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The Kenyan Social Media Landscape:Trends and Emerging Narratives, 2020

B.Sc. Global Leadership and GovernanceM.Sc. Information Security

The Kenyan SocialMedia Landscape:Trends and EmergingNarratives, 2020

Paul WatzlavickThe Counselor for Public Affairs,U.S. Embassy, Nairobi“The United Statesis proud to supportSIMELab and theirgroundbreakingresearch intoKenyan socialmedia. The futureis digital, so that’swhere we needto be: generatinginnovative solutionsto global challengestogether.”

International Symposium on Social MediaUSIU-Africa, Nairobi / September 11-12, 2019“Use of digital media and social media are connectedto deep-rooting changes of citizens’ self-concepts”Prof. Dr. Martin Emmer (FU Berlin)(FromLefttoRight)Dr.GeoffreySikolia,Mr. Robert Alai, Ms. JulietKanjukia, Ms. Ivy Mungaiand Mr. Dennis Itumbi in apanel discussion on “SocialMedia and Governance”during the 2019 InternationalSymposium on Social ndi,Mr. David Gitari, Ms. LucyWamuyu and Martin Muliin a panel discussion on“Social MediaMainstreamversusMedia”during the 2019 InternationalSymposium

In this reportForeword.10Acknowledgements.12Key Discoveries in 2020.14Survey Sypnosis.161.Social Media Consumption among Kenyans.181.1.Social Media Use Among Kenyans in 2020.181.2.Trends and Emerging Narratives, 2020.191.3.Use of Social Media by Age.191.4.Use of Social Media by Gender.201.5.Use of Social Media by Geolocation .211.6.Use of Social Media by Level of Education .211.7.Use of Social Media by Income Levels in Nairobi.222.Issues Of Focus In The Use Of Social Media.233.Frequency Of Accessing Social Media.244.Devices Used To Access Social Media.255.Physical Location Of Accessing Social Media.266.Accessing Social Media Using Web Browsers or Mobile Apps.277.Daily Time Spent On Social Media.288.Following Brands Online.309.Time Of Day When Kenyans Access Social Media .3010.Online Harassment.3110.1. Online Harassment – Less Severe Forms.3110.2. Online Harassment – Severe Forms.3311.Use Of Pseudonyms.3412.Motivations For Using Social Media.3513.Motivations For Using Specific Social Media.3614.Reading of Online Blogs Among Kenyans.3714.1. Reading of Online Blogs by Gender.3814.2. Reading of Online Blogs by Geolocation.3814.3. Reading of Online Blogs by Income Levels in Nairobi.3914.4. Frequency of Reading Online Blogs.40

15.Online Discussions and Debates.4016.Online Misinformation, Disinformation and Fake News.4216.1.False, Incorrect or Inaccurate Information.4216.2. Information That Is Biased or Meant To Mislead Deliberately.4316.3. Fake News.4416.4. Negative News.4417.Social Media Data Mining and Analytics.4817.1.18.A Social Network Analysis of The #KomeshaCorona Hashtag.48Commentaries.5518.1. Misinformation and COVID-19.5618.2. Influencer Marketing and Consumer Behavior Post-COVID-19.5718.3. Social Media as a Cause of Hate speech?.5918.4. Social Media In The New Decade.6018.5. Harnessing Social Media Consumption in Fighting theCOVID-19 Pandemic Among the Youth.6218.6. Dealing with Pandemic Stigma: Social Media Usage DuringCOVID-19 in Kenya.6318.7. Social Media Fake News in Times of the COVID-19 Pandemic.6418.8. Trends in Social Media Marketing .6618.9. Social Media Addiction.6818.10. A Pandemic Conundrum: Social Media and Misinformation.7018.11. The Battle in Understanding Consumer Audiences.7018.12. Anonymity and Social Media.7218.13. Social Listening - What Can Brands Learn From OnlineConversations?.73SIMELab Team.75References.77

