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June 2025 The GSMA is a global organisation unifying the mobileecosystem to discover, develop and deliver innovationfoundational to positive business environments andsocietal change. Our vision is to unlock the full power ofconnectivity so that people, industry, and society thrive.Representing mobile operators and organisationsacross the mobile ecosystem and adjacent industries,the GSMA delivers for its members across threebroad pillars: Connectivity for Good, IndustryServices and Solutions, and Outreach. This activityincludes advancing policy, tackling today’s biggestsocietal challenges, underpinning the technology andinteroperability that make mobile work, and providingthe world’s largest platform to convene the mobileecosystem at the MWC and M360 series of events. At Ipsos we are passionately curious about people,markets, brands and society. We deliver informationand analysis that makes our complex world easier andfaster to navigate and inspires our clients to makesmarter decisions. With a strong presence in 88 countries, Ipsosemploys more than 16,000 people and has the abilityto conduct research programmes in more than100 countries. Founded in France in 1975, Ipsos iscontrolled and managed by research professionals. www.ipsos.com For this study, Ipsos worked with the GSMA as afieldwork partner and, as such, is not responsible forthe analysis or conclusions in this report. We invite you to find out more atgsma.com GSMA Connected Women The GSMA’s Connected Women programme workswith mobile operators and their partners to addressthe barriers to women accessing and using mobileinternet and mobile money services. ConnectedWomen aims to reduce the gender gap in mobileinternet and mobile money services and unlocksignificant commercial opportunities for the mobileindustry and socio-economic benefits for women. Partnership|Progress|Prosperity This material has been funded by UK Aid from the UKgovernment; however, the views expressed do notnecessarily reflect the UK Government’s official policies. For more information, please visitwww.gsma.com/connectedwomen This document has been financed by the SwedishInternational Development Cooperation Agency, Sida.Sida does not necessarily share the views expressedin this material. Responsibility for its contents restsentirely with the author. Authors:Nadia Jeffrie, Dominica Lindsey,Pippa McDougall Published:June 2025 This report draws on an annual survey that the GSMA hasconducted in Pakistan and other low- and middle-incomecountries (LMICs) since 2017, and the work of the GSMAConnected Women programme with stakeholders in thecountry. The latest survey data was publishedhereon14 May 2025. Mobile internet is transforming women’s lives In Pakistan,Sadiastarted using mobile internetto support her family when her husband couldnot find work. With support, she learned to usea smartphone to create videos of her henna andseamstress skills and upload them to Instagramto find new customers. Income from this workhas helped her to pay the family’s bills and forher children’s school fees. Now, she dreams ofopening a beauty parlour or sewing centre. Across Pakistan, mobile internet is transformingthe lives of women like Sadia, helpingmicro-entrepreneurs, farmers, workers andhomemakers to stay connected and accesscrucial information and services to supportthemselves and their families. This can includehealth advice, educational content for theirchildren, mobile money services for theirbusiness, weather and transport information,or video-calling family overseas. “One day I will tell the whole world that the economic condition of my home was dire,but through the internet, I have made so much progress.” Sadia, Pakistan The gender gap in mobile internet adoption has declined overthe past year More women in Pakistan are using mobile internetthan ever before, with most users accessing itdaily. In 2017, only 10% of women were mobileinternet users but now that number is close to50%. While more men in Pakistan use mobileinternet than women,our latest data shows thatthe gender gap has narrowed for the first timesince 2021. In 2023, women were 38% less likelythan men to use mobile internet, but this numberfell to 25% in 2024 (Figure 1). This was due to a sharp increase in the number of women adoptingmobile internet, outpacing men. A total of 8million women in Pakistan started using mobileinternet in 2024, compared to 5 million men.Women’s adoption increased by 12 percentagepoints, from 33% in 2023 to 45% in 2024. Drivenprimarily by rural women, this was the largestannual increase of any of the 12 countriessurveyed in both years. Figure 1Mobile internet adoption in Pakistan, 2017–2024 Percentage of total adult population Stakeholders across Pakistan are working to acceleratewomen’s digital inclusion This acceleration of women’s digital inclusioncomes at a time when a range of stakeholdersacross Pakistan are increasingly prioritising thisimportant topic, including the Govern