October 2015 - iStats

iStats Monthly Report October 2015 Released on 04th November 2015

iStats.co.ke

What Is iStats? iStats is a social media monitoring solution that tracks activities of Kenyan brands on twitter – and soon – all over the web

Report Compiled By: Mr. Jack MN • Digital Media Practitioner • Software Developer • Digital Marketing Trainer at International School of Advertising

[email protected] www.istats.co.ke iStatsKE

What The Report Is About This report is a measure of brand conversations with the aim of outlining the most talked about brands on twitter in Kenya and - by extension and additional metrics - the most visible brands in Kenya on twitter.

Terms Of Use The Legal Stuff

Definitions “Report” – All that is part and parcel of this document “Provider”- The person(s) responsible for compiling the report “Data”- Information shared within the report “TOS” – The Report terms of service which constitute an agreement between the User and the Provider; “User” – a natural or legal person who uses the report in accordance with these TOS; By reading this report you agree to the following Terms Of Service; The aim of the report is to provide data analysis for usage of twitter in Kenya in relationship to brands. The Provider provides the report “as is” with no guarantee or warranty either for the report or the data it contains. While all due care has been taken during collection and processing of data and compilation of this report, the provider provides the data without guarantees of accuracy or usability or even an implied accuracy or usability of the report. Any warranties for the report or for the data, expressed or implied, including but not limited to warranties of merchantability, fitness for a particular purpose or satisfactory quality, are excluded. The User uses the report and its data at their own risk. In particular, the report should not be used to make any business decisions and any such business decisions made are done at the sole risk of the user.

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Report Overview What Is It All About?

WHAT

WHEN

This report is compiled from data based on 903,675 tweets spanning across 131 brands. Brands are all added to a review pool before being added to the main list

The data in this report is based on an 4 week period (Oct 1 to Oct 30). Data outside this period – collected the same way as specified – is included for comparison.

WHY

WHERE

The data was compiled to give a comparative report of how brands are performing on twitter in terms of conversation – driven by the popularity of twitter in Kenya

Geo location was not the driver of the research thus anyone who mentioned the brands was included in the data collection. For the record however, the audience is predominantly Kenyan

HOW

WHO

All data is collected and compiled via automated proprietary software using the official twitter API over a period of 4 weeks. Terms of use for this API apply as given by twitter.com

The data collection and analysis has been done on a very large part by automated software and human effort was applied for additional analysis if and where needed

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Metrics Used Here Is How We Score Brands

UNIQUE USERS This is the highest weighted metric in our algorithm. A large volume of unique users gives a brand a wider reach and by extension higher visibility.

VOLUME OF MENTIONS The number of times a brand gets mentioned is the second in the pecking order. This is a measure of the frequency of conversations surrounding a brand.

AVERAGE FOLLOWING This is the third metric used in our analysis and the third in priority order. The measure of average following gives our system an estimate of the possible impressions the conversation mentioned above gets.

Let’s Begin! For This Report, 131 Brands Were Involved. Ranking is based on These Brands

In the October report, more categories have been added as was promised. The report now has Shopping outlets (Malls), Academic institutions, Government institutions, Local Sports teams, NGOs, Motoring among others

section A

Which Brands Emerged Top On Twitter In October?

All Brand Standings

Top Ten Brands Calculated on an algorithm comprising number of mentions, number of unique people mentioning the brand and the average following of these people. Arrow denotes movement from previous position

1 2

7

Daily Nation Print

NTV

4

Television

5

Citizen TV Television

3

KTN

8

Nation FM

6

Capital FM Radio + Website*

Safaricom Telco

K24 Television

Television

Radio

9

Ghetto Radio Radio

10

HomeBoyz Radio Radio

Previously in this top ten list but dropped out: Hot 96

section B

Media Houses Dominate Top Ten But Who Makes Top Ten Excluding Media?

