TNS research-Digital life ke report
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TNS research-Digital life ke report

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Report by TNS research Kenya on the state of Kenyan online behavior as of 2010.

Report by TNS research Kenya on the state of Kenyan online behavior as of 2010.

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    TNS research-Digital life ke report TNS research-Digital life ke report Presentation Transcript

    • Digital Life 2010TNS Research InternationalMarket and Social Research in Kenya since 1971
    • 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
    • Key Question Areas • This 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 behaviour Purchasing behaviour Diagnostics •Activities engaged in •Use of online and offline •Digital Life segments •Importance of activities touchpoints when researching •Demographics purchases •Frequency of activity •Sociographics •Passive and active digital engagement •Emotional, social and functional activities •Time spent on activities needs mapping •Openness to brand interactions •Future activity behaviour •Growth potential analysis •Online ad interactions •Use across fixed/mobile •Social interactions •Online and offline buying platforms •Ownership of Technology behaviour across categories •Use of other non-internet media devices •Top sites visited •Time spent of sites
    • Our Approach Sample Design: Region: Nairobi. Mombasa & Kisumu only, 800 interviews. 400 online and 400 face to face Age 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 Interest Gaming media
    • Business Issues Digital Life Investigates Business Applications: 1. Growth Opportunities What is the state-of-play in 2. Developing a digital strategy the digital landscape? 3. Platforms to focus on 4. Where to focus investment How do we maximise 1. Product features & functionality 2. Which communication channels opportunities with the 3. Viable social media strategies digital consumer? 4. Selecting the most effective touchpoints 1.Formulating different strategies for different How and to whom do we consumers tailor the message? 2.Targeting the needs of different digital consumer groups
    • A Regional Perspective Egypt Morocco 80 32 22% 33% Uganda Nigeria 33 10% Kenya 152 40 29% 10% Tanzania South Africa 42 49 1.6% 11% Population (millions) Africa 11% Internet access World 29%Source: Internet World Stats (www.internetworldstats.com 2009)
    • But trial is high… % ever surfed internet 49 53 49 42 31 An average of 45% across East Africa urban, have Mombasa Nairobi Kampala Salaam Arusha Dar es used the internet.…but what about the mobile internet?Based on adult sample in each cityEast Africa Survey TNS RI July 2009 n=2532
    • Mobile is higher in emerging markets than developed marketsAccessed the internet in last 4 weeks 85 67 60 35 41 2429 33 39 Global 20 26 Sub-Saharan Africa 13 Kenya PC at Home PC at Work PC in Mobile Internet phone CaféGlobal n=48804. SSA n=3812, KE n=800
    • For the emerging world digital access is new First use of internet in past 2 years Started using internet in last 2 years 23 17 6 Global Sub-Saharan Africa KenyaGlobal n=48804. SSA n=3812, KE n=800
    • Digital engagement Egypt Uganda Morocco Developed 56 Emerging 38 51 43 48 Nigeria 44 Kenya It is new and transformational 43 51 SA 51 42 TanzaniaNeed to educate this new audience
    • Emerging markets are highly engaged online 61 44 51 44 31 % accessing internet 23 daily % highly engaged Global Sub-Saharan Kenya AfricaGlobal n=48804. SSA n=3812, KE n=800
    • Mobile in Kenya is leapfrogging PC in work related purposesAccessed the internet in last 4 weeks for work purposes 29 31 23 12 Kenya PC at Home PC at Work PC in Internet Mobile Café phoneKE n=400
    • Daily media access SSA SSA % accessing daily Digital 61 22 22 31 TV 54 64 73 69 Radio 36 61 70 68 Newspaper 32 48 45 56 Magazine 14 13 38 22Global n=48804. SSA n=3812, KE n= 800
