Social Media Consumption In Kenya: Trends And Practices
Social MediaConsumption in Kenya:Trends and PracticesU.S. Embassy Nairobi
Social MediaConsumption in Kenya:Trends and Practices
Kenya is refereedas the “SiliconSavannah” andmost of the Kenyansuse various socialmedia platforms toconnect with oneanother, engagewith news content,share informationand entertainthemselves. Areyou one among themany?Jackstone Momanyi(right), a member of theSIMElab data collectionteam interacts withresidents of Banisa inMandera County duringdata collection exercise onDecember 29, 2018.
Former U. S. Ambassadorto Kenya Mr. Robert F.Godec during the officiallaunch of the Lab on April5th, 2018.
“Social mediaconnects us, butcan also makedividing us easier”- Ambassador Robert F.Godec speaking at USIUAfrica on April 5th, 2018.
Former U. S. Ambassadorto Kenya Mr. Robert F.Godec cuts the tapeto officially open theSIMElab on April 5th,2018. He is flanked byUSIU-Africa ChancellorMr. Manu Chandaria (left)and the USIU-Africa ViceChancellor Professor PaulZeleza (center).
IN THIS REPORTReport HighlightsForwardAcknowledgementExecutive SummaryTop Social Media Trends in KenyaSocial Media Use in Political ParticipationHow social media and Internet consumption research can improve the life of KenyansSocial Media and Cyber SecuritySocial Media and Learning – The Missing PieceSocial Media and PoliticsKenyan BlogosphereInfluencer Marketing: A New Dawn in the World of MarketingFlying SocialFootprints of cyberbullying in Kenyan universitiesSocial Media in Non-Profit SectorData mining in Social MediaSocial Media and Civic Engagement in KenyaTwitterCrazy: Reimagining civic participation in KenyaA photo of Banisa-ManderaRoad taken during datagathering on December29th, 2018.
About SIMElab AfricaSIMElab Africa (Social Media Lab Africa) is a Social Media Consumption andAnalytics Research Lab housed at USIU-Africa’s Freida Brown InnovationCenter. SIMElab Africa offers a research and development environment toUSIU-Africa faculty and students, civil society and corporate businesses, andpolicymakers in Kenya and beyond. SIMELab is jointly funded by USA Embassyin Nairobi and USIU-Africa.The Objectives of the SIMElab are:1. To provide annual status on social media consumption in Kenya leading to anannual report2. To conduct quarterly trainings on social media analytics to academics andprivate sector in Kenya3. To develop a monthly data repository on social media consumption in Kenya4. To disseminate quality and reputable research through journal and conferencepublications
Forewordnews organizations, forums, mailing lists, newsgroups,social question and answer sites(e.g. Quora,), userreviews (e.g. Yelp, Amazom.com) and location-basedsocial networks (e.g. Foursquare).Welcome to this year’s edition of the Social MediaConsumption in Kenya Report. Social Media includeSMS-based messaging platforms (e.g. WhatsApp,FB Messenger, WeChat), blogging platforms ( e.g.WordPress, Blogger), social networking sites (e.g.Facebook, LinkedIn, Xing), Microblogs (e.g. Twitter,Tumblr), community media sites (e.g. Instagram,Snapchat, Flickr, YouTube, Dailymotion), wiki-basedknowledge sharing sites (e.g. Wikipedia), Socialnews aggregation sites and websites of news media(e.g. Buzzfeed, Huffingtonpost, Tuko News), SocialBookmarking sites (e.g. del.icio.us, Digg), social curationsites (e.g. Reddit, Pinterest) and websites by traditional10Social Media Consumption in KenyaSocial Media have revolutionized how individuals,communities and organizations create, share andconsume information. Social networks have alsohelped people to communicate, breaking downthe geographical barriers which restricted instantcommunication thus permitting successful socialmedia-facilitated collaboration. However, many socialmedia users are also faced with emerging challengesassociated with the dark side of social media use.These include ethical and privacy violation issues, dataabuse and misuse, credibility of social media content,hate speech, fake news and bot-driven interactions.Social media has also been associated with social andeconomic ills including family disintegration, dentedreputations and facilitation of terrorism.Despite the increase in popularity of social networkingsites and related digital media, there is limited data andstudies on consumption patterns of the new media bydifferent global communities. Guided by its mandate ofusing Social Media for the good of the society, SIMElabAfrica set out to fill this research gap by conducting abaseline survey on Social Media consumption in Kenya.The Lab is also involved in Social Media analyticsincluding sentiment analysis, emotion analysis, socialnetwork analysis and sarcasm detection.