Brand Standings (Excluding Media Houses)

Top Ten Brands - Excluding Media Calculated on algorithm comprising number of mentions, number of unique people and the average following of these people. Arrow denotes movement

1 2 3 7

DSTV Pay TV

8

4

Telco

5

Airtel Telco

6

GoTV

KCB Bank

Kenya Airways Aviation

Kenya Power Energy

Pay TV

Nakumatt Retail

9

Uchumi Retail

10

Equity Bank Bank

Previously in the top ten but dropped out: Zuku

section C

Which TV station is winning on Twitter?

Television Free-To-Air

NTV Leads – And Has Been For A While Over the research period NTV is far ahead of rivals with about 40% of TV conversations mentioning them

1st - NTV

2nd -Citizen TV

NTV continues to dominate twitter conversations both by number of users and volume of mentions

26%

Citizen reduced the distance between them and NTV in the month of October 14%

40% 11%

3rd - KTN

9%

K24/Others K24 comes in fourth with 11%. The rest follow sharing the remaining 9% of the pie

KTN has the third largest mention list with mentions peaking during prime news

NB: Inooro TV was not included in the ranking and its data was not included as it launched in the last week of the month. The data for Inooro TV wil be included in the next reports

NTV’s Continued Dominance The Station Continues To Dominate Other Brands Overall

July 2015

August 2015

September 2015

October 2015

Position 1

Position 1

Position 1

Position 1

Summary NTV has retained top spot in this category for October and maintained its firm grip on the first position for the past seven months.

Factors News 50%

Programming 27% Staff

NTV Television Station

Alongside is the success mix that is keeping them up top

18% Others 5%

section D

What About Pay TV? Who Emerged Top?

Television Pay TV

GoTV Ousted DSTV From The Top The sister brands swapped positions with DSTV dropping to second as GoTV emerged top.

DSTV

GoTV 49%

DSTV received the second highest mention numbers in the month to lose position one to GoTV

GoTV took the number one position recording over 14,000 mentions across 3994 users

16%

29%

Zuku

6%

Others The other PAY TV providers share the remaining piece of the pie

Zuku comes in third with their score increasing slightly in the month of October

section D

Moving on … Is Nation FM Still Top In Radio Category?

Radio Who Ruled The Airwaves

Nation FM Has Lost More Ground Nation FM’s lead has dropped overall visibility from the previous 24% to 21.4% to follow up the nearly 50% drop for the September- October comparative report.

21.4% Nation FM Nation FM lost much of its lead in the month and actually loses out to position three in the data for the last week of September.

20.9% HomeBoyz Radio HomeBoyz Radio has sprinted ahead in the battle for second place to clinch the spot just below Nation FM.

But Guess Which Station Had The Highest Volume Of Mentions?

Ghetto Radio Ghetto Radio received the largest volume of mentions

June 2015

July 2015

August 2015

Sept 2015

Position 7

Position 8

Position 7

Position 4

Closer Look At The Numbers Despite registering a low volume of users mentioning the brand, Ghetto radio recorded by far the highest amount of mentions in the month of October at 71,176 from 2,364 users to make it an impressive 30 tweets per user on average.

What Worked? Rise By Percentages

13% Mentions 22%

200%

Users Average Reach

Ghetto Radio Radio Station

That’s a tweet a day from each user. Consistent.

section E

Moving On To Print Media. Is Daily Nation Still Leading?

Print Media Newspapers

Daily Nation Has Increased Its Lead The Standard Follows scoring half of what Daily Nation Got

Daily Nation

The Standard

Daily Nation retains its firm grasp on the lead in print for the last 14 months

The Standard follows in second place. The brand has held onto position two for quite a while

24%

48%

18%

The Star 10%

Others Others share the remaining spoils at 5%.

The Star has been steadily building its presence and further registered a significant increase in the month of October

section F

What About Local Websites? Who is Getting All The Love On Twitter?

Online Media Local Websites

Capital FM Continues To Dominate Local Websites Their lead dropped slightly by 3% but they are still miles ahead of competition.

