Social Network Effects on Mobile Money Adoption in Uganda

This study analyses social network effects on the adoption of mobile money among rural households in Uganda. We estimate conditional logistic regressions controlling for correlated effects and other information sources. Results show that mobile money adoption is positively influenced by the size of the social network with which information is exchanged. We further find that this effect is particularly pronounced for non-poor households. Thus, while social networks represent an important target for policy-makers aiming to promote mobile money technology, the poorest households are likely to be excluded and require more tailored policy programmes and assistance.