Alexa provides website ranking for over 30 million websites. It does a great job of tracking website popularity by calculating the average daily pageviews, daily time spent. Alexa also provides SEO tools for competitive analysis and research.
This means that indigenous or homegrown websites are increasingly displaced from the top listing. Excluding the top-heavy hitters may be more useful if searching for actually relevant locally developed websites.
The analysis of Alexa rankings shows that Kenyans value being busy above all other distractions. Ecitizen a government gateway portal to all things government occupies 13% of the daily viewership, which begs the question why are Kenyans obsessed with what information their government has on them? Equally interesting is that the Kenya Revenue Authority potentially occupies between 40minutes or 2 hours of the average Kenyan surfer
The average Nigerian according to Alexa is predominantly interested in entertainment websites featuring music, videos, skits and gossip. The leading websites such as Thenetnaija, Nairaland, Legit and Linda Ikeji Blog collectively provide more than 20% of surf time. The surfer in Nigeria also shops on Jiji and Jumia spending 13% of their time on these sites.
Nigerian’s seemingly also need to be kept informed on company and banking activities hence the high ranking of Corporate Affairs Commission recent Stripe acquisition Paystack and GTBank providing more than 20% of internet usage
South African’s are preoccupied with property and accounting or bookkeeping as the topmost sites are filled by Property24, Private Property and Sage Accounting. The University of South Africa ranked number 9 in BusinessTech’s top South African Universities is also highly placed by Alexa
South African’s are not all officious as a good number spend time on checking their bank accounts. The average South African also has a more diverse range of interests online spanning news, TV, entertainment and gossip.
In stark contrast to our Social Media analysis on major brands only Jiji, Jumia, GTBank and Absa bank feature in any major index. This may indicate a cohesive omnichannel strategy for which other brands in Africa would be wise to imitate.