Drivers of Small-Scale Farmers' Adoption of Mobile Phone Technology for Rice Production and Marketing in Dodoma Region

Abstract

Despite the benefits of Mobile Phone Technology (MPT) in enhancing agricultural communication in Tanzania, a significant gap exists between the rise in mobile phone subscriptions and the actual adoption of MPT by farmers for agricultural production and marketing. This study utilised multinomial logistic regression to analyse factors influencing MPT adoption among 454 small-scale farmers in Bahi District, Dodoma Region. The findings indicated that 62 percent of the farmers adopted MPT, while 38 percent did not. Key factors influencing MPT adoption for rice production communication only included; having household members under 15 years, mobile phone ownership, time spent on using mobile phones, land size, use of hired labour, market distance and distance to all-weather roads. This study revealed that significant determinants for the adoption for rice marketing communication only were farmer’s sex, time spent on mobile phones and market distance. Further, the study showed that significant factors for the adoption for combined rice production and marketing communication were the farmer’s education level, mobile phone ownership, land size, use of family and hired labour, and market distance. Understanding these factors provides a foundation for developing interventions to increase MPT adoption among key stakeholders. Increased adoption of MPT will improve access to market information and agricultural practices in rural areas, thereby enhancing rice production and marketing and improving farmers’ livelihoods.