media in kenya - marketing & social research association...
TRANSCRIPT
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Media in Kenya: The Rise of the Connected Consumer
Akinyi Okulo & Njeri Wangarĩ
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From B.I Century
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The digital revolution is almost as
disruptive to the traditional media
business as electricity was to the
candle business
Ken Auletta American writer, journalist
and media critic, The New Yorker
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Kenyan
Statistics
Mobile Phone Penetration 88%
Population between 18-35
years of age 60%
Population
45.4M
Internet users 31.9
M Broadband
Subscriptions
10.8M
Sources: GSMA Mobile Economy Sub-Saharan Africa 2017, Economic Survey 2017: Kenya National Bureau of Statistics Kenya 2016 Census, Communications Authority of Kenya
26.3M Mobile Money
Subscribers
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Understanding the
Connected Consumer
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Connected Consumer Profile
Majority born after 1980 Tech savvy Social online Always on Mobile phone
Better Educated More self assured Extremely image conscious
Sources: Google Consumer Barometer survey, 2009 Census, GeoPoll Straw Polls, GFK, Deloitte
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Time Spent Online
44% of Kenyans use a smartphone
to access the internet
Sources 2016 Consumer Barometer survey by Google & Digital Life Study, TNS Research International, 2010
• Connecting and sharing • Keeping up to date with current
affairs • Browsing for things to buy online or
offline • Checking personal email • Watching video, listening to music • Sourcing general information and
learning online
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Time Spent Online
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We are now in the
UGC age User Generated Content
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UGC & Media on Demand
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Traditional Media still rules in Kenya
Radio Reach 89%
TV Reach 77%
Newspaper Reach 65%
Source: 2017 GeoPoll Audience Measurement data
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• Preferred source of news?
36% 34% 31% 39% 42%
31% 27% 32%
34% 31%
18% 23% 21% 15% 9%
Total 18-25 26-35 36-45 46+
Others
Community leaders
Friends/family
Websites
Newspaper
Social media
TV
Radio
14 Source: The reality of Fake News in Kenya study, May 2017 by Portland & GeoPoll
Mainstream Media Still Dominates, Social Media key
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Content is the new Currency of
Media Buying
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Radio
21%
51%
28%
17%
57%
26%
17%
47%
36%
ENGLISH KISWAHILI VERNACULAR
Radio Share Of Language
2017 2016 2015
Source: 2017 GeoPoll Audience Measurement data
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TV Programming & Content
Source: 2017 GeoPoll Audience Measurement data
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For many readers, Twitter is a headline service that drives
them to traditional news outlets for deeper coverage,”
Eric Kuhn CNN, Social Media
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Newspapers
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Digital’s impact on Media Research
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What next? Priorities
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Marketing to a Fragmented Audience
1. Understand customer perceptions and behavior through statistical data
2. Market Segmentation. 3. Adopt Integrated Marketing Communication (IMC) strategy
Source: callahancreek.com
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Measuring Fragmented Media
What variables to measure
What methods to use
What information to report
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SMS Quiz
Akinyi Okulo
research.geopoll.com
[email protected] [email protected]
Njeri Wangarĩ
Text the word MSRA
to 70555