Kenyans are spending more time on social media, Media Council report

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A report by the Media Council of Kenya (MCK) indicates that radio remains the preferred medium for many Kenyans. The State of the Media report released at the end of March shows that Kenyans are spending more time listening to the radio and using social media.

The report paints a picture of declining television audiences and newspaper readership. Kenyans who watch television are only interested in news while only 30% of the country’s people depend on international television content.

Just over 40% of Kenyans said they do not watch television, a sharp increase from 26% last year. However, 58% (about 16 million Kenyans) still consume television content. Still, this is down from 74% of respondents surveyed in 2020.

The report further states that 75% of Kenyans no longer read newspapers but trust social media such as Twitter for a quick fix of their daily news.

Radio is the most preferred source of information, with more than 74% (about 21.4 million) of people in the country consuming this medium, which is higher than any other medium. Popular radio stations in the country include: Radio Citizen (27%), Radio Jambo (22%), Kameme FM (15%), Radio Maisha (13%) and KBC Radio (11%).

The most popular television channels in the country are Citizen TV (78%), KTN Home (31%) and NTV (27%).

The survey also showed that entertainment accounted for 64% of content consumed on social media. A further 59% said they use social media for news, while 53% use it for networking.

According to the survey, Kenyans spend an average of 3 hours a day on social media, which is higher than the global average of 2 hours 24 minutes.

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