- From the report, very few people in North Eastern listen to the radio at 62 per cent with Nairobi having the second lowest listenership at 69 per cent.
- This is contained in the report, ‘Audience Measurement and Industry Trends Report Quarter 2 FY 2023-2024’ covering October to December 2023.
Image: COURTESY
Radio is most listened to in the Western region, the latest report by the Communications Authority shows.
The report released on Tuesday shows the region has the highest radio listenership with nearly nine in every 10 residents (85 per cent) listening to radio.
From the report, very few people in North Eastern listen to the radio at 62 per cent with Nairobi having the second lowest listenership at 69 per cent.
This is contained in the report, ‘Audience Measurement and Industry Trends Report Quarter 2 FY 2023-2024’ covering October to December 2023.
The listenership is also high in Lower Eastern at 85 per cent.
The report shows 71 per cent in the Upper Eastern region listen to the radio, 73 per cent in the Coast region, 78 per cent in South Nyanza, and 80 per cent in Central.
According to the report, more men are listening to radio compared to women with the consumption being higher among the old folks.
“Males exhibit higher radio consumption compared to females, and this trend is more pronounced among older respondents. Additionally, radio listenership shows an upward trajectory with increasing age,” the report shows.
From the report, listenership is as high as 85 per cent among those aged between 35 to 44 years and 84 per cent among those aged 45 years and above.
The report further shows that Television is watched more in Central at 87 per cent and Nairobi at 81 per cent, whereas internet usage prevails in Nairobi, reaching 83 per cent.
According to the report, South Nyanza region has the lowest newspaper readership at seven per cent while Nairobi leads with 21 per cent readership.
Kiswahili is the language most of the stations tuned into followed by vernacular, the report shows, while most of the audiences that tuned to English programmes are located in the urban areas.
“Swahili stations have a higher listenership in the Western and Coast topographies. Listenership of vernacular stations is highest in the Lake and Lower Eastern topographies,” the report says.
Only 10 per cent of listeners in rural areas tune in to English radio prorammes, compared to 19 per cent in urban areas.
In terms of regions, 30 per cent of Nairobi residents tune in to English programmes compared to just six per cent in Western.