The Consumer Barometer survey which is new in Kenya reveals that 89 percent of them are on online to visit social networks like Facebook, Twitter, Instagram among others.
Visiting social networks is closely followed by email checking and use of charts and instant messaging at 81 percent.
“The idea behind The Consumer Barometer is to find out what are people actually doing online, what are the habits and what are they exactly searching for. Again what kind of media are they consuming when they go online, ” Google Kenya Country Manager Charles Murito explained.
Kenyans who go to online platforms to just post comments on websites or social sites stood 71 percent, while 66 percent of the users want to watch news, sports and weather updates.
Sixty five percent want to use search engines, 49 percent to listen to music while 42 percent want to buy an item online. Watching videos stood at 40 percent.
On the other hand the survey shows that out online users, 64 percent of them are below 25 years while 49 percent are aged between 25 to 34 years. Kenyans aged 65 and above stood at zero percent.
“Kenyan marketers, business owners and internet users can now gather the latest insights into their areas of choice such as how often people go online, how many connected devices they may have, how they are consuming media, how people research and purchase online, to the differences between age groups with regards to online behaviour,” Murito added.
Several devices are being used to go online, with smartphone being the most commonly used at 38 percent. Others include computers and tablets.
Meanwhile, online purchasing remains low despite a higher number of people searching for various products online at 18 percent.
Kenya is the third country on the continent to have its data included in the Consumer Barometer after South Africa and Nigeria.
The Consumer Barometer done globally enables users to compare consumer habits across 56 countries and pooled data can be segmented by market to glean insights into consumer habits.