Social networking and mobile marketing in Kenya
on A Serendipitous Journey (Kenya), 20/May/2010 07:46, 34 days ago
I continue to be amazed at how connected urban youth are in Kenya and the incredible marketing opportunities that exist for this market segment.According to recent research by Synovate, Kenya has more than 2 million registered users on Facebook, representing 79% of the total number of internet users.(1)You Tube, Twitter, Wikipedia and blogging sites are also seeing increased popularity. Penetration of the internet, and in turn, social networking sites will continue to grow exponentially with the recent introduction of broadband, combined with increased competition among ISPs which have already resulted in more affordable internet prices. (e.g. When I arrived in Oct 2008 my modem cost Ksh 10,000 and now they are going for as little as Ksh 2,000.) This market potential hasn’t been missed by innovative global corporations either. Google executives say Africa represents one of the fastest growth rates for Internet use in the world and has 40 employees working on Africa-focused projects.(2)Similarly, significant opportunity exists in mobile marketing– perhaps more so even than in ‘developed’ countries. Mobile phone use in Africa has grown rapidly in the last decade and remains the most common way people communicate with each other. Mobile phones are in the hands of approximately 20 million people in Kenya.(3)In a country with a population of just 37 million and a GDP per capita (PPP) of just US $1,600(4)this seems almost unthinkable, yet in my experience it is feasible. From the matatu hustlers who live in the urban slums to blind old rural farmers, I have not yet met a Kenyan who does not have access to a mobile phone. In fact, some technologies in Kenya have skipped over those in 'developed' countries, includingM-PESA, which allows people to send money to their friends and relatives through their mobile phones and the ability of students in Kenya toreceive their exam results by SMS.It’s a very exciting time in terms of mobile and e-marketing opportunities in this Kenya, as well as many other African countries!(1) Daily Nation. Business news. Pg 25“Social sites threat to cyber security”. May 20, 2010(2) Wall Street Journal.“In Africa, Google Sows Seeds for Future Growth.” May 15, 2010. Will Connors. http://online.wsj.com/article/SB10001424052748704866204575223863572630700.html?mod=rss_whats_news_us(3) Daily Nation. Business news. Pg 25“Social sites threat to cyber security”. May 20, 2010(4) CIA World Factbook. https://www.cia.gov/library/publications/the-world-factbook/geos/ke.html