AcknowledgmentIn developing the Social Media Consumption in Kenya Report., SIMElab received invaluable collaboration and inputfrom key partners as Listed below:U.S. Embassy NairobiUSIU-AfricaThe U.S. Embassy Nairobi jointly with USIU-Africaprovided the funding to setup the SIMElab Africa atUSIU-Africa in 2018 and has continued to financiallysupport the activities of the SIMElab.We recognize the assistance provided by the CountyCommissioner Mandera County, Kutswa Olaka, who didfacilitate data collection in Mandera Central and Banisa,Mandera County.We would like to single out individuals who workedtirelessly during data Collection phase of the project Sharon Mwavaga Odanga Joyce Wangeci Kiambi Rachael Ngina Mboya Martin Wagura Risper Wanjiru Ndirangu Simon Gitonga King’ori Jackton Momanyi Shadrak Wafula Jeremiah Neyole Melvyn Ndungú Edith Biketi Ronald Kale Gregory Oriwa Susan Muchai David Lomoywara Nasteha H. Hussein Mohamed Nasteha Hassan Ibrahim Abdigafar Ahmed Abdullahi Rachael Gachanja Alice Njeri Gabriel OkelloCommentaries1. Martin Emmer, Freie Universität Berlin2. María Arnal Canudo, Georgetown University3. Bright G. Mawudor, Head of Cyber SecurityServices (MEA)4. Craig Blewett, University of KwaZulu-Natal5. Martin N. Ndlela, Inland Norway University ofApplied Sciences6. Patrick Kanyi Wamuyu, USIU-Africa7. Frecia Mbugua, Digital & Reputation Analyst,Nendo8. Harriet Luyai, Manager Digital Marketing, KenyaAirways9. Joshua Rumo, USIU-Africa10. Caroline Khamala, AMREF Health Africa11. Japheth Mursi, University of KwaZulu-Natal12. Abraham Kiprop Mulwo, Moi University13. Joyce Kabue, Communications and EventsSpecialist - East Africa Energy Program with RTIInternational, MCom Student, USIU-AfricaDesign layout and production:Tonn KriationSocial Media Consumption in Kenya11
HighlightsMajority ofKenyans useTop three motivations behindusing Social Media88.5%31%Acquiring information (news,knowledge, exploration)28%Entertainment and pleasure(emotional experiences)88.6%24%Social interactions
Majority ofKenyans: Access Social media using mobilephones, but most of the peopleliving in rural areas still use cybercafé to access social media. Use their social media at night. Read Entertainment, Education andBusiness Blogs.More than 66% of Kenyans haveparticipated in an online debate usingsocial media platforms.Most Kenyans aged between 21-35years spend more than 3 hours onsocial media dailyWhile most Kenyans use social mediato stay in touch with others, the mainreason most Kenyans are active onsocial media is for news, politics andentertainment.Social Media Consumption in Kenya13
Social Media Use in Kenya: Trends and PracticesSocial media has become a key aspect in Kenyanpublic discourse, facilitating online discussions while atthe same time being a key subject of scholarly, sociocultural, economic and political debates. The ICTsector in Kenya has grown rapidly since Internet wasfirst launched in the early 1990s. Currently, Kenya isdescribed as the Silicon Savanah owing to its dynamicICT sector that has seen the development of globallyacclaimed applications such as M-Pesa and Ushahidi.Nigeria, Egypt, and Kenya lead the ranking of Internetaccess among the African