Younger generations aged 18-44 years are the strongest newspaper readers in Kenya, driven by digital access to news, a new survey has revealed.

The Communications Authority (CA) said that up to 20 percent of Gen Z (ages 18-27) and up to 22 percent of Gen Y (ages 28-44) adults read newspapers across the 2025/26 fiscal year—the highest level among all age groups.

Gen Y and Gen Z read newspapers using both traditional formats (print and e-editions) and online formats (website and app articles).

“Newspaper reading in Kenya shows a noticeable difference between men and women, with men consistently reporting higher readership than women in all quarters. By age, people aged 25-34 years are the most active newspaper readers, recording the highest levels of readership,” the CA said.

“In contrast, newspaper reading is lower among teenagers aged 15-17 years and adults aged 45 years and above, suggesting that print media appeals most to young and mid-career adults.”

Gen Y (Millennials), born between 1980 and 1996, account for about 22 percent of Kenya’s population while Gen Z, born between 1997 and 2012, represent 33.42 percent.

Millennials are mid-career adults who strive to read newspapers and other material to stay informed about professional and economic trends as well as other public affairs.

Both Gen Z and Gen Y are digital communities and use their phones for most tasks, including reading newspapers in formats such as e-editions and newsletters. Most Kenyans rely on smartphones as their main means of accessing the internet, highlighting the central role these devices play in staying connected and accessing information.

CA data shows that internet use in Kenya is highest among young people aged 15–24 years, where more than 70 percent are online. Internet use then steadily decreases with age, with the lowest levels seen among those aged 45 years and above, where fewer than 40 percent report using the internet.

“High internet access in Kenyan urban areas is largely due to strong digital infrastructure, including wide broadband coverage and reliable mobile networks. Urban residents also benefit from higher income levels and better access to digital devices, making it easier for them to adopt new technologies,” CA said.

“In addition, internet use rises steadily with higher Living Standards Measure (LSM) levels, showing a clear connection between income, education, and digital participation in Kenya’s evolving media landscape.”

In the CA survey, newspaper readership in Kenya is significantly higher in urban areas compared to rural regions.

“Urban dwellers consistently show greater engagement with print media, reflecting better access to distribution channels and higher literacy levels,” the regulator said.

CA said that in the fourth quarter of 2025/26, newspaper readership was highest in the Lake region at 21 percent, followed by Rift at 20 percent, indicating relatively stronger engagement with print media in these areas.

“Most other regions recorded modest recovery or remained broadly stable, while North Eastern had the lowest readership at eight percent, highlighting a generally soft but regionally varied newspaper consumption landscape,” it said.

→dmusau@ke.nationmedia.com

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