Impact measurement organization 60 Decibels has released what it says is the first-ever study of smallholder farmers’ experiences with digital tools and services for agriculture.
The study, entitled ‘Digital Farmer Services in Kenya: The Farmer Perspective‘, was conducted in partnership with the Bill & Melinda Gates Foundation and the Busara Center for Behavioral Economics, a Kenya-based nonprofit.
The research team interviewed more than 1,400 Kenyan farmers across 38 counties, using a lean methodology developed and tested in multiple geographies over 2022-2024.
The findings of the study was launched this week alongside an interactive dashboard,
Digital tools have long been touted as a way to boost small-scale agriculture by providing critical information and services to farmers without the constraints of traditional in-person interactions.
There are approximately 500 million small (under two hectares) farms globally producing one third of the world’s food supply chain. As these farms are often in remote locations, digital solutions such as mobile technologies offer farmers access to critical information.
The 60 Decibels team estimates that there are nearly 1,400 of these digital agriculture solutions in low- and middle-income countries (LMICs) and that the market is expanding rapidly. However, much of the understanding about this ecosystem has been limited to supply-side metrics, with little attention paid to actual farmer adoption and value.
“Until now, governments and investors had no data on how many farmers are actually using digital tools,” Ellie Turner, head of agriculture at 60 Decibels, tells AgFunderNews. “So it was hard to measure progress and know where more investment would make a difference.”
The new study aims to address this knowledge gap.
Findings from the study reveal that among smallholder farmers, there is:
- High but inconsistent adoption. More than half of Kenyan farmers used a digital tool at least once during the 2023-2024 main agricultural season. However, most of these farmers don’t use the tools consistently throughout the different phases of the season.
- Demand for information services. Information and advisory services emerged as the most popular digital offering, with 46% of farmers accessing such information digitally at least once during the season. “We found that usage peaks during the selling period when farmers are actively seeking price information,” Turner notes.
- Low use of digital marketplaces. Despite the overall adoption rate, only 8% of farmers reported using a digital market solution for selling their produce. This could be an opportunity for agtech companies and investors to develop and promote digital marketplace tools. However, farmers did not indicate a high demand for this type of service.
- Inclusivity and exclusion factors. Surprisingly, the study revealed that age, gender, and smartphone access do not significantly impact digital tool usage. However, a notable divide emerged between subsistence and commercially-oriented farmers.
Implications for the industry
These findings have far-reaching implications for the agtech sector, says the study. For investors, the high overall adoption rate and the demand for information services present clear opportunities. Startups can use this data to better tailor their solutions to farmer needs and usage patterns.
The shift towards demand-side data in agtech mirrors trends seen in other industries. The fintech sector, for instance, has benefited greatly from similar user-centric research, leading to more targeted and effective solutions for underserved populations.
60 Decibels is conducting similar research in Nigeria, which it plans to publish in 2025. The organization is also partnering with the World Bank to incorporate metrics on digital adoption into ongoing agricultural censuses.
“The launch of ‘Digital Farmer Services in Kenya: The Farmer Perspective’ marks a significant milestone in understanding the real-world impact of agtech solutions,” says Turner. “The report and dashboard serve as a valuable resource for investors, startups, and policymakers looking to shape the future of digital agriculture in Africa and beyond.”
She adds that as digital agriculture continues to evolve, studies like this will be crucial in ensuring that innovations truly meet farmer needs and drive meaningful impact. By shifting focus from supply-side metrics to real-world adoption and usage patterns, the industry can better align its efforts with the realities on the ground.
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