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Subsequently, mobile penetration during the period under review rose to 90.4 per cent up from 88.7 per cent recorded during the previous quarter/FILE

Kenya

Majority of Kenyans consuming TV, video content via Smartphones

The report indicates that 45 percent of Kenyans consume TV and video content via Smartphones compared to 40 percent of Kenyans who watch via traditional TV sets/FILE

The report indicates that 45 percent of Kenyans consume TV and video content via Smartphones compared to 40 percent of Kenyans who watch via traditional TV sets/FILE

NAIROBI, Kenya Dec 18 – Kenyans are now consuming Television (TV) and video content mainly via Smartphones according to a research done by Ericsson.

The report indicates that 45 percent of Kenyans consume TV and video content via Smartphones compared to 40 percent of Kenyans who watch via traditional TV sets.

The shift in consumer behaviour has mainly been driven by the need to view content on demand.

However, in Kenya data, costs and lower than preferred speeds continues to hinder growth of online TV consumption.

‘Most Kenyans still watch news via TV with Smartphones mostly being used for short videos,” the report indicates.

According to the report, 44 percent of Kenyans are interested in having TV and internet services from the same provider or having them bundled into a single package while 39 percent of consumers would want to have the same service provider for broadband, internet and TV but have them in separate packages to allow for choice.

Currently, only Wananchi Telecom provides a bundled service for TV, internet and phone services.

Safaricom, in its first half of 2015 launched a set top box aimed at providing internet and TV services as one bundle.

Ericsson also recently developed NuVu, a video-on-demand subscription service which is set to partner with mobile service providers to deliver content. It is has already launched the product in Nigeria and plans to launch in Kenya in 2016.

The trends in consumption of media have so far had an effect on advertising with advertisers following consumers to digital platforms.

The new shift will see media houses continue to incorporate digital platforms in content deployment as they seek to retain viewers and in turn, advertisers.

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