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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In 2022, GeoPoll conducted a study on the Global costs of living, which was attributed to rising food and fuel prices, debt distress, and tightening financial conditions. In exploring various African markets and their array of everyday products, GeoPoll seeks to understand the crucial question: When faced with purchasing decisions, do consumers prioritize quality or quantity?  

GeoPoll conducted a survey in Ghana, Kenya, and Tanzania in March 2024 to sheds light on several consumer preferences, including: 

• Most purchased household items recently. 
• Factors that influence purchasing. 
• Shopping frequency. 
• Which is more important, quality or quantity? 
• Consumer purchase and satisfaction. 
• Purchasing regrets.  

Most purchased household items in the last 30 days. 

According to the survey results, the top three household items purchased by respondents are cooking oil, sugar, and vegetables. A significant majority, 7.21%, reported buying cooking oil in the past seven days, with sugar following closely at 6.75% and vegetables at 5.87%.

Ghana 

Bread topped the list of most purchased household items in Ghana with 7.35%. Following closely behind were water, accounting for 7.28%, and sugar, at 6.42%. 

Kenya 

In Kenya, cooking oil was the most purchased household item, with 7.29% of respondents, followed by  sugar (6.57%), and flour with 6.27%. 

Tanzania 

Our research reveals that Tanzanians have a strong preference for sweet items. Sugar claimed the top spot as the most purchased item, with 8.54%. Cooking oil followed closely at 8.23%, with soft drinks such as soda securing third place with 6.44%. 

What is the most important factor that influenced purchase(s)? 

Several factors influence purchasing decisions. According to our survey, quality emerges as the most crucial factor, with 33.18% of respondents indicating that they base their purchases primarily on this aspect. Price closely follows, with 31.07% of respondents considering it when making buying decisions. Brand reputation ranks third, with 14.02% of respondents citing it as a significant factor. Convenience influences 11.46% of respondents’ choices, while packaging plays a role for 7.62%. 

How frequently do you go shopping? 

When questioned about their shopping frequency, the majority, comprising 62.53%, reported shopping at least once a week. Meanwhile, 31.01% stated that they shop once a month, with 4.25% indicating a shopping frequency of once every three months and 2.21% reporting shopping once a year. 

Supermarkets are the preferred shopping destination, accounting for 25.07% of respondents. Marketplaces follow closely behind, at 18.61%, with shops/duka trailing slightly at 18.48%. 

Quality or quantity, which is important  

Our findings indicate a preference for quality over quantity, with a majority (60.08%) of respondents considering quality more important. A notable portion (20.14%) believe that quality and quantity hold equal importance. Additionally, 10.22% believe that circumstances dictate the significance of one over the other. Finally, 9.58% of respondents prioritize quantity over quality. 

How do you define “quality” when it comes to products? 

The survey findings suggest that 40.48% of respondents define quality by performance and functionality, while 39.35% associate it with durability and longevity. Additionally, 17.22% define quality in terms of customer satisfaction. 

Does focusing on producing a larger quantity of products compromises their quality? 

Overall, a majority of the respondents believe that increasing the quantity of production results in a reduction of quality. Specifically, 57.82% of respondents expressed regret for prioritizing quantity over quality, while a much lower percentage, 15.70%, regretted prioritizing quality. 

Methodology/About this Survey    

This dip stick survey was run via the GeoPoll mobile application in March 2024 in Ghana, Kenya, and Tanzania. The sample size was 4,035, composed of random app users between 18 and 60. 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 dating apps, or other topics in Africa, Asia, and Latin America. 

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We previously published a report on gambling in Africa in January 2022 following a survey among the youth in Ghana, Kenya, Nigeria, South Africa, Tanzania, and Uganda. In March 2024, we ran the same survey in the same countries and are happy to present the results here: 

Employment Status of the respondents 

This rapid survey, targeting random users, revealed that 38% of respondents are currently employed. Close behind, 21.44% reported being unemployed, while 20.15% identified as business owners or self-employed individuals. Additionally, 19% indicated they were students, with a small 2% unable to work. 

Most Africans have placed bets, and Kenya still leads in betting  

When questioned about their betting experience, 76.16% of respondents have admitted to placing bets, while 23.84% have never engaged in betting.

