Female entrepreneurs' cellular phone habits in Zambia and South Africa

Abstract

This study explores the ways in which female entrepreneurs in Zambia and South Africa use their cellular phones, as well as their interests and needs in using this technology. The findings in this study are therefore crucial to the body of knowledge on programmes that seek to uplift women's lives through the deployment of ICTs, since current policies do not make full provision for the use of mobile phones in female entrepreneurship.

Information on female entrepreneurs and cellular phones was collected in the literature review. The scrutiny of various literature sources and the analysis of the responses from the interviews with the female entrepreneurs were carried out to arrive at answers to the following research questions: 1. Can telecommunications (specifically, cellular phones) increase the participation of women in the economy? 2. What are the consumer habits of female entrepreneur cellular phone users in Zambia and South Africa? 3. Are the communication needs of business women in Zambia and South Africa adequately met? 4. What are the obstacles that female entrepreneurs in Zambia and South Africa face in the use of cellular phones? 5. What are the similarities and differences in the consumer habits of female entrepreneur cellular phone users in Zambia and South Africa?

In order to gather information on the consumer habits of female entrepreneurs in Zambia and South Africa, a survey was conducted of 100 female entrepreneurs. The female entrepreneurs identified in this survey consist of female business owners with no more than 50 employees each, from Gauteng Province in South Africa, and Lusaka Province in Zambia. The female entrepreneurs were identified through the accidental sampling technique, and a structured questionnaire was used to collect information from them.

The findings of the investigation reveal that cellular phones have the potential to increase the participation of women in mainstream economic activity, since they are a useful means of communication that allow women from diverse backgrounds to communicate easily for both business and social purposes. Accordingly, national policy-makers in South Africa and Zambia need to investigate further the potential of using cellular phone or similar technology to empower small-scale businesswomen.

The investigation also shows that the cellular phone consumer habits of female entrepreneurs in Zambia and South Africa differ when it comes to using cellular phones for business and social communication purposes. More Zambian women indicated that they use their cellular phones in business operations, while South African women showed a tendency to use their phones more for social purposes.

The results of this investigation further illustrate that despite the importance in value which the mobile phone has for women entrepreneurs in both Zambia and South Africa, the communication needs of women's entrepreneurship are not adequately met. The main obstacles in meeting the communication needs of female entrepreneurs in Zambia and South Africa are inadequate network coverage and high prices. The study shows that a number of women (52,2%) indicated that they are inhibited from effective communication services and therefore resort to borrowing other people's mobile phones.

The lack of empirical studies on the use of telecommunications by female entrepreneurs in both Zambia and South Africa attests to the fact that women's entrepreneurship is still an area that requires in-depth investigation. If various development efforts are to meet their targets, clearly the area of women's entrepreneurship and how various ICTs such as cellular phones are used therein needs urgent investigation.