2016 Digital Marketing Statistics in Kenya Infographic

47+ EPIC Digital Marketing STATS Every KENYAN Entrepreneur and Marketer needs to Know.

Updated APRIL 2017

I love digital marketing statistics, they help me gauge customer adoption of the latest digital platforms and Channels.

However, seeing them in an pretty Infographic is one thing…

Making actionable marketing strategies based on them is where you truly start to see the value.

To help my fellow Marketers and Entrepreneurs get ‘up-to-speed’, am sharing these 47+ Digital Marketing Stats I believe will help you make the best marketing decisions for your business.

STATE OF DIGITAL (KENYA)

Mobile Landscape
  • 38.9+ Million Mobile Subscribers
  • 26.7+ Million Mobile Internet Subscriptions
  • 21.5+ Million Mpesa Subscriptions
  • 12.7+ Million Smartphone/Tablet Owners

Sources: CAK and Safaricom

Mobile Vs Desktop
  • 82% Mobile
  • 15.72% Desktop
  • 1.37% Tablet
  • 0.02% Console

Sources: Statcounter

Smartphone Usage
Most Used Features
  • 85% Messaging
  • 79% Calling
  • 78% Surfing
  • 45% Entertainment
  • 31% Online Shopping

Sources: Jumia

Market Share
Vendor ( Mobile)  – Feb 2016 to Feb 2017
  • 51.09% Unknown
  • 4.o6% Samsung
  • 2.67% Huawei
  • 1.2% Infinix
  • 1.82% LG
  • 1.19% Alcatel
  • 1.16% Tecno
  • 1.08% Htc
  • 0.88% Vodafone
  • 3.72% Other
O.S (Desktop & Mobile) – Feb 2016 to Feb 2017
  • 72.65% Android
  • 9.7% Windows 10
  • 7.32% Unknown
  • 4.o6% Linux
  • 2.67% Series 40
  • 1.2% Nokia
  • <1% IOS
Top 5 Internet Browser (Desktop & Mobile) – Feb 2016 to Feb 2017
  • 71.01% Opera Mini (Mobile)
  • 10.02% Chrome (Mobile&Desktop)
  • 3.81% Opera 12 (Mobile)
  • 3.79% Firefox
  • 2.87% Android (Mobile)

Sources: Statcounter

Marketing Tips
  • Focus your Marketing Campaigns through the eyes of your customers’ (Mobile & Desktop) journey.
  • While Smartphone ownership and Mobile Data is growing Fast. However, SMS and USSD still have the widest reach of any mobile Channel.
  • Build and test responsive digital assets like your website to caters to all types of screen sizes.
  • Use Micro commitments that lead consumers to the End goal (baby steps). For example: Gamification (survey, scratch cards, contests, loyalty programs) that lead to offers customers can redeem.
  • Create 3 – 12 months Marketing plans based around your business goals and Objectives.
  • Create Weekly/Monthly content calendar based on your customers interests.

 

CONSUMER BEHAVIOUR

Consumer Behaviour Stats (2016)
  • 44% of Kenyans use smartphones
  • 92% of Kenyans use both feature phone and smartphone
  • 17%  of Kenyans use a computer
  • 40% of Kenyans access the Internet daily
  • 30% of Kenyans use one screen – a computer, smartphone or tablet

Sources: Google Consumer Barometer

Consumer Behaviour Marketing Tips
  • People are connected now more than ever, with increased access across many devices, especially smartphones. Check out Google’s Consumer Barometer to understand how your Customers are using the Internet in their daily lives.

 

SOCIAL MEDIA

Social Landscape
  • 6.9+ Million on Facebook
  • 3+ Million on YouTube
  • 2.2+ Million on Twitter
  • 1.4+ Million on LinkedIn
  • 1.3+ Million on Instagram

Sources:Facebook, LinkedIn, Nendo and Google 

Social Media Marketing Stats
  • 52% of companies say Facebook is the most effective social channel for customer engagement
  • 81% of Facebook’s audience in Kenya use mobile only
  • 86% of social media users want to and do follow brands on social platforms
  • 57% are annoyed with too many promotions by brands
  • 75% have purchased something because they saw it on social
  • 57% are more likely to buy from a brand they follow

