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BACKGROUND: Although a great deal of research has examined the impact of socialized pest control service, few studies have discussed the relationship between socialized pest control service and pesticide use intensity. In particular, the literature ignores the impact of advanced application technologies (drone sprayers) on the intensity of pesticide use by farmers. RESULTS: Based on a survey of 1185 rice growers in Hubei Province, China, this study found that 64.13% of the sample farmers used pesticides more than three times in one rice season. Importantly, socialized pest control services have a significant negative effect on the pesticide use intensity of farmers. Compared to the sample that did not purchase the service, farmers who purchased socialized pest control services demonstrated 9.30% less pesticide intensity. Further, there was a significant difference among farmers using different application devices on pesticide use intensity. Compared to the sample using ground backpack sprayers, farmers using drone sprayers used 12.40% less pesticide intensity. CONCLUSION: This study found that the frequency of pesticide use by farmers during rice cultivation was generally high. Socialized pest control services have played a positive role in reducing the intensity of pesticide use, especially with the more obvious pesticide reduction effect of the adoption of drone sprayers. Therefore, improving socialized pest control services and promoting advanced equipment such as drone sprayers may be an important way to reduce the use of pesticides in China. © 2023 Society of Chemical Industry. [ABSTRACT FROM AUTHOR]