Alcohol ups social networking

VALUE ADDED SERVICES

|
Image: Isis N'yongo. By BiztechAfrica
Isis N'yongo

By Semaj Itosno, Nairobi, Kenya

Drunken Kenyans tend to use social media more than when they are sober, a new survey shows.

Findings by InMobi Africa, a mobile advertising network, show that a majority of Kenyan consumers turn to social media networks through their mobile phones when drinking to post updates and photos and chat messages.

According to the study, 78% of the respondents confessed to that their social media presence increased on occasions when they were bingeing on alcohol, by sharing the fun moments with friends virtually.

The survey was carried out in July this year and polled 750 respondents in major urban centres across Kenya to understand drinkers’ preferences and mobile engagement levels to assist brands in developing mobile marketing campaigns.

“For us, though, the most interesting thing to come out of this survey is that for most consumers, mobile is a better medium than TV,” said Isis Nyong’o, InMobi managing director for Africa.

The insights into the habits of the average Kenyan tech savvy drinker provide an opportunity for firms to engage consumers through social media sites by using online coupons for discount promotions and special offers to spur sales.

Because people have their mobiles with them all the time, Ms Nyon’go says, brands should take advantage of this platform to influence consumer behaviour.

The InMobi survey conducted through mobile phones found out that 55 per cent of Kenyans drink to celebrate special occasions and a further 37% use drinking sessions to bond with family and friends.

Drink-tweeting, chatting and blogging as is now called, has emerged as one of the outcomes of Kenya’s deep mobile teledensity which now stands at 75.4%; with mobile data and Internet access accounting for 98.9% of total Internet subscriptions.



Share the News

Get Daily Newsletter

comments powered by Disqus

MORE VALUE ADDED SERVICES NEWS

Apollo Hospitals, Airtel seal telemedicine deal

Two Indian giants, Apollo Hospitals and Airtel Nigeria, have struck a deal designed to bring affordable health care to Nigerians and Airtel’s Premier customers. Read More

Millicom partners Deezer to bring Tigo Music to 5 African markets

Telecoms and media firm Millicom has announced an extension of its partnership with music streaming service Deezer to take its Tigo Music service to five markets in Africa. Read More

Airtel Money offers KRA mobile tax payment services

Bharti Airtel has partnered with the Kenya Revenue Authority (KRA) to offer Kenyan citizens an opportunity to pay their taxes through Airtel Money. Read More

Embracing mCommerce

There’s a word on the lips of everyone in the know these days, and that word is “mCommerce”, says Red & Yellow. Read More

Airtel Money launches new partnership with MOGAS

Airtel Uganda and MOGAS have officially unveiled their new partnership that allows customers to pay for any MOGAS products and services using Airtel Money at their 38 stations across Uganda. Read More

Econet launches Connected Car service

Econet has launched yet another revolutionary product branded the Econet Connected Car. Read More

Tigo cash trains over 2,000 agents

As part of efforts to scale up mobile financial services, particularly in the informal sector, mobile network operator, Tigo is training over 2,000 agents in its award-winning mobile money service, Tigo Cash.  Read More

Airtel Money to launch cross border money transfer service across East Africa

Chidi Okpala, Head of Airtel Money, Airtel Africa Bharti Airtel has announced plans to launch a cross border money transfer product in East Africa. This is a first in market initiative across Africa and will enable Airtel Money customers to send, receive and withdraw money from their Airtel Money wallets. Read More

MTN set to support money transfers between Rwanda and Uganda

MTN Uganda is partnering with MTN Rwanda to deliver cross border transactions between the two countries. Read More

Former Kampala mayor demands UGX8bn from MTN Uganda

MTN Uganda has found itself in protracted lawsuit involving copyrights on caller tunes in a case whose outcome could set a precedent for similar scenarios in future. Read More

PRESS OFFICES

Sage ERP AfricaSAP AfricaSage Pastel AccountingTrust PayVMWareSamsung ElectronicsMitsumi DistributionPhoenix DistributionSage HR AfricaMTN BusinessSchneider ElectricMultichoice

FEATURED STORY

Growing African focus on data securityGrowing African focus on data security

Beachhead Solutions’ new SA and Mauritius country manager explains the challenges and solutions around securing customer data and compliance with new personal information legislation.

IN DEPTH

Africa lags on digital migration Africa lags on digital migration

Only three African countries have so far completed the digital migration process, and serious issues are hampering the migration in other nations.