Original scientific paper

Digital Information Habits and Content Preferences among Croatian Farmers: A Survey-Based Analysis

Sanja Jelić Milković orcid.org/0000-0003-0505-6970 ; Faculty of Agrobiotechnical Sciences Osijek, Josip Juraj Strossmayer University of Osijek *
Zdenko Lončarić ; Faculty of Agrobiotechnical Sciences Osijek, Josip Juraj Strossmayer University of Osijek
Vedran Stapić ; Agroklub Ltd., Agricultural Information System
Martina Pavlović ; Agroklub Ltd., Agricultural Information System
Ružica Lončarić ; Faculty of Agrobiotechnical Sciences Osijek, Josip Juraj Strossmayer University of Osijek

* Corresponding author.

Abstract

This study examines the digital information habits and content preferences of 444 Croatian farmers surveyed online. Data were analyzed using descriptive statistics and the Kruskal-Wallis test. The results indicate that most farmers access the internet via smartphones (82%) and primarily use specialized agricultural portals, social networks, and messaging applications for agricultural information. Text articles and video content are the preferred formats, while podcasts are largely underutilized. Overall satisfaction with online agricultural information was moderately positive, with no significant differences across demographic subgroups. Age and education level were the most relevant predictors of platform preferences, with younger and more educated farmers demonstrating stronger engagement with visual and social media formats. These findings offer
practical insights for developing targeted digital communication and education strategies in the agricultural sector.

Keywords

digital habits; farmers; agricultural information; content preferences; digital platforms

Hrčak ID:

349850

URI

https://hrcak.srce.hr/349850

Publication date:

28.7.2026.

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