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DAVID WARDSELAM AYALEW
This report has been funded by the British Embassy in Ethiopia and the Department for International Development (DFID), UK
AUDIENCE SURVEY
ETHIOPIA 2011
ERIS
Copyright for this survey ERIS and authors, 2011.Permissions: The survey either in full or parts of may be reproduced freely as long as authorship is fully acknowledged.Cover and design by designlab.
Recommended citation:Audience Survey Ethiopia 2011. Ward, D., with Ayalew, S. Electoral Reform International Services, 2011.
Electoral Reform International Services
Electoral Reform International Services (ERIS) is a not-for-profit 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 for international agencies, governments, election management bodies, non governmental organisations, and other key democracy institutions. ERIS covers the full spectrum of 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 behalf of the British Government for the international election observation missions and work with citizen observer groups; offer a range of training courses (including for election observers); organise major conferences and publish reports.
In future ERIS plans to collaborate in particular with grassroots organisations which are working to prevent election related conflict, to hold elected representatives to account, to empower women, ethnic and religious minorities, and in general to promote citizen participation in the democratic process.
List of TablesBackground 5Demographic profile for sample 6Chart 1: Marital status of respondents 7
Chart 2: Religion of respondents 7
Chart 3: Education profile and literacy levels of respondents 8
Chart 4: Occupation of respondents 9
General media consumption 10Chart 5: Sources of information 10
Chart 6: Information sources by region 11
Chart 7: Number of media sources used by respondents 12
Chart 8: Zero information source users by region 12
Chart 9: Most reliable and important sources of information 13
Chart 10: Frequency of using information sources 13
Chart 11: Response to the question when did you use the following information sources? 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 19Chart 20: Regional breakdown of 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 most popular radio programmes that respondents mentioned 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’ favourite radio stations nationwide 24
Chart 29: Respondents’ favourite domestic radio stations in Addis Ababa 25
Chart 30: Response to which radio station did you listen to yesterday? 25
Television consumption 27Chart 31: Regional breakdown of television viewing 27
Chart 32: Peak viewing times 28
Chart 33: Viewing trends throughout the day by region (Monday- Friday) 28
Table of Contents
Chart 34: Viewing times throughout the day by region (Sat- Sunday) 29
Chart 35: Top most viewed programme genres 30
Chart 36: Top five most popular television programmes that respondents mentioned by title 30
Chart 37: Television channels watched in the past 7 days 31
Chart 38: Respondents’ favourite television channel 31
Newspapers 33Chart 39: Newspaper readership 33
Chart 40: Awareness of newspaper titles 34
Chart 41: Newspapers read by respondents 34
Chart 42: Favourite newspaper titles 35
Chart 43: How often do you buy a newspaper? 35
Chart 44: Where do you acquire your newspaper? 35
Internet 37Chart 45: Internet diffusion by region 37
Chart 46: Nationwide Internet users 37
Chart 47: Frequency of using the Internet 38
Annex 39Sampling information 39
List of TablesTable 1: Ethnic group of respondents 6
Table 2: Monthly income of respondents 8
Table 3: Barriers to listening/watching radio /television 16
Table 4: List of radio stations (listened to and favourite) by region 26
Table 5: List of television channels (viewed and favourite) by region 32
Table 6: List of newspapers (read and favourite) by region 36
5Audience Survey Ethiopia 2011
BackgroundThis survey is based on interviews with adults above the age of 15 in 3,999 households across Ethiopia. The sampling methodology is based on a multi-stage random sample design to ensure full representation across all regions and key demographic groups. Sample districts were chosen to be representative of the geographic, ethnic and socio-economic diversity of the country.
Fieldwork was conducted by ERIS and carried out using specially recruited enumerators during October and November 2010. The scope of this survey was nationwide, including both urban and rural Ethiopia. All nine regions and two city administrations were covered in the survey as listed in the box adjacent (further details on the sample are included in the annex).
For the analysis data was weighted in line with the distribution of regions and centre type: urban/ rural. This was based on population estimates in the 2007 Census. Households were selected randomly within each sample Woreda.
Tigray regionAfar regionAmhara regionOromia regionSomali regionBenishangul Gumuz regionSNNP regionGambella regionHarari regionAddis Ababa Administrative CityDire Dawa Administrative City
Ethiopia TelevisionEthiopian RadioFM Addis 97.1Addis TV and FM 96.3Amhara FM and FM Bahir DarDire Dawa FM 106.1 and Dire Dawa TelevisionOromia TV, Oromia radio and Finfine FMHarar FMMekelle FMSouth FMAfro FM
Dimitsi Woyane Tigray (DWET)Fana Radio and Fana FMSheger FMZami FMArgoba radioKombolcha radioKefa radioWaghimra radioSudie radioJimma radioKorrie radioKembata radio
6Audience Survey Ethiopia 2011
Demographic profile for sampleThe sample was equally split to achieve a 50:50 gender balance and as a result of the survey selecting those above 15 years of age based on the Census a higher proportion of younger age groups are represented: 51.9% of the sample are between 15-30 years, 29.9%, 31-45 years and 18.2%, 46-59+ years. The average age of the sampled respondents is 33 years with the youngest being 15 years and the oldest 73 years of age. A large proportion of respondents were married and less than a third were single. Nine out of ten single respondents were aged between 15 and 30 years.
