
TNS RMS, a research agency in East Africa on Wednesday released a comprehensive view of what people do online in Kenya. TNS RMS has been in Kenya since 1988. According to their new CEO, Mr. Eric Reinewertz, there has been a tremendous growth in Kenya as far as internet usage is concerned. “The Rapid growth in the region has brought about big opportunities to brands and marketers. “ He said adding that digital marketing is wasted if not tailored to the local market.
He noted that in Kenya, companies have to be more creative when it comes to communicating to the consumers. They need to understand what their consumers use the internet for and how.
According to the research agency, 77% of Kenyans access the internet via their mobile phones while 64% via the computer. Bob Burgoyne, Associate Director Technology and Digital at TNS RMS noted that younger and older internet users experience the internet differently. “88 % of Kenyans from the ages of 16-20 access the internet via their mobile phones as opposed to the 48 percent of the 55-65 year olds.”
On the other hand, 55 % of the youth access the internet via the computers as opposed to 76 % by the older generation. Mr. Burgoyne insisted that it was important for companies to know what the consumers are saying out there through the different social media platforms.
“The power has gone to the consumers now. Their online comments influence the companies” says Burgoyne. After talking to 1000 Kenyans from Nairobi, Mombasa, nakuru, Eldoret, Nyeri and Kisumu, they found out that 73 % said that they would be happy doing their entire internet surfing via their Mobile phones. 76 % said that they would like to access the internet more on their phones if it were more convenient or has higher speed or connectivity. 68 percent said that they would like to use the internet more if it were not so expensive.
In contrast to Global internet use, Social is far more relevant then e-mail in Kenya. According to the findings, 36 % of Kenyans use Social Media, as compared to the 17 % that use e-mailing. 56 % of Kenyans visit Facebook on a daily basis, 21 percent use Google, 7 % are on twitter as well as on YouTube.
On a weekly basis, 76 percent visit Facebook, 52 % use Google search engine while 12 and 18 percent use twitter and YouTube respectively.
The research further indicates that almost a fifth of 21-24 year olds are on twitter weekly. 14 percent of these are male and 9 % of them female. They further found out that 57 % of Kenyans believe that what other people say about brands online can be trusted more than what the brands say.
62 % said that that they trust the comments their friends write about brands while 52 % trust the comments made by people they didn’t know.
Those who comment about brands online believe that they have influence and half use this as a customer service channel. 77 % said that posting comments online is an effective way to influence companies while 52% said they expect companies to contact them if they write something about them.
Two thirds of social network users use these sites to research brands and around half would like to be able to purchase products on social networks. Internet penetration in Kenya is growing rapidly and this evolution offers new opportunities for marketers to engage with consumers.
“For most people, the experience of the internet is ne, different to what was before, it’s mobile and social” says Burgoyne. He adds that the future of internet in Kenya is clearly mobile and marketers need to focus on interactions in the mobile space, with different strategies for mobile internet and fixed, targeting different audiences and needs.
Brand interactions via internet in Kenya are still relatively low. Consumers are resistant to brands “intruding” on their space uninvited but a third like to talk about brands.