Despite significant growth in mobile money over the last decade, there are still wide gender gaps in mobile money account ownership and usage. There is valuable data on the gender gap in mobile financial services, but to better target and reach women with mobile money services, a more comprehensive and contextualised understanding of the customer journey is required, from awareness of mobile money to regular usage.
This study paints a comprehensive picture of women’s mobile money journey in Mali and Cote d’Ivoire. Using primary and secondary data sources and a combination of supply- and demand-side data, we aimed to understand women’s adoption and usage of mobile money compared to men. We also looked at the barriers women face in adopting and using mobile money, as well as what is driving it. This allowed us to create actionable recommendations that could help reduce the gender gap in mobile money adoption and usage.