-
Exploring demographic differences in the adoption of mobile money: M-PESA in Kenya
July 7, 2014 Editor 0
Mobile money is an innovative concept that has a fundamental impact on how marketing exchanges and transactions are consummated. The concept of exchange and payment is at the core of marketing and the ultimate conclusion of an effective marketing strategy. How consumers pay for goods and services profoundly impacts the frequency and quality of products purchased. Despite its diffusion and adoption, mostly in developing countries, scant research exists regarding the characteristics of adopters of mobile money. Using the most successful implementation of mobile money globally, M-PESA in Kenya, demographic differences between adopters and non-adopters of mobile money are examined. Data is collected from 1,975 respondents covering all eight Kenyan provinces. Significant differences between the two groups exist for the variables of gender, age, income, education and location (rural versus urban).
Go to SourceRelated Posts
How to iterate a HashMap in Java
Ethiopia: IBM Develops Plan to Enhance Ethiopia’s Trade and Streamline Governance- East African cassava research gets major funding boost
Inter-organizational knowledge transfer: the perspective of knowledge governance
Africa RISING technologies offer Ghana farmers opportunity to earn three times more- Modeling and simulations of a micro solar power system
Gender equality in the post-2015 agenda: the importance of social norms for inclusive development – OIF / DEV High-Level Panel Changes to intellectual property policy in South Africa: putting a stop to evergreening?