countries. Data released bythe Communications Authority of Kenya (CAK) indicatethat by December 2018, the total Internet subscriptionin Kenya stood at 45.7 million (CAK, 2019). The vastmajority of them accessed the Internet via mobilephones.The proliferation of internet-enabled mobile devices hasled to the rapid development of social networking sites,resulting in a continued reconfiguration of ways in whichindividuals or groups access and use social mediaplatforms. Nevertheless, little is known on how differentsocial media platforms are relevant to diverse groups ofpeople in Kenya based on demographics such as age,gender, education level, marital status, religion affiliationand geographical location. This report addresses thisresearch gap.This report draws from a nationwide survey ofsocial media consumption patterns among differentdemographic segments, conducted between December2018 and March 2019. The survey sampled 3,269respondents aged between 14 and 55 from eightcounties drawn from Kenya’s former eight administrativeprovinces – Nairobi, Coast, Central, Western, Nyanza,Eastern, Rift Valley and North Eastern. From the 3,269sample, 3,166 questionnaires were fully answered– representing a health response rate of 96.9%. Toprovide a comparative analysis, the county with thehighest access to Internet in each province, as per thedata released by the Kenya National Bureau of Statistics14Social Media Consumption in Kenya(2016) was selected. The eight counties selected wereNairobi (Nairobi Province), Mombasa (Coast), Meru(Eastern), Bungoma (Western), Mandera (North Eastern),Trans Nzoia (Rift Valley), Kisumu (Nyanza), and Nyeri(Central). Relatedly, the sample size per county were asfollows: Mombasa (n 240); Bungoma (n 240); TransNzoia (n 398); Nyeri (n 546); Mandera (n 183); Kisumu(n 199); Meru (n 220); and Nairobi (n 1,140).From the selected counties, one urban and one rurallocation with Internet penetration (as per KNBS 2016)report were selected for data collection. The locationsselected for data collection except Nairobi were asfollows: Central (Nyeri Town and Naro Moru); Coast(Mombasa City and Changamwe); Eastern (MeruTown and Kathera); North Eastern (Mandera Town andBanissa), Nyanza (Kisumu City and Nyando); Rift Valley(Kitale Town and Kiminini); and Western (Bungoma Townand Kanduyi). However, since there is no distinctionbetween urban and rural areas in Nairobi, the capitalcity was sub-divided according to the socio-economicdemographics used by the KNBS as follows: lowerincome, lower middle income, middle income, and highincome.Specifically, for lower income, the data was collectedin (Mathare, Kangemi, Kawangware, Mukuru KwaNjenga, Mukuru Kwa Reuben, Laini Saba, Korogocho,Kariobangi North, Dandora I through V, Kayole andKiamaiko. For lower middle, the data was collected inUmoja I through III, Kariobangi South, Imara Daima,Riruta, Githurai, Kahawa West, Zimmerman, Mwiki,Kasarani, Njiru, Ruai, Komarock, Savannah, andEastleigh. In middle income, the neighborhoodswere Parklands, Highridge, Mountain View, Lang’ata,South C, Nyayo Highrise, Nairobi West, Woodley, andWestlands. Runda, Kitisuru, Kileleshwa, Muthaiga,Karen, and Kilimani represented high incomeneighborhoods.
