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- Title
EVALUATING THE GENDER-INCLUSIVE UPTAKE OF NEW MEDIA PLATFORMS BY NANO AND MICRO ENTERPRISES IN KANO STATE NIGERIA.
- Authors
Ola-Akuma, Roxie Ojoma; Okocha, Desmond Onyemechi
- Abstract
This research sought to evaluate the gender-inclusive adoption and utilisation of new media platforms among Nano and Micro Enterprises in Kano State, Nigeria. Situated within the framework of the Digital Divide Theory, the study employed a quantitative data approach collected through a survey questionnaire from 105 purposefully sampled nano and micro business owners across the state. The study tested a hypothesis regarding the relationship between gender and technology adoption; specifically focusing on various new media platforms such as social media networks, mobile phones, and e-commerce. The data analysis involved a descriptive statistics and cross tabulation methodology with a chi-squared test to determine whether significant gender disparities exist within technology adoption and utilisation patterns. The findings indicate that, contrary to the initial hypothesis, gender does not play a statistically significant role in explaining these disparities. Instead, the analysis uncovers age and educational level as more influential factors in determining technology adoption patterns. Notably, both male and female entrepreneurs in the 26-35 age bracket exhibited a higher propensity for adopting and utilising new media technologies. Moreover, those with a secondary school education level showed more extensive usage across various technology categories. The study's implications extend to the development of strategies for fostering digital inclusion in the region, emphasising the need for policy interventions, awareness campaigns, and capacity-building programs targeting women entrepreneurs.
- Subjects
SMALL business; BUSINESSWOMEN; INNOVATION adoption; GENDER inequality; DIGITAL inclusion
- Publication
Journal of Development Communication, 2024, Vol 35, Issue 1, p21
- ISSN
0128-3863
- Publication type
Article