Understanding Mobile Phone Use in Electricity Scarce Context: Extended TAM for Sub-Saharan African Countries

In many developing countries, rural, remote and nomadic regions seem to be off the national grid power infrastructure leading to power scarcity, which could affect the presence and user experience of electronic devices such as radio and mobile phones. Considering the above, this study examined the presence of mobile phones in a rural community and the effect of electricity scarcity in the village on mobile phone user experience. A qualitative methodology was adopted. The context was purposefully selected to include communities with scarce electricity supply. 10 participants were purposively and conveniently sampled from the village and face to face interviews conducted to collect data. Based on the data analysis, the study found that mobile phones are present in electric scarce communities and that they are used for communication, socialization and businesses. People in electricity scarce communities’ power their mobile phones through various means including power banks, solar panel systems, car batteries and generators. The effect of scarce electricity on mobile phone user experience include users missing calls and missed opportunities included job related ones. Considering the usefulness of mobile phones and power to keep it running, as found in this study, the intention of rural dwellers to own, power and use mobile phones is high and this conforms to the perceived usefulness, perceived benefit and perceived performance constructs of the extended Technological Acceptance Model in the Sub-Saharan African context. The sample size for this study was small and hence is recommended that future studies consider a larger population.