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MEDIA LANDSCAPE

Evolution of Kenyan media environment detailed in new Ipsos study

By our News Team | 2022

Mobile phones remain the biggest disruptor and provide the greatest opportunity, but radio shows an increase in station numbers.

Ipsos in Kenya has launched a media landscape study that will help organisations keep pace with the changing consumer needs and habits in the country.

The Kenya Media Establishment Survey 2022 examines the lifestyles, demographics and psychographics of Kenyans in relation to how they perceive and consume media. The study was conducted between April and May this year with a national sample of 10,000 people across all counties.

Media Landscape

Ipsos in Kenya Managing Director, Chris Githaiga, speaking at the launch event. Photo credit: Supplied

The last media establishment survey in Kenya was conducted in 2015, as broadcasting moved from analogue to digital transmission.  

The new Ipsos study, therefore, offers fresh audience insights and credible data for media owners, advertisers, the government, corporates, non-government organisations and other agencies.

Speaking at the launch in Nairobi, Ipsos in Kenya Managing Director, Chris Githaiga, noted that the country has witnessed accelerated growth and diversity in media touchpoints since the outbreak of the pandemic. 

The study shows the mobile device has been the major disruptor in the local media landscape, with an increase in ownership from 79% to 95% and growth of smartphones from 19% to 51%.

TV set ownership has increased from 32% to 53%, while digital TV adaptation has pushed Pay STB ownership from 10% to 28%.

Internet usage in Kenya has more than tripled

“We found out that the internet use has more than tripled – from 13% to 46%, mainly driven by social media. We also discovered that social applications such as Facebook, Twitter and Google are debasing more quickly as newer applications like Betting, TikTok, Telegram and Opera become more attractive to the youth. The print media, on the other hand, has been slowly transitioning to the digital space,” said Githaiga.

The study also indicates that ownership of basic phones remains at 50% and listening has not increased significantly (from 76% to 79%). Also unchanged is the growing influence of social media and the fluid nature of social media engagement. Growth in readership has remained stagnant at 8% per week.

Advertising spend has continued to grow since 2015, with 2021 data estimating spend at KES 7-billion a month (US$59,3-million) as many organisations seek to maximise return on their marketing budgets.

“Knowing your audience, understanding the issues they face, and being aware of what they think about society – and your media organisation in particular – are important factors for fine-tuning what you offer in order to better inform the public debate,” said the Ipsos in Kenya boss.

He added that the purpose of the Media Establishment Survey is to help the media and organisations to produce better content that is more focused on audience need and generate new ideas for producing audience-related programmes and material. 

“It also offers sales and marketing teams the information they need to try to monetise the content we produce and highlight new business development opportunities which can help ensure you are more accessible to more people,” Githaiga stated.

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