ERIS AUDIENCE SURVEY SUR VEY ETHIOPIA 2011
DAVID WARD DAVID SELAM SELA M AYALE ALEW W
This report has been unded by the British Embassy in Ethiopia and the Department or International Development (DFID), UK
Copyright or this survey ERIS and authors, 2011. Permissions: The The survey either in ull or parts o may be reproduced reely as long as authorship is ully acknowledged. Cover and design by designlab. Recommended citation: Audience Survey Ethiopia 2011. Ward, D., with Ayalew, S. Electoral Reorm International Services, 2011.
Electoral Reorm International Services Electoral Reorm International Services (ERIS) is a not-or-prot non governmental organisation which provides support to strengthen democratic institutions, processes and culture around the world. ERIS has worked in over 70 countries and has provided experts or international agencies, governments, election management bodies, non governmental organisations, and other key democracy institutions. ERIS covers the ull spectrum o democracy assistance and advice. We: design, create, and manage major projects; provide experts to assist election management bodies and other key democracy institutions, the media, and civil society; shortlist observers on behal o the British Government or the international election observation missions and work with citizen observer groups; oer a range o training courses (including or election observers); organise major conerences and publish reports. In uture ERIS plans to collaborate in particular with grassroots organisations which are working to prevent election related conict, to hold elected representatives to account, to empower women, ethnic and religious minorities, and in general to promote citizen participation in the democratic process.
Copyright or this survey ERIS and authors, 2011. Permissions: The The survey either in ull or parts o may be reproduced reely as long as authorship is ully acknowledged. Cover and design by designlab. Recommended citation: Audience Survey Ethiopia 2011. Ward, D., with Ayalew, S. Electoral Reorm International Services, 2011.
Electoral Reorm International Services Electoral Reorm International Services (ERIS) is a not-or-prot non governmental organisation which provides support to strengthen democratic institutions, processes and culture around the world. ERIS has worked in over 70 countries and has provided experts or international agencies, governments, election management bodies, non governmental organisations, and other key democracy institutions. ERIS covers the ull spectrum o democracy assistance and advice. We: design, create, and manage major projects; provide experts to assist election management bodies and other key democracy institutions, the media, and civil society; shortlist observers on behal o the British Government or the international election observation missions and work with citizen observer groups; oer a range o training courses (including or election observers); organise major conerences and publish reports. In uture ERIS plans to collaborate in particular with grassroots organisations which are working to prevent election related conict, to hold elected representatives to account, to empower women, ethnic and religious minorities, and in general to promote citizen participation in the democratic process.
Table o Contents List o o Tables Tables Background Demographic prole or sample
5 6
Chart 1: Marital status o respondents
7
Chart 2: Religion o respondents
7
Chart 3: Education prole and literacy levels o respondents
8
Chart 4: Occupation o respondents
9
General media consumption
10
Chart 5: Sources o inormation
10
Chart 6: Inormation sources by region
11
Chart 7: Number o media sources used by respondents
12
Chart 8: Zero inormation source users by region
12
Chart 9: Most reliable and important sources o inormation
13
Chart 10: Frequency o using inormation sources
13
Char Ch artt 11: 11: Re Resp spon onse se to th the e qu ques esti tio on whe when n di did you you us use e the the o oll llo owi wing ng in no orm rmat atio ion n sou sourrces es??
14
Chart 12: Population with access to television
14
Chart 13: Population with access to radio
15
Chart 14: Access to radio and television by region
15
Chart 15: Newspaper access by region
16
Chart 16: Locations people listen to radio
17
Chart 17: Locations people watch television
17
Chart 18: Who decides what to listen to on radio?
18
Chart 19: Who decides what to watch on television?
18
Radio consumption
19
Chart 20: Regional breakdown o radio listening
19
Chart 21: Peak time listening times
20
Chart 22: Listening trends throughout the day (Monday-Friday) by region
20
Chart 23: Listening trends throughout the day (Sat-Sunday) by region
21
Chart 24: Programme genre listened to on radio in the last three months
21
Chart 25: Top 10 mo most st popular radio programm mme es tha hatt respo pon ndents mentione ned d by title
22
Chart 26: Most listened to radio stations in past 3 months
23
Chart 27: Most listened to radio stations in past 3 months in Addis Ababa
23
Chart 28: Respondents’ avourite radio stations nationwide
24
Chart 29: Respondents’ avourite domestic radio stations in Addis Ababa
25
Chart 30: Response to which radio station did you listen to yesterday?
25
Television consumption
27
Chart 31: Regional breakdown o television viewing
27
Chart 32: Peak viewing times
28
Chart 33: Viewing trends throughout the day by region (Monday- Friday)
28
Chart 34: Viewing times throughout the day by region (Sat- Sunday)
29
Chart 35: Top most viewed programme genres
30
Chart Ch art 36 36:: Top v ve e mos mostt pop popul ular ar te tele levi visi sion on pr prog ogra ramm mmes es tha thatt resp respon onde dent ntss men menti tion oned ed by ti title tle
30
Chart 37: Television channels watched in the past 7 days
31
Chart 38: Respondents’ avourite television channel
31
Newspapers
33
Chart 39: Newspaper readership
33
Chart 40: Awareness o newspaper titles
34
Chart 41: Newspapers read by respondents
34
Chart 42: Favourite newspaper titles
35
Chart 43: How oten do you buy a newspaper?
35
Chart 44: Where do you acquire your newspaper?
35
Internet
37
Chart 45: Internet diusion by region
37
Chart 46: Nationwide Internet users
37
Chart 47: Frequency o using the Internet
38
Annex Sampling inormation
39 39
List o o Tables Tables Table 1: Ethnic group o respondents
6
Table 2: Monthly income o respondents
8
Table 3: Barriers to listening/watching radio /television
16
Table 4: List o radio stations (listened to and avourite) by region
26
Table 5: List o television channels (viewed and avourite) by region
32
Table 6: List o newspapers (read and avourite) by region
36
Audience Survey Ethiopia 2011
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Background This survey is based on interviews with adults above the age o 15 in 3,999 households across Ethiopia. The sampling methodology is based on a multi-stage random sample design to ensure ull representation across all regions and key demographic groups. Sample districts were chosen to be representative o the geographic, ethnic and socio-economic diversity o the country. Fieldwork was conducted by ERIS and carried out using specially recruited enumerators during October and November 2010. The scope o this survey was nationwide, including both urban Tigray region and rural Ethiopia. All nine regions and two city Aar region administrations were covered in the survey as listed Amhara region in the box adjacent (urther details on the sample Oromia region are included in the annex). Somali region Benishangul Gumuz region For the analysis data was weighted in line with the SNNP region distribution o regions and centre type: urban/ Gambella region rural. This was based on population estimates Harari region in the 2007 Census. Households were selected Addis Ababa Administrative City randomly within each sample Woreda. Dire Dawa Administrative City
Ethiopia Television Ethiopian Radio FM Addis 97.1 Addis TV and FM 96.3 Amhara FM and FM Bahir Dar Dire Dawa FM 106.1 and Dire Dawa Television Oromia TV, Oromia radio and Finne FM Harar FM Mekelle FM South FM Aro FM
Dimitsi Woyane Tigray (DWET ) Fana Radio and Fana FM Sheger FM Zami FM Argoba radio Kombolcha radio Kea radio Waghimra radio Sudie radio Jimma radio Korrie radio Kembata radio
Audience Survey Ethiopia 2011
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Demographic profle or sample The sample was equally split to achieve a 50:50 gender balance an d as a result o the survey selecting those above 15 years o age based on the Census a higher proportion o younger age groups are represented: 51.9% o the sample are between 15-30 years, 29.9%, 31-45 years and 18.2%, 46-59+ years. The average age o the sampled respondents is 33 years with the youngest being 15 years and the oldest 73 years o age. A large proportion o respondents were married and less than a third were single. Nine out o ten single respondents were aged between 15 and 30 years. Table 1: Ethnic group o respondents
Ethnicity
%
Amhara
36.5%
Oromo
24.5%
Tigrie
6.9%
Guraghe
5.7%
Somali
5.4%
Sidama
4.4%
Wolayita
3.0%
Hadia
2.6%
Gamo
2.3%
Gedeo
2.2%
Aar
1.7%
Burji
1.6%
Audience Survey Ethiopia 2011
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Chart 1: Marital status o respondents 0%
Single
6% 6%
Married without any children
27%
Married with child/children Widowed 9%
Divorced/separated 52%
Living with a Partner
The sampling also achieved a balance between ethnic groups. Table 1 lists major ethnic groups that are included in the survey. The remaining 3.2% o the sample is composed o members o the Siltie, Konso, Kea, Agnwak, Gumuz, Guji, Kenbata, Harari, Nuer, Kora and Dorze groups. Ethiopia is a religiously diverse country with Islam and Christianity being practiced widely. Hal o respondents are Orthodox Christians and the remaining hal composed o Muslim, Protestant, Catholics and other religious belies. Chart 2: Religion o respondents
1%
28%
Orthodox Christan Catholic Protestant Muslim
54%
Other
17%
0%
Over hal o respondents have attended ormal education. O these 45% are qualied up to eighth grade. About a third o respondents attended grades between 9 and 12 and only 2% obtained a rst degree or above qualication. School attendance was lower among emales (49.7%) and rural respondents (52.9%) than males (68.1%) and urban respondents (84.2%). Regionally, Addis Ababa (92.5%), Tigray (72.7%) and Gambella (72.1%) record the highest percentages o ormal education attendance, while Aar (15.2%), Somali (23.9%) and Benishangul (26.9%) were low.
