E-commerce is making smartphones more accessible to Kenyans, according to research shared in a white paper unveiled yesterday by Jumia .
The white paper is a detailed study carried out in each of the 15 countries where Jumia currently operates – together providing insights into countries which represent more than 80% of Africa’s total GDP.
This report highlights the rising internet penetration in Kenya, in part driven by the growing penetration of the smartphone. According the report, Kenya leads Internet penetration rates in Africa with 67% (32M) of the Kenyan population listed as Internet users, versus Africa’s 18% average.
“Connectivity is a major lever for development as it gives Kenyans immediate access to the world’s information & services. Smartphones are the gateway to this connectivity, and therefore it is vital that we continue to make these devices more affordable and bring down the cost of data” said Sam Chappatte, Jumia Kenya’s Managing Director
Smartphone penetration has grown to over 60% of the population thanks to the influx of affordable phones & increasing competition for telcos over the last 5 years.
Smartphone penetration has grown to over 60% of the population thanks to the influx of affordable phones & increasing competition for telcos over the last 5 years. This “democratization” of the smartphone device has been driven by the entry of low cost, good quality Chinese brands (many launched exclusively by Jumia). The trend continues in 2016, with Infinix, Tecno & InnJoo featuring in the top 5 Mobile Brands on Jumia, and Infinix confirmed as Africa’s top smartphone brand across Jumia’s 15 Markets.
Further Insights from the report suggest that Kenyans are increasingly trusting of e-commerce sites, with more of them willing to purchase on the move. This year’s report notes that whilst two thirds of visitors access Jumia from their mobile, for the first time over 50% of orders are now also placed on mobile (as opposed to desktop). This growing uptake is further emphasized by a healthy 28% growth in visits to Jumia Kenya in 2016, reaching 3.4million visits per month, an equivalent of 11% of Kenya’s internet users
The outlook for 2017 continues to look positive for both the smartphone & e-commerce industry as companies that develop new technologies which meet specific needs of the Kenyan consumer best placed to win..
This year’s report notes that whilst two thirds of visitors access Jumia from their mobile, for the first time over 50% of orders are now also placed on mobile (as opposed to desktop)
“Smartphone penetration will continue to increase as more Kenyans (especially up-country) become aware of the benefits of connectivity and local content providers give them more reasons to connect.” says Chappatte
The White Paper was released ahead of Jumia’s Mobile Week campaign set to take place next week (24-30th April). The campaign will see Kenyan customers access up to 50% discount on smartphone brands & accessories (from 100 KES!). Jumia is now efficient in delivery as orders are delivered within 24hrsin Nairobi for many products, and each order accompanied with 2500 KES in vouchers redeemed in Jumia Food & Jumia Travel
From the above it is evident that availability of pocket friendly devices ,increase in internet penetration and increase in e-commerce popularity are among the key reasons more Kenyans are purchasing smartphones according to the white paper report.
Click here for the full report: REPORT