Market Insights Advertising & Media Advertising Direct Messaging Advertising

Web Push Advertising - Kenya

Kenya

Ad spending in the Web Push Advertising market in Kenya is forecasted to reach US$1.18m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 4.63%, leading to a projected market volume of US$1.48m by 2029.
When compared globally, the United States will generate the most ad spending (US$1,206.00m in 2024).
The average ad spending per internet user in the Web Push Advertising market is projected to be US$0.05 in 2024.
Kenya's digital advertising landscape is increasingly embracing Web Push Advertising to engage with tech-savvy consumers on a personalized level.

Key regions: China, Australia, Germany, United Kingdom, France

Market

Region

Region comparison

Currency

Analyst Opinion

The Web Push Advertising market in Kenya is experiencing significant growth and development.

Customer preferences: Customers in Kenya are increasingly turning to web push advertising as a way to stay informed and engaged with their favorite brands. This form of advertising allows companies to send targeted messages directly to customers' web browsers, ensuring that they receive important updates and promotions in real-time. With the rise of smartphone usage in Kenya, web push advertising is becoming an increasingly popular choice for businesses to reach their target audience.

Trends in the market: One of the key trends in the web push advertising market in Kenya is the growing adoption of mobile devices. As more Kenyans gain access to smartphones, they are spending more time browsing the internet and engaging with brands online. This presents a significant opportunity for businesses to leverage web push advertising to reach their target audience effectively. Additionally, the increasing availability and affordability of mobile data in Kenya have further fueled the growth of web push advertising. Another trend in the market is the rise of e-commerce in Kenya. With the convenience of online shopping, more Kenyans are turning to e-commerce platforms to purchase products and services. Web push advertising offers an effective way for e-commerce businesses to engage with their customers and drive sales. By sending personalized messages and promotions, businesses can encourage repeat purchases and build customer loyalty.

Local special circumstances: One of the unique aspects of the Kenyan market is the high mobile penetration rate. Kenya has one of the highest mobile penetration rates in Africa, with a large percentage of the population owning a mobile device. This presents a significant opportunity for businesses to leverage web push advertising to reach a wide audience. Additionally, Kenya has a young and tech-savvy population, which is more likely to engage with web push notifications and respond to targeted advertising.

Underlying macroeconomic factors: The growth of the web push advertising market in Kenya can be attributed to several underlying macroeconomic factors. Firstly, the steady economic growth in the country has led to an increase in disposable income, allowing more Kenyans to access the internet and engage with online platforms. Secondly, the government's investment in digital infrastructure has improved internet connectivity and made it more accessible to a larger portion of the population. This has created an environment conducive to the growth of web push advertising. In conclusion, the web push advertising market in Kenya is experiencing significant growth and development. Customer preferences, such as the increasing adoption of mobile devices and the rise of e-commerce, are driving the demand for web push advertising. The local special circumstances, including high mobile penetration and a young, tech-savvy population, further contribute to the market's growth. Additionally, underlying macroeconomic factors, such as steady economic growth and government investment in digital infrastructure, create a favorable environment for the development of the web push advertising market in Kenya.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on Web Push Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing web push advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from Consumer Insightsis reweighted for representativeness.