Audience Survey Ethiopia 2011
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Chart 3: Education prole and literacy levels o respondents First Degree and above
2.05%
Diploma/Certficate
10.46%
9 - 12 Grade
33.48%
5 - 8 Grade
38.76%
1 - 4 Grade
15.25%
Aended formal educaton
58.8%
Ableto read and write
55.4% 44.6% 41.2%
Yes
No
Over one third o respondents are armers and a very small proportion o respondents are employed in the government, non government or private businesses. A signicantly high proportion o respondents are engaged in the inormal employment sector, which is presented as ‘other.’ Just over one third o respondents have monthly earnings o below 500 Birr, a urther 29% between 500-2,000 Birr and a signicant number do not have regular income. Table 2: Monthly income o respondents
Income groups in ETB per month
%
Below 200 Birr
13.5%
201 - 500 Birr
23.6%
501 – 1,000 Birr
18.6%
1001 – 2,000 Birr
9.9%
2001 – 5,000 Birr
1.7%
5001 – 10,000 Birr
0.3%
Above 10,000 Birr
0.0%
Do not have Income
32.3% Total
100%
Audience Survey Ethiopia 2011
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Chart 4: Occupation o respondents Farmer
35.2%
Other
28.3%
Student Pensioner/retred
14.4% 1.5%
Unemployed/dependent Odd Jobs
4.6% 2.3%
Own business Private business sector NGO employee Government employee
4.6% 2.5% 1.1% 5.7%
Audience Survey Ethiopia 2011
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General media consumption Inormation sources Whilst the public receives inormation rom a variety o sources a majority o 80.1% o respondents in the survey cite radio as their primary source or receiving news and inormation, ollowed by television and word o mouth rom riends and amily and community meetings. Print and the Internet are the least common sources o inormation rom mass media. Nationwide radio is the single source o inormation most requently mentioned as a source o inormation. Chart 5: Sources o inormation Radio
80.1%
TV
61.6%
WOM
Community
49.5%
meetng
35.9%
Church/Mosque
16.9%
Mobile
16.3%
Newspaper
13.3%
Billboard
4.0%
SatelliteTV
3.8%
Police
2.7%
Internet
2.6%
None
2.3%
Other
2.1%
In rural areas particularly radio is widely consumed and 78.7% o rural respondents answered radio was a key source o inormation in these areas. Television is the most requently mentioned source o inormation in urban areas with 87% o the sample in cities responding that television was a source o inormation. Non mass media sources o inormation remain very popular among both rural and urban communities with respondents suggesting it remained a source o inormation in 52% o responses rom rural areas and 36% in urban areas rom amily and riends.
Audience Survey Ethiopia 2011
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Community meetings were also signicant sources o inormation with urban respondents replying that meetings were a source o inormation in 19.7% o cases and in rural communities this rises to 39%. Although ar smaller in respect to the number o mentions newspapers, mobile telephone and religious gatherings were also highlighted as sources o news and inormation. The use o newspapers and magazines as sources o inormation is nearly our times higher among urban (34%) respondents than their rural (9.3%) counterparts. Between the three most signicant means o communications there are considerable dierences between regions in terms o the degree which they individually act as a source o inormation and news. In Addis Ababa and Tigray television is the most requently mentioned means in which the public receive news and inormation. A slightly higher proportion o respondents rom Addis Ababa (95.7%) and Tigray (69.8%) cite television as opposed to radio as a source o inormation. In contrast, respondents in other regions highlighted radio as the most requently reerred to medium as a source o inormation and news. This was the case or responses in Amhara, Benishangul Gumuz, Dire Dawa, Gambella, Harari, Oromia and SNNPR with a high in SNNPR o 89.8% to a low o 29.6% in Gambella. Chart 6: Inormation sources by region Word of mouth
TV
Radio 55%
Dire Dawa
96% 94%
24%
Harari 4%
23%
46%
45% 25%
Benishangul Gumuz
65%
30%
90%
68% 96%
17%
52% 46%
Oromia
61% 52%
Amhara Afar Tigray
51%
30%
SNNPR
Somali
65%
35%
Addis Ababa
Gambella
61%
78% 67%
90%
40% 36%
85%
77% 70% 68%
At the other end o the scale are the low mass media users in Aar and S omali regions where traditional oral communication is cited as the single most important Aar (90.4%) and Somali (96.4%). In both o these cases where television or oral communications are the most cited mediums radio is selected as the second most important means o receiving inormation and news. The majority o the sample use a very limited number o sources and in relation to media sources these were almost universally either television or radio. On average, most o the sample uses two media sources o inormation: predominantly radio and television. Almost three out o ten respondents rely on a single media source o inormation. A total o 14% o respondents reported that they did not rely on the mass media at all to receive inormation, out o which 2.3% said they do not seek any kind o inormation rom any sources.
Audience Survey Ethiopia 2011
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Chart 7: Number o media sources used by respondents 28.7 25.3
15.4
14.9
7.1 3.5 2.3
0
1.5
1
2
3
4
5
6
7
0.7
8
0.4
0.2
9
1 0
Chart 8: Zero inormation source users by region DireDawa Addis Ababa
19.6% 0.4%
Harari
39.9%
Gambella SNNPR
58.1% 6.6%
Benishangul Gumuz
30.7%
Somali Oromia Amhara
45.1% 14.2% 12.9%
Afar Tigray
22.9% 10.0%
Media usage in the developing regional states o Gambella, Somali, Benishangul and Aar was very low. More than hal o respondents rom Gambella (58.1%) were none mass media users and there remain a signicant number o the population that do not use mass media or inormation purposes in the majority o regional states. A signicant number o respondents rom Somali (45.1%) and Harari (39.9%) also all under this group o ‘non inormation seekers.’
