Digital Kenya Key Findings March 2010

Digital Kenya A study to understand the on-line life of Kenyans Key findings 5th March 2010

For further information regarding this project please contact: Melissa Baker – Melissa.Baker@research-int.com +254 722 522657 1

Contents of the presentation • Why Digital Kenya now? • Internet in our lives • Social life & engagement • Marketing • Knowledge • Government of Kenya services A study partnership between TNS Research International and the ICT Board of Kenya

So why Digital Kenya? • To help organizations understanding of how people in Kenya use the internet • To provide new analysis of the consumer and what motivates them to behave in particular ways when they are on-line • To understand the needs of users of the digital space in Kenya so as to harness opportunities and drive innovation of services for the future

6 key themes of our study GOK & Social social life & services engage The internet -ment Knowledge in our lives Buying & selling Marketing Basic facts and figures User typology

Method 1,669 responses Weighted to match Kenya user On-line survey profiles 20 in-depth interviews In depth interviews To profile needs and understand information from survey in depth Fieldwork: December - February Timing 5

The people who took part in the study Mainly Nairobi (77%), only 5% rural 25-34 (55%), 35-44 (27%) Nearly all degree or diploma holders 70% employed, 16% self-employed 53% work with a commercial company, rest with GOK / NGO. Majority male

Items respondents own A Colour TV 88 A Satellite dish/ DSTV/Cable TV subscription 31 A Microwave oven 52 A video/DVD recorder /camcorder 64 A mobile / cell phone with a working line 82 A mobile / cell phone with internet access 77 A personal computer for your own personal use at home 59 A personal computer with internet connection 51 A fixed telephone line at home or an outstanding application for one 13 A washing machine 14 A refrigerator 65 A Hi-Fi or music centre 53

1. The Internet In Our Lives

If you were ship-wrecked on a desert island and could rescue one thing, what would it be? PC connected to the 20 Internet 63 40 A Mobile phone 23 Satellite TV with 18 Kenyan and 5 Internet connection internation main priority… 7 2nd priority A range of books 4 1st priority An MP3 full of your 2 favorite music 2 DVD movies with 3 home cinema screen 1 3 A digital camera

The web is very important to Kenyan users, outstripping its importance in other countries 6.37.7 7.37.1 6.96.7 6.46.1 5.95.8 .9 5. 4 5 4 4 5 5.7 5.2 l n y s ia rway USA an ba nce n nd de stral rma Glo Jap Fra la Swe No ther Au Ge Ne How much would not having the internet affect your daily routine and personal activities? (10 = very much, 1 = not at all) 8 7 6 5 4 3 2 1 0 l ly y s ba ya n a an ea nc e Ita an K nd da SA ai n l ia ar k en nd lo en hi ap or U na tra ed la K C J K ra r m rla a U Sp us m in G F e he C A en Sw F G et D N TNS multi-country study

Office is facilitating internet access currently 42% not entirely happy 100 Where accesseshappy 42% not entirely internet 90 most the convenience of with the convenience of with often their connectivity their connectivity 80 70 60 56 50 40 30 20 12 12 9 10 10 0 0 fé t er ce ne o t m ca pu pl a ho Sp od e er m rk p ot M b co wo ile iH Cy a / ob ith m i-F w fro m ff ice y W op e O M a pt om L H

Mobile phone is now the main back-up source of access 6.37.77.37.16.96.76.46.15.95.85.95.75.45.2 5 4 4 ay us A l erl y ds Sw a No n erm e n ba an ali US nc e pa rw an ed lo tr ra Ja G F A th G Ne 58 60 Other places they use to access internet 50 40 36 33 30 26 20 18 12 10 0 fé er ce e o t m ca ut a on Sp e r p pl ph od be om rk le ot M C y a c / wo ob i iH ith m i-F w fro m ff ice y W op e O M a pt om L H

There is high demand for more phone browsing 50% prefer to use their phone to browse Small screen is the main barrier, & low content

Kenyans go on-line frequently, and demand is high for more… No of times those on line Duration of last connection connect each day 62% 65% 17% 2-5 5+ 1 hour +

Among these digital respondents, internet is more frequently used than conventional media Radio 18 Internet 5+ times a day 14 62 TV 22 2 - 4 times a day 77%17 want to spend 20 more time on the 36 1 time a day 14 internet 51 25 Less often / never 6 15 • Base: 1669 internet users

