one to two hours and 24 % for less than one hour. These patterns highlight the growing demand for flexible, personalized media experiences.
Radio, while still relevant, is also experiencing shifts in consumption. Ipsos in Kenya data shows that 28 % of Kenyans listen to radio for one to two hours daily, while 24 % listen for three to four hours. The integration of radio with digital platforms- such as live streaming and podcasting- is helping traditional broadcasters remain competitive.
Technological advancements such as 5G, artificial intelligence( AI), and blockchain are redefining the media value chain. AI enables hyper-personalization, predictive analytics, and automated content curation. Businesses leveraging AI report engagement rates 30-40 % higher than traditional methods. Meanwhile, 5G connectivity is enhancing mobile video consumption and enabling immersive experiences, while blockchain offers new models for content rights management and monetization.
AI-driven tools allow businesses to deliver personalized content recommendations, automate customer service, and optimize advertising campaigns. Real-time data analytics provide actionable insights into consumer behaviour, enabling agile decision-making and strategic pivots.
The implications of digital media growth for businesses are far-reaching. To thrive in this disrupted environment, organizations must adopt a multi-pronged strategy anchored in agility, innovation, and customer-centricity.
A digital-first strategy is no longer optional- it is essential. The ubiquity of mobile and internet access demands that businesses prioritize digital channels as core engagement platforms. Websites, apps, and social media must be optimized for mobile responsiveness and user experience. A seamless digital presence is now a baseline expectation.
Content must be treated as a strategic asset. In a saturated media environment, high-quality, relevant content is a key differentiator. Brands must invest in video, short-form, and interactive formats tailored to audience preferences. Ipsos in Kenya data links engaging content directly to increased brand recall and conversion. Businesses should develop comprehensive content strategies that align with consumer behaviour and platform dynamics.
Audience fragmentation necessitates granular segmentation. Businesses must harness real-time data to segment audiences, personalize messaging, and measure campaign performance. Ipsos emphasizes the importance of data-driven decision-making in media planning and advertising effectiveness. AI and machine learning can further enhance targeting accuracy and campaign optimization.
Social media should be viewed as a fullfunnel channel, not just a promotional tool. It plays a vital role in customer service, sales, and community engagement. Brands must maintain active profiles, respond promptly to inquiries, and foster meaningful interactions with their audiences.
Reputation management has become a real-time discipline. The decentralization of media means that businesses no longer control the narrative. Misinformation and user-generated content can impact brand perception within hours. The Forbes Communications Council recommends developing a crisis response plan, monitoring digital chatter, and intervening swiftly with verified information. Building trust through transparent and consistent communication is paramount.
Agility and innovation are now competitive advantages. The pace of digital evolution requires businesses to experiment with new platforms, formats, and technologies. A test-and-learn mindset is critical for staying ahead of consumer trends and platform shifts. Ipsos in Kenya advocates a flexible approach to media strategy, especially in emerging markets where consumer preferences evolve rapidly.
Understanding and addressing customer needs is foundational. Businesses must use data to personalize experiences, deliver value, and foster loyalty across digital touchpoints. A customer-centric media strategy drives engagement, advocacy, and long-term growth.
Emerging technologies are reshaping content delivery, monetization, and user experience. Early adoption of tools such as AI, 5G, and blockchain can unlock new efficiencies and engagement models. Businesses should explore how these innovations can enhance their media strategies and operational capabilities.
Africa’ s rising connectivity and youthful population offer untapped markets for businesses that invest in inclusive digital strategies- mobile-first solutions, local content, and digital literacy. The World Bank’ s Digital Economy Initiative for Africa aims to digitally enable every citizen and business by 2030, aligning with the African Union’ s Digital Transformation Strategy.
Digital ad spend in Africa is growing at 18 % CAGR, outpacing traditional media. Native advertising and branded content offer higher engagement and trust than banner ads or interruptive formats. Real-time performance tracking allows businesses to optimize campaigns dynamically. Ipsos data shows that businesses shifting to digital platforms are achieving better targeting and measurable returns.
Digital media growth is not a trend- it’ s a structural shift. For businesses, the mandate is clear: embrace digital transformation, invest in content and data, and build agile, customer-centric strategies. Those that adapt will not only survive but lead in the new media economy.
The future belongs to those who innovate, connect meaningfully with their audiences, and leverage technology to deliver personalized, impactful experiences. In a disrupted media landscape, relevance is earned through agility, authenticity, and strategic foresight.
Enock Wandera is the Chief Client Officer at Ipsos Limited. You can commune with him on this and related matters on mail via: Enock. Wandera @ ipsos. com.