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Media in Kenya: The Rise of the Connected Consumer

Akinyi Okulo & Njeri Wangarĩ

From B.I Century

The digital revolution is almost as

disruptive to the traditional media

business as electricity was to the

candle business

Ken Auletta American writer, journalist

and media critic, The New Yorker

Kenyan

Statistics

Mobile Phone Penetration 88%

Population between 18-35

years of age 60%

Population

45.4M

Internet users 31.9

M Broadband

Subscriptions

10.8M

Sources: GSMA Mobile Economy Sub-Saharan Africa 2017, Economic Survey 2017: Kenya National Bureau of Statistics Kenya 2016 Census, Communications Authority of Kenya

26.3M Mobile Money

Subscribers

Understanding the

Connected Consumer

Connected Consumer Profile

Majority born after 1980 Tech savvy Social online Always on Mobile phone

Better Educated More self assured Extremely image conscious

Sources: Google Consumer Barometer survey, 2009 Census, GeoPoll Straw Polls, GFK, Deloitte

Time Spent Online

44% of Kenyans use a smartphone

to access the internet

Sources 2016 Consumer Barometer survey by Google & Digital Life Study, TNS Research International, 2010

• Connecting and sharing • Keeping up to date with current

affairs • Browsing for things to buy online or

offline • Checking personal email • Watching video, listening to music • Sourcing general information and

learning online

Time Spent Online

We are now in the

UGC age User Generated Content

UGC & Media on Demand

Traditional Media still rules in Kenya

Radio Reach 89%

TV Reach 77%

Newspaper Reach 65%

Source: 2017 GeoPoll Audience Measurement data

• Preferred source of news?

36% 34% 31% 39% 42%

31% 27% 32%

34% 31%

18% 23% 21% 15% 9%

Total 18-25 26-35 36-45 46+

Others

Community leaders

Friends/family

Websites

Newspaper

Social media

TV

Radio

14 Source: The reality of Fake News in Kenya study, May 2017 by Portland & GeoPoll

Mainstream Media Still Dominates, Social Media key

Content is the new Currency of

Media Buying

Radio

21%

51%

28%

17%

57%

26%

17%

47%

36%

ENGLISH KISWAHILI VERNACULAR

Radio Share Of Language

2017 2016 2015

Source: 2017 GeoPoll Audience Measurement data

TV Programming & Content

Source: 2017 GeoPoll Audience Measurement data

For many readers, Twitter is a headline service that drives

them to traditional news outlets for deeper coverage,”

Eric Kuhn CNN, Social Media

Newspapers

Digital’s impact on Media Research

What next? Priorities

Marketing to a Fragmented Audience

1. Understand customer perceptions and behavior through statistical data

2. Market Segmentation. 3. Adopt Integrated Marketing Communication (IMC) strategy

Source: callahancreek.com

Measuring Fragmented Media

What variables to measure

What methods to use

What information to report

SMS Quiz

Akinyi Okulo

research.geopoll.com

akinyi@geopoll.com njeri@geopoll.com

Njeri Wangarĩ

Text the word MSRA

to 70555