Audience Analysis:Role of Journalism & Social Media in the Consumption of News in Iraq 2012

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Research By International Research Exchange Board - IREX in Iraq 2012

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Audience Analysis:Role of Journalism & Social Media in the Consumption of News in Iraq 2012

  1. 1. Audience AnalysisThe Role of Journalism and Social Media in the Consumption of News in Iraq 2012 Iraq Media Study May 2012 1
  2. 2. Research ObjectiveThe International Research & Exchanges Board (IREX) of Washington, DC, commissionedD3 Systems, of McLean, VA, to research Iraqi citizens in order to obtain information onmedia usage across demographic and psychographic variables. This research may beused by media outlets to improve their responsiveness to the Iraqi audience and informtheir sales and marketing strategies. In addition, advertisers may use the research toinform their media purchasing strategies. The research also may be used by mediadevelopment professionals working in Iraq. 2
  3. 3. MethodologyThe IREX Audience Measurement Survey 2012 (W3) in Iraq is an ad hoc national quantitativeresearch study on media usage, habits and attitudes of people over the age of 15, across Iraq,with a total sample size of 3,502 individuals. The total sample consists of a representativesample of 2,702 individuals, as well as booster samples of 400 Iraqi youth using new mediaand 400 young women ages 18-24. The margin of error is +/- 1.66%.The questionnaire consists of 101 substantive questions, 19 demographic questions, and 28management and quality control questions.The fieldwork was conducted from February 25th - March 7th, 2012. The average length of asuccessful interview was 101 minutes. 1,789 out of 5,291 contacts were refused by potentialrespondents, resulting in refusal rate of 34%.Internationally recognized KA Research Limited based in Turkey conducted the fieldwork inIraq as a strategic partner with D3 Systems. • KA has been working in Iraq over the last 9 years and is known as one of the first research companies to operate in Iraq. • KA has 28 offices across 18 Iraqi provinces – employing over 800 fulltime experienced Iraqi research and field staff. • The company has conducted several hundred thousand quantitative interviews for D3 3 and other international and national companies in Iraqi since 2003.
  4. 4. OverviewThis study is broken into three sections:1. Demographic and psychographic information for the survey population.2. Regional perspective on media behavior.3. Media usage habits analyzed across five major mediums: Television, Radio, Print, the Internet and Mobile Phones. The analysis in this report has been weighted to represent the total population of Iraq. The 18 province survey and data analysis is based on regional segmentation between Northern Iraq, Central Iraq, and Southern Iraq. Regional Population North Central South Dahuk (2%) Al-Anbar (5%) Karbala (3%) Erbil (5%) Baghdad (24%) Babil (6%) Sulaymaniyah (6%) Diyala (5%) Wasit (4%) Kirkuk (3%) Salah Al-Din (4%) Al-Qadisiyyah (3%) Nineveh (10%) An-Najaf (4%) Al-Muthanna (2%) Basra (7%) Maysan (3%) Dhi Qar (5%) 4
  5. 5. Demographics (by Region) National North Central South Percent Surveyed 100% 16% 47% 36% (Estimated Population) 30.4 Million 4.9 Million 14.5 Million 10.9 Million 79% Arab 86% Kurdish 89% Arab 100% Arab 16% Kurdish 7% Arab 5% Kurdish Ethnicity 2% Turkoman 6% Turkoman 3% Turkoman 1% Assyrian 1% Armenian 2% Assyrian Locality 67% Urban 73% Urban 70% Urban 60% Urban Gender 52% Male 51% Male 50% Male 54% Male Ages 15-24 35% 33% 36% 34% 25-39 36% 35% 34% 39% 40-49 14% 14% 13% 14% 50-55+ 16% 13% 18% 13% Education * 50% 48% 50% 51% 5* Education includes “some /finished secondary” and “some university or higher”
  6. 6. CONTENTS General Media Consumption Habits News and Information in Iraq State of Journalism in Iraq TV Viewership and Broadcaster Trust Radio Listenership and Broadcaster Trust Print Media in Iraq Internet Usage in Iraq Mobile Media in Iraq New Media Youth in Iraq 6
