Mobile Wallet Adoption in Myanmar

Abstract

This study explores the socio-economic and technological factors influencing mobile wallet adoption in Myanmar, with a particular focus on the role of marketing campaigns and their impact on spending behaviors and financial management. A mixed-method approach was employed, combining quantitative surveys from 200 respondents and qualitative interviews with five participants conducted across urban areas such as Yangon and Mandalay, as well as rural regions in Myanmar. Statistical and thematic analyses revealed that perceived ease of use is the most influential factor, with users valuing simple onboarding processes, user-friendly designs, and smooth navigation. Convenience and positive attitudes toward mobile wallets also play key roles in driving adoption, while security concerns remain a significant barrier. Marketing campaigns were found to raise awareness but have limited influence on actual adoption decisions. While mobile wallets promote frequent transactions and better financial tracking, they also contribute to impulsive spending for some users. The findings highlight the need to address security concerns, enhance user education, and introduce tools that encourage responsible financial behavior. By addressing these challenges and improving mobile wallet features, providers can attract more users, increase adoption, and promote financial inclusion in Myanmar.