GeoPoll conducted this survey across Kenya in April 2026 to understand how ordinary people experience the digital security landscape, from awareness of legal protections to the security incidents they’ve personally encountered. Most respondents use the internet multiple times a day, primarily through smartphones. Social media is near-universal. Mobile money platforms like M-Pesa sit at the heart of daily financial life, and, as the data shows, at the heart of fraud exposure too.

• 73% are aware of Kenya’s Data Protection Act (2019), Nearly three in four Kenyans have heard of the Data Protection Act, 2019, a strong result for a law enacted just over five years ago. Awareness is highest among urban,
• 37% Lost money due to a cyber-related incident. More than one in three respondents suffered direct financial loss from a cyber incident over the past year. Mobile money fraud and phishing are the primary vectors. Male respondents are more likely to report losses (40%) than women (34%)
• 90% Interested in learning more about cybersecurity. Nine in ten respondents want to learn more about cybersecurity, a level of demand that is genuinely exceptional and represents a clear mandate for public and private sector education initiatives.
• 69% Very concerned about cybercrime in Kenya. Cybercrime concern is near-universal, with 69% ‘very concerned’ and a further 16% ‘somewhat concerned’ meaning 85% of all respondents express significant worry about the threat.

75% of respondents are uncomfortable sharing personal information online, yet over half regularly share their phone number and email address on digital platforms.

Kenya is online, and it’s mobile-first

Nearly nine in ten respondents access the internet several times a day. The smartphone dominates, and social media is the near-universal digital entry point.

Social media dominates at 88%, consistent with Kenya’s position as one of Africa’s most active social media markets. Email (42%) and online banking (32%) follow, with e-commerce at just 2%, a signal that mobile money platforms have effectively absorbed the transactional role that online retail occupies elsewhere. The smartphone is the gateway to all of this: 79% of respondents cite it as their primary internet device. This is not a new trend but an accelerating one, Kenya’s mobile-first internet economy has been built on the back of sub-$100 Android handsets and competitive mobile data pricing from operators like Safaricom, Airtel, and Telkom.

Internet access is intensive rather than occasional. 87% of respondents connect several times daily, which means Kenyan users are continuously exposed to the digital environment,  and to its risks. Understanding cybersecurity for Kenyan users is not about protecting a device that gets used once a week. It is about securing the tool that manages money, communication, business, and social life around the clock.

High DPA awareness, but understanding lags behind

The Data Protection Act, 2019 came into force on 25 November 2019, making Kenya one of the first countries in East Africa to adopt comprehensive data protection legislation modelled on the EU’s GDPR. Enforced by the Office of the Data Protection Commissioner (ODPC), the Act gives every Kenyan the right to know what personal data is held about them, how it is used, and the right to have it corrected or deleted. In 2025 alone, Kenyan organisations paid over KES 30 million in compensation to individuals for privacy violations, signalling that enforcement is intensifying.

73% of respondents have heard of Kenya’s Data Protection Act (2019). However, self-reported understanding of how companies use personal data tells a more nuanced story.

That 73% of our respondents have heard of the Act is an encouraging headline. But awareness is not the same as understanding — only 36% say they understand ‘very well’ how companies use their personal data, and 28% say they do not understand it very well at all. This gap between knowing a law exists and understanding its practical implications for one’s own digital behaviour is precisely the space where exploitation happens.

Social media is overwhelmingly the leading source of data protection education at 77%, nearly double news and traditional media (44%). Government campaigns reach only 14%, suggesting official public education efforts have significant room to grow. Among men, DPA awareness is slightly higher at 76% vs. 70% among women, pointing to a modest but meaningful gender gap in formal digital literacy exposure that targeted interventions could address.

Sharing Personal Data Online

Most Kenyans express discomfort sharing personal data online, yet the data they routinely share tells a different story.

There is a striking disconnect between expressed discomfort and actual behaviour in this data. Three quarters of respondents say they are not comfortable sharing personal information online, yet phone numbers (52%) and email addresses (51%) are shared routinely. Photos and videos are shared by 32%. This is not necessarily hypocrisy, it reflects the practical reality that many digital services in Kenya, from ride-hailing to food delivery to mobile banking, require personal data as a condition of use. The discomfort is real, but the trade-off feels unavoidable.

More sensitive categories, location data, national ID numbers, and financial details, are shared by just 13% and 1% respectively. This suggests respondents do draw a meaningful line around their most sensitive identifiers, even if contact details flow freely. The 13% who share location data regularly are particularly exposed, given how precisely location can be used to enable targeted crime.

The high rate of privacy policy reading (56% always read them) is a positive finding. However, research consistently shows a gap between claiming to read policies and actually reading them with comprehension. The true test of engagement with privacy notices is whether people change their behaviour based on what they read, which requires policies that are comprehensible in the first place.

Cybercrime is not a distant threat, it’s personal

The scale of mobile money fraud in Kenya is not just anecdotal, it is structural. Over 30 million Kenyans use M-Pesa regularly, and the platform processes more than $50 billion annually. This ubiquity creates a vast attack surface. According to Techweez, Mobile banking fraud cases surged 87% between 2023 and 2024, driven by SIM-swap schemes, credential theft, and social engineering attacks. Between July and September 2025 alone, Kenya recorded an estimated KES 29.9 billion (approximately US$230 million) lost to cybercrime.

Our survey found that 54% of respondents have experienced mobile money fraud, a figure that places this squarely in the category of endemic risk rather than edge case. A 2021 FinAccess survey similarly found that mobile money users who reported losing money had risen from 8.4% in 2019 to 47.4% by 2021, though that figure includes accidental transfers. What is consistent across data sources is that mobile money fraud in Kenya is pervasive, growing, and deeply tied to everyday financial life.

37% of our respondents have personally lost money to a cyber incident in the past 12 months. Male respondents are more likely to report financial loss (40% vs. 34% for women), which may reflect differences in mobile financial activity, or greater willingness among men to disclose losses. The majority of victims (74%) lost less than KSh 5,000, a meaningful but recoverable sum. However, 6% report losing more than KSh 50,000, representing a significant tail of severe financial harm.

Mobile money fraud demands Kenya-specific responses  54% of respondents report mobile money fraud experience. This is a threat category largely absent from global cybersecurity frameworks, driven by SIM-swap schemes and social engineering that exploit the very platforms underpinning Kenya’s financial inclusion story.

Trust in companies and confidence in Kenya’s data laws

Strong passwords are the most common protective measure at 78%, but the figure that stands out is two-factor authentication at 52%. This is substantially higher than global averages, and almost certainly reflects Kenyan users’ repeated exposure to 2FA through M-Pesa, mobile banking apps, and fintech services. Security habits that emerged out of financial necessity have become more generalised, a rare example of mobile money’s security architecture having positive spillover effects on user behaviour.

At the same time, emerging authentication trends suggest that even these strong habits may continue to evolve. As highlighted in this BBC article on passkeys and the future of authentication, there is a growing global shift away from traditional passwords toward passwordless systems such as passkeys, which are designed to be more secure and resistant to phishing. These technologies build on the same principles that made two-factor authentication successful, layered security and user verification,but aim to remove friction while improving protection. In markets like Kenya, where users are already accustomed to multi-step verification through mobile financial services, the transition to passwordless authentication may be smoother and faster than in regions where such behaviours are less entrenched.

On institutional trust, only 47% of respondents trust companies, either completely or somewhat, to protect their personal data. The largest single group (33%) is neutral, which likely reflects uncertainty rather than confidence. On law effectiveness, 59% view Kenya’s data protection laws as at least somewhat effective, and 36% are sceptical. Notably, a 2025 amendment bill proposed increasing the financial penalties under the DPA from ‘whichever is lower’ to ‘whichever is higher’ for large organisations, which would substantially increase regulatory exposure for non-compliant companies, and may begin to shift public trust if enforcement becomes more visible.

A population ready to learn

90% of respondents expressed interest in learning more about data protection and cybersecurity. This is an extraordinary level of expressed demand, and it translates directly into an opportunity. The question is not whether Kenyans want to be educated on this topic, but whether the education on offer meets them where they are, in the format they prefer, and at the level of practical actionability they need.

