1. 1. Digital Life 2010TNS Research InternationalMarket and Social Research in Kenya since 1971
2. 2. More details This document presents a top-line summary of findings launched on 2nd December, 2010. This study comprises a rich data set and in order to fund on-going research of this nature, we are selling the detailed findings to interested parties, along with a customization of the results to their requirements The cost for Kenya is US$5,000, and for Uganda and Tanzania US$3,500 respectively with a discount for those who sign up before Christmas and regional discount. Global and Sub-Saharan reports are also available For more information on the detailed customized report, contact melissa.baker@research-int.com
3. 3. Key Question AreasThis report covers some of the findings but indicated below are a vast number of other detailed findings you get if you purchase the study. They are as follows:Usage behaviourPurchasing behaviour Diagnostics Activities engaged in Use of online and offlineDigital Life segments Importance of activitiestouchpoints when researchingDemographicspurchases Frequency of activity SociographicsPassive and active digital engagement Emotional, social and functionalactivities Time spent on activitiesneeds mappingOpenness to brand interactions Future activity behaviour Growth potential analysisOnline ad interactions Use across fixed/mobile Social interactionsOnline and offline buying platformsOwnership of Technologybehaviour across categories Use of other non-internet media devices Top sites visited Time spent of sites
4. 4. Our ApproachSample Design:Region: Nairobi. Mombasa & Kisumu only, 800 interviews. 400 online and 400 face tofaceAge from 16-60 and representative of the active online populationWe have grouped different Digital activities into 11 meaningful categories, allowingfor deeper understanding on a consistent basis:Multi- Social Email Info Organise Admin Shopping Browsing News InterestGamingmedia
5. 5. Business Issues Digital Life InvestigatesBusiness Applications:1. Growth Opportunities What is the state-of-play in2. Developing a digital strategythe digital landscape?3. Platforms to focus on4. Where to focus investment How do we maximise 1. Product features & functionality2. Which communication channels opportunities with the3. Viable social media strategies digital consumer?4. Selecting the most effective touchpoints1.Formulating different strategies for differentHow and to whom do we consumerstailor the message? 2.Targeting the needs of different digitalconsumer groups
6. 6. A Regional Perspective Egypt Morocco 80 32 22% 33% UgandaNigeria33 10% Kenya152 4029% 10% Tanzania South Africa 42 491.6% 11%Population (millions)Africa 11%Internet accessWorld 29%Source: Internet World Stats (www.internetworldstats.com 2009)
7. 7. But trial is high% ever surfed internet 4953 49 4231 An average of 45% across East Africa urban, haveMombasaNairobi Kampala SalaamArusha Dar esused the internet.but what about the mobile internet?Based on adult sample in each cityEast Africa Survey TNS RI July 2009 n=2532
8. 8. Mobile is higher in emerging markets than developed marketsAccessed the internet in last 4 weeks 85 67 60 35 41 242933 39Global20 26 Sub-Saharan Africa13KenyaPC atHomePC at WorkPC in MobileInternet phoneCafGlobal n=48804. SSA n=3812, KE n=800
9. 9. For the emerging world digital access is new First use of internet in past 2 yearsStarted using internet in last 2 years 23 176Global Sub-SaharanAfricaKenyaGlobal n=48804. SSA n=3812, KE n=800
10. 10. Digital engagement EgyptUgandaMorocco Developed 56Emerging38 51 43 48 Nigeria 44Kenya It is new and transformational43 51SA51 42TanzaniaNeed to educate this new audience
11. 11. Emerging markets are highlyengaged online 61445144 31% accessing internet 23daily % highly engaged GlobalSub-Saharan Kenya AfricaGlobal n=48804. SSA n=3812, KE n=800
12. 12. Mobile in Kenya is leapfrogging PCin work related purposesAccessed the internet in last 4 weeks for work purposes 29 31 23 12 Kenya PC at HomePC at Work PC in Internet Mobile Caf phoneKE n=400
13. 13. Daily media accessSSA SSA % accessing dailyDigital 6122 22 31TV5464 7369Radio36 61 7068Newspaper3248 4556Magazine 14 133822Global n=48804. SSA n=3812, KE n= 800