  7. 7. General Media Consumption HabitsTV continues to be the leading source of news and information for Iraqis. However, socialcommunications are also seen as sources throughface-to-face interactions, the Internet and mobile phones. 7
  8. 8. Weekly Usage of Traditional Media Sources For News and Information National North Central SouthIraqi TV Stations 97% 97% 99% 96%International TV (Arabic) 89% 72% 94% 90%International TV (non-Arabic) 8% 12% 8% 6%Iraqi Radio Stations 42% 51% 40% 41%International Radio (non-Iraqi) 27% 22% 25% 31%Iraqi Newspaper (Arabic) 20% 26% 21% 16%Intl Newspaper (non-Iraqi) 3% 1% 6% 1%Magazines 7% 17% 6% 3%Friends and Family 43% 39% 32% 59%Mosques/Religious Leaders 22% 33% 14% 27% While Friends and Family are not “Media”, it is important to note that 43% of Iraqis say they get news and information about current events from them at least once a week. 8
  9. 9. Weekly Usage of New Media Sources For News and Information National North Central SouthInternet (Social Networks) 28% 23% 29% 30%Internet (Official News Orgs.) 22% 18% 24% 21%Blogs 6% 11% 9% 1%Mobile Phone 31% 30% 25% 39%(Friends and Family SMS)Mobile Phone 15% 12% 14% 16%(Official News SMS) Noteworthy is the use of new media to get news and information from social connections via online social networks and mobile phone-SMS. 9
  10. 10. Television Is Essential To Delivering News to Iraqis Nationally, 97% of Iraqis are watching TV for their news, more than double any other media source.Percentage of people whoused the medium for news in 97%1 42%2 34%* 33%** 20%the last weekPercent that spend at least 45minutes consuming news via 52% 14% 17% 2% 1%medium on an average dayPercent that spent at least 45minutes consuming 89% 16% 25% 16% 7%entertainment by media type 1 „Television, Iraqi‟ 2 „Radio, Iraqi‟ *combined Internet-News Organizations, Internet-Social Networks, and Blogs **combined Mobile-News Organizations and Mobile-Friends or Family 10
  11. 11. Northern Iraq: 96% are watching TV for news on weekly basis –Percentage of people whoused the medium for news in 97%1 51%2 30%* 31%** 26%the last weekPercent that spent at least 45minutes per day consuming 63% 25% 15% 10% 4%news by media typePercent that spent at least 45minutes per day consuming 72% 23% 15% 13% 6%entertainment by media type 72% are watching TV entertainment more than 45 minutes a day 1 „Television, Iraqi‟ 2 „Radio, Iraqi‟ *combined Internet-News Organizations, Internet-Social Networks, and Blogs 11 **combined Mobile-News Organizations and Mobile-Friends or Family
  12. 12. Central Iraq: 99% are watching TV for newsPercentage of people whoused the medium for news in 99%1 40%2 38%* 29%** 21%the last weekPercent that spent at least 45minutes per day consuming 51% 12% 16% 1% 1%news by media typePercent that spent at least 45minutes per day consuming 93% 18% 29% 20% 9%entertainment by media type While over half of Iraqis in the Central provinces watch more than 45 minutes of news, 93% spend more than 45 minutes a day watching TV for entertainment.1 „Television, Iraqi‟2 „Radio, Iraqi‟*combined Internet-News Organizations, Internet-Social Networks, and Blogs 12**combined Mobile-News Organizations and Mobile-Friends or Family
  13. 13. Southern Iraq: 96% are watching news on TVPercentage of people whoused the medium for news in 96%1 41%2 31%* 40%** 16%the last weekPercent that spent at least 45minutes per day consuming 49% 11% 21% 1% 1%news by media typePercent that spent at least 45minutes per day consuming 90% 10% 23% 12% 5%entertainment by media type 40% report using their mobile phones as a source of news 1 „Television, Iraqi‟ 2 „Radio, Iraqi‟ *combined Internet-News Organizations, Internet-Social Networks, and Blogs 13 **combined Mobile-News Organizations and Mobile-Friends or Family
  14. 14. News and Information in Iraq 14
  15. 15. Iraqis are primarily interested in local news and are increasingly less interested in information the further removed it is from directly impacting them.
