Huge scope for mobile growth in Kenyan retail
From MARIA MACHARIA in Nairobi, Kenya
NAIROBI, (CAJ News) – DESPITE the massive uptake in mobile usage in Kenya, there is still significant scope for growth in the market, particularly in the retail environment.
This is according to a new Nielsen Study on Kenyan Retailers and Technology.
According to the Nielsen study, 95 percent of Kenyan consumers still pay with cash in a retail environment, while only 12 percent make use of mobile money, and just 2 percent use credit or debit cards
The study utilised face-to-face interviews to gauge the technology adoption rates of 300 retailers across a wide spectrum of channels and functions.
Based on these interactions, the research reveals that the Kenyan retail arena remains dominated by direct dealings in terms of both transactions and communication, with 96 percent of customers still preferring to use cash in-store, and 88 percent of retailers relying on face-to-face interaction to inform customers about new products.
Kenya has recorded one of the most significant growths in the mobile money market, with 43 percent of the population actively using a mobile money application.
“In a country with 96 percent mobile penetration, the findings are somewhat surprising – but they do point to enormous potential for growth,” said Nielsen East Africa Managing Director, Jacqueline Nyanjom.
She said with greater brand owner collaboration, the mobile platform could dramatically increase awareness and consideration of products in the retail environment, building demand and generating increased sales.
– CAJ News
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