Notably, Kenya emerges as a standout, with 82.81% of its respondents having placed bets. South Africa follows closely behind with 73.94%, then Ghana with 73.03%, Uganda with 71.43%, Tanzania with 71.13%, and Nigeria with 65.32%. 

In the 2022 study, Kenya led with 83.90% of Kenyans saying they have ever tried their hand at gambling or betting, followed by Nigeria (78%) and South Africa (74%).    

Gambling frequency 

For the respondents who affirmed that they had ever placed bets, we followed up with a question on how often they were gambling. While the 2022 study found that 44.4% placed bets once a month, the latest findings suggest a shift, with only 32% betting at least once a week on average. Additionally, 20.84% place their bets once a month, 17.76% bet at least once a day, and 15.61% bet more than once a day. 

Football betting is the most popular 

According to AEON Football is regarded as one of the most beloved sports across the world,  with a staggering fan base of 3.5 billion people. It is played and followed passionately across Europe, Africa, Asia, and the Americas.  

The sport’s immense popularity is not limited to the professional level, as over 265 million individuals engage in soccer. Our finding also shows that Football is the most preferred sports betting item, with 76.53% leaning towards it. Casino follows with 9.69% and other sports 5.14%. 

During the AFCON 2023 study, it was observed that half of the respondents, engaged in gambling activities. 

Average monthly spend 

When we asked about average monthly spending on placing bets, a big majority (56%) said they spend below $5 USD. 

On average, Tanzania had the highest average spend, followed by Uganda and Ghana. Please note that we used rounded local currency amounts in the survey and used approximate USD bands only for context. 

About this survey 

This GeoPoll rapid survey was conducted in December 2021 among 2.866 youth in Ghana, Nigeria, Kenya, South Africa, Tanzania, Uganda, using the GeoPoll mobile app. The sample was not fully demographically representative and naturally skewed towards younger people in urban areas. The sample consisted of 72% males and 28% female. Age groups were distributed as follows: 18-24 (40%), 25-34 (46%), over 35 (14%). 

To conduct a scientific study on gambling or other topics in Africa, Asia, and Latin America, please contact GeoPoll. 

The post REPORT: Betting in Africa 2024 appeared first on GeoPoll.

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.

The post Gaming in Africa 2024: A GeoPoll Report appeared first on GeoPoll.

To assess public awareness and concern about the cholera outbreak, GeoPoll conducted a nationwide survey in Zambia using its proprietary Computer Assisted Telephone Interviewing (CATI) application. The remote mobile phone-based survey addressed a number of topics related to the outbreak, including:

• Access to water for drinking, cooking, and hygiene
• Access to sanitation
• Awareness of the cholera outbreak in Zambia
• Understanding of the causes, risks, and symptoms of cholera
• Household cholera experience and concern
• Access to cholera treatment
• Assessment of the government’s reaction to the outbreak

Findings from the survey show that for more than a third of respondents (35%), there has been a time in the past month when their household did not have sufficient quantities of drinking water when needed. All respondents claim to be aware of the current cholera outbreak, and most understand the causes, symptoms and where to go to seek treatment. Although only 2% of respondents report that anyone in their household has ever suffered from cholera, 36% believe they are at risk of contracting cholera, and 70% are very concerned about getting cholera. This illustrates respondents’ understanding of the severity of the disease.

Click below to download GeoPoll’s full written report on the cholera outbreak in Zambia or scroll down to view the survey data in the interactive dashboard.

Interactive Data Dashboard

Dive deeper into GeoPoll’s data on the cholera outbreak in Zambia using the interactive dashboard below. The dashboard provides responses to each question in the survey, filterable by gender, age group, and province.

Collect Data During Humanitarian Crisis with GeoPoll

GeoPoll regularly conducts international development and humanitarian aid research for United Nations agencies, NGOs, governments, humanitarian groups and other stakeholders in the development and relief sectors.

In times of crisis, GeoPoll’s mobile surveys can reach aid beneficiaries and vulnerable populations to collect vital data on food security, disaster relief, and more. Our remote research capabilities and innovative technology platform allow GeoPoll to survey communities that are inaccessible following natural disasters, conflict, or disease outbreaks, enabling organizations to gather on-the-ground insights and disseminate information quickly and safely.

