DETERMINANTS OF ADOPTION OF DIGITAL AGRICULTURAL EXTENSION SERVICES AMONG SMALLHOLDER FARMERS IN MURANG’A COUNTY, KENYA

Abstract

Digital Extension Services (DES) bridge the gap created by declining access to conventional extension systems by leveraging ICT tools to deliver real-time updates, cost-effective solutions, and scientific information that enhance agricultural productivity. Despite these advantages, the current digital landscape remains poorly mapped, and adoption of digital tools and platforms is still limited among smallholder farmers. This research examined the determinants of DES adoption among smallholder farmers in Murang’a County, Kenya. The study documented the current landscape and emerging trends in digital agricultural extension services; assessed the level of awareness, access, and utilization of DES; and determined the key factors influencing the adoption of digital agricultural extension services among smallholder farmers in Murang’a County. The study was anchored in two theories: Diffusion of Innovation (DoI) Theory and the Technology Acceptance Model (TAM). A mixed￾methods approach was used to gather quantitative and qualitative data from the four sub-counties of Kiharu, Maragua, Kandara, and Gatanga using instruments such as a structured questionnaire and key informant interviews. Data were collected from a sample of 352 participants using Yamane’s formula through a multi-stage sampling comprising purposive, random, snowballing, and proportionate sampling techniques. The data were analyzed in Stata version 19 using descriptive and inferential statistics and presented in tables and figures. The findings revealed that mobile applications such as the MyMurang’a App remain dominant due to their bundled services, while Mugambo wa Murimi on Inooro TV is the most preferred broadcast program for agricultural information. Emerging trends include the integration of blockchain technology, Common Interest Groups (CIGs), Farmer Field and Business Schools (FFBS), WhatsApp-based extension systems, agripreneur-driven extension models, short agricultural videos, digital soil mapping, and data-driven advisory services leveraging artificial intelligence. Results indicate that 73.6% of farmers were aware of DES, and about 53.1% reported use, with high cost of internet bundles as the most significant deterrent to frequent use of digital platforms. Bivariate probit analysis showed that awareness significantly influenced utilization. Awareness was shaped by marital status, soil fertility, connectivity, education, and market search, while cooperative membership, credit access, education, and off-farm employment determined use. Negative binomial regression indicated that intensity of use was positively associated with household size, land size, education, cooperative membership, extension access, market search, and credit access, but negatively influenced by age and marital status. Barriers to DES adoption included high data costs, limited digital literacy, restricted smartphone ownership, poor mobile connectivity, and insufficient knowledge of existing services. Policy recommendations emphasize reducing internet costs through partnerships with telecommunications firms to provide subsidized or zero-rated data packages for agricultural platforms, strengthening rural digital infrastructure, enhancing digital literacy programs, and localizing agricultural content to improve relevance and accessibility. Furthermore, integrating digital technologies into existing conventional extension services can create hybrid models that combine trusted face-to-face advisory systems with ICT-enabled platforms, thereby improving farmer confidence, reach, and sustained adoption.