Gallup Poll: Nigeria Media Use 2012

Courtesy:  Broadcasting Board Of Governors(BBG)

Main Findings:

Massive growth in “connectedness” in past few years. Former media gap between Hausa-speakers and others has narrowed; increase in Hausa phone ownership accounts for growth in mobile. Internet use strong across the board at 20% weekly; but varies sharply by demographic. Growth of Internet largely due to take-up of mobile Web; a shift from café-centered Internet culture. More than 50% in all demographic groups own mobile, except least educated (even among whom, 30% have mobiles). Mobiles widely used for non-voice activities, especially SMS, Web, social networking. News-sharing by SMS, social networking, email very important. Broadcast media still dominate for news.

Methodology:

This report contains results from a nationally representative, face-to-face, survey of 3,000 Nigerians aged 15 and older. The total 15 and older population covered by this survey in Nigeria numbers 92,511,000. Interviewing was conducted March 9–April 7, 2012, in English, Yoruba, Hausa, Igbo, and Pidgin by Nigerian interviewers. About one-quarter of one percent of the population was excluded due to security concerns resulting from ongoing Boko Haram attacks in central Kano. All results are weighted by age, gender, and educational attainment to reflect population projections.

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