A survey by the BSD Group and Ipsos Kenya has revealed the daily smartphone usage by women.
The study shows that Kenyan women are increasingly turning to their smartphones for a variety of daily activities with chatting on messaging applications topping at 67%.
“From chatting and using mobile money to internet browsing, Kenyan women increasingly use smartphones, with 52% owning these devices,” the survey revealed.
BSD also revealed that mobile money applications were the second most popular, with 54% usage, reflecting an 18% increase in daily usage since 2023.
Other daily smartphone interactions include browsing the internet (45%), watching television shows or movies (34%), voice calling on messaging applications (32%), posting stories on social media apps (31%), listening to music on smartphone applications (31%), video calling on messaging apps (29%), playing games (26%), and posting pictures on social media (24%).
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Smartphone Revolution in Kenya
The smartphone revolution in Kenya in the recent years is a shift in lifestyle and consumer behavior and has evolved from being just a technological trend.
Kenyan women are leading this change, using smartphones for communication, financial services, shopping, and entertainment.
Brands that recognize and adapt to this shift are poised to make significant inroads into the Kenyan market, connecting with women in ways that are both empowering and transformative.
Leading Brands in the Kenyan Market
M-Pesa, has dominated the mobile money industry with the platform ranking #1 in the 2024 top brands.
Additionally, the telecommunications giants Safaricom PLC and airtel follow closely, alongside banking institutions Equity Bank Limited and KCB Bank Group.
As such, have proven to be integral to women’s daily financial transactions due to their convenience and accessibility. M-Shwari also makes its mark, ranking #20.
Likewise, tech brands like Samsung Electronics and Apple, ranking #4 and #10 respectively, appeal to Kenyan women through innovative and reliable technology that enhances connectivity and empowers their lives.
Other smartphone brands like Tecno Mobile Global, OPPO, Nokia, and Infinix mobile also feature in the rankings, highlighting the diverse options available to consumers.
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The Rise of E-Commerce and Digital Entertainment
The survey also revealed that online shopping is on the rise, with 12% of women using e-commerce platforms, a figure that has doubled since 2023. For instance, Copia Global ranks #33.
Similarly, social media and entertainment activities are essential features on Kenyan women’s smartphones.
- Voice calling on messaging applications: 32%
- Posting stories on social media: 31%
- Listening to music on applications: 31%
- Video calling on messaging applications: 21%
- Playing games: 26%
- Posting pictures on social media platforms: 24%
According to BSD Group, streaming services like Netflix are also gaining traction, with 34% of women watching shows or movies on their smartphones.
The Impact of Electronic and Solar Appliance Brands
The inclusion of electronic and solar appliance companies like Vitron, Hisense Group, Ramtons, Sun King, and D.light in the top brands ranking underscores the expanding demand for home appliances and sustainable energy solutions in Kenya.
HP, a giant in computing, completes the top 100, highlighting the significance of technology in both work and education.
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