Adoption of Communication Tools in Agriculture

by Kristi Moss and Sara Steever
November 10, 2010

As agri-marketers, we spend a lot of time trying to understand where producers are getting their information. We know vehicles for information are changing rapidly, but we really want to know how quickly producers are adopting these new communication tools.

Factors like operation size, gender, age or experiences outside of the operation would seem to have an effect on the adoption of communication technologies. But how big of an impact are these factors?

Paulsen randomly selected 25 farm families to ask how they use communication technology in their operations. We came away with five important factors to drive communication strategy in the future.

  1. Right Place
  2. Right Time
  3. Right Technology
  4. Right for the Future
  5. Right Conclusions

Throughout this study are excerpts from those conversations and some conclusions drawn from these interviews.

This study is not a substitute for the scientific research we come to rely on performed by Farm Progress, AMR/NAFB, Meredith or any other organization that interviews thousands of producers.

But what these producers told us is important, insightful and sometimes entertaining. We can learn a lot from them.

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