Drawing experience from the GeoPoll Audience Measurement service which has been powering important decisions for media houses, brands, and agencies around the world for close to a decade, the Kenya Establishment survey provides some of the most comprehensive media insights in Kenya yet.

2015 vs 2022: The media landscape has changed immensely

This is the first establishment survey since the media establishment survey in 2015 during the Analogue to Digital Broadcasting Migration.

This year’s establishment survey is different in many ways. Since the digital migration, there has been a steep rise in the number of new local television stations offering niche content, either by genre, demographic target audience, or language. Television viewership today is largely accessed via Pay Television set-top boxes, despite the availability of free-to-air set-top boxes, which has also contributed to an increased viewership of foreign stations.

The fragmentation of media at a regional level also means the need to understand media habits at sub-regional levels is imperative for any media decisions.

The most significant change, though, has been the way we consume media. The rise of the smartphone has revolutionized how people access and interact with media, such as listening to the radio, watching television, accessing the internet, streaming video, listening to music, reading print media, and more.

Because the mobile phone is an on-the-go device with a diverse range of offerings, there is increased access to media and, importantly, competition for attention. For example, people watch TV while using their phones, and smartphones command eyeballs that may have otherwise viewed Out of Home advertisements such as billboards.

The Kenya Establishment survey 2022, therefore, delves into penetration beyond only traditional media. We have looked at TV, radio, and print (newspapers and magazines), as well as the mobile phone, the internet, subscribed video on demand (SVOD), pay TV, social media, messaging apps, free online videos, podcasts, and streamed music.

Beyond the media: other topics covered

While conducting the establishment survey, we took the opportunity to interview respondents on topics such as financial services (savings, mobile banking, loans, banking, insurance, pension, and digital currencies), e-Commerce, and gambling. We also looked at consumer purchasing habits for soft drinks, milk products, personal care, and washing powder, making this study one of the most comprehensive in understanding Kenya through media and day-to-day activities.

Methodology

In conducting the Kenya Establishment Survey, GeoPoll targeted 4,581 respondents through in-person interviews by trained interviewers using the GeoPoll CAPI Application.

The sampling frame was drawn from the KNBS 2019 National Census data, guiding the selection of sampling units, sampling implementation, sampling documentation, and sampling weighting.

The sample was proportionately distributed by gender, age, standards of living (SEM), setting (urban vs. rural), personal income, education level, occupation, household profile, and marital status.

The sampling design covered all 47 counties with the number of interviews spread by the population size of each county. To ensure a representative geographical distribution and to cater to media channels with lower penetration, we proportionately covered the entire country to the sub-county level.

The sampling and data collection methodology we incorporated significantly increased the scientific representativeness of the study to boost our quest to produce the most comprehensive media insights in the country.

Get the Kenya Establishment Survey Report

The Kenya Establishment Survey report is available in several formats, including:

• a topline report which gives a summary of the findings,
• a detailed Microsoft Power BI dashboard with all the data filterable by question, demographics and locations, and
• custom reports tailored to your needs in terms of insights and format.

Talk to us to learn more about the Kenya Establishment Survey and discuss the best report for your needs or fill out the form below to request more information.

—-

About GeoPoll Audience Measurement

The GeoPoll Audience Measurement service began in 2014 and is widely acclaimed for its unique mobile-based methodology, which provides next-day audience measurement data for TV, radio, and print from multiple emerging markets in Africa, the Middle East, and the Caribbean; enabling media houses, brands, and agencies to more accurately target their audiences and measure ROI of advertisements.

Key Statistics on GeoPoll Media Audience Measurement over the years (up to July 2022):

• 25,290,705 completed surveys across various markets via 273,562,206 messages via Mobile SMS and App.
• In Kenya alone, we have completed 7,138,751 through 73,484,885 messages via Mobile SMS and App.
• In that same period, GeoPoll recorded 18,497,004 station responses for different stations (TV, Radio and Print).

GeoPoll Media Audience Measurement is improving to broaden the channels covered and deliver deeper insights in line with the changing times. Talk to sales to understand what’s changing.

The post The GeoPoll Kenya Establishment Survey 2022 Report appeared first on GeoPoll.

