2019 Lifestyle Research Study

Transcription

1 2019 Lifestyle Research Study

2 Methodology Farm Journal Media launched the lifestyle survey via on Jan. 28, The invitation was sent to 382,267 recipients with 4,216 clicking through to the survey. s used were from the Farm Journal Database 2,489 complete responses No incentive was offered

3 Leisure Time 74% of farmers said they had the same or less time for leisure than a year ago. Result Percentage I had substantially more time for leisure 6.14% I had slightly more time for leisure 13.18% I had the same amount of time for leisure 39.99% I had slightly fewer time for leisure 17.72% I had substantially fewer time for leisure 16.76% Did you have more time for leisure than a year ago? 6.21% answered: I don t know what leisure is, I work 24x responses

4 Leisure Time Other*, Activities with Children/Grandchildren and Television are the primary leisure activities. Result (cont.) Result Percentage Other* 11.50% Activities with Children/Grandchildren 10.62% Television 8% Reading 7.97% Just relaxing 7.20% Travel 6.74% Do it yourself projects 6.70% Hunting 6.47% Fishing 3.95% Volunteering 3.15% *-Other was led by family time (2.5%), horseback riding, camping, gardening, motorcycling, hiking, exercising, genealogy, games and volunteering. Percentage Playing golf 2.80% Restoring equipment, including attending auctions 2.52% Cooking 2.09% Watching football on tv 1.80% Riding ATVs/Side-by-sides 1.60% Other job(s) 1.50% Gaming / Computing 1.40% Boating 1.20% Woodworking 1.20% Running/jogging 1.20% Watching baseball on tv 0.70% Watching NASCAR 0.50% Watching football in person 0.50% Swimming 0.30% Snowmobiling 0.30% Bowling 0.20% Watching baseball in person 0.10% Hockey 0.10% Playing tennis 0.10% Playing baseball 0.10% 3,013 responses Which activity would you say is your primary leisure activity?

5 Leisure Time 2,860 responses Football is the top sport for farmers to watch. College football 23% Pro football 16% Never watch sports 16% Other 11% College basketball 10% Pro baseball 9% NASCAR 5% Hockey 3% Golf 3% Soccer 2% Pro basketball 1% Formula One/Open Wheel racing 1% Which of these do you consider your favorite sport to watch in-person or on television?

6 Hunting Less than half of farmers hunt annually; most often with a rifle. Some Hunting 45% No Hunting 55% Other 22% Bow 16% Rifle 62% What type of hunting do you do annually? 2,921 responses

7 Hunting Deer hunting is the leading type of hunting for farmers. Rabbit 6% Squirrel 7% Elk 5% Boar 3% Bear 2% Percentage Caribou 0% Deer 39% Ducks 8% Other 9% Turkey 10% Pheasant 11% What species do you typically hunt? 1,143 responses

8 Hunting 28% of farmers plan to by a new rifle or gun this year. Yes 28.8% No 70.9% Do you plan to purchase a new hunting rifle or gun in the next 12 months? 1,143 responses

9 Purchasing 77.5% of farmers said they made the same or fewer purchases than a year ago. Result Percentage I made substantially more non-farm purchases 8.6% I made slightly more non-farm purchases 13.5% I made the same amount of non-farm purchases 49.5% I made slightly fewer non-farm purchases 15% I made substantially fewer non-farm purchases 13% Did you make more non-farm-business purchases this year? (clothing, furniture, food, etc.) 2,659 responses

10 Purchasing Farmers still predominantly purchase non-farm products in stores. Please tell us how much you use the following when purchasing consumer products (clothing, household items) 2,659 responses

11 Purchasing Amazon has the dominant position with farmers purchasing non-farm products online. Result Percentage Amazon.com 75% ebay.com (or other similar auction-based sites) 32% Walmart.com (or other similar stores) 30% Cabelas.com, HomeDepot.com (or other similar stores) 28% Other 17% Google Shopping 9% Etsy.com (or similar artisan-based sites) 7% Zappos.com (or other specific retail outlets) 6% 2,659 responses When buying online, which of these sites have you used?

12 Purchasing Apparel Are clothing brands important to you? Yes 36.6% No 63.3% When purchasing apparel, does Made in the USA matter to you? Yes 74.4% No 25.5% How often do you purchase clothes specifically designed for farm work? Annually 29% Less often than annually 27% Every 4-6 months 20% Between 7-11 months 16% Every 2-3 months 7% Monthly or more often 1% How frequently do you purchase work boots? Less often than annually 44% Annually 39% Between 7-11 months 10% Every 4-6 months 6% Every 2-3 months 1% Monthly or more often 0% 2,634 responses

13 Purchasing Alcohol 64% of farmers drink alcoholic beverages. Beer primary alcoholic beverage. Vodka, 5% Bourbon, 9% Rum, 4% Other, No 36% Beer, 56% Whiskey, 18% 4% Tequila, 3% Yes 64% Wine, 25% Do you drink alcoholic beverages? 1,651 responses

14 Purchasing Alcohol Domestic beers are the products of choice for farmers. Never drink beer, 12% Imported brands, 19% Domestic brands like Bud Light, Coors, Miller, Busch), 71% 1,646 responses

15 Vacation Travel 78.8% of farmers said they did the same or less vacation travel than a year ago. Result Percentage I did substantially more travel 6.20% I did slightly more travel 14.70% I did the same amount of travel 37.50% I did slightly fewer travel 13.80% I did substantially fewer travel 27.50% Did you travel for vacations more in 2018 than in the past? 2,559 responses

16 Vacation Travel Farmers like to handle travel plans on their own. Result Percentage Do it yourself (directly for hotels, car rentals, plane trips, etc.) 78.30% Travel web site (Expedia, Orbitz, Travelocity) 10.10% Travel agent 6.20% Other 5.20% How do you most often schedule your vacation travel? 2,559 responses

17 Vacation Travel Farmers primarily stick to hotel travel. Result Percentage Hotels 63.80% Resorts 21.60% Camping 18.40% Other 16.90% Cruises 8.50% When you travel for vacations, which of the following do you do? 2,559 responses

18 Vacation Travel Where do you most like to vacation travel? Canada 5.7% Western U.S. 37.9% Eastern U.S. 23.2% Midwest U.S. 33.6% Overseas 11% Mexico 5.5% Caribbean 11.1% South America 2.0% 2,559 responses

19 FARM JOURNAL RESEARCH LIBRARY Yes 75% Unchanged 13% No 12% Lifestyle Yes up 5 points from 2016 Mobile Research