This research explores the social-cultural factors influencing learners' preferences for Open and Distance Learning (ODL). Specific objectives were to investigate the social-cultural factors influencing learners' choice of ODL, and the role of higher education in promoting preference for ODL and to identify challenges facing ODL. Case study design and a qualitative approach were used. A purposive sample of 33 respondents was selected. Focus Group Discussions (FGD) and interviews were employed to collect the data. Thematic data analysis was conducted based on three study themes. The findings revealed that time flexibility, accessibility to course instructors, user-friendliness and access to e-learning materials, and the online examination programmes influence learners' preference for ODL. However, ODL is faced with time constraints, inadequate e-learning materials, shortage of skilled facilitators, poor rural electric services and connectivity, and a surge in enrollments without corresponding support services. Higher learning institutions should create a supportive learning environment to facilitate more learners' preference for ODL.