To shed more light on consumers’ tastes and the channels they can be reached through, GeoPoll ran a Rapid App survey in Ghana, Kenya, Nigeria, South Africa, Tanzania, and Uganda between the 10th and 15th of December 2020, with a sample size of 999. This report summarizes the findings on topics such as the most popular media channels, media consumption changes, trust in advertisements, the prevalence of online channels, and the most effective types of advertisements.

Most popular media channels in Africa

GeoPoll’s study found that the internet (social media and other websites) and TV are the most consumed media channels by respondents in this study. Fifty-five percent of the respondents said they access online media channels every day. In contrast, 23% said they watch TV daily. Sixteen percent said radio was their go-to channel, and only 5% said they read newspapers and print media every day. This differed from country to country and between genders. For example, females in Ghana said they prefer TV (45%) over social media (20%), compared to males (24% for TV and 39% for social media). In Tanzania, on the other hand, females preferred social media (56%) over TV (just 4%) while males were relatively even with 33% picking social media over TV (26%).

To gauge how media preferences are changing, we examined how much more or less of each channel the respondents were consuming in the last 12 months, compared to the previous year. A large majority (72%) reported that they are using social media more than they did a year ago. TV also had an upsurge in viewership, as discovered in recent GeoPoll Audience Measurement reports, with 54% saying they are watching more television, which was in direct contrast to print, which over half of the respondents (54%) said they are reading less of compared to last year.

Trust levels in Advertising 

The influence of a media channel depends, to a great extent, on if its audience can trust it, especially so for advertising. In the survey, we asked the respondents which media channel they trusted advertisements on the most. TV was cited as the most trusted by almost half of the respondents (46%). The internet and radio followed with 30% and 12% trust levels, respectively.

Overall, asked about which of traditional channels or modern channels they find more trustworthy, the respondents were split almost evenly, with 43% trusting online advertising over traditional media (41%). Seventeen percent said both are about the same. 85% of the respondents have purchased a product or service after coming across an advertisement.

Internet Usage and Online Advertising

Given how popular the internet has become and how influential it has become in marketing, we asked the respondents about their frequency of using the internet. In a week, a vast majority (80% said they access the internet every day. Over 65% said they access the internet at least four hours every day, pointing to a growing number of eyeballs on online channels addressable by online advertising. For context, it should be noted that the audience was online-only as the survey was conducted on the GeoPoll App.

Indeed, consumers find online advertisements influential. When we asked, “do you find online advertisements influential to your purchase decisions?”, 95% said they find them compelling either to a great or to some extent.

Having established the popularity of online channels over other channels, the next question becomes which specific online channel is most popular. As we have found out in other surveys we have conducted across Africa, Facebook was the most popular in all the countries we surveyed, by a big margin, with 45% choosing Facebook as the favorite channel. Overall, YouTube was second with 15%, followed by Twitter at 14%. However, the order varies when we look at the findings by country.

The Most Effective Advertisements

Many factors go into an advertisement. Channel selection, which we have already looked at, is as important as the message, the design, and the target audience, among other factors. The GeoPoll survey also sought to know what ad elements are most influential from a selection we provided. The offer (price) was the most crucial element (28%), followed by relevance to the person seeing the advert (24%) and access (convenient availability of the product, at 19%). So, it is essential to pay attention to the price and discount being offered, audience targeting options, and how the product will reach the buyers if you are an advertiser.

Finally, the survey sought to establish the type of adverts that customers find most enjoyable; hence the advertisements advertisers need to create most. In a society that craves reality, lifestyle images and videos of real people such as influencers were the most popular, as well as creatively designed banners.

—

About this GeoPoll Survey

This Rapid Survey was run via the GeoPoll mobile application between the 10th and 15th of December 2020 in Ghana, Kenya, Nigeria, South Africa, Tanzania, and Uganda. The sample size was 999, composed of random App users between ages 18 and 64. Since the survey was randomly distributed, the results are slightly skewed towards younger, male respondents.

To get more details about such GeoPoll surveys or conduct a scientific study on advertising or other topics in any region in Africa, Asia, and Latin America, please contact us.

The post Advertising Report: Africa’s most effective and trusted channels appeared first on GeoPoll.