Reliability o inormation sources The public’s selection o the most important and reliable sources o inormation ollows patterns in their consumption o media sources.
Audience Survey Ethiopia 2011
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Chart 9: Most reliable and important sources o inormation Most important
53.1%
Most reliable
51.2%
20.5% 21.5% 11.2%
9.7%
7.8% 8.2%
4.8% 5.1%
Radio
TV
WOM
Community meetings
Not stated
The inormation sources people mainly use were also considered the most important and reliable sources across all groups. Overall, radio, television and word o mouth were mentioned as the most important and reliable sources o inormation in that order. Closely ollowing trends television is cited in Addis Ababa and Tigray, radio in many o the regions and word o mouth is considered the most important and reliable source o inormation in Aar.
Frequency o using inormation sources Chart 10: Frequency o using inormation sources Very ofen (daily)
Ofen (at least once a week)
Radio
59%
Mobile phones
24%
12%
57%
TV
37%
31% 4%
Police Community meetngs 2% Billboards/ posters
46% 41%
23%
6%
6% 1%
29%
24%
24%
5%
23%
12%
38%
17%
Others
1%
12%
36%
Satellite dish
Internet
14%
54%
Church /Mosque
2%
27% 72%
Word of mouth
Newspaper and magazines
Occassionally (at least once a month)
34% 10%
13% 17%
6% 1%
Radio and word o mouth communication are used with regular requency and in a high number o instances, very oten, by users. A total o 59% o radio users listened daily and a urther 20% two to three times per week.
Audience Survey Ethiopia 2011
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Chart 11: Response to the question when did you use the ollowing inormation sources? Yesterday
Last week
Radio
60%
Satellite dish
34%
40%
22%
16%
46%
13% 11% 5%
Others
15% 25%
6%
8%
30% 34%
12%
2%
16%
37%
6%
Billboards/ posters
Internet
12%
56%
Church /Mosque
Community meetngs
13%
74%
Word of mouth
6% 12%
35%
Mobile phones
Police
26%
43%
TV
Newspaper and magazines
Last month
15% 30% 33% 3%
19%
6% 3%
For television viewers this reduced to 35.7% or daily viewing and 20.6% or viewing every two or three days. Far more television viewers tended to watch once a week and a considerable number irregularly. Despite many respondents reporting using television as a main source or inormation, it is less likely to be used very oten.
Access to mass media Chart 12: Population with access to television
Yes 39.2%
No 60.8%
Audience Survey Ethiopia 2011
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Chart 13: Population with access to radio
No 28.8%
Yes 71.2%
More than two thirds, or 71% o respondents, own or have easy access to a working radio set. Access to television is more limited. Even i most respondents, 60.8%, do not have easy access to television, 29.9%, still manage to use television as a main source o inormation. Access to terrestrial television is lowest in the developing regional states o Benishangul, Somali, Aar and Gambella. The urban areas o Addis Ababa, Tigray as well as Dire Dawa and Harari have higher levels o television access. Nationwide access to satellite television (5.6%) and satellite radio (3%) remains limited. This is despite airly broad access in Addis Ababa where 26.1% o respondents have access to satellite television. In Harari 17.2% and Dire Dawa 27.4% o respondents had access to satellite television. Whilst eight out o 10 people have access to both radio and television in urban centres, this ratio drops in rural areas: three out o 10 or television and seven out o 10 or radio. There is no signicant dierence between men and women in access to television. However, emales (65.3%) were less likely to have access to a radio than males (77.2%). Chart 14: Access to radio and television by region Access to TV
Access to radio
87.9%
84.6%
70.0%
66.3% 67.1%
90.0%
69.5%
67.2% 61.6%
57.6%
56.3%
53.8% 45.7%
44.7%
43.5% 37.6% 32.7%
16.3% 15.7%
15.2%
Tigray
Afar
11.9%
Amhara
Oromia
Somali
10.5%
Benishangul Gumuz
SNNPR
Gambella
Harari
Addis Ababa
Dire Dawa
Audience Survey Ethiopia 2011
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As the chart 14 demonstrates there are marked variations in access to both television and radio across the regions. The low access areas or television include Aar, Somali, Gambella and Benishangul Gumuz with less than 20% o the sample responding that they had access to a television. This increased signicantly or radio in Aar and Somali though they remain below national averages, and access to radio in Gambella is very limited. Penetration o television and radio is high in Addis Ababa and radio penetration is above 60% in Tigray, Amhara, Oromia, Benishangul, SNNPR and Dire Dawa. Access to newspapers is ar more limited. With the exception o Addis Ababa newspapers are not used as a source or inormation and news by a signicant part o the population. Although nearly 50% o respondents rom Addis Ababa read a newspaper or inormation and news, in all other regions this is below 20% o the population reducing down to below 1% in some o the regions. Chart 15: Newspaper access by region Able to read and write
100%
Use newspaper as a source of information
93%
90% 80%
76%
73%
70%
61%
59%
60%
56%
54%
50%
49%
43%
40% 30% 20%
18%
20% 14%
10%
14%
3%
0% r a f A
a r a h m A
12%
9% 11%
3% y a r g i T
20%
18%
a i m o r O
i l a m o S
1% z u m u G l u g n a h s i n e B
0% R P N N S
a l l e b m a G
i r a r a H
a b a b A s i d d A
a w a D e r i D
Barriers to listening to radio and watching television For a large proportion o respondents, the purchase price o a television set was the major obstacle to them watching television especially in rural areas (49.5%). Limited electricity was the second main reason, which was mentioned as a barrier particularly in Aar (79.6%) and Somali (68.3%). Table 3: Barriers to listening/watching radio /television
Reasons selected
Radio
Television
No good programmes
1.7%
2.1%
I have no problem
4.5%
2.9%
The reception is bad No electricity/batteries are expensive Too expensive to buy a radio/TV
9.1% 14.5% 15.2%
4.2% 25.8% 43.7%
No time to listen
18.7%
14.3%
I preer another medium
37.7%
18.8%
Audience Survey Ethiopia 2011
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Despite high access and usage o radio, 95.5% o respondents reported at least one obstacle to listening to it. Among the reasons cited, a large proportion o respondents answered a preerence or other media such as television, the Internet or newspapers limits their use o radio. Limited or no electricity and the purchase price o a radio were also among the main challenges highlighted.
Places people listen to the radio and watch television Chart 16: Locations people listen to radio Not stated
0.5
Other
0.7
In a public place, like a market or public square
0.2
At work place
0.9
In café, bar or restaurant
1.3
While driving, travelling in taxi or bus
0.4
At school
0.4
At a friend or neighbour’s house
11.5
At home
84.1
The majority o respondents listen to radio at home (84.1%) or at riends or a neighbour’s house (11.5%). There is very little shared public consumption. In contrast, more than hal o respondents watch television in places other than their home and almost a quarter watch either at a riends or neighbour’s house, in a caé, bar or restaurant. Only 42.6% watch television at home. Chart 17: Locations people watch television Other
3.3%
In a public place, like a market or public square
2.9%
At work place
0.5%
In café, bar or restaurant While driving, travelling in taxi or bus At school At a friend or neighbour’s house At home
23.0% 0.4% 1.1% 26.3% 42.6%
There is also a signicant dierence among the regions. Around 90% o respondents that watch television in Dire Dawa, Harari and Addis Ababa watch at home, while 66.6% o Aar viewers watch in a caé, bar or restaurant. In Benishangul one quarter o respondents watch television in public places such as markets and public squares.
Audience Survey Ethiopia 2011
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Who decides what to listen to on the radio or watch on television? Chart 18: Who decides what to listen to on radio?