This study was implemented by GeoPoll using our own mobile research platform and extensive respondent database. The questionnaire was designed by GeoPoll researchers and conducted via GeoPoll’s Computer-Assisted Telephone Interviewing (CATI) application. Data collection occurred from February 22 to March 2, 2024. The survey was offered in English, Bemba, and Nyanja, and conducted from the GeoPoll call center in Lusaka, Zambia.

The diverse sample for the study of 400 respondents includes a gender composition of 50% female and 50% male, and an age breakdown of 25% ages 18-24, 29% ages 25-34, 32% ages 35-50, and 15% ages 51 and over. All 10 provinces (ADM1) in Zambia are equally represented.

For more information on the sample and methodology for this study or to conduct a research study of your own using the GeoPoll CATI application and our call centers around the world, contact us today.

The post GeoPoll Reports: Zambia Cholera Outbreak appeared first on GeoPoll.

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.

The post User and Attitude Studies: The Key to Customer Centricity appeared first on GeoPoll.

This article discusses the causes of low response rates and explores solutions to boost survey participation.

The Danger of Low Response Rates: Why They Matter

The response rate is often the difference between successful surveys and surveys that fall flat. If the required sample size is 500 and you only manage 350 completes, then that survey might not be representative.

Beyond simply affecting the number of responses, low response rates introduce a critical threat to research validity – nonresponse bias. This occurs when those who choose to participate differ systematically from those who don’t. For instance, if a survey on customer satisfaction has a low response rate, the participants might have particularly strong feelings (either positive or negative), skewing the overall results.

The consequences of nonresponse bias can be far-reaching. It can lead to:

• Misinterpretation of Data: The collected data may not accurately represent the target population, leading to misleading conclusions.
• Unrepresentative Findings: Research findings based on a biased sample may not be generalizable to the broader population.
• Weakened Research Credibility: Low response rates can raise questions about the quality and reliability of the research. 

The Culprits: Why People Skip Your Survey

Understanding the reasons behind survey apathy is the first step towards crafting effective solutions. Here’s a closer look at the common culprits:

• Survey Fatigue: The digital age has ushered in an era of constant survey bombardment. People are inundated with requests to share their opinions on everything from household products to political preferences. This continuous barrage can lead to survey fatigue, causing them to ignore yours altogether.
• Survey Design: Confusing questions, unclear instructions, and excessive length are guaranteed turn-offs. Imagine encountering a survey with poorly worded questions that seem more like riddles than inquiries. Frustration sets in, and the “exit survey” button becomes very tempting.
• Relevance: Participation becomes a chore if the survey topic holds no personal interest for the target audience. People are more likely to invest their time if they perceive the survey as relevant to their lives or experiences.
• Incentive: Imagine being asked to spend 20 minutes answering detailed questions with no reward in sight. It’s a tall order. Offering minimal or no incentive creates little motivation to invest time and effort.
• Accessibility: Surveys that aren’t mobile-friendly or lack language options create unintentional exclusion zones. This can significantly limit participation, especially in today’s diverse and tech-driven world. 

Strategies to Boost Response Rates

Acknowledging these challenges, researchers can bridge the gap between apathy and active participation. Here are some effective strategies to consider:

• Choose the Most Effective Method: The mode used for the survey matters. If your respondents, for example, use basic phones and have limited internet access, then SMS or CATI will work better than email. It also works to use a mix of methods to get the various bands of respondents. GeoPoll uses a multi-modal mobile approach, which helps us achieve high response rates even in challenging areas.
• Crafting a Compelling Introduction: Set the stage by clearly explaining the purpose of the survey, highlighting its importance to the research field or a specific cause. Briefly estimate the completion time to manage expectations.
• Optimizing for User Experience: Treat your survey like a well-designed website. Ensure it’s mobile-friendly, utilizes clear and concise language, and has a logical flow that effortlessly guides respondents through the questions. This will make the experience smooth and reduce the likelihood of frustration.
• Segmentation is Key: Don’t treat your audience as a monolith. Segment your target audience based on demographics, interests, or other relevant factors. This allows you to tailor the survey content and delivery method to resonate with specific groups, increasing their sense of relevance.
• The Power of Incentives: Consider offering small rewards like airtime, gift cards, the final report, or entry into a prize draw. Incentives act as a nudge, encouraging participation and demonstrating your appreciation for their time.
• Respecting Time Constraints: The world is fast-paced, and time is a precious commodity. Keep the survey concise and focused. Aim for 10-15 minutes or less for most surveys. Every minute saved is a victory against survey fatigue.

