  Mobile is growing as rapidly as way to access sites, deploying ag-related apps and texting and messaging. Fifty-six percent of operators use smart phones while 36 percent use them to access ag media websites.  

•  However, print remains the #1 way readers are being driven to websites sites.

•  The top two sources for learning about new ag products remain ag magazines/newspapers and the dealer/retailer.

Matt Kinsman is vice president of content + programming at Connectiv, the only association focused on the integrated b-to-b model—including publications, events, digital media, marketing services and business information. Prior to joining Connectiv's predecessor American Business Media in 2011, Kinsman was executive editor of Folio:, the leading information provider for the magazine industry.