Online shopping more prevalent in urban areas – survey

Majority of urban dwellers do their shopping online as compared to the people in rural areas, the Kenya Media Research 2023 by Radio Africa Limited's Research Department shows.

According to the survey, 26 per cent of Kenyans living in big towns and cities have shopped online.

Only seven per cent of rural dwellers have done so.

The data further shows that 16 per cent of pre-urban people have shopped online.

"Only 12 per cent of the respondents shopped online in the past six months. Online shopping is however prevalent in urban areas," the survey shows.

The omnibus survey was conducted between June 29 and July 11, 2023, among 3,000 respondents across all 47 counties.

There was a sampling error of +/-1.8 percent, with a 95 per cent confidence level.

The data was collected through Computer Aided Telephone Interview (CATI) with the survey being conducted in both English and Kiswahili.