Teleuse@BOP4

Teleuse@BOP4: Preliminary findingsRohan Samarajiva, CEO

9 December 2011, Bangkok

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

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 10,154Margin 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

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

Bangladesh Pakistan India Sri Lanka Java Thailand6%

25% 21%

5%

23%31%

0%

1%0%

5%

9%1%

38%9%

24%41%

41% 40%

56%65%

54% 50%

27% 28%

Personal income status (% of BOP teleusers)

No personal incomeIrregular personal incomeRegular and irregular personal incomeRegular personal income

Most of BOP only have primary education

13Among BOP teleusers

Bangladesh Pakistan India Sri Lanka Java Thailand

33% 38% 40%

10% 6% 5%

50%51%

39%

69% 71%67%

15% 7%17% 20% 20%

13%

0% 2% 2% 1% 2%

10%

1% 2% 3% 1% 2% 6%

Highest educational achievement (% BOP teleusers)

UniversityDiploma, technical/vocational educa-tionSecondary schoolingprimary schoolingNo 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)

More 70-80% of BOP has made a call during the last week, except in IN

16

Among BOP teleusers


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

70% 69%

50%

85%

70%

85%

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

2-3 months ago1-2 months ago3-4 weeks ago2-3 weeks ago1-2 weeks agoIn the last weekToday / Yesterday

2008 vs 2011: Increase in % of BOP who made a call on the "day" of the survey

17

Among BOP teleusers

2008 2011 2008 2011 2008 2011 2008 2011 2008 2011Bangladesh Pakistan India Sri Lanka Thailand

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

62%70%

45%

69%

48% 50%66%

85% 81% 85%


About 2-3 months agoAbout 1-2 month agoAbout a month agoAbout 2-3 weeks agoAbout 1-2 weeks agoDuring the last one weekYesterday / Today

Urban vs rural: Urban BOP make calls more frequently, except LK and Java

18

Among BOP teleusers

Urban Rural Urban Rural Urban Rural Urban Rural Urban Rural Urban RuralBangladesh Pakistan India Sri Lanka Java Thailand

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

100%

74% 68%85%

60%52% 50%

83% 86%

67% 71%

91%80%


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


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 phoneI use the household (common) phoneI use my own phone

> 75 % of BOP have access within the household

19

Among BOP teleusers

2008 vs 2011: Fall in public phone and increase in household access

20

Among BOP teleusers

2008 2011 2008 2011 2008 2011 2008 2011 2008 2011Bangladesh Pakistan India Sri Lanka Thailand

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

43% 48%37%

65%

36% 37% 31%

71%81%

88%0%

13%

3%

16%

7%17%

39%

16%9%

3%

20%

24%

32%

13%

13%

24%

10%

7% 6% 5%

32%

6% 8%1%

33%

8% 7% 3% 3% 0%


I use my own phone I use the household (common) phoneOther household members personal phone A neighbours phone A friends or relatives phone Public access phones My work place / Office phone/employers phone

Male vs female: More females using household phones and others' phones within household

21

Among BOP teleusers

Male Female Male Female Male Female Male Female Male FemaleBangladesh Pakistan India Sri Lanka Thailand

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

66%

31%

86%

50%57%

21%

76%68%

86% 91%

8%

17%

4%

25% 11%

21%

15%17%

3%4%

11%

36%

19%

11%

34%


I use my own phone I use the household (common) phoneOther household members personal phone A neighbours phone A friends or relatives phone Public access phones

Urban vs rural: More reliance on other peoples' phones in rural areas

22

Among BOP teleusers

Urban Rural Urban Rural Urban Rural Urban Rural Urban RuralBangladesh Pakistan India Sri Lanka Thailand

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I use my own phone I use the household (common) phoneOther household members personal phone A neighbours phoneA friends or relatives phone Public access phones My work place / Office phone/employers phone

Fixed phones popular only in Sri Lanka

23

Among BOP teleusers’ households


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

Phones overtaken radio everywhere except LK

24

Among BOP teleusers


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Elec

tric

ity

Elec

tric

ity

Elec

tric

ity

Elec

tric

ity

Elec

tric

ity

Elec

tric

ity

Phone

Phon

e

Phon

e

Phon

e

Phon

e

Phone

Tele

visi

on

Tele

visi

on

Tele

visi

on

Tele

visi

on

Tele

visi

on

Tele

visi

on

Radio Radio

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

Household access (% of BOP teleusers)

