A SNAPSHOT of DIGITAL BEHAVIOUR IN TANZANIA 1 TABLE OF CONTENTS 4 Summary 5 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 2 CONTRIBUTORS Alex Ofio Rockline Gideon Gwamaka Mwankusye Clara Graham Head Media Digital Graphic Of Media Manager Media Executive Designer 3 SUMMARY 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. 83.7% Android 5.7 IOS 81% 0.1% KAI OS Mobile 0.06% Samsung OS penetration 10.5% other 6 INTERNET 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 31.1% 67% Laptops & Mobile Desktops Phones 1.1% 0.02% Tablet OTHER Computers 8 MOST 1. GOOGLE.COM 2. YOUTUBE.COM VISITED 1 Google.com3. YAHOO.COM 11 Netflix.com 4. WIKIPEDIA.ORG 2 youtube.com5. JAMIIFORUMS.COM 12 tamisemi.go.tz 3 yahoo.com6. BLOGSPOT.COM 13 Stackoverflow.com MOSTSITES 4 Wikipedia.org7. FACEBOOK.COM 14 Researchgate.net 5 amiiforums.com8. GOOGLE.CO.TZ 15 Microsoft.com 9. AJIRA.GO.TZ 6 Blogspot.com10. ZOOM.US 16 Savefrom.net 7 Facebook.com11. NETFLIX.COM 17 Tra.go.tz 8 Google.co.tz12. TAMISEMI.GO.TZ 18 Udsm.ac.tz 13. STACKOVERFLOW.COM 9 Ajira.go.tz14. RESEARCHGATE.NET19 Mabumbe.com SITES 10 Zoom.us15. MICROSOFT.COM 20 Amazon.com 16. SAVEFROM.NET 17. TRA.GO.TZ 18. UDSM.AC.TZ 19. MABUMBE.COM 20. AMAZON.COM 9 The search for information/news is evident, with google.com at the top of the list, followed by other information based websites. WEBSITE But people are seecking more than just news and updates, usersThe aresearch seecking for information/newsvalidated and realible is evident, information, with researchgate.netgoogle.com at makesthe top its wayof the into list,Top 20.followed by other Asinformation an effect of basedcovid-19 websites. video Butconferencing people are has sicking become more the DATA waythan to justdrive news conversations, and updates, with users zoom.us are sicking leading validated the way, indicating more people have adopted to video conferencing. and realible information, researchgate.net makes its way Media /news and general Information Peopleinto Top have 20. gravitated to online entertainment; streaming services such as netflix has made it to the top 20. Social BettingAs an has effect gone of down covid-19 but, currentvideo conferencing in Top 50 and has rising.. become 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. 10 ANDROID IOS & IOS 1 Whatsapp 1 Instagram 2 Instagram 2 Whatsapp 3 Facebook Lite 3 Youtube Top 10 4 Facebook 4 Audiomack 5 Xender 5 Snapchat 6 Likee 6 TikTok ANDROID 7 Opera mini 7 Facebook 8 Opera news 8 Messenger 9 Azam TV Max 9 WPS Office 10 Snapchat 10 Telegram 11 APP (ANDROID VS IOS) Youtube, audiomack- Apart from social media Apps and increased onlineApart fromentertainment social media consumption, Apps and increased the behaviour online across these two operating systems are different: TikTok & Likee - Androidentertainment users areconsumption, more into thelighter behaviour versions across and datathese saving two operating Apps suggesting systems are price different: sensitivity and lower economic tier. More sharing of content with fellow android users with xender but also within messagingAndroid users Apps. are more into lighter versions and data saving Apps suggesting price sensitivity and Facebook & Instagram Whilelower economicIOS user tier. are Moremore sharing of heavy of content data users: with audiofellow and android video users streaming with xender apps arebut amongalso within the topmessaging used Apps. Apps. While IOS user are more of heavy data users: audio WhatsApp & messenger - and video streaming apps are among the top used Apps. 12 YOUTUBE 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 Mama WHAT YOUR CUSTOMERS ARE WATCHING News, Music and comedy from specific youtube creators ViewersNews, Music on YouTube and comedy are frommore specific on newsyoutube and entertainment from specific creators and artist (musiccreators and comedy). Diamond, Harmonize, Edson Mwasabwite, WithViewers