High-Saving Youth in Smallholder Households: An Untapped Market

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Young people living in smallholder households tend to save more money than their elders and they have use mobile money at lower rates and tend to rely on informal mechanisms to set aside money (e.g., saving at home, savings and credit groups, transacting with friends and family). And yet, formal financial services providers (FSPs) are not reaching them.

This Brief uses data from CGAP’s financial diaries and national surveys with smallholder households—two highly complementary research methods—to examine the saving habits, mobile phone ownership, and use of mobile money among young people living in smallholder households. The smallholder diaries detailed the cash flows of 270 families in three markets, while the nationally representative surveys explored the agricultural and financial lives of roughly 18,000 smallholder families in six countries.

FSPs can leverage the strong savings habits of youth in smallholder families and their access to mobile phones to develop digital products that better meet their needs and aspirations. Savings could be the use case that drives adoption of mobile money and brings them into the formal financial system.

Document Information

Document Type Brief
Author Jamie Anderson; Ramesh Karuppusamy; Paul Enrico Neumann; Vijendran Thangavel
Year of Publication 2018
Publisher CGAP
Number of Pages 4 pp.
Region / Country Global /
Primary Language English (en)
Keywords
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