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020About SIMElab AfricaSIMElab Africa (Social Media Lab Africa) is an interdisciplinary Centerfor research in Big Data and Social Media Analytics Research Labhoused at USIU-Africa’s Freida Brown Innovation Center. SIMElabAfrica offers a research and development environment to USIUAfrica faculty and students, civil society and corporate businesses,and policymakers in Kenya and beyond. SIMELab is jointly funded byUSA Embassy in Nairobi and USIU-Africa.The Objectives of the SIMElab are to: Provide an annual status on social media consumption in Kenyaleading to an annual report; Conduct quarterly trainings on social media analytics toacademics and private sector in Kenya; Develop a monthly data repository on social media consumptionin Kenya; and Disseminate quality and reputable research through journal andconference publications.DisclaimerThe views and opinions expressed in this report are those of the authors and do not necessarily reflect officialposition of any specific organization or government.For more information, contactSIMElab Africa,simelabadmin@usiu.ac.ke 254 730 116 821Copyright SIMElab Africa, 2020; All Rights ReservedCitationWamuyu, P. K. (2020). The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020, SIMElab, Nairobi.https://www.usiu.ac.ke/assets/file/SIMElab The Kenyan Social Media Landscape report.pdf8

Ibrahim Hassan HudleA data collection assistantin Garissa County, takenduring data gathering onMarch 18, 2020

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020ForewordWelcome to the 2ndEdition of the SocialMedia Consumptionin Kenya Report. Socialmedia sites and appshave become the newhome where Kenyanfamilies,friends,influencers, brands, and bloggers convergemultiple times daily to share updates andcommunicate. This year, we highlight trendson social media use in Kenyans’ daily lives aswell as newly emerging narratives on onlinemisinformation, disinformation, and fake news,cyber harassment, social media use during theCoronavirus pandemic, Social Media Big DataMining and the challenges with social media.Social media usage patterns havechanged over the last one year, withFacebook users having decreased by6.8%, while the number of Snapchatusers increased by 17.3% and Twitterusers increasing by 13.4%. The surgein the use of IMO, Likee, Vskit,Telegram, and Vimeo as socialmedia channels among Kenyansshows a change in social mediausers’ priorities and interests amongdifferent demographic groups aspeople seek for ways to quickly checknews and spread useful information.Fake and negative news, false,incorrect, and inaccurate informationand information that is biased ormeant to mislead deliberately have10become common on social media andmany Kenyans are likely to share thesame intentionally or unintentionally.Online harassment is also commonand takes on many incarnations onsocial media with the aim of causingemotional distress to real or imaginaryfoes. Even though most Kenyansaccess social media using mobileapps, privacy concerns have madea good percentage of users accesssocial media using mobile browserswhich are presumed to offer moreprivacy features than standalonemobile apps.Even though the cost of internet inKenya is considered to be among thecheapest in Africa, the average cost

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020of access has remained relativelyhigh, making social media accessgenerally unaffordable to manyKenyans. This could be the reasonwhy 54.3% of the people living inurban areas access social mediafrom the free public hotspots,while 46.1% of the people livingin rural areas access social mediafrom the cyber cafés and most ofthe people more than 25 years oldaccess social media from offices.Kenya has a robust bloggercommunity with hundreds ofactive bloggers and a variety ofstimulating blogs on food,entertainment, sports, and travel.Online discussions and publicdebates using social media andapps have also become part of thedaily life of many Kenyans. Onlinesocial media debates amongKenyans are known to influenceindividual attitudes and behaviorsin relationships, politics, fashion,and how audiences engage withbrands.On opportunities and challengeswith social media, we havereviews and research articles onanonymity and self-disclosure,social media addiction, hatespeech, and a journey to thefuture of social media sites andapps. We also have an article onsocial media big data miningon Twitter. Organizations aretrawling social media sites insearchofinformationtheycan use for purposes of properdecision making. This is “SocialMedia mining”, the process ofrepresenting, analyzing, andextracting actionable patternsfrom social media data todraw conclusions about thepopulations of the users.Patrick Kanyi Wamuyu, Ph.D.SIMElab Coordinator11

