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    InMind_Internews-media_audience_survey2012-part1_eng InMind_Internews-media_audience_survey2012-part1_eng Presentation Transcript

    • Media Audience Survey 2012 Analytical Report The research was commissioned by the Internews Ukraine Media Project (U-Media) and made possible with the support of the United States Agency for International Development (USAID) . All opinions are responsibility of the research company InMind and do not necessary reflect the opinions of USAID, Internews or the US government. January 2012
    • ContentsResearch goals and objectivesResearch designKey findings1. Use of media in 10 regions of Ukraine2. Specifics of use of print media3. Specifics of use of radio4. Specifics of use of television5. Specifics of use of internetAppendix: Crosstabs 1. Use of media (gender/age differences) 2. Printed press (gender/age differences) 3. Radio (gender/age differences) 4. TV (gender/age differences) 5. Internet (gender/age differences) 6. Usage dynamics 2
    • Research goals and objectives The U-Media project funded research aimed at measuring the use of media in 10 regions of Ukraine and studying citizen’s attitudes towards different types of media. The research quantified people’s satisfaction with all types of regional and national media, consumer preferences regarding different types of media, and showed levels of consumption of different types of media. A special section on media literacy demonstrates citizens’ perceptions of the hidden advertisement (jeansa), the ability to recognize jeansa in regular media content, awareness about owners of the media, and changes in levels of people’s trust in the media. Respondents were also asked if they were aware of and ready for the switch to digital, and about their awareness of the law on access to public information. The research findings for each region are representative considering age and gender breakdown. 3
    • Research designMethodology : Face to face surveyGeography: 10 regions of Ukraine, cities with population over 50 thousandFieldwork timeframes: 18.09 – 19.10. 2012Research target audience: 18-65 years old, consumers of media, citizens ofregionsTotal sample - 4047 (random sampling error less than 1.6%)Sample (by regions): Crimea 400 Kyiv region 417 Vinnytsya region 403 Donetsk region 407 Lviv region 404 Mykolayiv region 407 Zakarpattya region 404 Sumy region 403 Kharkiv region 402 Cherkasy region 400 Random sampling error for each region doesn’t exceed 5% 4
    • Key Findings (1)Use of media1. Ukrainians are rather media-active. More than a half of respondents use several media sources to obtain information; only around one third of them use only one source to get the information they require.2. Respondents named television (87%) as their principal source for obtaining news. In second place is internet (42%), followed closely by printed press, i.e. newspapers and magazines (40%). Radio is the least mentioned as the source of information (30% in the previous 30 day period). The national tendency is that the smaller the city is, the less internet and radio are used to find information. However, consumption of TV and press does not vary considerably according to population size.3. The most media-active people live in the central regions (Vinnytsya, Cherkasy, Kyiv regions). Vinnytsya region residents are the most active consumers of print media (60%) and radio (48%).4. Among all types of media, respondents prefer national ones (consumption is at the level of 80% and higher). The exception is press – consumers of this medium prefer regional newspapers and magazines over national newspapers and magazines. 5
    • Key Findings (2)Print media1. Print media consumers prefer getting their news from regional print media. Print media is most read in Vinnytsya (60%), then Donetsk (50%) and Cherkasy (48%) regions. The regions with the lowers numbers of print consumers are Mykolayiv (34%), Sumy (31%) and Kharkiv (30%) regions. However, with the exceptions of Kyiv and Kharkiv regions, Ukrainians turn more to their regional print media for news (more than 75%).2. The level of satisfaction with print media is rather high; in all indexes it exceeds 60%. The prominent specifics of this source are availability and speed (of regional media). Regional press in general is perceived to be more available in sales points and more quickly available when compared to national newspapers and magazines.Radio1. Radio is the least popular source of news and information – it is used by only 30% of respondents. The highest listening rates occur in Central Ukraine (Kyiv – 40%, Cherkasy – 40%, Vinnytsya regions – 48%). The lowest rates occur in Zakarpattya (22%), Sumy (21%), Donetsk (21%) and Mykolayiv (18%) regions. The most popular radio stations are national stations (82% among all radio listeners). However, in Crimea, Donetsk, Lviv, Zakarpattya and Sumy regions, regional radio stations compete well with national stations, capturing more than 50% of the radio audience.2. Levels of satisfaction with radio as a source of news is rather high in all indexes - higher than 60%. The most attractive feature of radio fro respondents is the speed of news delivery. There are no considerable differences between regional and national stations observed, but as a tendency, regional radio stations are perceived to be a little less current in presenting news and are more likely to present less complete information than their national counterparts. 6
    • Key Findings (3)Television1. Television is preferred by Ukrainians almost equally throughout the nation (between 85 and 93% of respondents use TV as their primary news source). Crimea stands out in comparison the rest of the country – 79% of Crimean respondents named TV as their primary news source. In all regions almost 100% of TV news viewers watch national channels. Regional channels are a little more watched in Lviv (72%) and Donetsk (65%) regions, and are least popular in Sumy (32%) and Cherkasy (38%) regions.2. The satisfaction with TV as the source of news is rather high; in all indexes it exceeds 60%. However, national channels score higher in terms of consumer satisfaction than regional channels.3. Among the 16% who are dissatisfied with the amount of information about their regional events on their regional TV stations, around one third (28%) of those respondents also indicate a lack of news about other regions on their TV stations, and 13% say that news on their regional stations is not true, objective, or reliable.4. The regions most satisfied with the quality of regional news and public political programs are Vinnytsya and Donetsk regions; the least satisfied are citizens of Cherkasy region. 7
    • Key Findings (4)Internet1. More than half (61%) of respondents use the internet to obtain news. The highest internet penetration level is in Kyiv, Kharkiv regions and Crimea. Internet is the least used for news and information in Mykolayiv (40%), Donetsk and Zakarpattya (49%), Sumy (50%), Vinnytsya (51%), Lviv (53%), Cherkasy (55%) regions.2. The main reasons to use internet are checking for personal e-mail, communication in social networks and reading of news (more than 60% of respondents). Also more than a half of respondents (55%) use internet for search of educational information.3. Of the respondents who use the internet for news (61%), 42% of respondents visited internet media sites, and 29% of them visitred regional news internet sites. In general, respondents rather poorly defined what actually is a news internet sites; they often mentioned portals and mail providers or aggregators as channels for obtaining news: Google, Ukr.net, Yandex.4. Among users of internet news sources, the satisfaction level is rather high - on average in all the indexes higher than 70%. The leading advantages of using the internet, according to respondents, are convenience, easiness in use and speed. At this, national internet sources usually receive higher marks compared to regional ones. 8
