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The study was conducted by GeoPoll using its WhatsApp-based data collection mode and end-user mobile app across Kenya between May 6 and 9, 2026. A total of 1,120 respondents participated, providing insights into public awareness and lived experiences of the ongoing fuel shortage in the country.

The study explored key themes including awareness of the shortage, personal and household experiences, daily disruptions, economic effects, coping strategies, perceptions of government response, and expectations for the future.

At a glance

• Awareness of the ongoing fuel shortage in Kenya is very high, with 96% of respondents reporting that they are aware of the situation.
• A significant majority of respondents, 81%, reported having personally experienced difficulty accessing fuel in the past two weeks in Kenya.
• A large majority of respondents, 94%, reported that their household expenses have increased as a result of the fuel shortage in Kenya. Notably, more than half of this group (53%) indicated that the increase has been significant, highlighting the strong financial pressure placed on households.
• Among public transport users, 96% reported an increase in fares in Kenya, with 51% stating that the increase has been significant.
• A notable portion of respondents, 30%, attribute the ongoing fuel shortage in Kenya to geopolitical tensions.
• A slight majority of respondents, 53%, expect the fuel shortage in Kenya to persist for more than a month or potentially develop into a longer-term issue.

Awareness and Personal Experience

Crisis events often reach a point where they move beyond media coverage and become part of everyday lived experience. In the case of the fuel shortage in Kenya, this transition appears to have fully occurred. Awareness is near-universal at 96%, indicating that the issue is widely recognized across the population.

However, awareness alone does not capture the full extent of the situation. The more important indicator is how deeply the shortage is affecting daily routines, and the data shows clear evidence of widespread disruption across mobility, household spending, and transport costs.

A total of 81% of respondents reported having personally experienced difficulties accessing fuel in the past two weeks in Kenya. This indicates that a large majority of those surveyed are not only aware of the situation, but are directly affected by it in their day-to-day lives. Many have faced long queues at petrol stations, been unable to refuel when needed, incurred higher-than-expected costs, or had to adjust their routines due to inconsistent fuel availability.

More than half of respondents (53%) reported that they experienced fuel shortages very often or on multiple occasions each week in Kenya. This indicated that the issue was not occasional, but a recurring disruption that had become part of daily routines for many people, affecting how they moved, worked, and planned their activities.

Only 3% reported that they had never experienced a fuel shortage, highlighting how widespread and persistent the challenge had been across the surveyed population.

The Cost of Getting Around

Kenya is a country constantly in motion, where millions of people rely on public transport each day, including matatus, boda bodas, and tuk-tuks, to get to work, school, markets, and health facilities. When fuel becomes scarce or costly, the impact is not confined to petrol stations; it moves with every journey, affecting passengers, goods, and services across the transport network.

The data clearly reflect this reality. Increased transport costs emerged as the most widely reported impact of the fuel shortage, cited by 81% of respondents.

Impact on Daily Activities

Respondents were asked to select all ways in which the fuel shortage had affected their daily lives. Beyond transport, 45% reported an increase in the cost of goods and services, reflecting the ripple effects of higher logistics and delivery expenses across the supply chain. A quarter (25%) indicated reduced business operations, while 23% experienced commuting delays that disrupted their daily schedules.

Overall, the findings pointed to widespread disruption across everyday economic activity, where most forms of movement and service delivery had become more costly or difficult. Only 2% of respondents reported that the shortage had not affected their daily life.

What Happened to Transport Fares?

More than half, 60% of respondents reported relying primarily on matatus or buses for their daily travel, while 44% used boda bodas. These modes of transport are not occasional alternatives, they form the core of daily mobility for most people. As fuel costs rise, operators typically pass these increases on to passengers, leaving limited alternatives for commuters.

The impact on fares was near-universal. A total of 96% of public transport users reported an increase in fares, with 51% describing the rise as significant. A further 45% noted that fares had increased, though less sharply. Only a small minority, less than 4%, reported no change in transport costs.

96% of public transport users say fares have gone up. Almost no one has been spared.

Household Finances Under Pressure

The combined effect of higher transport costs and rising prices for goods has been clearly reflected in household budgets. When respondents were asked about the overall impact of the fuel shortage on their household expenses, the responses were overwhelmingly consistent.