  16. 16. Higher interest in provincial, domestic, and local news, as well as reporting on employment and corruption Top News and Current Events Content Interest Level News about your province Employment News about the rest of Iraq News about local community/neighborhood Corruption Education Crimes Domestic politics Youth concerns Religion International politics Human rights Economic developments in Iraq Women‟s concerns Health/medicine Real estate / construction Democracy International news 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 16Sample SizeNational = 3502 | North = 573 | Central = 1659 | South = 1270 National North Central South Combined „Very interested‟ and „Somewhat interested‟
  17. 17. News and Current Events Content Interest Level - 2009 to 2012 Employment Human rights International politics Crimes Youth concerns Women’s concerns Domestic politics Education Real estate / construction Science and technology News about the rest of Iraq Economic developments in Iraq Business news in Iraq News about neighbor countries Agriculture 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2011 2012 17Sample Size Topics with less than 5 percentage points of change were left off the graph (Democracy, Obituaries, International News,2012 = 3502 | 2011 = 3000 | 2009 = 2175 Health/Medicine, Corruption, Environment/Ecology, News about your province, Religion, and Sports)
  18. 18. Overall living conditions are considered “good” by 52% of Iraqis – Primary issues in Iraq are related to employment, electricity and the infrastructure and security in the Central provinces. Conditions in Iraq (% very good and somewhat good„) Availability of food Security from crime and violence Your living conditions overall The education available to youth The availability of clean water Freedom of movement The rights of children The rights of women Availability of medical care Ability to afford things I need and want Roads, bridges and other… Available job/economic opportunities The supply of electricity 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% National North Central South 18Sample SizeNational = 3502 | North = 573 | Central = 1659 | South = 1270
  19. 19. State of Journalism in Iraq 19
  20. 20. While most news sources saw a decline in reliability according to respondents, print media sources declined dramatically Reliablity of Traditional News Sources - 2009 to 2012 73% 73% 69% 66% 64% 64% 63% 63% 63% 61% 61% 60% 56% 56% 54% 52% 50% 45% 46% 43% 41% 39%31% 29% 30% Magazines Iraqi Newspapers TV - Intl, Non- Intl Newspapers Radio--Iraqi Radio-- Intl, Non- TV - Intl, Arabic TV - Iraqi Mosques/Religious Friends or Family Arabic Iraqi Leaders 2009 2011 2012 20Sample Size varied for each year and source depending on the number of respondents who reported using the source for news.
