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MEDIA CONSUMPTION HABITS DURING the LOCKDOWN Impact Assessment of Media Usage During Quarantine - April 2020

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MEDIA CONSUMPTION HABITS DURING the LOCKDOWN Impact Assessment of Media Usage During Quarantine - April 2020 MEDIA CONSUMPTION HABITS DURING THE LOCKDOWN Impact Assessment of Media Usage During Quarantine - April 2020 ©2020 IpsosKE_AUM_ Media Consumption Habits I April 2020 SNAPSHOT SUMMARY This report snapshot highlights the situational analysis on media access and consumption habits at a time when a significant proportion of the continent population is either in lockdown and for some, working from home due to the Covid-19 crisis. From our analysis, here are some interesting observations: Increased media time; high consumption of TV programing Increased levels of anxiety and Online activities Increased household Increased spend on food and expenditure; school going healthcare hence less saving. children are at home CRISIS • Media is awash with stories of job loses meaning budgetary Increased idle time for constraints at the family level family bonding • Reduced consumer purchase power With heavy media consumption by a hungry audience, therein SO WHAT? lies the opportunity for creative content development. ©2020 IpsosKE_AUM_ Media Consumption Habits I April 2020 METHODOLOGY AND SAMPLING Survey Demographic Profile Rift Valley 1 25% National survey achieved a total sample of Eastern 2 15% 2,049 respondents 1 Central 3 13% 2 8 Nyanza 4 13% The representative sample covered the 18+ 37% 6 URBAN 63% Nairobi 5 11% population across all regions of Kenya 4 3 RURAL Western 6 10% 5 Coast 7 9% The survey was conducted telephonically 7 N. Eastern 8 4% (CATI) from 9th to 19th April 2020 49% 51% MALE FEMALE AGE SOCIAL ECONOMIC CLASS Refused 2% 45yrs + 23% LSM 1-2 14% LSM 15-17 2% 35-44yrs 18% LSM 3-4 12% LSM 12-14 14% 25-34yrs 29% LSM 5-7 22% LSM 9-11 35% 18-24yrs 28% Base: 2,049 respondents aged 18 years+ ©2020 IpsosKE_AUM_ Media Consumption Habits I April 2020 MEDIA INCIDENCE Online users are spending in the excess of 3 hours daily across online platforms Print - Possibly slowed by Weekly media incidence by platform Average time spent daily in minutes reduced mobility of potential buyers, fear of infection from surface contact and Listened to radio 79% de-prioritization of spend on Radio newspapers, magazines. Watched TV, in or outside your home 77% 162 (2hrs+) Used the internet Electronic & digital media - is 48% site/Social media therefore the key point of focus Used Video on Television to most media consumers. 19% Demand (VOD) 188 (3hrs+) Read or paged 19% Content on Demand - Pay through a newspaper platforms such as Viusasa have Online Read or paged attracted a 1/5th of the Kenyan 7% 197 (3hrs+) through a magazine adult population, in addition to high consumption of free Youtube videos. ©2020 IpsosKE_AUM_ Media Consumption Habits I April 2020 ONLINE ENGAGEMENT Stronger during the day compared to other platforms. Audience flow back to TV at night to seek and validate news items as well as connect with their favorite programming Competing scenarios for electronic and digital media Daily media habits Radio Day Part patterns Normally, the evening radio curve is lower than the breakfast daypart. This season is different and radio listening in the evening is attracting equal if not more audiences than the morning. Midnight 6am to 10am to 1pm to 4pm to 7pm to 10pm to Midnight 6am to 10am to 1pm to 4pm to 7pm to 10pm to We have also noted that online to 6am 10am 1pm 4pm 7pm 10pm midnight to 6am 10am 1pm 4pm 7pm 10pm midnight engagement at night is higher than that of radio Radio (n= 1197 TV (n=1107) Online (n=732) Apr-19 Apr 2020 ©2020 IpsosKE_AUM_ Media Consumption Habits I April 2020 STUDY INFORMATION AREAS Full report details Media Consumption break down: • Data can be broken by topographies • New media in terms of VOD and social media • What are the consumers priorities in terms • How different demographic have been • When are the VOD are more being accessed of their budgets. accessing media • What is the correlation between social media • Which categories are consumers focusing on • Emerging programming across TV and radio and TV. by different demographic • Reach for TV and Radios nationally and by regions • Daily ratings per stations • Time spends on stations (TV and radio) BE SURE. For more information contact Ipsos on: MOVE©2020 IpsosKE_AUM_ Media [email protected] Habits I April 2020 or [email protected] FASTER. www.ipsos.com/en-ke.
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