Mogadishu — January 2026
FOR IMMEDIATE RELEASE
Ubah Media Lab’s latest study, New Study Reveals Trust Deficit at the Heart of Somali Digital Media Use, finds that barriers to online information access are widespread, with roughly 7 in 10 respondents reporting challenges driven by a combination of mistrust, high internet costs, and poor network quality. The survey of 239 participants shows that mistrust alone is the single largest barrier (49.8%), underscoring a media landscape where credibility concerns shape how people engage with digital platforms.
The study, titled “How Do Somali Audiences Use and Engage with Contemporary Digital Media Platforms in Their Everyday Lives?”, examines how people access media, which platforms they trust, and why many users disengage despite having digital access.
The findings show that mobile phones and social media platforms, particularly TikTok, WhatsApp, and Facebook, now dominate everyday media use, while radio continues to play an important role, especially for news and religious content. However, high levels of media consumption coexist with widespread skepticism toward information sources.
“Our research shows that access alone does not lead to participation,” said Said Isse, Founder of Ubah Media Lab. “Many Somalis actively limit their engagement online because they do not trust what they see, fear misinformation, or want to avoid conflict. Trust is the central challenge shaping digital life.”
The study finds that trust has shifted from institutions to relationships, with audiences relying more on family networks, religious leaders, diaspora contacts, and social media influencers than on formal media outlets or government sources. While this relational trust helps people navigate uncertainty, it also creates uneven visibility and accountability in the digital public sphere.
Importantly, the research highlights that digital inequality in Somalia goes beyond internet access. High data costs, poor connectivity, limited digital skills, and low confidence, particularly among women and older users, continue to shape who participates and who remains silent online.
The study also underscores strong cultural continuity in Somali digital media use, with a clear preference for Somali-language, audio-visual, and performative content rooted in long-standing oral traditions. Digital platforms are not replacing these practices but reconfiguring them within algorithm-driven environments.
Ubah Media Lab says the findings carry important implications for media development, digital governance, and public communication in Somalia and similar fragile contexts. The organisation is calling for policies and programmes that prioritise trust-building, culturally grounded media literacy, safer digital spaces, and responsible engagement with influencers and community figures.
“This research challenges the idea that more connectivity automatically means more civic participation,” Said Isse added. “If trust is not addressed, digital expansion risks deepening disengagement rather than empowering citizens.”
The full report and a one-page executive brief are available through Ubah Media Lab’s Policy Research Section.
ENDS
Media Contact: info@ubahmedialab.org www.ubahmedialab.org