    • 1. USE OF MEDIA 9
    • Media-activity • 67% of respondents use several or all media sources of information. Nearly one third of respondents use only one source to obtain information. • Television remains the most important source of news for almost 90% of respondents. The level of internet use for information has surpassed both press and radio. Used during the last 30 days By sources of information Havent used media Watched TV channels 86,7% to obtain news 2% All the sources 7% Visited news internet- 42,3% sites Read print media 1 source (newspapers / 39,9% 31% magazines) Several sources 60% Listened to radio 29,7%Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sampleorder to obtain NEWS? 10
    • Media-activity. Differences by settlement types • Regardless of the size of the population center, TV remains the leading source of news. • Internet and radio are used to obtain news in regional centers more than in smaller cities and towns. Regional centers, N=2692 Smaller cities/towns, N=1355 Watched news TV 88% 84%  programs Visited news sites 45% 38% Read news in press 37% 46%  Listened to news on 34% 21%  the radio  - Significantly higher than in regional centers  - Significantly lower than in regional centersQuestion: Please, specify which media sources did you use during the last 30 days in order to N=4047, total sampleobtain NEWS? 11
    • Use of sources by regions • Citizens of Vinnytsya, Kyiv and Cherkasy regions, more than citizens of other regions, use media to obtain news. • Citizens of Mykolayiv, Sumy and Zakarpattya regions use the smallest number of media sources to obtain information. Total 7% 60% 31% 2% Crimea 5% 52%  33% 10%  Zakarpattya 5% 54%  39%  3% Kharkiv 3% 60% 35% 3% Cherkasy 11% 64% 24%  2%  Donetsk 4% 65%  30% 2% Lviv 5% 60% 33% 2% Kyiv 11% 60% 28%  1% Vinnytsya 9%  75%   15% 1%  Mykolayiv 4%  52%  43%  1%  Sumy 2% 55%  43%  Use all the sources Use several sources Use only 1 source Dont use mass media  - Significantly higher than total  - Significantly lower than totalQuestion: Please, specify which media sources did you use during the last 30 days in N=4047, total sampleorder to obtain NEWS? N=~400 in each region 12
    • Media-activity. Regional differences Zakarpattya Mykolayiv Vinnytsya Cherkasy Donetsk Kharkiv Crimea Sumy Kyiv Lviv Watched TV channels 79% 87% 93% 89% 85% 93% 86% 91% 90% 89%  Visited news internet-sites 37% 49% 36%  34% 36%  29% 29%  31% 34%  45% Read print media   37% 42% 60%  50% 43% 34% 40% 31% 30% 48% (newspaper / magazines)   Listened to radio 24% 40% 48%  21% 29% 18% 22% 21%  31%  40%  - Significantly higher than total  - Significantly lower than totalQuestion: Please, specify which media sources did you use during the last 30 days in N=4047, total sampleorder to obtain NEWS? N=~400 in each region 13
    • Usage frequency of different media • Television is the daily source of information for the majority of respondents. • Only 5% of respondents mentioned that they read news in print media every day. Hard to say TV news 7% 4% 19% 62% I never use News internet- Once in half a year and rarer 6% 49% 2% 5% 11% 24% sites Once in 2-3 months 1-2 times a month Print media 8% 37% 8% 7% 5% 17% 14% 5% Once a week Several times a week Radio 10% 46% 7% 5% 3% 10% 16% Every dayQuestion: Please, specify how often do you use each of these media sources to obtain N=4047, total sampleNEWS? 14
    • Usage by regions (at least once per month) Zakarpattya Mykolayiv Vinnytsya Cherkasy Donetsk Kharkiv Crimea Sumy Kyiv Lviv        Television 79% 87% 94% 90% 85% 94% 86% 93% 90% 91%          Internet sites 36% 47% 36% 35% 37% 28% 28% 35% 34% 44%     Print media 37% 43% 61% 51% 43% 39% 40% 41% 28% 49%         Radio 24% 42% 51% 22% 28% 18% 22% 27% 34% 39%  - Significantly higher than total  - Significantly lower than totalQuestion: Please, specify how often do you use each of these media sources to obtain N=4047, total sampleNEWS? N=~400 in each region 15
    • Use of media: national VS regional • Print media remains the main source of regional news. • When using television, news sites and radio, respondents prefer national media. Regional National Watched news TV 41% 98% programs (N=3510) Visited news sites 29% 89% (N=1712) Read news in press 62% 54% (N=1616) Listened to news on 30% 82% the radio (N=1203)Question: Please look at the card and tell me, news provided by which TV channels/ which radio stations/ which print media/ N=4047, total samplewhich NEWS sites did you watch/read/listen to/visit during the last 30 days? 16
    • Number of sources of information used during a week to obtain news Average scores of number of TV channels and sites exceed the median scores, which indicates heterogeneous distribution of respondents who use any given media. Median quantity Average quantity TV channels, N=3510 3 4 Print media, N=1712 2 2 Radio stations, 2 2 N=1616 Internet sites, N=1203 2 3Question: How many TV channels/ radio stations/ print media/ NEWS sites did you watch/read/listen to/visit within the pastweek? 17
    • 2. SPECIFICS OF PRINT MEDIAUSE 18
    • Use of print media to obtain news • More than one half of respondents don’t use print media as a source for news. • The most popular print media are newspapers of regional range, which during the one month were read by 62% of respondents (of those who use print media as a source for news). Use of print media Use of different types of media Read print media 40% Regional media 62% Havent read 60% N=1616 National media 55% Hard to say 1%Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sampleorder to obtain NEWS? 19
    • Distinguishing between regional and national print media • Among all the mentioned regional print media, in 13% of cases actually national media are named. • Among all the mentioned national media, in 20% of cases actually regional media are named. The majority of attribution errors happen in identifying national media - they are more often perceived as regional than vice-versa. Among mentioned regional 87% * 13% * Among mentioned national 20% * 80% * Regional National * % is calculated based on all mentioned regional/national print mediaQuestion: Please name up to three regional/national print media, which you read mostoften? 20
    • Mentioned regional print media • Respondents identified national press as regional press in 13% of cases. Crimea N=134 Vinnytsya N=239 Donetsk N=190 Lviv N=165 Mykolayiv N=118 Vecherniy 41% Vecherniy gorod 33 kanal 58% Aktsent 21% Ekspres 81% 35% Nikolayev Crymskaya 28% Vysolyy pravda Yuzhnaya Crymskaya RIA 57% Kochegarka 14% Zamok 63% pravda 21% 16% gazeta Gomin voli, Zhisn 11% 13% Nikolayevskiy Pervaya Misto 19% Golos voli 21% 11% e novosti crymskaya Vechernyaya Aktsent 10% Vinnychyna 18% 11% Fortuna 11% Vsesvit 9% Makeyevka Respublika 10% Priazovskiy Lvivska Real 10% 6% Nash gorod 7% 7% rabochiy gazeta Zakarpattya N=124 Sumy N=100 Kharkiv N=70 Cherkasy N=160 Vecherniy Vechirni Vash shans 41% 37% 40% RIO 51% Kharkov Cherkasy Panorama 22% Vremya 16% Smila 24%Staryy Zamok 27% Kharkovskiye Perekhrestya 20% 13% izvestiya Aktsent 23% Yevropa- Kharkovskiy 24% Dankor 15% 11% tsentr kuryer Vid A do Ya 15% Sumschyna 6% Bilopilschyna 7% Zakarpatska Cherkaskiy 11% Konotopskiy 9% pravda Simon kray 5% 7% kray% of those reading regional print media 21