Table 1: Ethnic group of 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%
Afar 1.7%
Burji 1.6%
7Audience Survey Ethiopia 2011
Chart 1: Marital status of respondents
27%
9%
52%
6%6%
0%Single
Married without any children
Married with child/children
Widowed
Divorced/separated
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% of the sample is composed of members of the Siltie, Konso, Kefa, Agnwak, Gumuz, Guji, Kenbata, Harari, Nuer, Kora and Dorze groups.
Ethiopia is a religiously diverse country with Islam and Christianity being practiced widely. Half of respondents are Orthodox Christians and the remaining half composed of Muslim, Protestant, Catholics and other religious beliefs.
Chart 2: Religion of respondents
54%
0%
17%
28%
1%
Orthodox ChristianCatholicProtestantMuslimOther
Over half of respondents have attended formal education. Of these 45% are qualified up to eighth grade. About a third of respondents attended grades between 9 and 12 and only 2% obtained a first degree or above qualification. School attendance was lower among females (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 of formal education attendance, while Afar (15.2%), Somali (23.9%) and Benishangul (26.9%) were low.
8Audience Survey Ethiopia 2011
Chart 3: Education profile and literacy levels of respondents
15.25%
38.76%
33.48%
10.46%
2.05%
1 - 4 Grade
5 - 8 Grade
9 - 12 Grade
Diploma/Certificate
First Degree and above
58.8%
41.2%
55.4%
44.6%
Yes No
Attended formal education Able to read and write
Over one third of respondents are farmers and a very small proportion of respondents are employed in the government, non government or private businesses. A significantly high proportion of respondents are engaged in the informal employment sector, which is presented as ‘other.’ Just over one third of respondents have monthly earnings of below 500 Birr, a further 29% between 500-2,000 Birr and a significant number do not have regular income.
Table 2: Monthly income of 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%
9Audience Survey Ethiopia 2011
Chart 4: Occupation of respondents
5.7%
1.1%
2.5%
4.6%
2.3%
4.6%
1.5%
14.4%
28.3%
35.2%
Government employee
NGO employee
Private business sector
Own business
Odd Jobs
Unemployed/ dependent
Pensioner/retired
Student
Other
Farmer
10Audience Survey Ethiopia 2011
General media consumption
Information sources
Whilst the public receives information from a variety of sources a majority of 80.1% of respondents in the survey cite radio as their primary source for receiving news and information, followed by television and word of mouth from friends and family and community meetings. Print and the Internet are the least common sources of information from mass media.
Nationwide radio is the single source of information most frequently mentioned as a source of information.
Chart 5: Sources of information
2.1%2.3%2.6%2.7%3.8%4.0%
13.3%16.3%16.9%
35.9%49.5%
61.6%80.1%
OtherNone
InternetPolice
SatelliteTVBillboard
NewspaperMobile
Church/MosqueCommunity meeting
WOMTV
Radio
In rural areas particularly radio is widely consumed and 78.7% of rural respondents answered radio was a key source of information in these areas. Television is the most frequently mentioned source of information in urban areas with 87% of the sample in cities responding that television was a source of information. Non mass media sources of information remain very popular among both rural and urban communities with respondents suggesting it remained a source of information in 52% of responses from rural areas and 36% in urban areas from family and friends.
11Audience Survey Ethiopia 2011
Community meetings were also significant sources of information with urban respondents replying that meetings were a source of information in 19.7% of cases and in rural communities this rises to 39%. Although far smaller in respect to the number of mentions newspapers, mobile telephone and religious gatherings were also highlighted as sources of news and information. The use of newspapers and magazines as sources of information is nearly four times higher among urban (34%) respondents than their rural (9.3%) counterparts.
Between the three most significant means of communications there are considerable differences between regions in terms of the degree which they individually act as a source of information and news. In Addis Ababa and Tigray television is the most frequently mentioned means in which the public receive news and information. A slightly higher proportion of respondents from Addis Ababa (95.7%) and Tigray (69.8%) cite television as opposed to radio as a source of information. In contrast, respondents in other regions highlighted radio as the most frequently referred to medium as a source of information and news. This was the case for responses in Amhara, Benishangul Gumuz, Dire Dawa, Gambella, Harari, Oromia and SNNPR with a high in SNNPR of 89.8% to a low of 29.6% in Gambella.
Chart 6: Information sources by region
68%
77%
85%
78%
52%
68%
90%
30%
51%
94%
65%
70%
40%
67%
61%
17%
30%
65%
23%
46%
96%
61%
36%
90%
52%
46%
96%
25%
45%
4%
24%
35%
55%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul Gumuz
SNNPR
Gambella
Harari
Addis Ababa
Dire Dawa
Word of mouth TV Radio
At the other end of the scale are the low mass media users in Afar and Somali regions where traditional oral communication is cited as the single most important Afar (90.4%) and Somali (96.4%). In both of these cases where television or oral communications are the most cited mediums radio is selected as the second most important means of receiving information and news. The majority of the sample use a very limited number of sources and in relation to media sources these were almost universally either television or radio.
