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.

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 

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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

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As athletes complete their final preparations for Paris 2024, GeoPoll, in collaboration with mediaReach OMD, conducted a survey to assess public perceptions around the games. The study was conducted using GeoPoll’s mobile web platform, surveying more than 2,250 respondents in Ghana, Kenya, Nigeria, and Tanzania. Topics covered include awareness of the games, interest, viewing intentions, favorite events, media consumption habits, betting trends, and perceptions of the event’s cultural and social impact.

The findings reveal a robust interest among Africans for the 2024 Paris Olympics, with a significant percentage rating their interest at the highest level.

Key Findings

• General Interest: Across countries, most rate their interest in the games as very interested (37%) or extremely interested (24%), and 93% said they intend to watch the games.
• Favorite Sports: Football stands out as the event respondents are most interested in watching – particularly in Ghana (57%) and Nigeria (56%). Other highly anticipated events include athletics (31%), swimming (21%), basketball (18%), and boxing (15%).
• Favorite Programming: The majority of respondents intend to watch the opening ceremonies (55%), and 64% say they prefer to watch their favorite events in their entirety rather than just tuning in for the quarterfinals, semifinals, and finals.
• Viewership: TV remains the device of choice for watching the games (80%). However, 60% of respondents also plan to follow the games on their mobile phone. The incidence increases to 72% in Nigeria.
• Viewing Times: Viewership is projected to increase throughout the day, with respondents saying they are most likely to watch in the evening from 6pm to 11pm (55%).
• Anticipated Category Behavior: The survey also identified opportunities for brands, as viewers intend to upgrade data plans, socialize with friends, engage in sports betting, and consume soft drinks and alcohol, among other activities.

50% plan to engage in betting on the Olympics

The perceived importance of the Olympics goes beyond Paris or the final medal count. From this study, 72% respondents believe the Olympics has a cultural and social impact in their countries. These findings underscore the immense enthusiasm Africans have for the Olympics and the wide array of sports that will captivate audiences worldwide.

For a more detailed report with insights, please visit the OMD Consumer Intelligence Platform or download the report here: https://www.mediareachomd.com/olympicsreport

About This Survey

GeoPoll conducted this survey, in collaboration with mediaReach OMD, using its proprietary mobile web research platform. The survey reached 2,261 respondents, leveraging GeoPoll Audience Measurement (GAM) panels in Kenya and Tanzania, and The OMD Consumer Intelligence (OCI) panel in Ghana and Nigeria.

Data collection occurred from 31 May to 16 June, 2024. The survey was offered in English in Ghana, Kenya, and Nigeria, and in English and Swahili in Tanzania.

The diverse sample for the study includes a gender composition of 66% male and 34% female, and an age breakdown of 12% ages 18-24, 55% ages 25-34, and 33% 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.

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X-Data is a term that encompasses all the data collected from the totality of customer interactions and experiences with a brand across multiple touchpoints. It is qualitative and quantitative data that provides context around customer behaviors, motivations, beliefs, emotions and perceptions.

Integrating X-data into market research allows businesses to gain a deeper, more nuanced understanding of their clients and target audience. By capturing feedback on experiences, companies can tailor their strategies to meet customer needs and expectations better. This approach leads to more informed decision-making, ultimately driving customer satisfaction and loyalty.

Why is X-Data Important?

Unlike operational data (O-data) that deals with quantifiable metrics like sales numbers and website traffic, X-data provides context to these numbers. It explains the underlying reasons behind customer behaviors and offers understanding of the complete customer journey and experience. This enables you to:

• Identify pain points and areas of friction in the customer experience
• Understand the “why” behind customer actions, not just the “what”
• Capture feedback, sentiments and emotions driving purchasing decisions
• Map out every touchpoint in the customer journey
• Optimize customer experiences by viewing them holistically

Ultimately, X-Data helps businesses become truly customer-centric by allowing them to walk in their customers’ shoes.

