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<\/div><\/figure><\/div><\/div><\/div>\n\n\n\nBut as always, this is only part of the picture. You can\u2019t ignore the second two statistics. Internet adoption is predominantly driven by the younger generation and is far more widespread in urban areas. Farmers tend to belong to an older demographic, where illiteracy is more prevalent than access to the internet.<\/p>\n\n\n\n
This isn\u2019t sexy or optimistic, but it is, unfortunately, a fact.<\/p>\n\n\n\n
So whilst smartphones offer a fantastic feature set that allows a vast spectrum of information to be delivered remotely, is it always the best option?<\/p>\n\n\n\n
Literacy is a critical factor in this conversation. However, focusing too closely on this single fact paints a misleading and unfair picture of what a smallholder farmer looks like. So I prefer to explain it within a more relatable context:<\/p>\n\n\n\n
My parents were both brought up in the UK, have high levels of education, and are both edging towards 60. Both of them own iPhones with contracts that provide 2GB of data each month. <\/p>\n\n\n\n
And yet (infuriatingly), they both turn their data off as soon as they leave the house, in fear that they will go over their data limit and get charged over their contracted limit. They have access to Google Maps but take a physical map everywhere they go. They have WhatsApp, but I know I have to send an SMS; otherwise, it won’t get through.<\/p>\n\n\n\n
Now, I\u2019m certainly not accusing Kenyan smallholder farmers of being as tech un-savvy as these two. My point is that this has nothing to do with education; it has nothing to do with employment or geography. It\u2019s a simple fact that people of that generation didn\u2019t grow up with smartphones, and therefore don\u2019t use them as religiously or as effectively as younger generations. This effect is even more pronounced in Africa, as smartphones were adopted later.<\/p>\n\n\n\n
So this is the test I run in my head when considering whether a piece of information is best delivered via an automated call, an SMS or via a WhatsApp message. Would it make sense for my parents? – Sorry, Mum and Dad.<\/p>\n\n\n\n
Again, not to sound like a broken record, but it all comes down to understanding your user. Understanding what action you would like the farmer to take and what information is needed to enable them to take that action\u2014then finding the simplest, most accessible solution to achieve this.<\/p>\n\n\n\n
Do not, as we have seen many businesses do build an app just because it seems like a good thing to do. It is almost certainly not.<\/p>\n\n\n\n
The Solution Must be Right for Your User <\/h2>\n\n\n\n
Most decisions can be supported through low-tech channels such as IVR (automated calls) and SMS if done correctly. This is especially true when coupled with additional support channels, for example, field staff visits.<\/p>\n\n\n\n
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