In May 2024, 1,001 Australian farmers completed Roy Morgan’s Farmer AgTech survey, providing insight into farmers’ experience with AgTech.

Farmers from a range of farms participated in the survey – Beef, Cropping, Sheep (meat), Sheep (wool), Horticulture, Dairy and other farm types, small farms to those over 25,000 hectares, annual revenue from under $100,000 to over $5 million.

The Roy Morgan Farmer AgTech Insights Report details insights into:

The biggest challenges for farmers currently
Brands most associated with AgTech
AgTech use, and intention to use
Types of AgTech used
Main reasons started using AgTech
Benefits and barriers to adopting AgTech
What farmers would like government to do to facilitate AgTech adoption
How well governments, government departments and industry bodies understand farming
· Federal government; state or territory government; Department of Agriculture, Fisheries and Forestry; Department of Climate Change, Energy, the Environment and Water; Department of Primary Industries and Regional Federal Development; CSIRO; National Farmers Federation; State Farmers Federation
Why farmers think Federal government does / does not understand farming
Why farmers think State government does / does not understand farming
What government can do to encourage AgTech adoption
Farmer business confidence
· Whether business is better or worse off financially compared to last year
· Whether expect business to be better or worse off financially next year
· Whether expect good or bad times in economic conditions in Australia in next 12 months
· Whether expect good or bad times in economic conditions in Australia in next 5 years
· Whether next 12 months will be a good time or bad time to invest in growing business
Agribusiness media readership
· Weekly or monthly hardcopy newspapers
· Weekly or monthly hardcopy magazines
Agribusiness finance products held
Main agribusiness financial institution
Likelihood to continue banking with main agribusiness financial institution
Analysis overall, as well as by farm type, size, revenue, and state

The report includes an Executive Summary, charts, tables, example verbatim comments, and commentary summarising key findings. Excel file with raw verbatim responses to open-ended questions also provided.

*AgTech brands mentioned: Ag Leader, AgriWebb, Agworld, Allflex, Bayer, Case, DeLaval, Elders, Farmbot, Gallagher, John Deere, Lely Australia, Mobble, MLA/Meat and Livestock Australia, Nufarm, Nutrien Ag Solutions, Optiweigh, SwarmFarm Robotics, Topcon, Trimble and Tru-Test.