Tiktok use in Kenya declined in Q2 2023/24 as Facebook, Whatsapp, YouTube, Instagram, and X usage registered an increase in usage during the same period compared to the Q1 2023/24.
- Facebook and WhatsApp stand out as the top social media platforms in Kenya, with the highest mentions reaching 45 per cent.
- Following closely in popularity, YouTube and TikTok secure the third and fourth positions.
- TikTok use declined from 19.3 per cent in the first quarter 2023/24 to 17 per cent in quarter two, according to an Audience Measurement and Industry Trends by the Communication Authority of Kenya.
In August last year, around the same period the survey was conducted, TikTok ran into problems in Kenya, prompting a petition to the Parliament to ban the platform. The petitioner cited explicit content and lack of privacy among other reasons. In a subsequent meeting with President William Ruto, TikTok CEO Shou Zi Chew committed to ensure that content on the platform is moderated to fit community standards.
According to a study by Reuters Institute, dependence on TikTok has grown in the last few years, with much of the growth coming from younger groups.
More than half of the respondents to CAK’s survey on industry trends were internet users. There were more male than female users, with higher internet usage amongst respondents under 34. There were also more respondents living in urban areas, as there is better infrastructure and economic resources.
According to the Communications Authority of Kenya’s Audience Measurement and Industry Trends Report, the consumption patterns of media stayed steady in Q1 2023/24 and Q2 2023/24. Traditional radio sets remain the main medium for radio consumption, while mobile phones make up about one-third of radio listenership. Television viewership is still primarily through television sets while social media consumption is primarily through mobile phones.
“Overall, these findings emphasize the diverse and interconnected ways through which individuals engage with various media platforms in contemporary society,” said CA in the report.
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