The first screen is mobile
When it came to audio visual media, the TV was once considered the ‘first’ screen and the PC the ‘second’. Now, the first screen is on your mobile phone – ownership of this device in Kenya has overtaken TV while PC possession is still very low (see chart below).
The rise of mobile phone ownership coupled with technological convergence on the gadget supports the forecast that most people in this part of the world will experience their first interaction with the internet on the move. Cellular providers are poised to be the dominant media owners, delivering mass audiences to advertisers but only if mobile phone users opt in, a problem which was not experienced by TV, radio, or print. This dilemma may slow down the use of the mobile phone as a full blown advertising medium.