Sources: sprout social, Facebook, buzz sumo and buzzfeed

Social Media Marketing Tips
  • Create a Marketing Calendar based on your consumer’s journey and business goals
  • Use Facebook and Other social media Channels to Build your OWN Database Audience.
  • Drive audiences to Mobile pages/websites to get better conversions and sales instead of  Social Post Engagements.
  • Use the Pareto principle when it comes to posting content 80%(engagement) and 20%(advertising) posts.
  • Use VIDEO posts for Increased Awareness, Engagement and Consideration.
  • Use Facebooks’ Audience Insights to better Understand your Customers Interests.
  • Understand your Customers path to purchase and Match your Facebook ads Objectives according to your own Business Objectives.
    • Brand Awareness
    • Clicks to Website
    • Website Conversions
    • Video Views
    • Lead Generation
    • Engagement
  • Improve your Relevance Score when advertising to reduce ad spend by
    • Being specific with your targeting
    • Considering your Ads image and message
    • Refreshing your Ads
    • Learning from Testing Different Ad angles
    • Avoid using offensive and misleading content (Click bait) 

 

LOCAL SEARCH

Local Search Marketing Stats
  • Google 3-pack appears in 93% of local Searchers
  • 50% of consumers who conducted a local search visited a store within a day
  • 87% of smartphone owners use a search engine at-least once a day
  • 78% of Local-Mobile searches result in offline purchases
  • 76% of local searches result in a phone call

Sources: search engine land, search engine watch, AdWords and search engine watch

Local Search Marketing Tips
  • Complete Set-up and verify your Local listing on Google my Business for your business to show up for searches
  • Ask your customers to leave reviews on your Google Listing by
    • Placing review cards in your business
    • Placing review Widget on your website
  • Show case your reviews on your website using Widgets
  • Place your business information in as many online directories as possible.

 

MOBILE MARKETING

Mobile Marketing Stats
  • 90% of all SMS text messages are read within 3 minutes
  • The Open Rate of SMS is 98% Compared with 22% of Emails
  • Mobile offers/coupons are redeemed 10x more frequently than print offers
  • Average Click Through Rate of SMS is 14% Compared to just 2% Email and 1% Internet
  • 99% of apps only get used once.
  • 43% of SMS Responses are Within 15 Minutes
  • 96% of smartphone users text.
  • Over 80% of people would only like to receive a maximum of 2 marketing messages per month

Sources: tatango, txtmarketer, mobile marketing engine, acision, Digital marketing Magazine and fivestars

Mobile Marketing Tips
  • Engage and Promote consistently to your customers by Building a mobile Database.
  • Build your Database using SMS and Short Codes as they can be advertised anywhere.
  • Do not send SMS marketing messages without Prior consent from your consumers.
  • Sender IDs limit Database growth as they are intended for Alerts and Notifications, not Marketing.
  • Use Mobile Coupons to deliver your Offers and Promotions
  • Don’t Build an App if its not going to be one of your main drivers of your business goals and objectives.

 

DIGITAL MARKETING

Digital Marketing Challenges
  • 74% of SMEs are not using any tools to measure Online to Offline R.O.I
  • 47% Have little Knowledge to run Digital Marketing campaigns
  • 43% Have very little time in the day to maintain Digital campaigns
  • 30% Have a little or no advertising budget 
  • 26% Don’t have enough resources/Staff

Sources: rocks digital, forbes, belly and fivestars 

Digital Marketing Tips
  • Working with a Digital Agency can save you over 80% in Reporting and Management tools.
  • Digital Agencies also take care of the management of Campaigns which can take a lot of effort and time to Manage.
  • Digital campaign budgets can be scaled or decreased to any amount based on the Campaign objectives.
  • While Facebook and Google make it easy to run ads, they take the flexibility and control of out campaigns which increase costs in the long run.