• Personalization Pays Off: A generic “Dear Participant” email is forgettable. Address participants by name whenever possible and highlight their role in contributing valuable insights. This personal touch can make a significant difference.
• Multi-Channel Approach: Don’t rely solely on email. Utilize social media platforms, targeted online ads, or even phone calls (if appropriate) to reach your target audience and increase their chances of encountering your survey.
• The Art of the Reminder: Strategically sending polite reminders can jog people’s memory and encourage participation. However, avoid bombarding them—strike a balance between reminding and respecting their inbox space.
• Gratitude Goes a Long Way: Always express sincere gratitude to everyone who participates. Thank them for their time and contribution, highlighting the value they bring to your research. This fosters goodwill and encourages them to participate in future surveys.
• Building Trust and Transparency:  Ethical data collection practices are crucial for building trust with participants. It is essential to be transparent about how the data will be used and ensure anonymity (when promised).

Bonus Tip: Consider piloting your survey with a small, representative sample before launching it to your entire target audience. This allows you to identify and address any design flaws or areas for improvement before the main survey goes live.

The Bottom Line

By implementing these strategies, researchers can create surveys that are engaging, relevant, and respectful of participants’ time. This, in turn, leads to higher response rates and more reliable data, ultimately strengthening the foundation of your research.

It also helps to have a big enough database of eligible respondents to achieve good response rates. GeoPoll has the largest mobile database of over 300 million survey respondents in Africa, Asia, and Latin America. We use a mix of well-tested, mostly mobile-based methods to conduct reliable, fast survey research while achieving the right, representative response rates. Contact us to learn more about our capabilities.

The post Survey Response Rates: A Guide to Higher Survey Completions appeared first on GeoPoll.

Regardless of the circumstances and difficulties a society faces, a functioning media is crucially important to the health and well-being of that society. Broadcast media in Afghanistan, just as it is elsewhere, needs audience data to survive. The local businesses finding a way forward in these uncertain times need to plan their ad campaigns. The NGOs still remaining in the country are under more pressure than ever to make an impact with dwindling resources, making the most of every cent of the communication budget.  And the Afghan people did not just switch off their TVs and radios in August 2021 and resign themselves to totalitarian media darkness – they have content needs they are finding ways to fulfill.

GeoPoll’s Afghanistan Media Audience Landscape Survey marks a pioneering effort in media establishment research post-Kabul’s fall. Conducted between December 2023 and January 2024, this survey leverages Computer Assisted Telephone Interviews (CATI) to engage 2,000 individuals, capturing a comprehensive view of the current media consumption landscape. Among others, this research covers:

• Television and radio audiences nationwide, profiling and sizing viewership and listenership for both local and international broadcasters.
• Insights into internet usage and social media engagement patterns.
• Top educational media content sources.
• Top news sources.

Update: We hosted a webinar with the results. Watch the recording and download the presentation deck.

Get the Topline Report

Fill out this form to get the FREE topline report with key findings:

To dive deeper into the findings and their implications for media planning, advertising strategies, and content delivery in Afghanistan, please contact Matt Angus-Hammond, Media Audience Measurement Director at GeoPoll.

The post Afghanistan Media Audience Landscape appeared first on GeoPoll.

This report explores the diverse ways in which Valentine’s Day is celebrated across Africa.  

