Technology

Kenyan Internet users woo businesses to Twitter and Facebook

The research shows that consumers expect their use of social networking on mobiles to increase more than use through PC. Photo/REUTERS
The research shows that consumers expect their use of social networking on mobiles to increase more than use through PC. Photo/REUTERS 

Online consumers in Kenya are spending more time on social networking sites such as Facebook, Twitter and LinkedIn than on e-mail, signalling a major change in Internet consumer behaviour, a new research shows.

Dubbed Digital Life, the research TNS released this week, revealed that despite the e-mail only becoming mainstream in many mature markets over the last few years, emerging markets such as Kenya, Malaysia and Russia, are increasingly using social networking more than the conventional e-mail.

According to the research, Kenya is ahead of its peers in East Africa in social networking with an average consumer spending atleast 6.5 hours per week, followed by Tanzania — 1.6 hours per week — and Uganda 1.5 hours per week.

The latest findings could be a game-changing phenomenon especially as more businesses including the Kenya Tourist Board (KTB), media houses, banks, airlines, hotels, car rentals, tour and travel operators start to use the service to reach consumers.