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

1. Digital Life 2010
TNS Research International
Market and Social Research in Kenya since 1971

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. 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

4. 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 population
We have grouped different Digital activities into 11 meaningful categories, allowing
for deeper understanding on a consistent basis:
Multi-
Social Email Info Organise Admin Shopping Browsing News Interest Gaming
media

5. 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

6. 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)

7. 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 city
East Africa Survey TNS RI July 2009 n=2532

8. Mobile is higher in emerging
markets than developed markets
Accessed 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
Café
Global n=48804. SSA n=3812, KE n=800

9. 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 Kenya
Global n=48804. SSA n=3812, KE n=800

10. 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 Tanzania
Need to educate this new audience

11. Emerging markets are highly
engaged online
61
44 51
44
31 % accessing internet
23 daily
% highly engaged
Global
Sub-Saharan
Kenya
Africa
Global n=48804. SSA n=3812, KE n=800

12. Mobile in Kenya is leapfrogging PC
in work related purposes
Accessed 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 phone
KE n=400

13. 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 22
Global n=48804. SSA n=3812, KE n= 800

14. 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
2
Global n=48804. SSA n=3812, KE n=800

15. 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 time
KE n=400

16. 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

17. Brand Information via social networks are a
positive way to build brand support and interest
Reasons for brand-friending on Social Media
SSA SSA
To benefit from
Kenyans
43 35 19
promotion /specific offer
engaging with
To seek
promotions/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

18. 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
SSA
Digital Lifestyles
Global n=48804. SSA n=3812, KE n=800

19. What are the Top 10
websites for each of
the Key Digital
activities in Kenya

20. 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 80
n=187

21. 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 80
n=187

22. 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 80 100
n=188

23. 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 50
n=188

24. 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 80
n=189

25. 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 80
n=186

26. Finally Kenyans are craving for
more online…
Use internet banking 42
Pay utility bills 34
Watch TV in general online 31
Book 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 24
n=400

27. So what does this all
mean 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

28. 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…