Influence of farmers educational level on comprehending, acting-upon and sharing of agro advisories

Although short messaging service (SMS) through mobile phones has quickly gained popularity among most other sectors in India, its potential is not fully realised in the agriculture sector as a cost effective service to reach farmers and elicit desirable action. Despite the cost effectiveness, mobile messaging has remained a challenge in the farming sector in terms of its end use and action as far as extension systems are concerned. While there could be many influencing factors affecting the utility of mobile messages, this study assumed that educational level of farmers could be a major factor. A telephone survey was conducted to ascertain the influence of farmers’ education on the level of utilisation of mobile-based advisories. Farmers with higher education level showed better comprehension of advisories, actedupon the advisories more promptly and shared the information with fellow farmers more often than those with lower education level. There was a significant association between comprehending, sharing and acting upon advisories. This has implications to achieve enhanced extension reach with higher efficiency in terms of cost and time.