Expensive Cost and speed main barriers to greater use 42 Slow speed 40 Not enough time 29 Don’t have own internet-connected comp 19 Crowding in internet cafes 11 Concerned about privacy 10 Cost, speed, lack of time and lack of Cant see it clearly on my phone 9 internet-connected It’s a time waster 8 computer main barriers Travel far to access 7 No internet on my phone 7 Base: 1305 internet users who would Not Kenyan enough 7 like to spend more time online 1 11 21 31 41

Learning • Kenyan users become highly devoted to the internet • High demand for more access • Cost and speed still hindrances • Towards mobile phone based browsing as opposed to cyber café • Demand for better screens and mobile phone content

2. Needs served by the internet

Work is main sphere of motivation Sphere of life that motivates internet use Business/ work/ job search 82 Academic / education related 63 Leisure related activities 51 • Base: 1669 internet users

Information beats communication Most important need served Accessing reliable knowledge / 57 information Communicating with others (email / 39 social networking/ chatting/ VOIP) Buying products and services 2 Most important Getting entertained Accessing view points • Base: 1669 internet users

Information beats communication Second-Most important need served Accessing reliable knowledge / 34 information Communicating with others (email / 50 social networking/ chatting/ VOIP) Buying products and services 4 2nd most important Getting entertained 5 Growth areas Accessing view points 5 • Base: 1669 internet users

Top Ten Activities Done on Line KENYA GLOBAL Sent or received email (100%) Sent or received email (100%) Used a search engine (81%) Used a search engine (81%) Used a search engine like Google Used a search engine like Google Looked up the news (76%) Looked up the news (76%) (95%) (95%) On-line banking (74%) On-line banking (74%) Looked up the news (93%) Looked up the news (93%) Looked up the weather (65%) Looked up the weather (65%) Visited a specific website to get Visited a specific website to get Researched a product or service before Researched a product or service before information (90%) information (90%) buying it (63%) buying it (63%) Read newspapers (90%) Read newspapers (90%) Visited a brand or product website Visited a brand or product website Participate in messenger / chats (89%) Participate in messenger / chats (89%) (61%) (61%) Read something in Wikipedia (87%) Read something in Wikipedia (87%) Paid bills (56%) Paid bills (56%) Visited a social networking site (85%) Visited a social networking site (85%) Watched a video clip (51%) Watched a video clip (51%) Searched for information on disease Searched for information on disease Used a price comparison site (50%) Used a price comparison site (50%) (85%) (85%) Listened to an audio clip (44%) Listened to an audio clip (44%) Looked for a job (81%) Looked for a job (81%) KNOWLEDGE SEEKING AND MORE TRANSACTIONAL, SOCIALIZATION MARKETING AND MEDIA RELATED ACTIVITIES

Towards a needs based typology of Kenyan internet users Internal Others K Self K External

Trends • Internet motivated mainly by work related activities (as opposed to leisure) • Internet use is currently dominated by knowledge seeking behaviour and communication, entertainment/media, leisure and commerce are opportunity areas On-line banking relatively under-developed • Many Kenyans search for information on health and diseases on the internet

3. Social life and engagement

The web is widely used for social activities Messenger chats 89 Visit social networking 85 site e.g Facebook Upload/download 72 photos Become a member of an 65 on-line group Visit a blog 58 Post comments on 48 other people's blogs Meet someone new via 47 the internet Make or receive an 47 internet phone call Visit dating sites 36 Play online games 33

Drivers to social networking Social networks enable me to keep in contact with 37 people I woudn't normally be in contact with It is a cheaper way to keep 25 in touch with many people It is more interactive than 22 using my personal email Base: 1421 internet users who have visited a social networking site

Social networking Facebook 96 96% of social Hi5 38 networkers are Twitter 37 on Facebook Linkedin 30 Social network sites are very “sticky” YouTube 30 5+ times a day 25 Tagged 23 2 - 4 times a day 19 Yahoo 360 20 1 time a day 33 50% have more MySpace 20 Less often / never 23 than 100 Others (write in) 10 contacts on their favourite site • Base: 1421 internet users who have visited a social networking site

• Base: 1421 internet users who have visited a social networking site How many contacts do you have in your favourite Those who visit online social networking online social site? networking sites Base 1421 Less than 10 7 11 to 20 9 21 to 40 10 41 to 60 7 61 to 100 13 101 to 250 23 More than 250 26 Don't know 4

69% up-loaded photos / videos 56% Joined 56% contributed brand fan group to a discussion 48% met in person with an 40% clicked on old friend an ad 12% met & 24% met dated someone someone face to face first met online 6% got a job • Base: 1421 internet users who have visited a social networking site