Not stated
Other
Joint decision
Friend
1.6%
0.3%
1.2%
0.2%
Family members
36.4%
I do
60.5%
Chart 19: Who decides what to watch on television?
Other
0.9%
Joint decision
1.5%
Friend
0.8%
Family members
I do
53.2%
43.7%
People reported more individual control over what they listened to on radio than watched on television. While 60.5% report having the reedom to decide on what to listen to on the radio, only 43.7% reported having the reedom to decide what to watch on television. Women have more limited control on programme choice both on the radio and television than males. 53.2% o women reported having the reedom to decide on what to listen to on the radio as opposed to 66.5% o male respondents. Communal viewing and listening is common among rural audiences. On average, three people listen together when the respondents were listening to the radio outside o their home. Similarly the modal average number o people watching television together outside their home was 10. In urban areas, there were relatively ewer people watching together as compared to rural areas.
Audience Survey Ethiopia 2011
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Radio consumption Radio consumption patterns Radio is used by the majority o the public and has a greater audience reach than any other medium. Six out o 10 users listen on a daily basis. The most requent users are in Addis Ababa and Tigray region with over 70% o respondents in the regions listening daily. Listeners in Gambela were the most irregular and only 8% listen on a daily basis to radio. In each region, despite variable listener numbers in absolute terms, the majority o listeners across regions listened to radio on a daily basis. Chart 20: Regional breakdown o radio listening Total
59.0%
Dire Dawa
30.2%
10.8%
Addis Ababa 49.7% 8.2%
4.4%
13.7%
Benishangul Gumuz
60.4% 49.3%
Oromia
19.2% 18.8%
46.3%
Afar
14.7% 18.3%
27.3% 68.2%
Tigray
‐
6.4%
8.3% 17.0%
70.2% 2 3 times a week
4.4% 1.5%
29.7%
64.0%
Every day
5.6%
0.7% 61.6%
Amhara
5.7%
34.2%
SNNPR
Somali
6.6%
3.6%
72.5%
Harari Gambella
20.7%
6.8%
13.2% 4.7% Once a week
Audience Survey Ethiopia 2011
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Chart 21: Peak time listening times Weekdays 60%
Weekends 55% 51%
46%
50% 40%
36%
34%
38% 26%
27%
30%
23%
22%
20% 10%
5% 5%
0% 6:00am– 10:00am – 2:00pm– 10:00am 2:00pm 6:00pm
6:00pm– 10:00pm – Midnight – Times vary 10:00pm midnight 6:00 am
During weekdays there is a peak in listeners between 6pm-10pm that is consistent or urban and rural communities with above 50% o respondents listening dur ing this time window. In the morning between 6:00am-10:00am there is also a rise in listenership gures. This is ollowed by a decline throughout the day and then a rise at 6:00pm to peak time listening. At the weekends a similar pattern o listening is highlighted, but there is a greater tendency or audiences to listen throughout the day rather than within time slots and thereore peak time listening is less pronounced. Chart 22: Listening trends throughout the day (Monday-Friday) by region 6:00 am – 10:00 am
10:00 am – 2:00 pm
Weekdays 2:00 pm – 6:00 pm
Weekdays 6:00 pm – 10:00 pm
‐
‐
Times vary during the week 80% 70% 60% 50% 40% 30% 20% 10% 0% y a r g i T
r a f A
a r a h m A
a i m o r O
i l a m o S
z u m u G l u g n a h s i n e B
R P N N S
a l l e b m a G
i r a r a H
a b a b A s i d d A
a w a D e r i D
The nationwide pattern is ollowed in the majority o regions with peak time viewing between 6:00pm-10:00pm.There are however, some important trends that are regionally specic.
Audience Survey Ethiopia 2011
21
In Benishangul the peak time is 6:00am-10:00am and in SNNPR and Aar the 10:00am-2:00pm slot is more popular with the audience than national trends. In Tigray the audience were more likely to have varying listening times and in Addis Ababa listening was more constant throughout the day. Chart 23: Listening trends throughout the day (Sat-Sunday) by region 6:00 am – 10:00 am
10:00 am – 2:00 pm
6:00 pm – 10:00 pm
Times vary
80% 70% 60% 50% 40% 30% 20% 10% 0% y a r g i T
r a f A
a r a h m A
i l a m o S
a i m o r O
l u g z n u a h m s u i n G e B
2:00 pm – 6:00 pm
R P N N S
a l l e b m a G
i r a r a H
a b a b A s i d d A
a w a D e r i D
Weekend listening demonstrates much continuity but also some dierences with weekday audiences. Audiences in Gambella or example tended to have much more exible listening habits than in the week. Peak time viewing is also less stressed as the audience listen across the day.
Programme preerences Chart 24: Programme genre listened to on radio in the last three months
Phone in
1.0% 1.1%
Discussion and debate
2.1% 1.5%
Health
2.5% 1.4%
Development related
Sport
Entertainment
Drama
Music
News and current events
Female
Male
1.2% 3.4% 1.9% 6.1% 5.3% 5.7% 10.0% 6.6% 14.3% 5.9% 41.6% 52.6%
Audience Survey Ethiopia 2011
22
When people were asked the type o programmes they have listened to in the last three months nearly hal o respondents (47.6%) answered news and current events. The proportion was the highest in Gambella (73.4%) and Benshangul (72.6%) and the least in Addis Ababa (19.7%). Serious issues such as news and current aairs as well as development issues were more o a preerence or older sections o the audience (46-59+ years). Younger age groups preerred entertainment programming, such as music, drama and sports. Similarly, rural communities (50.3%) were more likely to mention news and current aairs than urban populations (35%). Among the specic programmes people listened to on radio the most requently mentioned is ‘Ehud Meznagna’ on Radio Ethiopia. The programme has the largest audience in Somali, Benishangul and Tigray. The second most listened to radio programme is ‘Ethiopika link’ on Radio Fana. Other specic programmes people listened to in the last three months, included ‘Erso Bihonu Min Yadergalu,’ Tininish Tsehayoch’ and ‘Tadias Addis’ and ‘Yazebot Terek’ on Sheger FM, ‘ Police Ena Hibreteseb’ and ‘Tenachin’ on Radio Ethiopia and ‘Yibekal’ on FM Addis 97.1.
Radio station reach Chart 25: Top 10 most popular radio programmes that respondents mentioned by title Tadias Addis Egir kwas Beradio Temelketu Tininish Tsehayoch Tenachin
0.1% 0.1% 0.0% 0.3% 0.4% 0.1% Female
0.1% 0.2%
Police ena Hibreteseb
0.4% 0.2%
Woktawi Programme
0.1% 0.5%
Erso Bihonu Min Yadergalu Question and Answer Ethiopica Link Meznagna
Male
0.4% 0.4% 1.4% 0.8% 0.7% 1.5% 6.2% 3.7%
On a nationwide level there is very limited competition between radio stations. Radio Ethiopia and Fana Radio are the only radio stations to have near national reach and there are a limited number o private radio stations: three in Addis Ababa and one in Tigray. Recently introduced stations in the regions are managed by local mass media agencies and since 2008 a number o community radio stations have been licensed. There are also some international radio services o the BBC, Deutsche Welle and Voice o America. Despite this the number o broadcasters operating nationally is small and competition limited.
