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DAVID WARDSELAM AYALEW

This report has been funded by the British Embassy in Ethiopia and the Department for International Development (DFID), UK

AUDIENCE SURVEY

ETHIOPIA 2011

ERIS

Copyright for this survey ERIS and authors, 2011.Permissions: The survey either in full or parts of may be reproduced freely as long as authorship is fully acknowledged.Cover and design by designlab.

Recommended citation:Audience Survey Ethiopia 2011. Ward, D., with Ayalew, S. Electoral Reform International Services, 2011.

Electoral Reform International Services

Electoral Reform International Services (ERIS) is a not-for-profit non governmental organisation which provides support to strengthen democratic institutions, processes and culture around the world. ERIS has worked in over 70 countries and has provided experts for international agencies, governments, election management bodies, non governmental organisations, and other key democracy institutions. ERIS covers the full spectrum of democracy assistance and advice.

We:design, create, and manage major projects; provide experts to assist election management bodies and other key democracy institutions, the media, and civil society; shortlist observers on behalf of the British Government for the international election observation missions and work with citizen observer groups; offer a range of training courses (including for election observers); organise major conferences and publish reports.

In future ERIS plans to collaborate in particular with grassroots organisations which are working to prevent election related conflict, to hold elected representatives to account, to empower women, ethnic and religious minorities, and in general to promote citizen participation in the democratic process.

List of TablesBackground 5Demographic profile for sample 6Chart 1: Marital status of respondents 7

Chart 2: Religion of respondents 7

Chart 3: Education profile and literacy levels of respondents 8

Chart 4: Occupation of respondents 9

General media consumption 10Chart 5: Sources of information 10

Chart 6: Information sources by region 11

Chart 7: Number of media sources used by respondents 12

Chart 8: Zero information source users by region 12

Chart 9: Most reliable and important sources of information 13

Chart 10: Frequency of using information sources 13

Chart 11: Response to the question when did you use the following information sources? 14

Chart 12: Population with access to television 14

Chart 13: Population with access to radio 15

Chart 14: Access to radio and television by region 15

Chart 15: Newspaper access by region 16

Chart 16: Locations people listen to radio 17

Chart 17: Locations people watch television 17

Chart 18: Who decides what to listen to on radio? 18

Chart 19: Who decides what to watch on television? 18

Radio consumption 19Chart 20: Regional breakdown of radio listening 19

Chart 21: Peak time listening times 20

Chart 22: Listening trends throughout the day (Monday-Friday) by region 20

Chart 23: Listening trends throughout the day (Sat-Sunday) by region 21

Chart 24: Programme genre listened to on radio in the last three months 21

Chart 25: Top 10 most popular radio programmes that respondents mentioned by title 22

Chart 26: Most listened to radio stations in past 3 months 23

Chart 27: Most listened to radio stations in past 3 months in Addis Ababa 23

Chart 28: Respondents’ favourite radio stations nationwide 24

Chart 29: Respondents’ favourite domestic radio stations in Addis Ababa 25

Chart 30: Response to which radio station did you listen to yesterday? 25

Television consumption 27Chart 31: Regional breakdown of television viewing 27

Chart 32: Peak viewing times 28

Chart 33: Viewing trends throughout the day by region (Monday- Friday) 28

Table of Contents

Chart 34: Viewing times throughout the day by region (Sat- Sunday) 29

Chart 35: Top most viewed programme genres 30

Chart 36: Top five most popular television programmes that respondents mentioned by title 30

Chart 37: Television channels watched in the past 7 days 31

Chart 38: Respondents’ favourite television channel 31

Newspapers 33Chart 39: Newspaper readership 33

Chart 40: Awareness of newspaper titles 34

Chart 41: Newspapers read by respondents 34

Chart 42: Favourite newspaper titles 35

Chart 43: How often do you buy a newspaper? 35

Chart 44: Where do you acquire your newspaper? 35

Internet 37Chart 45: Internet diffusion by region 37

Chart 46: Nationwide Internet users 37

Chart 47: Frequency of using the Internet 38

Annex 39Sampling information 39

List of TablesTable 1: Ethnic group of respondents 6

Table 2: Monthly income of respondents 8

Table 3: Barriers to listening/watching radio /television 16

Table 4: List of radio stations (listened to and favourite) by region 26

Table 5: List of television channels (viewed and favourite) by region 32

Table 6: List of newspapers (read and favourite) by region 36

5Audience Survey Ethiopia 2011

BackgroundThis survey is based on interviews with adults above the age of 15 in 3,999 households across Ethiopia. The sampling methodology is based on a multi-stage random sample design to ensure full representation across all regions and key demographic groups. Sample districts were chosen to be representative of the geographic, ethnic and socio-economic diversity of the country.

Fieldwork was conducted by ERIS and carried out using specially recruited enumerators during October and November 2010. The scope of this survey was nationwide, including both urban and rural Ethiopia. All nine regions and two city administrations were covered in the survey as listed in the box adjacent (further details on the sample are included in the annex).

For the analysis data was weighted in line with the distribution of regions and centre type: urban/ rural. This was based on population estimates in the 2007 Census. Households were selected randomly within each sample Woreda.

Tigray regionAfar regionAmhara regionOromia regionSomali regionBenishangul Gumuz regionSNNP regionGambella regionHarari regionAddis Ababa Administrative CityDire Dawa Administrative City

Ethiopia TelevisionEthiopian RadioFM Addis 97.1Addis TV and FM 96.3Amhara FM and FM Bahir DarDire Dawa FM 106.1 and Dire Dawa TelevisionOromia TV, Oromia radio and Finfine FMHarar FMMekelle FMSouth FMAfro FM

Dimitsi Woyane Tigray (DWET)Fana Radio and Fana FMSheger FMZami FMArgoba radioKombolcha radioKefa radioWaghimra radioSudie radioJimma radioKorrie radioKembata radio


Demographic profile for sampleThe sample was equally split to achieve a 50:50 gender balance and as a result of the survey selecting those above 15 years of age based on the Census a higher proportion of younger age groups are represented: 51.9% of the sample are between 15-30 years, 29.9%, 31-45 years and 18.2%, 46-59+ years. The average age of the sampled respondents is 33 years with the youngest being 15 years and the oldest 73 years of age. A large proportion of respondents were married and less than a third were single. Nine out of ten single respondents were aged between 15 and 30 years.

Table 1: Ethnic group of respondents

Ethnicity % Amhara 36.5%

Oromo 24.5%

Tigrie 6.9%

Guraghe 5.7%

Somali 5.4%

Sidama 4.4%

Wolayita 3.0%

Hadia 2.6%

Gamo 2.3%

Gedeo 2.2%

Afar 1.7%

Burji 1.6%


Chart 1: Marital status of respondents

27%

9%

52%

6%6%

0%Single

Married without any children

Married with child/children

Widowed

Divorced/separated

Living with a Partner

The sampling also achieved a balance between ethnic groups. Table 1 lists major ethnic groups that are included in the survey. The remaining 3.2% of the sample is composed of members of the Siltie, Konso, Kefa, Agnwak, Gumuz, Guji, Kenbata, Harari, Nuer, Kora and Dorze groups.

