Teleuse@BOP4: Preliminary findingslirneasia.net/wp-content/uploads/2010/07/TaBOP4-LK-v6.pdf · Gujarat 268 Chonburi 59 Tamil Nadu 326 Karnataka 272 2050 1834 3181 1200 800. AGENDA

Teleuse@BOP4: Preliminary findings

Ayesha Zainudeen, Senior Research Manager

23 November 2011, Colombo

The work was carried out with the aid of a grant from the International Development Research Centre, Ottawa, Canada (www.idrc.ca) and UKaid from the Department for International Development, UK (www.dfid.uk).

Understanding emerging Asian BOP's use of ICTs (mostly phones) via Teleuse@BOP studies

• Multi-country studies conducted in 2005, 2006, 2008, 2011– Bangladesh, Pakistan , India, Sri Lanka, Indonesia (Java), Philippines, Thailand

– Quantitative (representative survey) and qualitative research conducted

• Target group: BOP teleusers aged 15-60– BOP defined as Socio-Economic Classification (SEC) groups D and E

– Teleusers defined as having used any phone in previous three months

• Different methodology and target group (USD1.25/day group) in Java

2

SEC D+E vs. USD2/day comparison

Bangladesh Pakistan India Sri Lanka Thailand

SEC D+E (% of population)

73 59 69 44 33

Less than USD2 per day (% of population)YearSource: World Resources Institute

842000

802004

742002

432003

252002

Actual population proportions

3

2011 focus on productive use of ICTs

• Representative sample of BOP teleusers (6 countries)– Questions on how ICTs used for productive uses; perceptions of

economic benefits, etc.

• Non-representative sample of agricultural micro-entrepreneurs: Growers (farmers) & non-growers (4 countries)– Questions on knowledge and information needs, sources, uses, etc, as

well as ICT use.

– Separate presentation follows

Sample sizes

Bangladesh Pakistan India Sri Lanka [1] Java[2] Thailand Total

BOP teleusers

2,050 1,835 3,181 1,200 1,088 800 10,154

Margin of error @ 95% CL (%) + 2.% + 2% + 2% + 3% + 2% + 4%

5[1] Sri Lanka: Includes North and East[2] Java region only; separate sampling procedures and BOP definition used

Multi-staged stratified sampling by probability proportionate to size to ensure representation of target group

• Primary sampling units (Regions/states/provinces/districts) randomly selected in 2006; kept the same for comparison in 2008 and 2011.

• Within selected PSUs, urban and rural centers randomly selected

• Within selected urban and rural centers, starting points randomly selected– Number of starting points within each center determined in

proportion to its population

– 10 HH per starting point selected using right-hand rule• Kish grid used to select from eligible respondents within HH

Study locations

Bangladesh Pakistan India Sri Lanka ThailandDhaka 697 Sindh 421 Uttar Pradesh 853 Western 169 Chiang Mai 85Chittagong 111 Punjab 1062 Harayana 114 Central 162 Pisanulok 86Sylhet 154 Baluchistan 96 Assam 146 Southern 131 Suratthani 36

Rajshahi 623Khyber Paktoon Khuwa

254 Tirupura 18North Western & North Central

203 Songklah 37

Khulna 303 West Bengal 440Uva & Sabaragamuva

231Nakornrachasima

218

Barisal 161 Bihar 448Northern & Eastern

304 Khonkaen 215

Rajasthan 294 Nakornsawan 63Gujarat 268 Chonburi 59Tamil Nadu 326Karnataka 272

2050 1834 3181 1200 800

AGENDA

• SAMPLE PROFILE

• ACCESS

• MOBILE OWNERSHIP AND USE

• MORE-THAN-VOICE

• PERCEIVED BENEFITS

• QUALITY OF SERVICE

• SUMMARY

8

SAMPLE PROFILEFindings

9

Sample profile

10

Gender Age Location

Male (%) Female (%) Mean SD Urban (%) Rural (%)

Bangladesh 49 51 33 12 26 74

Pakistan 42 58 31 10 38 62

India 45 56 32 12 19 81

Sri Lanka 40 60 35 12 15 85

Java 52 48 34 13 25 75

Thailand 49 51 36 13 43 57

Majority either have no or irregular personal incomes

11

6%

25% 21%

5%

31%

0%

1%0%

5%

1%38%

9%24%

41%

40%

56%65%

54% 50%

28%


Personal income status (% of BOP teleusers)