Audience Survey Ethiopia 2011
23
Chart 26: Most listened to radio stations in past 3 months 80% 70%
67%
60% 50% 40% 30%
22%
20%
14%
12%
9%
9%
10%
8%
7% 3%
3%
3%
3%
2%
0%
a i p o i h t E o i d a R
7 a a a M 9 r M i a F m n F M h a o a h F F r t n m a F
O
o i d a R
u o S
A
r e g e h S
T A e l M E O l F W V e
6 9 M W F e h c s t u e D
e D l e k e M
In this context Radio Ethiopia’s position is unchallenged in most o the country and 67% o respondents replied that they had listened to this station in the past three months. The highest proportion o listeners in a region to reer to Radio Ethiopia were in Aar (97.7%), Harari (88.3%) and SNNPR (81.1%). Chart 27: Most listened to radio stations in past 3 months in Addis Ababa 60%
55.1%
50%
45.7%
45.7%
40%
30% 21.9% 17.2%
20%
11.7% 8.2%
10% 2.7%
0.8%
0.8%
e l l e W e h c s t u e D
A M M E
1.2%
0%
5 0 1 M F o r f A
M F a n a F
6 9 M F
7 9 M F
a i p o i h t E o i d a R
a n a F o i d a R
r e g e h S
A O V
i m a Z
A very dierent trend is evident where there is limited competition between broadcasters in Addis Ababa. Respondents in this case tended to listen more to Fana FM, Radio FM (the Radio Ethiopia station targeting the Addis Ababa audience) and the commercial broadcasters Sheger and Zami FM. Where the audience has more choice a large section o it migrates rom Radio Ethiopia to other radio stations.
Audience Survey Ethiopia 2011
24
In respect to preerences or individual radio stations the audience also highlighted Radio Ethiopia as their avourite radio station. It was ollowed by Fana FM and Radio Fana and then the regional mass media agency owned radio stations in Amhara, Oromia and SNNP. Many o the community radio stations have yet to come on air, but where they have, as is the case with Jimma, they have built an important local audience. In Addis Ababa as is the case with listening patterns the popularity o Radio Ethiopia decreases and Fana Radio and Sheger are selected as the avourite radio stations ar more requently. Chart 28: Respondents’ avourite radio stations nationwide Kombolcha Community Radio
0%
Keffa Community Radio
0%
Kenbata Community Radio
0%
Waghimra Community Radio
0%
Sudie Community Radio
0%
Argoba Nation Community Radio
0%
Kore Community Radio
0%
Dire Dawa Community Radio
0%
Finfine FM92.3
0%
Afro FM 105.3
0%
Yirgalem Community Radio
1%
Zami Radio FM90.7
1%
EMMA
1%
Harar FM 101.4
1%
Dimtsi Woyane FM
2%
Addis FM 96.3
2%
Dire Dawa FM 106.1
2%
Bahir Dar FM 96.9
2%
BBC World
3%
Mekele FM 104.4
3%
Dimtsi Woyane
3%
Jimma Community Radio
4%
Voice of America (VOA)
7%
Sheger FM 102.1
7%
Deutsche Welle
7%
Addis FM 97.1
9%
South FM
11%
Amhara Regional Radio
13%
Oromia Radio
19%
Radio Fana
21%
Fana FM 98.1
21%
Radio Ethiopia
70% 0%
10%
20%
30%
40%
50%
60%
70%
80%
Audience Survey Ethiopia 2011
25
Chart 29: Respondents’ avourite domestic radio stations in Addis Ababa 56.7%
60%
56.7% 50.8%
50% 40% 30%
27.6% 22.0%
20%
14.2%
13.8%
10%
4.7%
0% Radio Fana FM Radio Addis Sheger Addis Zami Afro FM Ethiopia 98.1 Fana FM 97.1 FM FM 96.3 Radio 102.1
Overall, six out o ten radio listeners reported that they listened to at least one station ‘yesterday.’ Mekelle FM 104.4 was the most requently listened to station with 82.1 % o its audience tuning to it very oten (yesterday). Besides being the second and third most requently listened to stations, Sheger FM 102.1 and Fana FM 98.1 maintain larger proportions o weekly audiences than any other stations. Similarly Dire Dawa FM, Harar FM and Dire Dawa community radio stations recorded signicant weekly audiences. Chart 30: Response to which radio station did you listen to yesterday? Deutsche Welle
5%
Voice of America (VOA)
5%
BBC World News
2%
EMMA
1%
Dimtsi Woyane
2%
Mekele FM
4%
South FM
10%
Dire Dawa FM Finfine
2% 0%
Harar FM
1%
Bahir Dar FM
1%
Afro FM
0%
Sheger FM
8%
Fana FM
24%
Addis FM 97.1
10%
Addis FM 96.3
4%
Zami Radio
1%
Radio Fana
14%
Oromia Radio
13%
Dimtsi Woyane
2%
Amhara Regional Radio
6%
Radio Ethiopia
62% 0%
10%
20%
30%
40%
50%
60%
70%
Audience Survey Ethiopia 2011
Table 4: List o radio stations (listened to and avourite) by region
Region
Radio stations people have ever listened to
Favourite radio stations
Addis Ababa
Addis FM 97.1 (77%) Fana FM 98.1 (73.2%) Sheger FM (72.8%) Radio Ethiopia (66.7%)
Fana FM 98.1 (56.7%) Sheger FM (56.7%) Addis FM 97.1 (50.8%) Radio Ethiopia (27.6%)
Aar
Radio Ethiopia (99.6%) Radio Fana (64.8%) VOA (30.3%)
Radio Ethiopia (92.4%) Radio Fana (51.7%) VOA (12.9%)
Amhara
Radio Ethiopia (91.5%) Amhara Regional Radio (54.6%) Fana FM 98.1(34%) Deutsche Welle (31.2%)
Radio Ethiopia (82.4%) Amhara Regional Radio (43%) Fana FM 98.1(29.7%) Radio Fana (18.3%)
Benishangul Gumuz
Radio Ethiopia (97.4%) Amhara Regional Radio (82.5%) Radio Fana (67.4%) Oromia Radio (38.9%)
Radio Ethiopia (56.9%) Amhara Regional Radio (46%) Radio Fana (30.2 %) Oromia Radio (11.5%)
Dire Dawa
Radio Ethiopia (95.6%) Dire Dawa FM 106.1 (64.8%) Radio Fana (41.6%) Fana FM 98.1 (35.4%)
Radio Ethiopia (77.6%) Dire Dawa FM 106.1 (38.8%) Radio Fana (19.8%) Fana FM 98.1 (36.4%)
Gambella
Radio Ethiopia (87%) Radio Fana (59.1%) VOA (48.7%) Deutsche Welle (40.1%)
Radio Ethiopia (78.2%) VOA (35.6%) Radio Fana (30.7 %) Deutsche Welle (27.7%)
Harari
Radio Ethiopia (89.8%) Harar FM 101.4 (74.5%) Radio Fana (51.7%) VOA (48%)
Radio Ethiopia (82.1%) Harar FM 101.4 (46.7%) Radio Fana (30.6%) Deutsche Welle (25.1%)
Oromia
Radio Ethiopia (86.5%) Oromia Radio (65.5%) Radio Fana (52.7%) Fana FM 98.1 (33.4%)
Radio Ethiopia (58.8%) Oromia Radio (48.5%) Radio Fana (27.1%) Fana FM 98.1 (24.5%)
SNNPR
Radio Ethiopia (93.5%) South FM 100.9 (62.7%) Radio Fana (33.1%) Deutsche Welle (26.2%)
Radio Ethiopia (86.1%) South FM 100.9 (47.6%) Radio Fana (11.8%)
Somali
Radio Ethiopia (69.9%) BBC World Service (66.4%) Dire Dawa F.M 106.1 (50.4%) Harar FM (32.9%)
BBC World Service (58.1%) Radio Ethiopia (53.7%) Dire Dawa F.M 106.1 (46.4%) Radio Fana (23.7%)
Tigray
Mekele FM 104.4 (68.6%) Dimtsi Woyane (88.1%) Radio Ethiopia (84.3%) Dimtsi Woyane FM (55.9%)
Mekele FM 104.4 (61.7%) Dimtsi Woyane (53.5%) Radio Ethiopia (52.8%) Dimtsi Woyane (34.5%)
26
Audience Survey Ethiopia 2011
27
