The utility of ICTs for providing market information to rural smallholder farmers is growing rapidly, and access to reliable information and sources is considered crucial for beneficial market interaction. This study explored critical factors contributing to usage of electronic sources for market information search among rural smallholder livestock farmers. Using data collected from 129 respondents through a non-random sampling technique; descriptive and regression analysis was applied to identify key factors responsible for their awareness and use of ICT-based market information sources. Level of education was found to be a driver of awareness of ICT-based sources, and use of these sources was influenced by farmer-specific characteristics such as household size, education, income, membership of cooperatives and herd-size. The key ICT tools used was radio and mobile phones, widely available in the study area. Identified constraints to use of these ICTs include cost and patchy network signals in some areas. Policy interventions to reduce cost of mobile phone services and expansion of base stations; including practical recommendations for improved programming in radio and television offerings, are considered indispensable for greater uptake of e-information sources among smallholder livestock farmers.

The study explored the contribution of ICT-based information sources to market participation among smallholder livestock farmers. Use of ICTs is considered paramount for providing smallholder farmers with required market information, in order to reduce market asymmetries. A Double Hurdle regression was utilized to analyze data collected from 150 smallholder livestock farmers in the study area. The results show that while use of ICT-based market information sources significantly influenced market participation, the effect of using ICT-based information sources on intensity of market participation was not significant. Other variables shown to influence both market participation and the intensity of market participation were age, additional income and membership of farmer cooperatives. This suggests the need to also consider other associated factors in the application of interventions which utilize ICT-based information sources in achieving planned market interventions.