This is a sequel to the earlier report in 2020 on Valentine’s Day: Who’s Celebrating, Gifts, Dates & More. Four years down the line, GeoPoll surveyed 3560 respondents across Nigeria, Kenya, and Tanzania; we embarked to find out the following: 

• Gifting culture on Valentine’s Day 
• Popular gifts for Valentine’s 
• Valentine’s activities 
• Money and Valentine’s 

The survey results reveal a diverse range of relationship statuses among respondents: 42.88% are currently in a relationship, 32.29% are married, 23.14% are single, and 1.69% are divorced. Notably, a significant majority of 70.33% of respondents plan to celebrate Valentine’s Day this year, with 29.67% boycotting.  

Valentine’s Day Gifts 

Gifting on Valentine’s Day is a cherished tradition. From handmade crafts and locally sourced delicacies to imported chocolates and luxury items, gifts vary widely depending on personal preferences and cultural influences. 

Our findings show that 60.84% will be buying a gift for their loved one, 21.56% will not be buying gifts, and 17.60% are unsure. 

Which Valentine’s gift do you plan to give? 

Respondents demonstrated an evident passion for traditional offerings when asked about their preferred gift for Valentine’s Day. Chocolate emerged as the most popular choice, with 14.63% expressing a preference for it, closely followed by flowers at 14.41%. Jewellery and watches ranked third, with 12.46%. Please refer to the chart below for further insights into popular gifting ideas. 

Which Valentine’s gift would you like to receive? 

Based on the survey findings, jewellery and watches emerged as the most desired Valentine’s Day gifts among respondents, leading the list with 11.81%. Close behind were flowers at 11.07% and chocolates at 10.73%. Notably, money also held significant appeal, with 10.54% expressing a preference for monetary gifts on Valentine’s Day.  

Valentine’s Day plan and activities 

We asked respondents what they planned to do on Valentine’s Day, revealing various activities and perspectives. Unsurprisingly, the top choice, with 36.07%, was going out with a loved one or partner. However, an unexpected twist emerged, as 19.13% indicated that the day held no special significance for them and that it was just a typical day without any planned activities. Additionally, 18.85% plan to spend time with friends or family, while 13.78% opt for a cozy day indoors with their partner. Notably, 12.18% intended to treat themselves. 

Who is supposed to plan Valentine’s Day? 

You may be curious about who typically leads in planning Valentine’s Day celebrations. According to the survey results, a significant majority, 76.48%, believe the responsibility falls on the man. Only 23.5% of respondents feel that the girl or lady should plan Valentine’s Day. 

Money, Money, Money! 

Indeed, money plays a significant role in Valentine’s Day celebrations, whether you’re purchasing gifts or planning special activities to mark the occasion of love. With this in mind, we sought to uncover how much people are budgeting to spend on this heartfelt day of celebration.  

Kenyans 

Most Kenyan lovebirds, comprising 37.18%, are prepared to spend between Kes. 1,000 ($6.41) – Kes. 5,000 ($32.05) on Valentine’s Day. Following closely, 31.44% plan to spend less than Kes. 1,000 ($6.41). Additionally, 17.39% intend to splurge between Kes. 5,000 ($32.05) and Kes. 10,000 ($64.10  

Nigerians 

On the other hand, most Nigerian respondents will spend between 9,000 Naira ($6.21) and 45,000 Naira ($31.05) for their loved ones on Valentine’s Day. About 27.98% of participants prefer spending less than 9,000 Naira ($6.21), while 12.39% are inclined to splurge between 45,000 Naira ($31.05) and 90,000 Naira ($62.10). 

Tanzanians 

Among Tanzanian respondents, 33.77% plan to spend between 16,000 TZS ($6.31) and 80,000 TZS ($31.56) on their loved ones. Meanwhile, 32.73% intend to allocate less than 16,000 TZS ($6.31), and 16.10% are prepared to spend between 80,000 TZS ($31.56) and 160,000 TZS ($63.10).  

Social Media Love 

As much as the streets will be painted red, so will social media platforms. 51.10% of the respondents will post their significant others on social media, whereas 48.90% will not post their loved ones.  

Have a happy and loving Valentine’s Day!  

Methodology/About this Survey     

This Exclusive Survey was run via the GeoPoll mobile application in February 2024 in Nigeria, Kenya and Tanzania. The sample size was 3,560, composed of random app users between 18 and 60. Since the survey was randomly distributed, the results are slightly skewed towards younger respondents.      

