Kubota leads in online search: report

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Kubota was the most searched-for agricultural equipment manufacturer during the past financial year, according to an online report which tips industry demand to keep growing

Kubota leads in online search: report
Kubota is the most searched-for agricultural equipment manufacturer, according to a Machines4U report

Kubota has overtaken John Deere in search traffic during the 2020-2021 financial year, according to Machines4U’s Big Orange Report.

The ever-popular John Deere had held the top spot in agricultural brand searches since the report was first launched 2018, but it was overtaken in February of 2021 with Kubota snagging the top spot with 11 per cent of all brand search traffic within the industry.

Machines4U founder Steve Krebs says the industry has shifted thanks to COVID-19, but is remaining strong, especially in brand-specific searches.

"The agricultural industry is a very brand-heavy industry," he says.

"These buyers love their brands, and John Deere’s big green is one we’ve seen sit far above the rest of the pack, until this year when demand for Kubota spiked. 

"This means that more people are searching for Kubota machinery within the agricultural industry than we’ve ever seen before."

Agriculture industry highlights from the report include:

●      191,000+ more people searching within the ag industry

●      38.1 per cent of all searches occurred in the top 10 brands

●      11.1 per cent increase in email enquiries

●     Demand for agricultural machinery is forecasted to increase by 21.06 per cent by 2023 

This high demand of brand search traffic translated to an increase in people searching for agricultural machinery.

During the 2020-2021 financial year, the report says 191,000 more people searched for machinery within the agricultural industry than the previous financial year.

Continued high demand for farming equipment could be related to the COVID-19 restrictions and lockdowns forcing people to continue online interaction styles, Krebs believes.

This can be seen in the organic traffic for agriculture increasing by more than 48 per cent and email enquiries increasing by 11.1 per cent.

"The agricultural industry has been hit hard in recent times with bushfires, flooding, mouse plague, and of course COVID-19 and everything that has come along with that," Krebs says.

"So, it’s great to see the demand for agricultural machinery continue to grow despite these tough conditions.

"We actually saw 191,000 more people searching for agricultural machinery in the 2020-2021 financial year, so the demand is certainly there and we don’t expect it to slow down."

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