  21. 21. Ethical journalists has become the most important quality for respondents regarding journalism in Iraq Importance of Journalistic Qualities (combined 4 or 5 on 5-point scale) Journalists are ethical News without any influence from governments or political groups Journalist cover key events and issues Detailed and important source of political news Credibility in reporting regional/international news News reflects a balanced coverage, presenting all sides of issues Reporting is fair, objective and well-sourced Detailed and important source of social, art, culture news Journalist and editors do not practice self-censorship A broad spectrum of social interests and minorities represented in the media Detailed and important source of sports news 0% 10% 20% 30% 40% 50% 60% 70% National North Central South 21Sample SizeNational = 3502 | North = 573 | Central = 1659 | South = 1270
  22. 22. Journalistic freedom is important in Iraq – Iraqis in the central provinces perceive conditions to be worse than those from other parts of Iraq. Conditions of Journalism in Iraq (combined very good and somewhat good) Journalism in Iraq is free from official censorship Local journalists are able to cover the news free from intimidation Journalists and media outlets are free from intimidation Journalism is able to present news and information with an independent voice Foreign journalists are able to cover the news free from intimidation Media coverage presents a variety of political and social viewpoints Journalist in Iraq are free to present an independent perspective on the news 0% 10% 20% 30% 40% 50% 60% 70% 80% National North Central South 22Sample SizeNational = 3502 | North = 573 | Central = 1659 | South = 1270
  23. 23. TV Viewership and Broadcaster Trust 23
  24. 24. Iraq Weekly TV Viewership and Level of Trust 68% 58% 57% 56% 44% 43% 42% 41% 41% 41% 40% 39% 31% 26% 22% 15% 15% 15% 13% 3% 2% 2% 0% 0% Al-Sharqiya TV MBC 1 Al-Iraqia Al-Arabiya Al-Sumaria TV Melody TV Al-Baghdadia LBC Al Jazeera Rotana Cinema Al-Hurra Dubai TV Viewership: Percentage of respondents who report watching the channel „yesterday‟ or „within the past seven days‟ 24Sample Size Trust: Percentages for the question “Which television channels do you trust the most for news and information?” (Total of three mentions)National = 3502
  25. 25. Northern Iraq: Kurdistan Satellite TV (61%) is the most watched TV station for news and information Northern Iraq Weekly TV Viewership and Level of Trust 61% 57% 57% 54% 54% 51% 48% 48% 47% 44% 43% 40% 34% 34% 16% 8% 6% 7% 5% 1% Kurdistan Satellite Gali Kurdistan KurdSAT (PUK TV) Speda Channel Payam TV Korek Channel Jamawer Channel KNN TV Zagros TV NRT Channel TV Channel (PDK TV) Viewership: Percentage of respondents who report watching the channel „yesterday‟ or „within the past seven days‟ 25Sample Size Trust: Percentages for the question “Which television channels do you trust the most for news and information?” (Total of three mentions)North = 573
  26. 26. Central Iraq: Al-Sharqiya is the most watched station for news and information Central Iraq Weekly TV Viewership and Level of Trust 78% Viewership 68% Trust 64% 63% 54% 53% 48% 48% 48% 48% 38% 29% 23% 19% 18% 8% 6% 3% 0% 0% Al-Sharqiya Al-Arabiya Al-Iraqia MBC 1 Al Jazeera Al-Baghdadia Al Rasheed Abu Dhabi TV Rotana Melody TV TV TV Cinema Viewership: Percentage of respondents who report watching the channel „yesterday‟ or „within the past seven days‟ 26Sample Size Trust: Percentages for the question “Which television channels do you trust the most for news and information?” (Total of three mentions)Central = 1659
  27. 27. Southern Iraq: Al-Iraqia and Al-Sharqiya are the two most watched TV channels for news and information Southern Iraq Weekly TV Viewership and Level of Trust 66% 61% 58% 53% 52% 50% 47% 43% 41% 35% 32% 30% 21% 17% 11% 4% 1% 2% Al-Sharqiya TV Al-Iraqia MBC 1 Al Fayha TV Al Anwar TV Al-Arabiya Al-Sumaria TV Al-Forat LBC Viewership: Percentage of respondents who report watching the channel „yesterday‟ or „within the past seven days‟ 27Sample Size Trust: Percentages for the question “Which television channels do you trust the most for news and information?” (Total of three mentions)South = 1270
