Internet use has tripled in seven years, Ipsos report reveals

Ipsos Manager Barnabas speaking at the launch of the Kenya Media Establishment Survey 2022 at Serena Hotel [David Gichuru, Standard]

Radio was ranked as the most consumed media, according to the Kenya Media Establishment Survey conducted in 2022 by Ipsos.

Ipsos is a multinational market research and advisory company headquartered in Paris, France.

Of a total audience of 34 million, radio is consumed by 27.3 million.

It is followed by television with 25.5 million, the Internet (16.1 million) and the written press (6.2 million). Notably, internet usage has tripled from 13% in 2015 to 46% in 2022.

The survey was conducted between April 20, 2022 and May 20, 2022.

The sampling plan was provided by the Kenya National Bureau of Standards (KNBS) with a target of 10,000 households covering all counties in Kenya.

“The Establishment’s latest investigation dates back to 2015 and occurred as the digital migration of television was occurring. The media industry has been in the dark about the real events in the media scene since the digital migration” , reads an excerpt from the document.

The survey also indicates that mobile phone, TV and internet usage increased dramatically from 2015.

“Television declined in 2015 due to disconnections due to digital migration.”

The survey found that 80% of Kenyans listen to the radio at least once a week while 74% watch television for the same amount of time.

The survey found that 95% of households in Kenya have at least one telephone.

Additionally, ownership of mobile devices has increased from 79% to 95%. On the other hand, smartphone growth increased from 19% to 51%.

“The mobile screen is the biggest technology that disrupts this market the most.
(and beyond) so far.”

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