No personal income

Irregular personal income

Regular and irregular personal income

Regular personal income

12

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Primary occupation (% of BOP teleusers)

Other

Unemployed, retired

Housewife

Student

Agriculture sector worker (incl. farmers)

Clerk, supervisor, office executive

Shop owner, businessman, self-employed

Petty trader

Skilled worker

Unskilled worker

Most of BOP only have primary education

13Among BOP teleusers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Bangladesh Pakistan India Sri Lanka Java Thailand

Highest educational achievement (% BOP teleusers)

University

Diploma, technical/vocational education

Secondary schooling

primary schooling

No formal schooling

ACCESSFindings

14

90% of BOP have used a phone in previous 3 months


2008 95% 96% 86% 88% - 77 %

2011 99% 96% 89% 90% 90% 91%

15

Used a phone in the last 3 months (% of BOP)

Among BOP (OUTER SAMPLE)

LK BOP are regular users; relatively more frequent users

16

Among BOP teleusers

70% 69%

50%

85%70%

85%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Last time respondent used a phone (% of BOP teleusers)

About 1-2 months ago

About 3-4 weeks ago

About 2-3 weeks ago

About 1-2 weeks ago

During the last week

Today / Yesterday

Sri Lanka 2008 vs 2011: 19% increase in BOP who made a call on the "day" of the survey

17

Among BOP teleusers

83% 86%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Urban Rural

Last time respondent used a phone (% of BOP teleusers)

Between 2-3 months ago

Between 1-2 months ago

Between three to four weeks ago

Between 2-3 weeks ago

Between 1-2 weeks ago

During the last one week

Today / Yesterday

Rural BOP in Sri Lanka on par with urban BOP

18

Among BOP teleusers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Most frequently used phone (% of BOP teleusers)

Public access phones

A friends or relatives phone **

A neighbours phone *

Other household members personal phone

I use the household (common) phone

I use my own phone

95% of BOP have access within the household

19

Among BOP teleusers

Sri Lanka 2006-2011: Fall in public phone and increase in household access

20

Among BOP teleusers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2006 2008 2011



A friends or relatives phone

A neighbours phone

Other household members personal phoneI use the household (common) phone

I use my own phone

More females using household phones and others' phones within household

21

Among BOP teleusers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Male Female


Public access phones (E.g. Public pay phone booths, telecomm

A friends or relatives phone (who is not a neighbour)

A neighbours phone (can include friend or relative)

Other household members personal phone

I use the household (common) phone

I use my own phone

More reliance on other peoples' phones in rural areas

22

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Urban Rural



A friends or relatives phone

A neighbours phone

Other household members personal phoneI use the household (common) phone

I use my own phone

Among BOP teleusers

Fixed phones popular only in Sri Lanka

23

Among BOP teleusers’ households

2008 76%

2011 88%

Household phone ownership in Sri Lanka (% BOP teleusers’ households)

88%

49%64%

36%49%

65%85%

0%

1%

1%

24%2%

4%

0%

1%

1%

15%

2%

1%

51%34%

62%

12%30%

11%


Household phone ownership (%of BOP teleusers' households)

Own mobile Own mobile and fixed Own fixed Own nothing

Household access to phone compared with electricity, TV, radio in Sri Lanka

24


Elec

tric

ity

Elec

tric

ity

Elec

tric

ity

Elec

tric

ity

Elec

tric

ity

Elec

tric

ity

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Tele

visi

on

Tele

visi

on

Tele

visi

on

Tele

visi

on

Tele

visi

on

Tele

visi

on

Radi

o

Radi

o

Radi

o

Radi

o

Radi

o

Radi

o

Com

pute

r

Com

pute

r

Com

pute

r

Com

pute

r

Com

pute

r

Com

pute

r

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Household access (%BOP outer sample)

Access to household phones greater than to personal transport in LK

25


(Motorbike/Three wheeler/Scooter)

Mot

oriz

ed tr

ansp

ort

Mot

oriz

ed tr

ansp

ort

Mot

oriz

ed tr

ansp

ort

Mot

oriz

ed tr

ansp

ort

Mot

oriz

ed tr

ansp

ort

Mot

oriz

ed tr

ansp

ort

Bicy

cle

Bicy

cle

Bicy

cle

Bicy

cle

Bicy

cle

Bicy

cle

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

Phon

e ( F

ixed

+ m

obile

)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Household access to phones vs transport(%BOP outer sample)

Motorized transport Bicycle Phone ( Fixed + mobile)

