Types of Research
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In this report we analyze three waves nationally-representative household survey data from Kenya, Uganda, Tanzania, Nigeria, Pakistan, Bangladesh, India, and Indonesia to explore sociodemographic and economic factors associated with mobile money adoption, awareness, and use across countries and over time. Our findings indicate that to realize the potential of digital financial services to reach currently unbanked populations and increase financial inclusion, particular attention needs to be paid to barriers faced by women in accessing mobile money. While policies and interventions to promote education, employment, phone ownership, and having a bank account may broadly help to increase mobile money adoption and use, potentially bringing in currently unbanked populations, specific policies targeting women may be needed to close current gender gaps.
Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.