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Deloitte releases 2019 report on Kenya’s mobile consumer behaviour

16 September 2019 — Deloitte has released the 2019 Global Consumer Survey: The Kenyan Cut which covers 6 continents, 35 countries, and more than 54,000 respondents. The insights in this report are extracted and analyzed from data gathered from approximately 1,000 survey respondents within Kenya. Fielded by an independent research firm, the survey focuses on consumer behaviours, trends, and opinions for a broad range of wireless and mobility products and services. In addition to exploring the results and key insights, the survey is also designed to highlight differences among consumers across generational divides—capturing findings from three distinct age groups, ranging from ages 16 to 45.

Commenting on the report, Deloitte East Africa Technology, Media and Telecommunications Leader Charles Luo noted, “Usage of instant messaging applications has almost doubled over the past three years. Opportunities arise for business to use digital tools such as chatbots, to improve on customer experience and acquisition, reduce churn, increase revenue per user and minimize cost to serve primarily in the customer service centres.”

The increase in mobile payments in Kenya has been facilitated mostly through network operators and the multiple banking applications that allow people to purchase, transfer money and pay for the various services in their day to day lives. An average of 90% of respondents across all income bands transfers money via their mobile operator application/service. Additionally, businesses in Kenya have invested in mobile payment options such as till numbers and network operator services promoting accessibility and convenience for their customers.

On the other hand, Kenyan users are both concerned and highly unaware of the
potential privacy challenges in the digital world. Businesses can look to monetize data further, to the benefit of users, but should strongly focus on building awareness and trust through simple and clear strategies that users can understand and support. The perception of the risks linked with online data sharing and online security unveils increasing attention to the use of personal data. 75% of respondents were concerned about how their personal data is being used.

Smartphone use remains high, but how we use them is changing. We are now in a period where smartphones and smart devices are an integral part of our lives across all age groups, and as we demand entertainment, knowledge and instant connection at an increasing pace, we will continue to explore and embrace this life-enhancing journey.

The rise of the smartphone continues to accelerate, and Kenya now ranks among the leading global adopters, putting pressure on businesses to transform their service delivery to a mobile-first experience.

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