Machakos and Bomet counties have emerged as the leaders in radio listenership, overtaking western Kenya, which had dominated for decades.
The 2022 Kenya Demographic Health Survey (KDHS) on ICT usage revealed that Machakos boasts the highest proportion of male listeners at 99.5%, while Bomet records an overall listenership of 91.1%.
This means that at least nine out of ten residents in these counties regularly tune in to radio stations, far above the national average of 80% for both men and women.
Counties with High and Low Listenership
Other counties with significant radio listenership include Narok, Kisumu, Makueni, and Nandi for men, and Vihiga, Nyandarua, Kiambu, and Murang’a for women.
On the flip side, Mandera County has the lowest radio engagement, with an average of just 20%. The report indicates that only 35% of men and an alarmingly low 5.5% of women in Mandera listen to the radio.
Historically, western Kenya led radio consumption, with an impressive 85% of residents regularly tuning in.
However, recent shifts show declining listenership in regions like North Eastern Kenya, which now stands at 62%, and Nairobi, where only 69% engage with radio.
Demographic Trends in Radio Listenership
The report also provides insights into radio habits based on gender and marital status. Among men, widowers emerged as the top listeners, with a remarkable 98.5% regularly tuning in.
For women, those living with their partners reported the highest engagement, at 79.3%.
Age-wise, men aged 35–44 had the highest regular listenership at 77.3%, while women aged 25–34 led among females at 64.2%.
Urban vs. Rural Radio Consumption
Rural areas showed higher radio engagement compared to urban centers. In rural regions, 76.5% of men and 62.9% of women listen to the radio at least once a week, compared to urban areas, where listenership stands at 63% for men and 61.1% for women.
Television Viewership Patterns
When it comes to TV viewership, Uasin Gishu County recorded the highest proportion of male viewers at 98.2%, while Kiambu led for female viewers, with 90.5% regularly watching TV.
In contrast, counties such as Turkana, Tana River, Wajir, and Mandera reported the lowest TV engagement for both men and women.
Internet Usage Across the Country
Internet penetration shows a growing trend, with 56.2% of males and 44.2% of females accessing the internet nationally.
Nairobi leads in internet adoption, with 89.7% of men and 76.4% of women reported as internet users. Other high-ranking counties include Kiambu and Uasin Gishu, while Mandera, Tana River, and Turkana are at the bottom.
Mobile Phone and Smartphone Ownership
The survey also revealed that 80.4% of men and 77.5% of women nationwide own mobile phones. Among them, 49.1% of males and 42.7% of females own smartphones.
Conclusion
The findings from the KDHS report highlight significant regional and demographic disparities in media consumption and ICT usage. As radio continues to dominate in Machakos and Bomet counties, other platforms like TV and internet are steadily growing, reshaping the communication landscape across Kenya. These trends underscore the importance of tailored strategies to address the diverse preferences and access levels in the country.
