A Nationally Representative Assessment on Radio Listening Habits with Key Findings in Five Booster Areas for Internews Stations
Internews commissioned the first nationally representative media survey to be conducted in South Sudan. A well-trained team of over 100 individuals fanned out across the country to talk to its people, often working under extreme conditions and in some of the most inaccessible places in sub-Saharan Africa. A comprehensive sampling methodology was employed to ensure that those surveyed were representative at the national level and by urban and rural strata for the entire population of South Sudan aged 16 and above. In total, approximately 3,300 individuals were surveyed across all 10 of South Sudan’s states.
The survey found that radio remains the most accessible source of information for the vast majority of people in South Sudan, though males and younger generations have greater access to radio as well as to other technology-based sources of information.
Clearly, the media sector in South Sudan must adapt to a highly diverse, multi-lingual landscape, and serve a population with information needs that include a unique mix of national and very localized subject matter. At this point, radio is best positioned to do just that; it is the most trusted, widespread, and important source of information in South Sudan.