Mobile or fixed

phone

Access to household phones greater than to personal transport in PK, BD, LK and Java

25

Among BOP teleusers


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mo

tori

zed

tr

ansp

ort

Motorized transport

Motorized transport

Motorized transport M

oto

rize

d

tran

spo

rt

Mo

tori

zed

tr

ansp

ort

Bic

ycle

Bic

ycle

Bic

ycle

Bic

ycle

Bic

ycle

Bic

ycle

Phone

Phone

Phone

Phone

Phone

Phone

Household access to phones vs transport (% of BOP teleusers)

Incl. motor bike, three-wheeler,

scooter, tractor, etc

Computer usage low overall


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

83%96%

81%

83% 74% 76%

12% 16%

Usage of computers (% of BOP teleusers)

Don't know what a computer is

No

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

Yes

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

Bangladesh Pakistan India Sri Lanka Thailand

Use the Internet (% of BOP teleusers) 2% 2% 1% 9% 21%

Among BOP teleusers

Bangladesh Pakistan India Sri Lanka Thailand0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

82%

98%

74%

89%78%

17%24%

Internet use (% of BOP teleusers)

I haven't heard of the internetNoCan't remember when, but i have used it beforeLess than once a month At least once a monthAt least two to three times a monthAt least once a weekAt least two times a weekAt least once a day

Non-phone owners find phones too expensive or have no need for a phone

28


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

51%60% 57%

40%

56%

11%

47% 24%40%

57%

32%

89%

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

Don't know to operatorCan't get a connection where I live (service not available)I am restricted from purchasing a phone by a particular persI don't see a need to have my own phoneIt is too expensive for me to afford

Among BOP who don’t own a phone

MOBILE OWNERSHIP AND USEFindings

29


43% 38% 40% 36%

90%

49%

65%

37%

71% 68%

89%

23%9%

22%

76%

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

2006 2008 2011

Significant increases in BOP mobile ownership in Sri Lanka and Pakistan

30

Among BOP teleusers

Male vs female: Gender gap in BOP mobile ownership in Sub-continent

31

Among BOP teleusers


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

100%

Mobile ownership - individual (% of BOP teleusers)

Male Female

Urban vs rural: Urban mobile ownership higher than rural

32

Among BOP teleusers


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 owners

Infa-red Touch Screen

BrowserDownload feature

Converter Bluetooth /USB

MMS Video recorder and player

CameraMusic player

TorchFM Radio

Color ScreenCalculator

GamesSMS

Calendar Alarm clock

3%5%

14%15%16%

22%22%

27%35%

38%48%

52%72%

83%86%86%

90%92%

Features present on mobile handset (% of BOP mobile owners; all countries except Java)

2006-2011: Dramatic drop in Pakistan multiple SIM ownership; increase in BD

34



5%

10%

15%

20%

25%

Multiple SIM ownership (% of BOP mobile owners)

2006 2008 2011

• Multiple SIM ownership higher among males than females

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

35

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

0%

20%

40%

60%

80%

100%

Reason for multiple SIM ownership (% BOP MSOs)


Among BOP multiple SIM owners

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

36


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’desh Pakistan India S’Lanka Java Thailand Make 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/receive MMS 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


What they did in 2008% of BOP mobile owners


Taking phone calls 100 100 99 100 100

Receiving phone calls 100 100 98 100 100

Sending/receiving missed calls / beeps/ flashes / ring-cuts 94 84 84 73 39

Sending/receiving SMS 32 47 33 52 53

Sending/receiving MMS 1 4 4 6 4

Sending/receiving emails 0 0 1 0 1

Browsing the Internet 0 1 1 2 2

Taking photos /video clips 4 2 1 8 18

To play games by myself 13 18 7 21 17

To listen to the radio 0 7 3 12 22

To listen to music 4 5 3 7 22

To share content that you have created 1 2 2 6 3

To send or receive or download or upload other content 0 2 3 8 9

As an organizer 1 7 8 4 14

To check my bill / credit balance 11 40 25 50 39

Sending/receiving talk-time/load 8 35 7 3 6

38

Male vs female: No big difference in SMS frequency amongst those who SMS

39 Among mobile owners who use SMS


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

Top reasons for not using SMS: Don't know what it is; it's too confusing; too difficult to type