DisclaimerThe views and opinions expressed in this reportare those of the authors and do not necessarilyreflect official position of any specific organization orgovernment.For more information, contactSIMElab Africa,Simelabadmin@usiu.ac.ke 0730116821Copyright SIMElab Africa, 2019; All Rights ReservedSocial Media Consumption in Kenya15
Social Media Use in Kenyamost used social media is YouTube (51.2%) followed byGoogle (41.3%). Both LinkedIn and Snapchat are theleast popular in Kenya at 9.3% and 9.0% respectively.Table 1 and Figure 1 below capture a snapshot in theuse of nine social media platforms by Kenyans. Assuch, the vast majority of Kenyans almost equally useWhatsApp (88.6%) and Facebook (88.5%). The thirdTable 1: Use of Social Media in KenyaType of Social .3%Google 41.3%Yahoo18.6%Figure 1: Use of Social Media in Kenya0%1610%20%Social Media Consumption in Kenya30%40%50%60%70%80%90%100%
Top Social Media Use TrendsSocial Media Use by AgeFrom Figure 2 below, the most active age group onsocial media is 26-35 years, while the least active arethose aged above 46 years. Facebook is mostly usedby 26-35 years (34.6%) and least used by 46 yearsand above (4.6%). Twitter is mostly used by thoseof 26-35 years (39.3%) and least used by 46 yearsand above (4.8%). When it comes to WhatsApp, it isalso commonly used by Kenyans aged 26-35 years.Instagram is most used by 21-25 years at 38.7% andleast used by those beyond 46 years (2.8%). Similarly,Snapchat is also mostly used by those aged 21-25years (38.7%). YouTube is most used by 26-35 years(34.1%) and least used by 46 years and above. LinkedInis most used by 26-35 years (43.7%) and least used by46 years and above. Email is most used by 26-35 years(35.8%). Google is most used by 26-35 years (34.1%).Turning to Yahoo, it is mostly used by 26-35 years(43.0%). Generally, those aged between 26 and 35years use Facebook, WhatsApp, Instagram, YouTubeand Google almost equally. Overall, those agedbetween 14 and 20 years highly prefer Snapchat, whileKenyans who are of 21-25 years mostly like Instagram.When it comes to those aged 26-35 years, LinkedIn istheir most popular platform. Yahoo and WhatsApp arethe most popular among those aged 36-45 years and46 years and above respectively.Figure 2: Use of Social Media by %10.00%5.00%0.00%14 - 20 yearsFacebookTwitter21 - 25 yearsWhatsAppInstagram26 - 35 yearsSnapchat36 - 45 yearsYouTubeLinkeIn46 years and aboveGoogle YahooSocial Media Consumption in Kenya17
Use of Social Media by GenderThe male in Kenya are generally more active in socialmedia platforms compared to the females (see Figure3 below). They lead in all the social media platforms asactive users. The male highly use Yahoo (61.9%) andTwitter (67.0%) more as social media platforms. Theyuse Snapchat the least as a social media platform. Thefemale in Kenya are most active in Snapchat (47.5%).They are almost equalizing the male in Snapchat as asocial media platform although the male (52.5%) areslightly above them. The female least use Twitter as asocial media platform. It is striking that while the menuse Twitter the most, the female uses it the least and thevice versa is true when it comes to the use Snapchat.Figure 3: Use of Social Media by FacebookFemaleTwitterWhatsAppMaleInstagramUse of Social Media by Education LevelFrom Table 2 below, the use of Facebook is morecommon among those with high school and collegelevels of education. Among those of higher educationlevel (undergraduate and graduate), the most commonsocial media platform is LinkedIn. In the primary schoolcategory, Facebook tops (8.5%) followed by WhatsAppand Google each with 7.1%. Turning to high schoolgraduates, the most prevalent platform is Facebook(34.5%) followed by YouTube (32.3%). WhatsApp isthird with (31.4%). However, among those with collegelevel education, Yahoo is the most preferred (46.0%).18Social Media Consumption in KenyaSnapchatYouTubeLinkeInGoogle YahooThe second is Google (43.4%) followed by e-mail(43.1%). Other popular platforms under this categoryare WhatsApp (40.6%), Instagram (40.4%), andSnapchat (40.0%). For the undergraduate category, theleading in use is LinkedIn (36.8%) followed by Twitter(32.1%). Similarly, LinkedIn is the mostly used amongthose with MA or doctorate degrees (19.5%). Cominga second distant is e-mail (6.6%) followed by Twitter(6.4%). Overall, there is heavy use of social mediaplatforms among those with college-level education,while the least are primary school graduates.
