A new digital behaviour study by Mwelekeo Insights has revealed a widening gap in how young Kenyans use the internet.
While mobile phone ownership and online activity continue to rise, most users still lack the skills needed to turn digital access into sustainable income.
The research shows that many young people spend hours online daily. However, their engagement remains limited to browsing, entertainment and casual posting.
Very few understand how to strategically grow brands, monetise content or build profitable digital careers.
Mwelekeo TV host Fridah Mong’are. Photo: Mwelekeo Insights Source: Facebook
To help break down these findings, the study was showcased through an episode on Mwelekeo TV, featuring digital marketing expert and SEO trainer Dan Majani.
The episode aimed to translate data into practical guidance for youth seeking economic opportunity online.
“The internet is already here, and it is the next frontier. If you are not online, where else are you?” Dan Majani has said during the discussion.
The research highlights that the biggest challenge is not access to the internet, but a lack of structured knowledge. Many users want to earn online but do not understand where to begin or how to develop skills that attract income.
SEO and Digital ads experts Dan Majani speaks to Mwelekeo TV. Photo: Mwelekeo TV Source: YouTube
“For you to make money online, you must first invest in yourself. Money follows value. If you cannot offer value, you cannot grow,” Dan Majani has explained.
Mwelekeo Insights found that most young people approach online work with a quick money mindset. This often leads to frustration when results do not come immediately. The study stresses that digital success requires patience, consistency and continuous learning.
The findings also reveal that while many small businesses exist online, their visibility remains weak.
A poor understanding of SEO, paid advertising, and digital strategy prevents them from reaching a wider audience and converting their online presence into profit.
SEO and Digital ads experts Dan Majani speaks to Mwelekeo TV. Photo: Mwelekeo TV Source: YouTube
“SEO is about making sure the right information reaches the right people at the right time.
“If your business does not appear on the first page of Google, you almost do not exist,” Dan Majani has said.
The research highlights a growing need for digital literacy that extends beyond basic phone use.
It calls for structured training in areas such as search engine optimisation, online branding, content strategy and responsible monetisation.
Mwelekeo Insights notes that the rise of artificial intelligence has further widened the skill gap.
While AI presents new opportunities, many users lack the knowledge to adapt and leverage these tools effectively.
