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Consumer Insight

Name: Consumer Insight
Address: 4th Floor, Silverpool Office Suites Jabavu Lane, Hurlingham Nairobi, Nairobi, KE
Telephone: +254722202313

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Consumer Insight

We know Africa. And by partnering with us, we guarantee that you, too, can get to know it.

Consumer Insight is a market research company that does more than just research. At Consumer Insight, we cut through the long list of research findings to extract meaningful, timely and accurate insights. These are then presented to you in a user-friendly way that will assist you make the right marketing decisions. And from the years spent gathering insights on different consumers in Africa, you a

re guaranteed that no market research company knows Africa more than Consumer Insight. We’ve been trusted by large multinationals in FMCG, finance, telecommunications and healthcare to conduct research in over twenty different countries and are spreading our wings to cover all fifty-three.

12/08/2026

Financial Inclusion Has Already Been Rewritten

Kenya’s financial ecosystem has quietly restructured itself — and the bank branch is no longer at the centre of it. Mobile money stands at 87% usage, while mobile banking holds 79%. Even with minor fluctuations over time, both remain structurally ahead of every other financial service. Meanwhile, savings accounts are growing steadily, signalling that formal banking is expanding — but beneath digital rails, not above them. Cards, internet banking and traditional lending remain far less embedded in daily behaviour. The consumer hasn’t merely adopted digital access. They’ve institutionalised it — and the handset, not the branch, now anchors the financial system.

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07/08/2026

Main Bank Status: The True Loyalty Metric

When asked which bank anchors their financial life, 31% name Equity as their main bank. KCB follows at 21%. Beneath them, incremental movement is visible. I&M now holds marginal bank share, while Absa and NCBA show gradual gains. Main bank status is not casual; it reflects salary deposits, credit relationships and primary trust. The concentration remains clear — but the edges of that loyalty are beginning to shift.

29/07/2026

Spontaneous Recall Is Not Democratic

Unprompted awareness remains concentrated. Equity records 93% spontaneous recall, KCB stands at 92%, and Co-op at 81%. These three brands occupy a different tier of mental availability — the kind that influences choice before comparison begins. But momentum is building beneath them. NCBA and I&M have risen sharply, while Absa and several mid-tier players are showing incremental movement. Memory leadership remains concentrated — yet the competitive gap is slowly narrowing.

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22/07/2026

The Cash Withdrawal Power Shift

Cash access has migrated away from the ATM. Mobile money agents now command 55% preference, up from 48% in 2023. ATM reliance has also declined, and liquidity has decentralised. The dominant withdrawal channel is no longer the ATM machine — it is the neighbourhood agent. What was once a bank-controlled touchpoint has shifted into a distributed ecosystem where visibility and convenience sit outside the branch network.

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15/07/2026

Accessibility, Stability or Technology: The Market Has Assigned Roles

Brand perception in the sector clusters into clear competitive territories. KCB, Co-op and Equity dominate associations with accessibility, affordability and SME-friendliness, reinforcing their appeal among everyday banking customers and entrepreneurs. NCBA, Absa and I&M are more closely linked to stability and trust, positioning themselves around institutional strength. Meanwhile, UBA and SBM stand out as the banks most associated with technological sophistication. The sector is therefore segmented — accessibility drives scale, stability builds credibility, and technology signals innovation.

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09/07/2026

Mid-Tier Acceleration: The Quiet Surge

Below the leaders, several banks are gaining ground. NCBA has risen to 5.98 in brand equity, while I&M now stands at 5.83, both reflecting steady gains across waves. The upward trajectory is gradual rather than dramatic — but direction matters. These movements suggest the traditional hierarchy is not fixed. Incremental progress from mid-tier players is slowly compressing the competitive gap.

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02/07/2026

Top-Tier Equity: Strong, But Not Untouchable

In KD2R brand equity (KD2R—Knowledge, Differentiation, Reputation & Relevance—is a construct designed to reflect the real value that a brand holds, and is calculated as a score between 1 and 10, where 1 represents the weakest and 10 the strongest brand), KCB leads at 7.06, followed by Equity at 6.96, and Co-op at 6.60. The hierarchy holds — but score movements across waves show modest softening rather than expansion. Leadership is clear. Margin growth is not.

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24/06/2026

Why Customers Leave Has Changed

The drivers of switching are evolving. Accessibility now leads at 51%, reflecting the continued importance of convenience and ease of engagement. Simple loan application processes follow closely, signalling the growing weight of credit accessibility. Meanwhile, trust — historically a dominant emotional factor — now stands at 26%. Customers are no longer switching primarily because of sentiment. Increasingly, they move for functionality.

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17/06/2026

If They Move, Where Do They Go?

When customers consider switching banks, KCB emerges as the most attractive destination at 21%. The bank retains strong gravitational pull among potential movers. NCBA has gained notable traction, reaching 12%, climbing from far lower levels in earlier waves. Co-op and Absa also feature prominently among preferred alternatives. Switching preference reveals future momentum — and the field of credible challengers is narrowing around a handful of brands.

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10/06/2026

Switching Intent: Stability With Tension Beneath It

Switching intent across the sector remains relatively restrained. Measured on a 5-point scale — where 1 indicates “very unlikely to switch” and 5 represents “very likely to switch” — Equity records a mean of roughly 2.6, while KCB sits lower at about 2.3. Most customers cluster within the “unlikely to switch” range. The Kenyan banking market therefore appears stable on the surface. Yet slight variations between institutions reveal pockets of vulnerability — proof that stability does not necessarily mean immunity.

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Address

4th Floor, Silverpool Office Suites Jabavu Lane, Hurlingham Nairobi
Nairobi

Opening Hours

Monday	08:00 - 17:00
Tuesday	08:00 - 17:00
Wednesday	08:00 - 17:00
Thursday	08:00 - 17:00
Friday	08:00 - 17:00

Telephone

+254722202313

Website

http://www.ciafrica.com/

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