Mobile traffic now hits 37 percent- Jumia, Kenya

By / Published April 22, 2015 | 6:59 am



JUMIA -Kenya

A study conducted by Kenya’s leading online mall, Jumia, revealed that web traffic from mobile devices increased by 13 percent over the past year.

The report is based on the company’s 2014- 2015 tracking, which showed that mobile devices accounted for 37 percent of website visits (33 percent from smartphones and 4 percent from tablets on average) and 63 percent from desktops based on a sample evaluation of nearly 4 million web visits across various product categories, including fashion, electronics and home appliances.

According to the report, mobile devices accounted for 23 percent of traffic while desktop accounted for 77 percent in 2013. 36 percent of traffic came from mobile devices in 2014 compared to 64 percent from desktops, indicating a 13 percent rise in mobile traffic in one year.

Statistics from the communications Authority of Kenya – Dec. 2014 indicate that Kenya has 34 million mobile subscribers and a record 83 percent of mobile penetration. Internet subscriptions stand at 16 million majorly driven by mobile devices. The number of internet users now stands at 26 million a whopping 64 per 100 inhabitants with access to internet.

If the statistics are anything to go by then the possibility that mobile could surpass desktop by the end of this year cannot be overruled and though a foreseen trend, the report also reveals some interesting trends.

Desktop traffic hits peak around 9:00AM – 5:30PM between Monday and Friday, this is during work hours”, said Parinaz Firozi, Managing Director Jumia Kenya. “Most purchases are made at this time. The traffic then subsides over the weekend.

Interestingly, the report also revealed that most people use their smart phones between 5:30AM and 9:30AM and again between 5:30PM and midnight, mostly to search for commodities they intend to buy online, discount coupons, promotions, deal of the day and to compare prices with offline stores. Parinaz Firozi attributes that to the low cost of data during these times.

 “Also most people are either stuck in traffic or window shopping in a physical store where they compare the store’s prices with those online.

According to Parinaz Firozi, the launch of the mobile applications in the last two years marked a change in the mobile retail landscape with the Jumia Android app driving three times the IOS app traffic followed by Windows app while Blackberry app trails.Commenting on the Smartphone-vs-Tablet traffic disparity of 33 percent and 4 percent Parinaz Firozi observes that a“majority of the population own a smartphone that they rely on for calling, short messaging, browsing, sending and receiving emails every day thanks to a tech savvy generation, a tablet is more of a luxury.

Mobile traffic now hits 37 percent  Jumia Kenya
Mobile traffic compared to desktop traffic.

Parinaz Firozi is reluctant to affirm that mobile will replace desktops completely. As long as a website is responsive – designed to respond to the size of the device, the two will continue to complement each other. A customer can use a mobile device to sample a product, compare prices and use the computer to place the order.”

She is however quick to project that with the increasing mobile penetration, affordable smartphones and data, mobile traffic will definitely measure up to desktop traffic.






More Articles From This Author








Trending Stories










Other Related Articles










SOKO DIRECTORY & FINANCIAL GUIDE



ARCHIVES

2024
  • January 2024 (238)
  • February 2024 (227)
  • March 2024 (190)
  • April 2024 (79)
  • 2023
  • January 2023 (182)
  • February 2023 (203)
  • March 2023 (322)
  • April 2023 (298)
  • May 2023 (268)
  • June 2023 (214)
  • July 2023 (212)
  • August 2023 (257)
  • September 2023 (237)
  • October 2023 (266)
  • November 2023 (284)
  • December 2023 (176)
  • 2022
  • January 2022 (293)
  • February 2022 (329)
  • March 2022 (358)
  • April 2022 (292)
  • May 2022 (271)
  • June 2022 (232)
  • July 2022 (278)
  • August 2022 (253)
  • September 2022 (246)
  • October 2022 (196)
  • November 2022 (232)
  • December 2022 (167)
  • 2021
  • January 2021 (182)
  • February 2021 (227)
  • March 2021 (325)
  • April 2021 (259)
  • May 2021 (285)
  • June 2021 (272)
  • July 2021 (277)
  • August 2021 (232)
  • September 2021 (271)
  • October 2021 (305)
  • November 2021 (364)
  • December 2021 (249)
  • 2020
  • January 2020 (272)
  • February 2020 (310)
  • March 2020 (390)
  • April 2020 (321)
  • May 2020 (335)
  • June 2020 (327)
  • July 2020 (333)
  • August 2020 (276)
  • September 2020 (214)
  • October 2020 (233)
  • November 2020 (242)
  • December 2020 (187)
  • 2019
  • January 2019 (251)
  • February 2019 (215)
  • March 2019 (283)
  • April 2019 (254)
  • May 2019 (269)
  • June 2019 (249)
  • July 2019 (335)
  • August 2019 (293)
  • September 2019 (306)
  • October 2019 (313)
  • November 2019 (362)
  • December 2019 (318)
  • 2018
  • January 2018 (291)
  • February 2018 (213)
  • March 2018 (275)
  • April 2018 (223)
  • May 2018 (235)
  • June 2018 (176)
  • July 2018 (256)
  • August 2018 (247)
  • September 2018 (255)
  • October 2018 (282)
  • November 2018 (282)
  • December 2018 (184)
  • 2017
  • January 2017 (183)
  • February 2017 (194)
  • March 2017 (207)
  • April 2017 (104)
  • May 2017 (169)
  • June 2017 (205)
  • July 2017 (189)
  • August 2017 (195)
  • September 2017 (186)
  • October 2017 (235)
  • November 2017 (253)
  • December 2017 (266)
  • 2016
  • January 2016 (164)
  • February 2016 (165)
  • March 2016 (189)
  • April 2016 (143)
  • May 2016 (245)
  • June 2016 (182)
  • July 2016 (271)
  • August 2016 (247)
  • September 2016 (233)
  • October 2016 (191)
  • November 2016 (243)
  • December 2016 (153)
  • 2015
  • January 2015 (1)
  • February 2015 (4)
  • March 2015 (164)
  • April 2015 (107)
  • May 2015 (116)
  • June 2015 (119)
  • July 2015 (145)
  • August 2015 (157)
  • September 2015 (186)
  • October 2015 (169)
  • November 2015 (173)
  • December 2015 (205)
  • 2014
  • March 2014 (2)
  • 2013
  • March 2013 (10)
  • June 2013 (1)
  • 2012
  • March 2012 (7)
  • April 2012 (15)
  • May 2012 (1)
  • July 2012 (1)
  • August 2012 (4)
  • October 2012 (2)
  • November 2012 (2)
  • December 2012 (1)
  • 2011
    2010
    2009
    2008
    2007
    2006
    2005
    2004
    2003
    2002
    2001
    2000
    1999
    1998
    1997
    1996
    1995
    1994
    1993
    1992
    1991
    1990
    1989
    1988
    1987
    1986
    1985
    1984
    1983
    1982
    1981
    1980
    1979
    1978
    1977
    1976
    1975
    1974
    1973
    1972
    1971
    1970
    1969
    1968
    1967
    1966
    1965
    1964
    1963
    1962
    1961
    1960
    1959
    1958
    1957
    1956
    1955
    1954
    1953
    1952
    1951
    1950