prof. dr. martin emmer johanna hartung freie universität berlin institute for media and...

Prof. Dr. Martin EmmerJohanna Hartung

Freie Universität BerlinInstitute for Media and Communication Studies

Determinants of Mobile Phone Use in West Africa:Findings from an Empirical Study in The Gambia

2/137th CMI Conference, 17.11.2014

Structure

1. Introduction

2. Research questions

3. Theoretical background

4. Methodology

5. Description of data

6. Results

7. Conclusion


Introduction

Lack of knowledge about

details of usage Lack of understanding and

explanations of use patterns

2000 2002 2004 2006 2008 2010 20120

10

20

30

40

50

60

70

80

90

100

Gambia

Westafrika

Boom of mobile communication

Lack of empirical data

Illustration based on http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.asp

x

Mobile-cellular telephone subscriptions per 100 inhabitants


Research questions

How do Gambians use their mobile phones?

What patterns of mobile phone use are emerging?

How can single use patterns be explained by the influence of functional expectations, restrictions and norms?


Theoretical background

Innovation diffusion theory (Rogers 2003)

Media appropriaton (Silverstone and Haddon 1996)

Uses and gratifications (Rubens 2002)

Mobile Phone Appropriation Model (Wirth et al. 2008)

Dimensions of mobile phone use:

- Object-related aspects of use: Frequency in which services such as voice communication or short messaging are used

- Symbolic uses: Mobile as an aesthetic object with ringtones, fashion accessories


Theoretical background

Professional functions

External restrictions

Subjective norms

Demographic variables

Modes of appropriation

Mobile use patterns

Daily social functions

Internal restrictions

Individual-hedonistic functions


Methodology

Data collection in the Gambia from 25th Aug to 2nd Sept 2014

Standardized survey with face-to-face interviews

Two research sites: Kanifing (urban) and Pakalinding (rural)

Quota sampling based on age and sex

Interviews in local languages

Use of four-point scales, e.g.

To what extent do you agree or disagree with the following statements?Strongly disagree

disagree agreeStrongly

agree- - - + ++

Using a mobile phone makes my life easier. □ □ □ □

8/13

Description of sample

Sample Population SourceTotal 196 1,882,450 The Gambia Bureau of Statistics (2013)

Quota targets

LocalityUrban 51.5 % 57.8 %

The Gambia Bureau of Statistics (2013)Rural 48.5 % 42.2 %

Gender Female 48.0 % 50.6 %

The Gambia Bureau of Statistics (2013)Male 52.0 % 49.4 %

Age structure15-24 years 32.8 % 34.3 %

Central Intelligence Agency (2014)25-54 years 52.6 % 53.8 %55 years and over 14.6 % 11.9 %

Other population characteristicsLiteracyEasily 61.0 % 52.0 %

United Nations Educational, Scientific and Cultural Organization (2012)

With difficulty 14.9 % ///Not at all 24.1 % 48.0 %

Mobile phone International Telecommunications Union (2013)Owners 88.8 % ///

Subscribers /// 100.0 %

7th CMI Conference, 17.11.2014

9/13

Descriptive data

88.8 % own a mobile phone, mainly in urban areas and among literates

On average, respondents hold 1.8 SIM cards; the median number are 2 SIM cards

2.2 % use a postpaid billing method in addition to a prepaid phone use

Between 25 and 550 Dalasis are spent for mobile phone use per week; 40 % of the respondents spend more than 100 Dalasis (approx. 1.80 Euros)

38.5 % share their mobile phone with other people, particularly in rural areas and among females



Frequencies of

Factor 1: Multimedia use

Factor 2: Calling

Factor 3: Beeping &

playing

sending messages .85

receiving messages .84

internet usage .71

taking photos or videos .66

listening to music .56

calling .89

receiving calls .89

beeping/flashing .81

receiving beeps/flashes .40 .67

playing games .41 .59Principal Component Analysis with Varimax-Rotation; Kaiser criterion; Eigenvalue > 1; 63.2 % variance explained; Factor loadings > .35

Patterns of mobile phone usage


Explanatory model: Use patterns

Model 1: Multimedia use

Model 2Calling patterns

Demographic variables

Locality (rural) -.033 -.070

Gender (female) -.035 -.127 *Age -.470 *** .051

Technical variables

Sharing the mobile phone .016 .136 *Number of SIM cards .102 .096

Money spent .085 .341 ***Functions, restrictions, norms

Daily social functions .046 .254 ***Professional functions .028 .222 **External restrictions -.081 -.001

Internal restrictions -.220 *** -.094

Norms .046 .017

Adj. R2 .285 .335

*p < .10; ** p < .05; *** p < .01

12/13

Conclusion

3 different use patterns were found: Multimedia use, Calling, Beeping & playing

The calling pattern can be explained mainly by gender, the amount of money spent on mobile phone use as well as the experience of daily social and professional functions

The multimedia pattern can be explained by age and internal restrictions

Limitations of the study relate to the sample size and sampling method and the adaption of the theoretical model to the Gambian context

Further research is necessary regarding the operationalizations of the variables and the examination of usage contexts



Conclusion

Do more research

- to enquire about usage patterns and explanations of usage

- to synchronize research between African countries

Recommendations:

- Policies towards the inclusion of females and illiterates

- Business models for professional and social uses of mobile phones

Johanna Hartung

[email protected]

Prof. Dr. Martin Emmer

[email protected]

Thank you for your attention.

prof. dr. martin emmer johanna hartung freie universität berlin institute for media and...

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