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State of Digital - 2021

All the data, trends, and insights you need to help you understand how people use the internet, mobile, social media, and e-commerce

This report was compiled in January of 2021. It was initially prepared by Hootsuite and We Are Social. Hootsuite is a SaaS that offers solutions in social media management. We Are Social is a creative agency with several offices around the world. The data in this report is fetched from various sources such as Statista. This page only covers data for Kenya.

Kenya

Essential headlines for mobile, internet, and social media use

Total Population

54.38M

URBANISATION:
28.2%

Mobile Connections

59.24M

vs. POPULATION:
108.9%

Internet Users

21.75M

vs. POPULATION:
40.0%

Social Media Users

11.00M

vs. POPULATION:
20.2%

SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR.COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.

Annual Digital Growth

The year-on-year change in key indicators of digital adoption

Total Population

+2.3%

JAN 2021 vs. JAN 2020
+1.2 Million

Mobile Connections

+11.1%

JAN 2021 vs. JAN 2020
+5.9 Million

Internet Users

[N/A]

JAN 2021 vs. JAN 2020
[N/A]

Social Media Users

+25%

JAN 2021 vs. JAN 2020
+2.2 Million

SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR. ||COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.

Population Essentials

Population demographics and other key indicators

Total Population

54.38M

Urbanisation

28.2%

Female Population

50.3%

Density / KM2

95.5

Male Population

49.7%

Literacy (15+ Years)

81.5%

Annual Change

+2.3%

Female Literacy

78.2%

Median Age

20.3

Male Literacy

85.0%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY: THE UNITED NATIONS; THE U.S. CENSUS BUREAU; THE WORLD BANK; UNESCO; UNICEF; THE CIA WORLD FACTBOOK; PEW RESEARCH; INDEXMUNDI; PHRASEBASE; ETHNOLOGUE (ALL ACCESSED JAN 2021). NOTE: THE UNITED NATIONS DOES NOT PUBLISH POPULATION DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’.

Population By Age Group

The total number of people within each age group

Total Population

54.38M

+1.2 Million

Aged 13+

66.6%

36.2 Million

Aged 18+

54.8%

29.8 Million

Aged 16 - 64

56.8%

30.9 Million

SOURCES: THE U.N.; LOCAL GOVERNMENT BODIES; GSMA INTELLIGENCE; ITU; GWI; EUROSTAT; CNNIC; APJII; OCDH; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; COMPANY EARNINGS REPORTS; MEDIASCOPE; CAFEBAZAAR. ||COMPARABILITY ADVISORY: SOURCE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS, SO DATA ARE NOT COMPARABLE WITH PREVIOUS REPORTS. SOCIAL MEDIA USER NUMBERS MAY NOT REPRESENT UNIQUE INDIVIDUALS, SO MAY EXCEED INTERNET USER NUMBERS.

Device Ownership

Percentage of internet users aged 16 to 64 that owns each kind of device

Mobile Phone (Any)

99.9%

TV Streaming

7.0%

Smart Phone

99.7%

Games Console

8.4%

Non-smartphone

14.4%

Smart Home Device

4.0%

Laptop / Desktop

60.2%

Smart Watch

14.0%

Tablet Device

19.9%

Virtual Reality

1.7%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY: THE UNITED NATIONS; THE U.S. CENSUS BUREAU; THE WORLD BANK; UNESCO; UNICEF; THE CIA WORLD FACTBOOK; PEW RESEARCH; INDEXMUNDI; PHRASEBASE; ETHNOLOGUE (ALL ACCESSED JAN 2021). NOTE: THE UNITED NATIONS DOES NOT PUBLISH POPULATION DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’.

Overview Of Internet Use

Key indicators of internet adoption and use

Total Number Of Internet Users (Any Device)

21.75

Million

Internet Users As A Percentage Of Population

40.0%

Annual Change In The No. Of Internet Users

[N/A]

Average Daily Time On Internet (16 - 64yrs)

[N/A]

Percentage Of Internet Users On Mobile Devices

96.1%

SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.

Different Perspectives: Internet Adoption

Indicators of internet adoption published by different sources, offered for reference and perspective

ITU: Individuals Using The Internet

12.27M

vs. POPULATION:
22.6%

Cia World Factbook: Internet Users*

9.70M

vs. POPULATION:
17.8%

Internet World Stats: Internet Users

46.87M

vs. POPULATION:
86.2%

CAK: Internet Subscriptions*

43.45M

vs. POPULATION:
79.9%

SOURCES: AS STATED ABOVE EACH ICON (ALL ACCESSED JAN 2021); POPULATION DATA VIA THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES. *NOTE: “INTERNET SUBSCRIPTIONS” MAY NOT EQUATE TO UNIQUE INDIVIDUAL SUBSCRIBERS.COMPARABILITY ADVISORY: THE HEADLINE FIGURE FOR INTERNET USERS CITED ELSEWHERE IN THIS REPORT INCLUDES DATA FROM SOURCES NOT FEATURED ON THIS SLIDE, AND MAY NOT MATCH ANY OF THE VALUES SHOWN HERE.

