Television remains the primary source of information for Kenyans, with 67% of the population trusting it as their go-to medium for news and updates, according to a recent survey conducted by InfoTrak. The findings, gathered between November 16 and November 30, 2024, reaffirm TV’s enduring influence despite the rise of digital platforms and other media alternatives.
The survey, which involved a sample of 2,400 respondents aged 18 and above from all 47 counties, highlighted the distribution of trust in TV across Kenya’s eight regions. Nairobi led the pack with 77% of residents citing TV as their most trusted source of information. This was closely followed by Central and Eastern regions at 70% each, Rift Valley at 68%, and the Coast region at 64%. Western and North Eastern regions reported 62% and 59% respectively, with Nyanza also at 59%.
Radio and Social Media Follow Closely
While TV dominated as the leading source of information, radio and social media came in as close contenders. Radio was trusted by 54% of Kenyans, maintaining its position as a traditional yet reliable medium, especially in rural and hard-to-reach areas. On the other hand, social media secured a 50% trust rate, reflecting its growing importance in the information ecosystem, particularly among younger and urban populations.
Interestingly, traditional print media lagged significantly behind, with newspapers garnering trust from only 9% of respondents. Word of mouth through friends and family was cited by just 4% of those surveyed, underscoring its diminishing role as a reliable source of information in an increasingly media-driven society.
Regional and Methodological Insights
The survey employed a robust methodology to ensure accurate and representative results. The sample size was proportionately distributed across the 47 counties, with Rift Valley the largest region in terms of population taking the highest sample, and North Eastern the smallest region taking the least. The survey adopted a three-pronged approach comprising desk research, quantitative interviews, and qualitative methods, such as key informant interviews and focus group discussions.
To process and analyze the data, InfoTrak used SPSS 26, a statistical software known for its precision and reliability. The survey had a margin of error of ±2% at a 95% confidence level, providing credible insights into the information consumption habits of Kenyans.
Why TV Continues to Lead
TV’s dominance as the most trusted source of information can be attributed to its wide accessibility, visual appeal, and comprehensive coverage of news and events. For many Kenyans, television provides a sense of reliability and immediacy, with news broadcasts offering real-time updates. Moreover, TV stations often maintain high journalistic standards, which fosters trust among viewers.
Despite the proliferation of digital platforms, the survey findings suggest that many Kenyans still prefer TV for its structured and regulated content. This is particularly evident in rural areas and among older demographics, where the adoption of newer technologies is slower compared to urban centers.
Challenges for Newspapers and Word of Mouth
The survey results highlight the decline of newspapers and word of mouth as sources of information. With only 9% of Kenyans trusting newspapers, the print media industry faces significant challenges in adapting to the digital age. The reliance on word of mouth, at just 4%, also reflects the population’s shift toward more formalized and verified channels of communication.
Implications of the Findings
The survey underscores the importance of television as a critical medium for disseminating information to Kenyans. It also points to the growing role of social media and radio, suggesting a media landscape in flux as technology and audience preferences evolve.
For media practitioners and policymakers, these findings provide valuable insights into how different regions consume information, highlighting the need to balance traditional and emerging platforms to ensure inclusivity and trust in the media.
As Kenya continues to advance technologically, it will be essential for traditional media like TV and radio to adapt and coexist with digital platforms, ensuring that information remains accessible, accurate, and reliable for all citizens.
