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Guided Foundational

Amina

Age
30 Years
Location
Kaduna
Marital Status
Married
Education
Incomplete Higher
Pathways Segment

A food seller using a basic phone to support her daily business and routine

8

For some women, digital journeys do not stall, they end. Continued progression is not assumed or desired once phone use feels sufficient for daily life. Moving beyond this point would require both a clear reason to expand (a benefit that feels relevant and worthwhile) and confidence that the capacity to use more complex tools can be built. 

How She Uses the Phone 

Amina is 30 and lives in an urban neighbourhood in Kaduna. She sells groundnut cakes, preparing them at home and supplying regular customers and small shops nearby. Her phone plays a practical role in keeping this work going, but it is not central to how she thinks about her business.

Amina uses a feature phone that was passed on to her by her husband when he upgraded his own device. The phone supports only basic functions, and her use is focused almost entirely on calls. Customers call to place orders or check availability, and she calls shopkeepers to confirm pick-up times or payments.

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They call me when they want more,” she says. I also call to ask if they will collect today.” For Amina, being reachable is what matters most.

She does not browse the internet or explore apps, and she does not feel the need to. Airtime is more important than data, and her work continues even when there is no internet access. She prefers calls because they are direct and familiar. With calling, you finish and you know,” she explains. There is no confusion.”

Outside of work, Amina’s phone is mostly used for listening. She keeps religious audio files saved on the device and listens to them while cooking, resting, or in the evenings.

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This content feels appropriate and useful to her, and she returns to the same recordings often rather than seeking new material.

Charging is done at a nearby charging centre. Because the phone is a feature phone and her use is limited, the battery lasts longer. Even when charging takes time, it rarely interrupts her work for more than a day.

Amina’s phone use is steady and contained. It does what she needs it to do, and she does not feel pressure to expand beyond that.

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He brought it back and said, I have put it inside,’” Amina recalls.

He then showed her how to open the audio files, play them, and adjust the volume. At first, she was careful, worried she might press the wrong button. I was afraid I would spoil it,” she says. He repeated the steps until she could remember the pattern. After that, she did not need help again.

Amina does not search for or download new content herself. When she wants something added or changed, she asks her son. I just tell him what I want,” she explains. Basic learning happens in these one-time moments, which are enough for her to continue using the phone independently afterward for her limited needs.

Her digital use has grown only where she felt it needed to. With a hand-me-down feature phone and occasional help from her son, Amina has learned just enough to support her daily routine and keep her business running, without feeling the need to become more digital than that. 

Facilitation: For women in this persona, facilitation is likely to come from immediate family members, especially if she requires ongoing support.

In a recently conducted IVR based survey by Decodis, out of 404 women in urban Northern Nigeria who responded to questions about phone charging, 30% reported charging their phones outside their home.

68% of the women in this persona who work do so in sales. (DHS-8, 2024)

Learning Style: Women in this persona likely require requires step-by-step demonstration and sustained support for anything beyond the basics.

Learning Needs: Women in this persona are likely to needs support for tasks beyond the basics, including saving numbers and accessing offline media.

Access to Device and Consumables: Women in this persona are likely to rely on others, especially male family members, to get their phones charged and to load media on their devices.

Charging: For women in this persona, power sources are often available nearby or at home. When this is not the case, careful battery management is required.

Entertainment & Stress Relief: For women in this persona, phone based 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).

No women in this persona report having used the internet in the recent past. (DHS-8, 2024)

Reach and Connection: For women in this persona device use is likely to be 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.

83% of the women in this persona own a phone. (DHS-8, 2024)