By Our Reporter,
NATIONAL
A recent survey by Twaweza reveals a significant shift in Uganda’s media habits, with radio’s dominance waning and online platforms gaining traction. The survey, conducted between January 9th and February 13th, 2024, shows that Radio remains the primary source of news for 56% of citizens, down from 79% seven years ago.This decline is countered by rising internet usage, driven by mobile phones and social media.
The report which polled 2,741 respondents across the country, revealed that Television, internet, and social media are gaining traction, especially among young, educated, urban, and relatively wealthy individuals.
In contrast, older, rural, and less-educated citizens continue to depend heavily on radio to access information.
The report, titled Who’s Engaged, Who’s Excluded? Ugandan Citizens’ Opinions and Experiences on Media Engagement and Citizen Participation, is based on data from Twaweza’s Sauti za Wananchi, a high-frequency mobile phone survey.
With the invention of internet and smart gadgets, the reports indicated a rapidly growing number of Ugandans using internet. The report notes that in just the past three years, the percentage of citizens who accessed the internet via their mobile phones in the previous four weeks has risen from 15% to 24%. However, the majority of Ugandans (76%) still report no internet use in that time, highlighting the significant digital divide in the country.
Social media platforms, especially WhatsApp, were highlighted as gaining popularity, primarily among younger, wealthier, and urban residents. For instance stance, two in ten Ugandans (20%) now use WhatsApp, compared to 11% just three years ago. Facebook follows with 14% usage, while TikTok has experienced rapid growth, reaching 9% of users. Other platforms like Twitter/X and Instagram are far less popular, used mostly by well-educated residents of Greater Kampala.
Despite the shift to digital media, Twaweza report showed that community engagement remains robust. This is evidenced by tree out of four Ugandans (73%) who reported attending at least one community meeting in the past year, with the majority actively participating by asking questions or raising concerns.
According to the survey results, this level of engagement marks a return to pre-COVID-19 levels.
In addition, the survey indicated disparities in attendance and participation.
“Men (78%) are more likely to attend community meetings than women (67%), and urban residents, especially in Greater Kampala, are less likely to participate compared to their rural counterparts,” excerpt of the Twaweza report on community engagement on access to information.
Among the issues discussed at these meetings, the survey revealed, “security topped the list, with 42% of attendees mentioning it, followed by water and sanitation concerns at 22% each. For those who do not attend community meetings, the main reasons cited were lack of awareness (28%) and time constraints (19%).”
Accordingly, the report showed that there is still a divided media environment in Uganda despite attempts by the government to bridge these gaps. The divide is according to the report largely attributed to digital technology.
Violet Alinda, Country Lead for Twaweza in Uganda, expressed concern over the increasing division in Uganda’s media environment. She emphasized that while a small, online-savvy group is engaging in online discussions, the majority of Ugandans, who do not use the internet, are left out.
“This is a reminder to all of us that different people in Uganda lead very different lives. This has always been the case, but it is significant that our media environment is increasingly becoming divided between a small, highly online group and the majority who never use the internet and continue to depend on the radio.This has potentially concerning implications, especially if discussions shift online and decisions are influenced by online conversations that most citizens remain excluded from. We need to protect the role of offline spaces for citizens to engage in public debate and to make their voices heard such as community meetings. And those of us who are active online should remind ourselves that what we see represented there is only a small minority of Uganda.”
As Uganda’s media landscape continues to evolve, ensuring equal access to information and participation in public discourse remains a crucial challenge for the country’s future.
