Exploring the impact of socioeconomic factors on the use of digital communication tools for poultry farming in South‑West Nigeria

Abstract

The study examined how socioeconomic factors shape the use of Digital Communication Tools (DCTs) among poultry farmers in South-West Nigeria. The research aimed to describe the farmers’ socioeconomic profiles, gauge their awareness of DCTs and assess the extent to which these tools are used in poultry production. A multistage sampling technique was adopted to select 322 poultry farmers. Data were collected through structured questionnaires and analysed using descriptive statistics and Ordinary Least Squares regression (OLS). Findings showed that the majority of respondents were male (76.2%) with an average age of 45±8.42 years, indicating a relatively mature and active farming population. While there was near-universal awareness of platforms like WhatsApp, Facebook, Google and YouTube, fewer respondents (55.8%) were familiar with more specialised tools such as poultry management software. Notably, only 47.3% reported frequent use of DCTs, pointing to gaps between awareness and actual adoption. The OLS regression results identified age (β = -0.438), marital status (β = 0.190), income (β = 0.313) and stock size (β = 0.128) as significant factors influencing DCTs usage. Younger farmers with higher incomes and larger flock sizes were more inclined to adopt these tools. The study concludes that socioeconomic characteristics play a crucial role in DCTs adoption. Bridging the awareness-utilisation gap through targeted interventions may help drive wider adoption and enhance productivity in poultry farming.