Kenyan Survey Shows Social Media Usage Tripled Since 2015
July 27, 2022
Global market research firm IPSOS conducts a study in Kenya to get clues on how media and other organizations can better reach their audiences in that country. Last performed in 2015, the company just released its latest iteration. We learn some of this year’s findings in Capital News‘ article, “Social Media Reach Triples in Past 7 Years.” Reporter Wendy Wangui tells us:
“The Kenya Media Establishment Survey 2022 revealed that mobile device has been the major disruptor in the media landscape with an increase in ownership from 79% to 95% and growth of smartphone from 19% to 51%. Speaking during the launch, IPSOS in Kenya Managing Director Chris Githaiga said that Kenya has witnessed accelerated growth and diversity in media touch points since the outbreak of the COVID-19 pandemic. ‘We found out that internet use has more than tripled from 13% to 46% mainly driven by social media. We also discovered that social applications such as Facebook, Twitter, and Google are debasing more quickly as newer applications like Betting, TikTok, Telegram and Opera become more attractive to the youth,’ he said.”
So it seems a combination of mobile devices and COVID are helping platforms extend their reach. This survey illustrates how social media’s grip over the Internet is spreading around the world like a plague. Alas, we may be approaching a day when no one remembers a Web free of its big tech overlords, a time when the Internet is synonymous with social media. Then again, perhaps folks working to avoid that digital dystopia will prevail.
My hunch is that social unrest will increase.
Cynthia Murrell, July 27, 2022
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