Reports
October 5, 2015
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Overview
The Media Consumption – Consumer Habit Study conducted by Kasi Insight in Kenya aimed to address the dearth of local market data, particularly in media consumption and retail performance, as identified by marketers in Africa. The study involved an online survey with 1001 respondents aged 18-55, focusing on consumer behavior and attitudes towards media and news. The insights gained from this research are crucial for advertisers to effectively target audiences and deliver engaging content.
Key Takeaways
News Sources: The study revealed that online sources are catching up with TV as a primary news source, contradicting the assumption that radio has a broader reach in Africa.
Media Consumption: While 58% of respondents obtained news through TV, 58% accessed news online, indicating a significant shift towards digital platforms.
Time Spent: Respondents spent more time watching news on TV (34%) compared to online sources (33%).
Digital News Trends: Across age groups, obtaining news online is popular, especially among those aged 25-34. Highly educated individuals tend to prefer online news.
Device Usage: Mobile devices (44%) are the most common means of accessing online news, followed by desktop PCs (32%) and tablets (24%).
News Enjoyment: Approximately 39% of respondents enjoy watching the news, with the highest enjoyment reported among individuals aged 45-54.
Popular News Categories: Politics and business news are the most followed categories, while weather news is the least popular.
Demographic Preferences: Younger respondents favor sports news, mid-age groups prefer politics, and older respondents are more interested in international affairs.
Methodology
The study employed an area probability design with a sample size of 1001 participants in Nairobi, Kenya, aged 18-55. The survey, conducted online from September 14 to September 25, 2015, utilized an English-language online questionnaire. The margin of error was ±3.1%, and the sample aimed to represent urban dwellers. The research explored various aspects of media consumption, including preferred news sources, traditional vs. digital media mix, and time spent on news consumption.
The study suggests a shift in media consumption patterns in Kenya, with online sources gaining prominence alongside traditional platforms. As mobile penetration increases, online news is expected to continue growing. TV remains a leading media source, especially among urban dwellers, but the findings indicate evolving trends that advertisers and media professionals should consider for effective audience targeting and content delivery.
