media in kenya - marketing & social research association...
TRANSCRIPT
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
[email protected] [email protected]
Njeri Wangarĩ
Text the word MSRA
to 70555