In the last two years, Internet usage by commercial farmers has more than doubled.

"The computer and the Internet have become just as important to farmers as the tractor and good weather,'' said Robert Hill, Ph.D., president of Rockwood Research, a subsidiary of Farm Journal Corp.

Hill expects that at the current rates, by the end of 1999, Internet usage by farmers will have more than tripled compared with 1997.

The market research firm released its third annual syndicated review of the state of Internet usage this month called "AgWeb 1999: Internet and e-Commerce in Production Agriculture.''

Farmers use computers now mostly for financial reporting and analysis and for business record keeping. More and more, however, the Internet study shows that commercial farmers are becoming heavier users of the Internet.

According to Hill, "It is time for farm input suppliers to wake up to the realities of the emerging dominance of the Internet on the farm and to tap its potential.'' Currently, Hill added, the websites for these agriculture supply companies usually give the farmer little reason to visit them more than once or twice.

The study outlines how farmers work with the Internet both now and in the future. "We are seeing evidence that farmers will migrate quickly toward Web-based transactions, such as purchasing seed, crop chemicals and farm equipment on the Internet,'' Hill said.

The study shows that two-thirds of all commercial farmers own at least one computer. In addition, these commercial farmers spend, on average, at least two hours per week using the Internet for agriculture purposes.

In April, Rockwood conducted telephone interviews with 407 U.S. commercial farmers. The study is a good indicator of how the U.S. commercial farm community is changing. The results are reliable within a +/- 5 percent with 95 percent confidence, Hill said. The study can be purchased for $7,500 by calling 651-631-1977 or sending an e-mail to agweb@rockwoodresearch.com.

Among the findings in the report:

• Younger and larger growers are more likely to own a personal computer.
• Farmers use computers for financial record keeping, crop production record-keeping and other related business operations such as soil mapping and weather maps.
• Farmers currently use the Internet to gather information. Farmers seek, for example, commodity prices, weather information, and information about farm machinery and chemicals.
• Although farmers currently make few online purchases, usage is expected to increase quickly as Internet access increases.
• About a third of current Internet farm users said they are interested in shopping for agriculture products online in the future.

Philadelphia's Farm Journal Corp., an information services company for the U.S. agriculture community, publishes the Farm Journal, a 123-year old national agriculture publication; owns AgDay, daily half-hour farm news program broadcast over more than 170 television stations; publishes paid circulation newsletters and distributes agriculture data and information through a satellite system with its Professional Farmers of American subsidiary; and maintains an extensive database of America's commercial farm community through its Farm Journal Information Resources division.

Rockwood Research news release
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