Ethiopia is a religiously diverse country with Islam and Christianity being practiced widely. Half of respondents are Orthodox Christians and the remaining half composed of Muslim, Protestant, Catholics and other religious beliefs.

Chart 2: Religion of respondents

54%

0%

17%

28%

1%

Orthodox ChristianCatholicProtestantMuslimOther

Over half of respondents have attended formal education. Of these 45% are qualified up to eighth grade. About a third of respondents attended grades between 9 and 12 and only 2% obtained a first degree or above qualification. School attendance was lower among females (49.7%) and rural respondents (52.9%) than males (68.1%) and urban respondents (84.2%). Regionally, Addis Ababa (92.5%), Tigray (72.7%) and Gambella (72.1%) record the highest percentages of formal education attendance, while Afar (15.2%), Somali (23.9%) and Benishangul (26.9%) were low.


Chart 3: Education profile and literacy levels of respondents

15.25%

38.76%

33.48%

10.46%

2.05%

1 - 4 Grade

5 - 8 Grade

9 - 12 Grade

Diploma/Certificate

First Degree and above

58.8%

41.2%

55.4%

44.6%

Yes No

Attended formal education Able to read and write

Over one third of respondents are farmers and a very small proportion of respondents are employed in the government, non government or private businesses. A significantly high proportion of respondents are engaged in the informal employment sector, which is presented as ‘other.’ Just over one third of respondents have monthly earnings of below 500 Birr, a further 29% between 500-2,000 Birr and a significant number do not have regular income.

Table 2: Monthly income of respondents

Income groups in ETB per month %Below 200 Birr 13.5%201 - 500 Birr 23.6%

501 – 1,000 Birr 18.6%1001 – 2,000 Birr 9.9%2001 – 5,000 Birr 1.7%5001 – 10,000 Birr 0.3%Above 10,000 Birr 0.0%Do not have Income 32.3%Total 100%


Chart 4: Occupation of respondents

5.7%

1.1%

2.5%

4.6%

2.3%

4.6%

1.5%

14.4%

28.3%

35.2%

Government employee

NGO employee

Private business sector

Own business

Odd Jobs

Unemployed/ dependent

Pensioner/retired

Student

Other

Farmer


General media consumption

Information sources

Whilst the public receives information from a variety of sources a majority of 80.1% of respondents in the survey cite radio as their primary source for receiving news and information, followed by television and word of mouth from friends and family and community meetings. Print and the Internet are the least common sources of information from mass media.

Nationwide radio is the single source of information most frequently mentioned as a source of information.

Chart 5: Sources of information

2.1%2.3%2.6%2.7%3.8%4.0%

13.3%16.3%16.9%

35.9%49.5%

61.6%80.1%

OtherNone

InternetPolice

SatelliteTVBillboard

NewspaperMobile

Church/MosqueCommunity meeting

WOMTV

Radio

In rural areas particularly radio is widely consumed and 78.7% of rural respondents answered radio was a key source of information in these areas. Television is the most frequently mentioned source of information in urban areas with 87% of the sample in cities responding that television was a source of information. Non mass media sources of information remain very popular among both rural and urban communities with respondents suggesting it remained a source of information in 52% of responses from rural areas and 36% in urban areas from family and friends.


Community meetings were also significant sources of information with urban respondents replying that meetings were a source of information in 19.7% of cases and in rural communities this rises to 39%. Although far smaller in respect to the number of mentions newspapers, mobile telephone and religious gatherings were also highlighted as sources of news and information. The use of newspapers and magazines as sources of information is nearly four times higher among urban (34%) respondents than their rural (9.3%) counterparts.

Between the three most significant means of communications there are considerable differences between regions in terms of the degree which they individually act as a source of information and news. In Addis Ababa and Tigray television is the most frequently mentioned means in which the public receive news and information. A slightly higher proportion of respondents from Addis Ababa (95.7%) and Tigray (69.8%) cite television as opposed to radio as a source of information. In contrast, respondents in other regions highlighted radio as the most frequently referred to medium as a source of information and news. This was the case for responses in Amhara, Benishangul Gumuz, Dire Dawa, Gambella, Harari, Oromia and SNNPR with a high in SNNPR of 89.8% to a low of 29.6% in Gambella.

Chart 6: Information sources by region

68%

77%

85%

78%

52%

68%

90%

30%

51%

94%

65%

70%

40%

67%

61%

17%

30%

65%

23%

46%

96%

61%

36%

90%

52%

46%

96%

25%

45%

4%

24%

35%

55%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul Gumuz

SNNPR

Gambella

Harari

Addis Ababa

Dire Dawa

Word of mouth TV Radio

At the other end of the scale are the low mass media users in Afar and Somali regions where traditional oral communication is cited as the single most important Afar (90.4%) and Somali (96.4%). In both of these cases where television or oral communications are the most cited mediums radio is selected as the second most important means of receiving information and news. The majority of the sample use a very limited number of sources and in relation to media sources these were almost universally either television or radio.

On average, most of the sample uses two media sources of information: predominantly radio and television. Almost three out of ten respondents rely on a single media source of information. A total of 14% of respondents reported that they did not rely on the mass media at all to receive information, out of which 2.3% said they do not seek any kind of information from any sources.


Chart 7: Number of media sources used by respondents

2.3

15.4

28.7

25.3

14.9

7.1

3.51.5 0.7 0.4 0.2

0 1 2 3 4 5 6 7 8 9 1 0

Chart 8: Zero information source users by region

10.0%

22.9%

12.9%

14.2%

45.1%

30.7%

6.6%

58.1%

39.9%

0.4%

19.6%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul Gumuz

SNNPR

Gambella

Harari

Addis Ababa

Dire Dawa

Media usage in the developing regional states of Gambella, Somali, Benishangul and Afar was very low. More than half of respondents from Gambella (58.1%) were none mass media users and there remain a significant number of the population that do not use mass media for information purposes in the majority of regional states. A significant number of respondents from Somali (45.1%) and Harari (39.9%) also fall under this group of ‘non information seekers.’

Reliability of information sources

The public’s selection of the most important and reliable sources of information follows patterns in their consumption of media sources.


Chart 9: Most reliable and important sources of information

53.1%

20.5%

11.2%

4.8%7.8%

51.2%

21.5%

9.7%5.1%

8.2%

Radio TV WOM Community meetings

Not stated

Most important Most reliable

The information sources people mainly use were also considered the most important and reliable sources across all groups. Overall, radio, television and word of mouth were mentioned as the most important and reliable sources of information in that order. Closely following trends television is cited in Addis Ababa and Tigray, radio in many of the regions and word of mouth is considered the most important and reliable source of information in Afar.