    • Mentioned national print media Crimea N=64 Kyiv N=176 Vinnytsya N=61 Donetsk N=45 Lviv N=61Komsomolska 44% Segodnya Semya 29% Fakty 46% ya pravda 48% Fakty 41% Komsomolska Agrumenty i Fakty 28% 24% 10% ya pravda fakty Fakty 31% Argumenty i 25% Argumenty I fakty Agrumenty i Dobryy likar 10% 28% 24% fakty fakty Vecherniy Ukrayinske 23% Komsomolska 10% Obyektiv Kiev 18% slovo 11% ya pravda Segodnya 16% Komsomolska Ekspres 8% Izvestiya 9% 12% Publika 11% ya pravda Poradnytsya 10% Mykolayiv N=77 Zakarpattya N=54 Sumy N=40 Kharkiv N=81 Cherkasy N=112 Fakty 38% Agrumenty i Fakty 70% Fakty 35% 21% Fakty 47% fakty Agrumenty i Agrumenty i 16% Agrumenty i Segodnya 21% 12% fakty 9% Zdoroviy obraz fakty fakty 10% zhyzni Komsomolska Komsomolska Komsomolska 10% 12% 14% ya pravda ya pravda ya pravda Ekspres 7% Uryadovyy 10% Bulvar 9% kuryer Fakty 7% Semya 7% Korresponden 6% Komsomolska Silski visti 9% Rabochaya t 8% Telenedelya 7% 7% ya pravda gazeta% of those reading national print media 22
    • Print media. Regional differences Read print media Havent read • The largest number of respondents reading print media to obtain news is specific for Vinnytsya, Donetsk and Cherkasy regions – from 48 to 60% of questioned respondents. 60% • The least number of respondents using print media to obtain news is specific for Kharkiv, Sumy and 40% Mykolayiv regions – a little over one third of questioned respondents. Vinnytsya 60%  40% Donetsk 50%  50% Cherkasy 48%  52% Lviv 43% 57% Kyiv 42% 58% Zakarpattya 40% 60% Crimea 37% 63% Mykolayiv 34%  66% Sumy 31%  69% Kharkiv 30%  70% Read printed press Havent read  - Significantly higher than total  - Significantly lower than totalQuestion: Please, specify which media sources did you use during the last 30 days in order to obtain N=4047, total sampleNEWS? Print media N=~400 in each region 23
    • Use of national and regional print media in regions Crimea Kyiv Vinnytsya Donetsk Lviv N=148 N=176 N=243 N=203 N=173 Regional media 30% 98% 93% 95% National media 82% 100% 24% 23% 38% Hard to say 4% 1% 0% Mykolayiv Zakarpattya Sumy Kharkiv Cherkasy N=139 N=162 N=126 N=120 N=192 Regional media 85% 78% 77% 57% 85% National media 55% 33% 29% 67% 57% Hard to say 2% 12% 7% 3% 2% 24
    • Satisfaction with regional print media compared to national ones • National print media is more difficult to find in sales points compared to regional press (for non-Kyiv Read print media inhabitants). Probably that’s why national print media 60% 40% have lower scores on the «speedy presentation of information» parameter (74% comparing to 77% in regional print media – the difference is statistically significant). Share of those who completely or rather agree that print media… Regional, N=1007 National, N=880 Provide objective and reliable information 62% 61% Provide information important for me 67% 67% Provide full, complete information 60% 59% Always available in sales points 85% 81%  Issued in periods convenient for me 84% 82% Speedy presentation of information 77% 74%   - Significantly higher than regional  - Significantly lower than regionalQuestion: Please evaluate, to which extent you agree to the following statements about NEWS inregional newspapers and magazines in general. 25
    • Dynamics of satisfaction with regional print media • Satisfaction with printed news decreased: scores on objectivity and reliability of information dropped by 7% from 2009 to 2012. Share of those who completely or rather agree 2009 2010 2011 2012 to… Provide objective and reliable information 69% 66% 59% 62% Provide information important for me 76% 72% 73% 67% Provide full, complete information 75% 71% 59% 60% Always available in sales points 88% 83% 90% 85% Speedy presentation of information 78% 75% 75% 77% * 2009-2011 % of citizens in 8 cities, who had read/ looked through any regional print media during the last 6 months (Cherkasy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Stalkhaniv, Sumy)Question: Please, evaluate, to which extent you agree to the following statements about NEWS inregional newspapers and magazines in general. 26
    • Satisfaction with regional print media by regions Zakarpattya Share of those who Mykolayiv Vinnytsya Cherkasy Donetsk completely or rather agree Kharkiv Crimea Sumy to… Lviv N=134 N=239 N=190 N=165 N=118 N=124 N=100 N=70 N=160 Provide objective and reliable information 72% 65% 64% 65% 51% 69% 76% 63% 54% Provide information important for me 77% 70% 67% 67% 50% 77% 79% 70% 57% Provide full, complete information 74% 69% 61% 61% 54% 65% 62% 60% 48% Always available in sales points 82%  94% 89% 78%  75% 82% 95%  81% 89% Issued in periods convenient for me 83% 89%  86% 73%  72%  84% 97%  87% 91%  Speedy presentation of information 78% 78% 82% 67% 63% 80% 97% 71% 68%   - Significantly higher than total  - Significantly lower than totalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS in N=4047, total sampleregional newspapers and magazines in general. N=~400 in each region 27
    • Satisfaction with national print media by regions Zakarpattya Share of those who Mykolayiv Vinnytsya Cherkasy completely or rather agree Donetsk Kharkiv Crimea that national print media… Sumy Kyiv Lviv N=64 N=176 N=61 N=45 N=61 N=77 N=54 N=40 N=81 N=112 Provide objective and reliable      information 70% 49% 67% 76% 62% 62% 76% 73% 73% 63%   Provide information important for me 91% 57% 67% 80% 64% 57% 78% 68% 77% 70%    Provide full, complete information 88% 47% 72% 78% 61% 56% 70% 63% 69% 60%      Always available in sales points 84% 78% 80% 93% 66% 65% 93% 78% 81% 91%    Issued in periods convenient for me 88% 78% 74% 89% 69% 70% 93% 90% 84% 96%      Speedy presentation of information 81% 68% 74% 87% 66% 66% 85% 88% 74% 81%  - Significantly higher than total  - Significantly lower than totalQuestion: Please evaluate to which extent you agree to the following statements about N=4047, total sampleNEWS in national newspapers and magazines in general. N=~400 in each region 28
    • 3. SPECIFICS OF USE OFRADIO 29
    • Use of radio to obtain news • Only 30% of respondents have used radio to obtain news during the last 30 days. • Of them – another 30% of respondents, of those who have used radio as a source for news during the last 30 days, have listened to regional radio stations. Use of radio Use of different types of media Listened to the radio 30% Regional media 30% N=1203 Havent listened National media 82% 70% Hard to say 4%Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sampleorder to obtain NEWS? 30
    • Recognition of regional and national radio stations • Among all mentioned regional stations, in 21% of cases actually national media were named. • Among all mentioned national media, in 6% of cases actually regional media were named. Among mentioned regional 79% * 21% * Among mentioned national 6%* 94% * Regional National * % is calculated based on all mentioned regional/national mediaQuestion: Please name up to three regional/national radio stations you listen to for 31
    • Mentioned regional radio stations • On average respondents in 21% of cases mentioned national radio stations. Crimea N=48 Vinnytsya N=83 Donetsk N=50 Lviv N=93 Mykolayiv N=16 Trans-M- Radio 4. FM 64% Radio 49% М-FM 16% Lvivska hvylya 65% Vinnytsya Radio 25% Meridian 12% Radio Lviv 26% Nikolayev Krym 13% Misto nad 30% Bugom UR-1 8% Radio Eko-FM 15% Assol FM 6% Takt FM 6% DORPTs 4% Stryy FM 15% Mayak 6% Radio Lider 4% OK FM (TRK Radio Tsentr 4% Galychyna 9% 4% Pilot) Zakarpattya N=64 Sumy N=48 Kharkiv N=32 Cherkasy N=48 Zakarpatye 41% Diva-radio FM 17% FM Ukrainian Radio 1 – Kharkiv 67.13 9% Dalmatin 46% FMRadio 107 FM 39% Suske radio 17% Svit FM 9% М-FM 13% Radio Kharkov 6% Ros FM 33% OTB – 69.2 FM Versiya FM 5% Sloboda 8%% of those listening to regional radio 32
    • Mentioned national radio stations Crimea N=69 Kyiv N=165 Vinnytsya N=155 Donetsk N=48 Lviv N=73 Russkoye Russkoye 26% Shanson 15% 38% Radio Avtoradio 27% Radio Era 26% Shanson 23% Russkoye Nashe radio 13% Hit FM 12% Promin 10% 25% Radio Evropa + 19% Avtoradio 13% UT-1 10% Hit FM 24% Russkoye 10% Melodiya Radio UR-1 10% 15% Best FM 13% Sharmanka 21% Avtoradio 9% Era 9% Hit FM 8% Retro 7% Nashe radio 17% Mykolayiv N=67 Zakarpattya N=53 Sumy N=37 Kharkiv N=94 Cherkasy N=135 Hit FM 17% Russkoye Radio 22% Russkoye Russkoye Hit FM 28% 25% 28% Radio Radio Hit FM 16% Era 15% Russkoye Hit FM 24% Era 16% 23% Era 24% Radio Russkoye М-FM 8% 13% Melodiya 16% Shanson 19% Nashe radio 19% Radio Melodiya 8% Gala radio 13% Nashe radio 10% Era 16% Hit FM Shanson 8% 13% 1st National 8% Melodiya 11% 1st National 9% Shanson 9% Retro 12% FM radio 8%% of those listening to national radio 33
