More Kenyans adopt cell phone shopping

VALUE ADDED SERVICES

-
Image: Moses Kemibaro. By BiztechAfrica
Moses Kemibaro

By Semaj Itosno, Nairobi, Kenya

Cell-phone shopping is becoming of age in Kenya, a new survey has revealed.

Research by mobile advertising network InMobi Africa shows that most Kenyan buyers now use their mobile phones and tablets to look for and purchase products online.

“The mobile phone has become the consumer’s constant companion. It is their social interface to the world and also reaches them when they are economically active unlike many other types of media,” said Moses Kemibaro, the sales director at InMobi Africa.

The consumers also use the gadgets to review product features, learn the latest trends purchases, compare prices and get references from friends through social media before making purchases online.

The revelations corroborate the latest statistics from the Communications Commission of Kenya which shows that of the 11.8 million internet users in Kenya as at the end of March this year, 98.8% access the Web through mobile phones.

Kemibaro said some users save shopping lists in the form of a draft text message and other shoppers track their expenses through mobile money solutions such as m-banking.

“Female youths are 10% more likely to conduct price comparisons and even take pictures of what they want to buy in order to get their friends’ input on products,” reads the survey report in part.

Searchandising

According to the research, tech savvy Kenyan consumers engage in “searchandising,” or use mobile gadgets to enhance their spending. Out of those polled, 34% were driven to make a buy based on information sourced from mobile phones.

The consumer behaviour research revealed that 65% of the shoppers polled said they engage in searchandising in supermarkets; 34% in boutique stores; 31% in shopping malls and only 29% at informal street markets. 

The survey, which was conducted between June 24 to July 7, 2012 in major urban centres and rural areas across Kenya, polled 503 respondents to establish the extent to which consumers use mobile phones to boost their shopping experience.

Results from the Inmobi Africa study seem to tally with the latest Gallup which reveals that two-thirds of Kenyans who had sent money to family members or friends did so via a mobile phone, making them the most likely to transfer money this way across several sub-Saharan countries.

The gallup study, “Payments and Money Transfer Behavior of Sub-Saharan Africans”, funded by the Bill & Melinda Gates Foundation also reveals that contrary to what is often believed, money in African countries is not necessarily mostly flowing from the cities to the rural areas or villages.

In Kenya mobile money transfer agents are dotted across the country and are becoming key links in Kenya’s banking system. 



Share the News

Get Daily Newsletter

comments powered by Disqus

MORE VALUE ADDED SERVICES NEWS

SIA Group enters African card payments sector

Perago has signed an agreement with Swish Payments to support its new m-commerce initiative in Africa and Europe. Read More

MTN partners Salt & Einstein MTS, NHIS on insurance

MTN Nigeria says it has partnered Salt & Einstein MTS and the National Health Insurance Scheme (NIHS) to help push health insurance to many people in the country leveraging on its wider reach. Read More

Free Twitter on Econet

Econet Wireless is now offering free access to Twitter to all subscribers on Econet Broadband.  Read More

Gemalto, GSMA drive African mHealth initiative

Gemalto has announced its partnership with (global System for Mobile Communication Association (GSMA1) to drive the pan-African mHealth Initiative (PAMI). Read More

Has Africa slowed in global mobile payments innovation?

wiGroup says Africa has lost ground to the US and China in the mobile payments innovation race. Read More

New mobile payment system goes live in SA

Mobile payment system Zapper has launched its innovative and secure payment app for smartphones in South Africa. Read More

Mobile banking numbers to pass online banking by 2019

New findings from Juniper Research finds that over 1.75 billion mobile phone users will have used their devices for banking purposes by the end of 2019, compared to 800 million this year. Read More

Remita’s e-transactions hit N500bn

Nigerian electronic payment platform Remita says it is driving cashless initiatives, and currently processes electronic transactions valued at N500billion monthly. Read More

Nigeria’s cashless campaign goes nationwide

In spite of obvious hiccups, the cashless initiative of the Central Bank of Nigeria (CBN) goes live in the 36 states of the federation and Abuja, the Federal Capital Territory (FCT) today. Read More

More than 2.5m Rwandans now using mobile payments

The number of mobile payments subscribers in Rwanda has reached more than 2.5 million, according to figures in the recently-published Rwandan ICT Sector Profile.  Read More

PRESS OFFICES

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

FEATURED STORY

Widening ICT skills gap: Cause for concernWidening ICT skills gap: Cause for concern

Nigeria's FDI gains could be eroded by the widening gap in indigenous skilled ICT manpower, writes Kokumo Goodie.

IN DEPTH

Kenya rolls out e-extension to improve agricultureKenya rolls out e-extension to improve agriculture

In a bid to curb the overwhelmed number of agricultural extension officers in Kenya, the ministry of agriculture is embracing technology with their introduction of E-Extension services, which are aimed at reaching out to over 7 million farmers annually.

COMPANY NEWS

VMware reports second quarter 2014 results

VMware, the global leader in virtualization and cloud infrastructure, today announced financial results for the second quarter of 2014.

New Sage ERP X3 version puts business information at your fingertips

Sage ERP Africa has announced the availability of Sage ERP X3 version 7, the latest version of its global business management solution for midsized companies. 

How the cloud can power entrepreneurship and urbanisation in Africa

Cloud computing is not only fundamentally changing the way business operates, it is also driving a new wave of job creation opportunities, says SAP Africa.