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020AcknowledgementsIn developing the Kenya Social Media Consumption Report 2020, SIMElabreceived invaluable collaboration and input from key partners as listed below.The U.S.A Marafiki, Kenya jointly with USIU-Africa provided the fundingto setup the SIMElab Africa at USIU-Africa in 2018 and has continued tofinancially support the activities of the SIMElab.NRF/1/MMC/418Data Collection AssistantsWe would like to single these individuals who worked tirelessly duringdata collection phase of the projectMr. Anthony KiingatiMr. Jacktone MomanyiMs. Diana MesoDr. James KarimiMr. David LomoywaraMr. James MonchoiMr. Ernest MwanziMs. Maribor Liza OrreMs. Faith MudanyaMr. Martin WaguraMr. Ibrahim Hassan HudleDr. Quin AwourMs. Irene OgutuMs. Risper NdiranguMs. Immaculate TallamMs. Susan MuchaiCommentariesMs. Ashleigh JacobsMs. Immaculate TallamMr. Augustine KihikoMr. Japheth MursiMr. Brian KisukeMr. Kelvin Jonck,Mr. David LomoywaraMs. Kristina SuttonMr. Ernest MwanziProf. Dr. Martin EmmerDr. Geoffrey SikoliaProf. Melissa TullyTechnical SupportMs. Brenda OdhiamboDr. Gabriel OkelloMr. Lawrence OkayoMs. Taigu MuchiriDesign, Layout and ProductionTonn Kriation12

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020Key Discoveries in 2020in favor of6.8%decrease in number ofFacebook users amongKenyansKenyan youthhave abandonedFacebook63%23.3%61%prefer to access social mediathrough their mobile browsersrather than using mobile appsKenyan men usepseudonyms onTwitter54.3%people living inurban areas accesssocial media frompublic hotspots1467%61%while46.1%people living inrural areas accesssocial media fromcyber cafés

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 202043%83.5%of LinkedIn usersonly access it forless than thirtyminutes daily.Kenyans who have comeacross fake news and arelikely to have shared it78Snapchat usershave increased33Twitter usershave increased%byfollow and interact withbrands on social media%have experiencedonline harassment47.7%use fictitious names whenaccessing social media17.7%by14.3%86.9%read online blogsKENYANS HAVE LEARNED TO RELYON SOCIAL MEDIA REVIEWS ANDBLOGS TO MAKE THEIR DECISIONS15

