Exploring demographic differences in the adoption of mobile money: M-PESA in Kenya

Godwin C. Ariguzo and D. Steven White

International Journal of Electronic Marketing and Retailing, 2013, vol. 5, issue 4, 340-358

Abstract: 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).

Keywords: mobile marketing; m-marketing; mobile commerce; m-commerce; mobile money; m-money; mobile transfers; m-transfers; retail payment systems; digital wallets; adopters; non-adopters; mobile technology; M-PESA; Kenya; demographic differences; demographics; gender; age; income; education; location; rural areas; urban areas. (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=60265 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:5:y:2013:i:4:p:340-358

Access Statistics for this article

More articles in International Journal of Electronic Marketing and Retailing from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().