 

LOYALTY PROGRAMS

Customer loyalty Marketing Stats
  • 50 – 60% of your customers will never return after the first visit
  • 70% of small business don’t have a loyalty program
  • VIP and loyalty program members are 70% more likely to spread the word about your business (loyalty 360)
  • 20% of your total customer base account for 80% of total revenue
  • Building loyalty with 5% more customers lead to an increase average profit per customer of between 25% and 100%
  • You need 9 first time shoppers to reach conversion of one repeat customer
  • 66% of small business owners say that finding new customers is a top concern.
  • 40% of small business owners say that retaining customers is a priority.
  • 90% of consumers who have joined mobile loyalty programs feel they have gained value from them.

Sources: mobile marketing engine, sales fuel, bluecorona, salesforce, loyalty 360 and belly

Loyalty Marketing Tips
  • If you are on tight Budget, Focus on creating a loyalty program that increases average order value and frequency of your current customers.
  • More is Better (more members, more activity, more spending)
  • Gather as much data as you can from your Loyalty list.
  • Signing your Customers via Staff is the best and most affordable way to grow your database.
  • Creating a simple VIP loyalty program (Mobile Database) using SMS and Short Code is Fastest way to get started.
  • Use a Contest + Reward to Sign Customers up quickly
  • Make it Easy for customers to Sign up
  • Make your rewards/Experiences valuable
  • Build out a 90 – 120 Engagement plan

 

CONSUMER ENGAGEMENT

Customer Engagement Stats
  • 60% of marketing today is untargeted and not relevant
  • 50% of consumers disengage with brands because of irrelevance
  • 41% of consumers would consider ending a brand relationship because of irrelevant messaging
  • 70% of buying experiences are based on how the customer feels they are being treated
  • 86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations

Sources: 3radical, funmobility, salesforce, and oracle 

Consumer Engagement Tips
  • Adding Gamification increases email open rates by +86%. Imagine what it can do for your Mobile Database or Current Marketing.
  • Gamification also Increases Brand Affinity and consideration because of the experience it delivers.
  • Creating and Delivering your Marketing based on the consumers current Time, Location and behaviour produces the highest R.O.I

Did you find these Stats Helpful?

let me know how you plan to use them in your marketing below

65 Comments

  • Derick Boondox September 3, 2016 at 4:26 pm

    insightful and worth replicating .
    #

    • Samgachui September 6, 2016 at 5:43 pm

      Thanks Derick, Glad you found them useful

    • Fannie October 9, 2016 at 3:24 am

      Going to put this artclie to good use now.

  • Denis Ndavi September 4, 2016 at 11:35 am

    Thanks! You summed it up pretty well.

  • james mwangi September 4, 2016 at 5:34 pm

    I found the article very helpful I would love to learn more.How do I find yoi?

  • Benjamin Kalii September 4, 2016 at 7:36 pm

    I could easily create a marketing plan for a startup company based on these stats. Thanks.

    • Samgachui September 6, 2016 at 5:45 pm

      Thats exactly why I shared them with you 🙂

  • Aipate September 5, 2016 at 12:49 pm

    Awesome insights/tips from Kenyan stats. Content marketing is also a great way to convert visitors on your social channels to actually engaged audience and, maybe later,
    they may react to your CALL TO ACTION links.

  • nyemi nyaki September 5, 2016 at 2:04 pm

    Interesting…would like to sitdown and know more in relation to future projects

    • Samgachui September 6, 2016 at 5:47 pm

      Always up for chat Nyemi, just send me an email to sam @ chui media .co. ke when ready

  • charles September 5, 2016 at 6:04 pm

    love it very conclusive

  • charles September 5, 2016 at 6:05 pm

    love it very conclusive and thorough!

  • Caro September 6, 2016 at 4:39 am

    Very informative! Thanks for taking the time to put this together 👍🏽

  • Malika September 6, 2016 at 8:00 am

    Very helpful.

  • Ndirangu Maina September 6, 2016 at 12:10 pm

    Very useful tips, thank you. We will certainly consider applying them.

  • Mercy Pepella September 6, 2016 at 2:30 pm

    This was very informative. Thank you 🙂

  • simon September 6, 2016 at 6:15 pm

    So helpful, thanks for sharing the info.

  • Esther September 7, 2016 at 5:02 am

    Thank you for taking your time to create helpful localized information

  • anthony kariuki September 7, 2016 at 5:52 am

    Hey, good stats but on mobile section you missed the android/apple numbers

    • samuelgachui September 7, 2016 at 8:25 am

      Hi Anthony, don’t know any good sources for actual numbers right now. However will add Percentages as I have a credible source

  • Mercy September 7, 2016 at 7:31 am

    Quite insightful and useful. Thanks for the roundup.

