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THE MEDIA AFRICA ANNUAL_digital

Radio to chose from Given the diversity of language, it is not surprising that Kenya has 139 radio stations. The overall daily penetration of the medium is 61%, placing it second to mobile. The predominant stations in the mass market, according to Kantar- GeoPoll Media Measurement, are Citizen Radio followed by Radio Maisha, Jambo and Classic. Mass stations are complemented by niche stations with an upmarket appeal such as Capital, and nonprofit community stations. Another medium offering broad reach and coverage across all LSM groups is outdoor. Russell Stuart, MD of Primedia Out of Home Africa, pointed out that Nairobi County outdoor regulations are inhibiting the development of digital screens. Advertising on “road reserve” is not allowed; it must be located on private property, away from the road – requiring large and expensive displays. Mobile markets For the first quarter of 2016, The Communications Authority of Kenya reported 38,3 million mobile subscriptions (89,2% penetration) and internet reach levels of an estimated 87,2%. TNS’s Connected Life 2016 study, covering the behaviour and attitudes of internet users across 50 countries, shows that connected Kenyans spend 62% of their media time on their digital devices, primarily on their mobiles. Instant messaging (86%) and social networking (83%) are the most EAST Afcira 25 widely used platforms, but there is increased enthusiasm for uploading content (63%), reading sports and news (58%) and gaming (51%). Kenya’s accomplishments in the mobile sphere have been prodigious. Forbes wrote that M-Pesa “reshaped Kenya’s banking and telecom sectors, extended financial inclusion for nearly 20 million Kenyans, and facilitated the creation of thousands of small businesses”. A driving force in local app development has been the attempt to solve local problems: iCow provides advice to small dairy farmers and M-Farm provides real time prices for crops to farmers. With Kenyans developing an appetite for gambling, sports betting on mobile platforms such Log on to www.themediaonline.co.za for daily news about the media, for the media, by the media, and to subscribe to our free newsletters. Relevant contributions always welcome. Advertising sales: +27 11 447 7741


THE MEDIA AFRICA ANNUAL_digital
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