Strategies, a member of the Harris Interactive global network of independent market research firms, has launched a survey it claims is the first to analyse new trends among readers of Jordanian newspapers and magazines, as well as radio station audiences.
Conducted in partnership with international non-profit organisation IREX, the survey recorded the views of nearly 3,000 Jordanians, ranging from executives within the business community, to union and political party leaders, academics, professionals and officials. The study also measured the impact of commercial messages delivered through new media such as mobile phones and e-mail.
Results showed that radio has a much higher penetration (46%) than any other medium – excluding mobile phones – and that more than half (54%) of radio listeners in Jordan are below 29 years of age, with a high proportion ( 21%) of them between the ages of 15-19. According to the firm, readership of daily newspapers is lower than the industry norm.
‘Measuring ad and brand recall, our results challenge the conventional wisdom that print media in Jordan is by default more efficient than audio-visual media,’ comments Muin Khoury, Project Leader and Owner of Strategies.
The study also exposed a lack of awareness on privacy issues, with more than half of respondents who receive commercial mobile text messages, and 53% of respondents who receive spam, not aware of laws regarding prior consent.
The survey was implemented as part of the Jordan Media Strengthening three-year project funded by federal government agency USAID with a $5m budget.
Strategies, originally established in 1997 as an ad agency, offers public policy, socio economic research and opinion polling services, and conducts face-to-face quant and qual research in various Middle Eastern countries.
The firm does not have its own web site, but more details can be found on the Harris Interactive site: www.harrisinteractive.com/globalops/jordan.asp