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.

Climate change is one of the most pressing challenges facing Africa today, with its impacts already being felt across the continent. From rising temperatures and unpredictable rainfall patterns to more frequent and severe droughts and floods, climate change threatens the livelihoods of millions of Africans, particularly those in vulnerable communities. As climate-related disruptions continue to exacerbate food insecurity, water scarcity, and health risks, it becomes crucial to understand how Africans perceive these changes and their readiness to adapt.

GeoPoll Climate Change Perception among Africans

At around the same time, nations were starting negotiations about Climate Change action at COP 29 in Baku; GeoPoll was wrapping up data collection for nationwide surveys in Ghana and Uganda to understand public attitudes, perceptions, and behaviors around climate change.

As Africa takes center stage in the climate change conversation, this survey provides valuable cross-sectional information to help policymakers, and organizations better address these challenges and foster resilience. 

Summary

• 93% of the respondents have heard about climate change.
• Social Media (72%) and Television (62%) are the leading source of information for climate change.
• Droughts and water shortage (72%) and Food insecurity due to reduced agricultural yields (58%) are the most significant potential impact of climate change in Africa.
• Extreme heat (40%) and floods (24%) are the most significant potential impacts of climate change on Africa.
• Some people believe that climate change is caused by human activities (78%), while others believe it is a natural process (19%).
• Governments (50%) are the most responsible for addressing climate change in Africa
• Planting trees or participating in environmental initiatives (70%), Reducing waste and recycling (64%) are the top actions to reduce your impact on the environment.

Demographic Overview

The survey collected responses from a diverse group of young Ghanaians and Ugandans. Most respondents were aged 25-34 (50%), with 79% male and 21% female. Most had college degrees (45%).

Key Findings 

Climate Change Awareness

A majority of the respondents 93% agree to be aware of Climate Change affecting the world. 82% stated that they have good understanding of matters climate change.

Source of Information

The top sources of climate change information highlight the blend of digital and traditional channels shaping public awareness. Leading the way, 72% of people turn to social media, which offers rapid access to news, trends, and activist content. Television follows at 62%, delivering a wide reach with news segments and documentaries, while radio, trusted and accessible, informs 45% of people, especially in areas with limited internet access. Newspapers remain a go-to for 33%, indicating a continued appetite for in-depth coverage. Additionally, government campaigns engage 26% of respondents, and friends and family discussions influence 23%, revealing the role of personal connections in spreading awareness about climate issues.

Effects of Climate Change in Africa

When asked if climate change has impacted Africa, a resounding 71% of respondents agree that the effects are significant. Among these, drought and water scarcity stand out as the most visible impact, noted by 72% of respondents. Following closely, 59% highlight food insecurity linked to declining agricultural yields, while 55% point to extreme weather events reshaping communities and landscapes. Economic hardships, cited by 40%, and health issues, noted by 39%, also underscore the sweeping impact on daily life. Other critical concerns include loss of biodiversity and wildlife (34%), rising sea levels and coastal erosion (31%), and even migration from uninhabitable areas (8%), painting a vivid picture of the challenges climate change poses across the continent.

Personal Experience with Climate Change

The study aimed to illustrate the various ways in which individuals’ lives have been impacted by climate change. A significant 66% of respondents indicated that they feel personally affected by this global issue.

Among the specific effects reported, extreme heat emerged as a major concern, with 40% of participants citing it as a significant impact on their daily lives. Additionally, 24% of respondents reported experiencing the adverse effects of flooding, which has disrupted their communities and infrastructure. Food shortages were acknowledged by 20% of those surveyed, highlighting the challenges of maintaining food security in the face of changing climate conditions. Lastly, 12% of respondents expressed concerns about water scarcity, indicating a growing struggle to access this essential resource.

Overall, the findings reveal the tangible and pressing challenges that climate change presents to individuals and communities alike.

