Study of Mobile Phone Gratification Sought and Obtained by Aquaculture Farmers as Strategy for Advisory Services in Nigeria

Mobile phone is strategic in the current effort to improve advisory services delivery and effectiveness of information sharing toenhance aquaculture entrepreneurship for food security, and wealth creation in the country. This prompted the study of mobile phone gratification sought and obtained among table size aquaculture fish food producers through the application of Uses and Gratification Theory. In pursuit of the set objectives, primary data was generated from 100 respondents in Niger State, Nigeria which was analysed with descriptive and inferential statistic tools. Personal profile revealed dominance of aquapreneur by people in middle age categories with mean age of 42 years and 4.5year of experience. Respondents top gratifications sought from mobile phone usage were to be accessible, connected, job accomplishment and socialization whereas obtained gratifications in enterprise were to support adoption of technologies, timely information, linkage to customers, quick response, and access to inputs. It was revealed that respondents had positive antecedent to mobile phone services subscription relating to caller tone, music, news alert, sports, and health. Socio-economic variables that correlate with gratification sought and obtained were marital status, religion, and education at 0.05 level. In view of the finding on responsible usage of mobile phone in aquaculture enterprise, more investment is required develop mobile phone applications and services. To sustain and improve on the benefits derived, respondents need capacity building to acquire more knowledge and skills to effectively participate in advisory services.