Drawing experience from the GeoPoll Audience Measurement service which has been powering important decisions for media houses, brands, and agencies around the world for close to a decade, the Kenya Establishment survey provides some of the most comprehensive media insights in Kenya yet.

2015 vs 2022: The media landscape has changed immensely

This is the first establishment survey since the media establishment survey in 2015 during the Analogue to Digital Broadcasting Migration.

This year’s establishment survey is different in many ways. Since the digital migration, there has been a steep rise in the number of new local television stations offering niche content, either by genre, demographic target audience, or language. Television viewership today is largely accessed via Pay Television set-top boxes, despite the availability of free-to-air set-top boxes, which has also contributed to an increased viewership of foreign stations.

The fragmentation of media at a regional level also means the need to understand media habits at sub-regional levels is imperative for any media decisions.

The most significant change, though, has been the way we consume media. The rise of the smartphone has revolutionized how people access and interact with media, such as listening to the radio, watching television, accessing the internet, streaming video, listening to music, reading print media, and more.

Because the mobile phone is an on-the-go device with a diverse range of offerings, there is increased access to media and, importantly, competition for attention. For example, people watch TV while using their phones, and smartphones command eyeballs that may have otherwise viewed Out of Home advertisements such as billboards.

The Kenya Establishment survey 2022, therefore, delves into penetration beyond only traditional media. We have looked at TV, radio, and print (newspapers and magazines), as well as the mobile phone, the internet, subscribed video on demand (SVOD), pay TV, social media, messaging apps, free online videos, podcasts, and streamed music.

Beyond the media: other topics covered

While conducting the establishment survey, we took the opportunity to interview respondents on topics such as financial services (savings, mobile banking, loans, banking, insurance, pension, and digital currencies), e-Commerce, and gambling. We also looked at consumer purchasing habits for soft drinks, milk products, personal care, and washing powder, making this study one of the most comprehensive in understanding Kenya through media and day-to-day activities.

Methodology

In conducting the Kenya Establishment Survey, GeoPoll targeted 4,581 respondents through in-person interviews by trained interviewers using the GeoPoll CAPI Application.

The sampling frame was drawn from the KNBS 2019 National Census data, guiding the selection of sampling units, sampling implementation, sampling documentation, and sampling weighting.

The sample was proportionately distributed by gender, age, standards of living (SEM), setting (urban vs. rural), personal income, education level, occupation, household profile, and marital status.

The sampling design covered all 47 counties with the number of interviews spread by the population size of each county. To ensure a representative geographical distribution and to cater to media channels with lower penetration, we proportionately covered the entire country to the sub-county level.

The sampling and data collection methodology we incorporated significantly increased the scientific representativeness of the study to boost our quest to produce the most comprehensive media insights in the country.

Get the Kenya Establishment Survey Report

The Kenya Establishment Survey report is available in several formats, including:

• a topline report which gives a summary of the findings,
• a detailed Microsoft Power BI dashboard with all the data filterable by question, demographics and locations, and
• custom reports tailored to your needs in terms of insights and format.

Talk to us to learn more about the Kenya Establishment Survey and discuss the best report for your needs or fill out the form below to request more information.

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About GeoPoll Audience Measurement

The GeoPoll Audience Measurement service began in 2014 and is widely acclaimed for its unique mobile-based methodology, which provides next-day audience measurement data for TV, radio, and print from multiple emerging markets in Africa, the Middle East, and the Caribbean; enabling media houses, brands, and agencies to more accurately target their audiences and measure ROI of advertisements.

Key Statistics on GeoPoll Media Audience Measurement over the years (up to July 2022):

• 25,290,705 completed surveys across various markets via 273,562,206 messages via Mobile SMS and App.
• In Kenya alone, we have completed 7,138,751 through 73,484,885 messages via Mobile SMS and App.
• In that same period, GeoPoll recorded 18,497,004 station responses for different stations (TV, Radio and Print).

GeoPoll Media Audience Measurement is improving to broaden the channels covered and deliver deeper insights in line with the changing times. Talk to sales to understand what’s changing.

