Kasi Report - Media consumption consumer habits study

Overview

The "Media Consumption Consumer Habits Study" conducted by Kasi Insight in October 2015 focused on understanding media consumption patterns and preferences among the target audience of News/Marketing Executives in Ghana and Kenya. The research aimed to address the need for local market data, providing insights that could assist advertisers in targeting audiences effectively and creating engaging content.

Key Takeaways

- The study surveyed 1,001 respondents aged 18-55 in Kenya, conducting a 5-minute online survey from September 14th to September 25th, 2015.

- TV remains the leading source of news, but online platforms have become the second most preferred medium for Kenyans, surpassing radio.

- Politics, Sports, and Business are the top categories of news that respondents follow closely.

- Online media is the dominant platform for news consumption, with more people spending less than 30 minutes watching or reading news on TV, radio, or newspapers.

- Mobile devices emerged as the primary medium for online news consumption.

- Younger age groups (25-34 years old) show a higher enjoyment of watching or reading the news.

- Billboards appear to have limited impact on both male and female respondents.

Methodology

The study employed a 5-minute online survey conducted by Kasi Insight, targeting respondents in Nairobi, Kenya. The sample size consisted of 1,001 participants aged 18-55, and the survey was conducted between September 14th and September 25th, 2015. The data collection was carried out through an internet-based network. The survey covered aspects such as preferred types of news, time spent on various channels, and perceptions of billboard effectiveness. The methodology prioritized the representation of key demographics, ensuring a comprehensive understanding of media consumption habits.

The Media Consumption Consumer Habits Study revealed significant shifts in media consumption patterns among Kenyan respondents. As online platforms gain prominence, advertisers and media outlets need to adapt their strategies to effectively engage audiences. The study's findings offer valuable insights into the preferences and behaviors of the target audience, providing a foundation for informed decision-making in the dynamic media landscape of Ghana and Kenya.