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TNS GTI 2011 Study
Contents
Overview
Mobile Ad Channels
Apps
Mobile What??
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Overview
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TNS GTI 2011 Study
Kenyans expect more for less – and quickly!
Despite having higher GDP / capita, Kenyans expect to pay less for their next phone as compared to Tanzanians.
However, they also replace their handsets more quickly and do a lot with them.
In summary, in Kenya, upgrades happen quicker and although the price point is lower, phones have better capabilities (higher smartphone penetration).
$53
$58
$45
Mean price paid
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TNS GTI 2011 Study
Chinese Invasion?
Nokia still dominates the mobile handset market in East Africa, but, while the brand remains aspirational there are quite a few fakes around.
In Uganda, ZTE now has significant share, demonstrating that value for money Chinese brands are increasingly making inroads in East Africa.
...also connecting people
Kenya Tanzania Uganda
66 73 65
Nokia % share
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TNS GTI 2011 Study
Despite the hype, tablets aren’t widely desired
vs.
Only 1% own a tablet
…and only 5% plan on getting one
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TNS GTI 2011 Study
Currently SMS is a channel that touches everyone…. With mobile web and applications for niche
audiences
Around 90% uses SMS
Less than 25% use mobile web
<10% use apps
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TNS GTI 2011 Study
Time of day matters
We looked at what time of day consumers tend to use their phones for different things and interesting differences emerged. For example, in Kenya, commuting time see peak mobile music usage – due to the traffic!
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TNS GTI 2011 Study
05
101520253035
Internet
Kenyans consume more music in the mornings than in Uganda – probably due to traffic jams on way to work…
Most popular usage occasions (amongst users of each feature)
% c
hoos
ing
occa
sion
(40)
(35)
(30)
(25)
(20)
(15)
(10)
(5)
0
Uganda
Kenya
A30a: Time of day analysisBases: All music users
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TNS GTI 2011 Study
Mobile web is still social and search
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For mobile web users, the obsessions with Social Networking continues – 84% us in Kenya.
Search is the other key activity
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Apps
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TNS GTI 2011 Study
What are smartphone users up to?
Kenya smartphone users are very social (81% have an SN app), regularly accessing Facebook via dedicated apps or via mobile web.
They are also music-lovers (86% have a music app), downloading and using music based apps regularly.
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TNS GTI 2011 Study
Source of applications
Sharing from PC or phone is prevalent in East Africa – twice as popular as actually downloading from an official source!
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TNS GTI 2011 Study
East Africans like to share….
KENYA TANZANIA
Another Mobile phone (Bluetooth)
Another Mobile phone (Sideload)
Sideload from PC
Device apps store (online)
Network provide apps store
Internet apps supplier
Text messaging service
61
49
36
33
30
27
25
36
33
15
16
10
8
12
Source of application downloads - %
B4: Source of application downloads
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TNS GTI 2011 Study
What Kenyans want from applications?
Local Search
News
Business
Finance
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Mobile what...?
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TNS GTI 2011 Study
Share of messages sent by channel
Mobile is also the primary communications channel – fixed internet is old news (or was never news)
I5: Split of work messages / I6: Split of personal messagesBases: All who send work messages COUNTRY. All who send personal messages COUNTRY
Mobile
PC
Global
52%
48%
86%
14%
91%
9%
88%
12%
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TNS GTI 2011 Study
Mobile everything
Due to income constraints in East Africa, the mobile has become the lead device for numerous activities.
In contrast to the global picture, consumers prefer mobile for social networking, finance and downloading content.
For Social networking 50% of Kenyans prefer mobile. Only 27% prefer PC / laptop
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TNS GTI 2011 Study
World beating mobile finance
Mobile finance has taken off hugely in Kenya, following the groundbreaking lead of Mpesa. In Tanzania too, the sector is growing, but in Uganda, usage is still limited.
Used for bill payment, receiving wages and paying for services, mobile financial services are genuinely replacing banking services for a proportion of the population.
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TNS GTI 2011 Study
KENYA TANZANIA UGANDA
46 5231
Banks = obsolete?
A high proportion of consumers in East Africa in fact believe that mobile finance can eventually replace traditional banks.
Convenience / ease of use is the main driver of this opinion, while those who are not so sure believe that banks win out on security.
% believing mobile finance can replace banks
