Perception of Extension Professionals Regarding the Use of Digital Extension Services in Bangladesh

In Bangladesh, the extension professional-to-farmer ratio is very high (3:7000). Therefore, it is difficult to provide service to many farmers at a time. Digital extension service (DES) could be an excellent solution for this problem, so it is necessary to know the perception of extension professionals regarding DES. This study aims to understand the perception of extension personnel regarding DES. Five extension personnel were interviewed using a questionnaire with several open-ended questions based on the technology acceptance model (TAM), and the whole conversation was in English using the Zoom platform, as the participants are in Bangladesh. At first, codes were generated, and then themes were developed. Major identified themes were DES means use of apps, DES saves our valuable time and can reach more people, providing remote and instant services, blending both digital and manual service, lack of trust and misinformation, poor internet connectivity, lack of digital literacy, fear of technology and laggard mindset. Their organization also provided them enough support to work on DES. Their overall perceptions show great positivity and enthusiasm towards DES. They also mentioned young farmers' interest in DES instead of traditional service. However, issues like internet connectivity, the price of smartphones, and poor digital literacy of the farmers need to be addressed to get the full benefit of DES. The findings suggest that while DES is already making strides in increasing efficiency and reach, its widespread adoption depends heavily on resolving issues related to infrastructure, trust, digital literacy, and cultural acceptance. The study calls for a dual strategy: investing in digital infrastructure and training, while maintaining human-centered, in-person approaches to build credibility and foster adoption.