ICT for farmers: A technology searching for users ? Farmers 2% Crop advisers50% User penetration of PlanteInfo 2004
Bad excuses Good weather data from DMI Close collaboration with the advisory service 75% of farmers have Internet Massive marketing Nearly all farmers know about PlanteInfo So why don’t they use it?
Good reasons We don’t provide information that fits the rational farmer’s logistic needs Farmers are satisfied with information from other sources Farmers can make better use of their time than fumbling with the Internet Farmers are too stupid to know what is good for them
The information chain Information provider Extension Farmers
Conclusion Weatherdata, applications, websites and farmers’ access to Internet are NOT enough Insight in farmers’ decision making habits and needs defined by farm logistics, and Net-based cooperation with agricultural extension will perhaps help