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020Survey SypnosisThe Kenyan Social Media Landscape:Trends and Emerging Narratives, 20209 740respondentsaged between 14 & 55yrs17counties‘‘The use ofsocial mediahas generateda lot of marketand academicresearch overthe years asresearchers tryto synthesizeacceptance,appropriation,and adoptionof socialnetworking sitesand apps.’’Over the years, social media sites andapps have created opportunities forpeople to stay connected to familyand friends and have enhanced thepossibilities of making new friendsfrom every corner of the world. Socialnetworking sites have emerged asimportant communication channelsused by individual consumers tocreate content, distribute materials,share ideas, express opinions, and useinformation and knowledge. Withmillions of daily active users, socialmedia have become essential toolsfor organizations as they enhancecollaboration, knowledge sharing, andincrease productivity among workers.The use of social media has generateda lot of market and academic researchover the years as researchers try tosynthesize acceptance, appropriation,and adoption of social networkingsites and apps. Interactions facilitatedby social media have become anintegral part of many Kenyans’ dailylives for telling their stories andsharing narratives.The report draws from a nationallyrepresentative survey of social mediaconsumptionpatternsamongdifferent demographic segments,conducted between February andMarch 2020. The survey sampled9,740 respondents aged between 14and 55 from 17 counties drawn fromKenya’s former eight administrativeprovinces – Nairobi, Coast, Central,Western, Nyanza, Eastern, Rift Valley,and North Eastern.From the 9,740 sampled, 9,728questionnaires were fully answered –representing a health response rate16of 99.9%. To provide a comparativeanalysis, a proportional number ofcounties were selected form eachprovince. The counties with thehighest access to the Internet in eachprovince, as per the data releasedby the Kenya National Bureau ofStatistics (2016) were selected.The 20 counties selected were Nairobi(Nairobi Province), Mombasa andTaita Taveta (Coast), Meru, Embu,Makueni, and Marsabit (Eastern),Bungoma and Kakamega (Western),Mandera and Garissa (North Eastern),Trans Nzoia, Kajiado, Kericho, Turkanaand Baringo (Rift Valley), Kisumu andKisii (Nyanza), and Nyeri and Kirinyaga(Central). Relatedly, the samplesize per county were as follows:Mombasa (n 598); Taita Taveta(n 589); Bungoma (n 596); TransNzoia (n 586); Nyeri (n 642); Turkana(n 362); Kisumu (n 505); Kirinyaga(n 656); Embu (n 575); Garissa(n 393); Kajiado (n 559); Kakamega(n 550); Kericho (n 580); Kisii (n 589);Makueni (n 598); Marsabit (n 304)and Nairobi (n 1,058). Due to COVID-19lockdown and curfew, it was notpossible to collect data in the countiesof Mandera (n 0); Meru (n 0); Baringo(n 0)From the selected counties, oneurban and one rural location withInternet penetration (as per KNBS2016) report were selected for datacollection. The locations selected fordata collection except Nairobi wereas follows: Mombasa (MombasaTown and Changamwe); Taita Taveta(Mwatate and Wundanyi); Bungoma(Bungoma Town and Kanduyi); Trans

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020Nzoia (Kitale Town and Kiminini);Nyeri (Nyeri Town and NaroMoru); Turkana (Lodwar); Kisumu(Kisumu City and Nyando);Kirinyaga (Kerugoya, Sagana,and Kagio); Embu (Embu Townand Siakago); Garissa (Garissatown and Balambala); Kajiado(Kajiado Town and Loitokitok);Kakamega (Kakamega Town andShinyalu); Kericho (Kericho Townand Londiani); Kisii (Kisii Town andNyamache); Makueni (Wote andKibwezi); and Marsabit (MarsabitTown and Laisamis). However,since there is no distinctionbetween urban and rural areas inNairobi, the capital city was subdivided according to the socio-economic demographics used bythe KNBS as follows: lower income,middle income, and high income.Specifically, for lower-income, thedata were collected in (Mathare,Kangemi, Kawangware, MukuruKwa Njenga, Mukuru Kwa Reuben,Laini Saba, Korogocho, Kariobangi,Dandora, Kayole, and Kiamaiko.For middle-income, the data werecollected in Parklands, Highridge,Mountain View, Lang’ata, SouthC, Nyayo Highrise, Nairobi West,Woodley,Westlands.Umoja,Imara Daima, Savannah, andEastleigh and Westlands. Runda,Kitisuru, Kileleshwa, Muthaiga,Karen, and Kilimani representedhigh-income neighborhoods.Map 1:Data colletion sitesMakueni17

