This originally appeared on Mobile Payments Today.
Tanzania’s first mobile money service, M-PESA, was launched less than a year after it started in neighbouring Kenya, but adoption has been much slower in Tanzania. Consumers, especially women, face a myriad of barriers to mobile money uptake and regular usage. During my fieldwork in Tanzania, I met with a number of women, both mobile money non-users and users, to learn more about these barriers. I also explored opportunities for the mobile money industry to overcome these challenges and develop a compelling case for women to use mobile financial services.
The women users I spoke with were using mobile money mainly for remittances of under TSH 20,000 (approximately US$13). Some used the service for business, but most transactions were personal. Many of the women who reported receiving remittances had married men from other towns or villages and had thus moved, and were receiving money from family at home. The frequency of mobile money usage varied from every two months to as many as seven times a month.
The women I spoke with suggested that using mobile money has improved their lives because of its ease and convenience. However, they also shared stories about agents charging more than the commission rates set by the operators, forcing users to pay more than they should to withdraw and deposit their money. For some, this extra cost was acceptable because it was still lower than the costs of travelling to obtain the money by other means; for others, they did not have agents nearby so they incurred this fee on top of the time and cost to reach the closest agent.
In rural areas, respondents suggested that families live so close together that there is less need for remittances. However, learning more about women’s lifestyles and money management practices still highlights the potential role of mobile money in this context. For example, nearly three quarters of the population relies on agriculture-related activities for income; people keep crops such as maize as savings, liquidating only when there is an immediate financial need. One group of women acknowledged that they may not get the best price when they sell their crops like this, but they also feared the money would be misspent if they sold sooner.
Key questions we are continuing to probe include: How could mobile savings impact the families in these areas? What would be the best way to structure such services and how could mobile operators best communicate about the service to potential users? The answers to these questions – and more – will be reflected in the final report to be released later this month.
Kristy Bohling, an associate with Bankable Frontier Associates, conducted qualitative fieldwork in Tanzania. A video of Ms. Bohling discussing her research is also available.