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 Thursday, March 24, 2011

This report uses AudienceScapes data from a nationally representative survey of Tanzania to describe how people of different social groups gather, share and access information through mass media – radio, television and newspapers. They also focus on whether the presence of mobile phones can further augment information dissemination using SMS and mobile radio. Media access and use trends are broken down by region and they profile both national and regional media outlets.

Notably, this report assists development professionals in crafting their communication strategies through mass media conduits. With knowledge of not only how much access to information Tanzanians have, but also what information sources they rely on and trust the most, development practitioners are better equipped to create strategies suited to the local context of their target audience.

The data presented in this report are based on a nationally representative survey conducted in July 2010 among Tanzanian adults age 15 and older. Using the 2002 Tanzanian National Census as the sampling frame and a stratified random sampling design, a nationally representative probability sample of 2,003 respondents was selected. The estimated margin of error is +/-2.2 percent with a 95 percent confidence interval. The survey was administered through face-to-face personal interviews; the data are weighted by gender and age groups.

(Source: AudienceScapes News)

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