Social media leads as the preferred channel at 83%, which aligns with where people are already encountering information about data protection. Campaigns on WhatsApp, TikTok, Instagram, and X that use short-form video, relatable scenarios, and local language are likely to achieve the greatest penetration. TV and radio remain important at 57%, particularly in peri-urban and rural areas where data costs remain a barrier to heavy smartphone use. According to the Communications Authority of Kenya, internet penetration in rural areas still trails urban access significantly, making broadcast media a critical complementary channel.

School education (39%) and workplace training (23%) also feature prominently, suggesting appetite for more structured, credentialed forms of digital literacy education beyond the scroll-and-watch model of social media. This is particularly relevant for policymakers designing Kenya’s long-term digital skills agenda, cybersecurity education that begins in secondary school and is reinforced through employer-led programmes is likely to compound in impact over time in ways that social media campaigns cannot.

Social media is the logical starting point  83% prefer social media campaigns and 77% already learned about data protection through social platforms. Campaigns that meet Kenyans on WhatsApp, TikTok, and Instagram — in Swahili and English — will have the greatest reach.

Key Takeaways

• Cybercrime exposure is near-universal  61% have experienced phishing, 54% mobile money fraud, 31% account hacking. 75% know someone personally who has been a victim. This is not a marginal risk, it is mainstream.
• The awareness–behaviour gap is real  High DPA awareness and expressed caution about data sharing coexist with widespread sharing of contact details and significant password reuse. Education must move from awareness to actionable behaviour change.
• Mobile money fraud needs tailored policy responses  The scale of mobile money fraud marks Kenya as a distinct threat environment. Generic cybersecurity frameworks are insufficient. Industry-level responses from the Central Bank of Kenya, Safaricom, and telecom operators are needed.
• Demand for education is a genuine opportunity  90% want to learn more. Organisations and platforms that invest in accessible, practical cybersecurity content in local languages will be meeting a clearly stated public need.
• Institutional trust must be earned through enforcement  Only 47% trust companies with their data. As the ODPC steps up enforcement and the DPA amendment bill progresses, visible accountability actions will be essential to rebuild public confidence.

Methodology/About this Survey

This Exclusive Survey was powered by GeoPoll’s AI platform; Tuucho run via the GeoPoll mobile application and Mobile web in Kenya, the sample size was 1,813, composed of random users between 18 and 50. Since the survey was randomly distributed to an and the results are slightly skewed towards younger respondents, and urban residents (59% urban, 24% rural, 17% peri-urban) and gender: 50% female, 50% male. All questions were self-administered via mobile survey in English. Response rates and regional weights are available on request.

The study set out to understand how everyday Kenyan internet users perceive and experience the digital security landscape — covering awareness of Kenya’s Data Protection Act, attitudes toward personal data sharing, the prevalence and financial impact of cyber incidents, trust in companies and government to safeguard data, and appetite for further education on cybersecurity. With Kenya’s mobile-first digital economy making platforms like M-Pesa central to daily financial life, the survey was designed to capture not just general cybersecurity sentiment but the specific threats and behaviours shaping the experience of a population navigating one of Africa’s most dynamic, and most exposed digital environments.

Please get in touch with us to get more details about our capabilities, explore more on various topics in Africa, Asia, and Latin America.

The post Connected & Concerned Cybersecurity & Data Protection in Kenya Report appeared first on GeoPoll.

Broadcast television and radio remain central to daily life in Tanzania, with the market shaped by distinctive features: a powerful sports-led TV ecosystem, a single evening peak that dwarfs every other viewing window, and a radio dial where three stations account for most of the national listening share.

GeoPoll’s Audience Measurement (GAM) data from January to March 2026 provides a picture of who is watching, who is listening, and when. This report distills the Q1 2026 numbers into the trends that matter for broadcasters, advertisers, and media planners operating in Tanzania.

As you read through this overview, remember that this is a high-level summary of national reach and share for Q1 2026. Weekly and monthly shifts, regional breakdowns, content-level performance, advertising effectiveness studies, and hourly unique-audience analysis are not covered here. For deeper insights, please reach out.

Top TV Stations in Tanzania

Television in Tanzania is a mass-reach medium, and the competitive landscape at the top is tight. The Top 5 stations are separated by only four percentage points on reach, with Azam Two leading by a narrow margin over ITV, the two Azam Sports channels, and TBC1.

Top 10 TV Stations by Reach (January – March 2026)

One of the most striking features of the Tanzanian list is how much of it belongs to a single broadcaster group. Azam Media occupies three of the Top 5 positions on reach (Azam Two, Azam Sports 1, Azam Sports 2) and a fourth in the Top 10. This cluster gives the group an unusually strong position in any national reach calculation and a near-unavoidable presence in sports-led media plans.

TV Viewership by Dayparts

Reach tells us who tuned in over the quarter. Daypart share of viewing tells us when each station was winning. The numbers below represent each station’s share of total Top 10 viewing within the time block.

• Early Morning (6:00 AM – 9:00 AM): Breakfast TV is the most fragmented block of the day. TBC1 leads with 16% share of Top 10 morning viewing, with ITV (15%), Clouds (12%), and Azam Two (11%) close behind. Seven different stations hold between 8% and 16%, which means morning audiences in Tanzania are genuinely split across the dial rather than concentrated on one or two options.
• Afternoon (4:00 PM – 6:00 PM): This is where the Azam Sports effect becomes very clear. Azam Sports 1 commands 37% of Top 10 viewing in this block, and when combined with Azam Sports 2 and SuperSport, sports channels take more than 60% of all Top 10 afternoon viewing. Live football and pre-match programming drive this concentration, and it is one of the most commercially distinct dayparts in the Tanzanian market.
• Prime-Time (7:00 PM – 10:00 PM): This is the single most important commercial block of the day, and it is dominated by three names. Azam Sports 1 takes 20% share, followed by ITV (16%) and Azam Sports 2 (15%). The Azam cluster combined (including Azam Two at 12%) takes roughly 47% of all Top 10 prime-time viewing, which is one of the most concentrated prime-time positions of any East African market.

Weekday Prime-Time Share of Viewing (7:00 PM – 10:00 PM)

Late Night (10:00 PM – Midnight): The sports channels extend their lead into late-night viewing. Azam Sports 1 (29%) and Azam Sports 2 (20%) together account for nearly half of all late-night Top 10 viewing, with Azam Two adding another 16%. Late-night in Tanzania is, effectively, a sports block.

Weekend and Special Programming Trends

Weekends amplify what is already true about weekday viewing in Tanzania: the evening peak becomes even sharper, and the sports channels maintain their structural advantage across the day.

• ITV leads weekend prime-time with 22% share, reflecting the pull of local drama and entertainment programming on Saturday and Sunday evenings.
• The 8:00 PM weekend half-hour is by far the largest viewing window in the week, with total Top 10 audience roughly 1.6× the next-largest weekend half-hour and well above any single weekday moment.
• Morning reach is significantly larger on weekends, with the 6:30 AM block drawing audiences that rival mid-afternoon weekday numbers. This suggests weekend morning content (children’s programming, religious broadcasts, magazine shows) remains a meaningful commercial window.

Top Radio Stations in Tanzania

Radio in Tanzania is concentrated at the top to a degree that is rare in the region. Three stations account for the bulk of national listening, and the drop-off from third to fourth place is the steepest on the chart.

Top 10 Radio Stations by Reach (January – March 2026)

TBC Taifa Radio leads at 47%, followed by Clouds (44%) and Radio Free Africa (38%). The gap to the fourth station, Wasafi FM, is more than 12 percentage points. For national advertisers, this concentration means that the top three stations are effectively must-include for any broad-reach Tanzanian radio plan.

Radio Listenership by Dayparts

Breakfast (6:00 AM – 9:00 AM): The breakfast block is dominated by the top three. TBC Taifa Radio leads with 26% share of Top 10 morning listening, followed by Radio Free Africa (22%) and Clouds (18%). Together, these three stations account for roughly two-thirds of all Top 10 breakfast listening on weekdays.

