Title: Exploring demographic differences in the adoption of mobile money: M-PESA in Kenya

Authors: Godwin C. Ariguzo; D. Steven White

Addresses: Department of Management and Marketing, Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA ' Department of Management and Marketing, Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA

Abstract: Mobile money is an innovative concept that has a fundamental impact on how marketing exchanges and transactions are consummated. The concept of exchange and payment is at the core of marketing and the ultimate conclusion of an effective marketing strategy. How consumers pay for goods and services profoundly impacts the frequency and quality of products purchased. Despite its diffusion and adoption, mostly in developing countries, scant research exists regarding the characteristics of adopters of mobile money. Using the most successful implementation of mobile money globally, M-PESA in Kenya, demographic differences between adopters and non-adopters of mobile money are examined. Data is collected from 1,975 respondents covering all eight Kenyan provinces. Significant differences between the two groups exist for the variables of gender, age, income, education and location (rural versus urban).

Keywords: mobile marketing; m-marketing; mobile commerce; m-commerce; mobile money; m-money; mobile transfers; m-transfers; retail payment systems; digital wallets; adopters; non-adopters; mobile technology; M-PESA; Kenya; demographic differences; demographics; gender; age; income; education; location; rural areas; urban areas.

DOI: 10.1504/IJEMR.2013.060265

International Journal of Electronic Marketing and Retailing, 2013 Vol.5 No.4, pp.340 - 358

Received: 05 Dec 2012
Accepted: 11 Jul 2013
Published online: 05 Jul 2014 *

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