Media Use in Zimbabwe Findings from the 2012 International Audience Research Project.

Media Use in ZimbabweFindings from the 2012 International Audience Research Project

Methodology

Methodology: Data Collection

Target population: Adults ages 15 and older living in Zimbabwe

Sample size: 1,512

Mode: Face-to-face interviews in respondents’ homes

Languages: English, Shona, Ndebele

Response rate: 83.2%

Field period: July 22 - August 2, 2012

Field team: 5 supervisors; 31 interviewers

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Methodology: Sampling Plan

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Provinces: 10

PSUs: 189

Interviews per PSU: 8

Within household selection: Kish method

Methodology: Challenges in Field Work

Political intimidation and suspicion

– Respondent wariness to participate or answer truthfully

– Zanu PF youth inquisition

– Assumption of Zimbabwean government involvement in research

Logistical obstacles

– Acquiring permission from chiefs or headmen

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Media Landscape

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Photo: cpj.org

Photo: Globalpost.com

3 in 4 Households Have Mobile Phone; Half Have TV

Which, if any, of the following do you have working in your household? (n=1,512)

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Mobile phone

Radio TV Internet access

MP3 player Computer Telephone landline

76%

60%

47%

19%

12% 10%5%

Access Gaps Observed in TV, Internet Between Urban and Rural Areas

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Mobile Phone

Radio TV Internet access

MP3 player Computer Telephone landline

97%

66%

88%

44%

27% 24%14%

69%

58%

34%

11% 7% 6% 2%

76%

60%

47%

19%12% 10%

5%

Urban (n=416) Rural (n=1,096) Total (n=1,512)

Which, if any, of the following do you have working in your household?

Word of Mouth, Radio Most Prevalent News Sources

How often do you access news from each of the following sources? Results among total sample (n=1,512)

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43% 40%35%

31%

17% 14% 11%

72%65%

49% 51%

23%19%

35%

Every day/Most days At least once a week

Media Consumption Differs Between Urban, Rural

How often do you access news from each of the following sources? Percent who use each source at least once a week

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86% 85%

71%66%

63%

48%

35%29%

38%

68%

45%

65%

27%

15% 14% 11%

Urban (n=416) Rural (n=1,096)

Ndebele More Likely Than Shona to Rely on Word of Mouth

How often do you access news from each of the following sources? Percent who use each source at least once a week

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68% 65%

52% 49%

37%

25%20%

16%

91%

63%

48% 48%

23%15% 12%

8%

Shona speakers (n=1,226) Ndebele speakers (n=248)

Radio is Choice Source Among All, but Youth Most Likely to Also Use New Media

How often do you access news from each of the following sources? Percent who use each source at least once a week

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Radio TV Internet Mobile apps

65%59%

34%

23%

66%

53%

25%

17%

67%

43%

14%7%

60%

23%

3%0%

15-24 (n=423) 25-34 (n=499) 35-54 (n=417) 55+ (n=158)

Satellite TV Use

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Photo: www.rnw.nl

Two-Thirds of TV Owners Use a Satellite Dish

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Antenna Individual satellite dish Shared satellite dish

68% 66%

2%

How does your television receive its signal?

Results among television owners (n=799)

Dish Ownership Prevalent Among Most Educated

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Urban Rural 15-24 25-34 35-54 55+ Primary education

Sec-ondary

education

High school

Post-secondary education

73%

60%

69%65% 65%

44%41%

61%

79%84%

How does your television receive its signal? Percent “individual satellite dish” among all TV owners (n=799)

One in Four Dish Owners Pays for Premium Channels

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Access free channels only

74%

Pay extra to access more

channels26%

Do you use the TV channels that are aired for free with your satellite dish, or do you pay extra money to access more channels?

Results among satellite dish owners (n=558)

Shona, Highly Educated Most Likely to Pay Extra

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28%

14%

20%

16%

30%

44%

Percent of satellite owners in each group who pay for premium channels

Wiztech, DSTV Most Popular Satellite Decoders

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Wiztech DSTV Philibao Fortec Star Vivid Other

46%

28%

16%

7%

1% 2%

What type of decoder do you use to get satellite channels? Results among Zimbabweans with a satellite dish (n=558)

New Media:Internet & Mobile Phone Use

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Photo: Dailymail.co.uk

Strong New Media Growth: Internet Use More Than Doubled Since 2011

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2010 (n=1,500)

2011 (n=1,500)

2012 (n=1,512)

47%

53%

71%

63%

56%60%

52%

50%

50%

9%

24%

4%

10%22%

SMSRadioTVSocial NetworkingInternet

Past-week use of source

Urban Areas in Particular Show High Use of TV and New Media

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SMS Radio TV Social Networking Internet

87%

59%

80%

43% 42%

64%60%

37%

15% 14%

71%

60%

50%

24% 22%

Urban (n=416) Rural (n=1,096) Total (n=1,512)

