JAEQM

This study examined the use, accessibility, and economic implications of ICT tools among fish marketers in Oyo State, Nigeria. Using multistage sampling, 245 respondents were selected across Ibadan/Ibarapa, Oyo, and Ogbomoso ADP zones. Data from structured questionnaires were analyzed with descriptive statistics, gross margin, and regression analyses. Mobile phones, radio, WhatsApp, and Facebook were most used, while AI and YouTube were emerging tools. Cost and returns analysis showed strong profitability (total revenue ₦24.8m, gross margin ₦198.9m, net profit ₦165.2m, BCR 2.99). Regression results revealed that television, internet, computer ownership, age, gender, marital status, cooperative membership, and location significantly affected income, while marketing association membership had a negative effect. Major constraints included poor credit access, erratic power, price fluctuation, and high ICT cost. ICT adoption enhances profitability and market efficiency

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