- Radio and TV had the highest mentions for activities engaged in by over 70 per cent of respondents.
- Internet engagements also recorded an increase from 57 to 58 per cent, whereas magazine’s also increased from five to seven per cent.
Image: HANDOUT
Newspapers recorded the only decline in consumer activity engagement in the three months to December 2023 compared to other media channels; radio, TV, internet and magazines.
The latest audience measurement and industry trends report by the Communications Authority of Kenya (CA), shows newspaper mentions for activities engaged declined from 17 per cent in the previous quarter to 16.
“Radio and TV had the highest mentions for activities engaged in by over 70 per cent of respondents,” the report reads.
Compared to the previous quarter, the aforementioned recorded increase in activity engagements, rising from 77 to 78 per cent and from 74 per cent to 75, respectively.
Internet engagements also recorded an increase from 57 to 58 per cent, whereas magazines also increased from five to seven per cent.
“Generally, a review of the current and previous quarters shows that there have been modest changes in engagement for radio, television and the internet. On the other hand, there was a slight decline in newspaper reading, but magazine reading showed an increase during this period,” the report reads.
The report further reveals a gender-based disparity with a higher media consumption rate among male respondents for radio, TV, internet newspapers and magazines.
Age-wise, the 45+ age group demonstrated the highest engagement in radio and newspaper activities, while the 35-44 age group exhibited the highest television and magazine consumption while 18-24 years are engaged more in internet usage.
Radio is more popular in rural areas and among those in the Living Standard Measure (LSM) 1 to 4 segment.
Television consumption was prominent in urban areas (82%) and among higher LSM categories (87%) in LSM 8 to 11 and (95%) in LSM 12+, while internet usage was greater in urban settings (76%) and higher LSM categories LSM 12+ (97%).
The highest radio listenership was recorded in the Western (85%) and Rift (82%) regions.
“Central (87%) and Nairobi (81%) regions exhibit notably high television consumption, whereas internet usage prevails in Nairobi, reaching 83%,” the report adds in part.
“When it comes to reading newspapers, there are regional disparities, with the South Nyanza region having the lowest participation at 7 per cent, while Nairobi leads with 21 per cent.”
In terms of the number of media consumed, the report indicates a surge in multimedia consumption in the period under review with the number of respondents engaging with multiple media platforms witnessing a notable 10 per cent increase.
The increased uptick in respondents consuming multiple media sources underscores a growing trend toward diversified media engagement.
“This shift has implications for content creators and advertisers, emphasizing the need to adopt integrated and cross-platform strategies to effectively reach and engage audiences in this evolving multimedia landscape.”