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Kenyans love life on the fast lane and friends in high places
Money, status and networks ‘are all that matter to most Kenyans'. Photo/FILE NATION MEDIA GROUP
By NJOKI CHEGE newsdesk@ke.nationmedia.com
Posted Friday, July 5 2013 at 23:30
In Summary
Money, status and networks are the three things that matter most to an average Kenyan, a survey has revealed.
The latest Maisha study by Consumer Insight indicates that a majority of Kenyans place premium on money, social connections and their standing in the society.
Entertainment through mobile phones and computers, and technologies such as the internet also play a key role in influencing their lives, the research shows.
The study was conducted online throughout 2012 and involved 1,889 respondents who were interviewed on their lifestyles.
During the survey, two main questions were analysed, with the first one seeking to know which device, technology or service the respondents had used in the last three months.
Top on the list was the internet, with all respondents (100 per cent), saying the web was the commonest technology they used. Mobile phones, computers and social sites followed in that order.
Money transfer via mobile phone also topped the list, with 78 per cent of respondents favouring it over broadcast television and Automated Teller Machines (ATMS).
The second question sought to find out the things that make life better.
To this question, ATMS topped the list with 49 per cent. This was followed by social sites like Facebook, Twitter, e-mails and Skype. Mobile phones came third, in the list of gadgets that make life better.
Interestingly, internet came in a distant fifth in this category, with only 10 per cent. This is despite the fact that the web was the commonest technology the respondents had used three months prior to the survey. The computer came at the bottom of the list of things that make life better, with only six per cent.
According to Consumer Insight Managing Director Ndirangu Maina, many respondents voted in favour of ATM machines because they make their money more accessible, any time, anywhere.
This, according to Mr Ndirangu, is a subtle way of saying that their thirst for money is very high compared to their need for anything else in life.
"If people are telling us that money and technology is that important in their lives, then the assumption is that their need for money is very high and would not pass an opportunity to make money," said Mr Ndirangu.
Social networks and mobile phones- which featured prominently after ATM machines- provide connections to the outside world and it is no wonder many voted in favour of these two.
But according to researchers, the three factors are correlated within the context of what they call ‘the hustle'- the never-ending search for money, networks, and status.
"Social networks are today part of the money-making, with many people selling their wares online and striking deals. This is why they featured prominently in the list of devices, technologies and services that influence their life the most," said Mr Ndirangu.
The results of this study are reinforced by yet another research released in May this year, which sought to find out the biggest dreams and aspirations of the Kenyan youth.
Of the 1,301 young people aged between 7-25 years, 62 per cent said their biggest dream was to be rich, 52 per cent said they wanted to be a professional, 33 per cent to be leaders while 30 per cent said they wanted fame.
Kenyans love life on the fast lane and friends in high places - News - nation.co.ke
Money, status and networks ‘are all that matter to most Kenyans'. Photo/FILE NATION MEDIA GROUP
By NJOKI CHEGE newsdesk@ke.nationmedia.com
Posted Friday, July 5 2013 at 23:30
In Summary
- Research links thirst for money and status to hustle nature of the local population
- Money, status and networks ‘are all that matter to most Kenyans'
Money, status and networks are the three things that matter most to an average Kenyan, a survey has revealed.
The latest Maisha study by Consumer Insight indicates that a majority of Kenyans place premium on money, social connections and their standing in the society.
Entertainment through mobile phones and computers, and technologies such as the internet also play a key role in influencing their lives, the research shows.
The study was conducted online throughout 2012 and involved 1,889 respondents who were interviewed on their lifestyles.
During the survey, two main questions were analysed, with the first one seeking to know which device, technology or service the respondents had used in the last three months.
Top on the list was the internet, with all respondents (100 per cent), saying the web was the commonest technology they used. Mobile phones, computers and social sites followed in that order.
Money transfer via mobile phone also topped the list, with 78 per cent of respondents favouring it over broadcast television and Automated Teller Machines (ATMS).
The second question sought to find out the things that make life better.
To this question, ATMS topped the list with 49 per cent. This was followed by social sites like Facebook, Twitter, e-mails and Skype. Mobile phones came third, in the list of gadgets that make life better.
Interestingly, internet came in a distant fifth in this category, with only 10 per cent. This is despite the fact that the web was the commonest technology the respondents had used three months prior to the survey. The computer came at the bottom of the list of things that make life better, with only six per cent.
According to Consumer Insight Managing Director Ndirangu Maina, many respondents voted in favour of ATM machines because they make their money more accessible, any time, anywhere.
This, according to Mr Ndirangu, is a subtle way of saying that their thirst for money is very high compared to their need for anything else in life.
"If people are telling us that money and technology is that important in their lives, then the assumption is that their need for money is very high and would not pass an opportunity to make money," said Mr Ndirangu.
Social networks and mobile phones- which featured prominently after ATM machines- provide connections to the outside world and it is no wonder many voted in favour of these two.
But according to researchers, the three factors are correlated within the context of what they call ‘the hustle'- the never-ending search for money, networks, and status.
"Social networks are today part of the money-making, with many people selling their wares online and striking deals. This is why they featured prominently in the list of devices, technologies and services that influence their life the most," said Mr Ndirangu.
The results of this study are reinforced by yet another research released in May this year, which sought to find out the biggest dreams and aspirations of the Kenyan youth.
Of the 1,301 young people aged between 7-25 years, 62 per cent said their biggest dream was to be rich, 52 per cent said they wanted to be a professional, 33 per cent to be leaders while 30 per cent said they wanted fame.
Kenyans love life on the fast lane and friends in high places - News - nation.co.ke