Climate change is caused by human activities

When surveyed, some individuals think that human actions are responsible for climate change, while others argue that it is a natural phenomenon or that it doesn’t exist at all. A significant majority, 78%, believe that human activities are the primary cause of climate change. Conversely, 19% deny that climate change is a result of a natural cycle and attribute it to human actions. Meanwhile, 3% are uncertain and require additional information, and 1% do not accept that climate change is occurring.

Action taken by communities

• Reforestation/Tree Planting – The survey indicates that 53% of respondents are actively engaged in tree planting initiatives and are encouraging community members to participate in these efforts. This collective action is aimed at addressing climate change effectively.
• Education and awareness campaigns – 20% are engaged in educational programs and awareness initiatives related to climate change. As social media emerges as the primary source for information, policymakers, NGOs, and organizations have a greater opportunity to utilize these platforms for disseminating climate change information.
• Water conservation measures – 8% of the respondents are taking water conservation measures in order to curb climate change.
• Renewable energy adaptation (8%) – By leveraging solar, wind, hydropower, and other renewable sources, African nations are diversifying their energy mix, reducing dependence on fossil fuels, and enhancing energy security.
• Waste reduction and recycling (6%) – According to StopWaste, waste prevention and recycling are important practices to reduce greenhouse gas emissions-which are the cause of climate change.

Climate Change Urgency

66% of those surveyed indicate that Climate change needs urgent attention in Africa. For many, the urgency stems from witnessing firsthand the effects of extreme weather patterns, dwindling water resources, and the disruption of livelihoods dependent on agriculture and natural ecosystems.

Furthermore, a notable 89% of participants indicate a desire to expand their knowledge about climate change, demonstrating a broad enthusiasm to grasp the issue and its effects on their lives and communities. This willingness to learn expresses the increasing awareness of climate-related challenges and the understanding that informed people can effect change, whether by adopting sustainable practices or advocating for policy reforms. The inclination to acquire more knowledge also signifies a preparedness to accept new insights, tools, and skills that can assist in both adapting to and addressing climate change.

Methodology/About this Survey 

This Exclusive Survey was run via the GeoPoll mobile application between 2nd October and 12th of November 2024 in Ghana and Uganda. The sample size was 630, composed of random app users between 18 and 45. Since the survey was randomly distributed, the results are slightly skewed towards younger respondents.

Please get in touch with us to get more details about exclusive GeoPoll surveys, conduct a scientific study of climate change, or other topics in Africa, Asia, and Latin America.

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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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The opening remarks were given by Gina Din-Kariuki, Chairperson of Brand Leadership Group and Founder & Chairperson of Gina Din Group, along with H.E. Peter Maddens, Ambassador of Belgium. Both speakers emphasized the significance of local brands in influencing the future of Kenya and the world. 

The Master of Ceremony, Thebe Ikalafeng, who is the Founder and Chairman of Brand Africa, shared insights about the Brand Africa 100 journey. He discussed how different countries across Africa perceive their brands. Later, he invited GeoPoll’s Senior Manager of Marketing and Outreach, Frankline Kibuacha, and Daniel Osema, MD of Kantar East Africa, to the stage. They shared details about the extensive surveys, which involved over 300,000 data points from more than 30 African countries. 

Key Data Points 

• 30+ countries in all 5 regions representing 80% of the continent’s population, collectively account for 85% of Africa’s GDP 

• 15000+ individuals over 18 years old. 

• Over 300,000 brand mentions and 3,000 unique brands. 

• Between 2011 and 2021, on average, only 20% of the most admired brands in Africa are made in Africa. 

• Africans (64%) believe in Africa, but not loyal to African brands (14%) 

Kenya’s Most Admired Brands  

Most Admired Consumer, Non-cyclical Brands 

Most Admired Retail Brands 

Most Admired Personal Care Brands 

Most Admired Alcoholic Beverages Brands 

Most Admired Non-Alcoholic Beverages Brands 

Most Admired Telecommunications Brands 

Most Admired Electronics/Computers Brands 

Most Admired Auto-Manufacturers Brands 

Most Admired Sports and Fitness Brands 

Most Admired Technology Brands 

Most Admired Financial Services Brands 

Most Admired Media Brands 

Most Admired Doing Good for Society, Environment and People 

Outstanding Awards 

• Africa Brand Leadership Excellence Award 

Dr. Abbas Gullet, the Chief Executive Officer of Boma Panafrican Ltd, and former Secretary General of the Kenya Red Cross Society received the prestigious Africa Brand Leadership Excellence Award, acknowledging his exceptional contributions and impactful leadership across the continent. 