A total of 94% reported that their household expenses had increased. More than half of these respondents (53%) described the increase as significant rather than marginal. This points to a shift from manageable cost adjustments to more pronounced financial pressure for many households. Only 5% reported no change in their expenses, while just 1% indicated a decrease.

For households already operating under constrained budgets, even moderate increases in daily costs translate into reduced financial flexibility. The breadth of the response suggests that the impact has been widely felt across different segments of the population.

The View From the Petrol Station

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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.

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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.

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Yet, many brands still face challenges:

• Fragmented insights spread across agencies, media partners, and internal teams.
• Lagging data that only arrives after opportunities are lost.
• Surface-level metrics (likes, clicks) that don’t connect to real business outcomes.

The result is that decisions are made with partial information, campaigns fall short, and budgets are wasted.

This is where a thoughtful approach to KPIs comes in. Simply tracking every metric can lead to analysis paralysis, and tracking vanity metrics can be a wasted effort. The most successful organizations understand that KPIs are not just numbers but a direct reflection of a company’s goals. When used correctly, they become a powerful engine for data-driven decision-making.

The Power of Purpose-Driven KPIs

A well-defined KPI strategy transforms data from a passive report into an active roadmap for improvement. When you focus on the right indicators, you can:

• Identify Trends and Patterns: Consistently tracking key metrics can help you spot emerging trends in consumer behavior, market sentiment, and campaign performance, allowing you to be proactive and adapt your strategy to capitalize on opportunities or mitigate risks before they escalate. For example, a sudden shift in brand awareness in a specific region might indicate a new competitive threat or a successful grassroots campaign that deserves more investment.
• Optimize Resource Allocation: Marketing and operational budgets are finite. KPIs provide a clear, objective way to measure the return on investment (ROI) for different initiatives. Knowing which channels are delivering the best results in terms of leads, conversions, or customer acquisition cost can help you reallocate resources from underperforming areas to those with proven success, ensuring every dollar works harder.
• Enable Data-Driven Decisions: Moving beyond intuition to make decisions based on tangible evidence is a game-changer. Whether it’s launching a new product, entering a new market, or refining your messaging, KPIs provide the hard data needed to make confident, informed choices. This not only increases the likelihood of a positive outcome but also fosters a culture of accountability and continuous improvement.

Shift from Metrics to Meaningful Insights

The most effective KPI tracking goes beyond a static dashboard. It’s a dynamic process that involves collecting data in a way that provides context and depth. This requires a holistic view, combining quantitative metrics with qualitative insights.

For instance, while a high click-through rate on a social media ad is a great metric, understanding why that ad resonated with a specific audience, through sentiment analysis or direct feedback, provides a far more valuable insight. This blend of “what” and “why” allows you to replicate successes and avoid repeating mistakes.

Similarly, in sectors like international development, understanding how local factors influence project outcomes is crucial. Tracking progress against goals is one thing; receiving real-time feedback from beneficiaries on the ground is what truly informs a successful and impactful strategy.

Brands that win are shifting away from vanity metrics toward value-driven KPIs. This means moving beyond impressions and click-throughs to track deeper indicators such as:

• Awareness and recall – Do consumers know your brand and remember your campaigns?
• Consideration and preference – Are you top of mind when purchase decisions happen?
• Usage and loyalty – Do consumers return, and how do they compare you to your competitors?
• Perception shifts – Has your positioning improved on quality, trust, or relevance?

Tying these indicators directly to business strategy helps brands better understand not only what people are doing, but why they’re doing it, and what that means for growth.

The Real-Time Advantage

Quarterly or annual KPI reports often arrive too late to influence decisions. By contrast, real-time KPI tracking enables brands to identify opportunities and threats as they emerge. This provides three critical advantages.

• Agility in campaign optimization. A retailer running a back-to-school campaign, for instance, can adapt messaging and media allocation based on daily performance rather than waiting for month-end reports.
• Crisis prevention. Early detection of sentiment shifts enables brands to address issues before they escalate into viral problems. A food brand might notice declining trust scores in specific regions and investigate supply chain concerns before they impact sales.
• Competitive intelligence. Understanding how your brand moves relative to competitors helps identify white space opportunities and defensive priorities. When awareness drops while competitors rise, you know exactly where to focus resources.

