Nitika Williams, Aditi Mathur and Harsh Saharan
IABM, SKRAU, Beechwal, Bikaner- 334006
In the world of technology farmers are also using technology significantly for gathering information regarding new technologies in the market, subsidies, weather forecasts, and agricultural inputs farmers are now more technophile compared to last decade. Study explored the farmers information seeking patrons, source from they want to seek information and various sources and channels of agricultural information utilized by farmers. Many countries recognize that knowledge is power and a critical resource for overall growth. In the context of agriculture and farming, information is an essential input for continuous improvement in all aspects. The progress of modern civilization is highly dependent on the timely availability of relevant and accurate information in the right format Effectiveness and usefulness of source used by farmers. Farmers were preferred in today’s generation more likely to use digital media because of ease of use, effectively and fast from print media and gave instant solution. Significance of study were this initiative helped in identifying the information that farmers are most interested in finding and that they believe to be most useful, and this initiative provided insight into how farmers use the information, or, more specifically, what the information's efficacy is. The study highlights potential of information and technology in modern agriculture and shows a great unexplored sector to start a venture in which every solution and information can provide on one platform so ease of use and effectiveness should increase. To analysis of data chi- squared test, independent sample t-test and factor analysis were used in the study.