• Africa Brand Leadership Awards 

Absa Kenya and its CEO Abdi Mohamed won the prestigious 2024 Africa Brand Leadership Awards, recognized for excellence in brand building and leadership.

• Most Admired NGO/UN Doing Good for Society, Environment, and People Brand 

UNICEF Kenya received the Brand Africa award for the Most Admired NGO/UN Doing Good for Society, Environment, and People Brand in Kenya. They were recognized for their commitment to children’s rights and well-being across the country and beyond.    

The 2024 Brand Africa 

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, Zambian consumer group, Trade Kings, Nigerian telecommunications group, Glo, South African media group, DStv and Ethiopian Airlines retain their respective positions as the Top 5 most admired African brands spontaneously recalled. Get the full top 100 brands in Africa. 

“Brand admiration is the most desired state of a brand’s health. Building, strengthening and leveraging it is the most important objective of branding.” – Park, MacInnis and Eisingerich, Building a Business People Love 

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Mobile Penetration Rate in Ghana 

In 2024, mobile penetration in Ghana experienced significant growth. According to GSMA Intelligence, there were approximately 38.95 million mobile connections, representing 113% of the population. This suggests widespread use of multiple SIM cards, which is common in many African countries. 

Mobile Internet 

According to industry reports, mobile internet is playing a crucial role in connecting more Ghanaians to the digital world. By the beginning of 2024, around 70% of mobile connections in Ghana were broadband, ranging from 3G to 5G, up from 68% in the previous year. The number of mobile connections has consistently grown, reflecting an increasing adoption of mobile internet services. 

Nevertheless, like in other parts of the world, there are challenges. Many people within the reach of mobile broadband services do not use the internet. This highlights the need to focus on improving digital literacy and affordability to ensure that everyone in Ghana can benefit from connectivity. 

Mobile Money  

Since its introduction in 2009, mobile money has brought about a significant transformation in Ghana’s financial sector. Services like MTN Mobile Money, Vodafone Cash, and AirtelTigo Money have played a pivotal role in expanding financial inclusion and driving economic growth in the country.  

Notably, Ghana has emerged as a frontrunner in Africa with these platforms  empowering 23.4 millions of Ghanaians to access various financial services using just their mobile phones. From money transfers to bill payments, savings, and even obtaining loans, mobile money has revolutionized the way people manage their finances. This widespread adoption of mobile money has reduced dependency on cash, improved financial accessibility in rural areas, and provided small businesses with secure and hassle-free payment options. 

GeoPoll’s Mobile Research in Ghana 

GeoPoll’s robust database of survey respondents in Ghana is used to conduct research projects via mobile phones. Our direct connection with mobile network operators in Ghana allows us to send free mobile-based surveys for respondents to participate in and immediately provide respondents with the earned incentive the moment a questionnaire is completed. With over 7 million completed surveys and over 2 million respondents in Ghana, we run surveys via SMS, voice calls (CATI) in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. To learn more about our research capabilities in Ghana and beyond, contact us today. 

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The media giant shared that its coverage accumulated an astounding 23.5 billion minutes of stream time, a 40% surge compared to all prior summer and winter Games combined.

GeoPoll, in collaboration with mediaReach OMD, conducted a Pre-Olympics survey to assess public perceptions around the games. Drawing from the report, GeoPoll carried out a follow-up review of the most popular events during the 2024 Paris Olympics, focusing on Kenya’s viewership through the GeoPoll Audience Measurement service.