Weekday Breakfast Share of Listening (6:00 AM – 9:00 AM)

Daytime (9:00 AM – 4:00 PM): Listening levels dip after breakfast but stabilise through the middle of the day, with Clouds holding a particularly strong position in the late-morning and lunchtime blocks. Radio Free Africa also sustains strong midday listening, reflecting loyal audiences who stay tuned through the workday.

Drive-Time (4:00 PM – 7:00 PM): The afternoon drive block tightens the race. TBC Taifa Radio (24%) holds a narrow lead over Clouds (22%) and Radio Free Africa (20%), with Wasafi FM (10%) a clear fourth. The top three are separated by less than five percentage points during drive-time, making it one of the most competitive listening windows of the day.

Evening (7:00 PM – 10:00 PM): The evening sees TBC Taifa Radio and Clouds move essentially level at roughly 26% share each, with Radio Free Africa dropping back to 12%. This is also where Wasafi FM’s 9:00 PM spike shows up, reflecting its entertainment-led evening programming pulling a distinct audience segment.

Weekend Radio Trends

Weekend listening follows a similar shape to weekdays but with a flatter distribution across the day. TBC Taifa Radio remains the weekend leader at breakfast, and Radio Free Africa’s weekend breakfast position strengthens, reflecting the role of weekend talk and religious programming.

Insights from the Q1 2026 Tanzania Media Numbers

A few structural themes emerge from the Tanzanian data:

1. Prime-time has a single peak, and it is unusually sharp. The 8:00 PM half-hour on weekdays is more than 1.5× the size of any other weekday moment, and on weekends it is even larger. Unlike markets with multiple evening peaks, Tanzania concentrates its evening audience into one narrow window. This is an important peak for media plans.
2. Sports is a structural pillar of Tanzanian TV, not a niche category. Azam Sports 1 alone takes more than a third of afternoon viewing and a fifth of prime-time viewing. Any national media plan that excludes sports inventory is effectively excluding a major portion of the available TV audience.
3. Breakfast is bigger than drive-time on radio, by a wide margin. Total Top 10 radio listening at 6:00 AM on weekdays is roughly 4× the level at 5:00 PM. This is a common pattern, but Tanzania’s morning peak is especially concentrated into the 6:00 – 7:00 AM hour. For advertisers, the morning hour is the single most valuable radio block of the day.
4. Radio listening is more concentrated than TV viewing. Three stations account for the majority of national radio listening across every daypart, while TV’s Top 10 is more evenly distributed. Advertisers can build meaningful TV reach across five or six channels, but radio reach in Tanzania requires the top three.
5. Cluster-brand effects matter more here than elsewhere. The Azam cluster’s combined share of prime-time TV viewing (around 47%) is a pattern that does not appear in most other East African markets. For competing broadcasters, advertisers, and media regulators, the shape of the market is not just about individual station performance but about group-level concentration.

GeoPoll Audience Measurement

GeoPoll provides real-time, data-driven insights into media consumption in Tanzania and across more than 120 countries. Whether you need daily audience measurement, on-demand analytics, a campaign effectiveness study, or a custom report covering a specific audience segment or time period, GeoPoll Audience Measurement gives broadcasters, advertisers, and media planners the tools to make informed decisions.

How to access more insights:

• Subscribe for daily TV and radio ratings to track audience behavior in real time
• Request a custom report for any time period or audience segment
• Measure advertising impact and campaign performance
• Analyze viewership trends by content type, daypart, and broadcaster

Get in touch today!

The post The Top TV and Radio Stations in Tanzania – Q1 2026 appeared first on GeoPoll.

GeoPoll’s Audience Measurement (GAM) data from January to March 2026 gives us a clear picture of who is watching, who is listening, and when. This report distills the Q1 2026 numbers into the trends that matter for broadcasters, advertisers, and media planners.

As you read through this overview, remember that this is a high-level summary of national reach and share for Q1 2026. Weekly and monthly shifts, regional breakdowns, content-level performance, advertising effectiveness studies, hourly unique-audience analysis, demographics, and actual numbers are not covered here. For deeper insights, please reach out.

Top TV Stations in Kenya

Television remains a mass-reach medium in Kenya, and the top of the table in Q1 2026 looks familiar. Citizen TV held on to the number one position, reaching three in every four Kenyan TV viewers over the quarter. NTV, KTN, SuperSport, and TV 47 rounded out the Top 5, with SuperSport’s continued climb into the top tier showing both the strength of live sport and the appetite for premium football programming.

Top 10 TV Stations by Reach (January – March 2026)

A few things stand out when compared to our previous report. SuperSport has climbed into the Top 4 on the back of a packed sporting calendar. TV 47 continues to consolidate its position as a go-to news and current affairs option, and Al Jazeera’s appearance in the Top 10 reflects strong interest in international news coverage during an eventful first quarter, especially with the Iran-Israel-US conflict.

TV Viewership by Dayparts

Reach tells us who tuned in over the quarter. Daypart share of viewing tells us when each station was winning. The numbers below represent each station’s share of total Top 10 viewing within the time block.

Early Morning (6:00 AM – 9:00 AM): Breakfast TV belongs to Citizen TV, which captures roughly 26% of Top 10 viewing during the morning block. NTV follows at 11.5%, with TV 47, KTN, and K24 clustered closely as Kenyans catch up with morning bulletins and talk shows before heading out.

Mid-Morning to Afternoon (9:00 AM – 6:00 PM): The daytime block is fragmented. Citizen TV still leads, but Maisha Magic East makes a strong showing with local drama and soap operas pulling in at-home audiences, while Inooro TV sustains a loyal vernacular following.

Prime-Time (7:00 PM – 9:30 PM): This remains the most competitive and most commercially valuable block of the day. Citizen TV commands 35.5% of Top 10 prime-time viewing on weekdays, powered by the 7:00 PM Swahili news and the programming that follows. NTV (13.4%) is the clear number two, followed by Maisha Magic East (8.9%), KTN (8.5%), SuperSport (7.3%), and TV 47 (6.9%).

Weekday Prime-Time Share of Viewing (7:00 PM – 9:30 PM)

Late Night (10:00 PM – Midnight): This is where the ranking changes most dramatically. SuperSport takes 37% of late-night viewing on weekdays, often more than any other station, as football fans stay up for European fixtures. Citizen TV holds second place at about 21%, with Maisha Magic East third.

Weekend and Special Programming Trends

Weekends shuffle the deck in favour of sport and family programming.

• SuperSport’s share of weekend prime-time viewing climbs to 16.9%, nearly double its weekday prime-time share, driven by weekend football and other live sports.
• In the weekend afternoon block (2:00 PM – 6:30 PM), SuperSport and Citizen TV run neck and neck, each capturing roughly 22–23% of Top 10 viewing, a pattern that reflects sports coverage running alongside family viewing.
• Maisha Magic East maintains a strong weekend footprint with local drama.
• Citizen TV and NTV continue to anchor weekend news bulletins and current affairs panels.

Top Radio Stations in Kenya

Radio continues to be remarkably resilient in Kenya. Despite the trends around podcasts and social audio, nearly two in three Kenyan radio listeners tuned into Citizen Radio in Q1 2026, with a dense pack of competitors close behind.

Top 10 Radio Stations by Reach (January – March 2026)

The top four stations are separated by a narrow margin, and all of them recorded their peak audiences at 7:00 AM – confirming that breakfast radio remains the most valuable block on the dial as listeners commute to work. Radio Jambo, interestingly, is the only Top 10 station whose peak hour shifts to 8:00 AM, pointing to a later-starting commuter audience, probably driven by the popular Patanisho segment.

Radio Listenership by Dayparts

Breakfast (6:00 AM – 9:00 AM): The breakfast block is a four-station contest. Classic 105 leads with 18.8% of Top 10 morning listening on weekdays, narrowly edging Citizen (17.4%), Radio Jambo (15.0%), and Radio Maisha (12.0%). Lifestyle and political talk shows drive this block, and it is where brands typically invest most heavily.

Weekday Breakfast Share of Listening (6:00 AM – 9:00 AM)

Daytime (9:00 AM – 4:00 PM): Listening levels dip compared to breakfast, but Citizen and Classic 105 continue to lead. Kameme shows particular strength in the mid-morning block, reflecting its loyal Central Kenya audience staying tuned through the day.

