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CELL PHONE NOW AT THE CENTRE OF DAILY LIFE WITH 95 % PENETRATION
Subscription to the second screen over the years is phenomenal as radio set slowly wanes
78.7 %
Own Phone ( Any at all )
95.4 %
50.2 %
Ordinary cellphone
50.6 %
30.0 %
Feature phone
13.8 %
19.0 %
Smartphone
50.7 %
2015 2022
71.0 %
55.2 %
Radio set ( or hifi with radio )
32.0 %
TV set
53.0 %
4.0 %
4.8 %
Desktop computer or laptop
Households ( out of 13m )
1.6 %
Tablet
1.6 %
• According to CA of Kenya , there were 59m connected phone devices in Q3 2021 . 67.9 % were feature phones while 53.4 % were smartphones
• In 2016 , BusinessWire predicted a growth of digital TV from 38 % in 2015 to 52 % in 2021
12.4m 6.4m 1.8m 6.9m 7.2m 6.9m 0.9m 0.3m
Based on all respondents – N = 12 + ( 10,005 ))
1 ‒ © 2022 Ipsos | Kenya All Media & Products Establishment survey
explosion - with social media growing in prominence as a perceived authoritative voice ; more and more online platforms breaking news as they happen .
Though social applications such as Facebook , Twitter , and Google are debasing more quickly as newer applications like Betting , TikTok , Telegram and Opera become more attractive to the youth . The print media on the other hand has been slowly transitioning to the digital space while growth in readership has remained stagnant at 8 % per week .
The study also indicates that ownership of ordinary / basic phone remains at 50 % and listening has not increased significantly ( from 76 % to 79 %). Also unchanged is the growing influence of social media and the fluid nature of social media engagement .
Our data also shows that the advertising spend in Kenya has continued to grow since 2015 with 2021 data estimated at KES7 Billion a month - and more than ever , advertisers seek to maximize ROI on their marketing budgets …
On the economy , financial services are deepening with the mobile phones dominating . About 71 % of Kenyans are using non-banking services with 38 % saving through mobile money , mobile banking ( 30 %), chama / table banking ( 17 %), savings and credit co-operative societies ( 6 %), Micro-finance ( 4 %). About 17 % of Kenyans have access to financial loans out of which 7 % access credit facilities through
mobile phones , 4 % from family and friends while 3 % use chama / table banking .
For the insurance industry , the study has revealed that there is more work to be done to increase the penetration rate of their services . Data shows that only 12 per cent of Kenyans are enrolled on the National Hospital Insurance Fund ( NHIF ). This begs the question of whether insurance and pension managers , who normally use check-off system will leverage on the emerging mobile phone technology where money seems to be moving to increase the uptake of their products and services .
Knowing your audience , understanding the issues they face , and being aware of what they think about society - and your media organization in particular - are important factors for fine-tuning what you offer to better inform the public debate .
Therefore , the new data is a critical ingredient in the decision making as well as allows media , advertisers , agencies to keep pace with the changing consumer needs and habits to adapt accordingly .
I am certain , the 2022 Media Establishment Survey will indisputably set the new benchmark for the media landscape and become the industry currency . It will help the media and organizations to produce better content that is more focused on audience needs and it will help generate new ideas for producing audience-related programmes and materials . It will also offer sales and marketing teams with the information they need to try to monetize the content they produce and highlight new business development opportunities which can help ensure businesses and other entities are more accessible to more people .
But the 2022 Media Establishment Survey should not be an end in itself - as an industry we need to restart the conversation on what next ?
We need to reopen the conversation on passive audience tracking . This remains the most ideal approach ( gold standard ) in measuring and tracking audience consumption behavior in real time - industry will have access to granular and accurate data . I don ’ t see why Kenya should be left out .
At Ipsos , we provide measurement solutions across the media industry , developing , and delivering PAMCo , RAJAR , Route , IPA Touch Points , and the BARB establishment survey . We have a perfect mobile - MediaCell which has been tested and proven in many markets … including the latest South Africa . MediaCell is mobile app-based solution that passively tracks consumer media consumption - in home , transit and out of home .
Chris Githaiga , is the Ipsos in Kenya Managing Director . You can commune with him on this or related matters via email at : Chris . Githaiga @ ipsos . com .