This analysis provided insights into which sports captured the attention of Kenyan audiences during the Games. The games were aired live on SuperSport and Kenya Broadcasting Channel (KBC)

1. Athletics-Men’s 800m Final

The Men’s 800m Final was the most-watched event with over 1.4 million Kenyans tuning in, and saw Kenya’s Emmanuel Wanyonyi finishing first.

At the age of 20, Wanyonyi became the youngest ever winner of the event in Olympic history, leading a race of unprecedented depth. With his winning time of 1:41.19, Wanyonyi became the third-fastest performer in history, behind only world record-holder David Rudisha and Wilson Kipketer.

2. Brazil vs USA 0-1: Women’s Football Final

The United States won the women’s football gold medal at the Paris Olympics with a 1-0 victory against Brazil on Saturday, August 10th. The match was live at 18:00 EAT and was viewed by millions across Kenya. 26-year-old forward Mallory Swanson’s second-half finish was enough to secure the Americans’ first Olympic gold since 2012 and their fifth overall.

3. Athletics – Men’s 200m Final

At the Paris 2024 Games on Thursday 8th 21.30EAT, Letsile Tebogo made history for Botswana by winning the country’s first Olympic gold medal in any sport. He secured the 200m title, holding off USA’s Kenny Bednarek and 100m champion Noah Lyles.

Tebogo used a record time of 19.46; this impressive time moves the 21-year-old to fifth on the world all-time list.

During the outstanding event, Tebogo was lined up in lane seven, with Bednarek to his right and Knighton, then Lyles, to his left. As they blasted out of the blocks and reached the curve, Tebogo was slightly ahead of his US rivals. He continued to pull away and had time to celebrate as he approached the finish line, looking up at the screen and then thumping his chest.

The event was popular among Kenyans, being the third most-watched event during the Paris 2024 Olympics with over 1.3 million viewers.

4. Athletics – Women’s 50000m Final

Kenya’s Beatrice Chebet won the gold medal in the women’s 5,000 meters race at the Olympics. She finished with a time of 14 minutes and 28.56 seconds. Faith Kipyegon, also from Kenya, initially got disqualified but then her silver medal was reinstated after a review. Sifan Hassan from the Netherlands won the silver with a time of 14:30.61, and Nadia Battocletti from Italy took home the bronze with a time of 14:31.64.

Chebet’s victory not only secured Kenya’s first medal at the Paris Olympics but also showcased her exceptional endurance and determination as she joyfully crossed the finish line.

World champion Faith Kipyegon initially secured second place with a time of 14:29.60 but faced disqualification following a collision with Ethiopian world record holder Gudaf Tsegay on the penultimate lap.

However, after a successful appeal by the Kenyan team, Kipyegon’s silver medal was reinstated, moving the Netherlands’ Sifan Hassan to the bronze-medal position and unfortunately knocking Italy’s Nadia Battocletti off the podium.

The heart-racing  event which was held on 5th August at 22.15EAT was the forth most watched Paris 2024 Olympics event.

5. Athletics – Men’s 100m Semi-Final

The athletics semi-finals on Sunday, August 4 were among the most-watched events during the Olympics. Many Kenyans watched the races in support of Ferdinand Omanyala, who participated in the 3rd heat and finished in 8th place, preventing him from advancing to the finals. USA’s Noah Lyles won the gold medal.

GeoPoll 2024 Paris Olympics Survey: Insights for Brands and Stakeholders

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.

Click here, to learn more about the pre-olympic games consumer report.

About GeoPoll Audience Measurement

The GeoPoll Audience Measurement service is a subscription product launched in several countries in 2014. Through a unique mobile-based methodology, GeoPoll provides accurate, up-to-date audience measurement data for various channels, which enables media houses, brands, and agencies to target their audiences and measure ROI of advertisements more accurately.

For more detail on GeoPoll Audience Measurement’s unique methodology and the update, contact us directly today.

The post GeoPoll Audience Measurement – Olympics 2024 Top Events Kenya Viewership appeared first on GeoPoll.

Mobile Penetration Rate in Tanzania

In 2024, mobile penetration in Tanzania significantly increased. According to Datareportal, there were 67.72 million mobile connections, which accounted for 99% of the total population. This marked a significant rise from the previous year when there were 57.42 million mobile connections, amounting to 86.4% of the population.