  28. 28. Radio Listenership and Broadcaster Trust Radio listenership is relatively low compared toTV, however its importance in delivering news isclear – as with TV, low levels of trust are evident. 28
  29. 29. Iraqis listen to a variety of radio programs– Radio Programs Listened to at Least Once a Week News Music/Songs Religious programs Talk shows Sports Radio Drama 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% National North Central South 29Sample SizeNational = 3502 | North = 573 | Central = 1659 | South = 1270
  30. 30. Nationally, Radio Sawa is the most listened radio station in Iraq on a weekly basis 35% 33% Iraq Weekly Radio Listenership and Trust 30% 25% 25% 20% 19% 19% 18% 18% 17% 17% 15% 15% 14% 11% 10% 8% 9% 9% 8% 7% 7% 7% 6% 6% 5% 5% 5% 4% 3% 0% Radio Sawa Baghdad Radio Radio Nawa Al-Iraqia Radio London (Arabic) Monte Carlo SumerRadio Daru al-Salam RadioKDP (Voice of Kurdistan) People Voice of America BBC Radio Radio FM Al-Mustaqbal (Future Radio) of the PUK (Voice of Kurdistan) Listenership: Percentage of respondents who report listening to the station „yesterday‟ or „within the past seven days‟ 30Sample Size Trust: Percentages for the question “Which radio stations do you trust the most for news and information?” (Total of three mentions)National = 3502
  31. 31. Northern Iraq: Radio Nawa is the most listened to radio station – followed closely by KDP and PUK 40% Northern Iraq Weekly Radio Listenership and Trust 36% 35% 32% 30% 28% 28% 28% 28% 25% 24% 22% 20% 17% 15% 12% 12% 12% 11% 10% 8% 9% 9% 8% 6% 4% 5% 5% 0% Radio Nawa KDP PUK Zagros Radio Radio Sawa Dangi Hawler Voice of Radio Monte BBC London Al-Iraqia Radio America Carlo (Arabic) Listenership: Percentage of respondents who report listening to the station „yesterday‟ or „within the past seven days‟ 31Sample Size Trust: Percentages for the question “Which radio station do you trust the most for news and information?” (Total of three mentions)North = 573
  32. 32. Central Iraq: Radio Sawa and Baghdad Radio remain the top two stations for weekly radio listenership in the central provinces 45% Central Iraq Weekly Radio Listenership and Trust 40% 39% 35% 30% 27% 24% 25% 23% 22% 20% 17% 17% 17% 15% 15% 15% 15% 16% 15% 14% 13% 11% 10% 10% 8% 8% 7% 5% 5% 5% 0% Radio Sawa Baghdad Radio Radio NawaBC London (Arabic) B Al-Iraqia Radio Radio Sumer FM Monte Carlo Daru al-Salam Radio (Future Radio) Radio Radio Al-Mustaqbal Aur FM Demozy FM Listenership: Percentage of respondents who report listening to the station „yesterday‟ or „within the past seven days‟ 32Sample Size Trust: Percentages for the question “Which radio station do you trust the most for news and information?” (Total of three mentions)Central = 1659
  33. 33. Southern Iraq: Al Iraqi and Baghdad Radio join Radio Sawa as the key stations in the region in terms of weekly listenership 40% 38% Southern Iraq Weekly Radio Listenership and Trust 35% 30% 30% 26% 24% 25% 22% 20% 20% 17% 15% 14% 13% 10% 9% 9% 10% 8% 8% 7% 7% 6% 5% 4% 3% 1% 0% Radio Sawa Al-Iraqia Radio Baghdad Radio BBC London Radio Daru al- Radio Nawa Idha at Radio Monte Al Mirbad Radio Iraq al (Arabic) Salam Baghdad/ Idha Carlo Hur (Radio Free at Basra Iraq) Listenership: Percentage of respondents who report listening to the station „yesterday‟ or „within the past seven days‟ 33Sample Size Trust: Percentages for the question “Which radio station do you trust the most for news and information?” (Total of three mentions)South = 1270
  34. 34. Print Media in IraqNewspaper readership is lowest used of the mediums surveyed. 34
  35. 35. Nearly two-thirds of Iraqis are not reading newspapers Frequency of Newspaper Readership 61% 12% 12% 8% 7% Daily or almost Several times a Once a week Less than once Do not read at every day week a week all 35Sample SizeNational = 3502
