Tracking Mobile Money Use in Tanzania

In quarterly tracking studies through fall 2012, InterMedia is monitoring trends in awareness and use of mobile money (m-money) in Tanzania, for the benefit of the financial access stakeholder community.

Tanzania Tracking Survey: Year End Report

Tanzania Year End CoverMobile money use nearly doubled in Tanzania, increasing from 24 percent to 45 percent of the adult population, according to a year-long tracking study by InterMedia. Awareness of mobile money services has now reached saturation, with 99 percent of adults able to name or recognize at least one service provider. The report, Mobile Money: A Path to Financial Inclusion, summarizes the key findings from all four waves of the study.

The report also cites barriers people face when trying to use mobile money. The lack of access to an agent, and the lack of understanding of how mobile money services work were the most common reasons people reported for not using mobile money.

The research, funded by the Bill & Melinda Gates Foundation,was conducted between September 2011 and October 2012, and was designed to understand mobile money awareness and use, as well as the drivers and barriers to mobile money expansion. This study is part of a broader body of research into mobile money's potential to help more people gain access to financial services.

The Wave Four report is available here.

The Wave Three report is available here.

The Wave Two report is available here. 

The Wave One report is available here.

For more information about the Tanzania Mobile Money Tracker project, contact:

Peter Goldstein
Director of Foundation Relations, InterMedia
tel. +1.202.434.9584

Tanzania Media Environment (Summary) 

This profile uses AudienceScapes data from a nationally representative survey of Tanzania to describe how people of different social groups gather, share and access information through mass media – radio, television and newspapers. We also focus on whether the presence of mobile phones can further augment information dissemination using SMS and mobile radio.

See Full Report (PDF)

In Depth Research

Media and ICT Access- Media access broken down by region and we profile both national and regional media outlets.

Regular Media and ICT Use - Tracking those who regularly use mass media and examine communal use of media.

Barriers and Obstacles to Adoption - It is equally useful to understand non-users -- such groups are often of interest to media development practitioners, and our research can show who they are and what barriers to information access they face.

Special Focus: Media Outlet Preferences in Radio, Television & Newspapers - In addition to focusing on overall media access and use,  AudienceScapes research can help you narrow down on popularity of specific broadcast outlets across media, and across demographic differences.

Special Focus: Regional Breakdown- A Guide to Communicating Within Each Region in Tanzania- For development practitioners planning communication strategies in specific regions within Tanzania, it might be more effective to focus on the media-information environment in that specific region, than to look at overall national trend.

Special Focus: News and Information Access and SharingHow do Tanzanians ACCESS information? And what are their OPINIONS on the information sources accessible to them? How do they SHARE the information accessible to them? And finally, what are our RECOMMENDATIONS for development practitioners...

Main Recommendation from Our Research

In order to maximize dissemination of information, development practitioners should combine radio broadcasts with interpersonal communication among established word-of-mouth networks (friends and family) through SMS. This approach takes into consideration the following: Tanzanians have high access to (radio), they regularly receive information from their friends and family, and they have high access to mobile phones, which they still don’t use effectively for sharing information. See more......

 Lessons from Tanzania: Mobile Money for the Unbanked

There is considerable interest in using mobile phones to increase citizens'access to efficient and affordable financial services in developing countries. The July 2010 AudienceScapes national survey of Tanzania queried respondents on their use and knowledge of mobile money, with a view toward answering two key questions: Who uses these services in Tanzania? Are users mainly those who previously had access to other banking services, or do they include the poorest and the largely unbanked Tanzanians at the so-called “bottom of the pyramid” (BOP)?

Special Focus: Public Opinion on Millenium Development Goals and Development Priorities
The survey results from the 2010 AudienceScapes survey in Tanzania helps shed light on the countries progress on key Millennium Development Goals(MDGs) and development priorities as viewed by its citizens. Rural-urban differences on development priorities reflected differences in access to amenities. Click here to see more....


Health Communication and Information Access

HIV/AIDS Education in Tanzania: Survey Shows Demand for Better Information

Despite numerous national campaigns and millions of dollars spent on education and health services,HIV/AIDS prevalence rates in Tanzania remain at epidemic levels. But what are the best ways for public health professionals to deliver information about HIV prevention to these populations? Using our 2010 national survey of Tanzanians, the AudienceScapes team outlines some key guidelines.


Malaria Education in Tanzania: Tapping All Means of Outreach

Malaria remains the leading cause of both morbidity and mortality in Tanzania, especially among young children, despite a 50 percent reduction in infection rates over the past decade. Clearly, there is an ongoing need to educate the public about malaria's causes and methods of preventing infection. How can public health officials best reach Tanzanians in need of information about malaria? The AudienceScapes survey data provide some clues.