Mobile Internet Use

Users who access the internet via mobile phones

Total Number Of Mobile Internet Users (Cellular And / Or Wifi)

20.90

Million

Mobile Internet Users As A Percentage Of Total Internet Users

96.1%

Smartphone Internet Users As A Percentage Of Total Internet Users

94.6%

Feature Phone Internet Users As A Percentage Of Total Internet Users

3.2%

Average Daily Time Users Aged 16 To 64 Spend Using Mobile Internet

4H 58M

SOURCES: KEPIOS (JAN 2021) BASED ON EXTRAPOLATIONS OF DATA PUBLISHED BY: THE ITU; LOCAL GOVERNMENT BODIES; GWI; GSMA INTELLIGENCE; EUROSTAT; APJII; CNNIC; THE UNITED NATIONS. DATA FOR TIME SPENT AND MOBILE INTERNET SHARE FROM GWI (Q3 2020). SEE GLOBALWEBINDEX.COM FOR MORE DETAILS.COMPARABILITY ADVISORY: SOURCE AND BASE CHANGES. INTERNET USER NUMBERS NO LONGER INCLUDE DATA SOURCED FROM SOCIAL MEDIA PLATFORMS. FIGURES ARE NOT COMPARABLE WITH DATA PUBLISHED IN PREVIOUS REPORTS.

Internet Connection Speeds: Overview

Average download speeds for mobile and fixed internet connections, with year-on-year comparisons

Average Download Speed Of Mobile Internet Connections

25.06

MBPS

1 Year Change In Average Mobile Internet Connections Speed

+21.4%

Average Download Speed Of Fixed Internet Connections

20.72

MBPS

Year-on-year Change In Average Speed Of Fixed Internet Connections

+11.0%

SOURCES: AS STATED ABOVE EACH ICON (ALL ACCESSED JAN 2021); POPULATION DATA VIA THE UNITED NATIONS AND LOCAL GOVERNMENT AUTHORITIES. *NOTE: “INTERNET SUBSCRIPTIONS” MAY NOT EQUATE TO UNIQUE INDIVIDUAL SUBSCRIBERS.COMPARABILITY ADVISORY: THE HEADLINE FIGURE FOR INTERNET USERS CITED ELSEWHERE IN THIS REPORT INCLUDES DATA FROM SOURCES NOT FEATURED ON THIS SLIDE, AND MAY NOT MATCH ANY OF THE VALUES SHOWN HERE.

Share Of Web Traffic By Device

Each device’s share of total web pages served to web browsers

Mobile Phones

74.2%

DEC 2020 vs. DEC 2019:
+7.8%
+539 BPS

Laptops & Desktops

24.7%

DEC 2020 vs. DEC 2019:
-17%
-518 BPS

Tablet Computers

1.1%

DEC 2020 vs. DEC 2019:
-15%
-20 BPS

Other Devices

0.02%

DEC 2020 vs. DEC 2019:
-33%
-1 BP

SOURCE: STATCOUNTER (ACCESSED JAN 2021). FIGURES REPRESENT EACH DEVICE’S SHARE OF WEB PAGES SERVED TO WEB BROWSERS ONLY. NOTES: FIGURES FOR DEVICE SHARE ARE FOR DECEMBER 2020; ANNUAL CHANGE FIGURES COMPARE MONTHLY SHARE VALUES FOR DECEMBER 2020 TO DECEMBER 2019. PERCENTAGE CHANGE VALUES REPRESENT RELATIVE CHANGE (I.E. AN INCREASE OF 20% FROM A STARTING VALUE OF 50% WOULD EQUAL 60%, NOT 70%). ‘BPS’ VALUES REPRESENT BASIS POINTS, AND INDICATE THE ABSOLUTE CHANGE IN SHARE VALUES.

Share Of Web Traffic By Browser

Based on web pages served to web browsers running on any device

Chrome

58.4%

Y-O-Y: +5.8%

Microsoft Edge*

1.3%

Y-O-Y: +22%

Safari

2.9%

Y-O-Y: -39%

Opera

31.9%

Y-O-Y: +4.8%

Firefox

3.0%

Y-O-Y: -32%

Internet Explorer

0.2%

Y-O-Y: -50%

Laptop / Desktop

1.4%

Y-O-Y: +9.2%

Other

0.9%

Y-O-Y: -63%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED BY: THE UNITED NATIONS; THE U.S. CENSUS BUREAU; THE WORLD BANK; UNESCO; UNICEF; THE CIA WORLD FACTBOOK; PEW RESEARCH; INDEXMUNDI; PHRASEBASE; ETHNOLOGUE (ALL ACCESSED JAN 2021). NOTE: THE UNITED NATIONS DOES NOT PUBLISH POPULATION DATA FOR GENDERS OTHER THAN ‘FEMALE’ OR ‘MALE’.

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