Frequency of using information sources

Chart 10: Frequency of using information sources

6%

24%

17%

2%

23%

4%

31%

36%

12%

54%

72%

59%

6%

10%

34%

24%

12%

41%

46%

37%

57%

24%

14%

27%

1%

17%

13%

38%

29%

23%

1%

6%

12%

5%

1%

2%

Internet

Others

Billboards/ posters

Community meetings

Police

Newspaper and magazines …magazines

Satellite dish

TV

Church /Mosque

Word of mouth

Mobile phones

Radio

Very often (daily) Often (at least once a week) Occassionally (at least once a month)

Radio and word of mouth communication are used with regular frequency and in a high number of instances, very often, by users. A total of 59% of radio users listened daily and a further 20% two to three times per week.


Chart 11: Response to the question when did you use the following information sources?

6%

25%

5%

11%

13%

6%

16%

56%

74%

40%

43%

60%

6%

19%

15%

12%

34%

37%

46%

22%

12%

35%

34%

26%

3%

3%

33%

30%

15%

30%

16%

8%

2%

13%

12%

6%

Internet

Others

Community meetings

Police

Billboards/ posters

Newspaper and magazines

Church /Mosque

Word of mouth

Mobile phones

TV

Satellite dish

Radio

Yesterday Last week Last month

For television viewers this reduced to 35.7% for daily viewing and 20.6% for viewing every two or three days. Far more television viewers tended to watch once a week and a considerable number irregularly. Despite many respondents reporting using television as a main source for information, it is less likely to be used very often.

Access to mass media

Chart 12: Population with access to television

Yes39.2%

No

60.8%


Chart 13: Population with access to radio

Yes 71.2%

No28.8%

More than two thirds, or 71% of respondents, own or have easy access to a working radio set. Access to television is more limited. Even if most respondents, 60.8%, do not have easy access to television, 29.9%, still manage to use television as a main source of information. Access to terrestrial television is lowest in the developing regional states of Benishangul, Somali, Afar and Gambella. The urban areas of Addis Ababa, Tigray as well as Dire Dawa and Harari have higher levels of television access.

Nationwide access to satellite television (5.6%) and satellite radio (3%) remains limited. This is despite fairly broad access in Addis Ababa where 26.1% of respondents have access to satellite television. In Harari 17.2% and Dire Dawa 27.4% of respondents had access to satellite television. Whilst eight out of 10 people have access to both radio and television in urban centres, this ratio drops in rural areas: three out of 10 for television and seven out of 10 for radio. There is no significant difference between men and women in access to television. However, females (65.3%) were less likely to have access to a radio than males (77.2%).

Chart 14: Access to radio and television by region

66.3%

15.2%

32.7%37.6%

11.9% 10.5%

44.7%

16.3%

45.7%

87.9%

56.3%

67.1%

57.6%

70.0% 69.5%

43.5%

61.6%

84.6%

15.7%

53.8%

90.0%

67.2%

Tigray Afar Amhara Oromia Somali Benishangul Gumuz

SNNPR Gambella Harari Addis Ababa Dire Dawa

Access to TV Access to radio


As the chart 14 demonstrates there are marked variations in access to both television and radio across the regions. The low access areas for television include Afar, Somali, Gambella and Benishangul Gumuz with less than 20% of the sample responding that they had access to a television. This increased significantly for radio in Afar and Somali though they remain below national averages, and access to radio in Gambella is very limited. Penetration of television and radio is high in Addis Ababa and radio penetration is above 60% in Tigray, Amhara, Oromia, Benishangul, SNNPR and Dire Dawa.

Access to newspapers is far more limited. With the exception of Addis Ababa newspapers are not used as a source for information and news by a significant part of the population. Although nearly 50% of respondents from Addis Ababa read a newspaper for information and news, in all other regions this is below 20% of the population reducing down to below 1% in some of the regions.

Chart 15: Newspaper access by region

73%

14%

59%54%

11%20%

61%

76%

43%

93%

56%

18%

3%

14%9%

3% 1%

18%

0%

12%

49%

20%

0%10%20%

30%40%50%

60%70%

80%90%

100%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul G

umuz

SNNPR

Gam

bella

Harari

Add

is Ababa

Dire Daw

a

Able to read and write Use newspaper as a source of information

Barriers to listening to radio and watching television

For a large proportion of respondents, the purchase price of a television set was the major obstacle to them watching television especially in rural areas (49.5%). Limited electricity was the second main reason, which was mentioned as a barrier particularly in Afar (79.6%) and Somali (68.3%).

Table 3: Barriers to listening/watching radio /television

Reasons selected Radio TelevisionNo good programmes 1.7% 2.1%

I have no problem 4.5% 2.9%

The reception is bad 9.1% 4.2%No electricity/batteries are expensive 14.5% 25.8%Too expensive to buy a radio/TV 15.2% 43.7%No time to listen 18.7% 14.3%I prefer another medium 37.7% 18.8%


Despite high access and usage of radio, 95.5% of respondents reported at least one obstacle to listening to it. Among the reasons cited, a large proportion of respondents answered a preference for other media such as television, the Internet or newspapers limits their use of radio. Limited or no electricity and the purchase price of a radio were also among the main challenges highlighted.

Places people listen to the radio and watch television

Chart 16: Locations people listen to radio

84.1

11.5

0.4

0.4

1.3

0.9

0.2

0.7

0.5

At home

At a friend or neighbour’s house

At school

While driving, travelling in taxi or bus

In café, bar or restaurant

At work place

Other

Not stated

In a public place, like a market or public square

The majority of respondents listen to radio at home (84.1%) or at friends or a neighbour’s house (11.5%). There is very little shared public consumption. In contrast, more than half of respondents watch television in places other than their home and almost a quarter watch either at a friends or neighbour’s house, in a café, bar or restaurant. Only 42.6% watch television at home.

Chart 17: Locations people watch television

42.6%

26.3%

1.1%

0.4%

23.0%

0.5%

2.9%

3.3%

At home

At a friend or neighbour’s house

At school

While driving, travelling in taxi or bus

In café, bar or restaurant

At work place

In a public place, like a market or public square

Other

There is also a significant difference among the regions. Around 90% of respondents that watch television in Dire Dawa, Harari and Addis Ababa watch at home, while 66.6% of Afar viewers watch in a café, bar or restaurant. In Benishangul one quarter of respondents watch television in public places such as markets and public squares.


Who decides what to listen to on the radio or watch on television?

Chart 18: Who decides what to listen to on radio?

60.5%

36.4%

0.2%

1.2%

0.3%

1.6%

I do

Family members

Friend

Joint decision

Other

Not stated

Chart 19: Who decides what to watch on television?

43.7%

53.2%

0.8%

1.5%

0.9%

I do

Family members

Friend

Joint decision

Other

People reported more individual control over what they listened to on radio than watched on television. While 60.5% report having the freedom to decide on what to listen to on the radio, only 43.7% reported having the freedom to decide what to watch on television. Women have more limited control on programme choice both on the radio and television than males. 53.2% of women reported having the freedom to decide on what to listen to on the radio as opposed to 66.5% of male respondents. Communal viewing and listening is common among rural audiences. On average, three people listen together when the respondents were listening to the radio outside of their home. Similarly the modal average number of people watching television together outside their home was 10. In urban areas, there were relatively fewer people watching together as compared to rural areas.