Collecting X-Data

There are a variety of methods and sources for collecting rich experience data, including:

• Customer Interviews/Focus Groups: Directly asking customers about their experiences through surveys, interviews or focus groups.
• Customer Observations: Observing customers actually interacting with your product/service/brand through field studies, camera/video observations or interactive display monitoring.
• Social Listening: Tracking customer experiences and sentiments across social media, review platforms, forums and online communities.
• Session Recording: Video recording and tracking of how customers navigate and interact with websites, apps or digital products.
• Biometrics/Neuromonitoring: Measuring physiological/neurological data like facial expressions, eye tracking, and brain activity to understand subconscious influences.
• Journey Mapping: Collaboratively mapping out each step in the customer journey to identify key interaction points.

The exact experience data sources used will depend on the type of business, industry, and specific customer experience being analyzed. It is advisable to use multiple sources to paint the most complete picture.

Making X-Data Actionable: Analysis

Collecting X-Data is just the first step. The real value comes from integrating and analyzing it alongside operational data to generate insights that drive tangible improvements to the customer experience. This often requires advanced analytical capabilities, such as:

• Text Analytics – Much of experience data comes in the form of unstructured text feedback from sources like reviews, surveys, chatbots and social media. Text analytics uses natural language processing (NLP) to extract insights from this data at scale. Sentiment analysis reveals attitudes and emotions. Topic modeling identifies key themes and pain points. Intent analysis classifies the goals behind customer comments.
• Journey Visualization – Customer journey mapping and visualization tools stitch together experience data from across touchpoints into visual storyboards and diagrams. This lets you view the customer’s experience holistically and pinpoint areas of friction or delight along their journey.

• Sentiment Analysis—Since X-Data encompasses experience data, particularly focusing on customers’ thoughts, feelings, and emotions, sentiment Analysis plays a crucial role in X-Data by examining customer feedback to determine the overall tone, whether it is positive, negative, or neutral.

• Predictive Analytics – With X-Data and operational data combined, machine learning can be used to build predictive models of customer behavior, sentiment and churn risk. These insights can anticipate future customer actions and experiences.
• Real-Time Analysis – Streaming analytics and dashboards provide a live pulse on customer feedback, issues, and experience metrics as they happen. This enables proactive service recovery and experience optimization.

None of these analytical techniques exist in a vacuum. The real power comes from combining multiple approaches – such as sentiment analysis with journey mapping or predictive modeling. With the right experience analytics strategy, X-Data transforms from raw signals into a deep understanding of customer truths that can drive real business impact.

Challenges and Considerations

While X-Data offers rich rewards, there are also significant challenges to conquer:

• Data Volume and Variety – Experience data comes in many forms – quantitative and qualitative, structured and unstructured. Consolidating and making sense of large, disparate X-Data sets is a big hurdle. Having a unified data platform and governance strategy is critical.
• Data Recency and Quality Experience – insights are only as good as the data fueling them. X-Data must be timely and accurately reflect current customer realities. Robust data collection processes and validation are musts.
• Data Privacy and Security – Much of X-Data contains personal and sensitive customer information. There are regulatory and ethical considerations around properly anonymizing, securing and permissioning this data.
• Integration Barriers – X-Data provides the most value when integrated with other operational data sources. But integrating across multiple data siloes and legacy systems is no easy task. Overcoming technological and process barriers is crucial.
• Analysis Complexity – Advanced analytical techniques like predictive modeling, NLP and real-time streaming analysis require specialized expertise and robust technology.

Despite the challenges, getting X-Data right allows businesses to finally become customer-obsessed and experience-driven in a way that creates sustainable competitive advantages. With the right strategy and perseverance, the payoffs can be massive.

The Bottomline

With the right experience data strategy, businesses can finally fully understand their customers’ perspectives and use those powerful insights to design optimized customer-centric experiences. GeoPoll is at the forefront of helping our clients properly collect and leverage experience data to make impactful business decisions. We have the tools, expertise, and experience to help you understand your customers. Contact us today to learn more about our innovative experience data solutions.

