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Summary of Zimbabwe All Media Products Survey findings

by Staff reporter
27 Sep 2012 at 05:03hrs | Views

Overall there has been a two percent increase in television viewership for any channel. Viewership of ZBC Channel 2 increased from four percent to nine percent.

This channel is now accessible in Bulawayo. ZBC TV channels are viewed by everyone.

Satellite viewership percentage increased from 45 percent to 50 percent. Subscription for satellite TV increased from 23 percent to 33 percent against the last quarter of 2011.

Peak TV Times
Peak viewership times for all channels remains between 6:30pm and 9:00pm with the highest number of viewers being recorded between 8.00pm and 8.30pm. However, audience at this peak for ZBC-TV 1 increased against the last quarter of 2011 from estimated 278 418 to 364 790 viewers. TV viewership in the mornings is very low. At peak Satellite TV yesterday viewership was projected to be at 614 363 viewers.

TV Programmes
Viewership percentage for news hour dropped from 28 percent to 26 percent against the last quarter of 2011. It still remains as the favourite programme.

Woza Friday, 10 percent is the second mentioned. Mai Chisamba at eight percent dropped from 12 percent and shares 3rd position with local drama (eight percent).

Radio Listenership
Radio listening this current quarter is mainly through traditional radios (55 percent) and also through cellphones (29 percent). Yesterday listenership of all local radio stations dropped this quarter.

Overall, any radio station remained the same against the last quarter of 2011. Power FM is the leader.

Though it dropped from 19 percent to 17 percent in yesterday listenership level against last quarter 2011.

Star FM (seven percent listenership) and ZiFM (two percent listenership) were launched in this current quarter.

Any international radio station penetration remained the same against the last quarter of 2011. On international radio, Studio 7 was the major player increased from one percent to two percent.

The number of estimated working radio sets in the households at 59 percent penetration dropped against the last quarter of 2011.

Monthly Magazines
Readership penetration for this category gained from three percent to seven percent. This category has the lowest readership penetration against the other print categories. Several new publications have been introduced since the last quarter of 2011.

Other Media
Outdoor advertising decreased from 75 percent to 72 percent against the last quarter of 2011. Mobile promotion units increased from 35 percent to 42 percent. Road Shows dropped significantly from 42 percent to 24 percent.

Ownership of Durables
Working colour TVs dropped penetration level from 93 percent to 92 percent. Ownership of working satellite dishes increased from 62 percent to 67 percent. DVD/VCD player ownership decreased from 85 percent to 78 percent. Generator penetration picked up from 10 percent to 11 percent.

Personal computer increased significantly 12 percent to 19 percent this dip against the last quarter of 2011.

Having Internet access grew from 34 percent in the last quarter of 2011 to 41 percent in current quarter. Usage penetration by urban adults in this quarter grew from 31 percent to 34 percent.

This quarter access through the Home decreased from 11 percent to eight percent. Access through Internet cafes is four percent, a decrease from five percent and at work is three percent. Cellphone browsing increased from 21 percent to 33 percent. Top four websites frequently visited were Facebook, Google, Yahoo and Gmail.

Currently internet services are mostly used by middle to higher LSMs.

Grocery Outlets
In the third quarter of 2012, for urbanites, food and grocery was sourced from OK 62 percent, a decrease from 65 percent, TM 54 percent a gain from  52 percent, and Spar 38 percent, also a decrease from 42 percent.

Fresh Meat was mostly bought from Butcheries, 79 percent. Fruit and vegetables were mainly sourced from the Open Market (66 percent) and Own Production (10 percent). Most preferred outlets by urbanites in this quarter were OK, TM and Spar respectively.

Financially 32 percent of the urban adults have bank accounts.

Commercial bank usership by urbanites increased from 24 percent to 27 percent against Q4 2011.

This current quarter Kingdom bank is first-mentioned primary bank status with 20 percent claimed usership.

CBZ Bank with 16 percent has become second-mentioned bank while Barclays Bank is the third-mentioned primary bank with 11 percent claimed usership. Savings account (81 percent) is the main product used.

Building society claimed usership gained form six percent to seven percent.

CABS is the leading primary building society and gained from 78 percent to 79 percent.

The major product being used in this quarter was savings account.

Insurance usage increased from 20 percent to 28 percent. Medical aid coverage increased from nine percent to 15 percent. The first mentioned service provider was PSMAS with 51 percent followed by Cimas with 26 percent usage claim. Funeral cover increased from 10 percent to 16 percent. Nyaradzo at 47 percent is the top mentioned used service provider, followed by Doves 17 percent and First Mutual (nine percent).

Ownership and usage of working cell phone among the urban adults increased by two percent percentage to 92 percent.

Among these cell phone users in this quarter Econet had usership of 74 percent, an increase from 72 percent, Telecel increased from 24 percent to 25 percent and NetOne also increased from eight percent to nine percent. The use of Post-Paid SIM cards remained subdued at 1 percent.

Only nine percent of the urbanites were observed to be multiple network sim card holders.

Working fixed telephones lines at home increased from six percent to 11 percent. The use of the CDMA is now less than one percent in the quarter.

Nokia handsets dominate the market with a 66 percent verified usage, followed by Samsung with 14 percent. 

Source - dailynews
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