Use of social media for brand research in Kenya 2023
Roughly 92 percent of internet users aged 16-64 years in Kenya used at least one kind of social media platform to find information about brands and products, according to a survey conducted in the third quarter of 2023. Social networks were the preferred platform, cited by nearly 72.2 percent of respondents. Other research methods involved question and answer sites, messages and live chat services, and microblogs, each used by around 15-20 percent of respondents. Forums and message boards were the least used for researching brands and products.