Most youth in Kenya – Millennials and Generation Zs (Gen Zs) care about information on personal finance and housing, a study by the Aga Khan University Media Innovation Centre (MiC) reveals.

The study was conducted among millennials (aged 25 – 35) and Gen Zs (aged 18 – 24) living in the urban areas.

61 percent of the youth interviewed want the media to cover more content on making money, 56 percent want content on how to become financially independent, while 37 percent would desire content on saving money and the needs of their families and friends.

Most of the respondents indicated that their top career aspiration is to get a good job or dream job within the country (46 percent) and to make money (45 percent). Other top aspirations include venturing into entrepreneurship or start own business (39 percent), pursuing further studies (33 percent) and getting a good job or dream job abroad (26 percent).

The findings also indicated that millennials and Gen Zs are ambitious and serious about wealth creation but think the media is not doing enough in terms of providing content that address two critical issues in this area – making money and how to become financially independent.

They noted that news media needs to cover more of these two issues, which seem to be in line with their top two career and life aspirations – getting their dream jobs and making money.

According to the report, the two groups predominantly find themselves consuming entertainment, celebrity news or gossip and profiles, general current affairs, and political news content. E-books, non-news content, blogs, articles are the least consumed content while dramatic content that present storylines is consumed by almost 20 percent of the respondents.

Further, millennials and Gen Zs prefer videos and pictures, and the findings suggest that they do not consider brevity, exhaustiveness, elaborateness, adequacy, and elements of progressiveness in the content they consume.

“The key characteristics that rank highly in their consideration of the content to consume are attractiveness of content, availability and reliability, relevance, and affordability and how interesting the content is,” the study revealed.