1.
Internet & Social Media usage
UGANDA’S DIGITAL
LANDSCAPE
Internet & Social Media usage

2.
INTERNET USAGE
IN
UGANDA
Active internet devices with IMEIs
7.9 MILLION
27 Million Active SIM Cards
27 MILLION
SOURCE: UCC & ESKIMI
Majority of users are below this age
<35 YEARS
85% of users reside & work here
which accounts for 48.6% of GDP
GREATER KAMPALA
New Internet connections per month
+230,000 MONTHLY

3.
INTERNET
ENABLED
PHONES
CHINESE BASED
TRANSSION
HOLDINGS HAS 52%
MARKET SHARE WITH
IT’S BRAND TECNO,
ITEL & INFINIX
3
37%
26%
8%
7%
6%
4%
2%
1% 9% Tecno
Samsung
iTel
Infinix
Huawei
Apple
Fero
Xiaomi
Others
SOURCE: ESKIMI

4.
USER TRAITS
Classification done data
on home location, Price
of phone, data usage,
Google & Facebook data,
web browser data, car
ownership, marital status
etc.
4
7%
15%
30%
48%
Social-Economic Classification
A B C1 & C2 DE
SOURCE: ESKIMI

5.
SOCIAL MEDIA
USAGE
5
Facebook
MAU:
2.5m to 3m
39% Female
61% Male
Twitter
MAU:
360,000
21% Female
79% Male
MAU:
480,000
40% Female
60% Male
Instagram
MAU:
690,000
36% Female
64% Male
Linkedin WhatsApp
MAU:
1,500,000+

6.
FACEBOOK USAGE IN
MAJOR TOWNS
Key Metrics
TOTAL USERS MALE FEMALE
KAMPALA 2,100,000 1,500,000 600,000
MBARARA 80,000 60,000 20,000
JINJA 34,000 25,000 9,000
MBALE 29,000 20,000 9,000
ARUA 25,000 20,000 5,000
ENTEBBE 22,000 15,000 7.000
GULU 20,000 15,000 5,000
FORT PORTAL 15,000 12,000 3,000
6
Facebook is Uganda’s largest Social Media platform
with 2.5 – 3 Million active monthly users.
Source: Facebook Audience Insights

7.
BREAKING DOWN
UGANDAN AUDIENCES
7 MM.DD.20XX
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Senior Formal Corporate
Teens
Swagg
TOOL CREDIT: MULINDWA SSEKANWAGI

8.
WHATSAPP USAGE
8
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Senior Formal Corporate
Teens
Swagg

9.
FACEBOOK USAGE
9
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Senior Formal Corporate
Teens
Swagg

10.
TWITTER USAGE
10
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Senior Formal Corporate
Teens
Swagg

11.
INSTAGRAM USAGE
11
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Senior Formal Corporate
Teens
Swagg

12.
LINKEDIN USAGE
12
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Senior Formal Corporate
Teens
Swagg

13.
YOUTUBE USAGE
13
A/B
C1
C2
DE
13-17 18-24 25-34 35-44 45-55
KatalaKyalo dreamer
Junior Formal
Corporate
Lucky chaps
Executives and Managers
Abaloodi
Hard Knock
Hustlers Entrepreneur
Senior Formal Corporate
Teens
Swagg

14.
SOCIAL MEDIA DISCUSSIONS
14
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Twitter LinkedIn Instagram YouTube
News & Politics Trivia Career & Lifestyle EducationSOURCE: BRANDWATCH

15.
SOURCE: ALEXA16
TOP 12 LOCAL WEBSITES
NAME CATEGORY
1 Jumia E-Commerce
2 Monitor News
3 URA Tax Transactions
4 New Vision News
5 Betway Betting
6 Makerere University Online Education
7 BetPawa Betting
8 Howwe Biz Gossip & Music
9 Jiji Uganda E-Commerce
10 Great Uganda Jobs Jobs Portal
11 ForteBet Betting
12 The Uganda Jobline Jobs Portal