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Showing posts from July, 2014

Using Facebook's Audience Insights to Estimate East Africa's Digital Market Size

Global social media giant Facebook has over 1Billion monthly active users. The immense popularity of Facebook reflects easily in internet usage patterns among people in East Africa. Back in 2010, a research by Synovate indicated that 79% of internet users in Kenya had Facebook accounts. The Communications Authority of Kenya( CA) - formerly CCK places the number of internet users in Kenya at 21 million as at December 2013.

I am skeptical about the CA's estimation formula for estimating number of internet users in Kenya. However if the trend highlighted by Synovate in 2010 remained, and CA's number was close to accurate, there would be about 16 million Facebook accounts belonging to Kenyans. That said many people having a Facebook account reflects how many people became aware of it and signed up, not necessarily those who use it actively (eg. at least once a month). The 16million estimate on Facebook users would therefore not be a reliable benchmark for market estimation among …