DIGITAL BEHAVIOUR IN TANZANIA - A SNAPSHOT of
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A SNAPSHOT of
DIGITAL
BEHAVIOUR
IN TANZANIA
1
TABLE
OF
CONTENTS 4
5
Summary
Current Market
6 Mobile
7 Internet
9 Website Data
11 iOS vs Android
13 Google & YouTube trends
17 Social media
25 Rise of e-commerce
2CONTRIBUTORS
Alex Ofio Rockline Gideon Gwamaka Mwankusye Clara Graham
Head Media Digital Graphic
Of Media Manager Media Executive Designer
3SUMMARY Behaviours, routines and priorities have changed over the last few months. These shifts are becoming long-lasting and permanent. People have adapted to new ways of life and how they spend their time online and offline. We have witnessed more people gravitating to different online touchpoints, companies offering different online solutions, Increased e-commerce platforms and transactions to accommodate for the shift. On the other hand, users being more content-driven, seeking genuine information, engaging more with both organic and promoted content. 4
CURRENT
MARKET
Stats are aggregated from a variety of sources inctheseluding TCRA,
5 GSMA, Public records,mobile operator level data and inferred usage.48.9 M MOBILE
Mobile
connections
Web traffic share
by mobile os.
81%
83.7% Android
5.7 IOS
Mobile
0.1% KAI OS
0.06% Samsung OS
penetration 10.5% other
6INTERNET
Stats are aggregated from a variety of sources inctheseluding TCRA,
7 GSMA, Public records,mobile operator level data and inferred usage.SHARE OF WEB
TRAFFIC BY DEVICE
67% 31.1%
Laptops &
Mobile Desktops
Phones
1.1% 0.02%
Tablet OTHER
Computers
8MOST
VISITED
1. GOOGLE.COM
MOST
2. YOUTUBE.COM
1 Google.com 3. YAHOO.COM 11 Netflix.com
SITES
4. WIKIPEDIA.ORG
5. JAMIIFORUMS.COM 12 tamisemi.go.tz
2 youtube.com
6. BLOGSPOT.COM 13 Stackoverflow.com
3 yahoo.com
7. FACEBOOK.COM 14 Researchgate.net
4 Wikipedia.org
8. GOOGLE.CO.TZ 15 Microsoft.com
5 amiiforums.com
9. AJIRA.GO.TZ
6 Blogspot.com 16 Savefrom.net
SITES
10. ZOOM.US
11. NETFLIX.COM 17 Tra.go.tz
7 Facebook.com
8 Google.co. tz
12. TAMISEMI.GO.TZ 18 Udsm.ac.tz
13. STACKOVERFLOW.COM
9 Ajira.go. t z 19 Mabumbe.com
14. RESEARCHGATE.NET
15. MICROSOFT.COM 20 Amazon.com
10 Zoom.us
16. SAVEFROM.NET
17. TRA.GO.TZ
18. UDSM.AC.TZ
19. MABUMBE.COM
20. AMAZON.COM
9WEBSITE The search for information/news is evident, with google.com at
the top of the list, followed by other information based websites.
DATA
But people are seecking more than just news and updates,
The are
users search for information/news
seecking is evident,
validated and realible with
information,
researchgate.net makes its way into Top 20.
google.com at the top of the list, followed by other
Asinformation
an effect of based
covid-19 video But
websites. conferencing
people arehassicking
become the
more
way to drive conversations, with zoom.us leading the way,
than just news and updates, users are sicking validated
indicating more people have adopted to video conferencing.
and realible information, researchgate.net makes its way
Media /news and general Information into Tophave
People 20. gravitated to online entertainment; streaming
services such as netflix has made it to the top 20.
Social
As anhas
Betting effect
goneofdown
covid-19 video conferencing
but, current in Top 50 andhas become
rising..
Video telecommuting the way to drive conversations, with zoom.us leading the
Entertainment/Streaming services way, indicating more people have adopted to video
Online shopping conferencing.
People have gravitated to online entertainment;
streaming services such as netflix has made it to the top
20.
Betting has gone down but, currently in Top 50 and rising.