The post The GeoPoll Kenya Establishment Survey 2022 Report appeared first on GeoPoll.

In March, GeoPoll ran a comprehensive study on consumer behavior and purchasing decisions in Kenya’s FMCG space. As this study occurred before the pandemic spread widely, we decided to utilize that data for a comparison study of the FMCG space and how it has changed during COVID-19. So, we ran the same questionnaire again and analyzed the differences in reported purchase decisions. This report will outline what was found, like an increased influence placed on the quality of disinfectants and more people making purchases based on convenience.

Methodology

This report will compare results from two rounds of survey research that were conducted in Kenya. Both the first round and second round of the study were conducted via mobile web and the questionnaires were identical. Round one of the studies ran from March 10^th to March 16^th, meaning the results reflect purchasing behavior before COVID-19 related stay at home guidelines were enacted by the Government of Kenya. As such, the results from round one will serve as a baseline for purchasing decisions on FMCG products in Kenya before the coronavirus pandemic. The second round ran from October 3^rd through October 6^th and the results from this round will reflect the changes in purchasing behavior of FMCG products due to the coronavirus pandemic.

Both round one and two had 400 respondents located in the following urban centers throughout Kenya: Mombasa, Nairobi, Nakuru, Nyeri, Kiambu, Kisumu, Machakos, Meru, Uasin Gishu, Bungoma, Homa Bay, Kilifi, Vihiga. The gender split was 50% male and 50% female in the first round and 51% male and 49% female in the second round. There were 33% of respondents in each of the following age groups for the first round, 18-24, 25-34, 35+. In the second round, 18% of respondents were 18-24, 42% of respondents were 25-34, and 31% of respondents were over 35.

Most Frequently Purchased FMCG Products in Kenya

Both of the questionnaires began with a list of over 30 FMCG products that fall into seven categories: dental hygiene, soap, hair care, cleaning, beauty, food, and beverages. Respondents were asked to indicate whether or not they had purchased each of the items listed within the past 30 days. The table included above shows the top 10 most purchased items from each of the studies.

The top two most purchased items were toothpaste and bread in both rounds of the study and the percentages did not fluctuate more than 2% each. Although the percentage of respondents that purchased laundry soap within the 30 days preceding the survey remained the same, laundry soap dipped from 3^rd place to 5^th place from pre- to post-COVID. Converse ranking changes occurred for meat purchases from the first to the second round, although meat purchases were made 9% more in the post-COVID round than in the pre-COVID round. Also notable is the increased purchases of grains and beans, which replaced toothbrushes on the top 10 list.

Factors Influencing Purchase Decisions of FMCG Products in Kenya

In past studies on Kenyan consumer behavior, it has been found that consumers are price-aware and brand loyal, yet tend to justify paying higher prices in exchange for quality products. The data collected in both rounds of these studies generally reflect such findings.

Overall, the results of the studies showed that quality was by far the key driver of FMCG purchases. In every product category other than beverages, quality influenced purchases at least 20% more than any other factor in both rounds. When comparing the studies against one another, there was even a slight increase in the role that quality played in the purchases reported in round two, which indicates that quality plays an even more important role in FMCG purchasing decisions in a post-COVID era than the pre-COVID era.

Considering the charts above, the most important factors that influenced purchasing decisions from round one to round two were minimal; however, when the results are looked at by item individually rather than by category, there are some interesting insights about how COVID has changed consumer’s buying behavior.

Within the cleaning category, disinfectant cleaner and floor cleaner had somewhat opposite changes from before the pandemic to after the pandemic. Disinfectant cleaner purchases were driven 5% more by quality after the pandemic than before, while floor cleaner purchases were driven 2% less by quality, 5% less by brand, and 10% more by price. These changes are likely due to the pandemic and consumer’s general concern about killing the coronavirus.

