Traditional, new and social media consumption trends in Kenya


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We explore Kenyan media consumption amongst 18-44 adults with tertiary education to gain a better understanding of current and emerging media consumption trends within the growing Kenyan market.

TV still has the highest overall reach with 99% of people indicating that they watch either one or more of the local and international channels. However, 24% do not watch standard broadcast TV but rather use new media channels such as YouTube, streaming, and downloads. Participants ages 18 – 24 are on average 21% more likely to watch YouTube than the older population.

(TOP: Assorted logos of Kenya’s TV channels. Photo: Mpasho). 

Facebook has the second highest overall reach with 95%, and then radio (94%) and newspaper (92%), respectively.

We explore Kenyan media consumption amongst 18-44 adults with tertiary education to gain a better understanding of current and emerging media consumption patterns within the growing Kenyan market

As per the Kenyan media consumption survey, Facebook is still the most-used social media platform amongst all ages – with 78% daily and 17% weekly users. Instagram follow shortly with 74% daily and weekly users, and then Twitter with 70% daily and weekly users.

The daily usage of participants ages 18 – 24 suggests that they are 8% more likely to use Instagram daily, 14% more likely to use Twitter and 19% more likely to use Snapchat daily. Men are on average 11% more likely to use Twitter daily.

An impressive 90% still listen to traditional radio. Interestingly, women ages 18 – 24 are 60% more likely to listen to Kiss FM, while women ages 35+ are 39% more likely to listen to Radio Citizen. Similarly, only 9% indicated that they have not read any newspapers in the last week.

82% of respondents said that they do not drive themselves, of which 70% indicated that they use Matatus to get to and from work. Matatu or Matatus are privately owned minibusses. This could be useful when asking, what do we do when we are not driving ourselves? Do we stare out the window? Do we whip out our phones or do we listen to the radio?  All necessary questions when planning who, when and where to target with an integrated communication strategy.

(This post been reproduced from the Limelight Consulting website where it was published by , a Market Research Analyst at the firm).