Kenya has emerged among the world’s leading consumers of digital content, with 76.5% of internet users aged over 16 paying for online products monthly, according to a GWI survey.
This places Kenya fourth globally behind Norway, Mexico, and Sweden, and ahead of major economies like South Africa (73%) and the United States (70.2%), even as the global average stands at 68.3%.
The study surveyed 1,982 Kenyan internet users last November, covering purchases such as streaming services, e-books, online courses, and mobile games.
This surge in digital consumption defies the introduction of the Digital Services Tax (DST), now revised to a three percent Significant Economic Presence (SEP) tax, which has not deterred Kenyans’ appetite for online content.
Analysts attribute this trend to Kenya’s tech-savvy, youthful population and a strong digital infrastructure.
Despite the high proportion of paying users, the average annual spend per Kenyan is relatively low at Sh2,015 ($15.57), compared to South Africa’s Sh7,185 ($55.50) and America’s Sh123,132 ($951).
Streaming services remain the top digital purchase globally, followed by music, with younger Kenyans also spending more on apps, mobile games, and online learning. Experts say the trend will continue fueling innovation and digital transformation across industries.