On average, most of the sample uses two media sources of information: predominantly radio and television. Almost three out of ten respondents rely on a single media source of information. A total of 14% of respondents reported that they did not rely on the mass media at all to receive information, out of which 2.3% said they do not seek any kind of information from any sources.
12Audience Survey Ethiopia 2011
Chart 7: Number of media sources used by respondents
2.3
15.4
28.7
25.3
14.9
7.1
3.51.5 0.7 0.4 0.2
0 1 2 3 4 5 6 7 8 9 1 0
Chart 8: Zero information source users by region
10.0%
22.9%
12.9%
14.2%
45.1%
30.7%
6.6%
58.1%
39.9%
0.4%
19.6%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul Gumuz
SNNPR
Gambella
Harari
Addis Ababa
Dire Dawa
Media usage in the developing regional states of Gambella, Somali, Benishangul and Afar was very low. More than half of respondents from Gambella (58.1%) were none mass media users and there remain a significant number of the population that do not use mass media for information purposes in the majority of regional states. A significant number of respondents from Somali (45.1%) and Harari (39.9%) also fall under this group of ‘non information seekers.’
Reliability of information sources
The public’s selection of the most important and reliable sources of information follows patterns in their consumption of media sources.
13Audience Survey Ethiopia 2011
Chart 9: Most reliable and important sources of information
53.1%
20.5%
11.2%
4.8%7.8%
51.2%
21.5%
9.7%5.1%
8.2%
Radio TV WOM Community meetings
Not stated
Most important Most reliable
The information sources people mainly use were also considered the most important and reliable sources across all groups. Overall, radio, television and word of mouth were mentioned as the most important and reliable sources of information in that order. Closely following trends television is cited in Addis Ababa and Tigray, radio in many of the regions and word of mouth is considered the most important and reliable source of information in Afar.
Frequency of using information sources
Chart 10: Frequency of using information sources
6%
24%
17%
2%
23%
4%
31%
36%
12%
54%
72%
59%
6%
10%
34%
24%
12%
41%
46%
37%
57%
24%
14%
27%
1%
17%
13%
38%
29%
23%
1%
6%
12%
5%
1%
2%
Internet
Others
Billboards/ posters
Community meetings
Police
Newspaper and magazines …magazines
Satellite dish
TV
Church /Mosque
Word of mouth
Mobile phones
Radio
Very often (daily) Often (at least once a week) Occassionally (at least once a month)
Radio and word of mouth communication are used with regular frequency and in a high number of instances, very often, by users. A total of 59% of radio users listened daily and a further 20% two to three times per week.
14Audience Survey Ethiopia 2011
Chart 11: Response to the question when did you use the following information sources?
6%
25%
5%
11%
13%
6%
16%
56%
74%
40%
43%
60%
6%
19%
15%
12%
34%
37%
46%
22%
12%
35%
34%
26%
3%
3%
33%
30%
15%
30%
16%
8%
2%
13%
12%
6%
Internet
Others
Community meetings
Police
Billboards/ posters
Newspaper and magazines
Church /Mosque
Word of mouth
Mobile phones
TV
Satellite dish
Radio
Yesterday Last week Last month
For television viewers this reduced to 35.7% for daily viewing and 20.6% for 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 for information, it is less likely to be used very often.
Access to mass media
Chart 12: Population with access to television
Yes39.2%
No
60.8%
15Audience Survey Ethiopia 2011
Chart 13: Population with access to radio
Yes 71.2%
No28.8%
More than two thirds, or 71% of respondents, own or have easy access to a working radio set. Access to television is more limited. Even if most respondents, 60.8%, do not have easy access to television, 29.9%, still manage to use television as a main source of information. Access to terrestrial television is lowest in the developing regional states of Benishangul, Somali, Afar and Gambella. The urban areas of Addis Ababa, Tigray as well as Dire Dawa and Harari have higher levels of television access.
Nationwide access to satellite television (5.6%) and satellite radio (3%) remains limited. This is despite fairly broad access in Addis Ababa where 26.1% of respondents have access to satellite television. In Harari 17.2% and Dire Dawa 27.4% of respondents had access to satellite television. Whilst eight out of 10 people have access to both radio and television in urban centres, this ratio drops in rural areas: three out of 10 for television and seven out of 10 for radio. There is no significant difference between men and women in access to television. However, females (65.3%) were less likely to have access to a radio than males (77.2%).
Chart 14: Access to radio and television by region
66.3%
15.2%
32.7%37.6%
11.9% 10.5%
44.7%
16.3%
45.7%
87.9%
56.3%
67.1%
57.6%
70.0% 69.5%
43.5%
61.6%
84.6%
15.7%
53.8%
90.0%
67.2%
Tigray Afar Amhara Oromia Somali Benishangul Gumuz
SNNPR Gambella Harari Addis Ababa Dire Dawa
Access to TV Access to radio
16Audience Survey Ethiopia 2011
As the chart 14 demonstrates there are marked variations in access to both television and radio across the regions. The low access areas for television include Afar, Somali, Gambella and Benishangul Gumuz with less than 20% of the sample responding that they had access to a television. This increased significantly for radio in Afar and Somali though they remain below national averages, and access to radio in Gambella is very limited. Penetration of 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 far more limited. With the exception of Addis Ababa newspapers are not used as a source for information and news by a significant part of the population. Although nearly 50% of respondents from Addis Ababa read a newspaper for information and news, in all other regions this is below 20% of the population reducing down to below 1% in some of the regions.