  • Joy September 7, 2016 at 8:04 am

    I can read this over and over and over..very very helpful tips and ideas. Thanks.

  • Kimunge September 7, 2016 at 10:44 am

    Interesting figures.

  • Collins Ngetich September 7, 2016 at 2:50 pm

    Very informative indeed. Thank you

  • Clair September 8, 2016 at 11:17 am

    Very informative, I would like to have a sitting with you, my email is claire@renraypoultry.com

    • samuelgachui September 8, 2016 at 11:49 am

      Hi Clair, glad you liked it. Will send you an email

  • Michael September 8, 2016 at 12:56 pm

    Very helpful to the marketing strategies.Thanks.

  • Urbanus Musila September 8, 2016 at 1:01 pm

    Amazing info. Thank you for sharing. Its hard to find such actionable and localized data. Mobile and video are definitely stealing the show and i think Kenyan businesses should consider having a budget for these on the search and display networks.

    I find Facebook very profitable as well. And with the new tracking pixel its easy to segment and cultivate a relationship with your target market before you finally ‘propose’ with your offer.

    Keep up the good work Samuel. Kenyan businesses need this, and you as well.

    Urbanus
    http://www.julishamkenya.com

    • samuelgachui September 9, 2016 at 5:03 am

      Thanks Urbanus, yeah…new pixel is really awesome

  • Tonia September 8, 2016 at 2:48 pm

    Very good piece and well researched!

  • Millie September 9, 2016 at 7:40 am

    Hi Sam,

    This is one of the most useful local stats and tips report I’ve ever read and Kenya definitely needs more of this. I especially like the tips on loyalty, email marketing and engagement (particularly using the pareto principle because sometimes, brands miss that).

    Thank you very much for taking the time to do this. I am sharing with my team and networks.

    • samuelgachui September 9, 2016 at 9:30 am

      Hi Millie,

      Thanks and happy you found them helpful. I will keep it updated

  • Kuzzok September 9, 2016 at 9:54 am

    This is quite insightful!

  • Ngash fotos September 10, 2016 at 7:09 am

    wonderful

  • uncle Charlie September 11, 2016 at 4:22 am

    Super super useful! God bless you Sir I have learnt s great deal! I hope to get more of this

  • Njambi September 11, 2016 at 4:11 pm

    This is very helpful information

  • Thomas September 12, 2016 at 9:27 am

    This is really insightful. I’ve picked up some useful tips for my small startup

  • Lydiah Nekesa September 13, 2016 at 2:38 am

    Pareto Principal anytime!! …..A very informative post. Thank you samwuelgachui. Will be needing more of this. Your email?

    • samuelgachui September 13, 2016 at 3:41 am

      Thanks Lydia, contact me at sam @ chuimedia.co.ke

  • Kiiru September 13, 2016 at 7:30 am

    Thank you for posting this. It makes me want to market much better now, focused and your article breaks down digital marketing STATS to a lovable form, keep it up.

    • samuelgachui September 13, 2016 at 8:39 am

      Thanks Kiiru and appreciate your feedback

  • Chepkoech September 13, 2016 at 5:44 pm

    What a very informative piece! Thanks, now I can apply this in my newly established online business. It’s relevant, up to date and localised( or could I say ” Kenyanised?”) unlike most articles that talk about marketing with reference to markets that are outside Kenya. Thanks a lot!

    • samuelgachui September 14, 2016 at 4:15 am

      Thanks Chepkeoch,

      Yes, local data is very hard to come by. Best way is to collect/gather it yourself using survey tools and making calls

  • Chepkoech September 13, 2016 at 5:46 pm

    Am definitely saving this for further reference. Amazing! Quite detailed!

  • Elizabeth September 16, 2016 at 12:50 pm

    Great read. …I am a start up in beauty industry would like to interact with you on how to do marketing on social media .

    • samuelgachui September 16, 2016 at 2:43 pm

      Thanks Elizabeth, will reach out email.

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