Smartphone Usage in the Greater Accra Region of Ghana: What are the Critical Drivers?

Smartphone usage has increased significantly in recent times across rural, peri-urban and urban locations. However, the key underlying factors that drive the increased demand and usage are unclear. This study analyses the factors that influence people’s choice for smartphones across different geographical settings in the Greater Accra Region of Ghana, using a sample of 305 respondents. Data was collected using programmable tablets through a case study survey that sampled individuals across different locations randomly. By employing probit regression analysis, the study established that geographical location matters in the choice of smartphone usage. Urban and peri-urban locations significantly influence smartphone use while rural location was found to be insignificant. Education, age, access to mobile applications and access to mobile money services are positive and significant drivers of smartphone usage. Besides, the number of registered Subscriber Identity Module (SIM) cards used and affordability, negatively and significantly impacts on smartphone use. These findings are relevant to electronic consumers and companies, regulators and policymakers.