The Lower Eastern Times Opening The Third Eye
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A recent survey conducted by InfoTrak has revealed that television remains the primary source of information for most Kenyans.
According to the poll, 67% of respondents trust TV as their main source of news, followed by radio at 54%, and social media at 50%.
The survey, conducted between November 16 and 30, 2024, also highlighted regional variations in media consumption. Television was the dominant source of information across various regions, with Nairobi leading at 77%, followed by Central and Eastern regions at 70%.
Other regions such as Rift Valley (68%), Coast (64%), Western (62%), and Nyanza (59%) also showed a strong preference for TV. North Eastern recorded 59%, while newspapers trailed behind, garnering just 9% of the population’s trust. Word of mouth was the least popular source, with only 4% of Kenyans relying on it.
The survey targeted 2,400 respondents aged 18 and above from all 47 counties, ensuring a diverse and representative sample. The survey’s margin of error was calculated at +2%, with a 95% degree of confidence. The data was processed using SPSS 26 Statistical software, known for its reliability.
In order to ensure a comprehensive analysis, the study incorporated desk research, quantitative interviews, and qualitative interviews with key informants and focus groups.
