Mobile Phone Usage Among Kayayei In Madina Market

ABSTRACT

This study sought to examine the use of mobile phone by Kayayei in Madina market. The study used the Uses and Gratifications theory as the framework within which the research was situated. The study was done qualitatively using the focus group discussions to gather data. Twenty one Kayayei in the Madina market were used for the study. The Kayayei were divided into three groups based on their characteristics. The first group comprised eight Kayayei who were semi educated, earned between 10- 30 gh cedis a week and used mobile phone. The second group was made up of eight illiterate Kayayei who also earned same wage as the first group and used mobile phone. The third group however, was made up of five Kayayei who did not use mobile phone but were bent on acquiring a mobile phone in the shortest possible time. The research discovered that mobile phone was an important tool to the Kayayei not only because they used it for communication purposes but also used it for doing business with their customers. The motivating factor for their use of the mobile phone is its ability to keep them in constant touch with family and customers. The study found that the Kayayei used the mobile for money transfers and also saved their money on the mobile wallet and accessed it as and when they wanted to redraw some money for remittance. It also discovered that some features on the mobile phones such as radio and games served their entertainment purposes. Whiles they used the torchlight as improvised lighting, they used the calculator for trading purposes. It discovered that the Kayayei used the mobile phone for economic and social activities as well as a tool for satisfying their information needs. They got a sense of satisfaction and pride by using a mobile phone. The study also revealed that the Kayayei who used mobile phones felt accomplished and successful having been able to use mobile phones, it gave them a sense of belonging. It also discovered that the mobile phone provided them security and replaced personal travels. It also saved time and cost. The research found that mobile banking had replaced mainstream banking among the group. It also discovered that the group were aware of some of the mobile phone applications specifically, what’s up and Facebook though most of them did not use any because of illiteracy, lack of interest and also the fact that most of them did not use phones that supported those features and applications.