31 January 2025Team Shega
The path to mobile money - Users' journey in EthiopiaThe adoption of mobile money in Ethiopia has grown significantly in recent years. Users progress through multiple stages, from initial awareness to becoming regular users and advocates. However, experiences vary based on age, gender, location, and education level, influencing their touchpoints, challenges, and perceptions. Tailoring services to these diverse experiences is essential for improving accessibility and advancing financial inclusion.
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