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)