Determinants of ICT Adoption and Market Participation Among Smallholder Poultry Farmers in Jozini Local Municipality, South Africa

Abstract

Smallholder poultry farming contributes enormously to rural livelihoods, food security, and nutrition in South Africa, yet the poultry industry remains constrained by limited participation and low ICT utilisation. This study investigated the socioeconomic and demographic factors influencing decisions and choices of smallholder poultry farmers towards the adoption of ICT and market engagement in Jozini Local Municipality, KwaZulu-Natal. A cross-sectional research design was used to collect primary data from respondents. Data were collected through face-to-face surveys from 162 participants, who were randomly selected. Descriptive statistics were employed to profile the use and extent of ICT, while the multivariate probit model was used to analyse the determinants of ICT adoption and market engagement. The findings revealed that most farmers own ICT tools such as mobile phones (98.15%), which they mainly use for communication purposes (98.77%) rather than for accessing production and market related information. Smallholder characteristics like age, faming experience, marital status, and household size significantly influenced farmers decisions and choices to adopt ICT and participate in markets. The study recommends improving the traditional extension through digital integration and farmer support by means of training on ICT and formal market linkages. These interventions can significantly market participation and profitability in smallholder poultry farming, stabilising rural economic development.