Drive-Time (4:00 PM – 7:00 PM): Citizen pulls ahead in the afternoon drive block with 20.4% share of Top 10 listening, followed by Classic 105 (14.5%), Radio Jambo (14.1%), and Radio Maisha (11.9%).

Evening (7:00 PM – 10:00 PM): Citizen’s lead widens further in the evening to 26.1%, with Classic 105, Radio Maisha, and Radio Jambo filling out the top four.

Weekend Radio Trends

The weekend pattern mirrors weekdays at the top, but with a gentler peak and more even distribution across the day. Citizen (19.3%) and Classic 105 (18.1%) are essentially tied for weekend breakfast leadership, while Radio Jambo and Radio Maisha maintain their strong third and fourth positions.

What the Q1 2026 Numbers Tell Us

A few themes emerge from the data:

1. The gap behind the leaders is narrower than the top line suggests. Citizen TV and Citizen Radio lead their respective rankings. It is worth noting that in several dayparts, the second and third-place stations are within single-digit share points, meaning daypart selection matters as much as station selection for most campaigns for media planners.

2. Sport is now a Top 10 force on television. SuperSport’s weekend prime-time share (16.9%) and late-night dominance (37%) signal that live sports are among the few categories consistently pulling Kenyan viewers back to linear TV.
3. Breakfast remains the most contested slot on radio. Four stations are within a seven-point range at breakfast, and any share shift during this block has outsized commercial implications.
4. Vernacular and international stations have real weight. Inooro TV, Kameme, and Al Jazeera all made meaningful appearances in national rankings and in specific dayparts, a reminder that Kenya’s media market is more nuanced than the top line suggests.

GeoPoll Audience Measurement

GeoPoll provides real-time, data-driven insights into media consumption in Kenya and across more than 120 countries. Whether you need daily audience measurement, on-demand analytics, a campaign effectiveness study, or a custom report covering a specific audience segment or time period, GeoPoll Audience Measurement gives broadcasters, advertisers, and media planners the tools to make informed decisions.

How to access more media insights for Kenya:

• Subscribe for daily TV and radio ratings to track audience behavior in real time
• Request a custom report for any time period or audience segment
• Measure advertising impact and campaign performance
• Analyze viewership trends by content type, daypart, and broadcaster

Get in touch.

The post The Top TV and Radio Stations in Kenya – Q1 2026 appeared first on GeoPoll.

The Iran–Israel–United States conflict has been reshaping global energy markets since late 2025. For citizens in the Global South, the consequences are neither abstract nor distant. In Pakistan, the government implemented a historic Rs 55 per litre fuel price increase on 6 March 2026. In Kenya, the Energy and Petroleum Regulatory Authority (EPRA) announced on 14 April 2026 the largest fuel price adjustment in over 21 years of regulatory records — a KSh 28.69 per litre increase for petrol and KSh 40.30 for diesel, effective 15 April. In Egypt, subsidised fuel prices were revised upward for the third time in twelve months. In South Africa, the inland price of 95-octane petrol is set to breach some of the highest prices ever seen in the country . These are not coincidences. They are the downstream effects of a single geopolitical shock.

In early March 2026, GeoPoll surveyed 3,754 citizens across Egypt, Kenya, Nigeria, Pakistan, Saudi Arabia, and South Africa as part of our Caught in the Crossfire? citizen perceptions study. Among the study’s most striking findings: the economic dimension of the conflict is being felt acutely and immediately, with fuel prices at the centre of public concern.

Across the six-country sample, 70% of respondents report that the conflict has affected fuel prices in their country, with 42% characterising the impact as significant. The finding is consistent across diverse economic contexts – from oil-importing economies such as Pakistan and Kenya to the oil-exporting economy of Saudi Arabia, where 46% still report an impact.

The variation across countries reflects both the degree of energy dependence and the extent of government intervention. Pakistan, where the government passed through the full cost of disrupted imports, registers the highest impact at 85%. Saudi Arabia, which benefits from domestic production and price controls, registers the lowest at 46% – though this figure is notable in itself for a major oil producer.

Respondents Reporting or expecting Fuel Price Impact by Country

Country Analysis: The Fuel Crisis on the Ground

Pakistan: The Highest Impact in the Dataset

Pakistan registers the most severe fuel price impact of any country in the study, with 85% of respondents reporting or expecting an effect. The finding is consistent with on-the-ground realities: on 6 March 2026, the government implemented a Rs 55 per litre fuel price increase – among the largest single adjustments in the country’s recent history – directly attributed to rising import costs resulting from conflict-related supply disruptions.

Fifty percent of Pakistani respondents identify inflation and cost of living as the single most significant economic consequence of the conflict, the highest figure for any country on this measure. Pakistan’s dependence on imported crude oil, combined with a depreciating rupee and constrained foreign exchange reserves, creates a transmission mechanism that converts global oil price shocks directly into consumer-level inflation.

Pakistan also brokered the short-lived ceasefire between Iran and the United States that took effect on 8 April 2026 before collapsing on 12 April. The ceasefire’s failure has further complicated Pakistan’s diplomatic positioning and reinforced public anxiety about prolonged economic disruption.

Kenya: From Shortage to Record-Breaking Price Adjustment

Kenya presents a particularly instructive case study. At the time of surveying in March 2026, Kenya’s fuel prices were government-regulated through the EPRA pricing mechanism, which had effectively absorbed global price increases without passing them to consumers. However, 79% of Kenyan respondents still reported fuel price impact – because the economic strain was manifesting not through prices but through supply disruptions.

By early April, a severe fuel shortage had spread across at least 13 counties. In response, the government deployed KSh 6.2 billion in emergency subsidies and reduced VAT on fuel from 16% to 13%. These measures proved insufficient to contain the crisis.

On 14 April 2026, EPRA announced the largest fuel price adjustment in over 21 years of regulatory records: super petrol now retails at KSh 206.97 per litre in Nairobi, up KSh 28.69 from KSh 178.28, while diesel rises KSh 40.30 to an all-time high of KSh 206.84, effective 15 April. EPRA data indicate that the landed cost of imported super petrol rose 41.5% and diesel 68.7% during the review period. The regulatory body cited “significant increases in the prices of petroleum products in the international market” as the primary driver.

The magnitude of these adjustments points to the unsustainability of shielding consumers from global price shocks through regulation alone, and validates the concerns expressed by the 79% of Kenyan respondents who identified fuel price impact before the price adjustment was officially announced.

Egypt: Inflation Compounds an Existing Crisis

Seventy-eight percent of Egyptian respondents report fuel price impact. Egypt, which floated its currency in March 2024 and has experienced sustained inflationary pressure, is particularly vulnerable to energy price shocks. The government has raised subsidised fuel prices three times in the past twelve months. Brent crude’s rise from approximately $70 per barrel in late 2025 to over $128 per barrel in March 2026 has placed severe strain on Egypt’s import bill and fiscal position.

Forty-eight percent of Egyptian respondents cite inflation as the most significant economic consequence – the second-highest figure after Pakistan (50%). Nineteen percent identify food prices specifically, the highest of any country, reflecting the compounding effect of energy costs on food production and transport.

South Africa: A Slow-Burning Crisis

Sixty-eight percent of South African respondents report fuel price impact. The inland price of 95-octane petrol exceeded R30 per litre in March 2026. South Africa’s fuel pricing mechanism adjusts monthly based on international crude prices, the rand–dollar exchange rate, and shipping costs – all three of which have moved unfavourably. The Automobile Association of South Africa warned in April that further significant increases are expected for May 2026.

Twenty-two percent of South African respondents cite employment and job losses as the most significant economic consequence – the highest figure for any country on this measure – reflecting broader structural vulnerabilities in an economy already contending with 32% unemployment.

Nigeria: A Producer Still Feeling the Pressure

Despite being Africa’s largest oil producer, 56% of Nigerian respondents report fuel price impact. Nigeria’s Dangote refinery, which began operations in late 2024, has partially insulated the domestic market from global price shocks. However, the naira’s weakness and continued import dependence for refined products mean that global price movements still transmit to consumers, albeit with a lag.

