Radio Remains The Most Common Source Of Information to Nigerians; Social Media Experiences A Tremendous Leap Over Two Years

 

Abuja, Nigeria. July 7th, 2015 – Latest snap poll results released by NOIPolls Limited have revealed that 62 percent of Nigerians surveyed get their daily information via ‘Radio’. This is mostly true for Nigerians in North-West zone (77 percent) and the North-East zone (72 percent). This is followed by ‘Television’, ‘Social Media’ and ‘Newspapers’ etc. with 49 percent, 37 percent and 30 percent respectively. Furthermore, majority of Nigerians (34 percent) ranked ‘radio’ as the major source of their daily information, while ‘Television’ (27 percent) and ‘Social Media’ (20 percent) ranked second and third respectively amongst other sources of information.

More findings from trend analysis 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. On the other hand, while social media was ranked 3rd as a source of information, there has been tremendous growth in its use with an increase by 14-points from 2013 to 2015. This finding therefore buttresses the rising embrace of social media in Nigeria and the  world. 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.[1] These are the key findings from the Sources of Information poll conducted in the week of June 29th 2015.

Brief Background

Information is an essential tool for development, decision-making and control. Without information, communication is compromised. For a society to exist and function, there must be an operational media. The various traditional communication channels like the town crier, the drum beat, word of mouth, television and radio emphasize the role of information and communication between people in the society. The society depends on media for information and communication which guides daily activities such as work, entertainment, health care, education, personal relationships, tourism etc.[2]

In recent times, there has been an increase in the use of social media as a source of information especially amongst the younger generation. As such, social media serves in the same capacity as traditional media. For instance in the area of reach, social media unlike the traditional media is more decentralized and can reach a global audience. Social media transcend cultures and geographical location and also immediacy in receptiveness of information. Social media messages also provides the added advantage of receiving instantaneous responses when compared to traditional media. Hence, social media in recent times have become a major platform for communicating breaking news.[3]

Against this background, NOIPolls conducted a brief poll and trend analysis from past polls to bring to light sources through which Nigerians get daily information, as well as the changing trends associated with the use of these sources over the years.

Survey Findings

To ascertain the sources through which Nigerians access daily news and information, respondents were asked: How do you get access to your daily news? This question required multiple responses, where respondents were allowed to indicate as many sources as possible. Findings revealed that more Nigerians get access to daily news from radio stations than television, social media or newspapers. Majority of Nigerians (62 percent) surveyed revealed that they get access to daily news via radio stations. This is followed by television, social media and newspapers etc. with 49 percent, 37 percent and 30 percent respectively.

Analysis 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), whereas the South-West zone also accounted for the largest proportion of Nigerians who indicated social media (42 percent). In addition, more findings by age 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.

Secondly, respondents were asked to rank their choice(s) from above. The upswing of new technology has introduced several options for getting information which have continued to compete with traditional media. However,  despite the country’s attraction to the latest advance devices, majority of Nigerians (34 percent) ranked ‘radio’ as the main source of their daily information. Television was ranked second with (27 percent), while social media ranked third with 20 percent.

Furthermore, trend analysis from the current poll and previous polls conducted in past years revealed a dramatic increase in the use of social media as a source of daily information in Nigeria with a total increase of 18-points and 14-points in 2015 from 2007 and 2013 respectively. This indicates a huge growth in the usage of social media in Nigeria as a source of information, thus increasing the competition with other sources of information. In 2015, radio declined by a significant 24-points when compared to 2013, yet it still remains the most common source of news in Nigeria as reported by 34 percent of Nigerians interviewed. Also, findings revealed that more Nigerians get access to their daily news from social media than newspapers.

 

In conclusion, the poll has revealed that more than 6 in 10 Nigerians affirmed they get access to daily news via radio. This is followed by television, social media and newspapers etc. with 49 percent, 37 percent and 30 percent respectively. Also, amongst these sources, radio has the highest ranking as stated by 34 percent of those surveyed. Finally, in 2015, the use of radio as a source of information declined by a significant 24-points from 2013, nevertheless, it still remains the most popular source of infrormation in Nigeria.

Survey Methods

The current opinion poll was conducted in the week of 29th June 2015 which  involved telephone interviews of a random nationwide sample. Previous surveys conducted between 2007 and 2013 were conducted using Face to Face interviews. NOIPolls Limited, No1 for country specific polling services in West Africa. We conduct periodic opinion polls and studies on various socio-economic and political issues in Nigeria. More information is available at www.noi-polls.com

Disclaimer

This press release has been produced by NOIPolls Limited to provide information on all issues which form the subject matter of the document. Kindly note that while we are willing to share results from our polls with the general public, we only request that NOIPolls be acknowledged as author whenever and wherever our poll results are used, cited or published.

NOIPolls hereby certifies that all the views expressed in this document accurately reflect its views of respondents surveyed for the poll, and background information is based on information from various sources that it believes are reliable; however, no representation is made that it is accurate or complete. Whilst reasonable care has been taken in preparing this document, no responsibility or liability is accepted for errors or fact or for any views expressed herein by NOIPolls for actions taken as a result of information provided in this report. Any ratings, forecasts, estimates, opinions or views herein constitute a judgment as at the date of this document. If the date of this document is not current, the views and content may not reflect NOIPolls’ current findings and/or thinking.

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[1] http://techtalkafrica.com/nigerians-and-social-media-infographic.html

[2] http://www.webpages.uidaho.edu/~mbolin/harande.htm

[3] http://iiste.org/Journals/index.php/NMMC/article/viewFile/11666/12011