23rd Oct 2024
Landmark research study reveals the true farmer of Australia
WEDNESDAY OCTOBER 23 2024 – Australia’s farmers run multi-million dollar businesses, own an average of 2.1 properties, more likely to buy cars, devices and household goods than non-farmers and trust agricultural media above any other form of media, according to a landmark research study release today by ACM.
The ACM Quantitative Agricultural Readership Survey* (QARS), the only one of its kind in Australia, delved into Australia’s multi-billion dollar farming industry, presenting a comprehensive view of the modern farmer and farming family, their attitudes, behaviours, purchase decisions and media habits. Among the key findings were:
● Farmers have an average equity of 92% in their farm businesses
● They have a gross average income of $537,000 per annum
● Women are involved in every aspect of decision making in the farm business
● On average farmers own or manage 2.1 properties
In addition, it’s important to take a farmer’s lifestyle into consideration when advertising products and services as they are up early and lead outdoor lifestyles, and are governed by seasons and weather.
ACM Agri, ACM’s leading network of websites, newspapers and events informing Australia’s thriving Agricultural industry, is used by 78% of farmers and is their number one media source, followed by free-to-air commercial TV, ABC Radio, direct mail and ABC Television.