Chart 15: Newspaper access by region
73%
14%
59%54%
11%20%
61%
76%
43%
93%
56%
18%
3%
14%9%
3% 1%
18%
0%
12%
49%
20%
0%10%20%
30%40%50%
60%70%
80%90%
100%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul G
umuz
SNNPR
Gam
bella
Harari
Add
is Ababa
Dire Daw
a
Able to read and write Use newspaper as a source of information
Barriers to listening to radio and watching television
For a large proportion of respondents, the purchase price of 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 Afar (79.6%) and Somali (68.3%).
Table 3: Barriers to listening/watching radio /television
Reasons selected Radio TelevisionNo good programmes 1.7% 2.1%
I have no problem 4.5% 2.9%
The reception is bad 9.1% 4.2%No electricity/batteries are expensive 14.5% 25.8%Too expensive to buy a radio/TV 15.2% 43.7%No time to listen 18.7% 14.3%I prefer another medium 37.7% 18.8%
17Audience Survey Ethiopia 2011
Despite high access and usage of radio, 95.5% of respondents reported at least one obstacle to listening to it. Among the reasons cited, a large proportion of respondents answered a preference for other media such as television, the Internet or newspapers limits their use of radio. Limited or no electricity and the purchase price of 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
84.1
11.5
0.4
0.4
1.3
0.9
0.2
0.7
0.5
At home
At a friend or neighbour’s house
At school
While driving, travelling in taxi or bus
In café, bar or restaurant
At work place
Other
Not stated
In a public place, like a market or public square
The majority of respondents listen to radio at home (84.1%) or at friends or a neighbour’s house (11.5%). There is very little shared public consumption. In contrast, more than half of respondents watch television in places other than their home and almost a quarter watch either at a friends or neighbour’s house, in a café, bar or restaurant. Only 42.6% watch television at home.
Chart 17: Locations people watch television
42.6%
26.3%
1.1%
0.4%
23.0%
0.5%
2.9%
3.3%
At home
At a friend or neighbour’s house
At school
While driving, travelling in taxi or bus
In café, bar or restaurant
At work place
In a public place, like a market or public square
Other
There is also a significant difference among the regions. Around 90% of respondents that watch television in Dire Dawa, Harari and Addis Ababa watch at home, while 66.6% of Afar viewers watch in a café, bar or restaurant. In Benishangul one quarter of respondents watch television in public places such as markets and public squares.
18Audience Survey Ethiopia 2011
Who decides what to listen to on the radio or watch on television?
Chart 18: Who decides what to listen to on radio?
60.5%
36.4%
0.2%
1.2%
0.3%
1.6%
I do
Family members
Friend
Joint decision
Other
Not stated
Chart 19: Who decides what to watch on television?
43.7%
53.2%
0.8%
1.5%
0.9%
I do
Family members
Friend
Joint decision
Other
People reported more individual control over what they listened to on radio than watched on television. While 60.5% report having the freedom to decide on what to listen to on the radio, only 43.7% reported having the freedom 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% of women reported having the freedom to decide on what to listen to on the radio as opposed to 66.5% of 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 of their home. Similarly the modal average number of people watching television together outside their home was 10. In urban areas, there were relatively fewer people watching together as compared to rural areas.
19Audience Survey Ethiopia 2011
Radio consumptionRadio consumption patterns
Radio is used by the majority of the public and has a greater audience reach than any other medium. Six out of 10 users listen on a daily basis. The most frequent users are in Addis Ababa and Tigray region with over 70% of 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 of listeners across regions listened to radio on a daily basis.
Chart 20: Regional breakdown of radio listening
70.2%
68.2%
46.3%
64.0%
49.3%
60.4%
61.6%
8.2%
49.7%
72.5%
30.2%
59.0%
13.2%
17.0%
27.3%
18.3%
29.7%
18.8%
19.2%
4.4%
34.2%
13.7%
10.8%
20.7%
4.7%
6.8%
8.3%
6.4%
14.7%
1.5%
4.4%
0.7%
5.6%
5.7%
3.6%
6.6%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul Gumuz
SNNPR
Gambella
Harari
Addis Ababa
Dire Dawa
Total
Every day 2‐3 times a week Once a week
20Audience Survey Ethiopia 2011
Chart 21: Peak time listening times
36%
27%23%
55%
5%
22%
34% 38%
46%51%
5%
26%
0%
10%
20%
30%
40%
50%
60%
6:00am–10:00am
10:00am –2:00pm
2:00pm–6:00pm
6:00pm–10:00pm
10:00pm –midnight
Midnight –6:00 am
Times vary
Weekdays Weekends
During weekdays there is a peak in listeners between 6pm-10pm that is consistent for urban and rural communities with above 50% of respondents listening during this time window. In the morning between 6:00am-10:00am there is also a rise in listenership figures. This is followed by a decline throughout the day and then a rise at 6:00pm to peak time listening. At the weekends a similar pattern of listening is highlighted, but there is a greater tendency for audiences to listen throughout the day rather than within time slots and therefore peak time listening is less pronounced.
