Mobile phones helping Kenyans make shopping decisions

Kenyan consumers are increasingly using mobile devices such as cell phones to make shopping decisions through price comparisons and references from friends on social media, a consumer study has shown.

A research by InMobi Africa, a mobile ad network, shows that most buyers conduct pre-shopping activities through their mobile phones and tablets - to hunt for bargains, review product features and latest trends - before making purchases.

The survey carried out between June 24 to July 7, 2012 in major urban centres and rural areas across Kenya polled 503 respondents to establish the extent to which consumers use mobile phones to augment their shopping experience.

“The mobile phone has become the consumer’s constant companion. It is their social interface to the world and also reaches them when they are economically active unlike many other types of media,” said Mr Moses Kemibaro, the sales director at InMobi Africa.

The consumer behaviour research revealed that tech savvy Kenyan consumers engage in ‘searchandising,’ the use of mobile gadgets to enhance their spending.

The survey found out that 34 per cent of shoppers were driven to make a buy based on information sourced from mobile phones.

Asked what kind of goods and services they searchandise, those surveyed prioritised electronics and appliances, fashion items and luxury goods such as clothing, accessories and jewellery as the most sought after items.

Others include online assessment of restaurants and bars for restaurants and bars before going out; cars, bicycles and groceries.