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Multiple new media choices for Kenyans
Ericsson ConsumerLab’s first-ever TV and Media report for Kenya reflects the views and habits of over 13-million Kenyans aged 18-69 who watch TV and video content over the internet at least weekly.
According to the report TV ownership in Kenya is 92% but while traditional television continues to be the most popular form of entertainment among Kenyans, smartphones and tablets have become second screens and preferred devices to watch short videos and clips. Kenyans are slowly shifting from watching content on traditional devices like TV to smart devices.
Since they have access to a variety of mobile devices, Kenyans are not restricted by time or place when it comes to watching TV and video. This trend of watching TV and video content throughout the day in different locations and on different devices is creating a demand among Kenyans for better connectivity.
The report also notes new trends in viewing behavior in Kenya. There was a time when watching TV was a communal experience for the family. However, with the proliferation of devices, there is freedom and flexibility to choose what and when to watch.
Robert Rudin, country manager of Ericsson Kenya says “The rise of mobile devices such as smartphones and tablets as the viewing devices of choice is an opportunity for local operators, content providers and broadcasters alike. We are no doubt seeing a shift in the way people consume television and video content and the demand for flexibility and reliability will influence operator strategies.”
At least 80% of consumers who watch TV and video content over the internet at least weekly own smartphones and 60% of their viewing time is spent on mobile devices. The smartphone is also the most widely used device to connect to the internet and 84% of consumers use mobile broadband on their smartphones or tablets. This trend is not only driving the demand for flexibility in viewing behavior, but also the need for faster and more reliable networks.
Another key finding of the report is that 83% of those surveyed are interested in having a single provider for TV and broadband services. This is a compelling statistic for operators wanting to offer bundled services to subscribers.