Chart 22: Listening trends throughout the day (Monday-Friday) by region
0%
10%
20%
30%
40%
50%
60%
70%
80%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul G
umuz
SNNPR
Gam
bella
Harari
Addis A
baba
Dire Daw
a6:00 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
The nationwide pattern is followed in the majority of regions with peak time viewing between 6:00pm-10:00pm.There are however, some important trends that are regionally specific.
21Audience Survey Ethiopia 2011
In Benishangul the peak time is 6:00am-10:00am and in SNNPR and Afar 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
0%10%20%30%40%50%60%70%80%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul
Gum
uz
SNNPR
Gam
bella
Harari
Addis A
baba
Dire Daw
a
6:00 am – 10:00 am 10:00 am – 2:00 pm 2:00 pm – 6:00 pm
6:00 pm – 10:00 pm Times vary
Weekend listening demonstrates much continuity but also some differences with weekday audiences. Audiences in Gambella for example tended to have much more flexible listening habits than in the week. Peak time viewing is also less stressed as the audience listen across the day.
Programme preferencesChart 24: Programme genre listened to on radio in the last three months
52.6%
5.9%
6.6%
5.7%
6.1%
3.4%
1.4%
1.5%
1.1%
41.6%
14.3%
10.0%
5.3%
1.9%
1.2%
2.5%
2.1%
1.0%
News and current events
Music
Drama
Entertainment
Sport
Development related
Health
Discussion and debate
Phone in
Female Male
22Audience Survey Ethiopia 2011
When people were asked the type of programmes they have listened to in the last three months nearly half of 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 affairs as well as development issues were more of a preference for older sections of the audience (46-59+ years). Younger age groups preferred entertainment programming, such as music, drama and sports. Similarly, rural communities (50.3%) were more likely to mention news and current affairs than urban populations (35%).
Among the specific programmes people listened to on radio the most frequently 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 specific 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
3.7%
1.5%
0.8%
0.4%
0.5%
0.2%
0.2%
0.1%
0.3%
0.1%
6.2%
0.7%
1.4%
0.4%
0.1%
0.4%
0.1%
0.4%
0.0%
0.1%
Meznagna
Ethiopica Link
Question and Answer
Erso Bihonu Min Yadergalu
Woktawi Programme
Police ena Hibreteseb
Tenachin
Tininish Tsehayoch
Egir kwas Beradio Temelketu
Tadias Addis
Female Male
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 of 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 of community radio stations have been licensed. There are also some international radio services of the BBC, Deutsche Welle and Voice of America. Despite this the number of broadcasters operating nationally is small and competition limited.
23Audience Survey Ethiopia 2011
Chart 26: Most listened to radio stations in past 3 months
67%
22%14% 12% 9% 9% 8% 7%
3% 3% 3% 3% 2%0%
10%
20%
30%
40%
50%
60%
70%
80%
Radi
o Et
hiop
ia
Fana
FM
Oro
mia
Radi
o Fan
a
Sout
h FM
FM97
Am
hara
Sheg
er
Mek
ele
FM
DW
ET
VOA
Deu
tsch
e W
elle
FM96
In this context Radio Ethiopia’s position is unchallenged in most of the country and 67% of respondents replied that they had listened to this station in the past three months. The highest proportion of listeners in a region to refer to Radio Ethiopia were in Afar (97.7%), Harari (88.3%) and SNNPR (81.1%).
Chart 27: Most listened to radio stations in past 3 months in Addis Ababa
2.7% 0.8% 0.8%
55.1%
17.2%
45.7%
21.9%
11.7%
45.7%
1.2%
8.2%
0%
10%
20%
30%
40%
50%
60%
Afr
o FM
105
Deu
tsch
e W
elle
EMM
A
Fan
a FM
FM 9
6
FM 9
7
Rad
io E
thio
pia
Rad
io F
ana
Sheg
er
VO
A
Zam
i
A very different 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 of it migrates from Radio Ethiopia to other radio stations.
24Audience Survey Ethiopia 2011
In respect to preferences for individual radio stations the audience also highlighted Radio Ethiopia as their favourite radio station. It was followed by Fana FM and Radio Fana and then the regional mass media agency owned radio stations in Amhara, Oromia and SNNP. Many of 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 of Radio Ethiopia decreases and Fana Radio and Sheger are selected as the favourite radio stations far more frequently.
