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Typology
Business Farmers:
Challenging
Traditionalists 67%
Advisors
Traditionalists:
Students Retailers
Comfortable
Outsiders
Proactive
Me & My Farm:
insular, cautious, tactical, local, remote
Reactive
More tips
Work hard at participation and engagement Reputation/relationship is key if you are to be believed Help them weigh up cost v benefit with hard evidence Keep paperwork to absolute minimum Show how other farmers profit
Farmers use a wide range of sources to gain information & advice about farming
Base: 20+ ha crops & grass
90%
Use of digital sources is greatest amongst larger farms: 49% Websites 46% Email newsletters
64%
60%
52%
52%
37%
34% 25%
Around four fifths of farmers currently have access to the Internet in the farm office/home
Base: 20+ ha crops & grass
Internet penetration is highest amongst larger farms with 92% of those with 200+ ha having access to the web
Farmers are using the web for decision making and to perform a range of business tasks
Base: 20+ ha crops & grass with Internet access
67% for technical information 61% to check market prices (+16% from 2007) 60% For product information to aid brand choice 52% to source suppliers (+27% from 2007) 27% for business advice (+13% from 2007) 21% for online learning & training (+12% from 2007)
17%