Half of U.S. ag workers are categorized as “heavy audio listeners”–that surpasses their use of things like the Internet and television. And ag workers are significantly more likely to listen to audio at work on both weekdays and weekends than the average American adult.
AM/FM radio is the most popular audio source among agricultural workers. Eight out of ten agricultural workers tune into over-the-air radio, and they prefer it to streaming audio, podcasts, and satellite radio; those other forms are used, but not as much as ag workers use traditional radio.
Approximately one-third of agricultural workers consider radio to be a valuable learning tool and a source of useful information about new products and services. And as it has from the start, radio stands out as a critical way to connect these workers with local agricultural news, weather updates, market commentary, and influential farm broadcasters.
But then again, if you’re listening to this segment, you probably already knew all that.