Chart 28: Respondents’ favourite radio stations nationwide
70%21%21%
19%13%11%
9%7%7%7%
4%3%3%3%2%2%2%2%1%1%1%1%0%0%0%0%0%0%0%0%0%0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Radio EthiopiaFana FM 98.1Radio Fana
Oromia RadioAmhara Regional Radio
South FMAddis FM 97.1
Deutsche WelleSheger FM 102.1
Voice of America (VOA)Jimma Community Radio
Dimtsi WoyaneMekele FM 104.4
BBC WorldBahir Dar FM 96.9
Dire Dawa FM 106.1Addis FM 96.3
Dimtsi Woyane FMHarar FM 101.4
EMMAZami Radio FM90.7
Yirgalem Community RadioAfro FM 105.3Finfine FM92.3
Dire Dawa Community RadioKore Community Radio
Argoba Nation Community RadioSudie Community Radio
Waghimra Community RadioKenbata Community Radio
Keffa Community RadioKombolcha Community Radio
25Audience Survey Ethiopia 2011
Chart 29: Respondents’ favourite domestic radio stations in Addis Ababa
27.6%
56.7%
13.8%
50.8%56.7%
22.0%
14.2%
4.7%
0%
10%
20%
30%
40%
50%
60%
Radio Ethiopia
Fana FM 98.1
Radio Fana
Addis FM 97.1
Sheger FM 102.1
Addis FM 96.3
Zami Radio
Afro FM
Overall, six out of ten radio listeners reported that they listened to at least one station ‘yesterday.’ Mekelle FM 104.4 was the most frequently listened to station with 82.1 % of its audience tuning to it very often (yesterday). Besides being the second and third most frequently listened to stations, Sheger FM 102.1 and Fana FM 98.1 maintain larger proportions of weekly audiences than any other stations. Similarly Dire Dawa FM, Harar FM and Dire Dawa community radio stations recorded significant weekly audiences.
Chart 30: Response to which radio station did you listen to yesterday?
62%6%
2%13%14%
1%4%
10%24%
8%0%1%1%0%2%
10%4%
2%1%2%5%5%
0% 10% 20% 30% 40% 50% 60% 70%
Radio EthiopiaAmhara Regional Radio
Dimtsi WoyaneOromia Radio
Radio FanaZami Radio
Addis FM 96.3Addis FM 97.1
Fana FMSheger FM
Afro FMBahir Dar FM
Harar FMFinfine
Dire Dawa FMSouth FM
Mekele FMDimtsi Woyane
EMMABBC World News
Voice of America (VOA)Deutsche Welle
26Audience Survey Ethiopia 2011
Table 4: List of radio stations (listened to and favourite) 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%)
Afar 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%)
27Audience Survey Ethiopia 2011
Television consumptionTelevision consumption
Television is the second most popular source of information although nationwide it has significantly less penetration and reach than radio has. A total of 60.8% of respondents reported that they do not have easy access to television, but at the same time, almost half of them, 29.9%, still use television as a main source of information. Only a little over one third of respondents or 35.7% watch television on a daily basis, a further 20.6% watch 2-3 times per week, 16.4% once a week and the remaining section of the audience less frequently and irregularly. Urban areas have the highest percentage of viewers with almost double the number of respondents in urban areas watching television daily than those living in rural communities.
Chart 31: Regional breakdown of television viewing
65.4%
5.5%
29.6%
36.3%
51.3%
72.2%
23.0%
4.7%
69.0%
71.3%
27.7%
35.7%
15.8%
15.2%
29.6%
19.0%
11.1%
0.4%
16.9%
7.6%
11.0%
18.3%
4.4%
20.6%
8.6%
50.8%
16.7%
19.3%
11.9%
15.6%
5.7%
6.2%
5.6%
1.6%
16.4%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul Gumuz
SNNPR
Gambella
Harari
Addis Ababa
Dire Dawa
Total
Every day 2‐3 times a week Once a week
28Audience Survey Ethiopia 2011
The highest proportion of 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 frequent users are in Gambella with 18% watching television once a week and only 4.7% daily viewers. Similarly, daily viewing in Afar is the least with 5.5%, though overall viewing rises based on once weekly viewing.
Chart 32: Peak viewing times
10%
22% 23%
45%
3%0%
33%
13%
35%
63%
39%
4%1%
25%
0%
10%
20%
30%
40%
50%
60%
70%
6:00am–10:00am
10:00am–2:00pm
2:00pm–6:00pm
6:00pm–10:00pm
10:00pm–midnight
Midnight–6:00am
Times vary
Weekdays Weekends
Chart 33: Viewing trends throughout the day by region (Monday- Friday)
0%10%20%30%40%50%60%70%80%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul G
umuz
SNNPR
Gam
bella
Harari
Addis A
baba
Dire Daw
a
Times vary during the day 6:00am– 10:00am10:00am– 2:00pm 2:00pm– 6:00pm6:00pm– 10:00pm 10:00pm– midnight
29Audience Survey Ethiopia 2011
Chart 34: Viewing times throughout the day by region (Sat- Sunday)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul G
umuz
SNNPR
Gam
bella
Harari
Addis A
baba
Dire Daw
a
6:00am– 10:00am 10:00am– 2:00pm 2:00pm– 6:00pm 6:00pm– 10:00pm Times vary
During the week the most popular time for watching television is between 6.00pm- 10.00pm when 44.8% of television viewers in the sample reported watching. Television viewing in non peak times is fairly consistent throughout the day with 22% maintained throughout daytime viewing with an initial spike in the morning followed by 8 hours of consistent consumption. At weekends patterns change considerably and the peak is between 2:00pm-6:00pm with viewing during the time slots either side of this time dropping off considerably. The majority of regions followed this pattern of peak viewing between 6.00pm- 10.00pm. However, in Afar more than half of respondents watch television in the afternoon (2.00pm-6.00pm) during weekdays. During weekends more than a third of respondents watch television from 10.00am in the morning. Peak time was in the afternoon between 2.00pm and 6.00pm (62.9%).
Programme preferences
News and current affairs 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 significant proportions of the youth audience.