Past-week use of source

TV Is Leading News Platform in Urban Areas

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Friends/ Fam-ily

Radio TV SMS Internet Social Network-

ing

Newspapers/ Magazines

Mobile Apps

57%

41%

66%

50%

33%

26%23%

15%

36% 39%

21% 22%

9% 8% 6% 6%

43%40%

35%31%

17%14%

11% 9%

Urban (n=416) Rural (n=1,096) Total (n=1,512)

Daily/Most days use of source to get news

TV, SMS, Internet are Leading News Platforms for the Highly Educated; Those under 30 Turn to Friends/Family

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Friends/ Fam-ily

Radio TV SMS Internet Social Network-

ing

Newspapers/ Magazines

Mobile Apps

48%

39% 41%36%

23% 21%

13% 13%

56%

46%

75%

57% 55%

45%

26%

34%

43%40%

35%31%

17%14%

11% 9%

Under 30 (n=781) Post-secondary education (n=159)Total (n=1,512)

Daily/Most days use of source to get news

Mobile Phone Penetration Lower Among Older, Rural, Uneducated, and Ndebele Speakers

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Total 15-24 25-34 35-54 55 and older

Urban Rural Shona at Home Speakers

Ndebele at Home Speakers

No formal

education

Post-sec-

ondary education

69% 68%

79%

69%

49%

92%

61%

73%

53%

28%

97%

% Personally owning a mobile phone among various demographic groups

SMS Is the Primary Non-Voice Activity, but Internet Access, Social Networking, and Radio Listening Are Also Popular

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SMS Accessed the

Internet

Accessed a social

networking site

Listened to the radio

Sent a photo

to other people

Email Downloaded a

mobile app

Received information

by SMS from your

mobile operator

Downloaded and

viewed a video

clip

Received news

reports by SMS

from news organiza-

tions

Watched live TV

91%

29% 26% 23%19% 16% 17% 18% 18%

6%2%

95%

42% 41%34% 34%

25% 25%21% 22%

8%3%

Mobile phone owners (n=1,040) Mobile phone owners under 30 (n=561)

Which of the following have you done on a mobile phone in the past 7 days?

Interest in Mobile News and Information

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News headlines about events

around the coun-try

Health advice News headlines about world

events

Weather reports Information on crop or food

prices

Sports scores

90%82%

72% 69% 67%61%

88%

80%74%

65%61%

65%

Mobile phone owners (n=1,040) Mobile phone owners under 30 (n=561)

Mobile Is the Key Internet Access Means

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Home Work Internet café School Anywhere from mobile

73%

31%

22% 25%

87%

28%

7%1% 4%

42%

Use Use the most

In which of the following locations do you use the Internet?

Internet Use Highest Among Young Adults, Urbanites, and Highly Educated

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Total Men Women 15-24 25-34 35-54 55 and older

Urban Rural Shona at Home Speakers

Ndebele at Home Speakers

No formal

education

Post-secondary education

22%

28%

17%

34%

23%

13%

1%

42%

14%

23%18%

3%

76%

% Having accessed the Internet during the past week among various demographics

News and Information Top the Internet Agenda

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To find out the latest

news

To send or receive

email

To find in-formation

online about a specific

topic

To read a blog

To post a comment to

a blog

To share videos or

photos on-line

To down-load, watch, or listen to a

podcast

To watch online

videos such as TV pro-

grams, news reports,

video clips, or movies

To listen to online

audio such as music, radio pro-grams, or

news reports

15% 14% 14% 12% 12% 12%4% 3% 3%

68%65% 65%

56% 53% 52%

20%11% 13%

All Regular internet users (n=335)

In the last 7 days, which of the following activities have you used the Internet for?

Young Adults More Likely to Frequently Share News With Others

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Daily/Most days per week

Weekly Monthly Less often Never

23%

27%

20%

17%

12%

27%29%

19%

14%

11%

All Under 30 (n=781)

How often do you discuss or share news with family, friends, or your social network, not including those who live in your household?

SMS and Facebook Are Key News-Sharing Tools for Young Adults in Particular

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SMS text message or

MMS

Facebook or similar social networking

sites

Instant message

Email Commenting online or on

someone else’s blog

Twitter or similar mi-

croblogging sites

Online video, like YouTube

52%

35%

24% 22%17%

8%5%

57%

48%

27% 26% 24%

9%6%

Regular news sharers (n=801) Regular news sharers under 30 (n=435)

Do you share news with your friends, family, or social networks in any of the following ways?

Conclusions

The notion that Zimbabwe is a radio-only market is outdated.

With the strong growth in TV and New Media in urban areas, a multi-platform approach is needed to reach different demographics.

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Photo: voanews.com Photo: biztechafrica.com

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