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Poll: Radio, ‘ahead of social media in Nigeria’

Poll: Radio, ‘ahead of social media in Nigeria’
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A greater number of Nigerians still get their daily news from radio stations than television, social media or newspapers, a new polls result of media consumption pattern has revealed.
Poll results released by NOIPolls Limited, a country specific polling services provider revealed this and other interesting facts about the most important source of daily news and information among Nigerians.
Key findings from the the ‘Sources of Information’ poll conducted by the research company in the week of June 29 2015 reveals that more Nigerians get their news from radio than any other medium.
Sixty two percent of those surveyed revealed that they get access to daily news via radio stations. This is followed by television (49 percent), social media (37 percent) and newspapers (30 percent).

 

[blockquote right=”pull-right” cite=”NOIPOlls”]“Analysis of respondents by geo-political zone indicates that the North-West zone (77 percent) and the North-East zone (72 percent) accounted for the largest proportion of respondents who get access to daily news via the radio. The South-East zone accounted for the highest ratio of respondents who get daily access to news via television (64 percent), social media (42 percent) and newspapers (53 percent). The South-West zone (42 percent) accounted for the largest proportion of Nigerians who indicated social media.” [/blockquote]

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Analysis of respondents by geo-political zone indicates that the North-West zone (77 percent) and the North-East zone (72 percent) accounted for the largest proportion of respondents who get access to daily news via the radio.
The South-East zone accounted for the highest ratio of respondents who get daily access to news via television (64 percent), social media (42 percent) and newspapers (53 percent). The South-West zone (42 percent) accounted for the largest proportion of Nigerians who indicated social media.
Age analysis of respondents revealed that Nigerians who access daily information via social media channels are more likely to be within the age-group of 18-25, while Nigerians aged 46-60 years and senior citizens (61+) are more likely to get their daily information from radio.
Although more findings from trend analysis from the current poll and previous polls conducted in past years revealed a huge decline in the use of radio as a source of information by 24-points in 2015 from 2013. Nevertheless, it still remains the most common source of information in Nigeria as reported by 34 percent of Nigerians interviewed. These could be a function of its advantage of cost and reach over television, according to the authors of the polls result.
On the other hand, while social media was ranked third, there has been tremendous growth in its use with an increase by 14-points from 2013 to 2015. The findings buttress the rising adoption of social media in Nigeria and the world, according to NOIPolls.

 

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Facebook
For instance, findings provided by Social Media Week held in 2013 revealed that over 87% of the population of Lagos (21 million), access Facebook from their mobile phones making it the second largest mobile Facebook access in the world.
NOIPolls says its findings underscore that the social media has a bright future as a source of information in Nigeria as revealed by the poll. The use of social media as a source of information had a tremendous growth of 14 points between 2013 and 2015.
“It is a potent information source for the younger generation, serving in the same capacity as traditional media. For instance in the area of reach, social media unlike the traditional media is more decentralised and can reach a global audience. Social media transcend cultures and geographical location. Social media provide the added advantage of receiving instantaneous responses when compared to traditional media. It has therefore become a major platform for communicating breaking news in recent times”, the research company says.

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Kayode Oladeinde Technology Journalist at Technology Times. Mobile: +234 (0) 7031526929

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