We used the 2009 Southern Cotton Precision Farming Survey data collected from farmers in twelve U.S. states (Alabama, Arkansas, Florida, Georgia, Louisiana, Missouri, Mississippi, North Carolina, South Carolina, Tennessee, Texas, and Virginia) to identify reasons on why some adopt and others do not adopt precision farming techniques. Those farmers who provided the cost as the reason for non-adoption are farmers characterized by lower education level and small farm size. Among farmers who provided profit as a reason for adopting precision farming,   variables such as irrigation, education, computer, and university publication were significant.