The Lead & Most Improved

16% Capital FM

Capital FM leads in online news channels by a wide margin. Most improved in terms of mentions is Tuko.co.ke with over 50% rise in all metrics – and has been growing in recent months. Ghafla recorded a significant increase to clinch second place ahead of closely placed Niaje and Mpasho.

15%

Ghafla! Niaje Mpasho Tuko

42%

13%

Others

10% 4%

*Please note that this category omits websites directly running under a brand that also runs a print product or runs a TV station under the same brand name

section G

Let’s Talk Money. Who Emerged Top?

Banking Financial Sector

KCB Continues To Lead This Month, We Are Sharing A Larger Outlook On Banking. KCB still leads with Coop Bank and Barclays recording the biggest improvements

18% KCB

8%

Equity Coop 8%

KCB KCB still dominates the banking sector by a large margin and has held on to the first position for the past six months bar August when Equity had the lead.

Barclays Chase

7% 40%

5% 3% 3% 2%3%

3%

Stanchart IM NBK NIC Family Others

section H

Onto Insurance. Is UAP still on Top?

Insurance Insurance Firms

Not Quite. Britam Is Back On Top Britam has ousted the previous leader – UAP - who lost ground on all metrics

12% 16% 11%

11%

Britam Britam surged back to number one for the first time since first quarter dominance to outscore UAP by a factor of 2.

32% 7% 5%

6%

Britam UAP Old Mutual Jubilee Resolution Kenya Orient CIC Others

The Britam Resurgence Surging Ahead

July 2015

Aug 2015

September 2015

October 2015

Position 3

Position 3

Position 3

Position 1

Britam In October UAP’s five-month dominance of the insurance category was ended by Britam who recorded an increase in all metrics to emerge top.

Britam Insurance Category

UAP saw the greatest drop in metrics in six months but still emerged second place.

Top 3 Insurance Firms in Last Six Months 400

UAP

350 300 250 200 150 100 50 0 May

June

July

Aug

Sept

Oct

section I

Let’s Talk Telcos. Which of The Two Main Players Came Out Tops?

Communication Telcos

Safaricom – And By A Healthy Lead The Brand Had The Highest Number Of Users and Mentions Over The Month Yu 3%

Orange 5%

Safaricom Surges Forward Airtel 31%

And Also Saw a Rise in Positive Sentiment

Safaricom Wins Safaricom scored 61% of the overall scores registered by Telcos. Safaricom 61%

Safaricom

Airtel

Orange

Yu

Safaricom saw a huge rise in visibility on twitter in October – and also saw an improvement in sentiment score from user mentions – to emerge top in the Telcos category

NOTE: Equitel is currently running off Equity Bank’s account and thus the mentions are bundled with the bank hence the exclusion from this slide

section J

Which devices Are People Talking About?

Technology Phones & Devices

Infinix Remains Top Infinix has remained at the top but dropped two percentage points from the previously recorded period. Microsoft E.A has meanwhile improved to score an even number of percentage points with Samsung for the overall score

Samsung 21% Microsoft EA 21%

Tecno 16%

Infinix 32%

Lumia EA 7% Others 3%

Note iPhone is not included as the brand has no official local twitter handle or similar presence.

section K

Who Ruled Retail In September?

Retail Retail Chains

Nakumatt Emerges Top But its lead has been narrowed

Nakumatt

Uchumi 31%

Nakumatt’s dominance in retail is facing a stiff challenge as the brand dropped their lead by almost 50%.

As projected last month, Uchumi has ousted Tuskys in mentions in the month of October 20%

36%

Tuskys 13%

Others Other retail outlets share the rest of the pie

Tuskys recorded a drop in numbers for October for all metrics to emerge third

section L

What About Shopping Outlets? Which is the Most talked about?

