media use in burma findings from the 2012 international audience research project
TRANSCRIPT
Media Use in BurmaFindings from the 2012 International Audience Research Project
Survey Background and Conditions
Survey Background and Conditions
Target population is any adult in Burma, aged 15 years or older
Total sample size is 3,000
Language: Burmese
Interviews were collected face-to-face in respondent’s home
Duration was 8 ½ weeks (May 5 – June 20, 2012)
Fieldwork team of 48 interviewers and supervisors + 2 independent QC
3
4
Survey Background and Conditions
Nationally representative sample
The country has 7 states (ethnic minorities) and 7 regions (predominantly Burman)
4 states and 7 regions were covered
– Chin and Kayah (size) and Kachin (armed conflict) were excluded, representing 4.1% of total population
50 townships out of 287 were selected by PPS method
Sampled wards and villages were selected in the townships depending on urban and rural population ratio
25% urban, 75% rural, or 760 urban, 2,240 rural interviews
5
Burma
4 States and 7 Regions
50 out of 287 Townships
Rural: 224 Villages
Urban:76 Wards
Survey Background and Conditions
6
Chin
Kachin
Kayah
Survey Background and Conditions
Household selection Systematic random sampling method was used, by which an interval
was devised using the total number of households in the village/ward and dividing by the target (10 households).
Respondent selection Kish grid
7
# NAME Male Female Age 1 2 3 4 5 6 7 8 9 0
1 1 2 1 1 1 1 1 1 1 1 1 1
2 1 2 2 1 2 1 2 1 2 1 2 1
3 1 2 1 2 3 1 2 3 1 2 3 1
4 1 2 1 2 3 4 1 2 3 4 1 2
5 1 2 4 5 1 2 3 4 5 1 2 3
6 1 2 4 5 6 1 2 3 4 5 6 1
7 1 2 3 4 5 6 7 1 2 3 4 5
8 1 2 3 4 5 6 7 8 1 2 3 4
9 1 2 2 3 4 5 6 7 8 9 1 2
10 1 2 1 2 3 4 5 6 7 8 9 10
8
Survey Background and Conditions
Conditions for collecting data in Burma are difficult.
Supervisors spoke of taking multiple modes of transportation to reach a village (moto, boat, ox cart, walking several kilometers).
There are bad roads and irregular public transportation.
It is customary, but not necessary, to ask permission of township administrator to conduct the survey.
Most township administrators say yes, but not all. This causes delays and at times tense situations.
9
Most Households Have Radio, Television; Digital Devices Remain Rare
Which of the following do you have working in your household?
10
Radio Television Mobile phone
MP3/MP4
player/iPod
Telephone landline
Computer Internet iPad or tablet PC
0%
20%
40%
60%
80%
100%
64%57%
17%10%
5% 3% 0.7% 0.4%
TVs, Digital Devices Most Common in Urban Areas
Which of the following do you have working in your household?
11
Radio Television Mobile phone
MP3/MP4
player/iPod
Telephone landline
Computer Internet iPad or tablet PC
0%
20%
40%
60%
80%
100%
56%
83%
35%
22%14%
9%2% 1%
68%
46%
9%6% 1% 1% 0% 0%
Urban areas Small towns/Rural areas
12
Listened to a radio program
Watched television Used the Internet0%
20%
40%
60%
80%
100%
39%
20%
0.5%
63%
45%
1%
75%
58%
3%
Yesterday Within the last 7 days Within the last 4 weeks
When was the last time you…?
Overall, Radio is More Commonly Used Than Television
AM Radio Audience Drops Sharply; FM Use Continues to Rise
13
FM MW/AM Shortwave0%
20%
40%
60%
80%
100%
10%
43%
28%
42% 46%
34%
47%
18%
34%
2009 2010-2011 2012
Which of the following wave bands have you used in the last week to listen to the radio?