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This comprehensive study offers a deep dive into the operational realities, challenges, and aspirations of African MSMEs, providing crucial insights to support the growth and success of this pivotal sector. As the third iteration of the survey, we can now analyze emerging trends and changes over time while also introducing new themes, such as the impact of AI and the potential of the African Continental Free Trade Area (AfCFTA).

The Africa MSME Pulse 2024 covers Ethiopia, Kenya, Nigeria, and South Africa and paints a picture of the MSME landscape, highlighting both progress and persistent hurdles.

Key Insights:

• Business Environment in Flux: After a period of recovery from the COVID-19 pandemic, the business environment has taken a turn for the worse, with 65% of MSMEs reporting a deterioration compared to the previous year. Inflation (68%), volatile exchange rates (41%), and political uncertainty (39%) are cited as the primary drivers of this relapse.
• Employment Trends: The survey found that 40% of MSMEs have had to lay off staff in the last two years, and 40% are unlikely to hire in the near future.
• Digital Transformation: There has been a remarkable increase in the adoption of digital tools, with 65.45% of MSMEs reporting a heightened reliance on technology and online platforms. Investments in AI (29.61%) and website development (50.39%) are high on the agenda.
• Marketing Channels: Social media (67%) and search engines (32%) rank online marketing at the top of most MSMEs’ marketing efforts. Most businesses run online marketing in-house, although agencies are resurging from the previous year. Over 60% anticipate increased digital marketing spending in the next 12 months.
• Financing Dynamics and Market Expansion: While most MSMEs continue to rely on self-financing, there is a notable shift towards formal financing, with bank loans nearly doubling from 14% in 2023 to 28.5% in 2024. Yet, 31.2% of MSMEs have experienced loan denials.
• Continental Expansion: Under the AfCFTA, 24.68% of MSMEs are actively pursuing intra-African expansion, but challenges such as lack of market information (44.94%) and access to capital (43.64%) persist.
• Educational Needs and Skill Gaps: MSMEs express a strong desire to enhance their skills, particularly in technology solutions (55.06%), digital marketing (54.03%), and accessing financing (49.35%).

Download the Full Report

The Africa MSME Pulse 2024 Survey Report is more than just a collection of data — it is a roadmap for understanding and supporting the growth of MSMEs in Africa. By downloading the full report, you will gain access to:

• Detailed analyses of the trends and challenges affecting MSMEs
• Insightful breakdowns of digital adoption, financing trends, and market expansion opportunities
• Actionable recommendations for businesses and policymakers to harness the full potential of MSMEs

Fill out the form below to receive the report in your email.

Contact GeoPoll or Africa 118 to learn more about the study and our capabilities.

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Key Findings Summary

Highlights from the survey include the following:

• The Prevalence of Mobile Gaming: The survey reveals a significant tilt towards mobile gaming, with an astounding 92% of respondents playing games on their mobile phones. This preference is driven by increasing smartphone penetration and the Android platform’s dominance, with 92% of respondents having downloaded games from the Google Play Store.
• Engagement: Gaming serves as a primary source of entertainment, relaxation, and a remedy for boredom for the majority of gamers, with 73% playing for fun and 64% for stress relief.
• Expenditure: Financial investment in gaming is noteworthy, with 63% of gamers having made a purchase related to gaming. The amount spent varies, with 29% spending between $2 to $5 monthly, illustrating a willing but cost-conscious gamer base.
• Navigating the Barriers: The report also identifies barriers to gaming purchases, with 47% preferring free games and 44% citing a lack of funds. The cost-related challenges extend beyond purchases, as gamers list the cost of data bundles (42%) and expensive gaming hardware (31%) among their top challenges.
• A Call for Cultural Representation: Over half of the respondents value cultural relevance in games, and a substantial 44% feel there are not enough games with characters that look like them or environments similar to their life, signaling an untapped market for local content creation.
• In-Game Advertising Insights: Despite mixed feelings about ads in games, a surprising 63% have made a purchase after seeing an ad in a game. This suggests that while ads may be met with some resistance, they remain a potent tool for engagement and monetization within the gaming ecosystem.
• The Local Gaming Scene: A striking 56% of respondents are unaware of any games made in Africa, highlighting a significant gap in visibility and market penetration for local developers. However, there is a growing interest in supporting local talent, with varied sentiments across countries regarding the importance of local games.