Radio consumptionRadio consumption patterns

Radio is used by the majority of the public and has a greater audience reach than any other medium. Six out of 10 users listen on a daily basis. The most frequent users are in Addis Ababa and Tigray region with over 70% of respondents in the regions listening daily. Listeners in Gambela were the most irregular and only 8% listen on a daily basis to radio. In each region, despite variable listener numbers in absolute terms, the majority of listeners across regions listened to radio on a daily basis.

Chart 20: Regional breakdown of radio listening

70.2%

68.2%

46.3%

64.0%

49.3%

60.4%

61.6%

8.2%

49.7%

72.5%

30.2%

59.0%

13.2%

17.0%

27.3%

18.3%

29.7%

18.8%

19.2%

4.4%

34.2%

13.7%

10.8%

20.7%

4.7%

6.8%

8.3%

6.4%

14.7%

1.5%

4.4%

0.7%

5.6%

5.7%

3.6%

6.6%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul Gumuz

SNNPR

Gambella

Harari

Addis Ababa

Dire Dawa

Total

Every day 2‐3 times a week Once a week


Chart 21: Peak time listening times

36%

27%23%

55%

5%

22%

34% 38%

46%51%

5%

26%

0%

10%

20%

30%

40%

50%

60%

6:00am–10:00am

10:00am –2:00pm

2:00pm–6:00pm

6:00pm–10:00pm

10:00pm –midnight

Midnight –6:00 am

Times vary

Weekdays Weekends

During weekdays there is a peak in listeners between 6pm-10pm that is consistent for urban and rural communities with above 50% of respondents listening during this time window. In the morning between 6:00am-10:00am there is also a rise in listenership figures. This is followed by a decline throughout the day and then a rise at 6:00pm to peak time listening. At the weekends a similar pattern of listening is highlighted, but there is a greater tendency for audiences to listen throughout the day rather than within time slots and therefore peak time listening is less pronounced.

Chart 22: Listening trends throughout the day (Monday-Friday) by region

0%

10%

20%

30%

40%

50%

60%

70%

80%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul G

umuz

SNNPR

Gam

bella

Harari

Addis A

baba

Dire Daw

a6:00 am – 10:00 am 10:00 am – 2:00 pm

Weekdays ‐2:00 pm – 6:00 pm Weekdays ‐6:00 pm – 10:00 pm

Times vary during the week

The nationwide pattern is followed in the majority of regions with peak time viewing between 6:00pm-10:00pm.There are however, some important trends that are regionally specific.


In Benishangul the peak time is 6:00am-10:00am and in SNNPR and Afar the 10:00am-2:00pm slot is more popular with the audience than national trends. In Tigray the audience were more likely to have varying listening times and in Addis Ababa listening was more constant throughout the day.

Chart 23: Listening trends throughout the day (Sat-Sunday) by region

0%10%20%30%40%50%60%70%80%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul

Gum

uz

SNNPR

Gam

bella

Harari

Addis A

baba

Dire Daw

a

6:00 am – 10:00 am 10:00 am – 2:00 pm 2:00 pm – 6:00 pm

6:00 pm – 10:00 pm Times vary

Weekend listening demonstrates much continuity but also some differences with weekday audiences. Audiences in Gambella for example tended to have much more flexible listening habits than in the week. Peak time viewing is also less stressed as the audience listen across the day.

Programme preferencesChart 24: Programme genre listened to on radio in the last three months

52.6%

5.9%

6.6%

5.7%

6.1%

3.4%

1.4%

1.5%

1.1%

41.6%

14.3%

10.0%

5.3%

1.9%

1.2%

2.5%

2.1%

1.0%

News and current events

Music

Drama

Entertainment

Sport

Development related

Health

Discussion and debate

Phone in

Female Male


When people were asked the type of programmes they have listened to in the last three months nearly half of respondents (47.6%) answered news and current events. The proportion was the highest in Gambella (73.4%) and Benshangul (72.6%) and the least in Addis Ababa (19.7%).

Serious issues such as news and current affairs as well as development issues were more of a preference for older sections of the audience (46-59+ years). Younger age groups preferred entertainment programming, such as music, drama and sports. Similarly, rural communities (50.3%) were more likely to mention news and current affairs than urban populations (35%).

Among the specific programmes people listened to on radio the most frequently mentioned is ‘Ehud Meznagna’ on Radio Ethiopia. The programme has the largest audience in Somali, Benishangul and Tigray. The second most listened to radio programme is ‘Ethiopika link’ on Radio Fana. Other specific programmes people listened to in the last three months, included ‘Erso Bihonu Min Yadergalu,’ Tininish Tsehayoch’ and ‘Tadias Addis’ and ‘Yazebot Terek’ on Sheger FM, ‘ Police Ena Hibreteseb’ and ‘Tenachin’ on Radio Ethiopia and ‘Yibekal’ on FM Addis 97.1.

Radio station reach

Chart 25: Top 10 most popular radio programmes that respondents mentioned by title

3.7%

1.5%

0.8%

0.4%

0.5%

0.2%

0.2%

0.1%

0.3%

0.1%

6.2%

0.7%

1.4%

0.4%

0.1%

0.4%

0.1%

0.4%

0.0%

0.1%

Meznagna

Ethiopica Link

Question and Answer

Erso Bihonu Min Yadergalu

Woktawi Programme

Police ena Hibreteseb

Tenachin

Tininish Tsehayoch

Egir kwas Beradio Temelketu

Tadias Addis

Female Male

On a nationwide level there is very limited competition between radio stations. Radio Ethiopia and Fana Radio are the only radio stations to have near national reach and there are a limited number of private radio stations: three in Addis Ababa and one in Tigray. Recently introduced stations in the regions are managed by local mass media agencies and since 2008 a number of community radio stations have been licensed. There are also some international radio services of the BBC, Deutsche Welle and Voice of America. Despite this the number of broadcasters operating nationally is small and competition limited.


Chart 26: Most listened to radio stations in past 3 months

67%

22%14% 12% 9% 9% 8% 7%

3% 3% 3% 3% 2%0%

10%

20%

30%

40%

50%

60%

70%

80%

Radi

o Et

hiop

ia

Fana

FM

Oro

mia

Radi

o Fan

a

Sout

h FM

FM97

Am

hara

Sheg

er

Mek

ele

FM

DW

ET

VOA

Deu

tsch

e W

elle

FM96

In this context Radio Ethiopia’s position is unchallenged in most of the country and 67% of respondents replied that they had listened to this station in the past three months. The highest proportion of listeners in a region to refer to Radio Ethiopia were in Afar (97.7%), Harari (88.3%) and SNNPR (81.1%).

