Digital company Internet Exposure released findings of a Kenyan brand research conducted by iStats, a Twitter monitoring app they own. The research was carried out over a period of eight weeks, between June 30th 2015 and August 25th 2015. The research tracked the Twitter activity of over 95 Kenyan brands that are active on the Social Media platform and over 13 million Tweets were collected. The brands tracked represent different sectors like media, banking, energy, FMCGs, motoring, insurance, retail, service, telecommunication and technology.
Jack Mugi, the CEO of Internet Exposure, shared that the goal of iStats report is to provide a definitive and comparative measure of how organizations and brands are faring online. He also added that the report will be released every month and the tracked brands will expand to include educational and government entities. A more detailed report containing even more data is available at a cost.
I read the report and here are my 5 key takeaways.
1. Top 10 Kenyan brands on Twitter
The top 10 list of brands on Twitter is dominated by media brands with Safaricom and Airtel representing other industries in the list.
- NTV
- Citizen TV
- Nation FM
- KTN
- Capital FM
- Homeboyz Radio
- K24
- Daily Nation
- Safaricom
- Airtel
2. Top brands per sector
- Banking – KCB
- Insurance – UAP
- FMCGs – Durex
- PAY TV – DSTV
- Tech – Samsung
- Retail – Nakumatt
- Telcos – Safaricom
- Transport – Uber
- Alcohol – Tusker
- Radio – Nation FM (Weekdays) and Homeboyz Radio (Weekends)
- Websites – Capital FM
- TV – NTV
- Print – Daily Nation
3. Most active days
Fridays, Thursdays and Mondays are the days that brands get the mentions. The alcohol sector is an outlier here because mentions around alcoholic breads peak during weekends.
4. Most active times
Brands get the most mentions between 9:00am and 10:0am and then beteween 7:00pm and 10:00pm. This debunks the myth that people are more active on Twitter in the afternoon.
5. Sentiment
The brand with the most positive sentiment is Durex with an amazing 80% positive sentiment.
In the negative sentiment space according to industries the Energy sector leads, with telcos at number 2 and banks being third.
To read the full report, kindly follow this link istats.co.ke/reports/istats_01