The Kenya Demographic and Health Survey (KDHS) 2022 has revealed a significant shift in radio listenership patterns, with Machakos and Bomet counties emerging as new leaders in this sector, surpassing the traditional dominance of Western Kenya. The survey, which provides insights into ICT adoption and media consumption across the country, highlights key changes in how people interact with media, particularly radio, television, and the internet.
Radio Listenership Trends
The KDHS 2022 report shows that radio is most listened to in Machakos and Bomet counties, where the proportion of people tuning in is notably higher than the national average. In Machakos, 99.5% of males actively listen to the radio, while in Bomet, 91.1% of the population does so. These figures contrast sharply with the national average of 80%, underscoring a significant regional variation in media consumption habits. This shift is largely attributed to the widespread use of mobile phones and local radio stations, which provide more personalized content and entertainment options.
In contrast, Western Kenya, which had previously been the radio listenership leader with nearly nine in every 10 residents tuning in, now faces a decline. Counties in this region, such as Kisumu and Vihiga, still show high listenership rates, but they no longer dominate the national landscape. The KDHS report highlights the dynamic nature of media consumption, driven by changes in technology and the growing reach of alternative communication platforms.
ICT Adoption Patterns
The survey also reveals significant disparities in ICT adoption based on marital status, gender, and rural versus urban residency. Among males, the widowed were found to be the most avid listeners at 98.5%, suggesting a potential preference for radio as a form of companionship and information access. On the other hand, the highest proportion of females who listen to the radio are those living with their partners (79.3%). These findings indicate that different social groups have varied preferences and needs when it comes to media consumption.
The use of the internet in Kenya shows a similar trend of disparity. Married men (58.9%) and those living with partners (62.8%) are more likely to use the internet compared to their female counterparts (42.4% and 47.9% respectively). This suggests that men are more likely to engage with online services for work, information, and communication, whereas women may face barriers such as access, literacy, or digital literacy. Urban areas show higher internet usage rates than rural areas, with Nairobi City County leading the way at 89.7% for males and 76.4% for females.
Impact of Technology and Infrastructure
The KDHS data highlights the impact of infrastructure on ICT adoption. Access to electricity is a critical factor, with households that have reliable power being more likely to own mobile phones, televisions, and radios. In urban areas, ownership rates for these devices are significantly higher 72.5% of households own a radio, 79.2% own a television, and 18.5% own a computer compared to rural areas (62.2%, 39.7%, and 3.4% respectively). This gap is indicative of the digital divide and the challenges faced by rural areas in bridging it.
Mobile phones remain the most ubiquitous ICT device in Kenya, with 94.6% of households having at least one member owning a mobile phone. The KDHS reveals that 49.1% of males and 42.7% of females own a smartphone, emphasizing the increasing importance of smartphones in accessing online services. Mobile money services are also extensively used, with 93.5% of households using mobile phones for financial transactions, reflecting the role of mobile money in providing financial inclusion, particularly in rural areas.
Conclusion
The KDHS 2022 provides a comprehensive view of the evolving media landscape in Kenya, revealing that radio, despite its traditional role, remains a crucial medium, especially in regions like Machakos and Bomet. The report also underscores the digital shift among different demographic groups, highlighting the need for targeted policies and interventions to bridge the digital divide. As Kenya moves towards a more digitally integrated society, understanding these trends will be critical for stakeholders in media, technology, and policy-making to design effective strategies that enhance ICT adoption across the country.
