How to Make a Smartphone-Based App for Agricultural Advice Attractive: Insights from a Choice Experiment in Mexico

Mobile phone apps can be a cost-effective way to provide decision support farmers, and they the collection of agricultural data. The digitisation systems, efforts close digital divide include smallholders, make data ownership privacy issues more relevant than ever before. In Central South American countries, smallholders’ preferences regarding licenses sharing have largely been ignored, little attention has paid potential nonfinancial incentives increase uptake solutions participation by farmers. To investigate for smallholder farmers potentially use an advisory app in which share their data, Discrete Choice Experiment was designed. Based on survey 392 Mexico, attributes related its usage were revealed using conditional logit (CL) model. explore heterogeneity, groups profiles explored through latent class (LC) CL model results revealed, example, farmers’ positive preference receive at first access training, while negative found with private actors. LC identified three classes differ such as degree sharing. Furthermore, farmer’s connectedness innovation hub one significant variables membership function. main contribution study is that it shows importance influence farmer preferences.