Due to the Covid-19, Kenya and the world at large have had to adjust their behaviour, their needs as consumers and their expectations for the future. It is predicted that the economy will take a downhill approach fast in months to come, and experts warn that it will take time for Kenyan economy to recover. On the upside, though, the world is experiencing an accelerated digital transformation, with most services moving online.
The pandemic has shown that any sector can adjust. It seemed impossible before, but as they say, it seems impossible until it is done. Nendo, a Kenyan research and marketing firm, has created a 10-sector infographic that analyses consumers and companies in the sectors of Transport, Retail, Financial Services, Connectivity, Education, Entertainment, Food & Supplies, Communication, Healthcare and Income Generation.
In terms of internet connectivity, Nendo projects that internet consumption will be at an all-time high, which is already being seen currently. Internet service providers will see a spike in web traffic due to limited movement in and out of residential areas. This, however, will put pressure on bandwidth. Already globally, streaming platforms such as Netflix have been directed not to stream movies in HD and Ultra-HD. YouTube is similarly disabling 4K videos in developed countries. Also, since megabytes are a form of ‘currency’ in Kenya, those that don’t understand how to purchase and conserve their mobile bundles will suffer from being under-connected.
The pandemic has increased the demand for e-learning platforms according to Nendo. It has been done before in Kenya by some select institutions, and users ranging from kindergarten to university have had to adapt fast. Parents also benefit from easier access to learning material since they are taking control of their children’s education. COVID-19’s impact on education will force publishers to transform their business models from paper printing to digital publishing.
In terms of social media use, the pandemic has increased the time people are spending on social media. Among the platforms being used, TikTok is quickly solidifying its place as the world’s leading short-video mobile entertainment platform. Instagram Live is also emerging as a key platform for artists to connect with fans. Kenyan R&B and Hip-Hop artist Nyashinski performed to a 15,0000 YouTube Livestream audience and to 8,000 people on his Instagram Live. YouTube is emerging as a platform for DJs and entertainers to live stream content as artists seek the ideal platform to connect with their audiences. Netflix and Showmax have also had an increase in users since the quarantine was implemented. Adult entertainment sites have seen a rise in web traffic, even discounting premium memberships to encourage people to stay home during COVID-19.
Kenya’s middle-class consumers have been projected to experience fatigue, exhaustion and mental health challenges due to persistent connection to social media and the internet. This a concern, however, as the productivity of people in an economy depends, among others their mental health state. “Professionals not already on the front lines of the pandemic may find themselves providing virtual consultations to those at home experiencing mental health challenges,” says the report.
The report gives a lot of insights from other sectors of the economy as well. Read the Nendo Covid-19 Ten Sector Infographic report.