The GSMA mWomen Programme team was very interested to read the Nielsen Women of Tomorrow Study recently, which surveyed women in 21 developed and emerging countries. It examines what drives women; their educational and economic opportunities; how empowered they feel; what influences them and their hopes for their daughters.
In emerging markets, the report found that, compared to themselves:
• 80% of women surveyed believe their daughters will have greater financial stability
• 83% believe their daughters will have a better education
• 84% believe their daughters will have better access to technology
These expectations are indeed positive news. To ensure that these expectations are fulfilled for women at all levels of society in emerging markets, including at the BOP, governments and state authorities need to be engaged in including mobile and ICT access for women and girls in all areas of policy – see here for our policy recommendations. This will complement and compound the efforts of the mobile industry to close the mobile phone gender gap and provide life-changing services for women at the BOP.
Interestingly for mWomen, the Nielsen study reports that women across all markets talk 28% more and text 14% more than men every month, and are heavier users of social features of phones and visit more Internet community sites than men; findings which have implications for MNOs targeting women as a segment in general. At GSMA mWomen, we’ve just begun some in depth research of our own which will shed light on what women specifically at the BOP in emerging markets want and need in life and how mobile can contribute to achieving these desires. Per Helmersen, our Knowledge Manager, will be sending reports over the next month from field interviews from Papua New Guinea and India. Check back soon for updates!