A Framework for Effective KPI Tracking

The most effective KPI strategies follow a simple but powerful framework:

• Align Metrics with Business Goals: Every KPI must be directly tied to strategic objectives. If improving a metric does not enhance business performance, it is a distraction from the real goal. Every KPI should answer: “If this number improves, how does our business improve?” Vanity metrics fail this test.
• Combine Quantitative and Qualitative Insights: Numbers show what happened, while context explains why. Both are required for actionable intelligence. A spike in brand consideration means little without understanding the drivers behind it.
• Set Clear Action Triggers: Define specific points at which KPI changes trigger strategic responses, ensuring that insights translate into action. For example, when brand awareness drops below X%, or competitor preference rises above Y%, what’s your playbook?
• A continuous feedback loop. Use insights to inform strategy, then measure whether strategic changes deliver intended results. This creates a continuous improvement cycle that compounds over time.

How GeoPoll Delivers Actionable Insights – Try TuuCho

At GeoPoll, we believe that real-time, high-frequency data is the foundation of powerful KPI tracking. Our tech-driven methodologies enable us to collect data from a large and diverse panel of respondents and provide a consistent stream of information that businesses and organizations can use to monitor their KPIs as they change. Powered by AI for near real-time analysis, our output is insights that give you a clear and immediate picture of performance on the ground to make critical adjustments with confidence.

Take TuuCho by GeoPoll, for example. You subscribe to a service that gives you three surveys per month with real-time dashboards and insights-packed reports within 48 hours of running the surveys. One of the surveys can be a tracker that consistently tracks your KPIs. One of the other two can synthesize findings from the tracker to provide the why, and your other survey can focus on any area of strategic interest.

Contact us to learn how GeoPoll can help you define, track, and act on the KPIs that matter most to your organization, and request a demo on how TuuCho by GeoPoll can assist you.

The post Smarter KPI Tracking: How to Drive Growth Through Real-Time Insights appeared first on GeoPoll.

Yet, reaching and understanding Gen Z requires a fundamentally different approach to market research. Traditional methods often fall flat with this audience, who demand speed, authenticity, and mobile-first experiences. This is where GeoPoll plays a unique role.

Why Gen Z Requires a Different Approach

Several set Gen Z apart:

• Digital Natives: Gen Z has grown up with the internet and smartphones. They expect seamless, intuitive, and mobile-first interactions.
• Authenticity Seekers: They can spot inauthentic messaging instantly and gravitate toward brands with transparency and purpose.
• Purpose-Driven: Social impact, environmental sustainability, and ethics influence their brand choices.
• Time-Conscious: They prefer concise, engaging interactions over lengthy, traditional surveys. This can be seen also with the media they consume; Gen Z grew up in the era of short-form, snackable content. With platforms like TikTok, Instagram Reels, and YouTube Shorts shaping their daily media consumption, this generation expects information and interactions to be concise, engaging, and instantly rewarding.
• Diverse and Inclusive: Gen Z is the most diverse generation yet and expects representation and inclusivity in research and communication.

Traditional research methods, long phone surveys, focus groups, or paper-based questionnaires, fail to resonate with this audience. Instead, companies must embrace mobile-first, real-time, and participant-centered methodologies.

The how

For Generation Z, the smartphone is not just a device but the primary gateway to information, entertainment, and commerce.

This shift makes mobile-first research approaches essential for any company seeking authentic insights from Gen Z. By leveraging channels like SMS, mobile web, WhatsApp, and apps, researchers can meet this generation where they are most comfortable: on their phones. Mobile-first methods not only expand reach into diverse and often underrepresented communities but also enable faster, more natural interactions that resonate with Gen Z’s digital-first mindset. This is how it can be done:

Mobile-First Surveys

Surveys are delivered directly to mobile devices via SMS, WhatsApp, mobile web, and GeoPoll’s app. This ensures accessibility, even in hard-to-reach or rural areas, while meeting Gen Z where they are, on their phones.

Engaging, Short Formats

Instead of long questions surveys, GeoPoll supports micro-surveys and polls that can be completed in minutes. Question types include multiple choice, open-ended, image-based, and multimedia, keeping the experience engaging and authentic.

