ESTABLISHMENT SURVEY
Establishment Survey Provides Access To Recent , Robust , Credible Audience Data
By Chris Githaiga
The media landscape has changed over the last decade - and will continue to evolve . Understanding the evolving audience consumer space is therefore important in identifying opportunities for strategic targeting .
This is why the Media Establishment Survey 2022 launched recently has come in handy for institutions looking for access to recent , robust , and credible data as the benchmark for marketing and business strategy . Businesses , advertisers , media owners , academic and government institutions can now use it as a reference to infuse new strategic thinking into their operations .
The last survey was carried out in 2015 - 7 years ago - at the advent of broadcasting in Kenya moving from analogue to digital transmission . Since then , a lot of changes have been witnessed regarding national demographics , media scene and audience behavior .
The population , for example , has increased from 45 million to 52 million while urbanization has grown from 26 % to 28 % creating fertile ground for the changes that have been witnessed in the media industry .
There is emergence of more media channels and more fragmentation - especially driven by vernacular , community , and niche stations ( RADIO from 109 to 250 + stations ; TV from 45 to 250 + stations ) and growth in VOD ; free or paid own content creation .
We have also seen an explosion of social media - with social media growing in prominence as a perceived authoritative voice ; more and more online platforms breaking news as they happen .
The increase in access to a phone has seen access to news in real time ; a camera that turns anybody into an instant journalist . Globally , there is concern on fake news and journalistic ethics .
Covid-19 has also done a reset on all consumer behavior - including how they interact with media .
While all these have been going on , organizations have been in the dark on the actual happenings on the media scene since the digital migration . This is why it was only prudent to hit a refresh button on the audience data currently being used by the industry .
The 2022 Media Establishment Survey , therefore , sought to see how much the
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Knowing your audience , understanding the issues they face , and being aware of what they think about society - and your media organization in particular - are important factors for fine-tuning what you offer to better inform the public debate . media landscape has changed , and what has changed in relation to media reach for the different media touchpoints . Besides media and audience habits , the survey also captured socio-economic data that is important in the creation of target groups and other forms of segmentation .
It was conducted by Ipsos in Kenya between April 20th and May 20th , 2022 . The sampling design was provided by the Kenya National Bureau of Statistics ( KNBS ). The sample which used the Face-to-Face approach targeted 10,000 households and it covered all the 47 counties of Kenya . About 34 million respondents above the age of 12 participated .
The study has made very interesting findings that will inform critical strategic directions for organizations . It reveals that Radio is growing at par with TV with 27.3 million and 25.5 million listeners and viewers , respectively . Internet enjoys an audience of 6.1 million while Print ratings stand at 6.2 million . But the mobile device has been the major disruptor in the media landscape with an increase in ownership from 79 % to 95 % and growth of smartphone from 19 % to 51 %. This is why despite the fact that there is a decrease in radio set ownership the medium is towering as the King as it is becoming more personalized through the mobile device .
Another finding from the data is the growth in digital , which is not surprising , the content that is resonating with audiences , saving habits by Kenyans etc . TV set ownership has increased from 32 % to 53 %; digital TV adaptation has pushed Pay STB ownership from 10 % to 28 %, while the internet use has more than tripled - from 13 % to 46 % mainly driven by social media .
Indeed , the social media is witnessing an
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