    • Use of radio to obtain news. Regional differences • The highest share of radio usage as a source for news is specific for Vinnytsya, Cherkasy and Kyiv regions – from 40 to 48% (scores in these regions Listened to differ statistically significantly compared to overall the radio scores in the total sample). Havent 30% listened 70% Vinnytsya 48%  52% Cherkasy 40%  60% Kyiv 40%  60% Kharkiv 31% 69% Lviv 29% 71% Crimea 24%  76% Zakarpatty 22%  78% Sumy 21%  79% Donetsk 21%  79% Mykolayiv 18%  82%  - Significantly higher than total  - Significantly lower than totalQuestion: Please specify which media sources did you use during the last 30 days in order to obtain N=4047, total sampleNEWS? Radio N=~400 in each region 34
    • Use of national and regional radio by regions Crimea Kyiv Vinnytsya Donetsk Lviv N=95 N=165 N=195 N=84 N=116 Regional media 50%  37% 58% 79%  National media 74% 100% 83% 61% 68% Hard to say 6% 2% 5% 1% Mykolayiv Zakarpattya Sumy Kharkiv Cherkasy N=72 N=90 N=86 N=123 N=159   Regional media 19%  72% 60% 25%  31%   National media 94% 58%  43%  77% 85%  Hard to say 2% 11% 17% 9%  2%   - Significantly higher than total  - Significantly lower than total 35
    • Satisfaction with regional radio stations compared to national ones • National radio stations have higher scores in parameter of objectiveness and reliability of Listened to the information (65% comparing to 59% in regional radio radio stations). Havent listened 30% 1203 70% Share of those who completely or rather agree that radio stations… Regional, N=359 National, N=985 Provide objective and reliable information 59% 65%  Provide full, complete information 57% 62% Provide information important for me 64% 65% Speedy presentation of information 69% 73%  - Significantly higher than Regional  - Significantly lower than RegionalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS on regionalradio stations in general. 36
    • Dynamics of satisfaction with regional radio stations • The profile of satisfaction with regional radio stations remained unchanged. Share of those who 2009 2010 2011 2012 completely or rather agree regional radio stations… Provide objective and reliable information 64% 63% 63% 59% Provide full, complete information 67% 67% 59% 57% Provide information important for me 65% 64% 71% 64% Speedy presentation of information 74% 71% 78% 69% * 2009-2011 % of citizens in 9 cities, (Cherkassy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Simferopil, Stakhaniv, Sumy)Question: Please, evaluate, to which extent you agree to the following statements about NEWS on regionalradio stations in general. 37
    • Satisfaction with regional radio stations by regions Share of those who Zakarpattya Mykolayiv Vinnytsya Cherkasy completely or rather agree Donetsk Kharkiv Crimea that regional radio Sumy stations… Lviv N=48 N=83 N=50 N=93 N=16 N=64 N=48 N=32 N=48 Provide objective and reliable information 50% 65% 60% 61% 63% 66% 79%  56% 58% Provide full, complete information 42% 61% 58% 65% 50% 72%  71% 56% 58% Provide information important for me 63% 75% 58% 61% 69% 81%  75% 75% 67% Speedy presentation of information 58% 75% 64% 73% 56% 84%  92%  78% 67%  - Significantly higher than total  - Significantly lower than totalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS on regional N=4047, total sampleradio stations in general. N=~400 in each region 38
    • Satisfaction with national radio stations by regions Share of those who Zakarpattya completely or rather agree Mykolayiv Vinnytsya Cherkasy Donetsk that national radio Kharkiv Crimea Sumy stations… Kyiv Lviv N=69 N=165 N=155 N=48 N=73 N=67 N=53 N=37 N=94 N=135 Provide objective and    57% 67% 61% 67% 66% 81% 75% 81% 65% 56% reliable information Provide full, complete  52% 65% 63% 58% 66% 66% 62% 68% 62% 46% information   Provide information 62% 65% 63% 67% 71% 72% 77% 81% 67% 60% important for me   Speedy presentation of 59% 76% 66% 75% 71% 75% 77% 89% 73% 68% information  - Significantly higher than total  - Significantly lower than totalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS on national N=4047, total sampleradio stations in general. N=~400 in each region 39
    • 4. SPECIFICS OF USE OFTELEVISION 40
    • Use of TV channels to obtain news • Almost 90% of respondents within the latest 30 days have watched TV channels to obtain news. • More than 40% of those viewers obtained news from regional TV channels. Use of TV Use of different types of media Havent watched 13% Regional media 41% N=3510 National media 98% Hard to say 1% Watched TV channels 87%Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sample 41
    • Recognition of regional and national TV channels • Among all the mentioned regional TV channels, in 15% of cases actually national media are named. • Among all the mentioned national TV media, in 2% of cases actually regional media are named, which means that most of attribution errors happen when identifying the regional status of media. Among mentioned regional 85% * 15% * * Among mentioned national 2% 98% * Regional National * % is calculated based on all mentioned regional/national mediaQuestion: Please name up to three regional/national TV channels, on which you watchNEWS most often? 42
    • Mentioned regional TV channels • On average respondents named national TV channels by mistake in 15% of cases. Crimea N=149 Vinnytsya N=221 Donetsk N=237 Lviv N=257 Mykolayiv N=196 Nikolayev 31% Chernomorka 71% Vita 67% Donbass TRK 53% ZIK 69% Lviv TB 12th 35th channel 22% VDT-6 60% 27th channel 26% 63% Crym 57% channel Vinnychyna Mart 21% 34% TV Lan 14% (TRK) Zakaz 16% ITV 21% Premyer Saturn 14% 3% NTA /Lvov/ 10% (TRK) 1st municipal 14% Neapol 9% channel Olta 4% Everest 3% Tvoye Misto 3% Zakarpattya N=179 Sumy N=118 Kharkiv N=211 Cherkasy N=140 7th channel 49% 21st channel 49% Vidikon 69% Vikka 76% Simon 37% ATV 39% ATN 11% Tysa 44% Ros 74% OTB KST-1 8% 8% /Kharkov/ Fora 5% M-studio 39% Aktsent TV 7% Antenna-plus 9% Orion 4%% of those watching regional TV channels 43
    • Mentioned national TV channels Crimea N=307 Kyiv N=363 Vinnytsya N=376 Donetsk N=347 Lviv N=343 Inter 82% Inter 61% Inter 81% 1+1 75% 1+1 58% 1+1 54% 1+1 51% 1+1 46% Inter 53% Inter 63% ICTV 36% STB 25% TRK Ukraina 43% STB 33% ICTV 38% STB 30% TRK Ukraina 20% STB 24% ICTV 28% TRK Ukraina 15% STB 31% ICTV 15% ICTV 20% Novyy 20% 5th channel 15% Novyy 15% Mykolayiv N=374 Zakarpattya N=339 Sumy N=361 Kharkiv N=361 Cherkasy N=351 Inter 59% Inter 85% 1+1 64% Inter 58% Inter 56% 1+1 50% 1+1 49% Inter 60% 1+1 44% 1+1 54% ICTV 40% TRK Ukraina 29% ICTV 37% TRK Ukraina 28% STB 26% STB 34% ICTV 27% STB 29% ICTV 23% TRK Ukraina 24% TRK Ukraina 22% TRK Ukraina 22% ICTV 21% STB 16% STB 23%% of those watching national TV channels 44
    • Use of TV channels to obtain news. Regional differences Have watched TV channels Havent watched • Citizens in all regions demonstrate high usage level regarding TV channels for obtaining news – 79% and higher. 13% 87% Vinnytsya 93%  7% Mykolayiv 93%  7% Sumy 91%  9% Kharkiv 90%  10% Donetsk 89% 11% Cherkasy 89% 11% Kyiv 87% 13% Zakarpattya 86% 14% Lviv 85% 15% Crimea 79%  21%  - Significantly higher than total  - Significantly lower than totalQuestion: Please, specify which media sources did you use during the last 30 days in order to obtain N=4047, total sampleNEWS? Television N=~400 in each region 45
