"Alarmingly, the research reveals that fake news is a pervasive problem surrounding the Kenyan elections with 90% of respondents having seen false or inaccurate information and 87% viewing this information as being deliberately false. Why does this matter? An informed citizenry is vital to Kenya’s democracy and the findings have serious implications for the media and society at large. With a third of Kenyans unable to access accurate information about the election, fake news is limiting the public’s ability to make informed decisions. This is of course extremely relevant to the business and political communities alike. For the mainstream media, the survey findings will come as good news, with most Kenyans trusting traditional media sources such as TV, which has a trust level of 76%. With 67% of Kenyans actively wanting comprehensive and detailed information and 78% wanting factual and accurate information, Kenya’s media establishment should be encouraged to invest in better journalism." (In conclusion, page 14)