The relatively lower figure compared to other countries in the sample may reflect some insulating effect of domestic production, but 56% still represents a majority reporting impact – a finding that challenges any assumption that oil-producing nations are immune to the conflict’s economic consequences.

Saudi Arabia: Impact Even for the Region’s Largest Producer

Saudi Arabia registers the lowest fuel price impact at 46%, consistent with its position as the world’s largest oil exporter with heavily subsidised domestic fuel prices. That nearly half of Saudi respondents still report an impact suggests the conflict’s economic effects extend beyond fuel pricing to broader cost-of-living increases and market uncertainty.

Inflation is the Primary Economic Consequence

When asked to identify the single most significant economic consequence of the conflict, respondents across all six countries point to inflation and cost of living (43%), followed by fuel prices specifically (27%), food prices (15%), and employment or job losses (13%). The pattern is consistent across countries, though the relative weighting varies with national economic conditions.

The Strait of Hormuz: A Global Chokepoint Under Pressure

The economic dynamics documented in this study are inseparable from developments in the Strait of Hormuz, through which approximately 20% of the world’s daily oil supply transits. Following the collapse of the Pakistan-brokered ceasefire on 12 April 2026, the U.S. Navy intensified its maritime operations in the Persian Gulf, raising the operational risk premium on all crude oil shipped through the strait.

Brent crude prices rose from approximately $70 per barrel in late 2025 to over $128 per barrel by mid-March 2026. While prices have fluctuated with diplomatic developments, the U.S. Energy Information Administration’s revised 2026 forecast of $96 per barrel (up from $74) signals that markets anticipate sustained disruption. For import-dependent economies such as Pakistan, Kenya, and Egypt, each dollar increase in the Brent price translates directly into higher landed costs for fuel, food, fertiliser, and manufactured goods.

Citizen Perspectives

The survey included open-ended responses that contextualise the quantitative findings. The following responses are representative of the concerns expressed across the six-country sample:

Why This Matters

The data presented in this report demonstrate that the Iran–Israel–U.S. conflict is not merely a geopolitical crisis confined to the Middle East. It is an economic event with measurable, immediate consequences for populations across the Global South. The 70% of respondents reporting fuel price impact, the 92% expressing cost-of-living concern, and the cascading effects on food, transport, and employment represent a humanitarian and policy challenge that extends well beyond the direct conflict zone.

For policymakers, the findings underscore the limits of domestic price controls and subsidies in the face of sustained global energy price shocks. Kenya’s trajectory, from regulated prices to nationwide shortage to record-breaking price adjustment, illustrates the unsustainability of shielding consumers indefinitely from global market forces.

For international organisations and development agencies, the data provide an empirical basis for understanding how distant conflicts translate into lived experience for citizens in Africa, South Asia, and the Middle East. The economic consequences documented here are likely to intensify if the conflict continues or escalates.

Methodology

This report draws on data from GeoPoll’s Caught in the Crossfire? citizen perceptions study, conducted in early March 2026. The study surveyed 3,754 respondents across six countries: Egypt (n = 626), Kenya (n = 627), Nigeria (n = 625), Pakistan (n = 626), Saudi Arabia (n = 624), and South Africa (n = 626).

Respondents were recruited through GeoPoll’s proprietary mobile panel, which uses random sampling from mobile network operator databases to reach nationally representative populations. Surveys were administered via mobile-based interviewing across multiple modes, including CATI, SMS, and mobile web. All respondents were aged 18 and above.

The margin of error for country-level estimates is approximately ±3.9% at a 95% confidence level. Cross-country comparisons should be interpreted with awareness of differing national contexts, including variation in government fuel pricing policies, currency stability, and import dependence.

Access the full 37-page report:

Caught in the Crossfire? A Six-Country Citizen Perceptions Study on the Iran–Israel–U.S. Conflict

For enquiries about country-specific data, custom analysis, or partnership opportunities, contact us.

The post The Price of Conflict: How the Iran-Isreal-U.S. War is Affecting Fuel Costs and Supply and Cost of Living appeared first on GeoPoll.

Pakistan occupies a unique position in the Iran–Israel–U.S. conflict. As Iran’s immediate neighbour, a nuclear-armed state, a major recipient of Chinese investment through CPEC, and a long-standing U.S. security partner, it sits at the intersection of every fault line this conflict has exposed. In early March 2026, GeoPoll surveyed 626 Pakistani citizens as part of a broader six-country study. The results reveal the most polarised and consistently intense responses of any country in the dataset.

Who Is to Blame for the Conflict? Israel, Overwhelmingly

Sixty-three percent of Pakistani respondents hold Israel most responsible for the conflict – the highest figure for any country in the survey and nearly double the six-country average (38%). A further 20% blame the United States, while only 5% point to Iran. The framing is clear: for most Pakistanis, this is a war waged by Israel and the U.S., not against them.

63%

of Pakistanis blame Israel: the highest of any country surveyed

Sympathy Tilts Sharply Toward Iran

Related to the finding above, Pakistan registers the strongest pro-Iran sympathy in the dataset at 82% – nearly double the overall average of 43% and the single highest figure for any question-country combination in the study. Just 3% express sympathy for Israel. This reflects deep religious and cultural affinity, shared borders, and decades of people-to-people ties. It is also consistent with Pakistan’s diplomatic positioning, which has historically sought to balance its Western security partnerships with its identity as a Muslim-majority state.

Fear of Escalation Is Acute

Eighty-six percent of Pakistani respondents believe the conflict could lead to a wider global war, which is not abstract anxiety. Pakistan shares a border with Iran, has its own nuclear arsenal, and is acutely aware that regional escalation could draw it in directly. The nuclear dimension resonates deeply, with 70% of respondents across all six countries view nuclear weapons use as likely, and Pakistan’s own nuclear status makes this fear personal rather than theoretical.

86%

fear the conflict could escalate into a global war

Pakistan is Experiencing the Worst Economic Pain

Pakistan reports the most severe economic impact of any country surveyed. Eighty-five percent say the conflict has significantly affected fuel prices, consistent with the government’s historic Rs 55 per liter fuel price hike on 6 March 2026, directly attributed to regional supply disruptions. Fifty percent cite inflation and cost of living as the single most significant economic consequence, the highest of any country.

Nearly three-quarters (73%) of Pakistani respondents report some form of personal impact from the conflict, far exceeding any other country. As one respondent put it: “It’s worrisome as we are in alliance with the States so we could be hit next.”

A Geopolitical Realignment: China Up, U.S. Complicated

Pakistan’s relationship with global powers is shifting. Forty-four percent now view China more favourably as a result of the conflict – the largest positive shift of any country – and 49% trust China most to act in Pakistan’s and the world’s interests. This is more than double any other country-body combination except Kenya’s and Nigeria’s trust in the UN.

Views of the U.S. are more nuanced than might be expected. While 33% view the U.S. less favourably, an equal 33% say their view is unchanged, and 20% actually view the U.S. more favourably. Pakistan is the only country where a significant share (39%) believes the U.S. is primarily serving Israel’s interests rather than its own.

Russia also benefits: 33% of Pakistanis view Russia more favourably, the highest positive shift for Russia in the dataset. China’s non-interventionist positioning and its deep economic ties through CPEC are clearly paying reputational dividends.

What Pakistani Citizens Want: Peace – and Support for Iran

Pakistan is the only country in the survey where a large share (42%) explicitly wants their government to support Iran, nearly equalling the 44% who call for peace negotiations. In every other country, peace negotiations command a clear majority. This split reflects the depth of religious and geopolitical solidarity with Iran, and suggests that any Pakistani government response perceived as neutral or Western-aligned could face significant public backlash.

On institutional trust, 35% look to the UN and 31% to China as most capable of resolving the conflict. Only 9% trust the United States. As one respondent noted: “Our country Pakistan is still sitting silent and foreign policy support is neutral.”

When asked which country or international body they trust most to act in the best interests of Pakistan and the world, China was, interestingly, overwhelmingly the most trusted (49%) – over twice that of even the United Nations.