    • Use of national and regional television by regions Crimea Kyiv Vinnytsya Donetsk Lviv N=317 N=363 N=376 N=364 N=345 Regional media 47% 55% 65%  72%     National media 97% 100% 100% 95% 99% Hard to say 1% 2% Mykolayiv Zakarpattya Sumy Kharkiv Cherkasy N=379 N=349 N=365 N=362 N=357  Regional media 45% 51% 32% 58%  38%  National media 99% 97% 99% 100% 98% Hard to say  - Significantly higher than total  - Significantly lower than total 46
    • Satisfaction with regional TV channels compared to national ones Have watched TV channels Havent watched • Level of satisfaction with news on national TV channels may be considered much higher compared to the level of satisfaction with news on regional TV channels. N=3510 87% 13% Share of those who completely or rather agree that TV stations… Regional, N=1455 National, N=3451  Provide objective and reliable information 60% 65% Provide information important for me 68% 72%  Provide full, complete information 63% 70%  Speedy presentation of information 73% 78%   - Significantly higher than Regional  - Significantly lower than RegionalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS on regional TV N=4047, total samplechannels in general. 47
    • Dynamics of satisfaction with regional TV channels Satisfaction with regional channels remained unchanged; in general respondents rated regional TV channels above average in all parameters. Share of those who completely or rather agree 2009 2010 2011 2012 that regional TVs… Provide objective and reliable information 68% 61% 66% 60% Provide information important for me 77% 66% 76% 68% Provide full, complete information 76% 68% 64% 63% Programs are aired in periods convenient for me 82% 76% 81% 75% Speedy presentation of information 82% 76% 81% 73% * 2009-2011 % of citizens in 9 cities, (Cherkassy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Simferopil, Stakhaniv, Sumy)Question: Please, evaluate, to which extent you agree to the following statements about NEWS on regional TVchannels in general. 48
    • Satisfaction with regional TV channels by regions Zakarpattya Share of those who Mykolayiv Vinnytsya Cherkasy Donetsk completely or rather agree Kharkiv Crimea Sumy that regional TVs… Lviv N=149 N=221 N=237 N=257 N=196 N=179 N=118 N=211 N=140 Provide objective and reliable    information 52% 63% 62% 67% 56% 69% 71% 59% 55% Provide information important for me 74% 68% 69% 67% 51% 73% 81% 69% 66%  Provide full, complete information 59% 66% 65% 67% 50% 72%  67% 62% 59% Programs are aired in periods convenient for me 63%  76% 81%  71% 58% 75% 85%  75% 73%   Speedy presentation of information 61% 70% 78%  75% 56% 82%  87% 70% 64%   - Significantly higher than total  - Significantly lower than totalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS on regional TV N=4047, total samplechannels in general. N=~400 in each region 49
    • Satisfaction with national TV channels by regions Share of those who Zakarpattya completely or rather agree Mykolayiv Vinnytsya Cherkasy Donetsk that national TVs… Kharkiv Crimea Sumy Kyiv Lviv N=307 N=363 N=376 N=347 N=343 N=374 N=339 N=361 N=361 N=351     Provide objective and reliable information 61% 64% 71% 67% 61% 62% 71% 66% 75% 55%       Provide information important for me 72% 75% 74% 73% 63% 59% 77% 80% 77% 57%       Provide full, complete information 67% 69% 75% 73% 63% 59% 73% 70% 81% 60%         Speedy presentation of information 71% 76% 83% 82% 71% 70% 82% 91% 82% 76%  - Significantly higher than total  - Significantly lower than totalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS on national TV N=4047, total samplechannels in general. N=~400 in each region 50
    • Satisfaction with quality of news and public political TV programs Insufficient information N=231 News about other cities / 28% regions 12% Reliable / objective news 13% 4% 76% Specialized information 7% 8% Analytics 2% News about the country in 2% general I get all the information I need from the news and public Culture news 2% political programs on regional television Information about family / 1% children In news and public political programs I watch on regional television, I sometimes lack information about local events. Other 15% The information about local events I get from the news and Hard to say 33% public political programs on regional television is insufficient for me Hard to sayQuestion: To which extent are you satisfied with the quality of news and public political programs on regional TV channels from N=4047, total samplethe point of your need of information about local events? 51
    • Satisfaction with quality of news and public political TV programs by regions Total sample 76% 12% 4% 8% Vinnytsya 88%  7% 2%3% Donetsk 87%  8% 2% 4% Zakarpattya 79% 13% 3% 4% Crimea 72% 11% 7% 9%  Mykolayiv 71%  20% 5% 4% Lviv 71%  13% 6% 10% Sumy 65%  8%  2% 25%  Kharkiv 65%  15% 6% 14%  Cherkasy 57%  30%  6% 6% I get all the information I need from the news and public political programs on regional television In news and public political programs I watch on regional television, I sometimes lack information about local events. The information about local events I get from the news and public political programs on regional television is insufficient for me Hard to say  - Significantly higher than total  - Significantly lower than totalQuestion: To which extent are you satisfied with the quality of news and public political programs on regional TV N=4047, total samplechannels from the point of your need of information about local events? N=~400 in each region 52
    • 5. SPECIFICS OF INTERNETUSE 53
    • Use of internet to obtain news • More than a half of respondents (61%) use the internet to obtain news. Dont use internet 39% • The largest number of respondents having used internet during the last 30 days to obtain news is in Kyiv and Kharkiv regions, as well as in Crimea (from 57% to 64% of respondents). Use internet 61% Kyiv 64% 36% Kharkiv 60% 40% Crimea 57% 43% Cherkasy 55%  45% Lviv 53%  47% Vinnytsya 51%  49% Sumy 50%  50% Zakarpattya 49%  51% Donetsk 49%  51% Mykolayiv 40%  60%  - Significantly higher than total  - Significantly lower than totalQuestion: Please, specify which media sources did you use during the last 30 days in N=4047, total sample N=~400 in each region 54
    • Internet Use: differences by cities size • There are more internet users among people who live in oblast centers. Ukraine, general sample, Oblast center, N=2692 Other city, N=1355 N=4047 dont use dont use dont use internet internet internet 39% 43% 38%  use internet use internet use internet 62%  57% 61%  - Significantly higher  - Significantly lower than in oblast centersQuestion: How often do you use internet? N=4047, total sample 55
    • Level of internet use Use internet Dont use internet Purposes for use of internet N=2453 39% Check e-mail 66% Visit / communicate in social networks 63% Read / watch news 61% 61% Search for information needed for work / studies 55% Use instant messengers 51% Watch / download movies 47% • The main reasons for going online is checking of e-mails, communication Listen to / download music files 28% 37% of in social networks and monitoring all news (61% of respondents). Watch internet television 20% citizens Play games 19% Listen to radio 9% Create and upload my own content 7% Other 1%Question: How often do you use internet in general? N=4047, total sampleWith what purpose do you use internet most often? 56
    • Internet use: differences by city size • In oblast centers, internet users preferably check email and read news; citizens in smaller cities more download video/audio, play games and watch internet TV. Ukraine, general, N=2453 Oblast centers, N=1668 Other town, N=785 E-mail 66% 67% 64%  Social networks 63% 64% 62% Read/watch news 61% 63% 58%  Infromation for work/studies 55% 56% 53% Instant Message Services 51% 52% 49% Watch/download movies 47% 46% 47%  Listen/download music files 28% 26% 31% Online games 17% 18% 22%  Internet TV 20% 17% 24%  Online Radio 9% 9% 8% Create own content 7% 7% 5%  - Significantly higher  - Significantly lower than in oblast centersQuestion: For which purpose do you use Internet the most? N=2453, Internet users 57
