10.

MMUWorking Group

May 24, 2010

Hotel Intercontinental Rio de Janeiro, Brazil

Peter [email protected]

Tel. 1-202-341-0042

mailto:[email protected]

The AudienceScapes Project

InterMedia’s Worldwide Research Experience

EUROPE/CIS COUNTRIES:AlbaniaArmeniaAzerbaijanBelarusBosniaChechnyaGeorgiaKazakhstanKosovoKyrgyzstanMacedoniaMoldovaRussiaTajikistanUkraineUzbekistan

ASIA: BangladeshCambodiaChinaIndiaIndonesiaLaosNepalPakistanSri Lanka

SUB-SAHARAN AFRICA: Angola NigeriaBurkina Faso RwandaBurundi Somalia Chad SudanDR Congo TanzaniaEthiopia ZambiaGhana ZimbabweGuinea KenyaMaliMozambique

L. AMERICA/CARRIBEAN: Argentina MexicoBolivia NicaraguaBrazil ParaguayColombia VenezuelaCubaEcuadorGuatemalaJamaica Haiti

MIDDLE EAST/N. AFRICA: AfghanistanGulf CountriesEgypt IranIraqJordanLebanonMoroccoTunisiaTurkey


What Research Can Do For You: Learn about new technology “Early Adopters”

We ask: How long ago did you buy your first mobile phone? Early Adopters answer “more than 5 years ago.”We want to know: Do early adopters use their mobile phones differently than latecomers?

Kenya: SMS and Mobile Money

Send/R

eceive

SMS f

rom other

users

Send/R

eceive

SMS a

lerts

(operator/o

ther)

Make F

inancia

l Tran

sactions

01020304050607080

More than 5 years ago 3-5 years ago 1-2 years ago Less than 1 year ago

Ezra MbogoriExecutive Director Akiba Uhaki Fund

Project Focus: Human Rights and Social Justice

“We want to use ICTs more in our human rights and social justice communication and outreach work….This [research] was very useful in terms of finding out who has access to what medium.”

The AudienceScapes research also clarifies “some of the claims different media outlets put out about being the most-watched station and that sort of thing.”

“We need this for more of East Africa – like Tanzania and Rwanda.”

World Bank Kenya OfficeAfrica Region

Project Focus: Impact for the Poor of Cell Phones and Mobile Money Transfers

Using AudienceScapes and other data to assess reach and impact as an aid for future programmatic strategy in Kenya and elsewhere in the East African region.

Gabriel DemombynesSenior EconomistWorld Bank, Nairobi

Millicom Ghana (Tigo)

Project Focus: Mobile Money for the Unbanked

Working with GSMA Development Fund to make mobile money services available to the poorest Ghanaians

“Our service will be focused on providing the unbanked and under-banked with easy access to a money storage and transfer service.” - Khuen How Ng, Head of Commercial Projects

MTN Zambia

Project Focus: Mobile Money Market Assessment

Analyzing data in other African countries and in Zambia to assess prospects for mobile money products in Zambia.

“There is great need for this baseline analysis [on mobile use] so we can understand the market….This will be a great help in Zambia.” – Daniso Ndolo, Market Analyst, MTN Zambia

Kenya - Banking Access and Banking Use

Type of Banking Access Percent Nationally Percent of Women Percent of Rural Residents

Percent of “Low Income”

Percent of Youth 15 to 29

Neither type 32% 31% 37% 41% 38%

Informal only 15% 19% 18% 16% 11%

Formal only 14% 11% 10% 10% 17%

Both formal and informal 39% 39% 35% 34% 34%

Type of Bank Used in the Last 12 Months Percent Nationally Percent of Women Percent of Rural Residents

Percent of “Low Income”

Percent of youth 15 to 29

Neither type 56% 57% 59% 68% 66%

Informal only 16% 21% 19% 17% 11%

Formal only 13% 8% 10% 8% 13%

Both formal and informal 15% 14% 12% 6% 11%AudienceScapes National Survey of Kenya, July 2009. N=1987 adults (15+) (excluded 13 respondents who answered “Don’t Know” or “Refused”) for access, N=1988 adults (15+) (excluded 12 respondents who answered “Don’t Know” or “Refused”) for use.Definitions: Formal Banking: Bank, banking cooperative, or sacco. Informal Banking: Savings club or chama. Low income: Self-reported economic status of “We don’t have enough money even for food” or “We have enough money for food, but buying clothes is difficult.”

