Information needs and delivery channels: Experimental evidence from Cambodian smallholders

Despite numerous policy interventions, poverty still exists. Those most harshly affected are people living in rural areas of low-income countries, regions that are often characterized by information asymmetries leading to market failure. The widespread growth of information and communications technologies (ICTs) in remote areas across the world holds immense potential for lifting the information barriers of the rural poor. However, there is little evidence of the effectiveness of delivery channels, which might be one reason why digital advice differs in its impact. Seeking to ascertain how smallholders can best be served by ICT, the authors investigated information needs and effective ICT delivery channels. Sociodemographic and ICT-related data was collected and a framed field experiment was conducted with smallholders in Cambodia; they were asked to build an object while using various delivery channels for instruction. Employing different regression techniques and matching algorithms, the experiment reveals that multisensory instructions trump all others.