2018 Lifestyle Research Study

Transcription

1 2018 Lifestyle Research Study

2 Methodology Farm Journal Media launched the lifestyle survey via on Feb. 4, The invitation was sent to 154,109 recipients with 2,118 clicking through to the survey. s used were from the Farm Journal Database 1,666 complete responses No incentive was offered

3 AUDIENCE PROFILE 1, Total Acres Corn Acres Soybean Acres Wheat Acres 73% have generated acres 58% have corn acres 52% have soybean acres 42% have soybean acres , Total Cattle Dairy Cattle Hogs Alfalfa Acres 39% have cattle 12% have dairy cattle 8% have hogs 24% have alfalfa acres 45% Minimum or no-tillage 21% Early adopters of new technology 61.8 Average age

4 Leisure Time 76% 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 7.7% I had slightly more time for leisure 16.6% I had the same amount of time for leisure 44.5% I had slightly fewer time for leisure 15.7% I had substantially fewer time for leisure 15.6% Did you have more time for leisure than a year ago? 9% answered: I don t know what leisure is, I work 24x responses

5 Leisure Time DIY and Television are the top leisure activities noted among farmers. Result Percentage Do it yourself projects 27.8% Television 27.7% Just relaxing 26.5% Reading 26.2% Travel 21.8% Hunting 20.4% Fishing 18.7% Other* 18.7% Cooking 17.4% Watching football on tv 14.5% *-Other was led by family time, gambling, motorcycling, bicycling, hiking, gardening, horseback riding. Result (cont.) Percentage Other job(s) 13.0% Restoring equipment, including attending auctions 10.4% Riding ATVs/Side-by-sides 8.5% Playing golf 8.2% Boating 7.9% Woodworking 7.9% Watching baseball on tv 7.1% Watching NASCAR 6.2% Gaming / Computing 5.7% Running/jogging 4.8% Swimming 3.9% Watching football in person 3.7% Watching baseball in person 2.7% Snowmobiling 2.2% Bowling 1.6% Hockey 1.1% Watching Formula One / Open Wheel racing 0.8% Playing tennis 0.7% Playing baseball 0.6% Playing football 0.4% When you aren t working on the farm, which of these activities earn the most of your attention? 1428 responses

6 Leisure Time Television, just relaxing and DIY activities are the primary leisure activities. Result Percentage Other 14.6% Television 12.5% Just relaxing 10.4% Do it yourself projects 9.9% Reading 9.2% Hunting 6.3% Travel 6.1% Fishing 5.1% Other job(s) 3.6% Playing golf 3.3% *-Other was led by family time (2.5%), horseback riding, camping, gardening, motorcycling, hiking, exercising, genealogy, games and volunteering. Result (cont.) Percentage Cooking 2.6% Restoring equipment, including attending auctions 2.4% Riding ATVs/Side-by-sides 2.1% Watching football on tv 1.6% Gaming / Computing 1.5% Woodworking 1.4% Boating 1.3% Watching baseball on tv 1.1% Running/jogging 1.0% Watching football in person 0.9% Watching NASCAR 0.8% Snowmobiling 0.5% Swimming 0.5% Watching baseball in person 0.4% Hockey 0.2% Playing tennis 0.2% Bowling 0.1% Playing baseball 0.1% Playing football 0.1% Watching Formula One / Open Wheel racing 0.1% Which activity would you say is your primary leisure activity? 1428 responses

7 Leisure Time Football is the top sport for farmers to watch. College football 25.3% Pro football 15.8% College basketball 11.8% Pro baseball 9.7% NASCAR 8.3% Don't watch TV sports 7.6% Hockey 3.3% Golf 2.4% Soccer 1.8% Pro basketball 1.6% Rodeo/Bull-riding 1.6% Formula One / Open Wheel racing 0.9% Other 10.0% Which of these do you consider your favorite sport to watch in-person or on television? 1395 responses

