This week, the impact measurement organization 60 Decibels unveiled what it claims to be the first comprehensive study examining smallholder farmers’ experiences with digital tools and services in agriculture. Titled “Digital Farmer Services in Kenya: The Farmer Perspective,” the research was conducted in collaboration with the Bill & Melinda Gates Foundation and the Busara Center for Behavioral Economics, a nonprofit based in Kenya. The study involved over 1,400 farmers across 38 counties, employing a lean methodology that has been tested in various regions from 2022 to 2024.
The launch of this report coincides with the introduction of an interactive dashboard designed to present the findings in a user-friendly format. Digital tools have long been promoted as a means to enhance small-scale agriculture by providing vital information and services to farmers, circumventing the limitations of traditional in-person interactions. With approximately 500 million small farms globally—each under two hectares and contributing to one-third of the world’s food supply—these digital solutions, especially mobile technologies, offer farmers access to essential information, particularly in remote areas. The 60 Decibels team estimates that nearly 1,400 digital agriculture solutions exist in low- and middle-income countries, with the market expanding rapidly.
Despite this growth, understanding of the digital agriculture ecosystem has largely focused on supply-side metrics, neglecting actual farmer adoption and the value derived from these tools. Ellie Turner, head of agriculture at 60 Decibels, emphasized the importance of this study, stating, “Until now, governments and investors had no data on how many farmers are actually using digital tools. So it was hard to measure progress and know where more investment would make a difference.” The new study aims to fill this critical knowledge gap.
Key findings reveal a complex landscape of digital tool usage among smallholder farmers. While more than half of the surveyed farmers reported using a digital tool at least once during the 2023-2024 agricultural season, the study highlighted that consistent usage throughout the season was lacking. Notably, information and advisory services emerged as the most sought-after digital offerings, with 46% of farmers accessing these resources at least once during the season. Usage peaked during the selling period, indicating that farmers are actively seeking price information when it matters most.
Conversely, the study found that only 8% of farmers utilized digital marketplace solutions for selling their produce, signaling an opportunity for agtech companies to develop and promote these tools. However, the low demand for marketplace services suggests that farmers may not prioritize this type of digital solution. The study also uncovered surprising insights regarding inclusivity. Factors such as age, gender, and smartphone access did not significantly influence digital tool usage. Instead, a notable divide was identified between subsistence farmers and those oriented towards commercial farming.
These findings carry significant implications for the agtech sector. For investors, the high overall adoption rate of digital tools and the evident demand for information services present clear opportunities for growth. Startups can leverage this data to tailor their offerings to better meet farmers’ needs and usage patterns. The shift from supply-side metrics to demand-side data in agtech reflects trends observed in other industries, such as fintech, which has thrived on user-centric research leading to targeted solutions for underserved communities.
Looking ahead, 60 Decibels plans to conduct similar research in Nigeria, with a publication date set for 2025. The organization is also collaborating with the World Bank to integrate digital adoption metrics into ongoing agricultural censuses. As Turner stated, “The launch of ‘Digital Farmer Services in Kenya: The Farmer Perspective’ marks a significant milestone in understanding the real-world impact of agtech solutions.” This report and its accompanying dashboard are poised to serve as invaluable resources for investors, startups, and policymakers striving to shape the future of digital agriculture across Africa and beyond.
By shifting focus from supply-side metrics to real-world adoption and usage patterns, the industry can better align its efforts with the realities faced by farmers, ensuring that innovations effectively meet their needs and drive meaningful impact.