New Insights from Young Farmer Study Reveal Surprising Information About Communications and Technology Usage Among Young Producers

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Jan Johnson unveiled new insights from the Young Farmer Study conducted by Millennium Research, Inc. while speaking at the Minnesota Crop Production Retailers annual MCPR Trade Show.

Jan Johnson, Millennium Research, Inc.

Jan Johnson, Millennium Research, Inc.

Young farmers employ technology strategically, to improve efficiency and productivity on the farm – and they want to know the ROI on every investment they make.

Jan Johnson, owner of Millennium Research, Inc., unveiled new details from the company’s in-depth look at America’s new generation of agricultural production professionals, to aid attending retailers in succeeding with this new generation of decision makers on the farm.

During her presentation, Johnson shared her recommendations for helping retailers succeed in their efforts to help young farmers succeed, as well as her views on how and why these farmers use technology. In addition to many other insights, it was revealed that 94 percent of young farmers access the internet using only their smart phones, and that 91 percent of young farmers use GPS steering in their tractors and combines.

“Today’s young farmers are extremely well-educated,” Johnson noted. “These young producers are much more technology- and business-minded than their older farming partners. Young farmers employ technology strategically, to improve efficiency and productivity on the farm – and they want to know the ROI on every investment they make.”

Zack Johnson and Adam Hislop, two millennial-generation farmers from Minnesota appeared in a panel directly following the presentation and shared their thoughts about Johnson’s discoveries related to the future of agriculture. “Jan hit the nail on the head,” said Hislop. “I doesn't make any sense to spend ten bushels to get an additional three."

Audience response to the data presented by Johnson was enthusiastic. “It was like looking through the window at my father and brothers,” said Dave Ruen, a representative for a large crop production supplier. “I felt like Jimmy Stewart in It’s A Wonderful Life while listening to her presentation; Jan’s perceptions of young producers are incredibly accurate.”

Millennium Research, Inc. is a leading independent full service market research organization specializing in agriculture and agricultural producers. Johnson’s Young Farmer Study presentation at the Minnesota Crop Production Retailers annual MCPR Trade Show was a comprehensive look at a continuing study Millennium Research started one year ago. The presentation included previously-unreleased findings from the company’s other publicly available work for the National Association of Farm Broadcasting and the Farmer Speaks panel. The study combines primary and secondary research with social media mining and ethnography, as well as Millennium’s proprietary Empathic Method™ of gaining superior market insight.

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