media use in burma findings from the 2012 international audience research project

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

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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

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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

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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.

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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

Print

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%

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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”)

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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

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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

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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

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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

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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

Facebook

Google

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.

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