Mobile weather services for Maasai farmers: socio-cultural factors influencing the adoption of technology

Affordable 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 affect 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 affiliation and language demonstrate the strongly rooted value system that influences decision making processes as well as the willingness or resistance to adopt to new technologies. These findings 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 benefits to the users.