  36. 36. The two most read newspapers are Azzaman and Al Sabah, with more than double the mentions of the next most read paper 35% 33% Newspaper Read Most on a Regular Basis 30% 30% 25% 20% 15% 14% 12% 11% 10% 7% 6% 6% 6% 6% 5% 0% Al-Sabah Azzaman Al-Mada Al-Sabah Al-Jadid Al-Atihad Al-Bayna Al-Bayan Rodaw Al-Muatamar Al-Adala 36Sample SizeNational = 1352
  37. 37. Internet Usage in Iraq 37
  38. 38. Four of the top five computer activities are “social” in nature Computer Activities (Everyday or At least once a week) Social networking Browse the internet with no specific purpose Send/Receive Email Send/Receive Instant Messages Communicate with chat or news groups Search Engines To find out the latest news Personal/research purposes Downloading or watching video Downloading or Listening to Music School/research purposes Work related purposes Purchase goods or services with phone credits 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% National North Central South 38Sample SizeNational = 1534 | North = 224 | Central = 812 | South = 498
  39. 39. Weekly computer use for almost all activities increased from 2011 to 2012, with a 22% increase in social networking activity Computer Activities - 2011 to 2012 Social Networking 42% 64% Browse the Internet 51% 63% Send/Receive Email 47% 60% Send/Receive Instant Messages 40% 55% Communicate with chat/news groups 37% 53% Search Engines 31% 45% Get the Latest News 40% 40% Personal/Research 29% 40% Download or Watch Video 37% 37% Download or Listen to Music 40% 31% School/Research 6% 2011 2012 28% Work Related 10% 23% 0% 10% 20% 30% 40% 50% 60% 70%Sample Size 392012 = 1535 | 2011 = 1407
  40. 40. Facebook is by far the leading social network service in Iraq – with more than twice the accounts registered with Maktoob, Twitter or YouTube Social Network Account Ownership in Iraq (for those who mentioned using the computer for social networking) Facebook Twitter YouTube Maktoob Yahoo Google MySpace 0% 10% 20% 30% 40% 50% 60% 70% 80% National North Central South 40Sample Size Note: Only respondents who mentioned using the computer for social networking were askedNational = 1387 | North = 178 | Central = 720 | South = 489 which network or networks they had accounts with
  41. 41. While Google and Yahoo are generally popular traditional web destinations – Facebook and Maktoob (social networking sites) are ranked prominently as a source of news and information in Iraq Top Websites by Weekly Visits (‘Yesterday’ or ‘Within the last seven days’) Facebook 22% Yahoo (www.yahoo.news.com) 22% Google (news.google.com) 20% Maktoob (www.maktoob.com) 13% Hotmail (www.hotmail.com) 9% Al-Jazeera (www.aljazeera.net) 6% Al-Arabiya (www.alarabiya.net) 5% BBC Arabic (bbcarabic.com) 5% Al Hurra (www.alhurra.com) 5% Radio Sawa (www.radiosawa.com) 3% www.alsharqia.com 3% Sot al Iraq (www.sotaliraq.com) 3% Radio Nawa (www.radionawa.com) 3% Kitabat (www.kitabat.com) 3% www.koora.com 3% Elaph (www.elaph.com) 2% 0% 5% 10% 15% 20% 25% 41Sample SizeNational = 3502
  42. 42. Mobile Media in Iraq 42
  43. 43. A majority of respondents (57%) use their mobile phones to communicate with SMS messages Mobile Phone Uses (everyday or at least once a week) To make phone calls 98% Send/Receive SMS messages 57% Listen to downloaded music 34% Send and receive photos 24% Send status updates (Social networks) 19% Send and receive videos 16% Listen to radio broadcasts 15% Read news, via SMS from news orgs 7% Pay for products or services 4% Other 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 43Sample SizeNational = 3502
  44. 44. About a fifth of Iraqis own more than one mobile phone – their phone is typically considered their own personal phone versus sharing it with others 3 or more Do not own My personal phone (no handsets 2% one else uses it) 4% 9% 8% 2 handsets I share a phone with 16% others in my house 1 handset 78% The phone is owned by 83% the head of the household Handset Ownership in Iraq Mobile Ownership in Iraq 44Sample SizeNational = 3502 | Mobile Phone Owners = 3440
