In quarterly tracking studies through fall 2012, InterMedia is monitoring trends in
awareness and use of mobile money in Tanzania, for the benefit of the financial access
This first quarterly report, covering the period Sept-Nov. 2011, provides a concise
view on levels of awareness and use, triggers and deterrents to use, what alternatives
to mobile money services are being used, and perspectives on successful marketing
of mobile money services.
As Key Points this report shows:
Ownership of a mobile phone in Tanzania is high with more than three-quarters (78
percent) of Tanzanians having household ownership of a mobile phone and 63 percent
having personal ownership.
General awareness of mobile money (MM) services in Tanzania is almost
universal with 93 percent of Tanzanians aware of at least one brand of mobile money
services. However, only about a quarter of the population (24 percent) is actually
Use of mobile money is not even across demographic characteristics.
Usage of mobile money is positively associated with ownership of mobile phones.
Income often not a factor in usage of MM applications.
MM usage still restricted to sending and receiving money.
Non-MM users are not yet convinced that MM is reliable, trustworthy, or convenient.
Rural females living below the $1.25/day PPP poverty line, the population
least likely to use MM currently, express the most interest in the products safety,
security and convenience.