Survey of Audience’s Media Preferences and Consumption Habits: the Case of Central and North Gondar Residents

Abstract

This study was conducted in seven Districts of North Gondar Zone and Central Gondar Zone with
the main objective of assessing audiences’ media preferences and consumption habits. The study
was conducted using descriptive research design in which both quantitative and qualitative data
were concurrently collected. Multistage and systematic sampling techniques were employed to
collect quantitative data from 704 respondents. Additionally, 42 key informant interviews and 14
focused group discussions were used to collect the qualitative data. The findings of the study indicated that 36.1 % of the respondents indicated that they watch TV to obtain information while only
19.6 %. use radio to seek information. The study also revealed that Amhara radio is the top radio
station used by the majority of respondents. A large number of respondents also stated that they
chose to tune to radio stations from morning 6:00 am – 8:00 am and evening 6:00 pm– 9:00 pm.
Among the chosen program formats, majority of the respondents preferred programs that broadcast dialogue, discussions and interviews. In terms of content, many respondents chose programs
that focus on health, education and agriculture. The study also recommended that radio programs
can be successful if they focus on national peace, reconciliation, unity, entrepreneurship, good
governance, and issues of family life that are produced by professional and ethical journalists