Although the differences were rather small, similar differences in key influences of purchasing decisions before verses after the pandemic began were seen for other products as well. For example, the influence of price increased for non-essential FMCG items, like window cleaner, hair oils, and mouthwash, while the influence of quality increased for health-related items like produce, meat, and disinfectant cleaner. Interestingly, the influence of quality did not increase for one of the most essential items during the COVID pandemic: hand soap. The largest change seen for hand soap was an increase in the influence convenience had on purchases, which is likely due to consumers needing to purchase more frequently than usual due to diligent hand washing practices for virus prevention.

Key Takeaways: GeoPoll Research Solutions for the FMCG Space in Kenya

GeoPoll’s mobile research solutions are a flexible resource for gathering insights on consumer behavior. Data-driven decision making is crucial when adapting to a rapidly changing market, like the market during the ever-evolving coronavirus pandemic. For more information on how GeoPoll can gather valuable data for your team, contact us today.

The post Drivers of FMCG Purchase Decisions in Kenya Before and During COVID-19 appeared first on GeoPoll.

The rise of the internet age has revolutionized many spheres of business, including how marketing is done. While traditional marketing channels are still important to many businesses, it is digital marketing spend that has been growing over the last decade.

One of the areas of marketing that has risen from obscurity to the top of any marketing strategy in just the last decade has been influencer marketing. Many businesses of all sizes are now engaging online influencers to push their product and brand awareness among target audiences. A 2019 Social Publi study found that 93% of marketers have used Influencer Marketing and over half of those regularly allocate at least ten percent of their budget to the channel. As a result, influencer marketing has now become a multi-billion dollar industry.

Influencer marketing in itself is not new. It has, however, completely changed from the idea of traditional endorsements by celebrities and sports stars into a modern-day content-driven marketing campaign driven primarily by online influencers who build their brand primarily through social networks. An online influencer is an individual who has established credibility in a specific area, such as fashion or travel, and created an audience who they can persuade by virtue of their authenticity. In many cases, influencers profit through promoting products to their audiences through various online channels.

Influencers in Kenya and Nigeria

To understand the impact of influencers on consumers and their role within a full marketing strategy, GeoPoll conducted a dipstick survey through our mobile application in two of Africa’s most active countries online, Kenya and Nigeria. The study was conducted with over 2,000 respondents in the last week of July 2020.

Here are some of the key findings from the survey:

• Facebook is the most preferred social network and is the channel where most followers keep up with their favorite influencers in Kenya and Nigeria, followed by Instagram.
• Lifestyle, fashion, and technology influencers are the most popular categories of influencers followed.
• Product reviews and live videos are the most engaging types of content by influencers.
• More consumers trust influencers than they trust brand messages; 53% say they trust influencers over brands themselves.
• Journalists and industry experts are the most trusted types of influencers.
• A large majority (80%) of the consumers in Kenya and Nigeria say they have bought products following influencer recommendations.

Full analysis and more detailed breakdown of results, including a list of the top 15 mentioned influencers in Kenya and Nigeria, are available in this free report.

To conduct your own study with GeoPoll’s global panel of respondents and multi-modal research platform, which enables research through SMS, CATI voice calls, mobile application, and mobile web, please contact us today.

The post Influencer Marketing in Kenya and Nigeria appeared first on GeoPoll.

The economic impact of COVID-19 is being felt globally, but economies classified as ‘emerging’ and ‘developing’ by the World Bank, which includes those in sub-Saharan Africa, Asia, and Latin America, are likely to be hardest hit. The combination of largely informal workforces, a decrease in export demand, and existing economic instability is expected to result in an outsize impact in countries such as South Africa, Brazil, and Indonesia.

In sub-Saharan Africa, it has been predicted that coronavirus will result in the first recession in that region for 25 years. Most countries in the region have not yet experienced their peak in COVID-19 cases, and it’s possible that coronavirus-related measures and the related economic impacts will continue for some time.

