- Majority male (71%)
- Teenagers (15-20 years old) form a large portion (32%) of mobile surfers, but
- The workforce makes up the majority (67%); the single largest age group is between 20-25 years old and make up 43% of respondents.
- Of these 29% are female and 71% are male.
- The student population is high (39%).
- Of those who work, 20% are self-employed, running their own businesses or as freelancers.
- Another 16% work as service personnel or perhaps as administrative or sales assistants.
Typical users from Kenya enjoy outdoor sports (40%), new technology (20%) and family activities (17%).
The user’s education level:
- Primary education – 3.73 %
- Secondary education – 27.39%
- Middle level colleges – 44.40 %
- Trade schools/Private School – 3.32 %
- University Degree or Postgrad – 21.16 %
User’s monthly income
The largest single group earns less than USD 40 per month, not surprising perhaps, considering that one-third of survey respondents are students. The second biggest income bracket, though, is the largest in this survey: more than USD 90 per month.
|3000 Shilling & below||USD 38.81||39.09 %|
|3001 – 4000 Shilling||USD 51.75||14.81 %|
|4001 – 5500 Shilling||USD 71.15||8.64 %|
|5501 – 7000 Shilling||USD 90.56||10.29 %|
|Above 7000 Shilling||USD 90.57||27.16 %|
Phone Usage (Internet, Purchasing, Gaming) and Devices
The top three handsets are Nokia (41%), Motorola (14%) and Samsung (10%).
More than 75% of Kenyans use the mobile Internet to communicate with friends (via chat, moblogs, discussion forums, etc.),
- 11% surf the mobile Internet for entertainment (to play games, listen to music and watch videos); six percent surf for information.
- 94% of Kenyan users access the mobile internet at least once a day and some 45% go online more than 5 times a day.
- One-third spend at least one hour online each session.
Most users (82%) have made purchases via their phones;
- 36% make daily purchases,
- 30% make weekly purchases and
- 16% make monthly purchases.
- 5% have never made any purchase on their phones.
Among their latest purchases are prepaid airtime (39%), mobile content (19%) and bill payments (10%). Most of these purchases (57%) were charged to their phone accounts while 27% of users elected to pay at the venue.
Consumer items that are high on Kenyans’ wish lists – and which they say they are likely to purchase within the next twelve months – are DVD players and home entertainment systems (30%), computer-related peripherals (25%) and smartphones (16%).
Kenyans want to buy a broad range of consumer products and utilities with their mobiles. They also want to buy books, music and movies (48%), make travel bookings (21%) and buy gifts (12%).
Users surf mainly from home (76%). 11% surf at work.
While users surf throughout the day, surfing activity peaks in the early (26%) and late (41%) evenings. Surfing activity is low but evenly spread out earlier in the day but starts to rise in the mid-afternoon (14%).
Users are keen to use their mobiles for airtime transfers (53%), online games (16%) and remittances (13%).
While as many as 36% do not download games often, at least 34% do so once a week and another 14% download games once a fortnight. As many as 14% do not download because they can’t find what they want. Some 2% do not intend to play games and have never downloaded them.
Kenyans are persistent gamers – 46% play almost daily and another 40% play whenever they get the chance. Relatively smaller numbers play a few times in a week (6%) or a month (4%) and 6% rarely play.
Some of these are very telling of Kenyan mobile phone users. What has been your experience? Would you agree or disagree with the numbers?