New Celebrities Rise as Legacy Media Shrinks

Kenya’s most admired people are now being challenged by youthful digital media celebrities, as the newest Wakenya Study has found.

One such celebrity is the entertainer Akothee – whose rise has tracked the rise of social and digital media. The energetic socialite has 3% admiration which places her equal to iconic politicians and billionaires – such as Barack Obama and Bill Gates.

As TikTok Upsets Giants

Along with this challenge to the most admired people, another surprising reveal from the big Wakenya report – one of the country’s largest trended studies – was the hyper-growth of the mentioned video-sharing platform – TikTok.

Driven by youth, TikTok has caught up to YouTube and is preparing to challenge dominant social media giant Facebook – currently at 90% of subscriptions.

While legacy media (TV and Newspapers) push ‘honest and truthful’ political content, the study found that many of these youth are part of a public that prefers business, movies, news and educational content. They’re now are turning to social media (now second after TV) to quench this thirst for relevant content.

A Digital Wave Lands

While legacy newspapers have found tears digitally (fewer read their online versions than hard copies); the bankers, the retailers and the content-creators are smiling all the way to dominant digital market-shares.

A strong 90% of the 3000+ respondents said they use mobile money, and this across all age groups and incomes. Curiously, this leapt from 41% in 2016 to the current ubiquitous level. Mobile money competitors have drenched Kenyans with digital payments options – and cash is the only remaining competitor.

Bankers have caught this mobile money trend, offering digital loans that now have reached one third of Kenyans. While their insurance cousins have been slow to digitize, and are trailing the trend, these mobile loans (59% share) have overtaken family and friends as credit sources.

KoT is Here No Matter What

Content creators, the next big winners on digital platforms, are approaching half (42%) of all the Kenyans on social media. With ‘always-on’ internet usage at 32%, a small flood of new content every minute is guaranteed for all who log in. (Is this how KoT bullies the world?).

As noted by the Wakenya study, many are online for interaction, education, business information and self-improvement. This is especially with those of the higher income (KES 100K+) cohort.

Of these 98% go online by mobile phone; and Safaricom is the mobile service provider of choice (81%) with Airtel breaking into growth territory (up 10% in four years) through affordable data offerings.

The finding confirms internet as a sneaky disruptor – now becoming a teacher, a friend, a boss, a business and more. Based on the extensive data collected countrywide, this trend will feature strongly in future.

New Values? Not Boarding!

While the image of youth leading Kenya into a shiny digital future is alluring, the study found some tough traditional values are preferred in Kenya over newer, imported ones.

Start with 64% who support marriage for life (across all ages, income groups and locations – both urban and rural). Then add the consistent 94% who said they respect elders. Finally round off with 75% who value extended families, and a picture of a fairly conservative population emerges.

While these values have been retained, the Wakenya study found that others have been dropped rapidly – suggesting agency among those surveyed. Amongst the vanishing are female-cutting, planned marriages and wife-inheritors. Thankfully.

Threats or Opportunities?

Overall, the 2023 Wakenya study shows how optimism and the disruptive power of new technology are stimulating Kenyans across the board. Here the internet is truly shifting values, augmenting lifestyles and creating economic pathways for the youth.

These trends are however resisted by a negative economic atmosphere – starring high prices of essentials (housing, food, cooking energy) and lethargic legacy industries.

While dangers like gambling and shylocks were noted, the data suggests Kenyans have a cultural ability to evade such traps and ride winning trends. The study also found that many of these trends are nothing to fear (except for a wave of noisy new celebrities).

All data used in this article was sourced from the Wakenya Study from Consumer Insight, September 2023. For information on this study, contact Consumer Insight on info@ciafrica.com or +254 722 202313.

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