Television consumption Television consumption Television is the second most popular source o inormation although nationwide it has signicantly less penetration and reach than radio has. A total o 60.8% o respondents reported that they do not have easy access to television, but at the same time, almost hal o them, 29.9%, still use television as a main source o inormation. Only a little over one third o respondents or 35.7% watch television on a daily basis, a urther 20.6% watch 2-3 times per week, 16.4% once a week and the remaining section o the audience less requently and irregularly. Urban areas have the highest percentage o viewers with almost double the number o respondents in urban areas watching television daily than those living in rural communities. Chart 31: Regional breakdown o television viewing Every day
Total Dire Dawa
2 3 times a week ‐
35.7%
20.6%
71.3%
Harari
23.0%
16.9%
6.2%
15.6% 0.4%
72.2%
Somali
51.3% 36.3%
11.1% 19.0%
29.6%
29.6%
Afar 5.5% 15.2% Tigray
11.0%
5.6%
5.7%
Benishangul Gumuz
Amhara
18.3%
69.0%
Gambella 4.7%7.6%
Oromia
16.4%
4.4% 1.6%
27.7%
Addis Ababa
SNNPR
Once a week
11.9%
19.3% 16.7%
50.8% 65.4%
15.8%
8.6%
Audience Survey Ethiopia 2011
28
The highest proportion o daily viewers relative to actual viewers in an individual regional state are in Benishangul. In this case, despite the very low television penetration in the region, those that do watch television do so on a daily basis. Other regions to record high daily television consumption include Addis Ababa (71.3%), Harari (69%) and Tigray (65.4%). The least requent users are in Gambella with 18% watching television once a week and only 4.7% daily viewers. Similarly, daily viewing in Aar is the least with 5.5%, though overall viewing rises based on once weekly viewing. Chart 32: Peak viewing times Weekdays 70%
Weekends
63%
60% 50%
45% 39%
40%
35%
30%
22%
20% 10%
33% 25%
23%
13%
10%
3% 4%
0% 1%
0% 6:00am– 10:00am
10:00am – 2:00pm
2:00pm – 6:00pm
6:00pm – 10:00pm
10:00pm – Midnight – Times vary midnight 6:00am
Chart 33: Viewing trends throughout the day by region (Monday- Friday) Times vary during the day 10:00am– 2:00pm 6:00pm– 10:00pm
6:00am– 10:00am 2:00pm– 6:00pm 10:00pm– midnight
80% 70% 60% 50% 40% 30% 20% 10% 0% y a r g i T
r a f A
a r a h m A
a i m o r O
i l a m o S
z u m u G l u g n a h s i n e B
R P N N S
a l l e b m a G
i r a r a H
a b a b A s i d d A
a w a D e r i D
Audience Survey Ethiopia 2011
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Chart 34: Viewing times throughout the day by region (Sat- Sunday)
80%
6:00am– 10:00am
10:00am– 2:00pm
2:00pm– 6:00pm
6:00pm– 10:00pm
Times vary
70% 60% 50% 40% 30% 20% 10% 0% y a r g i T
r a f A
a r a h m A
a i m o r O
i l a m o S
z u m u G l u g n a h s i n e B
R P N N S
a l l e b m a G
i r a r a H
a b a b A s i d d A
a w a D e r i D
During the week the most popular time or watching television is between 6.00pm- 10.00pm when 44.8% o television viewers in the sample reported watching. Television viewing in non peak times is airly consistent throughout the day with 22% maintained throughout daytime viewing with an initial spike in the morning ollowed by 8 hours o consistent consumption. At weekends patterns change considerably and the peak is between 2:00pm-6:00pm with viewing during the time slots either side o this time dropping o considerably. The majority o regions ollowed this pattern o peak viewing between 6.00pm- 10.00pm. However, in Aar more than hal o respondents watch television in the aternoon (2.00pm-6.00pm) during weekdays. During weekends more than a third o respondents watch television rom 10.00am in the morning. Peak time was in the aternoon between 2.00pm and 6.00pm (62.9%).
Programme preerences News and current aairs are the most cited programme genres among the respondents. Drama and entertainment programmes on ETV are the most popular in the sample. Ehud Meznagna, Gemena drama and Ethiopian Idol were the most commonly mentioned programmes. Likewise sports and movies also attracted signicant proportions o the youth audience.
Audience Survey Ethiopia 2011
30
Chart 35: Top most viewed programme genres Female
Youth
2.4% 1.2%
Police
3.8% 3.0%
Question and answers
3.0% 3.8%
Development Health
Male
0.8% 5.6% 6.5% 3.1% 7.2%
Sport
20.0% 18.7%
Films, movies and music
12.6% 18.5% 20.7%
Entertainment
26.1%
Drama
19.1% 37.3%
News and current affairs
48.3%
Chart 36: Top ve most popular television programmes that respondents mentioned by title
Parlama
0.7% 1.8%
Arhibu
1.9% 1.3%
Ethiopian Idol
4.8% 4.4% 6.6% 6.8%
emena Drama
18.7%
Ehud Meznaga
14.8% Female
Male
Television channel reach Respondents’ avourite television channel is largely determined by availability and access. As a result a large majority o respondents’ preerence is ETV. Other domestic broadcasters that are highlighted by the sample are Oromia Television, Addis Ababa Television and Dire Dawa all managed by mass media agencies as well as the international channel, super sports, ollowed by various international news channels.
Audience Survey Ethiopia 2011
31
Chart 37: Television channels watched in the past 7 days
65.3% 66.4%
38.7%
73.3%
78.5%
52.5% 48.9% 51.8% 44.2% 46.6%
26.6% 11.5%
t a s E
N N C
V T s s e r P
s w e N d l r o W C B B
n o i s i v e l e T e r i D
a r e e z a j l A
s w e N o r u E
s w e N y k S
n o i s i v e ) l e V T T a O ( i m o r O
s t r o p S r e p u S
V T E ( n o i s i v ) e 2 l e T s i d d A
n o i s i v e l e T a i p o i h t E
Chart 38: Respondents’ avourite television channel
Sky News Press TV Euro News CNN Esat BBC World News Aljazeera Dire Television Super Sports Addis Television (ETV 2) Other Oromia Television (OTV) Ethiopia Television
1.7% 2.4% 10.5% 14.5% 17.4% 36.1% 36.8% 39.2% 51.7% 51.8% 68.1% 68.8% 86.9%
0%
20%
40%
60%
80%
100%
A large number o respondents identied ETV as their avourite television channel ollowed by Oromia Television. All domestic television channels were more popular than international channels suggesting a strong preerence or domestic programming and increased awareness o these channels. The ‘Other’ category included a broad range o transnational and channels o neighbouring countries including: Djibouti TV, MBC, MTV, RETMO, EBS, KBC and Persian TV. The two main reasons people gave or choosing their avourite channel, which particularly applies, to ETV, was to ollow news and entertainment programmes. Equally, most repondents watch ETV because they claimed to have limited alternatives or option.