Why This Matters

Pakistan’s profile in this data is the most extreme and internally consistent of any country surveyed. The combination of overwhelming blame on Israel, near-universal sympathy for Iran, the highest economic pain, the strongest China alignment, and the most acute fears of global escalation paints a picture of a population that feels deeply, personally affected by a conflict in which it has no formal role.

For policymakers and international organizations, the implications are clear. Pakistan’s public opinion is not a passive backdrop – it is a force that shapes the government’s room to maneuver on foreign policy, alliance decisions, and economic stabilization. Any diplomatic strategy that ignores this sentiment risks misreading one of the most consequential populations in the conflict’s broader orbit.

Methodology

This report draws on data from GeoPoll’s multi-country online survey conducted in the first week of March 2026, during a period of active military escalation in the Middle East following the launch of U.S.-Israeli Operation Epic Fury on 28 February 2026.

The survey collected 3,754 responses across six countries: Egypt, Kenya, Nigeria, Pakistan, Saudi Arabia, and South Africa. The Pakistan subsample comprises 626 respondents. Respondents were recruited through GeoPoll’s online panel and surveyed via a structured questionnaire covering conflict awareness, attribution, sympathy, escalation concerns, economic impact, views on global powers, institutional trust, media consumption, personal security, and preferred government responses. GeoPoll administered the questionnaire in both English and Urdu in Pakistan.

All percentage figures are rounded to the nearest whole number. Country-level breakdowns are unweighted.

Read the full 37-page report

This is a sub-report of GeoPoll’s report, “Caught in the Crossfire?“ A Six-Country Citizen Perceptions Study on the Iran–Israel–U.S. Conflict.

To read the full 37-page report, including detailed cross-country comparisons, verbatim citizen voices, and policy recommendations, visit: www.geopoll.com/blog/iran-israel-us-conflict-report

For enquiries about country-specific data, custom analysis, or partnership opportunities, contact [email protected]

The post Pakistan: Caught in the Iran-Israel-US Crossfire? appeared first on GeoPoll.

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Report: What Citizens Across the Global South Really Think About the Iran–Israel–U.S. Conflict

Deep economic anxiety, stark regional divides on blame and sympathy, declining trust in Western powers and media, and an overwhelming demand for peace.

The Middle East conflict has consumed headlines, but one voice has been largely missing from the conversation: that of the billions of people across the Global South who are bearing the economic and social fallout.

In March 2026, GeoPoll surveyed citizens across  Pakistan, Saudi Arabia, Egypt, Kenya, Nigeria, and South Africa, to understand how they perceive, experience, and respond to the escalating Iran–Israel–U.S. conflict. The findings are striking and carry direct implications for governments, international organisations, and media institutions.

100% are aware of the conflict. Very high.

70% believe the use of nuclear weapons is likely

72% believe this might be the start of World War 3

38% blame Israel for the war; 29% the US;18% Iran

43% view the U.S. less favourably due to the war

25% say Western media is misleading

70% say fuel prices significantly affected

69% are "very concerned" about the cost of living

54% want their govt to call for peace

The free 37-page report has detailed country-level breakdowns, cross-tabulations, open-ended citizen responses in three languages, comparisons with on-the-ground realities, and actionable policy recommendations, and is essential reading whether you are a policymaker, diplomat, development practitioner, journalist, researcher, or simply curious about how this conflict is reverberating far beyond the Middle East

Fill in this form to download the full report (free):

The post Report: Global South Perceptions the Iran–Israel–U.S. Conflict appeared first on GeoPoll.

That gap, the space between what we believe and what people actually live, is at the heart of what GeoPoll set out to measure early March 2026.

Our Africa Gender Survey 2026 is now available. It surveyed 2,420 respondents across Kenya, Nigeria, South Africa, and Egypt, and what came back was a picture that is at once hopeful and sobering.

The Perception Gap Is Real, and It Lives in the Workplace

Ask people at a societal level whether men and women have equal opportunities, and 65% will say yes. Ask those same people specifically about their own workplace, and that figure drops to 52%.

Thirteen percentage points. That is the distance between what we believe in the abstract and what people experience on the ground, and it is arguably the most important finding in this report.

It gets sharper when you break it down by gender. Among employed respondents, 57% of men say their workplace treats everyone equally. Only 46% of women say the same. The most commonly observed expression of this inequality? Nearly half of respondents noted that women are concentrated in junior roles while men dominate senior leadership.

These are not perceptions of a faraway problem. They are descriptions of where people spend most of their waking hours.

Nearly Half of Respondents Have Experienced Sexual Harassment

47% of respondents across the four markets reported having personally experienced some form of sexual harassment.

That number on its own should give us pause. But the gender breakdown is where it becomes impossible to look away: nearly 6 in 10 women, 59%, reported personal experience of sexual harassment, compared to 35% of men. And the most frequently cited location was not a dark alley or a public space. It was the workplace, at 51%.

The survey also found that harassment in educational settings was reported by 32% of respondents, a figure that carries serious long-term consequences for girls’ participation and outcomes in learning.

What makes this harder to address is not awareness. It is action. Research on African media organisations, cited in the report, found that while one in two women experienced workplace sexual harassment, only 30% of cases were ever formally reported. Fear of retaliation and a lack of confidence that organisations would respond meaningfully were the primary reasons.

81% of People Believe Women Should Inherit Equally. So Why Doesn’t It Happen?

The answer, according to 62% of respondents, is cultural and traditional beliefs.

This is one of the most striking tensions in the entire report. There is near-universal normative agreement that women should have equal property inheritance rights, 81% affirming it across the full sample. Yet the primary barrier is not law. It is not policy. It is deeply ingrained cultural practice that continues to override formal rights in communities across Kenya, Nigeria, South Africa, and Egypt.

Religious interpretations were cited by 10% of respondents, while 12% pointed to the perception that women are not permanent family members, a view that leaves widows particularly vulnerable. The gap between what people say they believe and what they are willing to enforce in their own families and communities is one of the hardest problems in gender equality work, and this survey makes it visible.

75% Would Vote for a Female President. But None of These Four Countries Has Had One.

That contrast says a great deal.

Across all four markets, 75% of respondents said they were likely or very likely to vote for a female presidential candidate. Only 15% said they were unlikely to do so. Public attitudes, it seems, have moved ahead of political structures.

None of the four countries surveyed, Kenya, Nigeria, South Africa, or Egypt, has had a female president or head of government. Yet voters say they are ready. That points clearly to structural and institutional barriers as the real obstacle, not public resistance.

The data also shows that support for improving access to justice is the top priority action respondents want from governments, selected by 79% of the sample. Expanding education and training came second at 66%, and increasing women’s leadership third at 58%.

Download the Full Report

The findings above are a starting point. The full GeoPoll Africa Gender Survey 2026 covers:

• Country-level breakdowns for Kenya, Nigeria, South Africa, and Egypt
• Gender-disaggregated data across every key topic
• Awareness, exposure, and witness rates across nine types of gender-based violence
• Household financial decision-making and economic empowerment
• AI usage patterns and attitudes by gender
• Conclusions and actionable recommendations for governments, organisations, and advocates

The data exists to inform decisions. We hope it does.

Contact Us

For more information about this project, get clarifications on any section in the data, or to learn more about our capabilities, please feel free to contact GeoPoll.

The post Annual Report: The Gender Equality Report 2026 appeared first on GeoPoll.

Covering three waves of data collection from the 2023 baseline to the 2025 endline, the study tracks the evolution of farmer behavior across awareness, variety switching, preferred traits, purchasing barriers, marketing sources, and brand engagement. The findings show a changing landscape, where digital channels are rising, traditional networks are shifting, and farmers are becoming more informed and intentional in their seed choices.