Malls Shopping Outlets

Village Market Emerges Top And It also has the highest sentiment score Sarit 16% Junction 19%

Garden City 14%

In this first report from malls category, village market clinches top spot. Also interesting that The Hub Karen - which is yet to be opened - has been having quite a voice in the category. Hub Karen 8%

The Hub Karen also has one of the largest audiences on Facebook in comparison to other malls

Prestige 7%

Village Market 25%

Others 2%

TRM 4%

Westgate 5%

section M

Moving To Consumer Goods

FMCGs Fast Moving Consumer Goods

Durex For The Win Durex emerged the top FMCG brand on twitter in October Visibility Data

Durex 62% Weetabix Durex UrbanBites

Weetabix Weetabix has dropped to the second position after its impressive performance in September, despite a rise in all its metrics for October

Worth noting that most FMCGs get very little traction on twitter due to little activity on the network by brands in the category

Others

Durex rose an impressive more than 300% in mentions and unique users to emerge top in the FMCGs category, beating nearest competitor by

29% 4% 5%

Urban bites

Urban Bites taking third place with other brands in this category sharing the rest of the spoils with 4%

section N

Let’s Talk Food. Who’s serving out the best numbers?

Food & Service Food Outlets

Java Ousts KFC Java records astonishing numbers to emerge top

Food Outlets Standings JAVA topped the category in both volume of posts and number of unique users mentioning the brands. Other brands share the remaining 17%.

46.4% 19.2%

9.9% 7.2% Dial A Delivery Others Others shared the rest of the spoils

KFC Naked Pizza

17.3% Dial a delivery emerged 4th in the ranking for food outlets

Java

Naked Pizza also saw an improved return in numbers but lost ground in percentage

Despite an improved performance in October, KFC lost position one to a much improved Java

Java saw their numbers jump nearly 400% to clinch top spot and oust KFC from the top position despite KFC seeing an increase in its own numbers

section O

And Who Helped Drown That Food In The Best Way?

Alcoholic Beer, Wines and Spirits

Tusker Back On Top Tusker is back on top after the Heineken surge in September saw it drop to position two in September. Smirnoff recorded the largest drop in position in the reported period

Mentions in Order Performance by day distribution Tusker Lager Heineken Carlsberg Tusker Malt Jameson

Tusker Jameson Calsberg Heineken Smirnoff

Tusker Lite

Tuskerlite

Amarula

Tusker Malt

Nederburg

Others

Smirnoff

section P

Time For Books. Which Academic Institution Emerged Top?

Academic Educational Category

University of Nairobi Tops UoN emerged top in mentions in October with Daystar and Zetech following in the next two positions

Zetech 13%

KU 13%

Daystar 14%

USIU 13%

Strathmore 11% UoN 24%

Others 12%

section Q

What About Newer Categories? Who is Leading Where?

Other Categories

New Categories Who Is Leading Where?

Our Newest Categories We have added the following new categories (in addition to malls and academic institutions) and the best performing in each category is as indicated.

Motor Vehicles RMA emerged top in the motoring category. Ford a close second

Government

TV Shows

KRA topped the list of government institutions in October

NTV’s the trend was the most discussed television show in October

NGOs Kenya Red Cross emerged as the most visible non profit organization

Hotels Serena hotels clinched top spot in the hotels category

Who’s Visible. Who’s Loud Ranking By Users, Mentions & Potential Reach

Fashion

Sports Gor Mahia emerged top in sports in October

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Category data still being collected for benchmarking

That’s All Folks! Or is it?

Today’s Parting Shot… What Do Influencers Talk About?

Entertainment 25%

We sampled content from 100 influencers and categorized that content into different topics to better understand what they talk about. Alongside are the results

Business 5%

Fashion 6%

Tech 8%

Food & Dining 2% Photography 4% Trending Stories 32% Others 3%

Politics 13%

Academic 1%

FMCGs 1%

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iStats: Current Status

9,956,404

550,513

131

475,086

Total Tweets Collected

Users monitored

Brands actively tracked

Collected Links Mentioning Brands

14 Full time workers. 12 are Bots

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