Contact us for more details about exclusive GeoPoll surveys, to conduct a scientific study of Valentine’s Day, or to discuss other topics in Africa, Asia, and Latin America. 

The post Valentine’s Day 2024: Who’s Celebrating, Gifts, Dates & More appeared first on GeoPoll.

In this summary report, we look at GeoPoll Audience Measurement data on Kenya’s prime-time TV viewership trends and radio listenership in 2023. We examine prime time peaks, genre preferences, and audience demographics, taking the pulse of Kenya’s media landscape.

Please note that the data presented in this report looks at consolidated overall ratings throughout the year. Get in touch with us for granular data that can be used to make advertising or programming decisions. We update media measurement data daily.

Television: Prime Time Peaks and Genre Preferences

From GeoPoll’s latest Media Establishment Survey, television remains the most dominant medium in Kenya, with over 50% of Kenyan households owning a TV and 80% of those watching TV daily. For overall 2023 GAM data, TV viewership data reveals notable patterns across different days of the week. As expected, prime time enjoyed the highest viewership, peaking at 9:00 PM daily, with Saturday and Friday having the highest numbers. TV viewership at 6:00 PM is relatively lower than later time slots during prime time.

This could be attributed to the fact that many individuals are likely commuting from work or engaged in activities that hinder them from settling in to watch television during this early evening period. The gradual increase in viewership as the evening progresses, reaching its peak at 9:00 PM, aligns with the notion that viewers are more likely to tune in after completing their workday responsibilities and settling into their homes.

Local Drama-time – 7:30 pm

Most Kenyan channels dedicate the half hour after 7:30 pm for local shows. This timeslot consistently garners a substantial viewership across the week, suggesting strong preference for narratives that resonate with the local socio-cultural milieu.

Out of the top 10 channels in this slot, Citizen had the highest share (19.6%), followed by NTV and Maisha Magic. All three air local drama shows during the 7:30-8:00 p.m. timeslot. Notably, even when the local shows give way to soap operas from 8:00 PM, Maisha Magic, which primarily features local content, gains more audience.

Radio Listenership

Radio was the flipside of TV. The highest radio listenership was observed consistently between 7:00 AM and 9:00 AM, with over 27 million listeners during those hours, indicating that many people tune in during their morning commutes or as they start their workday. Sundays and Saturdays tend to have higher overall listenership compared to weekdays, even during the morning hours.

Weekdays from 5:00 PM to 8:00 PM also show relatively high listenership, as people leave their workplaces, commute back home, and engage in their evening activities.

Radio listenership by age

Delving deeper into radio listenership by age group reveals an interesting trend. The eldest age group (35+) represents over half (50.1%) of radio audience. Conversely, the youngest group (15-24) accounts for a mere 20.4%. This indicates the generational divide in media consumption preferences, suggesting radio’s continued relevance and appeal among older audiences while indicating potential areas for innovation and engagement strategies targeting younger listeners to save the radio for the future.

Breakfast Shows (6am – 10am)

During the competitive 6:00 am – 10:00 am breakfast timeslot, we witnessed a slinging batter between the top two – Citizen’s Jambo Kenya (13.2% share) and Classic 105’s Maina and Kingangi (12.8%). Overall, the top 10 was dominated by Swahili stations (5) and vernacular stations (3).

Drive time Shows (4pm – 6pm)

Looking at Drive-time, Citizen Radio had the highest share, with a 14.89% share of radio audience. Radio Maisha (10.46% ) and Radio Jambo (9.22%) completed a 1-2-3 ranking of Swahili stations, broken by Classic 105 (8.2%) with another Swahili station, Milele FM, completing the top 5 Drive radio shows in Kenya.

Get the Full GeoPoll Audience Measurement Data

Understanding audience behavior is crucial for maintaining relevance and competitiveness. The media must adapt by investing in quality content that speaks to the diverse tastes and preferences of Kenyan audiences. Additionally, leveraging data analytics advertising can further enhance engagement and impact for brands and advertisers.

This is a small subset of GeoPoll Audience Measurement data, collected daily in Kenya. To diver deeper into the insights you need to make important decisions, please reach out. GAM data is presented in a near real time dashboard and regular analysis by our team.

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