From USSD to apps: Understanding mobile money platform preferences among Zimbabwean youths.
Year: 2025
Type: article
Study design: Observational Study
Abstract: This research investigates the factors influencing the choice between Unstructured Supplementary Service Data (USSD) and mobile money applications among young people in Zimbabwe. With the increase in mobile money services, an understanding of user preferences is crucial for providing platform support services, enhancing financial inclusion and service delivery. The study uses a quantitative survey to gather data from a diverse sample of young Zimbabweans aged between 18-35 years. Key findings indicate that while USSD remains popular due to its accessibility and ease of use on basic mobile phones, mobile money apps are gaining traction among tech-savvy users who are interested in advanced features and user experience. Smartphone penetration, internet accessibility, transaction costs, and perceived security significantly influence the choice of mobile money platform The research highlights the need for mobile money providers to tailor their services to meet the diverse needs of young users, promoting broader financial inclusion and economic participation.
Institution: Zimbabwe Open University
Language: English
Subfield: Economics and Econometrics
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4407812848