Connected Women Mapping the mobile money gender gap: Insights from Côte d’Ivoire and Mali APRIL 2017 GSMA Connected Women The GSMA represents the interests of mobile GSMA’s Connected Women works with mobile operators worldwide, uniting nearly 800 operators operators and their partners to address the barriers with almost 300 companies in the broader mobile to women accessing and using mobile internet and ecosystem, including handset and device makers, mobile money services. Together we can unlock software companies, equipment providers and this substantial market opportunity for the mobile internet companies, as well as organisations in industry, deliver significant socio-economic benefits, adjacent industry sectors. The GSMA also produces and transform women’s lives. industry-leading events such as Mobile World Congress, Mobile World Congress Shanghai, Mobile For more information, please contact us: World Congress Americas and the Mobile 360 Series of conferences. Web: www.gsma.com/mobilefordevelopment/ programmes/connected-women For more information, please visit the GSMA corporate website at www.gsma.com Twitter: @GSMAm4d Follow the GSMA on Twitter: @GSMA Email:
[email protected] Author: Elisa Minischetti THE CONNECTED WOMEN PROGRAMME IS SUPPORTED BY THE BILL & MELINDA GATES FOUNDATION AND THE UK DEPARTMENT FOR INTERNATIONAL DEVELOPMENT (DFID) MAPPING THE MOBILE MONEY GENDER GAP: INSIGHTS FROM CÔTE D’IVOIRE AND MALI CONTENTS 1. EXECUTIVE SUMMARY 4 6. BARRIERS TO MOBILE 32 MONEY UPTAKE AND USAGE 2. INTRODUCTION 8 Barriers for mobile phone owners: an overview 32 3. METHODOLOGY, 10 Mapping the barriers along the mobile 35 DEFINITIONS, AND SCOPE OF money customer journey THE RESEARCH Perceived lack of need 37 Poor understanding of the service 43 Methodology 10 Lack of money 45 The Mobile Money Customer Journey 11 Secondary barriers preventing women from 47 framework adopting and using mobile money Definitions 12 The impact of other socio-demographic 50 Scope of research 13 factors Women and mobile in Mali and Côte d’Ivoire: 14 A comparison 7.