However, accurately assessing mobile penetration remains challenging in many countries due to the prevalence of multiple-SIM usage, as highlighted in the Mobile Phone and App Usage in Africa Survey.

Mobile Internet

According to GSMA, mobile internet is a powerful tool that is connecting more people to the internet than ever before. By the end of 2022, the number of people using mobile internet increased to 4.6 billion people (57% of the global population). However, the growth rate at which people adopt mobile internet has slowed in the last year, and significant digital divides persist. Yet, the increasing accessibility of mobile internet is a beacon of hope in bridging these divides.

Despite the benefits of connectivity, 38% of the global population is living within mobile broadband coverage but is not using it—the usage gap. This is a significant issue that needs to be addressed urgently. Furthermore, 5% are still not covered by mobile broadband—the coverage gap. These gaps underscore the importance of continued efforts to improve connectivity.

Industry reports show that Tanzania has experienced a significant increase in mobile internet adoption in recent years. As of February 2024, approximately 81% of mobile connections in Tanzania were broadband, ranging from 3G to 5G. This represents an increase from 60% in the previous year, indicating a continuing upward trend. In 2017, 39% of all mobile connections in the country were broadband. Overall, the number of mobile connections has also grown in Tanzania.

Mobile banking

In recent years, Tanzania has experienced significant growth in mobile money usage, revolutionizing how people conduct transactions throughout the country. According to the FinScope Tanzania 2023 report, mobile money adoption increased from 60% in 2017 to 72% in 2023. Tanzania is still trailing behind its regional neighbors in adopting mobile money. According to statistics, Tanzania is lagging behind East African countries like Kenya and Uganda in the use of mobile money for airtime purchases despite its growth potential.

In 2021, Kenya’s FinAccess reported that 50.7% of adults claimed to have used mobile money in the past 12 months to buy airtime. This is a significant increase from 33.9% in 2019. Similarly, Uganda has seen remarkable success in promoting mobile money adoption, especially in purchasing airtime. This success dates back to 2018 when the Ugandan government closed the scratch card regulation and introduced innovative initiatives to drive widespread usage.

GeoPoll’s Mobile Research in Tanzania

GeoPoll’s robust database of survey respondents in Tanzania is used to conduct research projects via mobile phones. Our direct connection with mobile network operators in Tanzania allows us to send free mobile-based surveys for respondents to participate in and immediately provide respondents with the earned incentive the moment a questionnaire is completed. We run surveys in  Tanzania via SMS; voice calls (CATI) in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. To learn more about our research capabilities in Tanzania and beyond, contact us today.

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This generation is viewed as tech-savvy, mobile-centric, and actively involved in creative and entrepreneurial pursuits, ranging from tech startups to artistic endeavours. They are vocal about political and social issues, often leveraging hashtags such as #RejectFinanceBill to advocate for change.   

Is this an accurate description of African Gen Z? 

Since the term “Millennial” was defined by market researchers, similar stereotypes have been applied to each generation. Millennials were often labeled as entitled and lazy, living with their parents, with these assumptions popularized by Joel Stein’s May 2013 Time magazine article. However, these oversimplified characterizations overlook the diverse realities of each generation. 

Just as the Baby Boomers were dubbed the “Me Decade” in the 1970s and Generation X was termed the “Video Generation” in the 1980s, Gen Z in Africa is often misunderstood. GeoPoll conducted a nationwide survey in Kenya among 1986 youth, of ages 18 to 27 aimed to clarify the true habits and preferences of this emerging generation. 

They do digital jobs since they are Tech savvy 

Despite Kenya’s significant technological advancement and the global shift towards remote work, the GeoPoll survey indicates that a majority of respondents, specifically 66.71%, are currently unemployed. Additionally, 19.38% of those surveyed are employed, while 13.46% own a small business. This data sheds light on the current employment landscape in Kenya despite advancements in technology and the growing trend of remote work.  

