ramona@movirtu.com / Copyright © 2011 Movirtu Limited, All Rights Reserved

Introduction Ramona Liberoff, EVP Marketing, Strategy and Planning ramona@movirtu.com +447794016128 Skype ramonalxyu

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Activities and Timing

This research programme had several stages:    

June 2011  

•  Expert interviews and desk research (June 2011)

July 2011  

•  Hypothesis formation and topic outline (July 2011)

August 2011  

•  Research conducted (August 2011)

September 2011  

•  Analysis and supporting quantitative data gathering (September 1-15 2011)

•  Launch to the public of the headline findings, audio guide, and 4 minute video (21 Sept 2011)

October 2011  

•  Customised presentations youth and education, mobile and technology, and farmers (ongoing)

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Women entrepreneurs

Farmers

Youth

Respondents chosen for fit with ‘leading edge’ segments

Qualitative depth groups 2.5 hours

Recruited ‘Competent Optimists’

Source: BMGF farmer study and TNS leader segments

We listened to 100 people in 3 countries

Photos’ source: Jonathan Kalan for Movirtu

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Women motivated by better life for kids

“I want to set a foundation for my children: to save some money for them so they continue in school.” Woman entrepreneur, Tanzania “Since I am not educated I am toiling hard. I want my kid to study well end up in good job and earn more” Farmer, India

“Every day I worry about my family and paying for education.” Farmer, Senegal

Source: Jonathan Kalan for Movirtu Source: Unicef

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A good strategy: education pays off

“The only job I have is my studies – I put all of my hope in them, they are my future. All I do is study and pray.” Youth, Senegal

Return on investment for secondary or tertiary education in Africa: >20%

Source: World Bank Knowledge for Development

Source: Procsilas via Flickr Source: BBC

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Secondary school: low and uneven

Secondary age in school, urban: 29.8% Secondary age in school, rural: 7.2% Urban-rural gap: 4:1 Source: World Bank Knowledge for Development

Secondary school gross enrollment ratio *, male: 7% Secondary school gross enrollment ratio, female: 5 % Source: UNICEF

Secondary age in school, male: 61% Secondary age in school, female: 52% Source: UNICEF

* Gross enrollment ratio, as defined by UNESCO, designates a nation's total enrollment "in a specific level of education, regardless of age, expressed as a percentage of the population in the official age group corresponding to this level of education"

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Schools are poor quality in rural areas

“The teachers are constantly on strikes: they took eight days off at a time” Woman entrepreneur, India

“Even though we have education there are no jobs-still I keep trying to grow a business” Youth, Senegal

Source: All rights reserved by dushyant_fst on Flikr  

Source: Jonathan Kalan for Movirtu  

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Farmer situation is stark

“In India a farmer commits suicide once every 30 seconds” Campaign on poverty portal.org

“A farmer is seen as nothing” Farmer, India

Source: Jonathan Kalan  

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Risks and worries for small farmers

“I took a risk to get a loan to expand my farming: I have to pay for water, for security-it’s complicated.” Farmer, Senegal “Life is a lot of challenges as farmers we encounter problems in weather condition, climactic changes, pests attacking.” Farmer, Tanzania

Over 30% 'worry all the time' about these issues among farmers in Tanzania

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ion Source: Jonathan Kalan for Movirtu

 

Source: BMGF farmer study (Tanzania)

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Difference in Web use by age (skew urban)

Overall Tanzania: mobile web use

12%

7%

4%

16-21 22-30 30+

8% male

3% female

Source: TNS Mobile Life  

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Youth enthusiastic about technology

“I feel the children go with the technology development, so they can come up-we are very backward let our kids understand and come forward and we will welcome.” Entrepreneur, India    

“Smartphones are good because if you have a smartphone you don’t need to go to the library.” Youth, Tanzania

Benefits of Internet in discussions: •  Access to better quality

information •  Saving time and money •  Reaching absent family •  Accessing government information

Source: Jonathan Kalan for Movirtu  

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Internet poses concern to parents “Kids do everything on the Internet. My ten year old child goes to cybercafes.” Woman entrepreneur, Senegal