Audience Survey Ethiopia 2011
32
Table 5: List o television channels (viewed and avourite) by region
Region
Television channel people have ever watched
Favourite television channels
Addis Ababa
ETV (96.8%) ETV 2 (83.4%) Super Sports (55.3%) Aljazeera (52.1%)
ETV (91.9%) Oromia TV (47.8%) BBC World News (44.6%)
Aar
ETV (52.7%) Euronews (45.5%) Press TV (33.3%) Sky News (25%) ESAT (25%
ETV (93.5%) BBC World News (57.1%) Super sports (100%)
Amhara
ETV (84.6%) Super Sports (64.5% Press TV (60.1%)
ETV (81.7%) Super sports (81.4%) ESAT (57.3%)
Benishangul Gumuz
Aljazeera (59.6%) ETV (53.5%) ETV 2 (44.7%) Dire TV (41.3%)
Aljazeera (87.8%) ETV (68%) Oromia TV (41.1%)
Dire Dawa
ETV (79.8%) Dire TV (70.6%) Super Sports (68.8%) Euro News (68.2%)
ETV (73.2%) Dire TV (50.8%) Oromia TV (48.4%)
Gambella
BBC World News (54.5%) CNN (40%) Aljazeera (32.4%) ETV (21.5%)
ETV (78%) Super Sports (25%) Oromia TV (20.5%)
Harari
ETV (73.8%) Press TV (68%) Euro News (66.7%) Aljazeera (63.7%)
ETV (86.9%) Sky News (44.4%) Aljazeera (40.6%)
Oromia
ETV (72.3%) OTV (64.6%) Super Sports (56.7%) Dire TV (42.9%)
ETV (84.4%) Oromia TV (76%) ETV 2(52.6%)
SNNPR
Super Sports (75.1%) ETV (67.8%) ESAT (55.6%) BBC World News (46.3%)
ETV (94.9%) Oromia TV (42.7%) BBC World News (41.2%)
Somali
Aljazeera (50.5%) Super Sports (50%) Sky News (47.4%) BBC World News (46.3%)
ETV (75.2%) BBC World News (84.4%) Aljazeera (57.9%)
Tigray
ETV (77.7 %) Super Sports (72.7%) Press TV (57.1%) ETV 2 (56.8%)
ETV (94.7%) Super Sports (45.7%) Oromia TV (38.2%)
Audience Survey Ethiopia 2011
33
Newspapers Newspaper readership across the country is very low with only 13.3% o the survey reading newspapers and nearly hal o them (45.1%) claiming to read on a regular basis (at least once a week). Readership is mainly limited to large cities because o access issues and limited distribution. Chart 39: Newspaper readership 100%
Able to read and write
90%
92.5% Use newspaper as a source of information 75.8%
80% 72.7% 70%
58.9%
60%
61.3%
56.4%
53.6% 43.4%
50% 40% 30%
20.3%
13.9%
20%
11.4%
10% 0% y a r g i T
r a f A
a r a h m A
a i m o r O
i l a m o S
z u m u G l u g n a h s i n e B
R P N N S
a l l e b m a G
i r a r a H
a b a b A s i d d A
a w a D e r i D
Awareness o dierent newspaper titles among readers is linked with respondents’ answer to the question ‘what is your avourite newspaper title.’ The daily Addis Zemen and weekly Addis Admas are well known throughout the country and awareness o the newspapers is high and this is related to readers’ preerences.
Audience Survey Ethiopia 2011
34
Chart 40: Awareness o newspaper titles 90% 79% 80% 70% 60% 47%
50% 40%
33%
32%
32%
29%
29%
30%
25%
22%
20%
20%
18% 14%
12%
11%
11%
11%
10%
e n u t r o F
s r e n n u G e h T
c i r t a H
10% 0%
n s e a m m d e A Z s s i i d d d d A A
r e t r o p e R
t r o p S o i h t E
r l e a c i h t d O e M
n a s e L s i d d A
t r o p S r e t n I
t r o p S d l r o W
t r o p S e u g a e L
l a n n a h C o i h t E
a s s i r a B
y a m b o m n a r o c E w A
Whilst 56.9% o respondents spontaneously mentioned Addis Zemen, less than a quarter (23.4%) mentioned Addis Admas. However, total awareness towards Addis Zemen increased to 78.9% and Addis Admas to 47.3% when respondents were prompted. In the regions, Addis Zemen was especially well known in Benshangul and Gambella. Also, Addis Admas was well known in Gambella and Somali regions. Generally newspaper readership was higher among men, however, the Amharic version o the Reporter was more popular with emale readers (almost 50% o the titles readers are emale). The most commonly mentioned reason or reading a newspaper is to seek inormation on political and current aairs. Chart 41: Newspapers read by respondents 70% 61% 60%
50%
40% 31% 30%
24% 24% 20%
20%
18% 14%
13% 8%
10%
8%
7%
6%
5%
5%
4%
3%
a d b l a m r a a e r H w A n a i p o i h t E e h T
e n u t r o F
y m o n o c E
0%
n e m e Z s i d d A
s a m d A s i d d A
t r o p S o i h t E
r e t r o p e R
l t r a c o i p d S e r M e t n I
t r o p S e u g a e L
n a s e L s i d d A
l e n n a h C o i h t E
s r e n n u G e h T
c i r t a H
a s s i r a B
Only our in 10 readers, buy the newspapers they read, the rest mainly read them either in a library, at work or other places. Because most organisations, particularly government ofces, subscribe to
Audience Survey Ethiopia 2011
35
newspaper titles such as Addis Zemen, Barissa and Abiyotawi Democracy, their ease o access shapes reader choice. Chart 42: Favourite newspaper titles 45%
40%
40% 35% 30% 25%
18%
20%
15% 12% 11% 11%
15%
7%
10%
5%
5%
4%
4%
5%
2%
2%
1%
0%
n e m e Z s i d d A
s a m d A s i d d A
t r o p S o i h t E
t r o p S r e t n I
l r a e c t i r d o e p M e R
t r o p S d l r o W
n t r a o s e p L S s e i d u d g A a e L
a s s i r a B
c s e a i r b r n e t u n m a t r n a H o u r F G w e A h T
Chart 43: How oten do you buy a newspaper? 45%
41.5%
40% 33.9%
35% 30% 25% 20%
14.1%
15% 10% 5%
6.3% 2.2%
1.9%
0% Daily
2 6 times a week ‐
Once a week
Less than once a week
Not at all Don't know
Chart 44: Where do you acquire your newspaper?
