happening at state/regional level), weather information, information on where to get everyday household goods (at a better price), and information about job opportunities are ranked at the very top (Table 2). Sports, entertainment, horoscope and other “entertainment” related information is ranked much lower. The top 6 categories remain consistent even when urban areas and rural areas are considered separately. But weather information rises to the second most important information need in rural areas, reflecting perhaps the dependence on rainwater for agriculture related livelihoods. Despite high penetration of TV (in 50% of households) and radio (in 18% of households), very few people (under 10%) rely on these sources to get information. Instead, it is word-of-mouth that works in Myanmar today: nearly 70% of respondents say friends/family are the main source of information. A ubiquitous and personal device such as the mobile phone may be able to play a significant role in filling the gap and fulfilling information needs of people of Myanmar. More mobile subscribers (54%) than non-subscribers (37%) felt they required more information that they already have access to; a large number were unsure. Owners are hungrier for more information. When respondents are asked if they require “more information than they currently have” about their key information categories, 54% of owners say “yes” (i.e. they need more information) compared 37% of non-owner users. When asked if they get certain types of information fast enough, 54% of owners say “no” compared to 42% of non-owner users. Table 2:Top-three information needs in Myanmar in 2015 (% of 15-65 Population) Most important 2nd most important 3rd most important Community news, about things happening in your ward/village 20% 11% 10% National news, about important things happening in Myanmar 12% 14% 13% Weather information 11% 12% 12% Information on where to get every day household goods and services and how much they cost (not business-related) 19% 3% 3% Information on job opportunities 7% 7% 10% Local news, about important things happening in state/region 6% 11% 5% International news, about important things happening in other countries 3% 7% 5% Health tips and information 3% 4% 8% Information on how to do or make things 4% 8% 2% Price information related to your line of work 3% 5% 4% New skills and ways of doing things that you can learn to enhance your earning capabilities 2% 3% 5%