A cutting-edge Successful Farming magazine study shows farmers are adopting mobile phone technologies at a higher rate than the general public. Ninety-four percent of farmers own a mobile phone or smartphone - eleven percent more than the general public.
Successful Farming recently conducted a mobile phone study showing the mobile and smartphone usage and adoption rate among farmers. The results were directly compared to the recent study by Pew Internet and American Life Project, "Smartphone Adoption and Usage," conducted by Princeton Survey Research Associates International, April 26 - May 22, 2011.
Successful Farming found farmers to access the Internet less frequently through their phones, but access e-mail more than the general public. A big question for all marketers has been what smartphone platform wins? In this case, it appears the iPhone, Android and Blackberry split is almost exactly the same among farmers as the general public.
According to a separate study from Mintel, younger users aged 34 and under, are more likely to own either an Android or iPhone, farmers of this age are equally as likely to own an Android or Blackberry. This difference appears to be primarily due to mobile providers. Successful Farming found 45% of farmers to use Verizon versus 17% using AT&T and 18% with US Cellular.
The Successful Farming study was distributed to over 400 members of its AgAdvisor research panel, with over half responding. The mobile phone study is available now from your Successful Farming sales executive.