Uploaded photos or videos 69 Posted com m ents / testim onials / review s 64 Write inform ation in m y profile 62 Contributed to topics of discussions 56 Joined a fan group of a brand 56 Joined school / university group 49 Met up in person w ith an old friend 48 Answ ered a poll 45 Clicked on advertisem ent 40 Cancelled a friendship/ rem oved som eone 37 t face to face w ith som eone that I originally m et online 24 Looked up ex-partners profiles 24 Met and eventually dated a person 12 • Base: 1421 internet users who have Posted an advert for m y products / services 12 visited a social networking site Got a job w hich I applied for 6

Who are members of the social network? Who are in your network on 66% link with your favourite site? 1421 family and friends Work colleagues 52 abroad Business contacts in the country 27 Business contacts outside the country 21 Friends/family living in the country 76 Friends/family living outside the country 66 40% keep in touch Online contacts who I have not met in person 40 with people they have never met in person • Base: 1421 internet users who have visited a social networking site

• Keeping in contact, cost effectiveness and the level of interaction key drivers behind social networking • Not widely used for business or job • Dating and games not as widely used as other forms of interaction • Way in which people interact internationally

4. Marketing

On-line consumers do much of their research on-line these days Researched online for or about 78% product or service (98%) 51% Researched on-line but bought direct 63% Know product in advance 81% Start with search engine (70%) 29% Ever bought online (94%) Comparisons are with on-line consumer study in Australia, China, India, Korea, Malaysia, Singapore. 6,000 interviews. Q4 2008

Payment 20% have bought online using a card 11% ordered on line but paid direct to provider

Lack of local delivery service and secure on-line payment main problem Delivery to Kenya is very expensive 23 88% would Lack of means of online payment 21 like to buy It is not secure to buy products/service 21 There are no local online providersand on-line of products or services 16 Products / services cannot be delivered 16 pay using Manufacturers / service providers that I like don’t sell online 9 mobile It is expensive to buy products/service 5 money Cannot find what I am looking for 3 I cannot get variety to choose from online transfer 3

Online services a. Ever b. Would like used to use % % Payment of bills 16 51 Online Banking 19 39 On line courses 28 33 Purchase of computers (laptop desktop) 14 31 Purchase of mobile gadgets (mobile phone PDA MP3) 11 31 Purchase of tickets for cinema / theatre / concerts 4 31 Purchase of home appliances 3 32 Paying for Music / Movie downloads 18 28 Purchase of books 24 28 Booking of Hotels / Restaurants 23 26 Automotive purchases (cars motorcycles) 10 22 Purchase of airline tickets 31 23 Software downloads 30 23 Audio visual (TV radio Hi Fi etc.) 3 21 Cosmetics: skin care/ hair care products 6 16 Dating sites 13 4

Online services Would like to use % Payment of bills 51 Online Banking 39 On line courses 33 Purchase of computers (laptop desktop) 31 Purchase of mobile gadgets (mobile phone PDA MP3) 31 Purchase of tickets for cinema / theatre / concerts 31 Purchase of home appliances 32 Paying for Music / Movie downloads 28 Purchase of books 28 Booking of Hotels / Restaurants 26 Automotive purchases (cars motorcycles) 22 Purchase of airline tickets 23 Software downloads 23 Audio visual (TV radio Hi Fi etc.) 21 Cosmetics: skin care/ hair care products 16 Dating sites 4

Advertising 92% seen an ad on-line 45% of these, influenced to buy • Base: 1669 internet users

Ways of becoming aware of an internet site that you have visited? From search engines like Google 90 From advertisements in other 29 media Through online invites from 22 friends From adverts / sponsored links 18 on search Through email adverts/links 17 By word of mouth 10 From Pop ups within a website 5 when doing From literature e.g. book epilogue 3 From product packaging 1 • Base: 1669 internet users

Most believable product / service reviews? Reviews by people who have used it 44% Manufacturer’s site 30% Dedicated site for product review 11% Blogs 4% Information in advertisements 3%

When it comes to product / service reviews on the internet, which one source is most believable? • Base: 514 internet users who have visited a social networking site Email links sent to you by sites and 4 manufacturers 1 Proposals by sellers on specific products and services tailored to your interests 2 4 Information in advertisements 3 12 2nd most important Blogs (in general) 4 Most important Dedicated websites for product reviews 25 (e.g. Cheap Flight, CNET, TripAdvisor, etc) 16 Reviews by people who have used the 26 service or product 44 Manufacturer's / Service provider's 23 website 30