  45. 45. New Media Youth in IraqIraqis between 15 and 24 years old make up more than a third of the population – this younger generation utilize the internet for news and information and social interactions are an important part of staying informed. 45
  46. 46. New Media Youth in IraqIn this survey we describe New Media Youth as 15-24 year old Iraqis using at least one ofthe following on a weekly basis: • Internet Blogs • News Organizations on the Internet (National/International – Al Jazeera, BBC, etc.) • Social Networks on the Internet (Facebook, Maktoob, Twitter, etc.) • Mobile Phone/PDA SMS from an official news organization • Mobile Phone/PDA SMS from an information source (Friends and Family)568 (weighted)/759 (unweighted) out of 3502 respondents fit the profile of a New MediaYouth 46
  47. 47. New Media Youth, based on their selection, use social media and the Internet at higher rates than the general population. Interestingly, the New Media Youth also use friends and family for news and information at more nearly double the percent of the national sample. All Others New Media Youth Iraq TV 97% 98% International TV (Arabic) 89% 93% International TV (non-Arabic) 8% 7% Iraq Radio 42% 50% International Radio (non-Iraqi) 27% 37% Iraqi Newspaper (Arabic) 20% 18% Intl Newspaper (non-Iraqi) 3% 3% Magazines 7% 9% Friends and Family 43% 84% Mosques/Religious Leaders 22% 18% Internet (Social Networks) 28% 84% Internet (Official News Sites) 22% 76% Blogs 6% 20% Mobile Phone 31% 82% (Friends and Family SMS) Mobile Phone 15% 61% (Official News SMS) 47Sample Size Combined use „Everyday of the week‟ and „At least once a week‟National = 3502 | New Media Youth = 568
  48. 48. The New Media Youth are more interested in topics such as youth concerns, sports, democracy, and science and technology Interest Level (very interested and somewhat interested) by News Topic News about your province Employment News about the rest of Iraq News about local community/neighborhood Corruption Education Crimes Domestic politics Youth concerns Religion International politics Human rights Economic developments in Iraq Women’s concerns Health/medicine Real estate / construction Environment/ecology Business news in Iraq Science and technology Democracy News about neighboring countries Agriculture Sports International news Obituaries 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 48Sample Size National New Media YouthNational = 3502 | New Media Youth = 568
  49. 49. While the general prioritization of journalistic qualities is similar – New Media Youth value news without outside influence as well as balanced, fair, objective and well-sourced reporting more than the National population Importance of Journalistic Qualities (Combined 4 and 5 on 5-point scale) Journalists are ethical 63% 66% News without any influence from governments or political groups 61% 70% Journalist cover key events and issues 57% 64% Detailed and important source of political news 56% 59% Credibility in reporting regional/international news 55% 56% News reflects a balanced coverage, presenting all sides of issues 55% 63% Reporting is fair, objective and well-sourced 55% 63% Detailed and important source of social, art, culture news 46% 50% Journalist and editors do not practice self-censorship 40% 43%A broad spectrum of social interests and minorities represented in the media 38% 39% Detailed and important source of sports news 26% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% National New Media Youth 49Sample SizeNational = 3502 | New Media Youth = 568
  50. 50. For More InformationRegarding The Findings Provided In This Report Contact: Evan Tachovsky IREX 202.628.8188 etachovsky@irex.org www.irex.org Ben Stevenson D3 Systems 703.388.2450 www.D3Systems.com 50
  51. 51. D3 Systems, Inc. 51Proprietary and confidential information © 2011 all rights reserved

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