Coronavirus’ Effect on the Economy, Employment and Income in sub-Saharan Africa

Despite these predictions, we don’t know yet how the economic impact of COVID-19 varies based on country, job type, income level, and other factors. In order to provide a more complete picture of the economic impact of COVID-19, GeoPoll has conducted a study in five countries in sub-Saharan Africa: Kenya, Nigeria, Cote D’Ivoire, Mozambique, and South Africa. The main areas of GeoPoll’s study are:

• Ability to work and income change since the outset of COVID-19
• Concern over expenses and the ability to pay for basic needs
• Usage of loans, savings, and income to pay for expenses
• The impact of COVID-19 on loans and mobile money services
• Receipt of aid and opinions of government priorities

The study was conducted by SMS from June – July 2020, with 500 respondents per country or 2,500 total, and a nationally representative sample by age, gender, and location. To download the full PDF report, a 16-page report including breakdowns and analysis by country, job type, income level, and more, please click below. You can also view the results in our interactive dashboard.

Data: COVID-19’s Economic Impact

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The post Report: Economic Impact of COVID-19 Across sub-Saharan Africa appeared first on GeoPoll.

It is estimated that up to 50% of the world’s adults are unbanked, unable to open traditional bank accounts due to a lack of access, or because banks do not see them as valuable customers. As a solution they have turned to mobile money, an industry which is quickly sweeping the developing world. By using basic text message technology these users are for the first time able to save money, withdraw cash from agents, and make transfers.

At GeoPoll we, like many others, are interested in learning more about this growing industry.  To gain understanding of who uses mobile money services and why, we conducted a pilot survey about mobile money and financial inclusion in three African markets: Nigeria, Ghana and Uganda. The survey ran simultaneously across all three markets on March 8^th, 2014, and respondents shared their voice about mobile money awareness, perception and access to financial services. This survey, part of a larger study GeoPoll is conducting on financial inclusion, had some interesting results; here’s what respondents had to say:

Demographics and Awareness of Mobile Money

Across all markets, youth respondents made up the majority of our sample. The pilot sample was as follows:  Ghana n=102, Nigeria n=100, Uganda n=125. The chart below describes the age distribution of all survey respondents by country.

Mobile money awareness is very high in Ghana compared to Nigeria and relatively high compared to Uganda. Mobile Money awareness among Nigerian respondents is at 58% and 82% among respondents in Uganda.

Additionally, more respondents from Uganda (71%) reported being aware of some merchants who accept mobile payments in their area. Merchants’ awareness among our survey respondents in Ghana is at 61% and 37% in Nigeria.

Access to Mobile Money agents vs. Access to Financial Institutions

61% of Survey respondents in Uganda reported having to travel less than 1 kilometer in order to reach a Mobile Money agent, while only 38% reported traveling the same distance to access a financial institution. In Ghana and Nigeria, having access to a Mobile Money agent or a financial institution is similar within 1 kilometer of respondents’ location.

According to survey results, Mobile Money use is higher in Uganda, with 47% of respondents use their mobile phone to send, receive, or save money. The chart below shows respondents who use Mobile Money (Yes) and those who don’t (No) by country:

It is interesting to see that 89% of Nigerian respondents perceive Mobile Money as a “very helpful” service, while its awareness and use are very low compared to other markets. 79% of respondents in Ghana and 88% in Uganda think that Mobile Money is very helpful. The same goes with satisfaction which is higher in Nigeria (84% of respondents who use Mobile Money are very satisfied), while it is at 76% in Ghana and 61% in Uganda. In addition to being satisfied with their Mobile Money provider, 89% of Nigerian respondents are very likely to recommend their Mobile Money provider to friends and family.

One surprising result was that in Ghana, 79% of respondents who use their mobile device to perform financial transactions also have or share a bank account at a financial institution, and similarly survey data shows that 63% of Mobile Money users are banked in Nigeria. In Uganda, where Mobile Money awareness and use is higher, only 36% of individuals surveyed indicated having a bank account.

Technology is a key factor to including more people in the financial ecosystem, especially in the developing world. Mobile phones are leapfrogging many hurdles to financial access by allowing subscribers to perform essential financial transactions using their cell phone at any time, and we are excited to learn more as mobile money evolves and becomes more prevalent.

The post Mobile Phones and Financial Inclusion in Three African Markets appeared first on GeoPoll.