By TTC Mobile:
TTC Mobile gathered insights on consumers’ attitude and behavior on fish consumption in Kenya on behalf of the FoodTechAfrica project. Compared with findings from the same study in 2013, the survey showed remarkable differences, hinting to a rapidly changing fish market. Data from the TTC Mobile survey was analyzed by FoodTechAfrica and confirms the need for continued investment in local fish production.
Fish consumption in 2013 and 2017
Within the framework of FoodTechAfrica’s Monitoring and Evaluation activities, the FoodTechAfrica partnership contracted TTC Mobile to repeat its interview-based consumer study of 2013 and identify actionable trends. In a week, almost 700 Kenyan consumers were surveyed through TTC Mobile’s innovative mobile survey sampling platform. In both the Nairobi and Kisumu area, the data show a drop in fish consumption between today and 2013. The number of consumers indicating that they consumed fish a few times per week decreased with 1.7% in Nairobi and 13% in Kisumu. This signals a significant drop in consumption of fish in Kisumu area, a traditional fish eating area that borders Lake Victoria, which closely corresponds with recent media reports who say that wild catch from Lake Victoria is half of what it used to be. These in turn corresponds with the general focus of the FoodTechAfrica project to replace wild catch (which is dropping) by sustainably farmed fish in east Africa.
Decreased consumption seems to be a result of increasing fish prices and lower output of Lake Victoria. On average, respondents in Kisumu answered that they are willing to pay 362 KES per kilo. In 2013, the average our respondents were willing to pay was 249 KES per kilo, an increase of 45% in only four years. The apparent relationship between the rise in prices and decreased consumption is also reflected in the 50% of the respondents in Kisumu that answered that their most important barrier to fish consumption is the high price.
Capturing tastes, preferences and opinions of the next billion consumers
Our mobile survey sampling consists of a dedicated network of mobile partners to send SMS invites to mobile phone users and transfer airtime incentives (prepaid top-up) to our panel members directly after survey completion. The survey platform is agnostic as to what device or browser type panel members are using. They can reach the platform on both feature and smartphones. We develop surveys that are data-friendly and can easily be set out in areas with low bandwidth mobile internet. To ensure that our panel members are real and unique, we capture more than 20 data points (digital fingerprinting).
Working with our joint venture partner MetrixLab
MetrixLab, part of the Macromill Group, is a global provider of consumer insights and marketing analytics solutions. The partnership between TTC Mobile and MetrixLab has led to the recruitment of high quality mobile panelists and profiled databases. The combination of the two companies is of great value due to the expertise of MetrixLab in market survey research and TTC Mobile’s years of experience in providing reach and audience engagement in emerging markets.
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