Seventy per cent of Kenyans watch TV and listen to radio as their most popular pastimes, a report by the Communications Authority shows.
The Audience Measurement and Industry Trends Report said 77 per cent of respondents listened to radio as their pastime in the first quarter of the 2023/2024 financial year.
The figure climbed to 78 per cent in the second quarter of the same period and climbed down to 76 per cent in the third quarter of the 2023/2024 financial year.
The report said 74 per cent of Kenyans watched TV as their favourite pastime in the first quarter of the period, and 75 per cent in the second and third quarters.
The report added that 57 per cent said they turned to the Internet as their pastime in the first quarter with the figure going up slightly to 58 per cent in the second and third quarters.
The study said 17 per cent read newspapers in the first quarter, and 16 and 18 per cent in the second and third quarters respectively.
A paltry five per cent said they read magazines in the first quarter with seven and six per cent in the second and third quarter respectively.
“While television and the internet saw no change in engagement, the current quarter's data indicates a modest dip for radio. During this time, there was a little reduction in magazine reading and a slight increase in newspaper reading,” the report said.
It noted that over the course of the three quarters, patterns of consumption stayed steady.
“Mobile phones account for about one-third of radio listenership, yet traditional radio sets still dominate as the main method for engaging with radio. Television is primarily watched on TV sets. Social media access predominantly happens through mobile phones and remains a significant part of media consumption,” read the report.
The study noted that radio enjoys greater popularity in rural regions, whereas urban areas display a stronger inclination towards television.
“Radio's widespread popularity in rural Kenya is due to its accessibility, affordability, relevance to local cultures and languages, and its ability to foster community cohesion and engagement,” the report said.
