The objective of the study was to identify a viable trade-off between low data requirements and useful household-specific prioritizations of advisory messages. At three sites in Ethiopia, Kenya, and Tanzania independently, we collected experimental preference rankings from smallholder farmers for receiving information about different agricultural and livelihood practices. At each site, was identified socio-economic household variables that improved model-based predictions of individual farmers’ information preferences.

Smallholder farmers across the Global South increasingly need to adapt their farming activities to fast-paced changes, for example, in climate, policy and markets. In many places, public and private agricultural extension services support technological change through trainings and the dissemination of information. The effectiveness of extant ex-tension (advisory) methodologies is, however, challenged by the difficulty of reaching a large and growing clientele with highly diverse information needs.

Agricultural extension in the Global South can benefit greatly from the use of modern information and communication technologies (ICT). Yet, despite two decades of promising experiences, this potential is not fully realized. Here, it is reviewed the relevant research literature to inform future investments into agricultural information services that harness the full potential of digital media.The study describes a recently emerging innovation agenda that is, in part, a response to the eventualfailure of many new agro-advisory initiatives.