14
State-Owned Radio Faces Competition From Private and International Stations
Radio broadcasters % listened in the past week
Myanmar Radio National Service 44%
Shwe FM 40%
Myanmar Radio Padauk Myay Service 38%
U.S. Radio Broadcasts 21%
BBC World Service 18%
Mandalay City FM 87.9 16%
Yangon City FM 89.0 8%
DVB Radio 3%
Weekly TV Use Twice as Common in Urban as Rural Areas
15
Percentage who used each form of media in the past seven days
Listened to a radio program
Watched television Used the Internet0%
20%
40%
60%
80%
100%
51%
69%
4%
68%
35%
0.1%
Urban areas Small towns/Rural areas
16
TV, Internet Use Also Skew Toward Higher Education Levels
17
Percentage who used each form of media in the past seven days
Listened to a radio program
Watched television Used the Internet0%
20%
40%
60%
80%
100%
62%
33%
0%
64%
49%
0.2%
65% 66%
5%
Primary education or less Intermediate education Secondary education or more
18
TV Market Still Largely Dominated by State-Owned Outlets
TV broadcasters % watched in the past week
Myanmar Television (MRTV) 39%
Myawaddy TV 33%
MRTV 4 (local) 24%
MRTV 3 (international TV service) 5%
DVB-TV 4%
CNN International 3%
CCTV4 – China TV 2%
U.S. TV Broadcasts 1%
BBC World News 0.5%
Mobile Phone SIM Cards Remain Out of Reach for Most
19
Do you, yourself, have a mobile phone, or not? Percent “yes”
Total
Burm
ese
Urb
an are
as
Small t
owns
/Rur
al are
as
Prim
ary ed
ucat
ion
or le
ss
Inte
rmed
iate
edu
catio
n
Seco
ndar
y ed
ucat
ion
or m
ore
0%
20%
40%
60%
80%
100%
14%28%
8% 5%13%
32%
Major Developments
The introduction of new private FM radio stations in recent years has prompted a dramatic rise in FM listenership; many AM listeners may have migrated to new FM options.
Television use is more common than radio use in Burma’s urban areas; if the pace of development quickens with new foreign investment, TV use may also grow more quickly.
Internet use remains rare – but it remains to be seen whether the end of Burma’s censorship regime will spur the development of new media infrastructure.
20
Use of Media for News in Burma
21
Photo: DVB-TV
Photo: AFP
Photo: FreeBurmaRangers.org
Weekly Use for News
22
Source: Amnesty International
Photo: Amnesty International
Internet
Mobile SMS/Text
Family/Friends
Television
Radio
0% 20% 40% 60% 80% 100%
1%
2%
15%
26%
45%
62%
Weekly Use for News
All Burmese (n=3,000)
Urban areas(n=900)
Small towns/ Rural areas
(n=2,100)
Every day/ most days
At least once a week
Every day/ most days
At least once a week
Every day/ most days
At least once a week
Radio 43.3% 62.3% 29.6% 50.8% 49.2% 67.3%
TV 23.3% 44.7% 41.3% 67.5% 15.7% 35.1%
Newspapers/Magazines 5.8% 14.4% 16.3% 33.8% 1.3% 6.0%
Friends/Family members 5.3% 25.6% 6.0% 32.7% 5.0% 22.6%
Journals 2.1% 16.3% 5.5% 36.4% 0.7% 7.8%
SMS 0.4% 1.7% 0.8% 4.1% 0.3% 0.7%
Internet 0.4% 1.1% 1.3% 3.3% – 0.1%
23
What Is News in Burma?
Photo: AFP
Photo: AFP
Photo: Wikimedia Commons
ASSK/Affairs of Myanmar
Low salaries
Water shortages/control
Trafficking of women
Transportation difficulties
Housing problems
Corruption
Health problems
Chinese meddling/dominance
Economic hardship/Slow growth
0% 20% 40% 60% 80% 100%
3%
4%
4%
4%
4%
4%
7%
7%
9%
18%
What Is News in Burma?
Photo: AFP
25
What are the most serious problems facing Burma today? (%, First response, unprompted)
Travel news/reports
Science/Tech/IT
Human rights
Environment
Political news
Education
International news
Sports
Arts and culture
Business/Economy
Health/Healthcare
Religion
Weather reports
0% 20% 40% 60% 80% 100%
8%
9%
12%
12%
17%
17%
17%
18%
22%
23%
31%
46%
52%
What Is News in Burma?
