ASSESSMENT OF DIGITAL TECHNOLOGY ADOPTION AND ACCESS BARRIERS AMONG AGRICULTURAL SERVICE PROVIDERS AND AGRICULTURAL EXTENSION PROFESSIONALS

Abstract

As agriculture becomes an increasingly data-driven sector, it is important to understand the technology use and barriers by the service providers who work closely with producers. This is especially important as these individuals can serve as drivers for technology adoption by farmers and ranchers. Although many surveys have looked at technology adoption by producers, little data on agricultural industry service providers exists. Surveys of Extension Professionals (EP) in Iowa, Michigan, North Dakota, Ohio, and Wisconsin, and several categories of Agricultural Service Providers (ASP) in Wisconsin were administered in 2018 to determine satisfaction with internet service and to learn more about information and technology usage and potential barriers to its adoption within the industry. In addition, follow-up informational telephone interviews were conducted with 13 Wisconsin EP. A paper survey was administered to ASP, which had a response rate of 35% (N=462). A similar online survey was administered to EP having an estimated 23% response rate (N=223). The frequency of transmission of data, information, and recommendations was high but specialized for both groups with more frequent use in crop production versus livestock (including dairy). The most commonly-cited barriers associated with the adoption of digital technologies by ASP were related to attracting and hiring well-qualified IT employees, training for both employees and clients, and data security. While data security was a commonly cited barrier, 16% of ASP worked for companies that did not have written policies on data privacy. ASP and EP consider their clients to be adept at using text messages, images, maps, and smartphones. They do not consider their clients to be skilled in their use of digitally accessed and used financial statements, spreadsheets, or laboratory analysis reports. Additional training should be better focused on these areas for ASP and EP which would allow them to be more effective in educating producers and to better realize the value associated with more thoughtful and widespread digital technology adoption.