Market Analysis

A Sense of Inclusion: An Ethnographic Study of the Perceptions and Attitudes to Digital Financial Services in Sub-Saharan Africa

December 18, 2017

This report is based on ethnographic research conducted by a team at the African Studies Center Leiden, University of Leiden, and focused on four countries of varying degrees of DFS market maturity: Cameroon, Democratic Republic of Congo, Senegal and Zambia (original report). It provides an in-depth description of what digital financial inclusion means in relation to social and cultural factors, and provides an ethnographic framework to market research that can aid financial services providers gain a better understanding of the African DFS user and capture a sense of the deeper fabric of the emerging market.