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Mobile technology is associated with a variety of positive development and social outcomes, and as a result reaching the “final frontier” of uncovered populations is an important policy issue. We use proprietary 2012 data on mobile coverage from Collins Bartholomew to estimate the proportion of the population living in areas without mobile coverage globally and in selected regions and countries, and use spatial analysis to identify where these populations are concentrated. We then compare our coverage estimates to data from previous years and estimates from the most recent literature to provide a picture of recent trends in coverage expansion, considering separately the trends for coverage of urban and rural populations. We find that mobile coverage expansion rates are slowing, as easier to reach urban populations in developing countries are now almost entirely covered and the remaining uncovered populations are more dispersed in rural areas and therefore more difficult and costly to reach. This analysis of mobile coverage trends was the focus of an initial report on mobile coverage estimates. In a follow-up paper prepared for presentation at the 2016 APPAM International Conference, we investigate the assumption that levels of mobile network coverage are related to the degree of market liberalization at the country level.
Consumer attitudes are a key component in private sector market segmentation. Knowledge about consumers’ tastes can lead to better product design and more effective communication with target markets. Similarly, evidence suggests that farmers’ attitudes influence whether they adopt productivity-increasing technologies. Using consumer insights from the private sector, agricultural intervention programs can use market research, product development, and communication strategies to better understand farmers as consumers and best target interventions. This brief provides an overview of how farmers' attitudes affect their willingness to adopt new technology, and how knowledge of farmer attitudes can improve program design and implementation.