dc.description.abstract | The main objective of this study was to explore the consumption of podcasts among users of
the internet within the County of Nairobi. The study is informed by two theories i.e. the uses
and gratifications theory also referred to as the motivation and reward for media consumption
and the Technology Acceptance Model (TAM) to explain the levels of gratifications as well
as the perceived usefulness and ease of use of podcasts among smart phone users in Nairobi
County. For purposes of this study, an explanatory design for research was utilised and the
specific location of the study was Nairobi County. The target population for this study was
2,100,763 Nairobi residents who, according to the Kenya Population and Housing Census
Report (November 2019), have access to the internet. For this research, a sample size of 384
respondents was chosen based on Krejcie & Morgan in their 1970 table. Snowball sampling
as part of a convenience sample was used as a sampling technique. The researcher started by
identifying a few people who were willing to take part in the study. After they had
participated in the study, the researcher requested them to refer them to their friends who they
thought/knew were using the internet to listen to podcasts. This went on until 384
respondents were reached. The study made the use of questionnaires to collect the data from
the primary sources. The data collected which was quantitative in nature was then coded and
entered into the specific data analysis tool; statistical packages for social scientists (SPSS
Version 24) after which the entered data was analyzed through descriptive statistics. This
study found that the majority (54%) of the respondents had subscribed to a podcast whereas
46% had not even though they listened to them. The findings concluded that a large number
of the respondents were listening to podcasts as shown by the majority 71% whose response
were to the affirmative. It was clear that the potential of podcasts with the current widespread
internet access is very high based on the high mean scores generated for the specific
statements measuring this objective. For instance, the popularity of podcasts increased when
more consumers gained access to smart phones and Wi-Fi connected devices. The study
concluded that the podcasts received by respondents are only listened to a level that is above
average by most of the respondents. The study finally revealed that the respondents’
preference for other forms of media over podcasts was not high. The study recommended that
with improved internet access, acquirable production tools spurning creativity, innovative
applications and exemplars and ease in usability, podcast compositions are a viable way to
disseminate information to an audience. Therefore, content creators are encouraged to find
innovative ways to incorporate issues using credible podcast compositions to expand and
unleash creative potential. Also, marketers and businesses looking for new avenues and ways
of reaching their potential clientele can use available insights to explore potential audiences,
infrastructure, trends and commercial opportunities. | en_US |