This archive report was first published on 17 September 2019.
The Rise of Digital Communication ¶
Published on September 17, 2019, a research report by Deloitte Kenya has highlighted a significant decline in the importance of voice calls, as other forms of communication continue to rise in popularity.
According to the report, texting remains the most preferred method of regular communication, with 78% of Kenyans opting for it over voice calls. Instant messaging and social media have also seen a significant increase in usage since 2015.
Businesses are not immune to this shift, with opportunities arising for them to leverage digital tools such as chatbots to improve customer experience and acquisition, reduce churn, and increase revenue per user.
Social Media Penetration ¶
As voice calls continue to decline, they are being replaced by social media, with Facebook and WhatsApp emerging as the most dominant platforms. The report reveals that every minute, over 4 million people respond to content on Facebook, while over 1.5 million do so on Instagram, and over 350,000 tweets are shared.
Instagram is particularly popular among the youth, with Kenyans constantly engaging with social media, regardless of the time. This has forced businesses to adapt to the changing trends and adjust their social communication strategies to meet the evolving needs of their clients.
Content Creation and Sharing ¶
The rise of social media has led to a significant increase in content creation and sharing, with individuals and businesses alike becoming publishers. Photos remain the most commonly created content elements, while video is quickly gaining traction.
The quality of content is crucial in keeping users engaged, with businesses and individuals competing for attention in a crowded online space. The continued creation and sharing of content on social media have led to a decline in analog forms of communication, such as voice calls.
The Impact of Smartphones ¶
The rise of smartphones has been a significant factor in the shift towards digital communication. With Kenya ranking among the leading global adopters, businesses are under pressure to transform their service delivery to a mobile-first experience.
Smartphones have become an integral part of our daily lives, with users increasingly multi-tasking and using their devices everywhere. However, the benefits of smartphones are also evident, with advertising and other industries leveraging social media to reach their target audiences.