Computer usage low overall

5% 4% 2%17% 21% 22%

83%96%

81%

83% 74% 76%

12% 16%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Usage of computers (% of BOP teleusers)

Don't know what a computer is

No

Can't remember when, but I have used one beforeYes

Among BOP teleusers

Not used a computer in last 12 months

Used a computer in last 12 months

Internet use similarly low; awareness problems in BD and IN


Use the Internet (% of BOP teleusers)

2% 2% 1% 9% 21%

Among BOP teleusers

82%

98%

74%

89%78%

17%24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Internet use (% of BOP teleusers)

I haven't heard of the internet

No

Can't remember when, but i have used it before

Less than once a month

At least once a month

At least two to three times a month

At least once a week

At least two times a week

At least once a day

Non phone owners find phones too expensive or have no need for a phone (up from 40% in 2008)

28

51%60% 57%

40%

57%

11%

47% 24%40%

57%

32%

89%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Main reason for not owning a phone (% BOP who do not own phone)

Don't know to operator

Can't get a connection where I live (service not available)

I am restricted from purchasing a phone by a particular pers

I don't see a need to have my own phone

It is too expensive for me to afford

Among BOP who don’t own a phone

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2011

Main reason for not owning a phone (% of BOP non-owners)

Others

Restrictions from others

Service not available locally

Handsets not available locally

No need for a phone

Too expensive

% who don’t want a phone is increasing as non-owner group becomes smaller

MOBILE OWNERSHIP AND USEFindings

30

23%9%

22%

76%

43% 38% 40% 36%

90%

49%

65%

37%

71% 68%

89%


Mobile phone ownership 2006-2011 - individual (% of BOP teleusers)

2006 2008 2011

Significant increases in mobile ownership in Sri Lanka and Pakistan

31

Among BOP teleusers

67%w/o NE

Gender gap in LK BOP mobile ownership is small

32

Among BOP teleusers

75%69%

0%

10%

20%

30%

40%

50%60%

70%

80%

90%

100%


Mobile ownership - individual (% BOP teleusers)

Male Female

More people in urban areas own mobiles

33

Among BOP teleusers

80%70%

0%10%

20%

30%40%

50%60%

70%80%

90%

100%


Mobile ownership - individual (% BOP teleusers)

Urban Rural

Majority of BOP phones have radio; 24% have a browser (perceived)

Among BOP mobile owners98%

97%

97%

94%

86%

62%

58%

45%

40%

36%

35%

31%

30%

25%

24%

22%

6%

5%

SMS (text message)

Alarm clock

Calendar

Calculator

Games

Color Screen

FM Radio

Torch

Camera (photos/pictures)

MMS (picture message or color SMS)

Music player

Video recorder and player

Bluetooth /USB

Converter (for measurements, currency, etc)

Web/WAP Internet browser

Download feature (games, wallpapers, applications, etc)

Infa-red

Touch Screen

Features present on the mobile handset (% Sri Lankan BOP mobile owners)

Little change in multiple SIM ownership in Sri Lanka; Dramatic drop in Pakistan

35

Among BOP mobile owners

0%

5%

10%

15%

20%

25%


Multiple SIM ownership (% of BOP mobile owners)

2006 2008 201125%w/o NE

• Multiple SIM ownership higher among males than females

Cheaper on-net calls the main reason for multiple SIM ownership

36

0%

20%

40%

60%

80%

100%

To get low local call charges within each

network

To get free services (e.g., calls, SMS, etc)

One for business, the other for personal

In case one runs out of credit

To get coverage everywhere

Reason for multiple SIM ownership in Sri Lanka (% BOP MSOs)


Among BOP multiple SIM owners

37

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

To get low local call charges within each

network

To get free services (e.g., calls, SMS, etc)

One for business, the other for personal

In case one runs out of credit

To get coverage everywhere

Reason for multiple SIM ownership in Sri Lanka (% BOP MSOs)

Among BOP multiple SIM owners

Most BOP owners have one handset currently, but are on their second

38


No. of handsets owned currently (mean)

1.0 1.0 1.0 1.1 1.2 1.0

No. owned until now (mean)