Photo: Avaaz.org
Please tell me your level of interest in the following topics: (% responding “very interested”)
26
27
SourceFirst
Response Second
Response Third
Response All
Responses
Myanmar Radio National Service 15.3 8.8 4.8 28.9
MRTV 12.5 6.9 3.9 23.3
Shwe FM 11.4 5.6 4.2 21.2
Padauk Myay Radio 7.6 7.5 3.6 18.7
Myawaddy TV 7.4 8.4 2.5 18.3
MRTV 4 7.8 3.9 2.9 14.6
Radio Free Asia 5.6 5.0 3.4 14.0
VOA 3.2 6.5 4.1 13.8
BBC 3.0 3.7 4.2 10.9
Padamya FM 3.5 3.0 2.8 9.3
Mandalay City FM 1.7 2.2 1.5 5.4
DVB-TV 2.4 0.8 0.8 4.0
Cherry FM 0.4 1.3 1.5 3.2
Days News Journal 0.0 1.3 1.6 2.9
Which stations, publications, or sites are your three MOST important sources of information?
(%, unprompted)
Media Outlets Most Frequently Mentioned Among Respondents’ Top Three Sources
Media Outlets Most Frequently Mentioned Among Respondents’ Top Three Sources
28
Which stations, publications, or sites are your three MOST important sources of information?
SourceTotal
Burmese (n=3,000)
Yangon/ Mandalay
(n=269)
Other urban areas
(n=631)
Small towns/Rural areas (n=2,101)
Myanmar Radio National Service MW/SW 29.0% 6.3% 19.2% 34.8%
Myanmar Television (MRTV) 23.6% 21.9% 40.0% 18.9%
Shwe FM 21.0% 9.3% 11.3% 25.4%
Padauk Myay Radio MW/SW 18.7% 6.3% 10.7% 22.7%
Myawaddy TV 18.6% 28.3% 27.9% 14.5%
RFA 14.5% 2.2% 14.8% 15.9%
MRTV 4 14.3% 62.5% 17.1% 7.4%
VOA 14.1% 4.5% 14.4% 15.3%
BBC London/BBC International 11.0% 11.5% 11.6% 10.7%
Jointly operated by official MRTV and Forever Group
Launched May 2004 24 hours daily with a focus on
entertainment MRTV 4 international (2008) Forever Media TV operations now
called “4-TV” – 51 channels, including 12
free-to-air, 8 HD, 7 digital and 24 international stations
– For Info provides attractively produced talk shows and news
– Free-to-air foreign news products include CCTV, Fox News, Bloomberg, DW, KBS, Arirang
29
Est. 1995, creating television commercials using computer graphics
1998-2001, cooperative ventures with government
Tech training, “e-education,” publishing, public relations, advertising, digital marketing
Other media ventures also include Mandalay FM (2008) and Pyinsawadi FM (2009)
Latest venture: Myanmar Media Development Center (MMDC) opened in July.
Forever Group
30
Shwe FM
Launched October 2009 The only fully private radio operation in Burma Weekly audience: 40% of Burmese adults Pop music, chat, variety of topics
31
How does a private station grow so large, so fast?
32
Shwe Than Lwin Co., Ltd.
Chairman Kyaw Win has close ties to military leaders
Until recently, best known for its mining, construction, trade, and agricultural ventures
Shwe FM (2009) “Sky Net” direct-to-home, multi-
play services (late 2010) Beer, soft drinks, and cigarettes
(2012) 2011: Official media reported the
group would launch a free-to-air television channel
33
Reached via satellite, requires SkyNet box– Costs roughly $180, plus monthly
$12 fee 48 channels International News: MSNBC, Fox,
Sky News, CCTV, Channel News Asia (soon)
Sole domestic broadcaster of Aung San Suu Kyi’s speeches during European trip
Four locally produced channels:– Buddha Channel– Up-to-Date Channel– Myanmar International – Hluttaw Channel
34
Photo: AFP
Myanmar Radio National Service
Myawaddy TV
Myanmar Television
BBC
VOA
RFA
17%
18%
16%
21%
23%
21%
74%
72%
76%
73%
72%
75%
A great dealSomewhat
How much do you trust the news you get from the following sources?
Comparisons with BBG 2010-11 survey: – Significantly more said they trusted international radio “a great deal
compared” with 2010-11 – Drop in overall trust numbers for all three domestic stations– No significant change in those considering domestic TV stations “very
trustworthy”
35
Is official media more trustworthy now than 6 months ago?