30Audience Survey Ethiopia 2011
Chart 35: Top most viewed programme genres
48.3%
19.1%
20.7%
12.6%
20.0%
3.1%
5.6%
3.8%
3.0%
1.2%
37.3%
26.1%
18.5%
18.7%
7.2%
6.5%
0.8%
3.0%
3.8%
2.4%
News and current affairs
Drama
Entertainment
Films, movies and music
Sport
Health
Development
Question and answers
Police
Youth
Female Male
Chart 36: Top five most popular television programmes that respondents mentioned by title
14.8%
6.8%
4.4%
1.3%
1.8%
18.7%
6.6%
4.8%
1.9%
0.7%
Ehud Meznaga
Gemena Drama
Ethiopian Idol
Arhibu
Parlama
Female Male
Television channel reach
Respondents’ favourite television channel is largely determined by availability and access. As a result a large majority of respondents’ preference 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, followed by various international news channels.
31Audience Survey Ethiopia 2011
Chart 37: Television channels watched in the past 7 days
11.5%26.6%
38.7% 44.2% 46.6% 48.9% 51.8% 52.5%65.3% 66.4%
73.3% 78.5%
Esat
CNN
Press T
V
BBC World New
s
Dire Television
Aljazeera
Euro New
s
Sky New
s
Oromia Television
(OTV
)
Supe
r Spo
rts
Addis T
elevision
(ETV
2)
Ethiop
ia Television
Chart 38: Respondents’ favourite television channel
86.9%68.8%68.1%
51.8%51.7%
39.2%36.8%36.1%
17.4%14.5%
10.5%2.4%1.7%
0% 20% 40% 60% 80% 100%
Ethiopia TelevisionOromia Television (OTV)
OtherAddis Television (ETV 2)
Super SportsDire Television
AljazeeraBBC World News
EsatCNN
Euro NewsPress TVSky News
A large number of respondents identified ETV as their favourite television channel followed by Oromia Television. All domestic television channels were more popular than international channels suggesting a strong preference for domestic programming and increased awareness of these channels. The ‘Other’ category included a broad range of transnational and channels of neighbouring countries including: Djibouti TV, MBC, MTV, RETMO, EBS, KBC and Persian TV.
The two main reasons people gave for choosing their favourite channel, which particularly applies, to ETV, was to follow news and entertainment programmes. Equally, most repondents watch ETV because they claimed to have limited alternatives or option.
32Audience Survey Ethiopia 2011
Table 5: List of television channels (viewed and favourite) 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%)
Afar 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%)
33Audience Survey Ethiopia 2011
NewspapersNewspaper readership across the country is very low with only 13.3% of the survey reading newspapers and nearly half of them (45.1%) claiming to read on a regular basis (at least once a week). Readership is mainly limited to large cities because of access issues and limited distribution.
Chart 39: Newspaper readership
72.7%
13.9%
58.9%53.6%
11.4%20.3%
61.3%
75.8%
43.4%
92.5%
56.4%
0%10%20%30%40%50%60%70%80%90%
100%
Tigray
Afar
Amhara
Oromia
Somali
Benishangul G
umuz
SNNPR
Gam
bella
Harari
Addis A
baba
Dire Daw
a
Able to read and write Use newspaper as a source of information
Awareness of different newspaper titles among readers is linked with respondents’ answer to the question ‘what is your favourite newspaper title.’ The daily Addis Zemen and weekly Addis Admas are well known throughout the country and awareness of the newspapers is high and this is related to readers’ preferences.
34Audience Survey Ethiopia 2011
Chart 40: Awareness of newspaper titles
79%
47%
33% 32% 32% 29% 29% 25%22% 20% 18%
14% 12% 11% 11% 11% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Addi
s Zem
en
Addi
s Adm
as
Repo
rter
Ethi
o Sp
ort
Oth
er
Med
ical
Addi
s Les
an
Inte
r Spo
rt
Wor
ld S
port
Leag
ue S
port
Ethi
o Ch
anna
l
Baris
sa
Econ
omy
Awra
mba
Fort
une
The
Gun
ners
Hatr
ic
Whilst 56.9% of 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 of the Reporter was more popular with female readers (almost 50% of the titles readers are female). The most commonly mentioned reason for reading a newspaper is to seek information on political and current affairs.
Chart 41: Newspapers read by respondents
61%
31%
24% 24%20%
18%14% 13%
8% 8% 7% 6% 5% 5% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
Addis Z
emen
Addis A
dmas
Ethio Sport
Repo
rter
Med
ical
Inter S
port
League
Spo
rt
Addis L
esan
Ethio Ch
anne
l
The Gu
nners
Hatric
Barissa
Awramba
The Ethiop
ian He
arald
Fortun
e
Econ
omy
Only four 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 offices, subscribe to
35Audience Survey Ethiopia 2011
newspaper titles such as Addis Zemen, Barissa and Abiyotawi Democracy, their ease of access shapes reader choice.
Chart 42: Favourite newspaper titles
40%
18%15%
12% 11% 11%7%
5% 5% 4% 4% 2% 2% 1%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Add
is Zem
en
Add
is Adm
as
Ethio Spo
rt
Inter Sp
ort
Med
ical
Repo
rter
World
Spo
rt
Add
is Lesan
Leag
ue Spo
rt
Barissa
The Gun
ners
Awramba
Hatric
Fortun
e
Chart 43: How often do you buy a newspaper?