Chart 27: Most listened to radio stations in past 3 months in Addis Ababa

2.7% 0.8% 0.8%

55.1%

17.2%

45.7%

21.9%

11.7%

45.7%

1.2%

8.2%

0%

10%

20%

30%

40%

50%

60%

Afr

o FM

105

Deu

tsch

e W

elle

EMM

A

Fan

a FM

FM 9

6

FM 9

7

Rad

io E

thio

pia

Rad

io F

ana

Sheg

er

VO

A

Zam

i

A very different trend is evident where there is limited competition between broadcasters in Addis Ababa. Respondents in this case tended to listen more to Fana FM, Radio FM (the Radio Ethiopia station targeting the Addis Ababa audience) and the commercial broadcasters Sheger and Zami FM. Where the audience has more choice a large section of it migrates from Radio Ethiopia to other radio stations.


In respect to preferences for individual radio stations the audience also highlighted Radio Ethiopia as their favourite radio station. It was followed by Fana FM and Radio Fana and then the regional mass media agency owned radio stations in Amhara, Oromia and SNNP. Many of the community radio stations have yet to come on air, but where they have, as is the case with Jimma, they have built an important local audience. In Addis Ababa as is the case with listening patterns the popularity of Radio Ethiopia decreases and Fana Radio and Sheger are selected as the favourite radio stations far more frequently.

Chart 28: Respondents’ favourite radio stations nationwide

70%21%21%

19%13%11%

9%7%7%7%

4%3%3%3%2%2%2%2%1%1%1%1%0%0%0%0%0%0%0%0%0%0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Radio EthiopiaFana FM 98.1Radio Fana

Oromia RadioAmhara Regional Radio

South FMAddis FM 97.1

Deutsche WelleSheger FM 102.1

Voice of America (VOA)Jimma Community Radio

Dimtsi WoyaneMekele FM 104.4

BBC WorldBahir Dar FM 96.9

Dire Dawa FM 106.1Addis FM 96.3

Dimtsi Woyane FMHarar FM 101.4

EMMAZami Radio FM90.7

Yirgalem Community RadioAfro FM 105.3Finfine FM92.3

Dire Dawa Community RadioKore Community Radio

Argoba Nation Community RadioSudie Community Radio

Waghimra Community RadioKenbata Community Radio

Keffa Community RadioKombolcha Community Radio


Chart 29: Respondents’ favourite domestic radio stations in Addis Ababa

27.6%

56.7%

13.8%

50.8%56.7%

22.0%

14.2%

4.7%

0%

10%

20%

30%

40%

50%

60%

Radio Ethiopia

Fana FM 98.1

Radio Fana

Addis FM 97.1

Sheger FM 102.1

Addis FM 96.3

Zami Radio

Afro FM

Overall, six out of ten radio listeners reported that they listened to at least one station ‘yesterday.’ Mekelle FM 104.4 was the most frequently listened to station with 82.1 % of its audience tuning to it very often (yesterday). Besides being the second and third most frequently listened to stations, Sheger FM 102.1 and Fana FM 98.1 maintain larger proportions of weekly audiences than any other stations. Similarly Dire Dawa FM, Harar FM and Dire Dawa community radio stations recorded significant weekly audiences.

Chart 30: Response to which radio station did you listen to yesterday?

62%6%

2%13%14%

1%4%

10%24%

8%0%1%1%0%2%

10%4%

2%1%2%5%5%

0% 10% 20% 30% 40% 50% 60% 70%

Radio EthiopiaAmhara Regional Radio

Dimtsi WoyaneOromia Radio

Radio FanaZami Radio

Addis FM 96.3Addis FM 97.1

Fana FMSheger FM

Afro FMBahir Dar FM

Harar FMFinfine

Dire Dawa FMSouth FM

Mekele FMDimtsi Woyane

EMMABBC World News

Voice of America (VOA)Deutsche Welle


Table 4: List of radio stations (listened to and favourite) by region

Region Radio stations people have ever listened to

Favourite radio stations

Addis Ababa Addis FM 97.1 (77%)Fana FM 98.1 (73.2%)Sheger FM (72.8%)Radio Ethiopia (66.7%)

Fana FM 98.1 (56.7%)Sheger FM (56.7%) Addis FM 97.1 (50.8%)Radio Ethiopia (27.6%)

Afar Radio Ethiopia (99.6%)Radio Fana (64.8%)VOA (30.3%)

Radio Ethiopia (92.4%)Radio Fana (51.7%)VOA (12.9%)

Amhara Radio Ethiopia (91.5%)Amhara Regional Radio (54.6%)Fana FM 98.1(34%)Deutsche Welle (31.2%)

Radio Ethiopia (82.4%)Amhara Regional Radio (43%)Fana FM 98.1(29.7%)Radio Fana (18.3%)

Benishangul Gumuz Radio Ethiopia (97.4%)Amhara Regional Radio (82.5%)Radio Fana (67.4%)Oromia Radio (38.9%)

Radio Ethiopia (56.9%)Amhara Regional Radio (46%)Radio Fana (30.2 %)Oromia Radio (11.5%)

Dire Dawa Radio Ethiopia (95.6%)Dire Dawa FM 106.1 (64.8%) Radio Fana (41.6%)Fana FM 98.1 (35.4%)

Radio Ethiopia (77.6%)Dire Dawa FM 106.1 (38.8%)Radio Fana (19.8%)Fana FM 98.1 (36.4%)

Gambella Radio Ethiopia (87%)Radio Fana (59.1%)VOA (48.7%)Deutsche Welle (40.1%)

Radio Ethiopia (78.2%)VOA (35.6%)Radio Fana (30.7 %)Deutsche Welle (27.7%)

Harari Radio Ethiopia (89.8%)Harar FM 101.4 (74.5%) Radio Fana (51.7%)VOA (48%)

Radio Ethiopia (82.1%)Harar FM 101.4 (46.7%)Radio Fana (30.6%)Deutsche Welle (25.1%)

Oromia Radio Ethiopia (86.5%)Oromia Radio (65.5%)Radio Fana (52.7%)Fana FM 98.1 (33.4%)

Radio Ethiopia (58.8%)Oromia Radio (48.5%)Radio Fana (27.1%)Fana FM 98.1 (24.5%)

SNNPR Radio Ethiopia (93.5%)South FM 100.9 (62.7%)Radio Fana (33.1%)Deutsche Welle (26.2%)

Radio Ethiopia (86.1%)South FM 100.9 (47.6%)Radio Fana (11.8%)

Somali Radio Ethiopia (69.9%)BBC World Service (66.4%)Dire Dawa F.M 106.1 (50.4%)Harar FM (32.9%)

BBC World Service (58.1%)Radio Ethiopia (53.7%)Dire Dawa F.M 106.1 (46.4%)Radio Fana (23.7%)

Tigray Mekele FM 104.4 (68.6%)Dimtsi Woyane (88.1%)Radio Ethiopia (84.3%)Dimtsi Woyane FM (55.9%)

Mekele FM 104.4 (61.7%)Dimtsi Woyane (53.5%)Radio Ethiopia (52.8%)Dimtsi Woyane (34.5%)


Television consumptionTelevision consumption

Television is the second most popular source of information although nationwide it has significantly less penetration and reach than radio has. A total of 60.8% of respondents reported that they do not have easy access to television, but at the same time, almost half of them, 29.9%, still use television as a main source of information. Only a little over one third of respondents or 35.7% watch television on a daily basis, a further 20.6% watch 2-3 times per week, 16.4% once a week and the remaining section of the audience less frequently and irregularly. Urban areas have the highest percentage of viewers with almost double the number of respondents in urban areas watching television daily than those living in rural communities.

