‘Mobile’izing Agricultural Advice Technology Adoption Diffusion and Sustainability

Abstract

Mobile phones promise to bring the ICT revolution to previously unconnected populations. A two-year study evaluates an innovative voice-based ICT advisory service for smallholder cotton farmers in India, demonstrating significant demand for, and trust in, new information. Farmers substantially alter their sources of information and consistently adopt inputs for cotton farming recommended by the service. Willingness to pay is, on average, less than the per-farmer cost of operating the service for our study, but likely exceeds the cost at scale. We do not find systematic evidence of gains in yields or profitability, suggesting the need for further research.