Analysis of Media Use Preferences among Coconut Farmers in Western Zone of Lagos State, Nigeria

Abstract

The study investigated the media use preference among coconut farmers in the western zone of Lagos state, Nigeria. A total number of 120 coconut farmers were selected for the study. Data were collected with the use of interview schedule and analyzed with frequency count, percentage, mean and Chi-square statistics. The usage mean rank showed that mobile phone (mean=4.49), radio (mean=4.47) and television (mean=4.09) were ranked first, second and third respectively. The highest ranked preferred media were radio (mean=4.63), agricultural extension officers (mean=4.43) and fellow farmers (mean=4.36). Chi-square analysis showed that there was no significant relationship between the coconut farmers’ media preference and their socio-economic characteristics. The study conclude that mobile phone, radio and television are the most frequently used media by coconut farmers in the study area. The study further averred that coconut farmers preferred radio, agricultural extension officers, television, family and friends as a medium of communication. The government and non-governmental organizations should intensify the dissemination of information to the coconut farmers using media such as radio, agricultural extension officers, television since that is the most preferred media. Keywords: Preference, Radio, Television, Mobile phone, Agricultural extension