Table 1.
Media consumption habits across demographic variables.
| Demographic variables | Radio N(%) |
Television N(%) |
Social media N(%) |
NCDC text message N(%) |
||||
|---|---|---|---|---|---|---|---|---|
| Low | High | Low | High | Low | High | Low | High | |
| Age | ||||||||
| 18–28 | 1017 (51.16) | 917 (48.84) | 772 (38.83) | 1216 (61.17) | 271 (13.63) | 1717 (86.37) | 937 (47.13) | 1051 (52.87) |
| 29–39 | 917 (47.89) | 998 (52.11) | 592 (30.91) | 1323 (69.09) | 236 (12.32) | 1697 (87.68) | 955 (49.87) | 960 (50.13) |
| 40–50 | 322 (36.10) | 570 (63.9) | 229 (25.67) | 663 (74.33) | 167 (18.72) | 725 (81.28) | 406 (45.52) | 486 (54.48) |
| 51+ | 113 (33.93) | 220 (66.07) | 90 (27.03) | 243 (72.97) | 89 (26.73) | 244 (73.27) | 153 (45.95) | 180 (54.05) |
| Gender | ||||||||
| Male | 1150 (43.84) | 1473 (56.16 | 881 (33.59) | 1742 (66.41) | 371 (14.14) | 2252 (85.86) | 1269 (48.38) | 1354 (51.62) |
| Female | 1219 (48.59) | 1290 (51.41) | 802 (31.96) | 1707 (68.04) | 392 (15.62) | 2117 (84.38) | 1182 (47.11) | 1327 (52.89) |
| Marital status | ||||||||
| Single | 1379 (50.55) | 1349 (49.95) | 1031 (37.79) | 1697 (62.21) | 356 (13.05) | 2372 (86.95) | 1321 (48.42) | 1407 (51.58) |
| Married | 990 (41.18) | 1414 (58.82) | 652 (27.12) | 1752 (72.88) | 407 (16.93) | 1997 (83.07) | 1130 (47) | 1274 (53) |
| Highest educational level | ||||||||
| None | 22 (24.72) | 67 (75.28) | 73 (82.02) | 16 (17.98) | 76 (85.39) | 13 (14.61) | 67 (75.28) | 22 (24.72) |
| Primary | 13 (29.55) | 31 (70.45) | 31 (70.45) | 13 (29.55) | 40 (90.91) | 4 (9.09) | 33 (75) | 11 (25) |
| Secondary | 314 (44.04) | 399 (55.96) | 290 (40.67) | 423 (59.33) | 203 (28.47) | 510 (71.53) | 332 (46.56) | 381 (53.44) |
| Tertiary | 2020 (47.13) | 2266 (52.87) | 1289 (30.07) | 2997 (69.93) | 444 (10.36) | 3842 (89.64) | 2019 (47.11) | 2267 (52.89) |
| Employment status | ||||||||
| Artisans/daily paid workers | 127 (42.27) | 172 (57.53) | 136 45.48 | 163 (54.52) | 112 (37.46) | 187 (62.54) | 174 (58.19) | 125 (41.81) |
| Business/shop owners | 402 (43.55) | 521 (56.45) | 287 (31.09) | 636 (68.91) | 183 (19.83) | 740 (80.17) | 445 (48.21) | 478 (51.79) |
| Fully employed | 924 (48.05) | 999 (51.95) | 562 (29.23) | 1361 (70.77) | 195 (10.14) | 1728 (89.86) | 926 (48.15) | 997 (51.85) |
| Student/Corpers | 464 (48.43) | 494 (51.97) | 324 (33.82) | 634 (66.18) | 95 (9.92) | 863 (90.08) | 435 (45.41) | 523 (54.59) |
| Unemployed | 452 (43.93) | 577 (56.07) | 374 (36.35) | 655 (63.65) | 178 (17.30) | 851 (82.70) | 471 (45.77) | 558 (54.23) |
| Geopolitical zones | ||||||||
| North-Central | 619 (50.37) | 610 (49.63) | 314 (25.55) | 915 (74.45) | 178 (14.48) | 1051 (85.52) | 601 (48.9) | 628 (51.1) |
| North-East | 376 (54.1) | 319 (45.9) | 274 (39.42) | 421 (60.58) | 138 (19.86) | 557 (80.14) | 344 (49.5) | 351 (50.5) |
| North-West | 215 (34.24) | 413 (65.76) | 215 (34.24) | 413 (65.76) | 125 (19.9) | 503 (80.1) | 280 (44.6) | 348 (55.4) |
| South-East | 189 (33.63) | 373 (66.37) | 186 (33.10) | 376 (66.9) | 82 (14.59) | 480 (85.41) | 270(48.04) | 292 (51.96) |
| South-South | 316 (43.11) | 417 (56.89) | 241 (32.88) | 492 (67.12) | 98 (13.37) | 635 (86.63) | 340 (46.38) | 393 (53.62) |
| South-West | 654 (50.89) | 631 (49.11) | 453 (35.25) | 832 (64.75) | 42 (11.05) | 1143 (88.95) | 616 (47.94) | 669 (52.06) |