Mobile weather services for maasai farmers: Socio-cultural factors influencing the adoption of technology

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Research units


Aordable technological solutions are viewed as crucial means to eradicate poverty, which is particularly relevant for the agricultural sector in SSA. Despite the vast potential that is seen in agricultural innovations, smallholder farmers in SSA only slowly adopt new technologies that could improve livelihoods. We conducted a qualitative study about how socio-cultural factors aect the adoption of technology among Maasai farmers in rural Tanzania. Overall, our results indicate that the social networks shape the way technology is perceived among Maasai. Furthermore, the hierarchical social structures impact the adoption process. Lastly, the factors of tribal aliation and language demonstrate the strongly rooted value system that inuences decision making processes as well as the willingness or resistance to adopt to new technologies. These ndings suggest the importance of cultural and social implications to unfold the potential of ICT for human development, particularly for the agricultural sector in SSA. We argue that the socio-cultural factors within a certain social setting require careful consideration before a newly introduced technology has the potential to successfully deliver benets to the users.


Original languageEnglish
Title of host publicationProceedings of the 2nd African Conference for Human Computer Interaction
Subtitle of host publicationThriving Communities, AfriCHI 2018
EditorsIzak van Zyl, Dharm Singh Jat, Heike Winschiers-Theophilus, Naska Goagoses, Rita Orji, Elefelious G. Belay, Anicia Peters
Publication statusPublished - 3 Dec 2018
MoE publication typeA4 Article in a conference publication
EventAfrican Conference for Human Computer Interaction - Safari Hotel, Windhoek, Namibia
Duration: 3 Dec 20187 Dec 2018
Conference number: 2


ConferenceAfrican Conference for Human Computer Interaction
Abbreviated titleAfriCHI
Internet address

    Research areas

  • Farmers, Maasai, Mobile phones, Socio-cultural factors, Technology adoption

ID: 32162362