Chart 31: Regional breakdown of television viewing

65.4%

5.5%

29.6%

36.3%

51.3%

72.2%

23.0%

4.7%

69.0%

71.3%

27.7%

35.7%

15.8%

15.2%

29.6%

19.0%

11.1%

0.4%

16.9%

7.6%

11.0%

18.3%

4.4%

20.6%

8.6%

50.8%

16.7%

19.3%

11.9%

15.6%

5.7%

6.2%

5.6%

1.6%

16.4%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul Gumuz

SNNPR

Gambella

Harari

Addis Ababa

Dire Dawa

Total

Every day 2‐3 times a week Once a week


The highest proportion of daily viewers relative to actual viewers in an individual regional state are in Benishangul. In this case, despite the very low television penetration in the region, those that do watch television do so on a daily basis. Other regions to record high daily television consumption include Addis Ababa (71.3%), Harari (69%) and Tigray (65.4%). The least frequent users are in Gambella with 18% watching television once a week and only 4.7% daily viewers. Similarly, daily viewing in Afar is the least with 5.5%, though overall viewing rises based on once weekly viewing.

Chart 32: Peak viewing times

10%

22% 23%

45%

3%0%

33%

13%

35%

63%

39%

4%1%

25%

0%

10%

20%

30%

40%

50%

60%

70%

6:00am–10:00am

10:00am–2:00pm

2:00pm–6:00pm

6:00pm–10:00pm

10:00pm–midnight

Midnight–6:00am

Times vary

Weekdays Weekends

Chart 33: Viewing trends throughout the day by region (Monday- Friday)

0%10%20%30%40%50%60%70%80%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul G

umuz

SNNPR

Gam

bella

Harari

Addis A

baba

Dire Daw

a

Times vary during the day 6:00am– 10:00am10:00am– 2:00pm 2:00pm– 6:00pm6:00pm– 10:00pm 10:00pm– midnight


Chart 34: Viewing times throughout the day by region (Sat- Sunday)

0%

10%

20%

30%

40%

50%

60%

70%

80%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul G

umuz

SNNPR

Gam

bella

Harari

Addis A

baba

Dire Daw

a

6:00am– 10:00am 10:00am– 2:00pm 2:00pm– 6:00pm 6:00pm– 10:00pm Times vary

During the week the most popular time for watching television is between 6.00pm- 10.00pm when 44.8% of television viewers in the sample reported watching. Television viewing in non peak times is fairly consistent throughout the day with 22% maintained throughout daytime viewing with an initial spike in the morning followed by 8 hours of consistent consumption. At weekends patterns change considerably and the peak is between 2:00pm-6:00pm with viewing during the time slots either side of this time dropping off considerably. The majority of regions followed this pattern of peak viewing between 6.00pm- 10.00pm. However, in Afar more than half of respondents watch television in the afternoon (2.00pm-6.00pm) during weekdays. During weekends more than a third of respondents watch television from 10.00am in the morning. Peak time was in the afternoon between 2.00pm and 6.00pm (62.9%).

Programme preferences

News and current affairs are the most cited programme genres among the respondents. Drama and entertainment programmes on ETV are the most popular in the sample. Ehud Meznagna, Gemena drama and Ethiopian Idol were the most commonly mentioned programmes. Likewise sports and movies also attracted significant proportions of the youth audience.


Chart 35: Top most viewed programme genres

48.3%

19.1%

20.7%

12.6%

20.0%

3.1%

5.6%

3.8%

3.0%

1.2%

37.3%

26.1%

18.5%

18.7%

7.2%

6.5%

0.8%

3.0%

3.8%

2.4%

News and current affairs

Drama

Entertainment

Films, movies and music

Sport

Health

Development

Question and answers

Police

Youth

Female Male

Chart 36: Top five most popular television programmes that respondents mentioned by title

14.8%

6.8%

4.4%

1.3%

1.8%

18.7%

6.6%

4.8%

1.9%

0.7%

Ehud Meznaga

Gemena Drama

Ethiopian Idol

Arhibu

Parlama

Female Male

Television channel reach

Respondents’ favourite television channel is largely determined by availability and access. As a result a large majority of respondents’ preference is ETV. Other domestic broadcasters that are highlighted by the sample are Oromia Television, Addis Ababa Television and Dire Dawa all managed by mass media agencies as well as the international channel, super sports, followed by various international news channels.


Chart 37: Television channels watched in the past 7 days

11.5%26.6%

38.7% 44.2% 46.6% 48.9% 51.8% 52.5%65.3% 66.4%

73.3% 78.5%

Esat

CNN

Press T

V

BBC World New

s

Dire Television

Aljazeera

Euro New

s

Sky New

s

Oromia Television

(OTV

)

Supe

r Spo

rts

Addis T

elevision

(ETV

2)

Ethiop

ia Television

Chart 38: Respondents’ favourite television channel

86.9%68.8%68.1%

51.8%51.7%

39.2%36.8%36.1%

17.4%14.5%

10.5%2.4%1.7%

0% 20% 40% 60% 80% 100%

Ethiopia TelevisionOromia Television (OTV)

OtherAddis Television (ETV 2)

Super SportsDire Television

AljazeeraBBC World News

EsatCNN

Euro NewsPress TVSky News

A large number of respondents identified ETV as their favourite television channel followed by Oromia Television. All domestic television channels were more popular than international channels suggesting a strong preference for domestic programming and increased awareness of these channels. The ‘Other’ category included a broad range of transnational and channels of neighbouring countries including: Djibouti TV, MBC, MTV, RETMO, EBS, KBC and Persian TV.

The two main reasons people gave for choosing their favourite channel, which particularly applies, to ETV, was to follow news and entertainment programmes. Equally, most repondents watch ETV because they claimed to have limited alternatives or option.


