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MOBILE REPORT
L o a d i n g . . .
KENYA
2016
2016 KENYA MOBILE REPORT
2016 KENYA
MOBILE TRENDS REPORT
1. General Overview Overview of Kenya’s mobile market. -‐ Kenya’s popula9on, Unique mobile users, mobile penetra9on and smartphone penetra9on rate. -‐ Mobile traffic versus Desktop traffic (2011 v 2016). -‐ Market share of Opera9ng system August 2016.
2. Mobile Trends. -‐ Growth of Ac9ve Mobile Subscribers by Operator from 2012 – 2016. -‐ Market share of mobile operators in Kenya. -‐ Cost of data trend in Kenya (2011 versus 2016) -‐ Growth trend of mobile browsers, opera9ng system, social media sites and devices vendors (2012-‐2016).
3. Mobile Lifestyle -‐ Time Kenyans spend across media -‐ Mobile video -‐ Mobile money -‐ M-‐commerce
o Time spent across media o Mobile Video o Mobile Money o M-commerce
o Growth of Active Mobile Subscribers by Operator from (2012 – 2016)
o Market share of Mobile Operators (MNO) in Kenya o Cost of Data Trend in Kenya (2011 versus 2016) o Growth trend of mobile by Browser, OS, Social Media Sites
and Device Vendors (2012 - 2016).
GENERAL OVERVIEW
MOBILE TRENDS
MOBILE LIFESTYLE
o Overview of Kenya’s Mobile Market o Kenya’s Population, Unique Mobile Users, Mobile Penetration and Smartphone
Penetration Rate. o Mobile traffic versus Desktop traffic (2011 vs 2016) o Market share of Operation System August 2016
Overview of Kenya’s mobile market
KENYA’S
OVERVIEW O
F MOBILE MARKET
Source: Live popula9on.com
Source: Pew Research Center
Source: Communica9on Authority of Kenya
TOTAL POPULATION
47.2M 38.3M 89.2% 26%
NUMBER OF UNIQUE MOBILE USERS (ANY TYPE OF HANDSET)
SMARTPHONE PENETRATION
RATE
MOBILE PENETRATION (UNIQUE USERS
vs. POPULATION)
KENYA
General Statistics
Communica9on Authority of Kenya
livepopula9on.com
Pew Research center
Mobile Traffic Versus Desktop Traffic (January 2011 versus August 2016)
Source: http://gs.statcounter.com
82%
2%
11% 1% 4%
Android IOS Windows Blackberry OS Java
Source: Twinpine Consumer Survey 2016
Market share of Operating System (August 2016)
Mobile Trends
KENYA’S MOBILE MARKET
TRENDS
Source: Communication Authority of Kenya
Year Safaricom Airtel Network Kenya
Essar Telcom / Finserve (Equitel- Introduced 2015)
Telkom Kenya
(Orange)
2012 19,814,245 5,205,279 3,227,271 2,484,958
2013 21,248,287 5,156,269 2,649,362 2,255,099
2014 22,658,572 7,610,632 2,494,693 3,363,427
2015 24,408,934 7,236,524 * Equitel 1,407,172 4,663,314
2016 25,161,439 6,722,412 1,683,362 4,809,440
Growth of Active Mobile Subscribers by Operator from (2012 – 2016)
65.6% 17.5%
4.4%
12.5%
Safaricom Airtel Equitel Orange
Source: Communication Authority of Kenya
Market Share of Mobile Operators in Kenya
0
0.5
1
1.5
2
2.5
3
3.5
Safaricom Airtel Orange
Dat
a bu
ndle
(GB
)
Network
2011 2016
1000 Kenya Shillings can buy 5x more data in 2016 than it could in 2011
Growth trend of Mobile Browsers from 2012-‐2016
Source: http://gs.statcounter.com
Growth trend of OperaAng System from 2012-‐2016
Source: http://gs.statcounter.com
Growth trend of Social Media from 2012-‐2016
Market share of Device Vendors from 2012-‐2016
Kenya Mobile Lifestyle
KENYA’S MOBILE LIFESTYLE
Kenyans are spending more time on their smartphones than any other device daily
Source: Millwardbrown
131 mins
(TV)
80 mins (Laptop)
193 mins
(Smartphone)
39 mins (Tablet)
Kenya is one of the market leaders globally when it comes to Mobile Money with a penetra9on rate of 985 registered mobile
money accounts per 1,000 people -‐ IMF
MOBILE MONEY
Kenya Tops the chat on Mobile Money Adoption
Source: Mobile Ecosystem Forum
93%
7%
Yes No
Source: Twinpine Consumer Survey 2016
78%
43.30%
1.70%
9.20%
To family, friends and
other people
To pay bills To pay tithe Make donations
16.70%
40.80%
37.50%
Daily Atleast once a week
Atleast once a month
93% of Kenyans have used Mobile Money for
transacAons.
What Kenyans do with Mobile Money
Frequency at which Mobile Money is used by Kenyans
Source: Communication Authority of Kenya
Mobile Money transactions across Service Providers
18.1469 35.8222
92.6437
40.382
121.805
270.973
Customers(Millions) Transactions(Millions) Value(Kshs. Billions)
2011 2016
Source: Central bank of Kenya
Mobile money transacAons June 2016 is 3x the total transacAon done in
June 2011.
Source: GSMA Connected Women
Women are 26% less likely to use mobile money than men
Airtime top-up Received MM Sent MM
50% 49% 39% 52% 53% 53%
78% of Kenyans online watch videos using their
mobile phone 78%
22%
Yes
No
68.30%
7.50% 1.70%
22.50%
Daily Atleast once a week
Atleast once a month
Rarely
Kenyans are watching online videos on a Daily basis
46.70%
31.70%
1.70%
20%
Daily Atleast once a week
Atleast once a month
Rarely
46% of Kenyans online download mobile and video content on a daily basis
Source: Twinpine Consumer Survey 2016
MOBILE VIDEO
42% of Kenyans online have shopped
before
Yes
42% No 58%
Do shop online? Source: Twinpine Consumer Survey 2016
Percentage of Online shoppers who research on a product before purchasing
67%
33% Yes No
58.40%
20.20%
10.10%
18%
Google Social media sites
Review sites
Website of the seller
Where online shoppers do their research before
purchase
M-Commerce
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