granted the numbers have a degree of
duplication.
Additional information is provided by
Facebook, the most popular social network
in the country with up to 5.5 million active
users in Kenya and a penetration rate
of 26 percent of the internet users. The
global average of Facebook subscribers
in relation to internet users is 60 percent
showing that the social network is yet to
meet its optimal coverage in Kenya and
the potential is impressive shown by the
18 percent growth in 2016.
The Kenya Audience Research Foundation
(KARF) reports state that WhatsApp is
more popular than Facebook, pointing to
the fact that the direct and more intimate
relationships matter more to us, leading to
its rapid growth and wider acceptance.
Without an advertising delivery system
on the platform, brands have to turn to
the influencers and market segmentation
insights to develop appropriate and
targeted storytelling.
Without a doubt
Communications
Authority should be
accountable for the
massive budgets that
they control and thus
provide information
that is useful to their
stakeholders for the
betterment of the
advertising industry
and the audiences
that they target.
The current internet penetration numbers
therefore paint a positive picture with
regards to effective reach and the data
is very encouraging when predicting
the potential for audience engagement
expected to follow with the drop of both
internet access tariffs and the cost of
internet enabled devices, as well as the
universal roll-out of high quality data
services. The marketing executives that
begin to review their communication
strategies with this in mind are bound reap
the benefits of early adoption and deliver
better return-on-investment through new
media.
Joe Otin, is the CEO, The Collective –
Interactive Ad Agency. He is also the
Chairman Advertising Standards Board
of Kenya, and President PAMRO. You
can converse with him on this or related
matters via email at: [email protected].