Updated APRIL 2017
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
insightful and worth replicating .
#
Thanks Derick, Glad you found them useful
Going to put this artclie to good use now.
That’s awesome Derick! Good luck
Thanks! You summed it up pretty well.
Your welcome Denis!
I found the article very helpful I would love to learn more.How do I find yoi?
I could easily create a marketing plan for a startup company based on these stats. Thanks.
Thats exactly why I shared them with you 🙂
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.
your right Aipate 🙂
Interesting…would like to sitdown and know more in relation to future projects
Always up for chat Nyemi, just send me an email to sam @ chui media .co. ke when ready
love it very conclusive
love it very conclusive and thorough!
Thanks Charles
Very informative! Thanks for taking the time to put this together ??
your welcome caro!
Very helpful.
Glad it helped Malika!
Very useful tips, thank you. We will certainly consider applying them.
Your welcome Ndirangu!
This was very informative. Thank you 🙂
Glad it helped Mercy!
So helpful, thanks for sharing the info.
Thanks Simon
Thank you for taking your time to create helpful localized information
your welcome Esther
Hey, good stats but on mobile section you missed the android/apple numbers
Hi Anthony, don’t know any good sources for actual numbers right now. However will add Percentages as I have a credible source
Quite insightful and useful. Thanks for the roundup.
Your Welcome Mercy
I can read this over and over and over..very very helpful tips and ideas. Thanks.
Glad they are helpful to you Joy!
Interesting figures.
Thanks Kimunge
Very informative indeed. Thank you
your welcome Collins
Very informative, I would like to have a sitting with you, my email is claire@renraypoultry.com
Hi Clair, glad you liked it. Will send you an email
Very helpful to the marketing strategies.Thanks.
Glad you like it Michael
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
Thanks Urbanus, yeah…new pixel is really awesome
Very good piece and well researched!
Thanks Tonia
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.
Hi Millie,
Thanks and happy you found them helpful. I will keep it updated
This is quite insightful!
wonderful
Super super useful! God bless you Sir I have learnt s great deal! I hope to get more of this
Thanks Charlie
This is very helpful information
Thanks Njambi
This is really insightful. I’ve picked up some useful tips for my small startup
Glad it helped Thomas
Pareto Principal anytime!! …..A very informative post. Thank you samwuelgachui. Will be needing more of this. Your email?
Thanks Lydia, contact me at sam @ chuimedia.co.ke
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.
Thanks Kiiru and appreciate your feedback
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!
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
Am definitely saving this for further reference. Amazing! Quite detailed!
Great read. …I am a start up in beauty industry would like to interact with you on how to do marketing on social media .
Thanks Elizabeth, will reach out email.