14. 14. Communication platforms are entry points in Kenya88 Activities undertaken at least several times a week Global 7468 67676565 61 57Sub- 5447 5249 Saharan 4545444442 Africa3738 Kenya27 22 23 24 1616 14 8 8 7 5 4 2Global n=48804. SSA n=3812, KE n=800
15. 15. Non-work related activities set to growLike to spend more time in the internet? time in the internet Like to spend more 53 33 16More time for work More time for non-workNo more timeKE n=400
16. 16. Daily online activityVia PC Via Mobile phoneE-mail48% 39%Social networking42% 51%Knowledge & Education37% 26%News, Sport & Weather 30%27%n=717, n=465
17. 17. Brand Information via social networks are a positive way to build brand support and interestReasons for brand-friending on Social Media SSASSATo benefit from Kenyans433519promotion /specific offerengaging withTo seekpromotions/special offers412917 brands are To get more information 404740 looking forabout the brand To support a brand Iinformation 35 3322enjoyabout them,To connect with a brand Ilike 25 3015but its not justTo use specific apps19 13 about havingpromoted by the brand 4a websiteTo do as my friends did 19 15 19 Global n=40819. SSA n=3107, KE n= 739
18. 18. Aspirers and Communicators are the two maingroups defining internet users in Sub-SaharanAfrica % size of segmentsThe Six Digital Lifestyles95 23 The internet is an Influencers 21 integral part of 20 my lifeInfluencers I just love talking 16 5and expressing215 myself 5I use the internet to gain 15knowledge, informationand to educate myself 13 62 The internet is important 51 for me to establish and 14maintain relationshipsIm looking to 19 create a personalspace online23The internet is apractical tool SSADigital LifestylesGlobal n=48804. SSA n=3812, KE n=800
19. 19. What are the Top 10websites for each ofthe Key Digital activities in Kenya
20. 20. Top 10 E-Mail sites inKenya Google 78Yahoo 57Facebook 38 MSN12 Daily Nation 8 YouTube 6Safaricom6 Standardmedia.co.ke5Skype 4My African Career 4020 4060 80n=187
21. 21. Top 10 social networking sites in Kenyafacebook.com 71 Google 64 Yahoo 32 YouTube16Twitter 12Skype 9 Wikipedia 7 Nationmedia5 Daily Nation 5Tagged5020 40 60 80n=187
22. 22. Top 10 Knowledge & Education sites in Kenya Google 83Wikipedia42 Yahoo 17Daily Nation9 Nationmedia8Standardmedia.co.ke7 Facebook7YouTube6 eHow6Career Point Kenya 6 0204060 80100n=188
23. 23. Top 10 News/Sport/Weather sites in Kenya Google41 BBC Online31Standardmedia.co.ke 26Daily Nation 25 Nationmedia23Yahoo22 CNN Interactive20Skysports8 ESPN8 MSN 6 0 1020 304050n=188
24. 24. Top 10 multi-media entertainment sites in KenyaYouTube63 Google39Capital FM 21 Facebook19Yahoo 16Kenyanlyrics7Myspace6 Wikipedia 5Daily Nation 5Nationmedia5 020406080n=189
25. 25. Top 10 Personal interest sites in KenyaGoogle 66 Facebook 30Yahoo17 Wikipedia 17YouTube13Capital FM 6BrighterMonday 6 BBC Online6Amazon 6 Twitter 5 020 40 6080n=186
26. 26. Finally Kenyans are craving for more online Use internet banking 42Pay utility bills34Watch TV in general online31Book Hotel/Restaurant or airline ticket 31 Advertise on-line31Submit income tax returns 30Shop online27 Sell on-line27Listening to radio online 25 Make/receive an internet phone call24n=400
27. 27. So what does this allmean for marketers? Digital is an emerging media in Kenya Prepare for an explosion of activity as quality access opens up latentdemand It will become more representative of the population, and is being driven bymobile access ensure mobile part of your digital engagement strategy Go mobile first. Consumers are expecting growth in online activities to stillcome largely from mobile, although expect browsing-related activities togain a foothold on the PC. Engaging consumers in the digital arena is not the same as traditionalmarketing and broadcast media its much more complex Understand different segments using the internet and engage with themaccording to their needs
28. 28. Some final thoughts Its all about ICE Communication/social, information, and Entertainment in Kenya Work on strategies to gain permission to enter the consumer social space Consumers link to brands to get more information. Ensure your brand page meets this need Enable on-line banking, browsing and purchasing, paying bills, watching TV and listening to radio online Get into the game early