Table 5: List of television channels (viewed and favourite) by region

Region Television channel people have ever watched

Favourite television channels

Addis Ababa ETV (96.8%)ETV 2 (83.4%)Super Sports (55.3%)Aljazeera (52.1%)

ETV (91.9%)Oromia TV (47.8%)BBC World News (44.6%)

Afar ETV (52.7%)Euronews (45.5%) Press TV (33.3%)Sky News (25%)ESAT (25%

ETV (93.5%)BBC World News (57.1%)Super sports (100%)

Amhara ETV (84.6%)Super Sports (64.5% Press TV (60.1%)

ETV (81.7%)Super sports (81.4%)ESAT (57.3%)

Benishangul Gumuz Aljazeera (59.6%)ETV (53.5%)ETV 2 (44.7%)Dire TV (41.3%)

Aljazeera (87.8%)ETV (68%)Oromia TV (41.1%)

Dire Dawa ETV (79.8%)Dire TV (70.6%)Super Sports (68.8%) Euro News (68.2%)

ETV (73.2%)Dire TV (50.8%)Oromia TV (48.4%)

Gambella BBC World News (54.5%)CNN (40%)Aljazeera (32.4%)ETV (21.5%)

ETV (78%)Super Sports (25%)Oromia TV (20.5%)

Harari ETV (73.8%)Press TV (68%)Euro News (66.7%)Aljazeera (63.7%)

ETV (86.9%)Sky News (44.4%)Aljazeera (40.6%)

Oromia ETV (72.3%)OTV (64.6%) Super Sports (56.7%) Dire TV (42.9%)

ETV (84.4%)Oromia TV (76%)ETV 2(52.6%)

SNNPR Super Sports (75.1%)ETV (67.8%)ESAT (55.6%)BBC World News (46.3%)

ETV (94.9%)Oromia TV (42.7%)BBC World News (41.2%)

Somali Aljazeera (50.5%)Super Sports (50%)Sky News (47.4%)BBC World News (46.3%)

ETV (75.2%) BBC World News (84.4%)Aljazeera (57.9%)

Tigray ETV (77.7 %)Super Sports (72.7%)Press TV (57.1%)ETV 2 (56.8%)

ETV (94.7%)Super Sports (45.7%)Oromia TV (38.2%)


NewspapersNewspaper readership across the country is very low with only 13.3% of the survey reading newspapers and nearly half of them (45.1%) claiming to read on a regular basis (at least once a week). Readership is mainly limited to large cities because of access issues and limited distribution.

Chart 39: Newspaper readership

72.7%

13.9%

58.9%53.6%

11.4%20.3%

61.3%

75.8%

43.4%

92.5%

56.4%

0%10%20%30%40%50%60%70%80%90%

100%

Tigray

Afar

Amhara

Oromia

Somali

Benishangul G

umuz

SNNPR

Gam

bella

Harari

Addis A

baba

Dire Daw

a

Able to read and write Use newspaper as a source of information

Awareness of different newspaper titles among readers is linked with respondents’ answer to the question ‘what is your favourite newspaper title.’ The daily Addis Zemen and weekly Addis Admas are well known throughout the country and awareness of the newspapers is high and this is related to readers’ preferences.


Chart 40: Awareness of newspaper titles

79%

47%

33% 32% 32% 29% 29% 25%22% 20% 18%

14% 12% 11% 11% 11% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Addi

s Zem

en

Addi

s Adm

as

Repo

rter

Ethi

o Sp

ort

Oth

er

Med

ical

Addi

s Les

an

Inte

r Spo

rt

Wor

ld S

port

Leag

ue S

port

Ethi

o Ch

anna

l

Baris

sa

Econ

omy

Awra

mba

Fort

une

The

Gun

ners

Hatr

ic

Whilst 56.9% of respondents spontaneously mentioned Addis Zemen, less than a quarter (23.4%) mentioned Addis Admas. However, total awareness towards Addis Zemen increased to 78.9% and Addis Admas to 47.3% when respondents were prompted. In the regions, Addis Zemen was especially well known in Benshangul and Gambella. Also, Addis Admas was well known in Gambella and Somali regions. Generally newspaper readership was higher among men, however, the Amharic version of the Reporter was more popular with female readers (almost 50% of the titles readers are female). The most commonly mentioned reason for reading a newspaper is to seek information on political and current affairs.

Chart 41: Newspapers read by respondents

61%

31%

24% 24%20%

18%14% 13%

8% 8% 7% 6% 5% 5% 4% 3%

0%

10%

20%

30%

40%

50%

60%

70%

Addis Z

emen

Addis A

dmas

Ethio Sport

Repo

rter

Med

ical

Inter S

port

League

Spo

rt

Addis L

esan

Ethio Ch

anne

l

The Gu

nners

Hatric

Barissa

Awramba

The Ethiop

ian He

arald

Fortun

e

Econ

omy

Only four in 10 readers, buy the newspapers they read, the rest mainly read them either in a library, at work or other places. Because most organisations, particularly government offices, subscribe to


newspaper titles such as Addis Zemen, Barissa and Abiyotawi Democracy, their ease of access shapes reader choice.

Chart 42: Favourite newspaper titles

40%

18%15%

12% 11% 11%7%

5% 5% 4% 4% 2% 2% 1%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Add

is Zem

en

Add

is Adm

as

Ethio Spo

rt

Inter Sp

ort

Med

ical

Repo

rter

World

Spo

rt

Add

is Lesan

Leag

ue Spo

rt

Barissa

The Gun

ners

Awramba

Hatric

Fortun

e

Chart 43: How often do you buy a newspaper?

1.9%

14.1%

41.5%

33.9%

6.3%2.2%

0%

5%10%

15%

20%

25%

30%

35%

40%

45%

Daily 2‐6 times a week

Once a week

Less than once a week

Not at all Don't know

Chart 44: Where do you acquire your newspaper?

42%

28%

8%

4%

0%

18%I buy it

Library

Work

Cafe

Friends

Other


Table 6: List of newspapers (read and favourite) by region

Region Newspaper title people have ever read

Favourite newspaper title

Addis Ababa Addis Admas (60.9%)Addis Zemen (55.9%)Reporter (50.3%)

Addis Zemen (34.6%)Addis Admas (34.6%)Reporter (29.6%)

Afar Addis Zemen (67.1%)Ethio Sport (57.7%)Medical (37.6%)Inter Sport (37.6%)

Ethio Sports (53%)Addis Zemen (29.5%)The Gunners (29.5%)

Amhara Addis Zemen (68%)Addis Admas (29.3%)Ethio Sport (25.8%)

Addis Zemen (45.5%)Ethio Sport (20.2%)Addis Admas (19%)

Benishangul Gumuz Addis Zemen (75.8%)Medical (57.7%)Addis Admas (42.3%)

Addis Zemen (63.8%)Medical (57.7%)Addis Admas (42.3%)

Dire Dawa Addis Zemen (45.5%)Addis Admas (45.5%)Medical (26.5%)

Addis Zemen (34.7%)Addis Admas (34.7%)Inter Sport (15.9%)Reporter (15.9%)

Gambella Ethio Sport (52.8%)Addis Zemen (38.9%)Addis Admas (29.1%)

Ethio Sport (51.2%)Addis Admas (20.9%)Addis Zemen (13.9%)The Reporter (13.9%)

Harari Addis Zemen (59%)Addis Admas (59 %)Inter Sport (36.4%)

Addis Admas (50%)Inter Sport (38.9%)Addis Zemen (33.3%)

Oromia Addis Zemen (52.8%)Addis Admas (31.8%)Barissa (25.1%)

Addis Zemen (32.1%) Addis Admas (24.4%)Barissa (17.8%)

SNNPR Addis Zemen (72.8%)Addis Admas (19.7%)Ethio Sport (19.3%)

Addis Zemen (52.6%)Medical (12.5%)Ethio Sport (12.3%)

Somali Addis Zemen (58.1%)Ethio Sport (58.1%)Medical (47.6%)Addis Admas (47.2%)

Inter Sport (52.4%)Addis Zemen (47.6%)World Sport (42.4%)

Tigray Reporter (25.1%)Addis Zemen (24.6%)Medical (20.8%)

Medical (14.2%)Addis Zemen (11.5%)Reporter (10.1%)


InternetInternet usage for the sample’s population is 4.9% that was amongst largely urban respondents. The proportion was less (1.2%) in rural areas. Similarly women and older people were less likely to access the Internet. Only 3.1% of women respondents used the Internet compared to 6.2% males. Likewise whilst 5.9% of the age group 15-30 used the Internet this reduced to 3.1% of the over 46 age groups.

