A study by The Consumer Insight company titled Holla shows that Kenyan urban youth spend at least $250 million (Sh2.2 billion) annually to purchase data for accessing Facebook and Twitter on their mobile phones.
In interviews with 1,301 respondents aged between seven and 25 years from Nairobi, Mombasa, and Kisumu cities and Nakuru, Eldoret, Nyeri, and Meru towns the study revealed that 87 per cent strictly used internet for social media with 57 per cent using it to download music, while only 55 per cent used internet to send email.
“The face to face interviews we conducted using structured questionnaires gave us a surprise because it appears what most people consider standard for internet, form a distant second group of uses in the 50 per cent range for the youth ,” Consumer Insight's senior research executive Ruth Ruigu said.
The trend means that the estimated data expenditure could be higher considering the high population of youth in rural areas, while the study was conducted in urban and peri-urban areas.
The authority stated that Safaricom accounted for 73.2 per cent of the market share during the review period. The company in its half year results reported Sh4.3 billion in mobile data earnings.
According to Consumer Insight study high penetration of mobile phones among the young people has surpassed computer usage by 42 per cent.
“The sampled data indicate the rate of using of mobile phones to access the internet falls at 93 percent, computer 51 percent, and tablets were used by two percent,” says the report.
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