An integrated analysis of socio-economic, communication and psychological drivers of information and communication technology utilisation among farmers

Abstract

The present study was conducted in Solan district, Himachal Pradesh, to examine the socio-economic, communication and psychological characteristics of farmers using information and communication technology (ICT) tools in agriculture. A total of 120 ICT-using farmers were selected from 20 Gram Panchayats in the Solan and Kandaghat blocks through multistage random sampling. Data were collected using a structured interview schedule and analysed using descriptive statistics. Results revealed that 90.83 % of ICT users were male, with 95.83 % being literate, half completed senior secondary education. The majority of respondents (57.50 %) were solely dependent on agriculture and 78.33 % belonged to above poverty line (APL) households. Marginal landholdings were common (63.30 %) and 77.50 % lived in pacca houses. Friends (98.30 %), neighbours (98.30 %) and relatives (97.50 %) were the primary sources of agricultural information, while formal sources like agriculture extension officers (6.67 %) and Gram Sevaks were underutilised. Bank managers (56.67 %) and subject matter specialists (55.83 %) were the most consulted institutional sources. Mass media exposure was high for 51.67 % of respondents, with a low CV (18.67 %), indicating consistent media use. However, 79.17 % had low extension participation, showing poor engagement with formal advisory services. Psychologically, 58.33 % had medium decision-making ability and 60 % showed moderate risk orientation. Integrated socio-economic, communication and capacity-building interventions targeting smallholder farmers are essential for enhancing effective ICT utilisation in agriculture.