They are lazy and not ambitious 

While a significant portion of Gen Z in Kenya is experiencing unemployment, members of other generations often perceive them as lazy and lacking in ambition. However, when Gen Z respondents were asked to assess their ambition relative to that of other generations, the results painted a different picture. An overwhelming 82.87% of Gen Z respondents consider themselves ambitious. Furthermore, 11.85% believe they are somewhat more ambitious than previous generations, with only 3.48% expressing neutrality and a mere 3.22% viewing themselves as less ambitious. 

This highlights a striking disparity between generational perceptions and Gen Z’s self-assessment, underscoring their determination and drive in the face of economic challenges. 

Gen Z’s Belief in the Importance of Education 

Though previous generations have commonly emphasized the significance of education for future opportunities, Gen Z overwhelmingly shares this belief. The study reveals that 91.05% of Gen Z respondents consider education to be important, with an additional 7.92% believing it to be somewhat important. Only 3.35% of respondents do not view education as important. These statistics illustrate that, akin to their predecessors, Gen Z places great value on education as a crucial determinant of future success.

The Traditional and Cultural Values of Gen Z in Kenya and Africa 

Kenya, like much of Africa, is known for valuing traditions and preserving cultural heritage. However, there is a common perception that Gen Z lacks respect for these traditions and cultural practices. The survey opinions were divided; 27.62% of respondents believe that Gen Z does not highly regard traditions and cultural practices. 27.56% feel that Gen Z values these traditions very much. 22.34% remain neutral. 15.71% believe Gen Z somewhat values traditions and culture. 

These findings reveals the view of Gen Z’s relationship with tradition and culture, highlighting a significant portion of the generation that still values cultural practices, despite the prevailing perceptions.  

They are mobile-first with high phone usage 

Gen Z’s defining characteristic is their reliance on mobile technology. According to the GeoPoll survey, an overwhelming 96.26% of respondents agree that they rely on mobile phones for communication and daily activities. Additionally, 2.90% of respondents sometimes rely on technology for communication, while only 2% do not depend on it at all. 

This strong dependence on mobile technology demonstrates Gen Z’s mobile-first approach to interacting and engaging with the world around them. 

They are all the same across Africa 

According to AKI, Generation Z is currently the largest generation in Africa with 428,514,686 inhabitants making up 31.20% of the population. Among Kenyan Gen Z, opinions on contemporary sentiments are varied. A significant 36.06% strongly agree with these statements, while 35.35% agree. Meanwhile, 17.06% remain neutral, and 13.78% do not agree with these sentiments.   

They do not care about serious matters 

The idea that Gen Z is apathetic towards political and civic issues is a misconception. According to a GeoPoll survey, a significant 63.30% of respondents stated that they are very involved in politics and public affairs. Additionally, 21.57% reported being somewhat involved, while 9.79% remained neutral. Only 4.83% were somewhat uninvolved, and a mere 2.83% refrained from political engagement altogether. These findings highlight Gen Z’s strong interest and active participation in shaping their political and civic landscape. 

Gen Z is killing TV, Radio, and Print 

Despite the rise of social media, TV and radio remain dominant in Africa. Sub-Saharan consumers typically watch TV or listen to the radio daily. However, Gen Z’s approach to media is changing. A majority of Gen Z relay on social media for news and entertainment. A recent GeoPoll study shows that, 57% of people prefer social media for immediate and interactive content, especially younger people. TV comes next at 25%, showing that it still plays a significant role in delivering news and entertainment. Radio and news websites are tied at 7% each, catering to more specific and niche audiences.   

Leading the Charge on Sustainability 

According to the United Nations, The Sustainable Development Goals are a call for action by all countries – poor, rich and middle-income – to promote prosperity while protecting the planet. They recognize that ending poverty must go hand-in-hand with strategies that build economic growth and address a range of social needs including education, health, social protection, and job opportunities, while tackling climate change and environmental protection. 

In Kenya, a substantial 92.98% of Gen Z agree that their generation is more focused on sustainability compared to previous generations. Meanwhile, 5.86% remain neutral, and only 2.64% believe that older generations are more committed to sustainability than Gen Z.   

