European farmers among the leaders in adoption of agricultural technology

Farmers in Europe and North America are leading the global charge to adopt agricultural technologies: roughly 61% of farmers are currently using a new technology or are planning to adopt one over the next two years. These findings come from a survey conducted by the consulting firm McKinsey, involving 5,500 farmers across Asia, Europe, and North and South America. More specifically, agricultural operation management software, remote sensing and robotic automation were found to be the most popular technologies globally. The survey found that, due to shifting pressures, farmers have become more open to using agricultural technologies, viewing them as potential tools in the effort to improve yields and minimise financial risk. Over the next two years, the percentage of farmers globally who are using or planning to use an agricultural technology is expected to rise to 39%. In addition, 43% of respondents are focused on trying out new technological products to increase the yields of their agricultural operations, while close to 22% plan to change their marketing strategies for their products.

Tailored products for smaller operations

Technology adoption varies by region and farm size, with smaller operations often falling behind in technology use. This is largely because, as many farmers claim, technologies are not well-adapted to the specific needs of smaller plots of land. The survey’s authors recommend that agtech companies further tailor their products and business models by offering more targeted solutions to small and medium-sized farmers. By focusing on the individual needs of each farmer, agtech companies can strengthen their efforts to promote the use of new technologies.

Improved experience

The survey also suggests that agtech companies could explore solutions to improve the user experience of farmers using a new technology. Given the diverse needs and ages of farmers worldwide, it would be helpful to offer support features tailored to specific user characteristics.