New survey paints a bleak picture of Zimbabwe’s mainstream media as urbanites shift to online platforms
ONLINE technology is now penetrating urban areas in Zimbabwe compared to mainstream media, a new study has revealed. This is according to the Zimbabwe Media Audience Study (ZMAS), which was carried out by Topline Research Solutions in the first quarter of this year. The survey revealed the dwindling influence of mainstream media in urban areas as a result of online preferences. “This we did as a quantitative study, which means we went around this country. We covered the major
A recent survey conducted in Zimbabwe's urban centers indicates a significant decline in the influence of traditional media outlets. The Zimbabwe Media Audience Study (ZMAS) found that internet access has now surpassed television viewership as the primary source of information. Specifically, online newspaper readership is reported to be three times greater than that of print publications, highlighting a clear shift in how urban Zimbabweans consume news.
This trend matters because it signals a critical need for traditional media organizations and advertisers to adapt their strategies to remain relevant in the evolving digital landscape.
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