10ANDROID IOS
Top 10
1 Whatsapp 1 Instagram
& IOS
2 Instagram
3 Facebook Lite
4 Facebook
2 Whatsapp
3 Youtube
4 Audiomack
ANDROID 5 Xender
6 Likee
7 Opera mini
8 Opera news
5 Snapchat
6 TikTok
7 Facebook
8 Messenger
9 Azam TV Max 9 WPS Office
10 Snapchat 10 Telegram
11APP Youtube, audiomack-
(ANDROID VS IOS)
Apart from social media Apps and increased
online entertainment consumption, the behaviour
Apart from social media Apps and increased online
across these two operating systems are different:
entertainment
Android consumption,
users are more into the behaviour
lighter versionsacross
and
TikTok & Likee -
thesesaving
data two operating systems are
Apps suggesting different:
price sensitivity and
lower economic tier. More sharing of content with
fellow android users with xender but also within
Android users
messaging are more into lighter versions and
Apps.
data saving Apps suggesting price sensitivity and
lower economic
While IOS usertier.
are More
moresharing of content
of heavy with
data users:
Facebook & Instagram
audio
fellowand videousers
android streaming apps are
with xender but among the
also within
top used Apps.
messaging Apps.
While IOS user are more of heavy data users: audio WhatsApp & messenger -
and video streaming apps are among the top used
Apps.
12YOUTUBE
SEARCHES
/PAGES TOP SEARCHES
Top Channel To Searches
1 Diamond Platnumz - Music 1 Diamond
2 Millard Ayo - News 2 Harmonize
3 Dar news TV - News 3 movies
4 KANYAGA TV - Comedy 4 Zuchu
5 Global TV Online - News 5 Alikiba
6 Harmonize - Music 6 Diamond Platnumz
7 Edson Mwasabwite - Music 7 Corona
8 Rayvanny - Music 8 Music
9 Young Tubers - Children Entertainment 9 Wasafi
13 10 Wasafi Media - News 10 MamaWHAT YOUR CUSTOMERS
ARE WATCHING
News, Music and comedy from specific youtube
creators
Viewers
News, on YouTube
Music are from
and comedy morespecific youtube
on news and
entertainment from specific creators and artist
creators
(music and comedy). Diamond, Harmonize, Edson Mwasabwite,
Viewersincreased
With on youtube are more
content on Newsacross
consumption and Rayvanny, Ali Kiba, Zuchu - Music
channels, content
Entertainment fromcollaboration is keyand
specific creators in driving
artist
brand message and driving reasons as to why your
(musicaudience
target and comedy).
should buy from you.
With more timecontent
at home, kids’ content is among the Millard Ayo, Dar news Tv,-NEWS
With increased consumption across channels,
most consumed content on YouTube.
content collaboration is key in driving brand
message and driving reasons as to why your target
audience should buy from you. Young Tubers - Children Entertainment
With more time at home, kids’ content is among the
most consumed content on youtub
14TOP GOOGLE 1 download
SEARCHES
2 video
3 tanzania
4 Tubidy
5 corona
6 Google
7 dj mwanga
8 youtube
9 kutombana
9 PORN
10 betpawa
11 Diamond
12 coronavirus
13 harmonize
14 whatsapp
15 Facebook
16 xx
17 music
18 yinga
19 nyimbo mpya
20 picha
15WHAT ARE YOUR CUSTOMERS
Entertainment - And they want it for free. the search term "Download" is at the
SEARCHING FOR
top of the list combined with Dj Mwanga and yinga which are free music download-
ing platforms suggests people are more into free content.
Entertainment - And they want it for free. the
Corona updates
search- Despite
term the reported decrease
"Download" in the
is at the topnumber of cases
of the list in Tanzania,
users stillcombined
turn to google
withfor
Djmore information
Mwanga andand trends
yinga on coronavirus.
which are
Betting isfree music downloading
back, re-opening platformshassuggests
of various sports(leagues) revived the sports bet-
people
ting and users areeyes
are all more into free content.
open.
Corona updates - Despite the reported decrease
WHAT YOUR CUSTOMERS
in the number of cases in Tanzania, users still turn to
Google for more information and trends on
coronavirus.
ARE SEARCHING FOR
Betting is back, re-opening of various
sports(leagues) has revived the sports betting and
users are all eyes open.
16SOCIAL MEDIA
17
7.9%
Social m
users compaSOCIAL MEDIA
4.7 M 4.7 M
IN TANZANIA Active Active
Social media Social media
users users
4.7 M7.9% 7.9%
Social 99%
media Social 99%
Active
Social media Social
Access Acces
media
media
users compared to users compared to
Social media population population Social media Social med
users via mobile phones via mobile pho
% Social 99%
dia18
Social media Overview in Tanzania
Social media Overview in Tanzania
ed to AccessFACEBOOK
FACEBOOK
AUDIENCE 3.7M
AUDIENCE 38%
OVERVIEW
Monthly
active users
Facebook
Facebook&
Audience
Advertising
Advertising users
Network
FaceBook advertising
94.7%
Access 18-34 Years
of age
Facebook
via mobile only
stats are aggregated from a variety of sources
incTheseluding TCRA, GSMA, Public Records,
Mobile Operator level data and Inferred usage.