1.9%
14.1%
41.5%
33.9%
6.3%2.2%
0%
5%10%
15%
20%
25%
30%
35%
40%
45%
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?
42%
28%
8%
4%
0%
18%I buy it
Library
Work
Cafe
Friends
Other
36Audience Survey Ethiopia 2011
Table 6: List of newspapers (read and favourite) 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%)
Afar 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%)
Tigray Reporter (25.1%)Addis Zemen (24.6%)Medical (20.8%)
Medical (14.2%)Addis Zemen (11.5%)Reporter (10.1%)
37Audience Survey Ethiopia 2011
InternetInternet usage for 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% of women respondents used the Internet compared to 6.2% males. Likewise whilst 5.9% of the age group 15-30 used the Internet this reduced to 3.1% of the over 46 age groups.
Chart 45: Internet diffusion by region
4.4%7.2%
4.3% 2.8%
10.0%
4.7%1.8%
3.6%
12.3%
26.5%
15.5%
38Audience Survey Ethiopia 2011
Chart 46: Nationwide Internet users
Yes4.9%
No95.1%
Even in cases where the Internet is used usage patterns are erratic. A total of 14% of users browsed the Internet at least once a month, of 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 of using the Internet
6.3 4.4 1.9 1.2 0.3 3.7
82.3
Daily 2‐3 times a week
Twice a week
Once a week
Once a month
Less often Can't recall/not stated
39Audience Survey Ethiopia 2011
AnnexSampling information: The zones were selected based on population size, ethnic diversity and geographic location of the zones within the regions as well as the country as a whole.
Tigray
Amhara
Benishangul
Gambela
SNNPR
Addis Ababa
OromiaSomali
Study Location
Dire Dawa
Harari
Afar
40Audience Survey Ethiopia 2011
Sampling:
A sample of 3,999 was taken from nine regional states and two City administrative areas. The table below shows distribution of the samples across the regions and administrative cities in the survey.
Table: Sample by region
Region Actual sample Proposed sample
Tigray 360 360
Afar 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 for all regions. Zones were selected to be broadly representative of population ethnic and livelihood diversity within each region.
Table: Details of sample points in each region
Oromia Region Amhara Region SNNPR Region Tigray Region
zone
s
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 Special Zone)
Gedio
Borena North Shewa Wolayita
Adama Special Zone Gamo Gofa Zone
zone
s Afar Region Benshangul Somali Gambella RegionZone 1 Assosa Zone Shinile Zone Agnewak Zone
Zone 3 Kemashi Jijiga Zone
Harari Region
Dire Dawa Administrative City
Addis Ababa Administrative City
41Audience Survey Ethiopia 2011
In each Zone Woredas were selected considering population size. At the lowest level Kebeles or blocks and households in each block were identified randomly. At household level individual respondents were selected using quota samplings for gender and age variables to match the 2007 Census data.
Data weightingThe analysis of this report is conducted using a weighted data. The weighting is done to approximate the distribution of regions and centre types to that of 2007 census data. Details of the weight calculation is presented below:
RegionsPopulation SampleUrban Rural Total Urban Rural Total
Tigray 842,723 3,471,733 4,314,456 160 200 360
Afar 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 232,854 109,973 342,827 122 79 201
11,927,142 61,894,793 73,821,935 1956 2043 3999
Because the ratio of 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 for each region. The formula used to determine the weight is:
The analysis of this report is conducted using a weighted data. The weighting is done to approximate the distribution of regions and centre types to that of 2007 census data. Details of the weight calculation is presented below:
Weight for each stratum
NK/N Nk/n
Where: NK/N = Proportion in the population nk/n = proportion in the sample
42Audience Survey Ethiopia 2011
Table: Weight calculation
a b c d eWeight
Strata Nk nk Nk/N nk/n c/dTigray Urban 842,723 160 0.011416 0.04001 0.285319 5.706382
Afar Urban 188,973 80 0.00256 0.020005 0.12796 2.559209
Amhara Urban 2,112,220 239 0.028612 0.059765 0.478748 9.574966
Oromiya Urban 3,370,040 318 0.045651 0.07952 0.574082 11.48164
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
Afar 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 2.679086 53.58173
Somali Rural 3,817,937 239 0.051718 0.059765 0.86536 17.3072
Benshangul- Gumuz Rural 572,882 82 0.00776 0.020505 0.378458 7.569153
SNNP Rural 13,496,821 318 0.182829 0.07952 2.299166 45.98332
Gambella Rural 229,038 80 0.003103 0.020005 0.15509 3.101798
Harari Rural 84,023 81 0.001138 0.020255 0.056193 1.123852
Addis Ababa Rural 0 0 0 0
Dire Dawa Rural 109,973 79 0.00149 0.019755 0.075409 1.508186
Total 73,821,935 3,999
Note: The actual weight is determined by multiplying the figure obtained using the formula by 20 so that the weight applied to certain groups will not be insignificant.
43Audience Survey Ethiopia 2011
This report has been funded by the British Embassy in Ethiopia and the Department for International Development (DFID), UK