Bop findings for devs by iHub research & Research Solutions Africa
Upcoming SlideShare
Loading in...5
×
 

Bop findings for devs by iHub research & Research Solutions Africa

on

  • 343 views

 

Statistics

Views

Total Views
343
Views on SlideShare
343
Embed Views
0

Actions

Likes
0
Downloads
6
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Bop findings for devs by iHub research & Research Solutions Africa Bop findings for devs by iHub research & Research Solutions Africa Presentation Transcript

  • BoP  Kenya  Study  Findings  -­‐  For  DevsiHub Research & Research Solutions AfricaMay 2013Thursday, May 2, 13
  • BoP• We  used  $2.50/day/person  income  line  and  adjusted  for  purchasing  power  parity  (PPP)  in  2006  prices.  This  comes  to  a  poverty  line  of  approximately  2,646.20  Kenyan  Shillings  per  person  per  month.• Also  used  Living  Standards  Measure  (LSM)  to  categorize  and  screen  our  respondents.  • The  two  methods  supported  each  other  and  all  those  categorized  as  BoP  fit  both  requirements  ($2.5/day/person/PPP)  and  LSM  (category  1  -­‐  10).Thursday, May 2, 13
  • Summary  of  targeted  and  achieved  survey  outputsThursday, May 2, 13
  • Thursday, May 2, 13
  • Key  informant  interviewsFocus  group  discussions  Face-­‐to-­‐face  interviews  Desk  researchDiariesData  Sources:Thursday, May 2, 13
  • Major  FindingsThursday, May 2, 13
  • Demographics!Thursday, May 2, 13
  • NaWonal  PopulaWon  Pyramid!Thursday, May 2, 13
  • LiXle  Sharing  of  Handsets• 93%  had  1  mobile  phone• 65%  do  not  share  their  handset  with  anyone  else  in  the  household• 32.6%  had  more  than  1  SIM  cardThursday, May 2, 13
  • Mobile  Service  ProvidersOur  studySafaricom..........94.8%Airtel.................22.2%Essar  Yu.............13.3%Orange...................4%NaWonal  Market  SharesSafaricom........65.3%Airtel...............15.3%Orange............10.6%Essar  Yu...........8.7%Source: CCK 2012 (Quarter 3 Report)30% use more than 1 MSPThursday, May 2, 13
  • Why  Safaricom?Others:-­‐  Cheaper  services-­‐  Free  talk  Wme/SMSSafaricom:-­‐  “Most  of  my  friends  are  on  the  same  network.”-­‐  NaWonal  network  coverage-­‐  M-­‐Pesa!!  (68%  of  respondents)Thursday, May 2, 13
  • AddiWonal  Services  Desired0%8%15%23%30%28%22%19%12%11%5%4%Health infoEducational infoGov/CDF infoOtherAgri infoJob advertsBusiness/commodity pricesThursday, May 2, 13
  • Phone  FuncWonaliWes• Calculator  (97%)• Alarm  (94%)• Clock  (93%)• Torch/flashlight  (50%)• Web  browser  (42%)• QWERTY  keypad  (15%)  -­‐-­‐>  “smart”  phones?66%  prefer  their  current  phone  because  it  has  “all  the  funcWonaliWes  I  need.”Thursday, May 2, 13
  • Phone  AcWviWes/Services• 100%  make/receive  calls• 82.7%  send/receive  SMS• 78%  send/receive  money  via  mobile  (higher  than  country-­‐wide  usage,  ~  50%)Source:Anjana Ravi and Eric Tyler. Savings for the Poor in Kenya May 2012..Thursday, May 2, 13
  • Mobile  Internet  usage25.3%  of  BoP  browse  the  Internet  on  their  mobile  handset.Surprising?  Or  not...In  the  latest  CCK  report  (Q1  2013),  for  the  quarter  ending  in  Dec  2012,  40%  of  Kenyans  were  accessing  Internet.99%  of  Kenyan  Internet  users  access  via  mobile  GPRS/EDGE  or  3G.Further,  many  MNOs  offer  special  deals:Essar  Yu  -­‐  free  Facebook  browsingOrange  Kenya  -­‐  free  Wikipedia  access!Thursday, May 2, 13
  • Mobile  Internet  (conWnued)0%7.3%14.5%21.8%29.0%Internet browsing on mobile handset19%29%Urban RuralThursday, May 2, 13
  • $  making  potenWal  via  mobile• 83%  of  those  who  had  earned  money  by  having  a  mobile  phone  did  so  by  directly  geong  more  work  because  they  were  more  “reachable.”• BUT  only  22%  of  all  study  respondents  said  that  they  had  earned  money  through  the  use  of  their  mobile  phone.• It  seems  that  microwork  has  sWll  yet  to  reach  the  BoP  in  Kenya.Thursday, May 2, 13
  • Phone  Expenses• 75%  afford  airWme  through  income  from  their  businesses  or  formal  employment;• About  half  get  their  airWme  from  someone  else  (employer,  parents,  relaWves,  spouse).Thursday, May 2, 13
  • Forgone  items• 21%  of  respondents  had  foregone  some  usual  expenditure  in  order  to  reload  their  mobile  phone  with  airWme.• On  average,  those  that  do,  forgo  approx.  72  Ksh  (86  US  cents)  a  week.  (max  999  ksh,  min  10  ksh).• Most  people  forgo  food  stuff,  or  bus  fare.Thursday, May 2, 13
  • Charging  of  MobilesThursday, May 2, 13
  • Awareness  of  ServicesCallingMM TransferSMSAirtime borrowingTracking lost phonesCommodity pricesInternet BundlesBonga PointsSkiza tunes0% 25.0% 50.0% 75.0% 100.0%0%0%1%5%16%92%98%98%100%Thursday, May 2, 13
  • Methods  of  Learning  About  Products• 41%  had  learned  of  M-­‐Pesa  from  the  TV  and/or  radio.  Other  than  TV/radio,  awareness  of  a  service/product  largely  came  from  relaWves  and  friends.Source: Internews Dadaab Report 2011.Thursday, May 2, 13
  • Actual  Usage• In  terms  of  actual  use,  • calling  (100%),  • SMS  (85%),  • M-­‐Pesa  (84%),  and  • borrowing  of  airWme  (73%)  were  used  by  the  greatest  number  of  people  at  the  BoP.Thursday, May 2, 13
  • To  Discuss:• How  relevant  is  this  info  for  you  as  a  mobile  service  developer?• How  many  of  you  have  gone  to  the  field/interact  regularly  with  BoP  users?  Why/why  not?• Do  these  findings  match  your  experience?• Is  there  other  informaWon  that  would  be  useful  for  you  as  a  developer  for  the  BoP?Thursday, May 2, 13
  • Thank  you!Comments  &  SuggesWons  appreciated.AngelaC:  angelac@ihub.co.keJasperG:  jasper@researchsoluWonsafrica.comThursday, May 2, 13