Chatting on messaging applications have been ranked as the topmost daily interaction by women on their smartphones in Kenya in 2024.
This is according to the fourth edition of The Top 100 Most Loved Brands by Women in Kenya report by the BSD Group and IPSOS.
Other daily smartphone interactions according to the study released in Nairobi include mobile money usage, browsing the internet for anything of interest, watching television shows or movies, voice calling on messaging applications and listening to music on smartphone applications.
Video calling on messaging applications, playing games on smartphones and posting media on social media platforms ranks as the least audio and video content women interact daily with on their smartphones.
Women and use of Smartphones
The study which shows that only 52% of women own smartphone in Kenya.
Chatting on messaging applications has emerged as the predominant daily interaction for women across Kenya, according to the study’s findings.
This habitual engagement points to the significance of mobile communication platforms in women’s daily lives, presenting a ripe opportunity for brands to establish meaningful connections.
Moreover, the report identifies mobile money usage as another key daily interaction among women smartphone users, with a remarkable surge from 36% in 2023 to 54% in 2024.
Also Read: REVEALED: Most Loved Brands by Kenyan Women
This exponential growth signifies the increasing reliance on mobile financial services, highlighting a critical touchpoint for brands to integrate into their marketing strategies. when engaging female audience in Kenya.
Browsing the internet for varied interests ranks high among women’s daily smartphone activities, indicating a diverse range of interests and information consumption patterns.
This behavior highlights the importance of digital content relevance and accessibility for brands seeking to capture women’s attention in the online space.
Additionally, the study revealed women’s penchant for multimedia consumption on smartphones, including watching television shows or movies, listening to music on applications, and engaging in video calling on messaging platforms.
These multimedia interactions present opportunities for brands to leverage immersive content experiences to enhance brand engagement and affinity.
However, despite the prevalence of multimedia consumption, posting media on social media platforms and playing games on smartphones rank lower among women’s daily smartphone interactions.
This insight suggested a novel approach to social media and gaming content strategies, with a focus on quality over quantity to resonate with women consumers effectively.
Additional Women Insights
The study’s methodology, based on a nationally representative sample of women aged 18 years and above, provides robust insights into regional variations in smartphone usage patterns across Kenya.
From the bustling urban areas of Nairobi to the rural communities of the Rift Valley, understanding these insights is crucial for tailoring brand engagement initiatives to local preferences and behaviors.
Furthermore, the report delved into the socioeconomic factors influencing women’s daily purchase decision-making, with the high cost of living identified as a primary concern.
Also Read: Breaking Barriers for a Data-Driven Future by Empowering Women in STEM
This insight reinforces the importance of affordability and value proposition in brand offerings, especially within a challenging economic landscape.
“This study gives businesses invaluable insights to create products and services that specifically address the needs and aspirations of this bankable demographic. As the market landscape evolves, relying on this data for strategic decisions offers brands a competitive edge,” says Ms. Eva Muraya, Founder and CEO, BSD Group.
In light of these findings, the study advocates for data-driven business methods and strategies to effectively engage with the burgeoning women’s consumer market in Kenya.
By leveraging insights from The Top 100 Most Loved Brands by Women in Kenya report, brands can unlock growth opportunities and foster long-term relationships with female consumers.