GeoPoll’s Gaming in Africa survey paints a picture of a vibrant gaming community that is ripe for growth, faced with unique challenges but also teeming with opportunities. The high engagement levels, coupled with a demand for more locally relevant content, underscore the potential for developers and investors to cultivate a thriving gaming industry in Africa.

Download the FREE Report

To gain deeper insights into the evolving gaming trends and to explore the opportunities lying within Africa’s gaming landscape, download the full report.

About this Survey

This study was implemented using GeoPoll’s mobile web research platform. Mobile web is a link-based survey mode that can be taken on a very basic mobile phone browser. In this study, respondents received an initial text message with a link directing them to a webpage to opt-in and complete the survey.

Contact GeoPoll today to learn more about this study and our capabilities.

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What are User and Attitude Studies?

User and Attitude Studies are market research studies designed to deep dive into the minds of your target audience. Traditional market research often focuses on demographics – age, income, location. While this data holds value, UAS delves beyond the surface, uncovering the psychological drivers behind consumer behavior. Through a combination of quantitative and qualitative methods like surveys, focus groups, and in-depth interviews, UAS helps you gain insights into:

• Brand Perception: How do consumers perceive your brand compared to competitors? What are the emotional associations they have with your brand identity?
• Product & Service Attitudes: What are the underlying needs and desires that your products and services address? What are the pain points you can alleviate or the aspirations you can fulfill?
• Decision-Making Processes: What factors influence purchasing decisions for your target audience? What are the conscious and subconscious motivations that drive them to choose you?

Why are User and Attitude Studies Important?

UAS provides a treasure trove of benefits for marketing leaders seeking to maximize marketing ROI and cultivate lasting customer relationships:

• Data-Driven Marketing: Move beyond assumptions and intuition. UAS provides concrete data to inform strategic decision-making across the marketing funnel.
• Customer-Centric Innovation: Develop products and services that truly resonate with your target audience. Identify unmet needs and innovate solutions that address them directly.
• Competitive Differentiation: Uncover unique insights into user motivations to outmaneuver competitors and establish a strong market position.
• Targeted Communication: Craft messaging that speaks directly to the aspirations and concerns of your target audience. Use targeted communication channels to increase engagement and conversion rates.
• Brand Loyalty: By understanding customer psychology, you can build stronger emotional connections that foster brand loyalty and advocacy.
• Cost efficiency: Optimize your campaigns for maximum ROI and customer satisfaction. 

GeoPoll’s Approach to User and Attitude Studies

At GeoPoll, we understand the unique challenges of conducting research in emerging markets. Our team of regional experts combines cutting-edge mobile technology with robust research methodologies to deliver:

• Actionable insights: Get clear, concise data that informs strategic decision-making.
• Real-time results: Gain insights quickly to adapt to rapidly changing market trends.
• Global reach: Access a diverse range of user perspectives across Africa, Asia, and Latin America.

Our UAS solutions include:

• User and Attitude Insights: Gain a deep understanding of user attitudes, perceptions, and behaviors.
• Behavioral Studies: Uncover the motivations and behaviors that drive user actions.
• Brand Perception: Understand how your audience perceives your brand and products.
• Customized Studies: Tailor our research solutions to meet the specific needs of your business.

The Bottom Line

Investing in User and Attitude Studies gives you the power to transform your marketing strategy from assumption-driven to customer-centric. GeoPoll can be your partner in unlocking these valuable insights and propelling your brand towards long-term success. Contact GeoPoll today to learn more about how User and Attitude Studies can benefit your business.

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