The path to mobile money - Users' journey in Ethiopia

This key report from Shega is part of the AKOFADA project aimed at bolstering the accessibility of information on Digital Financial Services in Ethiopia. The key report, which is part of Pillar Two of the project, highlights key insights on The Path to Mobile Money in Ethiopia and aims to inform, inspire, and provide insights to innovators, service providers, investors, policymakers, and enablers operating in the sector to get an in-depth insights of mobile money user journey.

The 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. By focusing on infrastructure, literacy, affordability, trust, and language accessibility, stakeholders can create a more inclusive and efficient financial ecosystem. This will not only benefit individual users but also contribute to the overall economic development of the country. This key report provides an in-depth insight into mobile money users experiences, and provides key findings and recommendations across different personas that service providers can use to improve their services.