Rwanda Audience Survey 2009

1. Rwanda Audience Survey2009

2. Contents & Presentation Structure • Introduction • Media habits & hardware ownership • Radio • TV • Print • Internet • Other media

3. Sampling & Methodology • 2000 respondents nationwide • 200 randomly selected sampling points at sector level • 20 interviews per sampling point sector Population distribution By location: Census 2002: Urban 83.11% Rural 16.89% RAMS Survey Urban: 760 interviews (38.0%) Rural: 1240 interviews (62.%) of sample By gender: Census 2002: Male 47.73% Female 52.27% RAMS Survey: Male 962 (48.10%) Female 1038 (51.90%) of sample • Household level interviews (20 May -10 June 2009) • Random selection of respondent within household • Face to face interview • Questions types- Closed, choice, open and aided responses-use of show-cards • Average interview time= 39 minutes

4. Questionnaire, Fieldwork & quality controls Questionnaire formulation: • a stakeholder consultative meeting was organized on 02 March 2009 at St. Paul for stakeholders to input in the questionnaire Field staff training: • Field staff training was conducted in Incisive Africa offices from the 13th -18th May 2009 Pilot survey • two pilot surveys were done • Urban setting pilot 18/05/09 - Nyamirambo, Kimisagara, Kimironko, Kacyiru, Nyarugunga) • Rural setting 19/5/09 Muyumbu and Runda sectors Fieldwork • Small field teams : each sampling point was allocated 4 interviewers • Close supervision- High supervisor- interviewer ratio • Accompanying interviewers: 351 interviews were accompanied (17.55%) • Call backs /rechecking done interviews: 156 questionnaires were rechecked (7.8%) • Back-checks- a different team revisiting the respondent to re-interview 277 questionnaires were back-checked (13.85%)

5. Respondent profile- Age & gender

6. Respondent profile- income Individual incomes Household incomes

7. Respondent profile- Languages

8. Respondent profile- Languages………… contd.

9. Recentness of media consumption

10. Interests in the media

11. Media hardware ownership

12. Hardware ownership 74.65% 39.20% 26.25% 9.80% 9.15% 4.75% 3.30% 2.15% 1.60% 1.40% 0.95% 0.50% 12.45% 3.55%

13. Radio

14. Radio -station awareness

15. Radio-Listenership through the day

16. Radio- most preferred station

17. Radio- station preference by location(Kigali & Elsewhere)

18. Radio- station preference by personal monthly income group

19. Radio- most liked station by province

20. Radio-most liked station by age

21. Radio-most liked station by age…….contd

22. Radio –most captive audience

23. Radio – perceptions local vs. international stations

24. Radio –Gaps in content

25. Listenership -Radio Rwanda

26. Perceived gaps in content – (local vs. international stations)

27. Radio-most liked presenter

28. Television

29. TV-awareness

30. TV - viewing locations

31. Rwanda TV- viewership

32. Rwanda TV viewership vs. main radio station listenership

33. Rwanda TV-Gaps in content

34. TV-Pay TV penetration

35. Print Media

36. Print- awareness

37. Print -share of readership

38. Print -share of readership(Urban –Rural) All papers with less than 17 mentions weren't analyzed for rural urban distribution since all except last two had a single rural mention

39. Print- most liked section of the paper

40. Print media -readership

41. Print-source of read paper

42. Print- access to copies in a week

43. Print media – gaps in coverage Green= underreported or featured Red = over reported or featured

44. Internet

45. Internet-access & usage

46. Other media consumed

47. Media High Council

48. Media High Council-MHC

49. MHC –spontaneous awareness of role

50. Advise to Media High Council