ICT Use in Agricultural Marketing among Farmers in Lagelu, Oyo State, Nigeria

Abstract

Information and Communication Technologies (ICTs) have become important tools for improving agricultural marketing by enhancing farmers' access to market information, reducing transaction costs, and strengthening linkages with buyers. Despite these benefits, effective utilisation of ICTs for agricultural marketing remains limited among many smallholder farmers in rural Nigeria. This study assessed farmers' access to and use of ICTs for marketing agricultural produce in Lagelu Local Government Area of Oyo State, Nigeria. A multistage sampling procedure was employed to select 100 farmers from five randomly selected villages. Primary data were collected using a structured interview schedule and analysed using descriptive statistics, including frequencies and percentages. The findings revealed that farmers had a moderate level of access to ICTs, with mobile phones being the most accessible and widely used communication tool. Most respondents used mobile phones primarily to contact buyers and negotiate prices, while the use of internet-based applications, such as WhatsApp and online search tools, remained relatively low. Major constraints to ICT utilisation included the high cost of data subscriptions, poor network connectivity, erratic electricity supply, limited digital skills, and the high cost of smartphones. The study concludes that although ICTs have considerable potential to improve agricultural marketing, their effective utilisation is constrained by infrastructural, economic, and capacity-related challenges. It is therefore recommended that government and relevant stakeholders strengthen rural ICT infrastructure, improve access to affordable internet-enabled devices and data services, and promote digital literacy through agricultural extension programmes to enhance farmers' participation in digital agricultural marketing.