What the Report Covers

This new report provides a comprehensive picture of how farmers make seed decisions across Kenya and Uganda. It explores the full journey — from awareness and trust, to variety switching, purchasing behavior, marketing channels, and engagement preferences. The analysis covers:

• Seed sources and access pathways: How farmers obtain maize and bean seed, and how sourcing patterns have evolved across the three waves.
• Barriers to purchasing improved seed: Financial, trust-related, and availability challenges that affect adoption.
• Net Promoter Scores (Recommend and Knowledge): How farmers perceive the varieties they use — and how well they can recall specific brands or names.
• Variety switching behavior: Who switches, why they switch, why they don’t, and how frequently switching occurs.
• Preferred traits and performance priorities: What farmers value most, from yield and drought tolerance to maturity and vigor.
• Marketing and information channels: Which platforms and communication channels influence farmers, including the rise of digital marketing and the stable importance of radio.
• Social media usage and engagement preferences
• How farmers use Facebook, WhatsApp, and other platforms, and which channels they prefer for interacting with seed companies.
• Most preferred ways to engage with seed companies
• How farmers want companies to communicate with them, from training events and demos to digital channels.

These sections together provide a complete, accessible, and actionable picture of how the seed market is evolving from the farmer’s perspective.

Download the Full Report

The full report provides analysis, demographic profiles, cross-country comparisons, and recommendations for building trust, driving adoption, and strengthening marketing strategies.

Interactive Dashboard

To complement the report, dig into this dynamic, interactive dashboard where you can explore trends by crop, country, age group, gender, and other demographics.

Contact Us

For more information about this project, get clarifications on any section in the data, or to learn more about our capabilities, please feel free to contact GeoPoll.

The post The Seed Marketing Report: How Farmers in Kenya and Uganda Choose, Use, and Trust Maize and Bean Seeds appeared first on GeoPoll.

According to the FinAccess Household Survey 2024, 84.8% of Kenyan adults now have access to formal financial services, marking a significant milestone in inclusion. The Central Bank of Kenya’s Financial Sector Stability Report 2024 further notes the rising role of digital lending, with non-bank credit providers and mobile loan apps becoming key sources of short-term finance, though concerns remain over affordability, data privacy, and consumer protection.

This Kenya-focused study forms part of a broader Sub-Saharan Africa Financial Services and Usage Report, which examined evolving financial behaviors across multiple African markets. Powered by TuuCho; GeoPoll conducted the study via GeoPoll’s application and  mobile web platform, reaching a total of 2,500 respondents, offering a comprehensive snapshot of how Kenyans access, use, and perceive financial services, from mobile wallets to traditional banking and emerging credit solutions. By situating Kenya’s findings within the regional context, the report highlights both the country’s leadership in digital finance innovation and the ongoing need to balance accessibility with responsible lending and financial literacy.

Demographic Overview

The survey gathered responses from a diverse group of young Kenyans, with most aged between 25 and 34 years (52%). Males accounted for 64% of respondents and females 36%, with a majority living in urban areas (73%) compared to rural areas (27%). In terms of income, most respondents fall within lower to mid-income brackets, reflecting the importance of affordable financial solutions. About 34% earn between KES 10,000 and 35,000 per month, while 31% earn below KES 10,000. A smaller but growing middle-income segment, representing 15%, earns between KES 35,000 and 50,000 monthly.

Sources of Income

The data indicates that most Kenyans derive their income from formal employment and small businesses, reflecting a mixed but evolving labor landscape. A significant 37% of respondents earn their primary income through salaries or wages from formal employment, showing the continued importance of structured jobs, particularly in urban centers. The second-largest source of income is business profits or self-employment, reported by 21% of respondents, highlighting Kenya’s strong entrepreneurial culture and the role of micro, small, and medium enterprises in sustaining livelihoods. Casual or daily labor ranks third at 11%, pointing to a sizeable portion of the population engaged in informal or short-term work.

Financial Service Usage in Kenya

The findings reveal that mobile money platforms remain the dominant financial service in Kenya, reflecting their central role in everyday transactions and financial inclusion. About 67% of respondents reported using mobile money services such as M-Pesa, far surpassing all other financial channels. This demonstrates the continued integration of mobile finance into both personal and business activities across the country. The second most used service is bank accounts (including savings and checking), cited by 18% of respondents, showing that while traditional banking remains important, it lags behind mobile-based solutions in accessibility and usage. SACCOs and cooperatives follow distantly at 5%, indicating their niche but trusted role, particularly in rural and community-based financial systems. The comparatively low adoption of microfinance services (4%), digital lending apps (3%), and insurance services (1%) points to opportunities for growth in formal and digital finance beyond payments, especially in credit, savings, and risk protection products.

Mobile Money Usage in Kenya

Mobile money continues to define Kenya’s financial landscape, reaching near-universal adoption. According to the survey, an overwhelming 98% of respondents reported using mobile money services such as M-Pesa or Airtel Money, confirming its position as the country’s dominant financial tool. This near-total penetration reflects how mobile wallets have become deeply embedded in daily financial activity, bridging gaps in formal banking access and enabling real-time transactions for millions.

When asked about their main uses of mobile money, Kenyans demonstrated its versatility beyond simple transfers. The majority use it for sending (79%) and receiving money (78%), followed closely by paying for goods and services (73%) and settling bills (70%) such as electricity, water, and internet. Additionally, nearly half (49%) use mobile money for savings, while 32% rely on it for loans or credit, reflecting the expanding role of digital finance in meeting broader financial needs. This shows that mobile money has evolved from a payment platform into a multifunctional ecosystem supporting both transactional and financial management activities.

In terms of frequency of use, engagement is remarkably high, 49% of respondents use mobile money daily, while another 39% transact several times a day. Only a small minority use it weekly or less often. These patterns demonstrate how integral mobile money has become to everyday life in Kenya, facilitating everything from routine purchases to income management. The findings highlight a mature and highly active digital finance environment, where convenience, trust, and accessibility drive sustained adoption and frequent usage.

Bank Account Ownership and Usage in Kenya

Banking access in Kenya remains significant, though not as widespread or actively used as mobile money. The findings show that 83% of respondents have a bank account, while 17% do not. Among account holders, 40% maintain a savings account, 23% have a current or checking account, and 21% hold both types. This indicates that most users prioritize savings-based products, aligning with Kenya’s growing culture of financial prudence and long-term planning. However, the relatively high share of individuals without bank accounts highlights the continued importance of alternative financial systems such as mobile money and SACCOs.

In terms of frequency of bank use, activity levels are moderate to low. About 36% of respondents use their bank accounts rarely, while another 33% engage with them monthly. Only 22% access their accounts weekly, and 11% use them daily. This suggests that while many Kenyans maintain formal banking relationships, everyday transactions are far more likely to occur through mobile platforms, which offer greater convenience and accessibility for routine financial needs.

When asked about their main reasons for using bank accounts, respondents cited receiving income (35%) and saving money (35%) as the top purposes. Smaller proportions reported using banks to pay bills or school fees (8%), conduct business transactions (6%), or access credit or loans (4%). These findings show that banks remain trusted for secure deposits and salary handling, but are less integrated into the daily financial activities that mobile money now dominates. The data points to a hybrid financial environment where formal banking serves as a foundation for savings and income management, while digital tools drive everyday financial interactions.

Top Banks (% of Mentions)

Among the respondents, the top five preferred banks in Kenya are KCB Bank (32%), Equity Bank (29%), Co-operative Bank (11%), I&M Bank (3%), and Absa Bank (3%). The results show a strong preference for Kenyan-owned institutions, with KCB, Equity, and Co-operative Bank collectively commanding over 70% of respondents. Their dominance highlights the strength of homegrown banks that have built extensive networks and deep community trust, while I&M and Absa represent smaller but established players within the country’s diversified banking sector.

Borrowing Trends and Loan Sources in Kenya

The findings reveal a nearly even split in borrowing activity among Kenyan respondents. About 47% reported having taken a loan in the past 12 months, while 53% had not. This balance suggests that credit access is relatively widespread but still moderated by income levels, financial literacy, or risk aversion.

When asked about their sources of borrowing, mobile lending apps emerged as the most common option, used by 30% of respondents. Their popularity reflects the convenience and speed of digital credit solutions like M-Shwari, Tala, and Branch. Commercial banks followed at 24%, indicating that traditional financial institutions remain an important source of formal credit, particularly for salaried individuals. Other notable borrowing sources include family or friends (20%), SACCOs or cooperatives (15%), and government funds (15%), showing a blend of formal and informal mechanisms in Kenya’s credit landscape. A smaller share borrowed from microfinance institutions (15%) and informal moneylenders (9%), suggesting that while access to credit is broad, affordability and regulation remain ongoing challenges.