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 20201.Most used social media appsCurrently, there are many social media sites and apps dedicated to socialnetworking. In today’s digital age, most relationships are often begun anddeveloped on social media sites and apps. Social media users create a publicor semi-public profile and connect with other users within a bounded system.Social media sites and apps is the new home where families, friends, influencers,brands and bloggers converge multiple times daily to share updates andcommunicate.1.1.89%81.7%58.4%Figure 1:Use of SocialMedia in KenyaSocial Media Consumption among KenyansSocial Media use among Kenyans in 2020Outside the corporate world, few people had used Microsoft Teams or Zoom inKenya. However, with COVID-19 pandemic, these video conferencing and webconferencing platforms are now common vocabulary among ordinary citizens.Similarly, we find new types of social media being accessed locally that did nothave much following before including TikTok, IMO, Likee, Vskit, Telegram andVimeo. In terms of the most used social media among Kenyans, just as it waslast year, WhatsApp (89%), Facebook (81.7%) and YouTube (51.6%), are still thetop three most used social media. However, while the number of WhatsAppusers have increased marginally in 2020, the number of Facebook users havedecreased by 6.8%. Worth mentioning is the new entrants to the top ten mostused social media in Kenya which now include TikTok (8.8%), Telegram (15.5%)and Facebook Messenger (37.4%). The other mostly used social networking sitesand apps are shown in Figure 1. Twitter and Snapchat users have increased by6.3%, and 4.4% respectively in erestVimeo186.0%2.2%Facebook usershave decreased by6.8% in 2020

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 20201.2.Trends and Emerging Narratives, 2020With the uptake in visual content consumed from social mediabecoming highly popular, there is a surge in penetration and acceptanceof other less commonly known social media sites and apps in Kenya.Figure 2 shows a comparison in the number of early users of these socialnetworking sites and apps among the survey respondents.Figure 2:Social Media social networkingsites and apps gaining inpopularity among KenyansIMO69%15%LikeeVskit6%WeChat6%Google Duo4%1.3.Use of Social Media by AgeCould it be that the youth in Kenya are beginning to abandon Facebookin favor of Snapchat, TikTok, and Instagram? From Figure 3 on the nextpage, Snapchat, TikTok, and Pinterest are much more likely to be usedby users who are 14-20 years old, while the social media users who are 2125 years old use Instagram, Snapchat, and Telegram. Social media userswho are 26-35 years old are more active on the professional networkLinkedIn, Skype, and Twitter. This is the age group where many peopleseek to establish their careers. 36-45 year-olds mostly use Facebook andWhatsApp, 26-35-year olds use LinkedIn and Skype while those 45 yearsand above use WhatsApp and Skype. Instagram and Snapchat are thesocial media social networking sites and apps of choice for most of the21-25 year-olds, who are the most active age group on social media in2020, unlike in 2019 where the most active age group was 26-35 years old.19

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020Figure 3:Use of Social Media by Age26-35 yrs old are moreactive on theprofessional networksLinkedIn, Skype, This is the age groupwhere many peopleseek to establishtheir 0.345.041.045.144.750.04.23.85.00.014 - 2021 - 2526 - 3536 - 45PinterestTelegramA bo v e 45Skypeyears1.4.VimeoUse of Social Media by GenderKenyan men are more active in social media. As shown in Figure 4, menfrequently use Telegram (66.1%), LinkedIn (62.1%), and Skype (61.6%). The womenin Kenya are most active on Snapchat (61.9%), TikTok (53.6%) and Pinterest .053.655.360.0Facebook62.1%59.561.9%66.1men aremost activeon Telegram56.270.0women aremost activeon Snapchat61.6Figure 4:Use of Social Media by t10.020TelegramSkype0.0FemaleMale

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 20201.5.Use of Social Media by GeolocationA majority of Kenyans in the rural areas use Facebook Messenger (45.3%),Facebook (44.5%) and WhatsApp (44.2%), compared to a majority ofurban residents who use TikTok (67.9%), Vimeo (67.4%), and Pinterest(63.4%), as shown in Figure 5 below. There are several technologicalinfrastructures challenges in the rural areas which prevent the use ofhigh resource-demanding social media sites and apps. WhatsApp, andYouTube in rural areas could be attributed to being complementaryservices offered by the telecommunications service providers.Figure 5:Use of Social Media by Geolocationresidents use TikTok60.245.3whilerural residents useFacebook Messenger59.663.461.9Facebook% %of alUse of Social Media by Level of EducationFrom Figure 6 on the next page, the use of Facebook is more commonamong those with primary school and high school levels of education.Among those with a higher education level (undergraduate andgraduate), the most common social media platform is LinkedIn.21

