Price Beats Brand as Airtel Leads on Mobile Affordability in Kenya

Rising mobile costs are reshaping how Kenyans choose their network providers, with new data showing that price now outweighs brand dominance and coverage for many users.

A recent customer survey by the Communications Authority of Kenya indicates that Airtel has gained a clear edge as the network most associated with affordable services.

The survey shows that 47.1 per cent of respondents picked Airtel as their preferred operator based on cost, placing it ahead of Jamii Telecommunications, Telkom Kenya and Safaricom.

Jamii was selected by 26.8 per cent of users, while Telkom followed at 25 per cent. Safaricom, despite its position as the country’s largest telecoms firm, ranked last on affordability at 19.6 per cent.

These results reflect wider concerns about the cost of mobile services in Kenya, which remains high compared to several African peers.

Industry data indicate that Kenyans pay between $0.84 and $2.25 per gigabyte of mobile data, making the country more expensive than markets such as Ghana, Somalia, Nigeria and Tanzania, where data prices are significantly lower.

Service quality also emerged as a strong influence on customer choice. Jamii and Airtel recorded similar scores, each attracting about a quarter of respondents who cited reliable service as a key factor.

Telkom Kenya was close behind. Safaricom received the lowest rating in this category, suggesting that many users feel the quality of service does not fully match its market position.

Contrary to long-held assumptions, network coverage was not a major deciding factor for most customers. Airtel led slightly in this category, while Jamii and Safaricom followed. Telkom ranked lowest. The findings suggest that coverage differences matter less to consumers, particularly in areas where several operators offer comparable network reach.

Promotional offers had a noticeable but limited effect on customer decisions. Jamii topped this category, with Telkom Kenya also performing well.

Safaricom again lagged, indicating that its services are less closely linked to discounts and special deals in the minds of consumers.

The survey highlights a shift in Kenya’s mobile market, where affordability and day-to-day service experience are becoming more important than size or legacy advantage.

As competition intensifies, operators may face growing pressure to review pricing, improve service delivery and offer better value to retain and attract customers.