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

Tigo Pesa returns TZS 3bn to customers

Tigo Tanzania has announced the first of its regular quarterly payments worth 3bn/- (US $ 1.8 million) to Tigo Pesa users.  Read More

Safaricom launches M-PESA mobile financial journal

Safaricom has announced the launch of M-Ledger, an Android based application that provides subscribers on the company’s network with a simple and easy to use financial journal to track and monitor their M-PESA transactions.  Read More

Airtel, Access Bank strike Access Money deal

Access Bank Plc has collaborated one of Nigeria’s leading telcos, Airtel to develop and launch a new mobile money service. Read More

Microsoft, Opera Software to extend Opera Mobile Store to more Nokia phones

Opera Mobile Store will replace Nokia Store as the default app store for Nokia feature phones, Symbian and Nokia X smartphones, following an agreement between Opera Software and Microsoft. Read More

Mobile transaction users to hit 2bn by 2017

A new report from Juniper Research has found that just over 2 billion mobile phone or tablet users will make some form of mobile commerce transaction by the end of 2017, up from 1.6 billion this year. Read More

Zero-rating key to customer acquisition - Airtel Africa

Making OTT services such as Facebook and WhatsApp available for free on mobile networks - or so-called “zero-rating” - is a key part of customer acquisition, according to Willie Ellis, head of products and innovation at Airtel Africa. Read More

Airtel to offer insurance cover for iPhone 6 and iPhone 6 Plus

Airtel has announced that it will offer a 2-year insurance cover to its customers who purchase iPhone 6 and iPhone 6 Plus in any of its designated outlets in Kenya.   Read More

EcoCash-Western Union link up

The Western Union Company, a leader in global payment services, and Zimbabwe’s leading mobile money service provider, Econet Wireless, have teamed up to offer consumers fast and reliable international money transfers. Read More

Mobile money services must innovate to be sustainable - Tigo

Mobile money services must continually be innovating if they are to make their business sustainable in the long-run, according to Diego Gutierrez, general manager of Tigo Tanzania. Read More

Mobile money operators must take holistic approach – panel

Companies launching mobile money services were urged by panelists at AfricaCom in Cape Town to approach the market strategically and holistically if they are to be sustainable.   Read More

PRESS OFFICES

Sage ERP AfricaSAP AfricaSage Pastel AccountingTrust PayVMWareSamsung ElectronicsMitsumi DistributionPhoenix DistributionMTN BusinessSchneider ElectricMultichoice

FEATURED STORY

GSMA: half a billion mobile subscribers in SSA by 2020GSMA: half a billion mobile subscribers in SSA by 2020

The number of unique mobile subscribers in Sub-Saharan Africa will pass the half billion mark in 2020, says a new GSMA report.

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.