Financial Inclusion Insights Survey 2014 (Ghana)

Abstract

In 2014-2015, a research company InterMedia conducted Financial Inclusion Insights Survey in Ghana to respond to the needs identified by multiple stakeholders for timely demand side data and practical insights into digital financial services (DFS), including mobile money, and the potential for their expanded use among the poor.

The specific objectives of the study were:
- to track access to and demand for financial services generally and the uptake and use of DFS specifically;
- to measure adoption and use of DFS among key target groups (females, BOP, rural, unbanked, etc.);
- to identify drivers and barriers to further adoption of DFS;
- to evaluate the agent experiences and the performance of mobile money agents;
- to produce actionable, forward looking insights to support product and service development and delivery based on rigorous data.

A nationally representative sample of 3,000 adults age 15 and older was randomly selected to participate in the study. The study was carried out in all 10 regions of Ghana (Northern, Upper East, Upper West, Brong-Ahafo, Ashanti, Central, Eastern, Western, Volta and Greater Accra). Face-to-face interviews were conducted from December 1, 2014 to January 3, 2015. The results provided baseline measurements. Subsequent annual surveys can measure trends and track market developments in digital financial services.