- Media Environment Overview
- Media Outlet Preferences
- Regional Guide
- News and Information Access and Sharing
- Mobile Money for the Unbanked
- Public Opinion on MDGs
- HIV/AIDS Education: Survey Shows Demand for Better Information
- Malaria Education: Tapping All Means of Outreach
- Survey Methodology
Regular Media Use
In addition to having household access to a mass media device, the frequency with which respondents say they use a medium can illustrate evidence of shared use of media -- such as communal television viewing, sharing newspapers among households, etc. It can also point to instances of limited use of a medium despite its availability in the household, thus giving a more holistic view of media reach.
**Regular users are defined in this report as those who use a medium at least weekly.**
Measures in the survey of weekly television viewership -- the frequency with which respondents said they watch television -- suggest that viewership outside the home is an important factor. In other words, there is a difference (27 percent have household access, 41 percent watch weekly) between the percentage of people saying they have household access to a given medium and the percentage of people who say they use that medium regularly (compare Figure 1 with access levels in Figure 1 in the access tab).
Communal watching is higher among those with lower tier incomes, and reduces as income levels increase.
When broken down by location, as Figure 2 shows, rural viewers are more likely to watch TV outside their homes than urban viewers.
Analyzed by location, newspaper readership increases rapidly with increased income and is higher for urban residents. Both richer and more urban residents have higher access to education (and thereby literacy) as well (Figure 3).