    • Use of internet sites to obtain news (30 day period) • 42% of respondents said they used news sites to obtain news during the last 30 day period. • 29% of them visited regional news sites. Use of internet Use of different types of media Have visited news sites Havent visited 42% 58% Regional media 29% N=1712 National media 89% Hard to say 5%Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sample 58
    • Recognition of regional and national sites • Among all the mentioned regional sites, in 31% of cases actually national media are named. • Among all the mentioned national media, in 2% of cases actually regional sites are named, which means that most attribution errors happened when mistakenly identifying national internet news sites as regional. Among mentioned regional 69%* 31% * Among mentioned national 2% 98%* Regional National * % is calculated based on all mentioned regional/national mediaQuestion: Please name up to three regional/national news sites, which you visit mostoften? 59
    • Mentioned regional sites • On average respondents mentioned national news aggregators in 30% of cases. Crimea N=56 Vinnytsya N=77 Donetsk N=70 Lviv N=81 Mykolayiv N=63 Noviy region 41% VINNYTSYA - 0629.com.ua 30% 47% zaxid.net 25% Niklife 14% INFO 06242.com.ua 30% LIFE-Crimea 18% Novosti Nikolayeva 13% MAYVIN 20% dn.ua 18% ZIK 20% Noviy Sevastopol 9% URA-inform 9% Mykola net 10% Mukachevskaya 20 minutes 16% Donbass-online 7% Ratusha 3% Sevastopol portal 9% 0512.com.ua 6% Novosti Kramatorska 6% Novosti Ukrainy - Drogobych info 3% Novosti goroda 0652.com.ua 4% RIA 8% 4% 5% mediaua.com.ua N Zakarpattya Sumy N=19 Kharkiv N=40 Cherkasy N=68 N=78 news.kh.ua 35% Zakarpatye online 39% shostka.info 21% Pro vse 17% Reporter 31% kharkovforum.co m 30% Mykachevo.net 18% Panorama 16% Panorama 17% objectiv.tv 23% Informational portal Cherkassy 14% Uzhgorod.net.ua - news, business-catalogue, info 10% Sotnya 16% Novyny Zakarpattya 4% 057.ua 18% Dankor 11% M-studio 4% Procherk 13% STATUS QUO Karpatnews 3% (sq.com.ua) 10% 0542 in ua 11%% of those visiting regional sites 60
    • Mentioned national sites Crimea N=122 Kyiv N=203 Vinnytsya N=103 Donetsk N=117 Lviv N=11 Yandex 34% Ukr.net 36% Google 29% Yandex 48% Google 40% Google 27% korrespondent.net 17% Ukr.net 24% Google 35% Yandex 19% Ukr.net 29% Маil.ua 15% Google 15% Ukr.net 11% pravda.com.ua 6% Yandex 23% Yandex 15% Mail.ru 9% Mail.ru 15% Meta 5% pravda.com.ua 8% bigmir.net 8% korrespondent.net 4% gazeta.ua 7%korrespondent.net 13% unian.net 4% Mail.ru 7% Mail.ru 2% Vedomosti 6% unian.net 6% 1-ua 3% Vkontakte 6% Exnews.org 2% Lenta.ru 4% podrobnosti.ua 6% unian.net 1% Rambler 3% pravda.com.ua 4% Social networks 3% obozrevatel.com 4% novosti.ua 3% mediaua.com.ua 1% Vkontakte 3% Odnoklassniki 3% novosti.ua 3% unian.net 3% obozrevatel.com 1% Mail.ru 3% unian.net 3% focus.ua 1% Mykolayiv N=88 Zakarpattya N=97 Sumy N=84 Kharkiv N=122 Cherkasy N=151 Google 51% Google 40% Yandex 29% Google 42% Google 56% Ukr.net 25% Yandex 38% Google 17% Yandex 35% Yandex 33% Ukr.net 16% Yandex 18% Ukr.net 19% Ukr.net 17% Novyy kanal 11% Ukr.net 12% Vkontakte 5% Mail.ru 10% korrespondent.net 3% Meta 6% Mail.ru 11% korrespondent.net 9% Rambler 5% Meta 3% ICTV 5% Rambler 11% Маil.ua 2% Маil.ua 8% Lenta.ru 3% STB 4% Odnoklassniki 2% Mail.ru 6% Novosti dn.ua 2% pravda.com.ua 6% News ua 3% Youtube 2% podrobnosti.ua 2% korrespondent.net 4% novosti.ua 2% Rambler 2% mediaua.com.ua 2% Segodnya.net 2% Premier ua UBR net 2% URA-inform 1% 2% Segodnya.net 2%% of those visiting national sites 61
    • Visiting of news sites. Regional differences • Internet sites as the source for news are most often used in Kyiv and Cherkasy regions - almost half of respondents there use internet to obtain news. Have visited news sites 42% Kyiv 49%  51% Cherkasy 45% 56% Crimea 37%  64% Vinnytsya 36%  64% Lviv 36%  64% Donetsk 34%  66% Kharkiv 34%  66% Sumy 31%  69% Zakarpattya 29%  71% Mykolayiv 29%  72% Significantly higher than total - Have visited news sites Havent visited Significantly lower than total -Question: Please, specify which media sources did you use during the last 30 days in order to obtain N=4047, total sampleNEWS? Internet N=~400 in each region 62
    • Use of national and regional internet media by regions Crimea Kyiv Vinnytsya Donetsk Lviv N=146 N=203 N=147 N=139 N=147 Regional media 37% 52%  51%  57%  National media 85% 100% 70%  86% 79% Hard to say 7% 10% 4% 9% Mykolayiv Zakarpattya Sumy Kharkiv Cherkasy N=116 N=116 N=126 N=137 N=178 Regional media 56%  67%  17%  28%  38% National media 75%  83% 68%  89% 87% Hard to say 11% 4%  27%  8% 5% Significantly higher than total - Significantly lower than total - 63
    • Satisfaction with regional news sites compared to national ones • In general, as a tendency, national news sites tend to have higher scores in satisfaction parameters compared to regional ones. • The exception is made only by scores in information 1700 Have visited news sites reliability (70% in national sites while 73% in regional 42% sites). Share of those who completely or rather agree that internet news sites… Regional, N=503 National, N=1521 Provide objective and reliable information 73% 70% Provide information important for me 76% 79% Provide full, complete information 74% 78%  Easy to find information I need 83% 86% Speedy presentation of information 83% 88%  Convenient to use 84% 91%   - Significantly higher than Regional  - Significantly lower than RegionalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS on N=4047, total sampleregional internet media in general. 64
    • Dynamics of satisfaction with regional news internet sites • No considerable differences are observed within the years. Share of those who completely or rather agree that regional news internet 2011 2012 sites… Provide objective and reliable information 69% 73% Provide information important for me 86% 76% Provide full, complete information 75% 74% Easy to find information I need 88% 83% Speedy presentation of information 89% 83% Convenient to use 94% 84% * 2009-2011 % of citizens in 9 cities, (Cherkassy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopol, Simferopol, Stakhaniv, Sumy)Question: Please, evaluate, to which extent you agree to the following statements about NEWS onregional internet media in general. 65
    • Satisfaction with regional news internet sites by regions Zakarpatty Share of those who Mykolayiv Vinnytsya Cherkasy Donetsk completely or rather agree Kharkiv Crimea Sumy that regional internet news Lviv sites… a N=56 N=77 N=70 N=81 N=63 N=78 N=19 N=40 N=68 Provide objective and reliable information 73% 78% 79% 65% 78% 77% 68% 70% 57%  Provide information important for me 82% 79% 76% 65% 83% 81% 79% 78% 66%  Provide full, complete information 82% 78% 76% 63% 73% 79% 53% 73% 60%  Easy to find information I need 86% 79% 86% 69%  89% 83% 84% 88% 69% Speedy presentation of information 84% 82% 87% 74%  83% 85% 89% 85% 66%  Convenient to use 95% 84% 87% 69%  92%  86% 84% 85% 72%  - Significantly higher than total  - Significantly lower than totalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS on N=4047, total sampleregional internet media in general. N=400 in each region 66
    • Satisfaction with national news sites by regions Zakarpattya Share of those who Mykolayiv Vinnytsya Cherkasy completely or rather agree Donetsk Kharkiv Crimea that national internet news Sumy Kyiv Lviv sites… N=122 N=203 N=103 N=117 N=118N=88 N=97 N=84 N=122 N=151 Provide objective and reliable      information 63% 63% 70% 79% 66% 74% 78% 70% 88% 57%    Provide information important for me 87% 75% 77% 80% 71% 73% 85% 76% 92% 68%     Provide full, complete information 77% 74% 78% 86% 75% 75% 84% 65% 91% 66%    Easy to find information I need 87% 83% 89% 91% 75% 84% 89% 96% 92% 84%     Speedy presentation of information 91% 85% 83% 92% 79% 86% 86% 96% 94% 81%     Convenient to use 93% 90% 84% 93% 79% 91% 95% 98% 94% 88%  - Significantly higher than total  - Significantly lower than totalQuestion: Please, evaluate, to which extent you agree to the following statements about NEWS in N=4047, total samplenational internet media in general. N=400 in each region 67
