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

MFS Africa to power cross-border xP2P services between MTN Mobile Money and M-Pesa in Africa

MFS Africa has announced that its mobile money hub (MFS Africa Hub) has been selected by telecom giants Vodafone and MTN to interconnect their respective M-PESA and MTN Mobile Money platforms in the East African region.  Read More

Airtel Kenya partners Medanta Africare for mobile healthcare

Airtel Kenya has joined hands with Medanta Africare to launch a new mHealth service that will allow customers access quality health advice from doctors through their mobile phones.      Read More

MTN Mobile Money and Vodafone M-Pesa to interconnect Mobile Money Services

Customers of MTN Mobile Money and M-Pesa in East Africa will be able to transfer money to each other following an agreement between MTN Group and Vodafone Group to interconnect their mobile money services. Read More

Mobile money a game changer

There has been massive drop in the number of unbanked, thanks to the boom of mobile money services, a new World Bank report shows.  Read More

Afrinvest unveils mobile app for online trading, investment management

Ayodeji Ebo, Charles Egbunonwo, Ike Chioke, Afrinvest and Tony Usidamen Afrinvest Securities Limited at the weekend launched an online equity trading mobile application, offering clients mobile access to their brokerage accounts and portfolio data.  Read More

Stanbic launches real time payments for electricity and DStv

Stanbic Bank Botswana has announced the introduction of state of the art, real-time electronic payments for Prepaid Electricity and DStv Subscription through its cellphone Banking and Internet Banking Channels. Read More

Safaricom readies to bring M-PESA home

Safaricom has started final preparations for the launch of the second generation of its M-PESA platform as it prepares to perform a full scale system upgrade aimed at improving efficiencies and speed over the next week. Read More

Airtel Money hits over 1 million transactions in a month

Airtel Ghana has attained another milestone with its instant mobile money service.  Read More

Online payment of BGCSE examination fees using Orange Money

The Botswana Examinations Council has announced its partnership with Orange Money for the payment of examination fees. Read More

Airtel Money enables fundraising for Garissa attack victims

Airtel Kenya has set up a donation paybill number for well-wishers to send funds to the Red Cross to support victims of the Garissa attack.  Read More

PRESS OFFICES

Sage ERP AfricaSAP AfricaSage Pastel AccountingTrust PayVMWareSamsung ElectronicsMitsumi DistributionPhoenix DistributionMTN BusinessSchneider ElectricMultichoiceMicrosoft 4Afrika

FEATURED STORY

e-commerce space untapped, says phonekings heade-commerce space untapped, says phonekings head

E-commerce is the future, says the head of a new online electronics mall launched in Nigeria. Tayo Olusanya spoke to Kokumo Goodie in Lagos.

IN DEPTH

Villagers get solar training at Barefoot College Villagers get solar training at Barefoot College

The Botswana Human Resource Development Council (HRDC) has seconded seven semi-illiterate mostly Ngwatle villagers for a six month solar electrification training course at the famed Barefoot College in India.