8 Hunting Less than half of farmers hunt annually; most often with a rifle. What type of hunting do you do annually? 1,552 responses

9 Hunting Deer hunting is the leading type of hunting for farmers. *-Other was led pheasant (2.7%), coyote (1.3%) and quail (0.9%) What species do you typically hunt? 1,411 responses

10 Hunting 15% of farmers plan to by a new rifle or gun this year. Yes 14.9% No 85.1% Do you plan to purchase a new hunting rifle or gun in the next 12 months? 1,412 responses

11 Purchasing 77% of farmers said they made the same or fewer purchases than a year ago. Result Percentage I made substantially more non-farm purchases 8.5% I made slightly more non-farm purchases 14.4% I made the same amount of non-farm purchases 47.4% I made slightly fewer non-farm purchases 14.9% I made substantially fewer non-farm purchases 14.9% Did you make more non-farm-business purchases this year? (clothing, furniture, food, etc.) 1,313 responses

12 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) 1,313 responses

13 Purchasing Amazon has the dominant position with farmers purchasing non-farm products online. Result Percentage Amazon.com 78.5% Walmart.com (or other similar stores) 33.9% ebay.com (or other similar auction-based sites) 32.4% Cabelas.com, HomeDepot.com (or other similar stores) 31.7% Google Shopping 13.4% Zappos.com (or other specific retail outlets) 6.4% Etsy.com (or similar artisan-based sites) 5.7% When buying online, which of these sites have you used? 1,313 responses

14 Purchasing Apparel Are clothing brands important to you? Yes 34.6% No 65.3% When purchasing apparel, does Made in the USA matter to you? Yes 76.9% No 23.1% How frequently do you purchase jeans? Monthly or more often 0.3% Every 2-3 months 4.8% Every 4-6 months 17.1% Between 7-11 months 17.1% Annually 35.8% Less often than annually 24.9% How frequently do you purchase work boots? Monthly or more often 0.0% Every 2-3 months 0.7% Every 4-6 months 6.3% Between 7-11 months 10.5% Annually 40.4% Less often than annually 42.1% 1,303 responses

15 Purchasing Tobacco Most farmers don t use tobacco products, but smokeless is the primary use. Do you smoke or use smokeless tobacco? 1,309 responses

16 Purchasing Tobacco Cigarettes and Dip are the products of choice for farmers. Smoking type Percentage Cigarettes 61.7% Cigars 23.5% e-cigarettes 7.4% Pipe 3.7% Cigarillos 3.7% Smokeless type Percentage Dip 43.7% Chew 28.9% Snuff 21.9% Snus 5.5% Are you bothered when seeing advertising for smoking or smokeless products? Yes 36.2% No 63.8% 1,290 responses

17 Vacation Travel 77% of farmers said they did the same or less vacation travel than a year ago. Result Percentage I did substantially more travel 5.8% I did slightly more travel 16.9% I did the same amount of travel 38.4% I did slightly fewer travel 14.6% I did substantially fewer travel 24.3% Did you travel for vacations more in 2017 than in the past? 1,268 responses

18 Vacation Travel Farmers like to handle travel plans on their own. Result Percentage Do it yourself (directly for hotels, car rentals, plane trips, etc.) 81.1% Travel web site (Expedia, Orbitz, Travelocity) 11.2% Travel agent 5.8% Don't travel 1.9% How do you most often schedule your vacation travel? 1,268 responses

19 Vacation Travel Farmers primarily stick to hotel travel. Result Percentage Hotels 56.5% Resorts 18.0% Camping 16.4% Cruises 7.8% Family 1.3% When you travel for vacations, which of the following do you do? 1,268 responses

20 Vacation Travel Where do you most like to vacation travel? Canada 5.5% Western U.S. 39.1% Eastern U.S. 27.2% Midwest U.S. 36.8% Overseas 9.8% Mexico 5.5% Caribbean 11.6% South America 2.0% 1,269 responses

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