A new public perception survey conducted by Meraki Analytics found that social media has become Freetown's primary news source. The Citizen Lens Vol. 1-002 series survey gathered responses from 1,217 residents across Freetown between April 13 and May 4, 2026. This extensive data collection effort provides a full look at the evolving media landscape in the city. Data collection occurred through the OneField Public Perception Survey, in partnership with Monime and Reform Initiatives. Fifty-four percent of respondents identified social media platforms as their main source of news, showing a significant shift in consumption habits. Traditional media, including radio, television, and newspapers, accounted for 23 percent of news sources. Meraki Analytics stated, "The findings demonstrate how algorithms on digital platforms are increasingly influencing what people see, read and believe. While traditional media continues to play an important role in informing the public, its influence appears to be gradually declining as more citizens consume news through social media."
Digital Dominance Detailed
Social media platforms such as Facebook, TikTok, WhatsApp, Instagram, X, and YouTube are now the dominant channels for news consumption among Freetown's residents. Facebook emerged as the leading individual source of news, with 29 percent of respondents naming it as their preferred platform. This notes Facebook's widespread influence in the digital news ecosystem. TikTok ranked third among all news sources, capturing 15 percent of the respondents' attention. WhatsApp, a widely used messaging application, also played a significant role, accounting for 8 percent of news sources. Other sources, including Instagram, X, and newspapers, collectively made up 13 percent of news consumption habits. The survey's findings clearly indicate a strong preference for digital platforms, particularly social media, over traditional news outlets in Freetown.
Shifting News Consumption
Beyond digital platforms, 11 percent of Freetown's residents reported relying on informal sources for news, including friends, family members, colleagues, and community leaders. This indicates the continued importance of interpersonal networks in disseminating information within the community. The survey also indicated that another 12 percent of the population had no regular engagement with news at all, suggesting a segment of the populace remains disengaged from current events through formal or informal channels. Among traditional media, radio emerged as the most significant source, with 17 percent of respondents identifying it as their primary channel for news consumption. This positions radio as the second most popular news source overall, following Facebook. Television, another traditional medium, received 6 percent of news sources, further illustrating the decline of conventional broadcasting in comparison to digital platforms.
Implications of the Shift
The Meraki Analytics report, titled “Freetown Has Gone Digital: How Freetownians Are Getting Their News in 2026,” notes significant shifts in news consumption habits. These changes have profound implications for public discourse, information dissemination, and civic engagement within the city. More than 95 percent of respondents indicated they do not depend on printed newspapers for their daily news, a stark indicator of the medium's diminishing relevance. Among the small percentage of residents who still read newspapers, Awoko ranked first, accounting for 33 percent of newspaper readers. Standard Times ranked second with 23 percent, while The Calabash accounted for 5 percent of newspaper readers. Awareness Times, Concord Times, and Night Watch each recorded 12 percent of newspaper readers. Global Times and Salone Times each attracted 2 percent of newspaper readers, the survey found. The report states, "The question is no longer whether Sierra Leoneans are getting their news online, but how that transition is shaping public trust, influencing opinions and redefining civic engagement." This shift necessitates a re-evaluation of strategies for public information campaigns and journalistic practices to effectively reach the Freetown population.
Expert and Report Commentary
Fifty-four percent of respondents identified social media platforms as their main source of news, according to the Meraki Analytics survey. This overwhelming preference for social media suggests a critical need for understanding the dynamics of information flow on these platforms. The report further details the landscape of traditional print media, which now caters to a very niche audience. Among the small percentage of Freetown residents still reading newspapers, Awoko ranked first, accounting for 33 percent of newspaper readers. Standard Times ranked second among newspaper readers with 23 percent. Awareness Times, Concord Times, and Night Watch each recorded 12 percent of newspaper readers. Global Times and Salone Times each attracted 2 percent of newspaper readers, the survey found. The full nature of the Meraki Analytics survey provides valuable insights into the evolving media consumption patterns in Freetown, offering a clear picture of the move towards digital news sources.