Table 2: Use of Social Media by EducationSocial MediaTypePrimary School High SchoolGraduateGraduateCollege Level Undergraduate (firstdegree graduate)Graduate (MA &Ph.D.) .4%19.0%3.8%2.3%18.2%46.0%27.3%6.3%Figure 4: Use of Social Media by %15.00%10.00%5.00%0.00%Primary schoolgraduateFacebookTwitterHigh schoolgraduateWhatsAppCollege levelInstagramSnapchatUse of Social Media by Religion AffiliationGenerally, Protestants are the heaviest consumers ofsocial media in Kenya (see Table 3 and Figure 5 below).They are followed by those who profess Roman Catholicfaith. As Table 5 and Figure 5 show, Hindu rarely usesocial media platforms. Among the Protestants, themost popular platform is LinkedIn (52.4%) followedclosely by Facebook (48.7%) and Yahoo (48.5%).Snapchat is the least common among the Protestants.Kenyans of Roman Catholic faith mostly use LinkedInUndergraduate (firstdegree) graduateYouTubeLinkeInGraduate levelGoogle Yahoo(34.1%) followed in second place by Twitter (31.7%).Coming third is Instagram (30.2%) and Google isfourth with 30.0%). While Hindus aren’t frequent usersof social media, interestingly they mostly use Snapchat(5.3%) followed by Yahoo (2.4%). Similarly, Snapchat isthe most common among Muslims (23.7%), followedby Twitter (18.0%) and YouTube (16.8%). Those withoutreligion or denomination, they mostly used Snapchat(11.8%), Instagram (7.9%), and Google (7.7%).Social Media Consumption in Kenya19
Table 3: Use of Social Media by ReligionSocial MediaTypeHinduMuslimProtestantRoman CatholicNo Religion 8%13.8%46.7%30.0%7.7%2.4%14.5%48.5%28.5%6.1%Figure 5: Use of Social Media by hatUse of Social Media platforms by Geo-LocationThere is a diverse difference in social media preferenceamong the rural and urban population in Kenya.Majority of the Kenyans in the rural areas use Facebook,WhatsApp and Google platforms as compared to amajority of urban residents who use LinkedIn, Snapchat,Instagram and Twitter as shown in Figure 6 below.20Social Media Consumption in KenyaYouTubeRoman CatholicNo religion ordenominationLinkeInGoogle EmailYahooThere are a number of infrastructure less developedtechnological infrastructures in the rural areas whichprevent use of high resource demanding social mediaplatforms such as the Snapchat and Instagram. The useof Facebook, WhatsApp and YouTube in the rural areascould be attributed to free complementary servicesoffered by the telecommunications service providers.
Figure 6: Social Media Use by stagramSnapchatUse of Social Media platforms by Income levels inNairobiIn Nairobi, the majority of Kenyans live in urban slums.Thus, those who live in informal settlements of lowincome use Facebook and WhatsApp as their socialmedia platforms of choice as indicated in Figure 7YouTubeLinkeInGoogle Yahoobelow. The middle income residents of Nairobi mostlyuse LinkedIn, Twitter, Yahoo and Snapchat. However,the lover-middle income population in Nairobi useYouTube, Instagram and WhatsApp. High incomeNairobians mostly use Snapchat.Figure 7: Social Media Use by Income in 5.00%10.00%5.00%0.00%Low IncomeFacebookTwitterLower Middle IncomeWhatsAppInstagramMiddle IncomeSnapchatYouTubeMiddle High IncomeLinkeInGoogle YahooSocial Media Consumption in Kenya21
Issues of Focus in the Use of Social MediaMost Kenyans are using social media platforms forentertainment, education, job related and social issuesas shown in Figure 8. Google (57.1%) is the mostlyused social media platform for educational issues, whileYouTube (74.4%) is commonly used for entertainment.WhatsApp is mostly used for family (40.0%) and socialissues (49.3%). LinkedIn is mostly used for job relatedissues (61.9%) and education matters (42.1%)Figure 8: Issues of Focus in Using Social ental Frequency of Accessing Social MediaMost Kenyans access all the social media platformsdaily as indicated in Figure 9. The highest social mediaplatforms accessed daily are WhatsApp and Facebook.22Social Media Consumption in KenyaJob ssuesSportsIssuesSnapchatYouTubeLinkeInGoogle YahooThe social media platform highly accessed weekly isTwitter followed by LinkedIn. By monthly, it is LinkedInfollowed by Yahoo.
