The eBooks market in Kenya has been experiencing a significant growth in recent years. Customer preferences have shifted towards digital reading, leading to an increased demand for eBooks. This trend can be attributed to several factors, including the convenience and accessibility of digital books, as well as the rising popularity of e-readers and mobile devices.
Customer preferences: Kenyan readers are increasingly embracing eBooks due to their convenience and accessibility. With the advent of e-readers and mobile devices, readers can now access a vast library of books at their fingertips. This has made it easier for people to carry multiple books with them wherever they go, without the need for physical copies. Additionally, eBooks often come at a lower price compared to printed books, making them more affordable for many readers in Kenya.
Trends in the market: The eBooks market in Kenya is witnessing a surge in demand, driven by the growing popularity of digital reading. This trend is in line with the global market, where eBooks have gained significant traction in recent years. The convenience of digital reading, coupled with the increasing availability of eBooks in various genres and languages, has contributed to the market's growth. Furthermore, the COVID-19 pandemic has accelerated the adoption of eBooks, as people turned to digital reading during lockdowns and restrictions.
Local special circumstances: Kenya has a relatively high mobile penetration rate, with a large percentage of the population owning smartphones. This has facilitated the adoption of eBooks, as readers can easily access digital books through mobile apps or e-reader devices. Additionally, the government has made efforts to promote digital literacy and access to information, which has further contributed to the growth of the eBooks market in Kenya.
Underlying macroeconomic factors: The growth of the eBooks market in Kenya can also be attributed to certain macroeconomic factors. The country has witnessed steady economic growth in recent years, leading to an increase in disposable income among the population. This has allowed more people to afford e-readers and mobile devices, which are essential for accessing eBooks. Furthermore, the government has invested in improving internet connectivity and digital infrastructure, making it easier for readers to access and download eBooks. In conclusion, the eBooks market in Kenya is experiencing significant growth due to customer preferences for digital reading, the convenience and accessibility of eBooks, and the rising popularity of e-readers and mobile devices. The market is expected to continue expanding as more readers embrace digital reading and as the government continues to invest in digital infrastructure.
Data coverage:
The data encompasses B2C enterprises. Figures are based on the Books market, which covers paid publications in printed form and in the form of digital replicas (eBooks). Revenues from the consumer (of general interest), academic (for educational purposes), and professional (on specialized topics) markets are included here. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.Modeling approach / market size:
The market size is determined through a bottom-up approach. 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., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. 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). Consumer Insights data is reweighted for representativeness.
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