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Survey reveals new trends in radio listening, new media and newspapers
[February 24, 2009]

Survey reveals new trends in radio listening, new media and newspapers

AMMAN, Feb 23, 2009 (Jordan Times - McClatchy-Tribune Information Services via COMTEX) -- The second annual independent media survey reveals new trends in radio listening, new media, mobile phones, Internet and news websites, as well as reporting advances by Jordan's independent print media.

The findings will be released this week and officially be presented independently to the press, radio owners, mobile and Internet providers, SMS and e-mail bulk vendors and advertising agencies on Wednesday.

The survey was produced as part of the USAID-funded Jordan Media Strengthening Programme (IREX) according to a statement released yesterday.

For the first time, the survey gauges the popularity of news websites and findings will offer new insights on how the media scene in Jordan is evolving.

IREX Country Director Samuel Compton stressed the importance of "independent, reliable, updated and free data" in boosting competition and sustainability of media organisations.

"Not all media outlets can afford to buy data and studies," the statement quoted Compton as saying.

"I trust this free survey will be helpful to emerging media outlets. To larger media outlets, this survey will provide an opportunity to compare market data from different sources and improve the quality of their service, making sure they fine-tune their products to suit the needs of Jordanians," he added.

Results of the nationwide poll of 3,600 Jordanians, aged 15 and above, indicate that radio continues to expand its penetration not only across Amman and the governorates, but also across all ages.

Radio listenership among those aged 30 and above accounts for 54 per cent of total radio listeners, compared to 46 per cent in 2007.

Young people, aged 15-29 years old, make up 46 per cent of radio listeners as opposed to 54 per cent in 2007, but the drop is offset by the growing trend of listening to the radio through mobile telephones and the Internet.

Nineteen per cent of Jordanians aged 15 and above listen to radio through mobile phones and 7 per cent through the Internet, the survey revealed.

While the traditional top radio stations have not scored any major gains from 2007, Amen FM 89.5, owned by the Public Security Department, has made great advances, increasing its penetration almost three times within one year, the IREX statement said.

Smaller, Arabic- and English-speaking radio stations, in particular those that target greater Amman areas, have also made considerable gains, almost doubling their penetration. New market entrants like Farah El Nas, Ayyam, Energy and Spin were also able to register market acceptance and penetration, according to the survey.

Forty per cent of radio listeners, 57 per cent of them males, switch to their favourite station between 6:00am and 10:00am, while the majority of female listeners, 54 per cent, tend to listen to the radio between 10:00am to 3:00pm when total listenership drops to 19 per cent. Morning listening hours tend to be the favourite for those aged 30 years and above, or 58 per cent, while those aged 15-29 make up the majority of late afternoon into late evening listeners, the survey indicates.

Fifty-five per cent of radio listeners tune in at home, followed by 34 per cent in the car, 8 per cent at work and 3 per cent on the bus.

A total of 60 per cent of home listeners are females, mostly housewives, students, and those unemployed or retired, while 75 per cent of car listeners are males, the majority aged over 30, split equally between greater Amman and the governorates.

"An important component of this survey is a detailed analysis of the sampling system, its design and composition, with references to updated estimates of Jordan's population and age splits, recent neighbourhood additions and amendments to greater Amman, courtesy of the Department of Statistics, as well as maps of neighbourhood divisions, according to the Greater Amman Municipality and the Department of Land Registration," the statement said.

This data is being made accessible to the public for the first time in an effort to highlight the transparent methodology and expertise of the sample design, which is essential to the integrity, accuracy and reliability of the Jordan Media Survey, the statement added.

Strategies, a global network member of the international market research firm Harris Interactive conducted the poll, implemented as part of the USAID-funded Jordan Media Strengthening Programme.

To see more of the Jordan Times or to subscribe to the newspaper, go to Copyright (c) 2009, Jordan Times, Amman Distributed by McClatchy-Tribune Information Services. For reprints, email, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

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