Kenya - Experience Using Financial ServicesFinancial Services Whole Sample Opinion Leaders

Access to a bank, banking cooperative or sacco 53% 72%***

Access to a savings club or chama 53% 77%***

Have a bank account 32% 45%**

Used a bank, banking cooperative or sacco to save money in the last 12 months28% 39%**

Used a savings club or chama to save money in the last 12 months31% 50%***

Used a bank, banking cooperative or sacco to borrow money or use credit to buy products in the last 12 months 8% 10%

Used money lenders or other creditors to borrow money or use credit to buy products in the last 12 months 13% 24%***

Used a money transfer service in the last 12 months 42% 44%

Receive government payments or pensions 5% 7%

Use a budget to keep track of income and expenses 47% 85%***

Have insurance (e.g., house, vehicle, crop, cattle) 7% 14%**AudienceScapes National Survey of Kenya, July 2009. N=2000 adults (15+) (106 opinion leaders). **=Differences between this group and the rest of the sample is significant at the 10% level. **=Differences significant at the 5% level. ***=Differences significant at the 1% level. “Sacco” is a savings and credit cooperative.

Quantitative Surveys: Findings

Many mobile phone users are borrowing from others,

or even using a SIM in someone else’s handset

10%

60%

6%

24%

Types of Mobile Phone Accessin Kenya

Did Not Use a Phone Within the Last Year

Own a Phone

Purchase SIM Cards to Use in Others' Phones

Do Not Purchase SIM Cards

AudienceScapes National Survey of Kenya, July 2009. N=2000 adults (15+)

Phone Users Who Do Not Own a Phone:

Don't know

I have not heard of these services

I do not trust these mobile services

I prefer to conduct financial transactions in person

I do not need to use these mobile services

These mobile services are too expensive

I find these mobile services too difficult to use

These mobile services are not available to me

I do not have access to a mobile phone

Lack

of I

nter

est/

Trus

tBa

rrie

rs to

Use

3%

5%

6%

25%

26%

8%

11%

15%

33%

Kenya - Reasons for Not Using Mobile Money% of Non-Users Who Listed Each Response as One Reason They

Do Not Use Mobile Money

AudienceScapes National Survey of Kenya, July 2009. N=832 adults (15+) who had never used a mobile phone for financial transactions of any kind

No Formal Education

Primary (complete or incomplete)

Secondary (complete or incomplete)

Post-Secondary, Vocational

University Degree or Higher

North Eastern

Coast

Eastern

Nyanza

Rift Valley

Western

Central

Nairobi

Educ

ation

by

Cate

gory

Reg

ion

15%

39%

68%

85%

94%

30%

34%

42%

55%

56%

59%

67%

89%

Kenya - Mobile Money Usage Breakdowns% of Each Region/Educational Category Who Reported Using a

Mobile Money Service at Some Time

AudienceScapes National Survey of Kenya, July 2009. N=2000 adults (15+)


What Research Can Do For You: New ICT adoption and use - “Early Adopters”

We ask: How long ago did you buy your first mobile phone? Early Adopters answer “more than 5 years ago.”We want to know: What made the first wave of mobile phone owners unique?

Ghana Kenya

Less than 1 year ago

1-2 years ago 3-5 years ago More than 5 years ago

How long ago did you get your first mobile phone?

60

40

20

0

Pe

rce

nt

Women

Men

Gender

Less than 1 year ago

1-2 years ago3-5 years agoMore than 5 years ago

How long ago did you get your first mobile phone?

60

40

20

0

Pe

rce

nt

Female

Male

Gender

• Early adopters had more education, on average, than later adopters • Three quarters were between 15-45• Early adopters were wealthier than later adopters, but still only 30

percent said their families can afford to buy expensive goods• Rates of early adoption were much higher among men than women

• Early adopters had more education, on average, than later adopters • Early adopters were wealthier than later adopters, but still only 35 percent

said their families can afford to buy expensive goods• Rates of early adoption were much higher among men than women• Rates of early adoption were much higher in urban areas than in rural

areas


What Research Can Do For You: Learn about new technology “Early Adopters”

We ask: How long ago did you buy your first mobile phone? Early Adopters answer “more than 5 years ago.”We want to know: Do early adopters use their mobile phones differently than latecomers?

Kenya - Men Kenya - WomenUse your mobile phone

to… dailyEarly Adopters(>5 years ago)

Recent Purchasers

(< 1 year ago)

Send/Receive SMS from other users 65% 32%

Send/Receive SMS alerts (operator/other) 16% 3%

Listen to the Radio 15% 5%

Make Financial Transactions 13% 2%

Access the Internet 14% 0

Watch TV 2% 0

Use your mobile phone to… daily

Early Adopters(>5 years ago)

Recent Purchasers

(< 1 year ago)

Send/Receive SMS from other users 72% 36%

Send/Receive SMS alerts (operator/other) 17% 4%

Listen to the Radio 29% 9%

Make Financial Transactions 19% 0

Access the Internet 17% 2%

Watch TV 6% 2%

Contacts:

Peter GoldsteinProject [email protected](M): 1-202-341-0042

Alex Wooley VP - Business [email protected]



10.

Business

Transcript of 10.