Advanced Targeting

GeoPoll allows companies to precisely target Gen Z by demographics, geography, psychographics, or behaviors. Whether you want to study urban youth in Nairobi or gaming enthusiasts in Lagos, GeoPoll’s respondent network enables hyperlocal and behavioral segmentation.

Instant Incentives

Gen Z appreciates quick rewards. GeoPoll provides airtime, and mobile money instantly, boosting completion rates and ensuring respondents feel valued.

Real-Time Data Collection

Gen Z’s preferences change rapidly. With GeoPoll’s real-time dashboards and analytics, companies can track shifting trends and respond with agility.

Cultural Intelligence

GeoPoll’s teams in emerging markets understand cultural nuances, ensuring that survey design, incentives, and communication are locally relevant and authentic.

Designing Research That Resonates with Gen Z

To engage Gen Z in ways that feel natural and authentic, companies should adapt their research design with the following principles in mind:

• Keep it short: Attention spans shaped by platforms like TikTok and Instagram mean lengthy questionnaires rarely succeed. Instead, focus on micro-surveys with 7-10 highly targeted questions. For broader studies, break them into smaller waves deployed over time. This approach respects Gen Z’s time while still capturing comprehensive insights.
• Use their language: Communication with Gen Z works best when it feels authentic. Avoid industry jargon that may confuse participants and resist the temptation to mimic slang that doesn’t align with your brand voice. Instead, adopt a clear, conversational tone that feels approachable and respectful.
• Be visual: Gen Z is a visual generation. Incorporating images, emojis, short videos, and interactive elements into surveys makes the experience more engaging and mirrors the way they naturally consume information online. For example, showing product images for feedback or using emojis in rating scales creates familiarity and boosts participation.
• Offer value: Participation is more meaningful when respondents see the impact of their input. Share how insights will influence product development, advertising, or social initiatives. Even small acknowledgments—like a thank-you message explaining how their feedback matters—can build trust and encourage repeat participation.
• Respect privacy: Gen Z is digitally savvy and deeply aware of data security concerns. They expect transparency around how their responses are collected, stored, and used. Providing clear explanations, consent options, and privacy safeguards is critical for building long-term trust and ensuring compliance with global data protection standards.

Case Example: Mobile Gaming in Africa

To understand gaming preferences across Africa, GeoPoll conducted a study. Within just 48 hours, GeoPoll launched SMS-based surveys in Egypt, Kenya, Nigeria, and South Africa, reaching more than 2,500 young gamers, with the majority being Gen Z.

The study uncovered rich insights, from gameplay habits and spending patterns to the features Gen Z values most in gaming platforms. These findings provided the company with a clear picture of both opportunities and challenges within the African gaming landscape.

By delivering fast, targeted, and mobile-first research at scale, GeoPoll empowered the client to make data-driven decisions that shaped product development, marketing strategies, and regional growth plans. The result was a deeper connection with Gen Z gamers and tangible business impact.

Practical Steps for Companies Targeting Gen Z with GeoPoll

1. Define Objectives Clearly – Are you testing product concepts, exploring brand loyalty, or measuring purchase intent?
2. Craft Concise Questions – Use straightforward language that resonates with Gen Z.
3. Leverage Targeting Tools – Narrow in on the most relevant sub-segment of Gen Z.
4. Incentivize Participation – Small, instant rewards drive higher engagement.
5. Act on Data Quickly – Use GeoPoll’s real-time capabilities, to move from insights to action.

The Future of Market Research is Gen Z-Centric

As Gen Z continues to gain purchasing power, companies that invest in understanding them today will be tomorrow’s market leaders.

The future of market research is:

• Mobile-first
• Real-time
• Culturally intelligent
• Participant-focused

Conclusion

Gen Z is not the future, they are the present force reshaping markets. Brands that listen, engage, and adapt to their values will thrive. With its mobile-first platform, diverse panels, and deep expertise in emerging markets, GeoPoll is the trusted partner for companies ready to unlock the insights that matter most to this generation.

Ready to connect with Gen Z? Contact GeoPoll today to start your journey.

