Socio-economic Drivers of Information Sourcing and Use among Rural Households in Ondo State, Nigeria

Abstract

Information sourcing is central to communication and livelihood decision-making among rural households, yet the use of available information channels may vary with socio-economic and behavioural characteristics. This study examined the socio-economic and behavioural factors associated with information sourcing among rural households in Ondo State, Nigeria. A multistage sampling procedure was used to select 125 respondents from five villages in Akure South and Ifedore Local Government Areas. Data were collected with a structured questionnaire and analysed using descriptive statistics and chi-square tests. The findings showed that extension workers were the most frequently used and most accessible information source, while neighbours, non-governmental organisations, family members, and community leaders also remained important. Digital channels, including mobile phones, radio, television, and internet services, were used less prominently, reflecting constraints related to electricity, cost, network access, and usability. Significant relationships were observed between information sourcing and age, marital status, education, occupation, household size, and home electrification (p < 0.05), whereas sex was not significant at the 5% level based on the reported p-value of 0.051. Perceived behaviour was also significantly associated with information sourcing (χ² = 29.070, p = 0.023). The study indicates that information sourcing among rural households is shaped by a combination of socio-economic conditions, behavioural perceptions, and infrastructural access. Improving reliable energy access and integrating trusted interpersonal channels with appropriate digital options may strengthen rural information dissemination and use.