19 Potential number pf people that can be reached with ads on facebook Potential number of people that can be reached with ads on Facebook.FACEBOOK ACTIVITY
FREQUENCY
5 Ad clicks
in the last
1 Post shared
in the last
12 likes &
8 comments 8% of
users range form
30 days in the last
30 days 30 days
18-34 Years of age
20 Potential number of people that can be reached with ads on Facebook.INSTAGRAM
2.5 M
Potential
INSTAGRAM
AUDIENCE OVERVIEW
AUDIENCE OVERVIEW
Total Reach
2.5 M
Potential
638,000
Potential
638,000Total Reach Daily reach
Potential
Daily reach
60.9% 60.9% 39.1%
MALe 39.1%
female
MALe female
21TWITTER
AUDIENCE OVERVIEW
282.5k
Active
0.8%
% of people reached
against population
users
19.7% 80.3%
Females male
22LINKEDIN
AUDIENCE
23 Stats are aggregated from a variety of sources inctheseluding TCRA,
GSMA, Public records,mobile operator level data and inferred usage.SOCIAL MEDIA
Social media
Social mediahas has always beenthethe
always been first first
place toplace to getonupdates
get updates on what's
what's happening
happening
around thearound
world. the
With world.
COVID-19 With COVID-19
people people and
are engaging are sharing
engagingmoreand
sharing moreacross
information information
platforms. Atacross
least onceplatforms. At least
per month, each once
Facebook userper month,
shares a
eachpost
Facebook user shares a post with a friend.
with a friend.
Currently, people spend more time on social media, and for most local brands, 40%
Currently, people
of followers spend
are active everymore
day. time on social media, and for most local
brands, 40% of followers are active every day.
Social media is still mainly on mobile, with 94% of users accessing Facebook via
Social media
mobile only. is still mainly on mobile, with 94% of users accessing
Thinking of a web redirect campaign on Facebook? A mobile-friendly website is a
Facebook
must.
via mobile only.
Thinking of a webandredirect
Unlike Instagram YouTube, campaign on Facebook?
brands on Facebook A mobile-friendly
rank higher in followership
website is a must.
compared to public figures.
Unlike Instagram and youtube, brands on Facebook rank higher in
followership compared to public figures.
24E - C O M M E R C E 25
E-COMMERCE
21% 0.5%
have
an account have
with a credit
financial
institution card
card
45.3% 12%
Have
mobile money
make
make
online Percentage of the population
account purchase above 15 years of age.
26OF
E-COMMERCE SoonSoon
as COVID-19
world
health
to stay
organization
encouraged
was announced
as COVID-19
indoors, people
was announced
health organization
a pandemic
(WHO), Governments
officestowere
stay closed,
indoors, forcing
by the
a pandemic
(WHO),encouraged
offices were
forcing people to work remotely and isolate.
remotely and isolate.
world
by the
Governments
people
closed,
people to work
What happened to shopping you might ask? Well,
Whatshopping
happened online. you might ask? Well, shopping
to shopping
moved
moved online.
The need for physical distancing speeded up e-commerce
The transactions
need for physical
around thedistancing
world, andspeeded
Tanzania up wase-commerce
not left
behind. We
transactions havethe
around seen physical
world, andstores movewas
Tanzania intonot
the left
digital
behind. Wespace,
have reaching new and
seen physical existing
stores clients.
move into the digital
space, reaching new and existing clients.
Inalipa, Beer Now, piki, and yamee are some of the few
Inalipa , Beer Now
e-commerce
past 3 months.
, pikithat
platforms
With other
, and yamee
have gained
aretraction
someover the few
of the
e-commerce platforms that hundreds of small
have gained businesses
traction over the
sorely operating on social media.
past 3 months. With other hundreds of small businesses
27SOURCES
FURTHER READING
https://socialblade.com/youtube/
https://web.facebook.com/ads/audience-insights/people?act=639913006076651&age=18-&country=TZ
https://www.alexa.com/topsites/countries/TZ
https://www.similarweb.com/apps/top/apple/store-rank/tz/all/top-free/iphone
https://www.worldometers.info/world-population/tanzania-population/
https://trends.google.com/trends/explore?date=today%203-m&geo=TZ
https://datareportal.com/reports/digital-2020-tanzania
28THANK YOU
AIM CONNECT is the media information unit of AIM Group (T) Limited. Get in touch with
our team to help you improve your digital media campaigns and reach your customers
effectively through digital marketing.
CONTACTS:
connect@aimgroup.co.tz
media@aimgroup.co.tz
+255 744 984 167
+255 758 906 444
+255 677 018 888
+255 677 018 889
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