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Internet usage rises as traditional media consumption drops
A customer reads an article from the Daily Monitor website. Online news consumption is growing, especially among younger people. PHOTO/ MICHAEL KAKUMIRIZI
What you need to know:
- Internet usage as a primary source of information has risen from just 10 percent in 2019 to 26 percent in 2024.
- The increase underscores the growing importance of digital platforms, particularly social media, in shaping public opinion and information consumption.
As traditional media fades and internet use rises, advertisers must swiftly adapt to stay relevant and connect with audiences in this shifting landscape.
This is according to IPSOS and the National Audience Measurement Survey Technical Research Team (NAMS TRT) 2024-2025.
The survey findings reveal significant changes in media consumption patterns in Uganda, signaling a crucial shift for advertisers.
The study, which surveyed 10,002 respondents nationwide, indicates a continued decline in traditional media usage, while internet platforms are experiencing robust growth.
This survey serves as an update to the Establishment Survey conducted in 2019 and was released at the Uganda Communication Commission in Bugolobi.
“The findings paint a clear picture of evolving media habits, highlighting the need for advertisers to recalibrate their strategies. While radio remains the most widely consumed medium at 70 percent, this figure has decreased from 89 percent in 2019. Television viewership has declined slightly, from 38 percent to 37 percent, and print media continues to lose ground, falling from 8 percent to 7 percent,” reads the report in part.
Internet usage grows
In contrast, Internet usage as a primary source of information has risen from just 10 percent in 2019 to 26 percent in 2024.
The increase underscores the growing importance of digital platforms, particularly social media, in shaping public opinion and information consumption.
“The objective of the National Audience Measurement Survey Technical Research Team is to create a media currency that stabilises the advertising market, ensuring maximum returns on investment for advertisers,” Ms Nanzala Mwaura, the IPSOS country manager said.
The report provides seven-day diary data that will be used for media planning and rate card setting.
Mr Rommel Jasi, chairperson of the Uganda Advertisers Association (UAA), echoed this sentiment, emphasizing the survey’s role in providing valuable insights for data-driven decision-making in advertising.
“Understanding the current trends is essential for our industry to craft effective strategies,” he noted, adding that as the media landscape shifts, advertisers ought to embrace these insights to optimise their messaging and outreach efforts.
He added that the latest audience data presents a timely opportunity for businesses to reassess their advertising strategies and align them with contemporary media consumption trends.
