肯尼亚媒体委员会：2025年肯尼亚媒体行业状况调查报告（英文版）（60页）.pdf

1、STATE OF MEDIA 2025 REPORTSURVEY REPORTObjectives General ObjectiveTo determine the overall state of media in Kenya.Specific Objectives1.Establish the number of Kenyans using broadcast media platforms(radio andtelevision).2.Determine the number of Kenyans using print media platforms.3.Establish indi

2、cators in the usage of internet,digital,and social media platforms.4.Gauge the level of trust Kenyans have in the media.5.Ascertain the main sources of news for Kenyans.Approach and Survey MethodologyComponentDescriptionDates of Fieldwork15th April 2026 to 23rd April 2026How was the survey conducted

3、?Data collected through Computer Assisted Personal Interviewing(CAPI).Universe and Survey SampleThe target population comprised Kenyan residents aged 15 years and above.The study achieved a total sample size of 3,774 respondents.Sampling DesignA multi-stage stratified sampling approach was used,with

4、 Probability Proportional to Size(PPS)applied.Margin of ErrorApproximately 1.7%at 95%confidence level,reflecting the large national sample size.Response RateThe study achieved a near-complete response rate,supported by rigorous field supervision.Survey Geographical CoverageAll 47 counties across the

5、 8 regions of Kenya,PPS used.Data Collection ToolsStructured and pre-tested survey questionnaire.Quality Assurance MeasuresIncluded pilot testing,enumerator training,real-time data checks,supervisor back-checks(10%),and data validation protocols.Data AnalysisData was cleaned,processed,and analyzed u

6、sing SPSS 27Demographics of RespondentsIn the past one week,did you consume any of the following mediums?Overall,which of the following do you use as your main source of news?In a typical day,do you watch TV?Time Spent Watching TVWhat time(s)do you mostly watch TV(Multiple Mention)Prime Time(7.01 PM