A RECENT survey by the Reuters Institute Digital News Report 2023 has unveiled Kenya as the global frontrunner in TikTok usage, surpassing other nations in embracing the popular social media platform.
According to the survey findings, Kenya accounts for a significant 54 percent of TikTok usage for any purpose, with 29 percent specifically for news consumption. Following closely behind is Thailand, securing the second spot, while South Africa claims the third position with 50 percent general usage and 22 percent for news consumption on TikTok.
The report further highlights the rising influence of TikTok as a platform for news distribution, especially among younger audiences. Facebook, which has traditionally dominated the news landscape, is now witnessing a decline in its popularity. TikTok’s rapid ascent is reshaping the digital news landscape and challenging the supremacy of established social media platforms.
However, the report also reveals an interesting trend among TikTok, Instagram, and Snapchat users. These individuals tend to gravitate towards celebrities and social media influencers for news content, rather than relying on
traditional media outlets. This differs significantly from Facebook and Twitter users, who still primarily engage with and discuss news topics on these legacy platforms.
The survey highlights that audiences are increasingly selective in their news consumption, actively avoiding stories that may induce feelings of sadness or anxiety as a means of safeguarding their mental well-being.
In terms of growth, TikTok maintains its status as the fastest-growing social network, with an impressive 44 percent of users actively engaging with the platform. The app’s popularity is particularly prominent among the 18-24 age group, solidifying its position as a preferred ch
oice for young users.
The findings of the Reuters Institute report shed light on the evolving digital news landscape, where TikTok’s rise and shifting audience preferences are reshaping the way news is consumed and shared.