Figure 9: Frequency of Accessing Social klyWhatsAppInstagramSnapchatDevices Used to Access Social MediaMobile phone is the mostly used device to access all thesocial media platforms. LinkedIn and Yahoo are mostlyaccessed from the laptop and desktop. FacebookMonthlyYouTubeGoogle LinkeInYahooand WhatsApp was the mostly accessed social mediaplatform by the mobile phones as shown in Figure 10below.Figure 10: Devices used in Accessing Social cebookTwitterWhatsAppUsing laptopInstagramSnapchatUsing desktopYouTubeLinkeInGoogle YahooUsing mobile phoneSocial Media Consumption in Kenya23
Location in Accessing Social MediaFrom Figures 11 and 12 below, most Kenyans havetransitioned from the cyber café into the mobile age,hence most people browse their internet at home.However, a majority of Kenyan in the rural areas andthose living in low income urban areas still value anduse the services of a cyber café. Most urban populationalso access their social media from the offices and thepublic WiFi. This could be attributed to the fact thatmost of the people living in urban areas are working inoffices and the availability of open public WiFi hotspotsin eating places, malls and learning institutions. CyberCafé are predominantly used to access the governmentservices (e-citizen, e-government services).Figure 11: Physical Location of Accessing Social MediaHomePublic free Wi-FiOfficeCyber cafe0%10%30%20%40%50%60%Figure 12: Geo-Location in Accessing Social 0%RuralCyber cafe24Social Media Consumption in KenyaUrbanHomeOfficePublic fre Wi-Fi70%
Location of Social Media Access by Income inNairobiEven though Internet access charges are comparativelylow compared to many African Countries, Internetaccess is still expensive in Kenya. A majority of themiddle income Kenyan population use the office internetto access social media platforms, while the lower-middle income take advantage of readily available publicWiFi provided in the malls, training institutions and theentertainment spots to access their preferred socialmedia platforms. Therefore, people living in low incomeurban areas still value and use the services of a cybercafé as shown in Figure 13.Figure 13: Access of Social Media in Nairobi by Income60.00%50.00%40.00%30.00%20.00%10.00%0.00%Low IncomeLower Middle IncomeCyber cafeHomePhysical Location of Social Media Access byGenderFrom Figure 14, the physical location of social mediaaccess varies among gender with most femaleMiddle IncomeOfficeMiddle High IncomePublic fre Wi-Fiaccessing social media at home or on public WiFi whilethe male population prefers to access from the officesand cyber caféFigure 14: Physical location of Social Media Access by 00%FemaleCyber cafeMaleHomeOfficePublic fre Wi-FiSocial Media Consumption in Kenya25
Time Spent on Social Media in a Typical DayThe vast majority of Kenyans spend more time of lessthan 30 minutes in a typical day using social mediaplatforms of their liking (see Figure 15). This is followedby the time span of between 30 minutes and one hour.They spend less time of between two and three hoursusing various social media available to them.Figure 15: Duration Spent on Social Media in Typical DayLess than 30 minutes30 minutes to 1 hourMore than 3 hours1 hour to 2 hours2 hours to 3 hours0%5%10%Duration Spent on Social Media by GenderOverall, Figure 16 indicates that male Kenyans spendmore time on various social media platforms available tothem than women. For example, in a typical day most ofmen (66%) spend between two and three hours usingsocial media. They also spend more time of less than15%20%25%30%35%thirty minutes and more than three hours. On the otherhand, though low, females spend more time of betweenone and two hours using social media. They also spendmore time of between 30 minutes and one and morethan 30 minutes using their preferred social mediaplatforms.Figure 16: Duration Spent on Social Media by Gender in Typical ss then 30 minutes26Social Media Consumption in Kenya30 minutes to 1 hourMale1 hour to 2 hours2 hours to 3 hoursMore than 3 hours
