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The mobile banking customer that isn’t : drivers of digital financial services inactivity in Cote d’Ivoire (Francês)

Côte d’Ivoire is the largest Digital financial services (DFS) market in the West African economic and monetary union. Côte d’Ivoire has a high level of inactive DFS accounts that have not been used for over 90 days. While there are wide differences between providers, data indicates that even under the best case scenario almost 50 percent of the total number of registered DFS clients are inactive. To investigate the causes of inactivity and learn how they can be addressed, The Partnership for Financial Inclusion, a joint initiative of IFC and The MasterCard foundation to advance mobile financial services in Sub-Saharan Africa, carried out market research in cooperation with two of the largest DFS providers in Côte d’Ivoire. The study found three main barriers to usage. There is no single solution to increasing customer activity in the digital financial services market. However, there are a range of actions that can be taken to help overcome the issues that contribute to an inactive clientele. This study has highlighted some important new areas for research and lessons learned for the industry as a whole.

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