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020In the primary school category, the preferred social media channels are Facebook,WhatsApp, and Vimeo. For the high school graduates, the most dominantplatform is Facebook (27.5%) followed by WhatsApp (26.7%) and YouTube is thirdwith (24.1%). However, among those with college-level education, FacebookMessenger is the most preferred (40.8%). The second most popular social mediaplatform among those with college-level education is Telegram (38.6%) followedby YouTube (38.3%). For the undergraduate category, the leading social mediaplatform in use is LinkedIn (41.4%) followed by Pinterest (40.7%). Skype is themost used social media among those with masters and doctorate level degrees(14.9%) followed by LinkedIn (12.6%) and Twitter (9.5%). Overall, there is heavy useof social media among those with college-level education, while the least usageof social media is among the primary school graduates.Figure 6:Use of Social Media by Education41.4% ofundergraduatesuse kMessengerHighSchoolCollegeGraduateUndergraduate PostgraduateSkypeUse of Social Media by income levels in NairobiIn Nairobi, the majority of residents, by population, live in urban slums. Thus,those who live in informal settlements or the low-income residential areas useFacebook (33.9%), WhatsApp (24.1%), and Vimeo (19.2%) as their social mediaplatforms of choice as indicated in Figure 7. The middle-income residents ofNairobi mostly use Telegram (48.6%), Skype (48.4%), and TikTok (45.0%). Thehigh-income Nairobi residents mostly use LinkedIn (55.2%), Vimeo (53.8%), andSnapchat (50.8%).22

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020Figure 7:Use of Social Media by income levels in 4.1% oflow-incomeresidentsuse 60.0Skype0.0LowMiddleHigh2. Issues of focus in the use of social mediaMost Kenyans are using social media for social issues, entertainment,education, jobs, politics, sports, religion, and environment and climatematter as shown in Figure 8. Facebook (64%), WhatsApp (80%), FacebookMessenger (30%), and Telegram (9.4%) are mostly used for social issues,while Instagram (27%), Snapchat (11%), YouTube (56%), TikTok (8%), Vimeo(1.4%), and Pinterest (4.2%) are frequently used for entertainment.LinkedIn (14%) and Skype (7%) are mostly used for job-related issueswhile Twitter (35%) is generally used for politics.23

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020Figure 8:Issues of Focus in the use of social media80.070.0Top 3 Social media apps mostlyused for entertainment ionSportsEnvironment &Climate3. Frequency of Accessing Social MediaMost of the social media users in Kenya access more than one site and applicationdaily, as indicated in Figure 9. The data on social media use shows that 91% ofWhatsApp users access the channel daily, with 8% accessing it weekly, while1% use it less often. Some 77% of Facebook users visit the site daily, 19% use theplatform weekly, while 4% say they visit the site less often. 67% of YouTube usersvisit the site daily, another 28% say they use it a few days a week, while 6% saythey use the video-sharing platform less often. More than two thirds (66%) ofSnapchat users are on the platform daily, with 28% who say they check in weekly,while 6% visit Snapchat less often than that. Some 68% of Twitter users visit thesite daily, another 26% say they visit a few days a week, while 6% say they checkTwitter less often. Some 67% of Instagram users visit the site every day, another26% say they use it a few days a week, while 6% say they use it less often.24

The Kenyan Social Media Landscape: Trends and Emerging Narratives, 2020Compared to the 2019 data, the number of Facebook daily users hasdecreased by 3.7% while the number of Snapchat users has increasedby 17.3%, Twitter users have increased by 13.4% and Instagram users haveincreased by 7.2%.Figure 9:Frequency of Accessing Social MediaFacebook100.091Twitter90.0In

The Kenyan Social Media Landscape: Trends and Emerging arratives, 020 10 Foreword Welcome to the 2nd Edition of the Social Media Consumption in Kenya Report. Social media sites and apps have become the new home where Kenyan families, friends, influencers, brands, and bloggers conver

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