“We use it … and we need it now”: An assessment of internet and technology use among farm owners and managers

Abstract

Many agricultural producers live and work in rural areas that have been left behind in broadband internet expansion. A lack of digital inclusion of agricultural communities can stymie agricultural producers’ participation in e-commerce and marketing, use of precision agriculture, and access to infor­mation. To better understand how farm owners and managers access the internet and their digital skills, we conducted a mixed-methods research project using focus groups (N = 4) with partici­pants (n = 26) living in four North Carolina (NC) counties in 2023. We used thematic analysis to qualitatively analyze the focus group data. To quan­titatively assess emerging themes, we then con­ducted a survey of farmers (n = 113) at a statewide farm show in NC in 2024. We calculated descrip­tive statistics for the survey data, including demographics (gender, race, crops or livestock pro­duced, acreage farmed) and experience with de­vices, social media, and troubleshooting. We identi­fied three overarching themes: (1) experiences with internet and digital technologies; (2) impacts of internet access and digital technology, including farmers’ reflections on the critical need for internet connectivity for farm operations and perceptions of negative consequences of not having adequate connectivity; and (3) sentiments toward internet, specifically farmers’ frustration with the current state of connectivity options and opinions on initi­atives to improve connectivity. Findings reveal an imperative for better digital inclusion of farms and agricultural communities across NC.