2.5 1.9 1.7 2.1 3.9 2.5

What they do with mobile phones

% of BOP mobile owners

B’deshPakista

n India S’Lanka Java ThailandMake phone calls 100 99 100 99 96 100

Receive phone calls 100 95 99 100 94 99

Send/receive missed calls 86 71 78 65 54 24

Send/receive SMS 19 38 23 55 89 37

Send/receiveMMS 1 2 3 5 14 8

Send/receive e-mail 1 3 2

Browse the Internet 3 1 1 10 5

Take photos/video 19 7 8 14 26 19

Play games 27 21 18 11 31 16

Listen to radio 13 15 12 17 26 18

Listen to music 25 5 15 8 26 30

Share that you have content created 1 1 3 2 8 3

Send/receive or download/upload other content 1 1 2 2 6 3

Use as an organizer 7 5 8 2 15 8

Check my bill/credit 13 20 11 18 16 3

Send/receive talk time/load 10 5 2 2 35 0

Access facebook 1 1 7 2

Access other social networking or blog applications 2 1


Sri Lanka 2008 v 2011: Playing games and balance checking decreased; camera and radio use increased

40


% of BOP mobile owners2008 2011

Make phone calls 100 99Receive phone calls 100 100Send/receive missed calls 73 65Send/receive SMS 52 55Send/receive MMS 6 5Send/receive e-mail 0 1Browse the Internet 2 1Take photos/video 8 14Play games 21 11Listen to radio 12 17Listen to music 7 8Share that you have content created 6 2Send/receive or download/upload other content 8 2Use as an organizer 4 2Check my bill/credit 50 18Send/receive talk time/load n/a 2Access facebook n/a 1

Sri Lanka male vs female: Slightly higher use for entertainment by males

41

0%10%20%30%40%50%60%70%80%90%

100%

What BOP owners use their mobiles for: male vs female (% of BOP mobile owners)

Male FemaleAmong BOP mobile owners

Sri Lanka male vs female: Males text more than women

42

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Male Female

SMS frequency (% mobile owners who use SMS)

Less frequently than once a week

Once or twice a week

Several times a week

Once or twice a day

Several times a day

Among mobile owners who use SMS

Main reason for not using SMS: it's too confusing


I don't know what it is 54 11 61 14 3

Using SMS is too confusing to me 41 50 42 50 20It is too difficult for me to go through menu and open it

6 20 25 17 8

It is too difficult for me to type 10 31 34 33 33

It is too expensive for me 3 5 8 4 13

It takes too much time to do it 12 27 19 21 27

I cannot read or write (my language) 8 33 12 5 0

SMS is not available in my own language 3 2 4 9 0

I don't see any benefits of using it 11 6 9 13 16

SMS does not fit into my lifestyle 5 5 4 28 17

I don't trust SMS in delivering what I want to say 4 2 2 10 2

I'm afraid if it fails to deliver my message 1 4 1 1 4

No one has sent me an SMS before 1 1 3 9 10

I don't know anyone I can send SMS to 4 1 1 25 50

People in my community don't like SMS 0 2 3 5 1043

Among BOP mobile owners who don’t use SMS

Sri Lanka male vs female: No big difference in reasons for not using SMS

44

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Reason or not using SMS (% BOP mobile owners who only use voice calls)

Male Female

Among BOP mobile owners who only use voice calls

Postpaid at BOP only in Sri Lanka and Thailand

45


Pre paid 100 100 100 95 100 96

Post paid 0 0 0 5 0 4


Primary mobile connection (% BOP mobile owners)

Top-up cards still most popular in Sri Lanka and India

46

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Top-up cards/scratch cards SMS top-up or reload from a shop/agent/dealer

SMS top-up or reload from others (family

members/friends)

I dont know how

Method of top-up (%BOP mobile owners with prepaid connections)


Among BOP mobile owners with prepaid connection

Majority don't use mobiles for financial, business or work related communication

47

Among BOP who own personal or household phones

46%

74%64% 62%

27%

68%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Use of phone for financial, business or work related communications (% of phone owners)

I do not use for these purposes


Once a month

Two to three times a month

Once a week

Two times a week

Everyday

Entrepreneurs and petty traders are heaviest business users

48

0%10%20%30%40%50%60%70%80%90%

100%

Unskilled worker

Skilled worker Petty trader Shop owner, businessman, self-employed

Clerk, supervisor,

office executive

Agriculture sector worker (incl. farmers)

Student Housewife Unemployed, retired

Other job expector

Use of the phone for financial, business or work-related purposes (% of BOP teleusers)

I do not use for these purposes


Once a month

Two to three times a month

Once a week

Two times a week

Everyday

MORE-THAN-VOICE Findings

49

Awareness of entertainment and competition polls highest in Sri Lanka

27% 24%

12%

23%

49% 49%

26%

38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Banking and financial services

