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Independent Advanced

Mercy

Age
22 Years
Location
Nairobi
Marital Status
Separated
Education
Complete Secondary
Pathways Segment

A single mother relying on digital platforms to manage childcare independently

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For women who lack family or community support, digital platforms can fill that gap and improve care but only when women have the skills and confidence to search, judge, and apply what they find. Access alone is not enough. 

How She Uses the Phone 

After becoming estranged from her family, Mercy has been raising her child on her own in Nairobi. With no one at home to guide her, she depends heavily on digital platforms for day-to-day childcare. Google is her first stop whenever she notices a new symptom or behaviour. I search first,” she says, then I decide if I need to go to the clinic.”

TikTok offers short demonstrations on feeding routines, calming techniques, sleep practices shared by other mothers, which she saves and tries with her child. YouTube helps her with more detailed care tasks, such as preparing nutritious meals or understanding developmental signs. Facebook groups give her access to large communities of mothers whose questions, comments, and experiences provide reassurance.

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I don’t have anyone at home to ask about my child,” she says. But on Facebook I feel safe. The women there don’t judge. I can ask anything, and someone will answer me kindly.”

At the same time, Mercy’s phone use is closely monitored by her sponsor, who is paying for the diploma in Sales and Marketing that she is currently pursuing. Although he does not live with her, he visits occasionally and checks her phone.

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He scrolls through her WhatsApp chats, Facebook messages, and call logs, worried that she is too visible” online and suspicious that she may be talking to other men. Because of this, Mercy moderates what she posts and deletes conversations she fears may upset him.

Despite this surveillance, she continues to rely on digital platforms to learn how to care for her child. She often returns to saved videos late at night, after her baby has fallen asleep. He doesn’t like how much I’m online,” she says. But I still go back to those groups. That’s where I learn how to take care of my child.”

Her Ecosystem of Learning and Facilitation 

Mercy’s comfort with digital tools began early. Growing up, her family shared a single household phone used mostly for schoolwork. Watching her older siblings navigate apps, browse the internet, and switch between tools, made phones feel familiar long before she owned one herself.

As an adult, she has developed a strong learning style shaped by observation, and trial and error. At work, she notices colleagues using shortcuts or new tools and pays attention. When someone introduces her to apps such as Trello for task tracking or Google Photos for organising field documentation, she tries it immediately. I just click and see what happens,” she says. That’s how I learn.” She explores menus, experiments with features, and decides whether the tool fits into her routine.

Not everything sticks. A colleague once recommended a complex sales-tracking app, which she tried for a week before deleting it because it slowed her down. Another suggested Google Sheets instead. After a few attempts, she learned how to format tables and sort client lists and has used it ever since. She also tested different navigation apps including Waze but eventually settled on Google Maps because it made more sense” to her.

These small cycles of testing, adjusting, and adopting reflect how Mercy learns: she is self-driven, willing to experiment, quick to discard what doesn’t work, and confident once a tool proves useful.

Facilitators: Women in this persona are likely to benefit from a wide group of facilitators, including family and peers in early years, with peer facilitation becoming more prominent over time.

27% of women in this persona report having a professional, technical or managerial job. (DHS-8, 2022)

Learning Style: Women in this persona may be considered digital natives due to early exposure. They are likely to learn through observation, one-off nudges, and independent exploration of advanced uses.

Early Access to Device: Women in this persona are likely to have had early access to shared devices in childhood, with independent access as they became older.

Response to Normative Control: Some women in this persona may push back against this control and continue to find ways to engage online, including using passwords for privacy control. This pushback can create tension within the relationship and may in turn trigger partner violence.

Monitoring and Coercion after Marriage/Co-Habitation: For women in this persona husbands or partners may monitor social media use, sometimes linked to concerns around infidelity. In some cases, women may be "banned" from using certain apps that expose them to unknown contacts.

Partners of 12% of the women in this persona stay elsewhere. (DHS-8, 2022)

43% of the women in this persona report a moderate level of control issues from their partners and 16% report a high level of control issues. (DHS-8, 2022)

Moderate level → 1-2 control issues reported
High level → More than 2 control issues reported

Reach and Connection: Women in this persona may use Facebook to maintain and expand social connections.

Learning and Growth: Women in this persona are likely to actively use platforms such as Google, YouTube, Facebook, and TikTok to search for information (e.g., health information for new mothers).