Key Attributes Gen Z Values in Brand Consumption 

When it comes to brand consumption, Gen Z places high importance on several key attributes: 

• Quality of Products/Services (81.71%): The most critical factor for Gen Z is the quality of the products or services offered. They prioritize durability, effectiveness, and overall excellence, ensuring that their purchases meet high standards. 

• Price and Affordability (56.99%): Close behind quality is the consideration of price and affordability. Gen Z seeks value for money, looking for brands that offer competitive pricing without compromising on quality. 

• Brand Reputation and Trust (41.85%): Reputation and trust play a significant role in their purchasing decisions. Gen Z is drawn to brands with positive reputations and those they can trust to deliver on their promises. 

• Customer Service Experience (41.34%): Finally, the customer service experience is crucial. Gen Z values responsive, helpful, and efficient customer support, reflecting their desire for a smooth and satisfying interaction with brands. 

These attributes reflect Gen Z’s comprehensive approach to brand loyalty, emphasizing not just the product itself but also the overall experience and value associated with their purchases. 

The rise of Gen Apha 

Generation Alpha, born between 2010 and 2024, is the first group to come of age entirely in the 21st century, surrounded by advanced technology from the start. Known for their natural understanding of digital tools, Gen Alpha is poised to become the most tech-savvy and interconnected generation yet. Growing up with access to AI, virtual reality, and the internet from an early age, they are expected to propel future advancements and reshape global trends. Their upbringing in an ultra-connected world is likely to impact their learning preferences, communication patterns, and consumer behaviors, heralding a significant change in societal dynamics.   

Methodology/About this Survey 

This Exclusive Survey was run via the GeoPoll mobile application between 17th – 23rd July 2024 in Kenya. The sample size was 1,986, composed of diverse sample including a gender composition of  57% male and 43% female, and an age group of 18-27.

To get more details or conduct a scientific study on the youth or other topics in Africa, Asia, and Latin America, please contact us. 

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Mobile Penetration Rate in DRC Congo 

In the late 1980s one of the pioneers of cellular telephone technology in Africa, Joe Gatt set up the first mobile phone network (Telecel) in what many would have considered among the least likely countries: Zaire, now known as the Democratic Republic of Congo. Telecel began with about 500 phones in Zaire, marking a transformative journey’s inception. By 2024 mobile penetration had soared remarkably. 

According to Datareportal, the Democratic Republic of Congo (DRC) registered 53.36 million mobile connections in 2024, constituting 51.4% of the total population, reflecting a 5.5% increase from the previous year. However, accurate assessments of mobile penetration remain challenging across many nations, owing to multiple-SIM usage, as highlighted in the Mobile Phone and App Usage in Africa Survey. 

Mobile Internet 

According to GSMA, mobile internet is connecting more people to the internet than ever before. By the end of 2022, the number of people using mobile internet increased to 4.6 billion people (57% of the global population). However, the growth rate at which people adopt mobile internet has slowed in the last year, and significant digital divides persist.  

Despite the benefits of connectivity, 38% of the global population is living within mobile broadband coverage but is not using it—the usage gap. Furthermore, 5% are still not covered by mobile broadband—the coverage gap. 

Industry reports that the Democratic Republic of Congo (DRC) has seen a remarkable increase in mobile internet adoption over the past few years, reflecting broader trends across African nations. In 2013, the DRC had just 1.4 million mobile internet subscribers among its population of 75.6 million. 

Looking ahead, there were 28.31 million internet users in the Democratic Republic of the Congo (DRC) at the start of 2024, when internet penetration stood at 27.2% 

GeoPoll’s Mobile Research in Congo 

Back in 2010, GeoPoll’s very first mobile research project – and the largest-ever SMS survey ever – in the DRC targeting 4 million respondents and achieving over 1.2 million responses. Since then, GeoPoll has amassed unrivaled expertise in conducting mobile-based research in the DRC and across Africa with research via SMS, voice calls (CATI or IVR), in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. 