The post Cracking the Gen Z Code: Conducting Effective Market Research appeared first on GeoPoll.

GeoPoll, alongside Kantar, Integrate, Analysis, and other partners, conducted extensive surveys across more than 30 countries to assess the most admired brands. The results of the 14th edition were announced in May, with country announcements ongoing. Last week, the results for Uganda were announced, and we are happy to share the results. 

The findings unveiled a surprising revelation: while 86% of consumers admire African brands, only 14% of the most admired brands are actually manufactured in Africa.  

Similarly, the survey indicated that 65% of Ugandans have confidence in local brands, demonstrating a high level of trust and support for products and services made in Uganda. However, only 35% of respondents reported actively consuming these local brands. This significant gap between confidence and consumption highlights the larger obstacles that African brands encounter throughout the continent. 

The ceremony took place at Fontis Residence Hotel in Kampala, saw Thebe Ikalafeng, Chairman of Brand Africa, and Publics Africa Communications present awards to the most admirable Ugandan brands. 

Uganda’s Most Admired Brands   

Most Admired Consumer, Non-cyclical Brands 

Most Admired Personal Care Brands 

Most Admired Alcoholic Beverages Brands 

Most Admired Non-Alcoholic Beverages Brands 

Most Admired Telecommunication Brands 

Most Admired Electronics/Computers Brands 

Most Admired Apparel Brands 

 Most Admired Auto-Manufacturers Brands 

Most Admired Sports and Fitness Brands   

Most Admired Technology 

Most Admired Financial Services Brands 

Most Admired Media Brands 

Most Admired Doing Good for Society, Environment and People   

Most Admired African Brands 

Country Contributing to a Better Africa 

Most Admired Brand in Ugandan 

Most Admired Ugandan Brand 

At the ceremony, Ms. Doreen Silver Katusiime, the Permanent Secretary at Uganda’s Ministry of Tourism, Wildlife and Antiquities, emphasized the significance of the awards in relation to Uganda’s goal of promoting local content and fostering sustainable economic development. She stated, “Uganda takes great pride in hosting the Brand Africa 100 Awards, an event that deeply resonates with our vision of nurturing local talent and driving sustainable economic growth. The acknowledgement of these brands today extends beyond mere celebration of success; it serves as an inspiration for future generations of African entrepreneurs to strive for excellence and contribute to the ongoing prosperity of the continent.” 

Performance of African Brands 

African brands have retained a 14% share of Top 100 most admired brands in Africa for the second year in a row. African brands, led by South African telecommunications group, MTN, Nigerian conglomerate, Dangote, South African media group, DStv are among the overall most admired brands across the continent. Click here to get the full Top 100 most admired brands in Africa 

The post Brand Africa: Top Brands in Uganda appeared first on GeoPoll.

Following the Closing Ceremony on 11 August, 2024, GeoPoll and mediaReach OMD reached out to respondents in Ghana and Nigeria again to explore how their actual viewership of the games compared to their pre-Olympics’ interest and intentions. The follow-up survey also assessed respondents’ intention to watch the Paris 2024 Paralympic Games and the Los Angeles 2028 Olympics. This post details findings from the follow-up survey.

Viewership of the Paris 2024 Olympics

In the Pre-Olympics Survey, 97% of respondents in Nigeria and 92% of respondents in Ghana said they intended to watch the 2024 Paris Olympics. Although dropping slightly, the percentage of respondents that said they did watch the games remains exceptionally high. Almost all respondents in Nigeria claim to have watched (95%) along with 86% of respondents in Ghana.

The slight decrease in actual viewership versus intent may be partially explained by the fact that a majority of respondents said there were major happenings or news that affected their viewership of the games.

Across countries, the events respondents were most interested in watching include football, athletics, basketball, swimming, and boxing. Football was by far the most popular event in Nigeria (51%) while Athletics was the most popular in Ghana (49%).

The fanfare of the Opening Ceremony drew a majority share of respondents in both Ghana (50%) and Nigeria (62%). An even larger share tuned in to watch their preferred games or events (72% in Ghana and 63% in Nigeria).

When it comes to following their favorite events, respondents are much more likely to watch the entire event than to just tune in for the quarterfinals, semifinals, finals, and/or medal ceremony.

