Have you ever been on YouTube and then an ad comes on, right in the middle of content you are watching with your own bundles? Kind of feels like an invasion of privacy, doesn’t it? Acute irritation and impatience overcome you, and you can’t wait to click skip… Well, you’re not alone. Our research found that 33 per cent of Kenyan women always skip ads. But every cloud has a silver lining: 57 per cent of them notice ads most or all of the time. So, it’s technically not money down the drain for advertisers. That said, the mobile phone remains the go-to gadget for internet access in the demographic, and those who go online via TV and computer are mostly high-income individuals. Wi-Fi usage is mainly through private networks, with a skew to middle-income women.

Subscribe to our snippets

Name

Email*