    • APPENDIX 1: USE OF MEDIA(GENDER/ AGE DIFFERENCES) 68
    • Use of media: print media 18-25 years old 26-35 years old 36-45 years old 46-55 years old 56-65 years old N=1873 N=2174 N=1003 Female N=707 N=877 N=763 N=698 Male Every day 4% 5% 2%  2%  3%  8%  9%  Several times a week 13% 15% 7%  9%  15% 19%  20%  Once a week 15% 18% 10%  16% 19% 19% 21% 1-2 times a month 5% 6% 7% 6% 5% 6% 4% Once in 2-3 months 7% 6% 8%  7% 6% 8% 4% Once in half a year and 9% 7% 8% 8% 9% 7% 8% rarer I never use 40%  35%  50%  43%  35% 28% 27% Hard to say 8% 7% 9% 9% 9% 5%  6%N are weighted based on general population  - Significantly higher than total  - Significantly lower than total 69
    • Use of media: radio 18-25 years old 26-35 years old 36-45 years old 46-55 years old 56-65 years old N=1873 N=2174 N=1003 Female N=707 N=877 N=763 N=698 Male Every day 18% 14%  10%  12% 15% 19%  26%  Several times a week 11% 9% 13%  11% 12% 8%  9% Once a week 2% 3% 5%  3% 2% 2% 1%  1-2 times a month 3% 2% 3% 3% 3% 3% 1%  Once in 2-3 months 5% 4% 5% 4% 6% 5% 4% Once in half a year and 7% 8% 6% 10%  6% 7% 6% rarer I never use 42%  50%  50% 47% 44% 47% 45% Hard to say 11% 9% 9% 10% 12% 9% 8%N are weighted based on general population  - Significantly higher than total  - Significantly lower than total 70
    • Use of media: TV 18-25 years old 26-35 years old 36-45 years old 46-55 years old 56-65 years old N=1873 N=2174 N=1003 Female N=707 N=877 N=763 N=698 Male Every day 60%  65%  37%  56%  63% 75%   83% Several times a week 18% 20% 24%  22%  23%  16%  9%  Once a week 5% 3% 10% 4% 3%  3%  2%  1-2 times a month 2% 2% 3%  2% 1% 0%  1%  Once in 2-3 months 2% 2% 6%  2% 1%  1%  1%  Once in half a year and  2% 1% 2% 4% 1% 1% 1%  rarer I never use 10% 5%  16% 8% 6% 2%  3%  Hard to say 2% 2% 2% 2% 2% 2% 1%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 71
    • Use of media: internet sites 18-25 years old 26-35 years old 36-45 years old 46-55 years old 56-65 years old N=1873 N=2174 N=1003 Female N=707 N=877 N=763 N=698 Male Every day 27%  21% 41%  29%  26% 16%  7%  Several times a week 12% 11% 18%  14%  12% 7%  4%  Once a week 6% 4% 8%  5% 6%  3%  1%  1-2 times a month 1% 2% 2% 3%  2% 1%  1% Once in 2-3 months 1% 1% 1% 2%  2% 1% 0%  Once in half a year and 1% 2% 1%  2% 3%  1% 1% rarer I never use 45%  53% 26%  40%  43%  66%  76% Hard to say 5% 6% 4%  6% 6% 5% 8%   - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 72
    • Use of media: most often used 18-25 years old 26-35 years old 36-45 years old 46-55 years old 56-65 years old N=1873 N=2174 N=1003 Female N=707 N=877 N=763 N=698 Male Print 36%  44% 25%  33%  41% 52%  55%  media  Radio 35% 29% 30% 28% 32% 31% 37%  TV 84% 90%  74%  84%  90%  94%  94%  Internet  47% 38% 69%  51%  46%  27%  14%   - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 73
    • Appendix 2: Print media (gender/ age differences) 74
    • Number of print media used to obtain information 18-25 years old 26-35 years old 36-45 years old 46-55 years old 56-65 years old Female N=293 N=621 N=837 N=157 N=316 N=351 N=340 Male 1 43% 38% 46% 42% 40% 38% 38% 2 32% 31% 25% 32% 36% 29% 32% 3 10% 14% 15% 11% 10% 16% 12%  4 and more 6% 6% 7%  3% 4% 6% 10% Refusal 9% 10% 7% 12% 11% 10% 8%N are weighted based on general population  - Significantly higher than total  - Significantly lower than total 75
    • Preferences in print media: regional VS national years old years old years old years old years old Female N=683 N=933 N=168 N=333 N=355 N=390 N=370 18-25 26-35 36-45 46-55 56-65 Male Regional 62% 62% 52%  65% 62% 66% 60% National 55% 54% 56% 54% 54% 53% 56% Hard to say 1% 1% 3% 1% 1% 1% 1%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 76
    • Attributes: regional print media years old years old years old years old years old Share of those who Female N=258 N=426 N=581 N=217 N=221 N=223 completely or rather agree 56-65 18-25 26-35 36-45 46-55 N=88 Male to… Provide objective and    60% 63% 50% 60% 67% 54% 72% reliable information Provide information 67% 67% 47%  68%  70%  66% 72%  important for me Provide full, complete 59% 62% 55%  63% 58% 55%  69%  information Always available in sales   86% 85% 84% 85% 90% 79% 89% points Issued in periods  85% 83% 80% 82% 88% 80% 87%  convenient for me Speedy presentation of   78% 76% 78% 77% 84% 69% 79% information  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 77
    • Attributes: national print media years old years old years old years old years old Share of those who Female N=505 N=375 N=179 N=191 N=208 N=208 completely or rather agree 18-25 26-35 36-45 46-55 56-65 N=94 Male to… Provide objective and     63% 59% 68% 65% 57% 66% 52% reliable information  Provide information 67% 67% 70% 65% 66% 76% 59% important for me Provide full, complete   61% 57% 59% 63% 56% 62% 55% information Always available in sales    81% 80% 86% 79% 78% 85% 77% points Issued in periods   82% 82% 86% 79% 80% 91% 75% convenient for me Speedy presentation of   74% 73% 74% 76% 72% 83% 63% information  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 78
    • Appendix 3: Radio (gender/ age differences) 79
    • Number of radio stations used to obtain information years old years old years old years old years old Female N=484 N=477 N=151 N=219 N=199 N=169 N=223 18-25 26-35 36-45 46-55 56-65 Male 1 31% 41%  32%  31%  30%  36% 49%    2 22% 24% 23% 28% 19% 21% 22% 3 15% 12% 21% 13% 18%  10% 9% 4 and 9% 6% 7% 8% 9% 9% 4% more   Refusal 23% 17% 19% 19% 24% 24% 15%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 80
    • Preferences in radio stations: regional VS national years old years old years old years old years old Female N=630 N=573 N=186 N=271 N=261 N=222 N=263 18-25 26-35 36-45 46-55 56-65 Male Regional 28% 32% 26% 30% 26% 33% 33%   National 86% 78% 89% 79% 83% 82% 78%     Hard to say 4% 4% 1% 6% 6%  1%  3%   - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 81
    • Attributes: regional radio stations years old years old years old years old years old Share of those who Female N=178 N=181 completely or rather agree 56-65 18-25 26-35 36-45 46-55 N=73 N=48 N=82 N=69 N=88 Male to…   Provide objective and 53% 65% 69% 65% 48% 62% 54% reliable information Provide full, complete  55% 59% 63% 57% 47% 58% 61% information Provide information  64% 65% 74% 62% 57% 68% 64% important for me Speedy presentation of  66% 72% 80% 73% 52% 75% 68% informationN are weighted based on general population  - Significantly higher than total  - Significantly lower than total 82
    • Attributes: national radio stations years old years old years old years old years old Share of those who Female N=183 N=541 N=444 N=164 N=214 N=217 N=206 completely or rather agree 56-65 18-25 26-35 36-45 46-55 Male to… Provide objective and 63% 67% 63% 71% 66% 57% 66% reliable information Provide full, complete 60% 64% 58% 65% 64% 59% 61% information Provide information 63% 68% 51% 71% 69% 64% 68% important for me  Speedy presentation of 70% 77% 69% 75% 73% 76% 71% information  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 83
    • Appendix 4: TV (gender/ age differences) 84
    • Number of channels used to obtain information years old years old years old years old years old N=1230 N=1591 Female N=404 N=658 N=612 N=596 N=551 18-25 26-35 36-45 46-55 56-65 Male  1 8% 7% 12% 9% 5% 8% 4%  2 16% 17% 20% 17% 16% 16% 14%  3 22% 25% 23% 26% 21% 22% 26% 4 13% 12% 9% 10% 13% 16% 13% 5 10% 11% 10% 9% 12% 10% 14% 6 and more 9% 10% 7%  7%  10% 11% 13% Refusal 21% 18% 19% 22% 23% 17% 16%   - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 85