Nokia Safaricom HP Compaq Dell Samsung Sony Top 20 sites Kenya Airways Toyota Apple Microsoft Nation Media Group Hewlett Packard Sony Ericsson Google Zain Toshiba LG East African Breweries Limited (EABL) Amazon • Base: 1466 Internet users who visited the Orange/Telkom official website of a manufacturer or provider

How to make your site interesting: Which one of the following are you most interested I down-loading from the internet? e-Books 35 Academic 19 papers Music 13 Movies/videos 12 Photos 3 Ring-tones 3 Games 2 Wallpaper 1 • Base: 1669 internet users

What are they looking for when researching products? Detail of product / service specification 88 Comparison of prices so as to get the best price 72 A comparison between different products 63 Consumer / user reviews 57 Professional reviews (reviews done by 53 professional reviewers) Which products and brands exist in each product / 48 service category Places/addresses to buy the products/services 42 offline Websites to buy or subscribe to the products/ 33 services online

Barriers to internet banking 39% would like to do internet banking Scared of fraud (27%) My bank does not offer it (20%) Never considered it (15%) Not relevant to me (14%) Like to deal with a real person (7%) The bank has many restrictions (7%) Don’t know how to set it up (5%) Cant be bothered with it (3%)

Learning • Marketeers need to embrace the internet --- widely used currently for researching products • Improve payment options • Develop local delivery options • Monitor with what others are saying about your products

5. Knowledge

Information seeking behaviour on the ,Use search engines like Google 95 internet Yahoo Visit news websites 93 Visit a specific website to get information 90 Read newspapers online 90 Read something in Wikipedia 87 Search for information on health or disease 85 Search for government related information 79 Research on the internet for or about product or service 78 Search for Kenyan local information 70 Read magazines online 69 Visit / use on-line education modules 65 Watch TV in general online 28 Write your own blog 21

Which have ever accessed /would like to access information on? Base: 1669 internet users Information areas Ever Would accessed like to access Education & (%) (%) Educational material health key areas 76 61 Online courses 55 54 Information on training institutions 63 51 Diagnosis of a disease from symptoms that you or others you know are suffering 60% don’t 54 47 always trust the General background or information on a disease 52 45 Tourism information on 45 41 Information on what drugs to take for a particular disease 34 40 the internet Checking up on the diagnosis that you have been given by a health care professional 33 38 Price of healthcare products 39% often don’t 14 38 HIV / AIDS find the 40 38 Reproductive health - (pregnancy and childbirth) they information 40 36 Agricultural information 20 27 are looking for Weather 26 24

Are there enough Kenyan sites? 29% Kenyan sites Online time spent on… 71% Foreign sites 89% Too few Kenyan sites

Top 10 suggested Kenyan sites Educational Information / e learning 38 Business related / e commerce 28 Entertainment 16 Social networking 10 Job Adverts 10 Training Research 8 News 8 Culture 7

Learning • Opportunity for Kenyan content • Especially e-learning and education • Business and commerce • Entertainment

6. GOK

Top 10 GOK sites 88% have Kenya Revenue Authority 26 Public service commissionor visited a GOK 11 parastatal site Kenya National Examination Council 7 Higher Education Loans Board 6 Central bank of Kenya 6 Department of immigration Kenya 5 27% found site Kenya wildlife service website very useful 4 The Kenya ICT Board Site 4 www.information.go.ke 4 e-Government 2

Information needs from GOK Status of ID / Passport application 69 Submission of income tax returns 65 Legal information/legal regulations/ provisions 56 Development projects being funded (e.g. CDF) / how money is spent / budgetary information 54 Exam results and candidate selection 54 Public service and Para-statal jobs 52 Report corruption cases 50 Constitution review process and copies of drafts 49 Government performance contracts (what each Government Body is supposed to do) 47 Population information (following the recent population census) 46 Health information 45 Customs and excise services 43 HELB loan repayment status 43 Disease outbreaks 42 Parliamentary proceedings 36 Roads construction projects (program for construction) 34 How and where to access agricultural information 29

Finally, some suggestions to GOK on how to enhance internet access... Increase internet connection in rural areas 32 Digitize more of the government services 27 Regulate the costs 21 Provide education on how to use the internet and its benefits 15 Policy making on Internet usage 3 Other 2

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Digital Kenya Key Findings March 2010

by Moses Kemibaro

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