52% yes (6% say “much more trustworthy now”)
34% the same
1% no (0% say “much less trustworthy now”)
14% don’t know
36
Satellites, New Media, and the Future
37
Mobile Phone Ownership Trends
Base: 2009 n=6,137; 2010 n=4,030; 2012 n=3,000. Data show percentages of adults who personally own a mobile phone.
38
2009 2010 20120%
20%
40%
60%
80%
100%
2% 3%
14%
“Alternative” Media: Mobiles, Internet, Satellite
Alternative media impact held back by obstacles of strict control, high cost, and inadequate infrastructure
Most access now in large cities; even there, 80% or more are unconnected
Radio remains main means of access to external information for most
Neighboring countries show how quickly alternative media growth can be achieved
39
Mobile Phone Ownership: Regional Comparison
Data for Bangladesh, Cambodia, and Vietnam based on BBG-sponsored national surveys in 2011. All figures show percentages of adults who personally a mobile phone.
40
Burma Bangladesh Cambodia Vietnam0%
20%
40%
60%
80%
100%
14%
59% 57%
70%
Mobile Ownership by Urbanicity
41
Large city/Suburb Small town Rural0%
20%
40%
60%
80%
100%
28%
8% 7%
Activities Performed on Mobile Phones
42
Base: Mobile phone owners (n=417). Data show percentages of mobile owners performing each activity listed in past 7 days.
S/N site
Accessed Internet
Obtained info via SMS from operator
Downloaded video
Listened to radio
Sent photo
Sent SMS
0% 20% 40% 60% 80% 100%
0%
0.4%
1%
1%
3%
4%
34%
Internet Use
43
Base: All respondents (n=3,000). Data show percentage using Internet within previous 7 days.
Large city/ Suburb
Small town Rural National0%
20%
40%
60%
80%
100%
8%1% 0% 3%
Locations of Internet Use
Base: Past month Internet users (n=77). Data show percentages of this group accessing Internet at each location (multiple responses accepted).
44
Mobile
School
Home
Work
Café
0% 20% 40% 60% 80% 100%
2%
4%
6%
10%
89%
Internet Use by Age
Percentage in each age group using Internet in previous 7 days.
45
15-24 25-34 35-54 55+0%
20%
40%
60%
80%
100%
7%3% 1% 0.2%
Websites Used for News/Information
Base: Past month Internet users (n=77).
46
Weekly News 11
Myanmar.com
Day News Journal
0% 20% 40% 60% 80% 100%
6%
6%
10%
40%
80%
Satellite Dish Ownership
Percentage of households in each category with installed satellite dish.
47
Large city/ Suburb
Small town Rural National0%
20%
40%
60%
80%
100%
11%4%
0%6%
Satellite Dish Trends
Percentage of households with satellite dishes.
48
2009 2010 20120%
20%
40%
60%
80%
100%
7% 6% 6%
TV Viewing Patterns:Satellite vs. Non-Satellite TV HHs
Base: Satellite households (n=177); TV households without satellite (n=1,491)
49
CCTV 4
CNN
DVB
ESPN
MRTV local
Myawaddy TV
Myanmar TV
0% 20% 40% 60% 80% 100%
3%
4%
6%
7%
37%
51%
59%
8%
14%
34%
14%
53%
45%
65%
Satellite Households
TV HHs
A “Connectedness” Index
Percentage of individuals who EITHER have satellite dish or have used Internet in past 4 weeks.
50
Large city/ Suburb
Small town Rural National0%
20%
40%
60%
80%
100%
16%
4%0%
8%
Trends From a Neighboring Country: Bangladesh
Percentage of individuals who own a mobile phone and percentage of households with cable television.
51
2009 2011 20120%
20%
40%
60%
80%
100%
41%49%
59%
16%25%
33%
MobileCable TV
Conclusions
Burma’s media environment is underdeveloped and firmly anchored in old media, but changes have started.
Radio is the most used media for entertainment and news in Burma, and domestic outlets have expanded rapidly in recent years.
Television’s growth in urban areas has been striking in recent years.
A very limited number of private players have gained market access, tapping into a deep desire for entertainment, religion, and “news you can use.”
Photo: Amnesty International
Burmese are cautious but appear to trust local media more than in the past.
Web and mobile infrastructure lags with slow connections and low use.
Mobile phone growth potential is high.
52
Gallup® is a trademark of Gallup, Inc. All other trademarks are the property of their respective owners.