    • Preferences in TV channels: regional VS national years old years old years old years old years old N=1565 N=1945 Female N=499 N=848 N=794 N=717 N=654 18-25 26-35 36-45 46-55 56-65 Male     Regional 39% 43% 31% 41% 42% 46% 45%  National 98% 98% 98% 99% 98% 98% 98%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 86
    • Satisfaction with quality of news on regional channels years old years old years old years old years old Female N=330 N=614 N=841 N=152 N=345 N=333 N=295 56-65 18-25 26-35 36-45 46-55 Male I get all the information I need from the news and public political programs 76% 76% 69% 80% 76% 76% 75% on regional television In news and public political programs I watch on regional television, I sometimes lack information about 13% 11% 17% 9% 10% 13% 14% local events. The information about local events I get from the news and public political programs on regional television is 3% 5% 3% 4% 3% 4% 5% insufficient for me Hard to say 8% 8% 10% 7% 11% 7% 6%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 87
    • Insufficient information in TV news on regional channels Male N=95 years old years old years old years old years old Female N=136 26-35 18-25 36-45 46-55 56-65 N=31 N=45 N=45 N=54 N=56 News about other cities / regions 27% 29% 34% 41%  23% 14% 32%  News about the country in general 2% 2% 1% 5% 1% 3% 2% Analytics 1% 3% 2% 0% 1% 6% 3% Culture news 0% 3% 3% 4%  0% 1% 0% Information about health 0% 0% 0% 0% 0% 0% 1% Information about family / children 1% 1% 3% 1% 0% 1% 1% Specialized information 4% 9% 6% 9% 5% 8% 6% Other 16% 14% 17% 20% 25%  8% 7% Reliable / objective news 18% 10% 3% 8% 16% 19%  15% Hard to say 33% 33% 33% 17% 30% 47%  33%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 88
    • Attributes: news on regional TV channels years old years old years old years old years old Share of those who Female N=330 N=614 N=841 N=152 N=345 N=303 N=295 completely or rather agree 56-65 18-25 26-35 36-45 46-55 Male to… Provide objective and  58% 62% 62% 64% 62% 56% 59% reliable information Provide information 68% 68% 68% 67% 68% 66% 72% important for me Provide full, complete 63% 63% 61% 66% 66% 56% 63% information Programs are aired in 74% 75% 68% 78% 72% 72% 79% periods convenient for me Speedy presentation of 73% 72% 73% 73% 71% 72% 74% information  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 89
    • Attributes: news on national TV channels years old years old years old years old years old Share of those who Female N=330 N=614 N=841 N=152 N=345 N=333 N=295 completely or rather agree 56-65 18-25 26-35 36-45 46-55 Male to… Provide objective and  63% 67% 67% 69% 59% 65% 67% reliable information    Provide information 71% 72% 68% 73% 68% 72% 77% important for me Provide full, complete  69% 71% 70% 73% 68% 68% 73% information Programs are aired in 77% 78% 71% 81% 77% 77% 80% periods convenient for me  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 90
    • Appendix 5: Internet (gender/ age differences) 91
    • Purposes to use internet years old years old years old years old years old N=1216 N=1237 Female N=642 N=800 N=594 N=288 N=129 18-25 26-35 36-45 46-55 56-65 Male Check e-mail  69%  63% 70%  71% 62%  58%  58% Use instant messengers (Skype, ICQ, Google Talk) for online- communication with my friends and relatives 51% 51% 62%  53% 44% 43%  37%  Visit / communicate in social networks, forums 63% 63%  76% 65%  56%  53%  43% Online games  18% 9%  21%  8%   6%  2% 16%  Read / watch news 62% 61%  67%  57% 61% 61% 71% Listen to radio 11% 8%  14%  12% 5%  2%  3%  Watch internet television 22% 17%   23%  24% 16%   11% 12%  Search for information needed for work / studies 57% 54% 60% 55%  53% 55%  42%  Create and upload my own content 9%  5% 8% 8% 7%  3% 1%       Watch / download movies (TV shows, movies, videos) 51%  42% 60% 53% 37% 27%  26%   Listen to / download music files 32%  24% 44%  35% 13% 9%  10% Play games14%  7% 17%  12% 6% 4% 4%   - Significantly higher than total N are weighted based on general population  - Significantly lower than total 92
    • Preferences in news sites: regional VS national years old years old years old years old years old Female N=886 N=826 N=492 N=414 N=193 N=103 N=511 18-25 26-35 36-45 46-55 56-65 Male   Regional 27% 32% 29% 31% 27% 35% 22%  National 91% 87% 86% 88% 93% 90% 88%  Hard to say 5% 5% 6% 5% 3% 6% 6%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 93
    • Number of news sites used to obtain information years old years old years old years old years old Female N=439 N=461 N=291 N=277 N=176 18-25 26-35 36-45 46-55 56-65 N=94 N=62 Male  1 43% 34% 38% 43% 39% 28% 31%    2 26% 27% 21% 22% 34% 32% 39% 3 16% 22% 20% 19% 18% 20% 17%   4 and more 15% 17% 21% 15% 9% 21% 10%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 94
    • Attributes: regional internet sites years old years old years old years old years old Share of those who Female N=144 N=237 N=266 N=157 N=111 18-25 26-35 36-45 46-55 56-65 N=68 N=22 Male completely or rather agree to… Provide objective and 69% 77% 69% 75% 79% 75% 55% reliable information Provide information 74% 78% 72% 77% 75% 86% 66% important for me Provide full, complete 70% 77% 70% 74% 77% 82% 54% information Easy to find information I 79% 86% 84% 85%  82% 79% 76% need Speedy presentation of  81% 86% 82% 86% 85% 83% 70% information Convenient to use 81% 87% 82% 85% 85% 85% 87%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 95
    • Attributes: national internet sites years old years old years old years old years old Share of those who Female N=717 N=804 N=424 N=449 N=384 N=173 completely or rather agree 18-25 26-35 36-45 46-55 56-65 N=90 Male to…  Provide objective and 67% 74% 71% 74% 65% 70% 67% reliable information Provide information 79% 79% 78% 79% 82% 80% 68% important for me Provide full, complete 76% 81% 79% 79% 74% 83% 78% information  Easy to find information I 84% 88% 84% 89% 82% 88% 88% need Speedy presentation of 87% 88% 86% 87% 90% 88% 89% information  Convenient to use 91% 90% 92% 91% 88% 92% 91%  - Significantly higher than totalN are weighted based on general population  - Significantly lower than total 96
    • Appendix 6: Dynamics of use of different media types 97
    • Dynamics of level of reading regional print media 92% 89% 63% 62% 25% 2009 2010 2011 2012 (among those 2012 (of general reading print media) population) * 2009-2011 % of citizens in 8 cities, who had read/ looked through any regional print media during the last 6 months (Cherkasy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Stakhaniv, Sumy)Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sampleorder to obtain NEWS? 98
    • Dynamics of level of listening to regional radio stations 40% 36% 30% 30% 10% 2009 2010 2011 2012 (among 2012 (of general listeners) population) * 2009-2011 % of citizens in 8 cities, who had read/ looked through any regional print media during the last 6 months (Cherkasy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Stakhaniv, Sumy)Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sample 99
    • Dynamics of level of watching regional TV channels 68% 70% 61% 41% 36% 2009 2010 2011 2012 (among TV 2012 (of general viewers) population) * 2009-2011 % % of citizens in 9 cities*, who have watched any regional TV channels during the last month (Cherkasy, Chernigiv, Chernivtsi, Kherson, Rivne, Sevastopil, Simferopil, Stakhaniv, Sumy)Question: Please, specify which media sources did you use during the last 30 days in N=4047, total sample 100
    • Dynamics of level of using regional news internet sites 26% 29% 8% 2011 2012 (among those visiting news 2012 (of general population) sites) *2011 % of citizens in 8 citiesQuestion: Please, specify which media sources did you use during the last 30 days in N=4047, total sampleorder to obtain NEWS? 101
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