This profile uses AudienceScapes data from a nationally representative survey of Tanzania to describe how people of different social groups gather, share and access information through mass media – radio, television and newspapers. We also focus on whether the presence of mobile phones can further augment information dissemination using SMS and mobile radio. Media access and use trends are broken down by region and we profile both national and regional media outlets.

Notably, this report assists development professionals in crafting their communication strategies through mass media conduits. With knowledge of not only how much access to information Tanzanians have, but also what information sources they rely on and trust the most, development practitioners are better equipped to create strategies suited to the local context of their target audience.

Principal investigator(s):
Joachim Bruess, Klara Debeljak (InterMedia)

Data Collection Organization:
Synovate Pan Africa

Survey Period: Jul-12-2008 to Jul-30-2010

Sample:
Sampling frame: 2002 census, carried out in 22 regions of Tanzania. The target population at 2009 was projected to be 23.3 million, with a 48% : 52% Male : Female ratio and a 29% : 71%
Urban : Rural ratio

Sample design: Nationally representative, stratified multistage (5-stages) cluster method

PSU selection: The basic unit available from the report was at Ward level. The wards were defined as the primary sampling units (PSUs), since they are the smallest well-defined geographical units for which population and household data are available from the published report available to the public

Household selection: Households were selected using the ‘left hand rule’ selection methodology, starting from a fixed landmark in each sampling point, using the date to determine the starting house.

Respondent Selection: Where there was more than one eligible respondent in the household, the random selection procedure known as the Kish Grid was used to select the respondent to be interviewed.

Universe:
Both sexes, 15 and more years

Survey procedure: Individual face to face Interview

Sample size: 2000, of which 1,425 are rural and 575 are urban, distributed using Probability Proportionate to Population Size (PPPS) across the regions

Estimated Error: +/-2.2% at 95% confidence level at the national level. It should be noted that the degree of precision will vary (i.e. be higher than +/-2.2%) at the urban and rural levels

Response rate: 53.79%

Weighting: Age Group and Gender