increased on youtube content are moreconsumption on News across and Rayvanny, Ali Kiba, Zuchu - Music channels,Entertainment content from collaboration specific creators is key and in drivingartist brand message and driving reasons as to why your target(music audienceand comedy). should buy from you. Millard Ayo, Dar news Tv,-NEWS WithWith increasedmore time content at home, consumption kids’ content across is among channels, the 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 14 1 download TOP GOOGLE 2 video 3 tanzania SEARCHES 4 Tubidy 5 corona 6 Google 7 dj mwanga 8 youtube 9 kutombana9 PORN 10 betpawa 11 Diamond 12 coronavirus 13 harmonize 14 whatsapp 15 Facebook 16 xx 17 music 18 yinga 19 nyimbo mpya 20 picha 15 WHAT ARE YOUR CUSTOMERS Entertainment - And they want it for free. the search term "Download" is at the top of the list combined with Dj Mwanga and yinga which are free music download- ing platformsSEARCHING suggests people are more into free content. FOR Entertainment - And they want it for free. the Corona updatessearch - Despite term the"Download" reported decrease is at the in the top number of the of caseslist in Tanzania, users stillcombined turn to google with for Dj more Mwanga information and and yinga trends which on coronavirus. are Betting is freeback , re-openingmusic downloading of various sports(leagues) platforms has suggests revived the sports bet- ting and userspeople are allare eyes more open. into free content. Corona updates - Despite the reported decrease in the number of cases in Tanzania, users still turn to Google for more information and trends on WHATcoronavirus. YOUR CUSTOMERS Betting is back, re-opening of various AREsports(leagues) SEARCHING has revived the sports betting and FOR users are all eyes open. 16 SOCIAL MEDIA 4.7 M Active Social media users 7.9%Social media 99% 17 users compared to Social Access population Social media media via mobile phones Social media Overview in Tanzania SOCIAL MEDIA 4.7 M 4.7 M Active Active IN TANZANIA Social media Social media users users 4.7 M 7.9%Social media 7.9%Social media 99% 99% Active users compared to usersSocial compared to Social Access Access Social media population population Social media Social media users mediamedia via mobile phones via mobile phones Social media Overview in TanzaniaSocial media Overview in Tanzania 7.9%Social media 99% users compared to18 Social Access population Social media media via mobile phones Social media Overview in Tanzania FACEBOOKFACEBOOK AUDIENCEAUDIENCE 3.7M Monthly FacebookFacebook& 38% OVERVIEW active users AdvertisingAudience AdvertisingNetwork users FaceBook advertising 94.7% Access 18-34 Years Facebook of age 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 1 Post shared 12 likes & 8% of in the last in the last 8 comments users range form in the last 18-34 Years of age 30 days 30 days 30 days 20 Potential number of people that can be reached with ads on Facebook. 2.5 M INSTAGRAMPotential INSTAGRAM AUDIENCETotal Reach OVERVIEW AUDIENCE OVERVIEW 638,000 2.5 M Potential 638,000P otential Daily reach PotentialTotal Reach Daily reach 60.9% 60.9% 39.1% fema39.1%le MALe MALe female 21 TWITTER 282.5k 0.8% % of people reached AUDIENCE OVERVIEW Active against population users 19.7% 80.3% Females male 22 LINKEDIN AUDIENCE Stats are aggregated from a variety of sources inctheseluding TCRA, 23 GSMA, Public records,mobile operator level data and inferred usage. SOCIAL MEDIA SocialSocial media media has has alwaysalways been been the the first firstplace toplace get updates to get on updates what's happening on what's happeningaround thearound world. theWith world.COVID-19 With people COVID-19 are engaging people andare sharingengaging more and sharinginformation more across information platforms. At across least once platforms per month, .each At least Facebook once user per shares month, a eachpost Facebook with a friend.