This study presents the findings of quantitative (consumer survey) and desk research into consumer attitudes in the Australian farming sector to the take-up and use of telecommunications services. This consumer sector is the subject of a separate report due to its unique nature—a farm is both a business and a household, and telecommunications services are used interchangeably for both purposes.

This is the third report in the Telecommunications Today series and results from earlier reports in the series are cited throughout.

This study has three main objectives:

1. To identify the levels of take-up and use of various telecommunications services by the farming sector.

2. To explore consumer attitudes in the farming sector to voice and data services.

3. To ascertain how location, farming sector and farm size influence consumer take-up and use of telecommunications services.

In investigating these issues, the Australian Communications and Media Authority (ACMA) is also seeking to gain an understanding of the adequacy and significance of specific telecommunications services to the farming sector. ACMA has found there is limited information on the farming sector in Australia, specifically on the take-up and use of voice services. This is reflected in this report.

This research was also undertaken to meet ACMA’s statutory reporting requirements under the Australian Communications and Media Authority Act 2005, which requires ACMA to report and advise on matters affecting consumers of carriage services, including consumer satisfaction and benefits, and to disseminate consumer demand research into the broader Australian community.

For the purpose of this research the term ‘telecommunications’ includes all voice (landline telephone, mobile and VoIP) and data services (dial-up and broadband in all its forms such as ADSL, cable, satellite and wireless).