To learn more about our research capabilities in DRC Congo and beyond, contact us today. 

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Smartphones have evolved beyond their original communication function to become adaptable learning, business, and leisure instruments. This extensive usage, reaching from cities to remote communities, has linked people across great distances and ignited creativity in financial services, healthcare, and farming, thus advancing socioeconomic progress.  

As Kenya continues to lead the way in Africa’s digital revolution the interdependent connection between technological progress and the widespread use of smartphones will accelerate additional advancement. This path is positioned to enable communities, promote comprehensive growth, and create new growth opportunities. 

The Mobile Penetration Rate in Kenya 

By gathering information from various sources, we can estimate the standard of mobile phones in Kenya and predict their widespread expansion. Mobile phones, especially smartphones, are everywhere in Kenya, from cities to rural areas. They’re not just for calls—they’re used for everything from buying goods to getting information.  

Experts predict that more individuals will acquire mobile phones due to their growing affordability and initiatives to enhance internet connectivity and digital literacy. Consequently, Kenya is moving towards a future where more of the population will have access to mobile phones, opening up new possibilities for development and advancement. 

GSMA Intelligence data indicates that Kenya had 66.04 million cellular mobile connections at the beginning of 2024. 

It’s essential to remember that many individuals globally utilize multiple mobile connections. For instance, they may have one connection for personal purposes and another for work-related use. Therefore, it’s common for the number of mobile connections to surpass the total population figures. 

In January 2024, GSMA Intelligence reported that the number of mobile connections in Kenya exceeded the total population by 118.7 percent.  

Between the beginning of 2023 and the beginning of 2024, the number of mobile connections in Kenya rose by 1.8 million, marking a 2.8 percent increase. 

According to the Communications Authority of Kenya, prepaid plans continue to dominate the market, representing 65,492,294 out of 66,745,709 subscriptions, leaving only 1,253,415 for postpaid plans.  

Safaricom is Kenya’s leading mobile subscription provider, with a substantial 44,013,156 users, making it the largest operator by a significant margin. Airtel closely follows with 19,387,460 subscribers, while Telkom lags with 1,343,276 users. 

Mobile subscription per operator by CAA 

Mobile Money Usage in Kenya 

Mobile money platforms have become the preferred option for Kenyan citizens due to their speed and cost efficiency. They provide a convenient and adaptable financial solution.  

The Communications Authority reported that as of December 30th, 2023, mobile money subscriptions had decreased to 38 million, resulting in a penetration rate of 75.1%. This decline is attributed to a reduction in the number of mobile (SIM) subscriptions.  

Furthermore, the report highlights that the mobile money penetration rate, which indicates the proportion of people using these services, started at 78.2% in December 2022, gradually declining over the year before stabilizing around 75.1% from June 2023 onwards. 

Social Media Usage 

GeoPoll recently released a report on social media usage in Africa, revealing rapid growth due to mobile accessibility and a youthful population. Platforms like Facebook’s dominance reflects their function as communication tools, sources of news, and hubs for entertainment. 

In Kenya, the top social media platform is Facebook, which 82% of respondents prefer. TikTok comes next, capturing the interest of 62% of participants, while Instagram follows closely behind with 57%. Twitter holds a strong position, with 52% of respondents favoring it, and LinkedIn, while somewhat less popular, still maintains a notable presence, with 28% of respondents indicating their preference for the platform. 

These figures highlight the lively social media scene in Kenya. Facebook leads in user preference, with other popular platforms like TikTok, Instagram, Twitter, and LinkedIn following closely behind. These platforms cater to various interests and demographics, creating a lively and interactive digital space. 

Learn more: 

GeoPoll, with its main office in Nairobi, utilizes the increasing influence of mobile technology to carry out surveys across Kenya and sub-Saharan Africa. We engage individuals on their mobile devices through SMS surveys, voice calls, and web-based approaches. Additionally, we conduct face-to-face surveys using mobile devices to reach those who do not have access to their phones. If you want more details about our mobile methodologies, please contact us. 

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