[Experiment Results]: SoCon Fiji - Mobile Money (2/2) Knowledge and Usage in Fiji December 2018


Reference the Experiment Design Post:


In our experiment, the team focused on the channel testing phase. The experiment was focused on validating the assumption that consumers are familiar with, know how to use, and are willing to use mobile money as a payment system. The long-term goal involves identifying whether the use of mobile money is a sustainable system in which the payment plan can be based on.



Our assumptions consisted of:

1. They are familiar with mobile money, and

2. They know how to use mobile money (ideally, they are current users), and

3. They are willing to use mobile money to access financial services


Through empathising with 33 consumers, SoCon should identify whether mobile money is a viable method for accessing loan services. If this assumption is true, SoCon will then continue to the next phase, which is the Loan Structure experiment.



We surveyed 33 consumers this month and found the following:


  1. 10% of consumers use mobile money everyday, whilst 40% and 50% respectively use mobile money weekly and occasionally.

  2. 31.4% of respondents have used mobile money before in comparison to 68.6% who said no.

  3. For those consumers who stated that they didn’t use mobile money, 39.1% said it was because they didn’t see any value in using it, 43.8% stated that they had no knowledge on it and 26.1% stated they had no access to mobile money.

  4. When asked are you willing to use mobile money in the future, 15.2% said no while 84.8% said yes.


These statistics show that orange light point has been reached as 30-50% of respondents knew how to use mobile money, but at least 20-40% use or would be willing to use mobile money. So now, we have to understand what is stopping consumers from using mobile money.





Validated learning:

Overall, we found that the data we collected did not fully match our hypothesis, as whilst consumers are willing to use mobile money as a payment system, only a minority of customers are familiar with or know how to use it.


Next move:

The things that need to be validated next include:

  • Understanding what is stopping consumers from using mobile money
  • Moving onto the loan structure survey
Tagged users
edited on 1st January 2019, 22:01 by Jess Riley

Rose Martin 6 months ago

Hello! Glad to see these results coming up :)

I'm liking the next steps here and I do think it is important to understand what is stopping most customers from using this technology. However, how much importance should we place on this, assuming from the results from the 1/2 experiment of this that most people should have the access and the tech (mobile phones) to access it.
Should another next step then also be proving the results from this experiment that people would be willing to adopt the technology, even if they've never used it before. You could do this in a form of a currency type test maybe, getting people to set up the technology when purchasing a Buka stove etc. Because of course in theory we'd love it if all customers have used mobile money before and have perfect knowledge of it - however if they don't is this really a problem if they are still willing to adopt a new technology in order to acquire a microloan? It only seems a problem if they wouldn't be willing to adopt it.

Hope that at least made some sense, keen to read more experiments as they get posted :)

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