1、The State of Media Survey Report 2024Presented by:Mr David Omwoyo,MBS,Chief Executive Officer and Secretary to the Council,Media Council of KenyaApproach to the survey-MethodologyDates of Fieldwork6th May 2025 to 13th May 2025How was the survey conducted?Interviews were conducted through Computer As
2、sisted Personal Interviewing(CAPI)Universe and Survey sampleThe relevant section of the public that was targeted in the survey(i.e.the universe)was persons who were 15 years old and above at the time of the survey.The overall survey had a target survey sample size of 3,602 respondentsWhat was the ma
3、rgin of error1.5%at 95%degree of confidenceWhat was the response rate?100%response rateSurvey Geographical CoverageThe survey covered all the 47 counties in the 8 regions and targeted Kenyan population aged 15+years and above.The distribution of the survey sample across the 47 counties was proportio
4、nately allocated.Data AnalysisData was processed and analyzed using SPSS 18Sample DistributionRegion2019 Census Population(Millions)2019 Census15+Population(Millions)Regional Target sampleRegional Total achievedCoast4,329,474 2,640,979 354 365 North Eastern2,490,073 1,518,945 186 188 Estern6,821,049
5、 4,160,840 521 522 Central5,482,239 3,344,166 410 448 Rift Valley12,752,966 7,779,309 962 1,004 Western5,021,843 3,063,324 376 364 Nyanza6,269,579 3,824,443 469 499 Nairobi4,397,073 2,682,215 329 324 Total47,564,296 29,014,221 3,608 3,714 Study Findings-General sources of information1.Television rem
6、ains the most consumed medium,with 26%of respondents reporting consuming it in the past week.Social media closely follows at 24%,while radio accounts for 23%of usage.These figures represent a decline from the 2023 survey,which indicated that 33%of Kenyans primarily consumed television content.2.Soci
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