This report is based on research that was designed to uncover and characterize the various forms of value that mobile broadband provides to working women in the developing world and identify the barriers that block feature phone owners from upgrading to smartphone use. The study is based on more than 1000 structured interviews with working women across five countries: Brazil, China, India, Indonesia, and Nigeria. Working women are segmented into five distinct, mutually exclusive groups, and the attitudes, preferences, purchasing and mobile phone use habits are characterized for each segment. Case studies and country-specific observations are also offered. The report offers actionable recommendations to operators, governments and NGOs on how to expand Internet use to show the value of broadband connectivity, address cash-flow implications of handset purchase for working women in developing countries, and tailor messages and offerings to specific user segments of working women.
To learn more about the report, please visit the Qualcomm website