Making or receiving payments

Governmental services

Health Services Competition polls or

participation

Entertainment related

information services

Livelihood related

information

Other general information

Awareness of MTV services that can be accessed through phone or computers (% of BOP teleusers)

Bangladesh

Pakistan

India

Sri Lanka

Java

Thailand

Among BOP teleusers

In Sri Lanka awareness of MTV services has declined

34%27% 29%

24%

35%

11%

37%

23%

59%

49%

21%26%

39% 38%

68% 67%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2008 2011 2008 2011 2008 2011 2008 2011 2008 2011 2008 2011 2008 2011 2008 2011


Payment services Government services

Health services Voting, competitions,

reality shows, etc

Livelihood information services

Other general information services

At least one MTV service

MTV Awareness 2008 vs 2011 (% of BOP teleusers)

Among BOP teleusers

BOP not taking up MTV services

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Payment services Government services

Health services Voting, competitions,

reality shows, etc

Entertainment information

services

Livelihood information

services


services

MTV service usage through phone or computer (% BOP aware of services)


Among BOP who are aware of MTV services)

Sri Lanka 2008 vs 2011: MTV usage at BOP in Sri Lanka has fallen

0%10%20%30%40%50%60%70%80%90%

100%

2008 2011 2008 2011 2008 2011 2008 2011 2008 2011 2008 2011 2008 2011


Payment services

Government services

Health services Voting, competitions, reality shows,

etc

Livelihood information

services


services

MTV usage (% BOP teleusers who are aware of those services)

Among BOP teleusers who are aware of MTV services

PERCEIVED BENEFITSFindings

54

Main perceived benefits of phone access in Sri Lanka are emergency communication, maintaining relationships and saving on travel

55 Among BOP teleusers1 2 3 4 5

Ability to make more money

Ability to save money

Ability to find out about employment/work opportunities

Access to information you need in your job

Ability to plan and make decisions relating to your …

Ability to reduce travel

Efficiency of your day to day work

Ability to contact people related to your work or job

Access to finance

Ability to act or contact others in an emergency

relationships with family and friends

Social status/ recognition in the community

Benefits of phones in Sri Lanka (mean rating)1=No change 5=Improved greatly

Main economic benefit of phone is reducing travel


Ability to reduce travel

Efficiency of your day to day work

Ability to contact people related to your work or job

Access to finance

Benefits of phones (%BOP teleuser)1=No change 5=Improved greatly

Thailand

Sri Lanka

India

Pakistan

Bangladesh

The phone mainly benefit personal life


Ability to act or contact others in an emergency

relationships with family and friends

Social status/ recognition in the community

Benefits of phones (%BOP teleuser)1=No change 5=Improved greatly

Thailand

Sri Lanka

India

Pakistan

Bangladesh

QUALITY OF SERVICEFindings

58

Sri Lankan BOP owners complain less than sub-continent BOP owners

59

0%10%20%30%40%50%60%70%80%90%

100%

Often cant get signal, or signal strength is weak

Often cant get a call through (network is

busy)

Connection not clear Calls get dropped (cut off)

Mobile quality problems (% of BOP mobile owners that face the problem)


Sri Lanka performs best on perceptions of how frequent quality problems are faced by BOP

60

1.00

1.50

2.00

2.50

3.00

3.50

4.00

Often cant get signal, or signal strength is weak

Often cant get a call through (network is

busy)

Connection not clear Calls get dropped (cut off)

Frequency of the problem faced (among mobile owners that face the problem) 1= Rarely, 4=Always


SUMMARYFindings

61

Summary

• Access is improving at both personal and household levels– Phones set to overtake TV and radio– Mostly mobile: 71% of BOP own a mobile; many on second handset– Multiple-SIM ownership high in NE; main reason is lower on-net rates– LK performs best on perceived quality of service

• Usage is still limited to voice (with some SMS, radio, games etc)– Little use of mobile for productive purposes; benefits mostly perceived

in emergency communication and maintaining relationships– Awareness and use of MTV services among BOP not progressed much

since 2008

62

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www.lirneasia.net

63

Teleuse@BOP4: Preliminary findingslirneasia.net/wp-content/uploads/2010/07/TaBOP4-LK-v6.pdf · Gujarat 268 Chonburi 59 Tamil Nadu 326 Karnataka 272 2050 1834 3181 1200 800. AGENDA

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