    • Communication platforms are entry points in Kenya 88 Activities undertaken at least several times a week Global 74 68 67 67 65 65 61 57 Sub- 54 47 52 49 Saharan 45 45 44 44 42 Africa 37 38 Kenya 27 22 23 24 16 16 14 8 8 7 5 4 2Global n=48804. SSA n=3812, KE n=800
    • Non-work related activities set to grow Like to spend more time in the internet? time in the internet Like to spend more 53 33 16 More time for work More time for non-work No more timeKE n=400
    • Daily online activity Via PC Via Mobile phone E-mail 48% 39%Social networking 42% 51%Knowledge & Education 37% 26%News, Sport & Weather 30% 27%n=717, n=465
    • Brand Information via social networks are a positive way to build brand support and interestReasons for brand-friending on Social Media SSA SSA To benefit from Kenyans 43 35 19promotion /specific offer engaging with To seekpromotions/special offers 41 29 17 brands are To get more information 40 47 40 looking for about the brand… To support a brand I information 35 33 22 enjoy about them,To connect with a brand I like 25 30 15 but its not just To use specific apps 19 13 about having promoted by the brand 4 a website To do as my friends did 19 15 19 Global n=40819. SSA n=3107, KE n= 739
    • Aspirers and Communicators are the two main groups defining internet users in Sub-Saharan Africa % size of segments The Six Digital Lifestyles 9 5 23 The internet is an Influencers 21 integral part of 20 my life Influencers I just love talking 16 5 and expressing 2 15 myself 5 I use the internet to gain 15 knowledge, information and to educate myself 13 62 The internet is important 51 for me to establish and 14 maintain relationships I’m looking to 19 create a personal space online 2 3 The internet is a practical tool SSADigital LifestylesGlobal n=48804. SSA n=3812, KE n=800
    • What are the Top 10websites for each of the Key Digital activities in Kenya
    • Top 10 E-Mail sites in Kenya Google 78 Yahoo 57 Facebook 38 MSN 12 Daily Nation 8 YouTube 6 Safaricom 6 Standardmedia.co.ke 5 Skype 4 My African Career 4 0 20 40 60 80n=187
    • Top 10 social networking sites in Kenya facebook.com 71 Google 64 Yahoo 32 YouTube 16 Twitter 12 Skype 9 Wikipedia 7 Nationmedia 5 Daily Nation 5 Tagged 5 0 20 40 60 80n=187
    • Top 10 Knowledge & Education sites in Kenya Google 83 Wikipedia 42 Yahoo 17 Daily Nation 9 Nationmedia 8 Standardmedia.co.ke 7 Facebook 7 YouTube 6 eHow 6 Career Point Kenya 6 0 20 40 60 80 100n=188
    • Top 10 News/Sport/Weather sites in Kenya Google 41 BBC Online 31 Standardmedia.co.ke 26 Daily Nation 25 Nationmedia 23 Yahoo 22 CNN Interactive 20 Skysports 8 ESPN 8 MSN 6 0 10 20 30 40 50n=188
    • Top 10 multi-media entertainment sites in Kenya YouTube 63 Google 39 Capital FM 21 Facebook 19 Yahoo 16 Kenyanlyrics 7 Myspace 6 Wikipedia 5 Daily Nation 5 Nationmedia 5 0 20 40 60 80n=189
    • Top 10 Personal interest sites in Kenya Google 66 Facebook 30 Yahoo 17 Wikipedia 17 YouTube 13 Capital FM 6 BrighterMonday 6 BBC Online 6 Amazon 6 Twitter 5 0 20 40 60 80n=186
    • Finally Kenyans are craving for more online… Use internet banking 42 Pay utility bills 34 Watch TV in general online 31Book Hotel/Restaurant or airline ticket 31 Advertise on-line 31 Submit income tax returns 30 Shop online 27 Sell on-line 27 Listening to radio online 25 Make/receive an internet phone call 24n=400
    • 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 latent demand• It will become more representative of the population, and is being driven by mobile access – ensure mobile part of your digital engagement strategy• Go mobile first. Consumers are expecting growth in online activities to still come largely from mobile, although expect browsing-related activities to gain a foothold on the PC.• Engaging consumers in the digital arena is not the same as traditional marketing and broadcast media – its much more complex• Understand different segments using the internet and engage with them according to their needs
    • Some final thoughts…• It’s 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…