18%
I buy it
0%
Library
42%
4%
Work Cafe
8%
Friends Other 28%
Audience Survey Ethiopia 2011
Table 6: List o newspapers (read and avourite) by region
Region
Newspaper title people have ever read
Favourite newspaper title
Addis Ababa
Addis Admas (60.9%) Addis Zemen (55.9%) Reporter (50.3%)
Addis Zemen (34.6%) Addis Admas (34.6%) Reporter (29.6%)
Aar
Addis Zemen (67.1%) Ethio Sport (57.7%) Medical (37.6%) Inter Sport (37.6%)
Ethio Sports (53%) Addis Zemen (29.5%) The Gunners (29.5%)
Amhara
Addis Zemen (68%) Addis Admas (29.3%) Ethio Sport (25.8%)
Addis Zemen (45.5%) Ethio Sport (20.2%) Addis Admas (19%)
Benishangul Gumuz
Addis Zemen (75.8%) Medical (57.7%) Addis Admas (42.3%)
Addis Zemen (63.8%) Medical (57.7%) Addis Admas (42.3%)
Dire Dawa
Addis Zemen (45.5%) Addis Admas (45.5%) Medical (26.5%)
Addis Zemen (34.7%) Addis Admas (34.7%) Inter Sport (15.9%) Reporter (15.9%)
Gambella
Ethio Sport (52.8%) Addis Zemen (38.9%) Addis Admas (29.1%)
Ethio Sport (51.2%) Addis Admas (20.9%) Addis Zemen (13.9%) The Reporter (13.9%)
Harari
Addis Zemen (59%) Addis Admas (59 %) Inter Sport (36.4%)
Addis Admas (50%) Inter Sport (38.9%) Addis Zemen (33.3%)
Oromia
Addis Zemen (52.8%) Addis Admas (31.8%) Barissa (25.1%)
Addis Zemen (32.1%) Addis Admas (24.4%) Barissa (17.8%)
SNNPR
Addis Zemen (72.8%) Addis Admas (19.7%) Ethio Sport (19.3%)
Addis Zemen (52.6%) Medical (12.5%) Ethio Sport (12.3%)
Somali
Addis Zemen (58.1%) Ethio Sport (58.1%) Medical (47.6%) Addis Admas (47.2%)
Inter Sport (52.4%) Addis Zemen (47.6%) World Sport (42.4%)
Reporter (25.1%) Addis Zemen (24.6%) Medical (20.8%)
Medical (14.2%) Addis Zemen (11.5%) Reporter (10.1%)
Tigray
36
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Internet Internet usage or the sample’s population is 4.9% that was amongst largely urban respondents. The proportion was less (1.2%) in rural areas. Similarly women and older people were less likely to access the Internet. Only 3.1% o women respondents used the Internet compared to 6.2% males. Likewise whilst 5.9% o the age group 15-30 used the Internet this reduced to 3.1% o the over 46 age groups. Chart 45: Internet difusion by region 26.5%
15.5% 12.3% 10.0% 7.2% 4.4%
4.3%
4.7% 2.8%
1.8%
3.6%
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Chart 46: Nationwide Internet users Yes 4.9%
No 95.1%
Even in cases where the Internet is used usage patterns are erratic. A total o 14% o users browsed the Internet at least once a month, o these only 6.3% are daily users. Many more were occasional users with a vast majority not even being able to recall when they have last accessed online material. Chart 47: Frequency o using the Internet 82.3
6.3
Daily
4.4
1.9
1.2
0.3
2 3 times a week
Twice a week
Once a week
Once a month
‐
3.7
Less often
Can't recall/not stated
Audience Survey Ethiopia 2011
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Annex Sampling inormation: The zones were selected based on population size, ethnic diversity and geographic location o the zones within the regions as well as the country as a whole.
Tigray
Afar
Study Location
Amhara Benishangul Harari Addis Ababa Dire Dawa
Gambela
Oromia Somali
SNNPR
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Sampling: A sample o 3,999 was taken rom nine regional states and two City administrative areas. The table below shows distribution o the samples across the regions and administrative cities in the sur vey. Table: Sample by region
Region
Actual sample
Proposed sample
Tigray
360
360
Aar
201
200
Amhara
601
600
Oromia
799
800
Somali
359
360
Benishangul Gumuz
202
200
SNNPR
600
600
Gambella
198
200
Harari
198
200
Addis Ababa
280
280
Dire Dawa
201
200
The regional capital cities were sampled or all regions. Zones were selected to be broadly representative o population ethnic and livelihood diversity within each region. Table: Details o sample points in each region
s e n o z
Oromia Region
Amhara Region
SNNPR Region
Tigray Region
East Wollega
North Gondar
Guraghe Zone
Central Tigray
Jimma Zone
North Wollo
Hadiya Zone
Eastern Tigray
West Shewa
South Wollo
Sidama
Southern Tigray Zone
Arsi Zone
East Gojam
Hawassa Special Zone
Mekele Special Zone
East Hararghe
West Gojam (Bahir Dar Gedio Special Zone)
Borena
North Shewa
Adama Special Zone s e n o z
Wolayita Gamo Goa Zone
Aar Region
Benshangul
Somali
Gambella Region
Zone 1
Assosa Zone
Shinile Zone
Agnewak Zone
Zone 3
Kemashi
Jijiga Zone
Harari Region Dire Dawa Administrative City Addis Ababa Administrative City
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In each Zone Woredas were selected considering population size. At the lowest level Kebeles or blocks and households in each block were identied randomly. At household level individual respondents were selected using quota samplings or gender and age variables to match the 2007 Census data.
Data weighting The analysis o this report is conducted using a weighted data. The weighting is done to approximate the distribution o regions and centre types to that o 2007 census data. Details o the weight calculation is presented below:
Regions
Population Urban Rural
Total
Sample Urban
Rural
Total
Tigray
842,723
3,471,733
4,314,456
160
200
360
Aar
188,973
1,222,119
1,411,092
80
121
201
Amhara
2,112,220
15,101,836
17,214,056
239
362
601
Oromiya
3,370,040
23,788,431
27,158,471
318
481
799
Somali
621,210
3,817,937
4,439,147
120
239
359
Benshangul- Gumuz
97,965
572,882
670,847
120
82
202
SNNP
1,545,710
13,496,821
15,042,531
282
318
600
Gambella
77,878
229,038
306,916
118
80
198
Harari
99,321
84,023
183,344
117
81
198
Addis Ababa
2,738,248
2,738,248
280
0
280
Dire Dawa
232,854
342,827
122
79
201
2043
3999
109,973
11,927,142 61,894,793 73,821,935 1956
Because the ratio o the sample and the population data in each sub division is not the same proportional weighting is applied by breaking down the sample in to urban and rural or each region. The ormula used to determine the weight is: The analysis o this report is conducted using a weighted data. The weighting is done to approximate the distribution o regions and centre types to that o 2007 census data. Details o the weight calculation is presented below: Weight or each stratum NK/N Nk/n Where: NK/N = Proportion in the population nk/n = proportion in the sample
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Table: Weight calculation
Strata
a
b
c
d
e
Nk
nk
Nk/N
nk/n
c/d
0.285319 5.706382
Weight
Tigray
Urban
842,723
160
0.011416
0.04001
Aar
Urban
188,973
80
0.00256
0.020005 0.12796
Amhara
Urban
2,112,220
239
0.028612
0.059765 0.478748 9.574966
Oromiya
Urban
3,370,040
318
0.045651
0.07952
Somali
Urban
621,210
120
0.008415
0.030008 0.280429 5.608583
Benshangul- Gumuz
Urban
97,965
120
0.001327
0.030008 0.044224 0.884475
SNNP
Urban
1,545,710
282
0.020938
0.070518 0.296924 5.938474
Gambella
Urban
77,878
118
0.001055
0.029507 0.035752 0.715037
Harari
Urban
99,321
117
0.001345
0.029257 0.045986 0.919711
Addis Ababa
Urban
2,738,248
280
0.037093
0.070018 0.529762 10.59524
Dire Dawa
Urban
232,854
122
0.003154
0.030508 0.103393 2.067854
Tigray
Rural
3,471,733
200
0.047028
0.050013 0.940334 18.80669
Aar
Rural
1,222,119
121
0.016555
0.030258 0.547135 10.94269
Amhara
Rural
15,101,836
362
0.204571
0.090523 2.259889 45.19779
Oromiya
Rural
23,788,431
481
0.322241
0.12028
Somali
Rural
3,817,937
239
0.051718
0.059765 0.86536
Benshangul- Gumuz
Rural
572,882
82
0.00776
0.020505 0.378458 7.569153
SNNP
Rural
13,496,821
318
0.182829
0.07952
Gambella
Rural
229,038
80
0.003103
0.020005 0.15509
Harari
Rural
84,023
81
0.001138
0.020255 0.056193 1.123852
Addis Ababa
Rural
0
0
0
Dire Dawa
Rural
109,973
79
0.00149
0.019755 0.075409 1.508186
73,821,935
3,999
Total
2.559209
0.574082 11.48164
2.679086 53.58173 17.3072
2.299166 45.98332 3.101798
0
Note: The actual weight is determined by multiplying the gure obtained using the ormula by 20 so that the weight applied to certain groups will not be insignicant.
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