Regarding the main reasons for borrowing, emergencies (27%) topped the list, followed by business purposes (23%) and school or education fees (12%). These patterns highlight that borrowing in Kenya is largely driven by short-term needs and income-support activities, rather than asset acquisition or long-term investments. Fewer respondents cited borrowing for food (7%), household expenses (5%), or asset purchases (4%), reinforcing that loans are often used as financial buffers rather than tools for wealth creation.

Familiarity with Insurance Products

Most Kenyans demonstrate a solid awareness of insurance, with about 40% saying they are very familiar with different insurance products and providers. Another 33% are somewhat familiar, showing moderate understanding. However, around 28% have only heard of insurance or are not familiar at all, indicating that while awareness is widespread, deeper understanding remains limited across portions of the population.

Insurance Uptake and Coverage Types

Nearly half of respondents, 48%, reported having taken an insurance policy, while 53% said they have not. Among those insured, health insurance dominates at 48%, followed by life insurance at 17% and motor insurance at 14%. Around 36% of respondents currently have no insurance coverage, revealing significant opportunity for growth in other categories such as property, agricultural, and home insurance.

Barriers to Insurance Uptake

The main challenge limiting insurance adoption is affordability, with about 41% citing high premiums as the biggest deterrent. Another 24% pointed to lack of clear information or understanding, while 14% mentioned limited product availability. Roughly 13% said they do not see the need for insurance. These findings highlight the need for more affordable, transparent, and accessible insurance options tailored to Kenyan consumers.

Trust in Insurance Companies

Trust levels in insurance companies are moderate. About 44% of Kenyans have mixed feelings, 24% are cautious or skeptical, and 21% fully trust insurers. Only 12% say they do not trust them at all. These results show that while awareness is growing, confidence remains limited, highlighting the need for insurers to improve transparency and build stronger customer relationships.

Challenges, Barriers, and Satisfaction with Financial Services

High fees remain a major concern across both mobile money and formal financial services, with 34% of respondents citing them as the main challenge in fintech use and 46% identifying them as the biggest barrier to accessing formal financial systems. Other significant issues include network downtime at 28% and fraud or security concerns at 25%, while customer service and digital literacy challenges were reported by fewer users.

Despite these challenges, overall satisfaction with financial services is fairly positive. About 41% of respondents reported being satisfied and 14% very satisfied, while 38% were neutral. Only a small proportion, roughly 8%, expressed dissatisfaction. This suggests that although costs and service reliability are key pain points, most users acknowledge some level of satisfaction with available financial services.

When asked about improvements that would encourage more frequent use, nearly 45% of respondents called for lower fees. Better customer service and easier access to branches or agents were also seen as important by 20% and 19%, respectively. These insights highlight a clear demand for affordability, convenience, and improved service delivery to enhance engagement with financial products in Kenya.

Financial Constraints and Major Life Decisions

A large majority of respondents, 71%, reported postponing major life plans such as marriage, education, or starting a business due to financial reasons. Only 29% said they had not delayed any major plans. This indicates that financial challenges remain a significant barrier to personal progress for many Kenyans, affecting long-term goals and overall economic well-being.

Consumer Spending Adjustments

A significant 79% of respondents reported changing a product and opting for a cheaper alternative, while only 22% said they had not. This shows that most Kenyans are making cost-conscious decisions, likely influenced by economic pressures and the rising cost of living, as they prioritize affordability over brand or quality preferences.

Conclusion

Kenya’s financial landscape continues to set the pace for digital innovation in Africa, yet clear gaps remain between access, affordability, and depth of use. With 84.8% of adults now financially included and mobile money reaching 98% penetration, Kenya has achieved remarkable progress in expanding access to financial tools. However, challenges persist: 41% of respondents cite high fees as the main barrier to insurance and financial service uptake, while 44% express only moderate trust in insurance providers.

Financial strain remains widespread, with 71% of Kenyans delaying major life decisions due to money constraints and 79% opting for cheaper products to cope with rising costs. Despite these pressures, 55% of users report being satisfied or very satisfied with available financial services, evidence of a population that remains resilient, adaptive, and optimistic. Moving forward, Kenya’s financial ecosystem must prioritize affordability, transparency, and responsible innovation to ensure that its digital success story translates into sustainable financial well-being for all.

Methodology/About this Survey

This Exclusive Survey was powered by GeoPoll’s AI platform; Tuucho run via the GeoPoll mobile application and Mobile web in Kenya, the sample size was 2,500, composed of random users between 18 and 50. Since the survey was randomly distributed to an affluent audience the results are slightly skewed towards younger respondents.

These insights highlight not only the evolving nature of Kenya’s financial landscape, but also the power of GeoPoll in uncovering meaningful, data-driven narratives across diverse populations. Through its robust mobile-based survey technology and extensive reach across emerging markets, GeoPoll delivers fast, reliable, and actionable financial data that helps organizations, policymakers, and researchers understand consumer behavior, financial inclusion, and economic trends in real time. As digital finance continues to transform access and usage across Africa, GeoPoll remains at the forefront, bridging the gap between people and insights, and enabling smarter decisions through a deeper understanding of financial realities.

Please get in touch with us to get more details about our capabilities, explore more on various topics in Africa, Asia, and Latin America.

The post Kenya’s Financial Landscape Report appeared first on GeoPoll.

GeoPoll’s latest country-specific study, Tanzania Financial Services and Usage 2025, delves deeper into how consumers are navigating this transformation, from mobile money and banking to insurance, loans, and financial planning, offering an in-depth look at the behaviors and challenges shaping the nation’s financial future.

Expanding Access Through Mobile Money

With 94 percent of Tanzanians using mobile money platforms such as M-Pesa, Tigo Pesa, and Airtel Money, digital finance has become the foundation of financial inclusion. The report reveals that mobile transactions dominate daily financial life, enabling millions to send and receive funds, pay bills, and save, even without formal bank accounts.

Banking and Credit Behavior

While 76 percent of Tanzanians now have a bank account, usage remains infrequent, as most rely on mobile channels for convenience. NMB Bank and CRDB Bank lead in trust and customer preference.
Meanwhile, 46 percent of respondents took a loan in the past year, with mobile lending apps emerging as the top credit source, underscoring the shift toward instant, tech-driven borrowing solutions.

Insurance and Financial Confidence

Insurance awareness is growing, but affordability remains a barrier. High premiums (37 percent) and limited understanding keep many uninsured. Still, health insurance leads uptake, showing potential for greater inclusion with better communication and pricing.

Key Takeaway

Tanzanians are eager adopters of digital finance but face persistent hurdles around high fees, network issues, and accessibility. To strengthen inclusion, stakeholders must focus on affordable, customer-centric, and transparent solutions that empower everyday users.

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These are just a few of the findings from our new report: Tanzania Financial Services and Usage

The comprehensive, 21-page report covers:

• Income Sources – Formal employment (43%) and self-employment (28%) are the main income streams, while 13% depend on farming or agriculture.

• Mobile Money Usage – Used by 94% of Tanzanians, mainly for sending (78%), receiving (73%), and paying bills (60%). Over 60% use it daily or several times a day.

• Banking Trends – 52% have savings accounts; NMB (59%) and CRDB (28%) are the most trusted banks. Mobile apps (41%) are preferred over USSD for digital banking.

• Loans and Borrowing – 46% took a loan in the past year; mobile lending apps (27%) and banks (24%) are the top sources. Most borrow for business (26%) or emergencies (24%).

• Insurance – 45% have insurance, mainly health (54%). Barriers include high premiums (37%) and limited understanding (23%).

• Financial Challenges – High fees (36%) and network downtime (37%) are the main pain points for mobile and fintech users.

• Affordability and Life Impact – 71% delayed major life plans due to financial constraints, and 70% switched to cheaper products to cope with rising costs.

At GeoPoll, we offer mobile-first, rapid-turnaround consumer insights via our Tuucho Panel across Africa. Whether you’re testing new concepts, exploring market expansion, or fine-tuning your distribution strategy, our tools help you make smarter, faster decisions. Contact us today to get started.

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