Chart 45: Internet diffusion by region

4.4%7.2%

4.3% 2.8%

10.0%

4.7%1.8%

3.6%

12.3%

26.5%

15.5%


Chart 46: Nationwide Internet users

Yes4.9%

No95.1%

Even in cases where the Internet is used usage patterns are erratic. A total of 14% of users browsed the Internet at least once a month, of these only 6.3% are daily users. Many more were occasional users with a vast majority not even being able to recall when they have last accessed online material.

Chart 47: Frequency of using the Internet

6.3 4.4 1.9 1.2 0.3 3.7

82.3

Daily 2‐3 times a week

Twice a week

Once a week

Once a month

Less often Can't recall/not stated


AnnexSampling information: The zones were selected based on population size, ethnic diversity and geographic location of the zones within the regions as well as the country as a whole.

Tigray

Amhara

Benishangul

Gambela

SNNPR

Addis Ababa

OromiaSomali

Study Location

Dire Dawa

Harari

Afar


Sampling:

A sample of 3,999 was taken from nine regional states and two City administrative areas. The table below shows distribution of the samples across the regions and administrative cities in the survey.

Table: Sample by region

Region Actual sample Proposed sample

Tigray 360 360

Afar 201 200

Amhara 601 600

Oromia 799 800

Somali 359 360

Benishangul Gumuz 202 200

SNNPR 600 600

Gambella 198 200

Harari 198 200

Addis Ababa 280 280

Dire Dawa 201 200

The regional capital cities were sampled for all regions. Zones were selected to be broadly representative of population ethnic and livelihood diversity within each region.

Table: Details of sample points in each region

Oromia Region Amhara Region SNNPR Region Tigray Region

zone

s

East Wollega North Gondar Guraghe Zone Central Tigray

Jimma Zone North Wollo Hadiya Zone Eastern Tigray

West Shewa South Wollo Sidama Southern Tigray Zone

Arsi Zone East Gojam Hawassa Special Zone

Mekele Special Zone

East Hararghe West Gojam (Bahir Dar Special Zone)

Gedio

Borena North Shewa Wolayita

Adama Special Zone Gamo Gofa Zone

zone

s Afar Region Benshangul Somali Gambella RegionZone 1 Assosa Zone Shinile Zone Agnewak Zone

Zone 3 Kemashi Jijiga Zone

Harari Region

Dire Dawa Administrative City

Addis Ababa Administrative City


In each Zone Woredas were selected considering population size. At the lowest level Kebeles or blocks and households in each block were identified randomly. At household level individual respondents were selected using quota samplings for gender and age variables to match the 2007 Census data.

Data weightingThe analysis of this report is conducted using a weighted data. The weighting is done to approximate the distribution of regions and centre types to that of 2007 census data. Details of the weight calculation is presented below:

RegionsPopulation SampleUrban Rural Total Urban Rural Total

Tigray 842,723 3,471,733 4,314,456 160 200 360

Afar 188,973 1,222,119 1,411,092 80 121 201

Amhara 2,112,220 15,101,836 17,214,056 239 362 601

Oromiya 3,370,040 23,788,431 27,158,471 318 481 799

Somali 621,210 3,817,937 4,439,147 120 239 359

Benshangul- Gumuz 97,965 572,882 670,847 120 82 202

SNNP 1,545,710 13,496,821 15,042,531 282 318 600

Gambella 77,878 229,038 306,916 118 80 198

Harari 99,321 84,023 183,344 117 81 198

Addis Ababa 2,738,248 2,738,248 280 0 280

Dire Dawa 232,854 109,973 342,827 122 79 201

11,927,142 61,894,793 73,821,935 1956 2043 3999

Because the ratio of the sample and the population data in each sub division is not the same proportional weighting is applied by breaking down the sample in to urban and rural for each region. The formula used to determine the weight is:

The analysis of this report is conducted using a weighted data. The weighting is done to approximate the distribution of regions and centre types to that of 2007 census data. Details of the weight calculation is presented below:

Weight for each stratum

NK/N Nk/n

Where: NK/N = Proportion in the population nk/n = proportion in the sample


Table: Weight calculation

a b c d eWeight

Strata Nk nk Nk/N nk/n c/dTigray Urban 842,723 160 0.011416 0.04001 0.285319 5.706382

Afar Urban 188,973 80 0.00256 0.020005 0.12796 2.559209

Amhara Urban 2,112,220 239 0.028612 0.059765 0.478748 9.574966

Oromiya Urban 3,370,040 318 0.045651 0.07952 0.574082 11.48164

Somali Urban 621,210 120 0.008415 0.030008 0.280429 5.608583

Benshangul- Gumuz Urban 97,965 120 0.001327 0.030008 0.044224 0.884475

SNNP Urban 1,545,710 282 0.020938 0.070518 0.296924 5.938474

Gambella Urban 77,878 118 0.001055 0.029507 0.035752 0.715037

Harari Urban 99,321 117 0.001345 0.029257 0.045986 0.919711

Addis Ababa Urban 2,738,248 280 0.037093 0.070018 0.529762 10.59524

Dire Dawa Urban 232,854 122 0.003154 0.030508 0.103393 2.067854

Tigray Rural 3,471,733 200 0.047028 0.050013 0.940334 18.80669

Afar Rural 1,222,119 121 0.016555 0.030258 0.547135 10.94269

Amhara Rural 15,101,836 362 0.204571 0.090523 2.259889 45.19779

Oromiya Rural 23,788,431 481 0.322241 0.12028 2.679086 53.58173

Somali Rural 3,817,937 239 0.051718 0.059765 0.86536 17.3072

Benshangul- Gumuz Rural 572,882 82 0.00776 0.020505 0.378458 7.569153

SNNP Rural 13,496,821 318 0.182829 0.07952 2.299166 45.98332

Gambella Rural 229,038 80 0.003103 0.020005 0.15509 3.101798

Harari Rural 84,023 81 0.001138 0.020255 0.056193 1.123852

Addis Ababa Rural 0 0 0 0

Dire Dawa Rural 109,973 79 0.00149 0.019755 0.075409 1.508186

Total 73,821,935 3,999

Note: The actual weight is determined by multiplying the figure obtained using the formula by 20 so that the weight applied to certain groups will not be insignificant.


This report has been funded by the British Embassy in Ethiopia and the Department for International Development (DFID), UK