Social Media Leap: Radio Most Common Source Of Information | Independent Newspapers Limited
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Social Media Leap: Radio Most Common Source Of Information

Posted: Jul 17, 2015 at 12:00 am   /   by   /   comments (0)

By Judith Eshemitan,  Lagos

 

Notwithstanding the presence of several social media in the country, the majority of Nigerians still rely on radio as their source of information, despite a decline in the use of the medium in recent years.

This is according to findings of a new snap poll, conducted by NOIPolls, a Nigerian survey and polling firm. The poll result was published in a document signed by Operating Officer/Director of Research, NOI Polls, Dr. Bell Ihua, and made available to newsmen in Abuja.

The document read: “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 information in Nigeria, as reported by 34 percent of Nigerians interviewed.”

According to the findings, 62 percent of Nigerians surveyed get their daily information via radio.

“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”, the report revealed

It noted that this could be a function of its advantage of cost and reach over television.

The survey findings also 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”, it said

According to NOIPolls, 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).

While social media was ranked 3rd as a source of information, the report noted that there has been tremendous growth in its use with an increase by 14-points from 2013 to 2015.

The report also revealed that more Nigerians get access to their daily news from social media like Facebook and others than newspapers.

“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 finding therefore buttresses the rising embrace of social media in Nigeria and the world.

“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”, it disclosed

It added that 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.

Furthermore, there are indications that there is 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.