Source: All rights reserved by Enterprising Schools on Flikr

“I don’t know much about it, that’s good because Internet can destroy the innocence of those who use it badly.” Woman entrepreneur, Senegal

“If I could turn off the Internet, I would. My children see things they shouldn’t.” Farmer, Senegal

“In technology, 75%is good and the remaining 25% is bad.” Woman entrepreneur, India

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A range of concerns

include affordability, risk of damaging devices

“I will have to find money to spend for the Internet and I do not have it.” Youth, Tanzania

“It worries me that new things are coming in, it will make us forget our traditions.” Entrepreneur, Senegal

“I might delete data because I do not know how to use.” Farmer, Tanzania

“My children tell me they look at school work but I see the girls on the bus always with two phones. I want to tell them to give their hands a rest! - I would not like that to be my daughter.” Woman entrepreneur, India

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Phones will become data capable - slowly

Even in 3-5 years, no more than 10-15% of population will have smartphones Number lower in rural areas

Data capable phones will be the biggest growth v smartphones

Now

The handset pyramid

Smart US$100 3-5%

Feature rich US$20-50 20-30%

Basic phones 75-87%

Carrier examples: Kenya: 0.5m 3G; 5m data-enabled Nigeria: 100k 3G; 2m data-enabled

3-5 years time

US$50 10-15%

US$15-30 30-40%

Basic phones 55-60%

Use of Snapto-style cloud browsers

Source: Balancing Act Source: Balancing  Act  Africa,  August  2011

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While more women farmers want information

21%   18%  

22%  17%  

11%  12%  

17%  19%  

21%   28%  

8%   7%  

 Male    Female  

Nearly 1/3 of women vs 1/5 of men are in the Competent Optimist segment

Source: J. Ehlers, UC Riverside.

Source: BMGF farmer study (Tanzania)

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15  

27   27  

31  

0  

5  

10  

15  

20  

25  

30  

35  

Female   Male   Both   Someone  else  

Tanzania  

% of registered who attend meetings

They are under-represented in formal groups

“It is my job to go to the farmer groups for advice” Male farmer, India

   

“You go to a group and they want money from you and it gets very complicated: we don’t want that” Woman entrepreneur , Tanzania

“I belong to Dahira Dabakh where Sunday evenings we meet at 4pm and sing prayers” Woman small farmer, Senegal

Source: Jonathan Kalan for Movirtu  

Source: BMGF farmer study (Tanzania)

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Informal group based games such as merry go rounds are key financial institutions – used to fund emergency situations / school fees / big events

“We all save in the chit funds: we use for medical expenses, school fees, sometimes buying things” Woman Entrepreneur, India

Self-help groups are prevalent (especially women) in all countries

Source: Joel Dousset via Flikr

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Self-help groups are most trusted with money

   

Repayment and contribution based on social obligation – doesn’t exist towards banks or MFIs

“There is a group at Namanga they are running if you injure yourself they send you to hospital and pay for it. If you die they incur all burial costs.” Woman Entrepreneur, Tanzania

Source: Jonathan Kalan

“FINCA come and take your furniture away” Woman Entrepreneur, Tanzania

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Universally BoP have felt the pinch

“Foodstuffs used to be less expensive, but now rice, oil, everything is very expensive” Woman farmer, Senegal

“The price of maize was 300, it is now 800, and the price of oil has gone up” Male farmer, Tanzania

“I sell at 5 or 6, and it can be sold for 15 or even 20 but farmers do not get the money” Male farmer, India

Source: Jonathan Kalan

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Mass media is trusted: plays key role

   

“My favourite character is Radhika: she does all bravely, she faces so much problems but happily finds solution” Woman entrepreneur, India

Radio is the most trusted medium in Tanzania: second is neighbours Television and cinema highly popular and influential with BoP in India “Where I am, there’s no electricity there, nor water, but there’s a radio there.” Farmer, Senegal

Source: Jonathan Kalan

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Cross media usage India and Senegal (BoP)

Radio  usage    

47% 46%

35%

45%

India   Senegal  

Male  

Female  

Mobile  Games  usage    

45%

29%

36% 31%

India   Senegal  

Male  

Female  

Source: TNS Mobile Life  

Source: TNS Mobile Life  

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