followed closely by more than three hours and lessthan 30 minutes. In rural Kenya, the time spent moston social media is between one hour and two hoursfollowed by thirty minutes and one hours.Duration Spent on Social Media by GeolocationAs showed in Figure 17, Kenyans residing in urbanareas spend more time using social media than theircounterparts in rural Kenya. Those in urban placesspend more time of between two and three hoursFigure 17: Duration Spent on Social Media by RuralLess then 30 minutesUrban30 minutes to 1 hourDuration Spent on Social Media by AgeFigure 18 below shows that Kenyans of the agebetween 21 and 35 (age brackets of 21-25 years and26-35 years) are the most active users of social mediaavailable in the country. Those above 46 years spendthe least time using social media. For the 21-25 years,most of the time spent on social media is of more than1 hour to 2 hours2 hours to 3 hoursMore than 3 hours3 hours in a typical day. This time span is followed bythat of between one and two hours. In category of26-35 years, the time spent most is that of less than30 minutes and between 30 minutes and one hour.The youngest Kenyans (14-21 years) the duration theyspend most on using social media is between two andthree hours.Figure 18: Duration Spent on Social Media by Age40%35%30%25%20%15%10%5%0%14 - 20 yearsLess then 30 minutes21 - 25 years26 - 35 years30 minutes to 1 hourDuration Spent on Social Media by IncomeIn Nairobi County, low middle income Kenyans are theones who spend most of their time on social media(see Figure 19 below). They are followed by the middleincome category. The low middle income mostly uses1 hour to 2 hours36 - 45 years2 hours to 3 hours46 years and aboveMore than 3 hourssocial media in time durations of less than 30 minutes,30 minutes and one hour and more than three hours ina typical day. Similarly, the second active groups (middleincome) also spend most of time in period of less than30 minutes and between 30 minutes and one hour.Social Media Consumption in Kenya27
Figure 19: Duration Spent on Social Media by income500450400350300250200150100500Low IncomeLess then 30 minutesLow Middle Income30 minutes to 1 hourMiddle Income1 hour to 2 hoursDuration Spent on Social Media by Education andReligionTable 4 below shows that Kenyans of college-leveleducation are the ones who spend a lot of time onsocial media platforms. Forty-four percent of themspend between two and three hours using socialmedia sites, while those who spend between oneand two hours constitute 42.0%. Most of those withprimary school education spend between two andthree hours (7.0%). The most time spend on socialmedia by high school graduates is between 30 minutesand one hour and more than 32 hours tied at 32%.Middle High Income2 hours to 3 hoursMore than 3 hoursAs Table 4 indicates, most of undergraduates spendless than 30 minutes on social media platforms (23%).Kenyans of graduate level education spend equal splittime on social media at 4%. By religion, Protestantsstill dominate in spending more time on social mediasites (see Table 5). The much time they spend is 48%- between 30 minutes and one hour and one hour totwo hours. The most time spent by member of RomanCatholic is 30.0% -- less than 30 minutes on socialmedia platforms. Muslims mostly spend two to three 3hours (19.0%).Table 4: Duration of Using Social Media by EducationDurationPrimary schoolHigh schoolCollegeUndergraduate GraduateLess than 30 Minutes6%28%38%23%4%30 minutes - 1 Hour6%32%40%18%4%1 Hour - 2 Hours6%30%42%18%4%2 Hours - 3 Hours7%30%44%16%4%More than 3 Hours5%32%41%19%4%Table 5: Duration of Using Social Media by Religion AffiliationDurationHinduMuslimProtestantRoman Catholic No ReligionLess than 30 Minutes2.0%15.0%47.0%30.0%6.0%30 minutes - 1 Hour1.0%17.0%48.0%29.0%5.0%1 Hour - 2 Hours1.0%15.0%48.0%29.0%7.0%2 Hours - 3 Hours2.0%19.0%46.0%25.0%8.0%More than 3 Hours2.0%18.0%45.0%26.0%9.0%28Social Media Consumption in Kenya
