Logo vector Digital Personas

Guided Foundational

Urban NN P3
  • Engages with digital tools with real-time support, building basic capability through guided use.

    • Pathways Segment

    • Of Reproductive Age Women

      20%
    • Largely Feature Phone or Basic Phone

How do they use their phones?

Women use their phones to stay connected, manage financial transactions, consume entertainment, express themselves, and access information for everyday needs. Patterns of use are shaped by relevance, familiarity, and the constraints of their social and material contexts.

  • Mobile Ownership (DHS-8 2024)

    83%
  • Smartphone Ownership

    13%
  • Uses Mobile for Financial Transactions

    13%

Reach and Connection

Use is focused on personal communication and limited to making and receiving calls. Some women who have sales based livelihoods may also use phones to communicate with their customers or suppliers. Messaging is not operated directly, text messages are sent and read with help from others.

Entertainment and Stress Relief

Entertainment is primarily offline, centred on media shared via Xender/​Bluetooth, including audio and video, and reading material for those able to read (likely in Arabic). Usage could include offline apps such as cooking apps, games, or basic photo filters, with engagement oriented toward consumption rather than posting or active social participation.

Learning and Growth

Uses offline apps to learn practical skills such as cooking and stitching, and listens to health-related information on the radio. Learning can be active - intentionally accessed through apps, or passive, via radio-based content.

Transactions and Financial Security

No independent use of digital financial services.

Self Promotion and Expression

Limited or no engagement in self-promotion or expression.

Tracking

Does not engage in health or financial tracking.

How do they get access to their phones?

Access to phones is often mediated through family and social networks, with devices acquired, shared, or supported through these relationships. Patterns of ownership, control, and continuity vary across geographies and reflect broader gendered and economic conditions.

  • Is in the Top 40% by Household Wealth Nationally

    76%
  • Partner Works in a Professional or Managerial Role

    14%
  • Has Year Long Employment or Livelihood Activity

    47%

Access to Device and Consumables

Unlikely to have had early phone access. Husbands may provide basic phones to enable contact. 

Likely has a basic or feature phone, or share a device with her husband, children, or co-wife when she does not have her own.

Requires others to provide airtime and load media.

How do they learn how to use their phones?

Women build digital capability over time through a combination of early exposure, literacy, and support from others. Facilitators, such as family members, peers, or intermediaries often play a role in shaping how skills are developed and how confidence is built.

  • Can Read Full Sentences

    16%
  • Cannot Read at All

    37%
  • Has Secondary and Above Education

    29%

Base Capabilities

Little to no early digital exposure implies that most learning happens in adulthood, supported by partial literacy.

Learning Style

Likely requires step-by-step demonstration and sustained support for anything beyond the basics. May not be able to transfer skills across devices.

Learning Needs

Needs support for tasks beyond the basics, including saving numbers and accessing offline media.

Facilitators

Facilitation is likely to come from immediate family members, as she requires ongoing support.

What are the challenges they navigate?

Women navigate interruptions in access, limitations in resources, and a range of digital risks. Their use of phones is shaped by social expectations and relationship dynamics, which influence when, how, and how freely they are able to stay connected.

  • Has Internalised Domestic Violence

    19%
  • Participates in Household Decision Making

    40%
  • Household has Electricity

    82%

Disruptions caused by Financial Shocks, Damage, Degradation and Loss

Disruptions occur fairly often but primarily affect entertainment and media consumption. Borrowing phones mitigates the worst effects.

Managing Recurring Costs (data, airtime etc.)

Recurring costs are largely for airtime, not data. While running out of airtime creates some disruption, it does not significantly affect offline media consumption. 

Charging Cycles

Power sources are often available nearby or at home. When this is not the case, careful battery management is required.

Norms, Control and Coercion

With little to no early exposure, restrictive norms after marriage may be more readily accepted and internalised. Scrutiny remains limited because her usage is minimal.

Older women in these groups, especially those with limited early digital exposure, may not recognise the value of digital use and may internalise and reinforce restrictive gender norms. This tendency is often more pronounced among more vulnerable women with limited education.

Perception of Risk

May face threats via calls, such as fraud, but exposure remains low due to limited use.

Response to Digital Risk

No proactive required response due to limited use.