An in-depth study of the “up-and-coming generation of agricultural production professionals” conducted by Millennium Research sheds light on what’s most important to young farmers. Speaking at the recent Minnesota Crop Production Retailers' annual convention and trade show, Jan Johnson of unveiled the company’s new in-depth look into America’s up-and-coming generation of agricultural production professionals, or as she calls them, “Young Farmers.”

“Today’s young farmers are extremely well-educated,” Jan Johnson, principal at Millennium Research, said. “They are more technology- and business-minded than their older farming partners. They want to know the ROI on every investment they make.”

The study shows that technology adoption is high on young farmers’ list of priorities, with 91% having self-driving tractors and combines, and 94% accessing the internet via their smart phone.

The look at trends among young farmers is part of a continuing study Millennium Research started one year ago. Johnson’s presentation included previously unreleased findings from the company’s other publicly available work for National Association of Farm Broadcasters and the Farmer Speaks panel.