CONNECT A SCHOOL, CONNECT A COMMUNITY

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 stakeholder community. 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 using MM. 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 product’s safety, security and convenience. Full Report (Source: InterMedia)