October 29th, 2008
LIRNEasia Study on Teleuse at the Bottom of the Pyramid
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(Cross-posted at my fellowship blog and MobiChange)
I recently came across an amazing study done by ICT4D research organization LIRNEasia on Teleuse at the Bottom of the Pyramid.
Here are the key findings from the 2006 study amongst 8660 respondents (including 6605 SEC D and E respondents) in India, Pakistan, Philippines, Sri Lanka and Thailand –
- At the BOP, access to phones (more than 90%) is much higher than ownership of phones (20% to 50%) due to heavy used of shared, borrowed and public phones.
- At the BOP, males are heavier users of mobile phones while females are heavier users of household landline phones.
- BOP users make an average of one call per day, mostly local, mostly 2-3 minutes long, mostly to stay in touch with family and friends.
- At the BOP, convenience, in terms of anytime accessibility, is the biggest driver in the purchase of both fixed and mobile phones. The ability to afford the initial cost (up to $50) of getting connected is the biggest reason for not buying a phone even though monthly charges are low (as low as $5).
- Most BOP phone owners (up to 70% in India) feel that owning a phone has improved their ability to earn or save.
- Only 35% of the BOP mobile phone owners in India use SMS (compared to 100% in Philippines) primarily because they don’t know how to use SMS (party due to low local language support) and the cost of an outgoing voice call is almost the same as the cost of a SMS.
- BOP mobile phone users adopt various cost-cutting techniques including making missed calls, using the mobile phone exclusively for incoming calls, making only mobile-to-mobile calls and making calls at off-peak hours.
- More than 95% of the BOP mobile phone users have pre-paid connections to control costs and avoid documentation. Most of them do infrequent top-ups once in a month or even longer (>90% in India).
- More than half of the BOP non-owners want to buy a phone in the next 2 years. Almost a third of them (skewed towards female and rural users) want to buy a fixed connection. Most of the prospective BOP phone users have incomes of less than $150 per month.
- Finally, almost 70% of the BOP respondents in India hadn’t heard of the internet yet in 2006 (wow!).
Here is a three part presentation on the findings — 1, 2, 3 — and here is a two part video report on the study — 1, 2 —
[...] find it interesting that from the bottom of the pyramid villager, to the upwardly mobile youngster in hi-tech Bangalore (and indeed New York and Tokyo), the core [...]