Based on a recent survey, nine in every 10 millennials and Gen Z believe influencers play a role in their decision making. The data was from a broader survey by The Media Innovation Centre at Aga Khan University’s Graduate School of Media and Communications (GSMC).
The survey was carried out to give a better perspective on media consumption habits by Gen Z and Millennials.
List of Top Influencers
Current Langata MP and former Media personality, Jalango came out top in the survey. From the surveyed pool, he took 27% of the mentions. In second was Daniel Ndambuki (Churchill) with 24%, whereas 22% mentioned Eric Omondi as their top influencer.
Akothee Kenya at 21%, Edgar Obare and Betty Kyalo tied at 18% close out the top.
Notably, Techweez’s Managing Director and Editor, Martin Gicheru, made the top 20 with 7%.
The survey took a regional approach dissecting the data in terms of regional influence.
Jalango has many followers from Nyanza with 36% share of the region. Additionally, he commands a strong following in Eastern region with 34%.
Churchill has strong influence in the Central region of Kenya. Data shows he commands 42% of the group surveyed in the region.
On the other hand, Eric Omondi followers are mostly from North Eastern 30% and Coast 29%.
Impact on Consumer Behaviour
From the group surveyed, it was clear that influencers play a role in their choices. The choices vary depending on individual interest. Some mentioned choice of media and content they interact with as a direct influence from an influencer.
In terms of consumer culture, the youth mentioned influencers as having an impact on what they buy or consume. For example, Martin Gicheru, a long-time tech blogger may have influence on the electronic devices the demographic purchases.
Influencers are considered role models. In addition, they create awareness about brands through their various platforms.
“I believe influencers play a role because most of the youth see them as role models and want to be like them,” said a Focus Group Discussions (FGD) Respondent, in Nairobi region.
This report comes at the right time. Recently, Ogilvy’s announced a new platform called InfluenceO meant to bridge the gap between the nano and Micro influencers and clients who wouldn’t have known about them through traditional means.
In conclusion, media houses and brands can build on this information and leverage on influencers to drive audience and consumer behaviour.
The report is titled “ REPORT ON SURVEY ON MILLENNIALS & DIGITAL NATIVES’ CONSUMPTION HABITS AND THE IMPLICATIONS FOR LEGACY MEDIA IN EAST AFRICA”