Interest in the games goes beyond borders. Respondents in Ghana and Nigeria were just as likely if not more likely to watch or follow games or events that athletes from other countries were partaking in than events with athletes from their own country.

With the United States topping the gold and overall medal count, it follows that the majority of respondents watched games or events involving US athletes. Excitement around the gold medal match in men’s football between Spain and France, the men’s basketball final between the US and France, the women’s football final between the US and Brazil, and the women’s football bronze medal match between Germany and Spain help to explain the large number of respondents that watched events involving those countries.

Media Consumption Habits

TV was the device of choice for watching the games, followed by mobile phone. Watching via mobile phone was particularly popular in Nigeria (68%). The top three platforms for watching the games in Nigeria were DStv (51%), streaming sites (51%), and GOtv (44%). In Ghana, the top three platforms were DStv (46%), streaming sites (44%), and terrestrial television stations (40%).

Respondents primarily watched the games live on TV rather than catching up via replays or news highlights.

In terms of setting, most respondents watched the games…

Viewership increased throughout the day, with the highest percentage of respondents watching in the evenings from 6pm to 11pm.

Olympics Sports Betting

Betting on the Olympics primarily followed expectations leading up to the games. In the Pre-Olympic Wurvey, 42% of respondents in Ghana said they expected to participate in betting. After the games, 45% said that they did participate. In Nigeria, 61% expected to bet compared to 59% that actually did.

The most popular betting platforms in Ghana were SportyBet (63%), Betway (18%), and 1XBET (8%). In Nigeria the most popular platforms were Bet9ja (35%), SportyBet (28%), BetKing (11%), and 1XBET (11%).

Paris 2024 Paralympic Games

The Paris 2024 Paralympic Games were held from 28 August to 8 September. Prior to the games, most respondents in Ghana were aware that Ghana would be participating in the games (75%). Awareness climbed to 83% in Nigeria. The majority of respondents in both countries said they were at least somewhat likely to follow the games.

Los Angeles 2028 Olympics

Looking ahead, 72% of respondents in Ghana and 67% of respondents in Nigeria said they are likely to watch or follow the 2028 Los Angeles Olympics.

Disappointment in their team’s success in Paris, particularly for fans in Nigeria, is likely dampening excitement for Los Angeles. When asked if their likelihood to watch the 2028 Olympics would change if there was a good representation of Ghanaian/Nigerian athletes, 66% of respondents in Ghana and 79% in Nigeria said that it would.

In addition to wanting to see a good representation of local athletes, almost all respondents said they would like to see more local brands associate with the 2028 Olympics in Los Angeles.

Olympics Fan Experiences

Fans have always played a vital role in sport, and when it comes to the Olympics, the shared experiences of fans help bring together entire nations in support of their athletes. While fan experiences have traditionally revolved around the live event and arena of the games, fan experiences today can be both physical and digital, extending beyond the borders of the host country into the homes, bars, screens, and public spaces of participating countries around the world.

In our study, we asked respondents how interested they would be in attending official Olympics fan experiences for the 2028 Olympics in their home city, such as public viewings, interactive exhibits, athlete meet-and-greets, etc.

In both Ghana and Nigeria, most rate their interest in fan experiences as either very interested or extremely interested.

About This Survey

GeoPoll conducted this survey, in collaboration with mediaReach OMD, using its proprietary mobile web research platform. The survey reached 1,176 respondents, leveraging the OMD Consumer Intelligence (OCI) panel in Ghana and Nigeria.

Data collection occurred from 21-27 August, 2024.

The diverse sample for the study includes a gender composition of 73% male and 36% female, and an age breakdown of 8% ages 18-24, 53% ages 25-34, and 40% ages 35 and older.

For more information on the sample and methodology for this study or to conduct a research study of your own in Africa or around the world, contact GeoPoll today.

For more information about mediaReach OMD and its services, please visit www.mediareachomd.com.

To view the detailed report with findings and insights gathered prior to the 2024 Paris Olympics, please visit the OMD Consumer Intelligence Platform or download the report here: https://www.mediareachomd.com/olympicsreport

The post GeoPoll Paris 2024 Post-Olympics Survey appeared first on GeoPoll.