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 10

40

Among BOP mobile owners who don’t use SMS

Postpaid at BOP only in Sri Lanka and Thailand

41


Pre paid 100 100 100 95 100 96

Post paid - - - 5 - 4


Primary mobile connection (% BOP mobile owners)

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

42

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 how0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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, except Java

43

Among BOP who own personal or household phones


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

46%

74%64% 62%

27%

68%

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

I do not use for these purposesLess than once a month Once a monthTwo to three times a monthOnce a weekTwo times a weekEveryday

MORE-THAN-VOICE Findings

45

Awareness of entertainment and competition polls highest in Sri Lanka

Bankin

g and finan

cial se

rvice

s

Mak

ing or rec

eiving pay

ments

Govern

mental se

rvice

s

Health

Servi

ces

Competition polls

or parti

cipati

on

Enter

tainment r

elated

info

rmati

on servi

ces

Liveli

hood relat

ed in

form

ation

Other

genera

l info

rmati

on0%

20%40%60%80%

100%Awareness of MTV services that can be accessed through phone or computers (% of BOP teleusers)


Among BOP teleusers

2008 vs 2011: Awareness of MTV services has declined in some countries on some services

Among BOP teleusers

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

Banking and financial ser-

vices

Payment services

Government services

Health services Voting, compe-titions, reality

shows, etc

Entertainment information

services

Livelihood in-formation

services

Other general information

services

At least one MTV service

0%

20%

40%

60%

80%

2008 vs 2011Awareness of MTV services available on phones and computers (% of BOP

teleusers)


BOP not taking up MTV services

Bankin

g and finan

cial se

rvice

s

Paymen

t serv

ices

Govern

ment s

ervice

s

Health

servi

ces

Voting, co

mpetitions,

reality

shows,

etc

Enter

tainment in

form

ation se

rvice

s

Liveli

hood info

rmati

on service

s

Other

genera

l info

rmati

on servi

ces

0%

20%

40%

60%

80%

100%

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


Among BOP who are aware of MTV services

2008 vs 2011: MTV usage at BOP has fallen

Among BOP teleusers who are aware of MTV services

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

2008

2011

Banking and fi-nancial services

Payment services Government services

Health services Voting, competi-tions, reality shows,

etc

Entertainment in-formation services

Livelihood informa-tion services

Other general in-formation services

0%

10%

20%

30%

40%

More-than-voice usage, 2008 vs 2011 (% of BOP teleusers who are aware of those services)


PERCEIVED BENEFITSFindings

50

Main economic benefit of phone is reducing travel

51

Among BOP teleusers

Ability to reduce travel

Efficiency of your day to day work

Ability to contact people related to your work or job

Access to finance

1 1.5 2 2.5 3 3.5 4 4.5 5

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

Thailand

Sri Lanka

India

Pakistan

Bangladesh

The phone mainly benefits personal life

52

Among BOP teleusers

Ability to act or contact others in an emergency

relationships with family and friends

Social status/ recognition in the community

1 1.5 2 2.5 3 3.5 4 4.5 5

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

Thailand

Sri Lanka

India

Pakistan

Bangladesh

QUALITY OF SERVICEFindings

53

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

55

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)0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

Frequency of the problem faced (among mobile owners that face the problem) 0 = Never, 4=Always



Over 50% of BOP handsets were brand new when obtained

56


Bangladesh Pakistan India Sri Lanka Thailand0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

How handsets were obtained (%BOP mobile owners)

Brand new Second hand Gifted or handed over

Male vs female: Males more often obtained brand new handsets in sub-continent

57



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

How main handset was obtained (%BOP mobile owners)

Brand new Second hand Gifted or handed over

Thailand handset costs well ahead of other countries

58

Mean SD

Bangladesh 37 24.5

Pakistan 43 129.3

India 45 63.7

Sri Lanka 51 32.2

Thailand 93 82.2

Approximate price paid for handset (USD)


SUMMARYFindings

59

Summary

• Access is improving at both personal and household levels– Phones overtaken TV and radio– Mostly mobile: majority of BOP own a mobile; many on second

handset– QOS problems perceived by BOP are moderate

• 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

60

[email protected] www.lirneasia.net

61

mailto:[email protected]

http://www.lirneasia.net/

Teleuse@BOP4

Travel

urban bop

bop teleusers100

bop teleusers27

bop definition

bop outer sample

used phone

urban vs rural

public phone