Synovate’s research on Internet usage in Kenya.
For anyone who follows this blog, you will know that I am passionate about technology and more specifically trends in Internet and mobile marketing in Kenya and the African continent. Therefore, it came as something of a pleasant surprise a couple of days back when I read an article in the Business Daily based on research findings done by Synovate Kenya (formerly known as the Steadman Group). Synovate’s research aimed to establish Internet usage trends in Kenya. The outcome, the “Digital Drive” report which is probably the first of its kind in Kenya identified the following key trends:
- Kenya now has over 2 million registered users on Facebook.
- Email is being discarded in favour of social networks like Facebook and Twitter by new Internet users in Kenya. One quarter of Kenyans who are online do not have email addresses.
- 79% of Kenya’s Internet users are members of Facebook.
- Daily and weekly internet usage in Kenya have both doubled in the last two years whereas monthly usage grew by over 80% in the same period.
- Kenyan Internet users spend approximately 70 minutes online during each visit. This utilization is comparable to the average amount of time spent on television.
The findings confirm what I have been expecting for sometime now. With over 4 million internet users in Kenya, as well as 18 million mobile subscribers, we are about to enter an era of digital marketing like never before. The fact that consumers are spending so much time online and that half of the internet users get online via their mobile phone will lead to a whole new chapter in marketing in Kenya. Media spending WILL change. Brands will DEMAND a better Return On Investment (ROI). Advertisers who do not evolve to ride the digital wave will be rendered IRRELEVANT. Obviously, its not (yet) all doom and gloom. It won’t happen overnight but the writing is undeniably on the wall – “its time to get digital marketing MOJO”. Meanwhile, I can’t wait to get my hands on the complete Synovate Digital Drive Report for Kenya and do a more detailed summary here.