Time of Day Spent on Social MediaNight is the time when the vast majority spend mostof their time on various social media platforms (seeFigure 20). This is followed by evening hours. Bothnight and evening hours are the times of when mostof Kenyans are at home of their day’s work. They alsospend a considerable amount of time in morning hours– which should be the period before they get busy withtheir day’s work routines. When analyzed by gender,male Kenyans spend more time on social media thantheir female colleagues (See Figure 21). Except for themorning hours which is slightly higher, Kenyan menalmost spend their time equally using various socialmedia platforms in different times of the day – afternoon,evening and night. This
1. To provide annual status on social media consumption in Kenya leading to an annual report 2. To conduct quarterly trainings on social media analytics to academics and private sector in Kenya 3. To develop a monthly data repository on social media consumption in Kenya 4. To disseminate quality and reputable research through journal and conference
18 3. Cross-platform news consumption 23 4. News consumption via television 29 5. News consumption via radio 32 6. News consumption via newspapers 39 7. News consumption via social media 52 8. News consumption via websites or apps 61 9. News consumption via magazines 64 10. Multi-sourcing 68 11. Importance of sources and attitudes towards news .
KMLTTB Kenya Medical Laboratory Technicians and Technologists Board . v The Second Kenya AIDS Strategic Framework 2020/21-2024/25 KMoT Kenya Mode of Transmission KMTC Kenya Medical Training College KNBS Kenya National B
A Journalists' Handbook This publication is a simpli ed version of the two main laws that guide media (practice) in Kenya: The Media Council Act, 2013 and The Kenya Information And Communications (Amendment) Act, 2013 Association of Media Women in Kenya Wendy Court, Hse No. 6, David Osieli Rd O Waiyaki Way, Westlands
3.3.4 The role of Social Media in Marketing 27 3.4 Social media marketing - Platforms of online communication and the impact of social media on consumer behaviour 29 3.4.1 Most popular social media platforms 30 3.4.2 Social media platforms by zones 35 3.4.3 Social Media Marketing Strategies 39 3.5 Significance of social media for branding 40
Index Terms—social media; social media marketing; strat-egy; sufficient, e-word-of-mouth; Starbucks I. INTRODUCTION N MODERN society, social media is one of the essential factors in a media sector and marketing. It is said that so-cial media is a new measure for media over the world, which has a vast difference with public media. I
KENYA DEPOSIT INSURANCE ACT No. 10 of 2012 Revised Edition 2012 Published by the National Council for Law Reporting with the Authority of the Attorney-General www.kenyalaw.org [Rev. 2012] No. 10 of 2012 Kenya Deposit Insurance 3 [Issue 1] NO. 10 OF 2012 KENYA DEPOSIT INSURANCE ACT ARRANGEMENT OF SECTIONS
PROSPECTS AND STRATEGIES FOR INVESTMENT PROMOTION IN KENYA. VOLUME I!: PROMOTING PRIVATE INVESTMENT IN KENYA . January 1986 . SRI Project Number IMU (550)-1463 Contract Number 615-0213 PSI 02 . Prepared for: The Investment Advisory and Promotion Centre Republic of Kenya and USAID/Kenya . By: International Policy Center
American Chiropractic Board of Radiology Heather Miley, MS, DC, DACBR Examination Coordinator PO Box 8502 Madison WI 53708-8502 Phone: (920) 946-6909 E-mail: exam-coordinator@acbr.org CURRENT ACBR BOARD MEMBERS Tawnia Adams, DC, DACBR President E-mail: president@acbr.org Christopher Smoley, DC, DACBR Secretary E-mail: secretary@acbr.org Alisha Russ, DC, DACBR Member-at-Large E-mail: aruss@acbr .
