A recent study conducted by Ipsos has revealed that many Kenyans still prefer radio to TV.
The Kenya National Media Establishment Survey study which was conducted between April 20 and May 20, 2022 further revealed that TV is slowly edging out radio as compared to the last data that was collected in 2015.
The report shows that among the 34.5 million Kenyans who are aged 12 years and above, 27.3 million of them listen to radio over TV.
Some 16.1 million Kenyans use the internet, while 6.2 million read newspapers.
The study further revealed that more than 60 per cent of children who watch TV prefer cartoon programs rather than educational programs.
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Children are spending more than three hours a day watching TV, against an average Kenyan who spends 2.5 hours a day.
At least 45 per cent of households visited during the study have young children, in which 87 per cent of them watch kids’ content.
According to the Ipsos report, more than half of Kenyans own TV sets, with most households owning one TV set.
Also in the data, TV reach penetration is now at 74 per cent as compared to 24 per cent in 2015. Radio was at 76 per cent in 2015 and is now at 79 per cent, with mobile penetration hitting 92 per cent compared to 75 per cent in 2015.
Also, two-thirds of parents and guardians occasionally watch kids’ content on TV with their children. Children spend 2.8 hours watching TV on weekdays, 3.4 hours on Saturdays and most of them consume a lot of TV on Sundays.
