Media literacy research among the adult population in Macedonia 2016 December Commissioned by: Agency for audio and audiovisual media services in the Republic of Macedonia Palace Brashnarov Panko, 38 Macedonia Street, 1000 Skopje, Macedonia Phone: 00389 023 103 400 E-mail: [email protected] www.avmu.mk/ Submited by: Target Communications DOOEL St. Nikola Vaptsarov 2, 5th floor, Business Center Building, 1000 Skopje Phone: 00389 2 2700 101, Fax: 00389 2 2700 101 E-mail: [email protected] www.targetcomm.com.mk 2 Contents Methodology ................................................................................................................................. 4 Which electronic equipment do you have in your home and do you use it or not? ................... 8 In the last three months, how often on average did you carry out the following activities? ... 22 Which three activities would you miss the most in a period of one week, if you are not able to practice or use them? ................................................................................................................... 31 How do you receive the TV channels that you use most often? ................................................ 34 What do you mean by watching TV? ........................................................................................... 35 Which three internet activities would you miss the most in a period of one week if you are not able to practice or use them? ................................................................................................ 36 How much is the average weekly internet use by you personally (not by your household)? .. 39 Do different media inform differently about the same event? .................................................. 43 What do you do if you notice major and essential differences in information about the same events? .......................................................................................................................................... 47 When you notice such differences in the way that the same or related information is portrayed by different sources, what do you usually do? .......................................................... 48 To your knowledge, do rules (laws) exist that regulate the following throughout the various media? ........................................................................................................................................... 50 In your media use (when you watch TV, read newspapers, surf the internet, play video games), have you ever thought any of the following? ................................................................ 53 Please tell me the extent to which you agree or disagree with some things that other people have said about television? .......................................................................................................... 55 Do you judge your current computer and internet skills to be sufficient…? ............................. 58 How often do you use the internet for the following activities? ............................................... 63 How many times on average have you pressed ads that you have seen on a website or your e- mail for the information about the product or service advertised? .......................................... 72 How do you obtain information on the Internet? ....................................................................... 73 Which of these procedures do you perform to check the objectivity of the information published on a website that you visit first time ? ....................................................................... 74 In the past year, did you voice your opinion in any of the following ways? .............................. 78 3 Methodology The survey was conducted in the Republic of Macedonia, by contacting representative random sample of 1523 respondents, from the population aged 16 and over. Method of data collection: • “In person” Interview Semi-structured questionnaire, filled by a trained interviewer Three-part stratified representative sample, with stages of selection: • Geo-economic stratum (8 geographical regions) • Type of settlement (urban / rural) • Simple Random Sampling of haushold without replacement (SRSWoR) Period of the survey: • 14.11.2016 until 08.12.2016 Monitoring: • Validity of the questionnaire control • 20% of questionnaires / respondents • Control of consistency and logic control questionnaire • 100% of questionnaires 4 Table 1 Stratified sample of households by regions and settlements and total number of respondents in each settlement Percentage of respondents Region Number of households by region region 0,0027% Vardar 54836 148 East 57896 156 Southwest 50293 136 Southeast 49705 134 Pelagonia 72546 196 Polog 69091 186 Northeast 46296 125 Skopje 163633 442 Table 2 Demographics of respondents expressed in percentages Sex % Male 50,09% Female 49,91% Age % 16-18 7% 19-29 18% 30-39 19% 40-49 17% 5 50-59 16% Over 60 23% Residence % Urban 85% Suburban 1% Rural 14% Етничка припадност % Macedonian 64% Albanian 25% Turk 4% Roma 3% Serbian 2% Bosnian 1% Aromanian (Vlach) 1% Other 0% Personal income % to 12.000 6% 12.0001-24.000 den. 14% 24.001-36.000 den. 10% 36.001-48.000 den. 5% 48.001-60.000 den. 2% Over 60.000 den. 2% Refuses to answer 61% Education % Unfinished primary and primary education 33% Secondary Education 37% University degree 27% Higher degree (MSc, PhD) 3% 6 Occupation % Employed as a civil servant or in public sector 18% Employed in the private sector 32% Employed in civil sector NGO 1% Unemployed 10% Retired 24% Housewife 2% Student 11% Farmer 2% Other 0% Number of household members % Up to 3 members 33% 4 members 42% 5 members 17% Over 5 members 8% Region % Vardar 10% East 10% Southwest 9% Southeast 9% Pelagonia 13% Polog 12% Northeast 8% Skopje 22% 7 Which electronic equipment do you have in your home and do you use it or not? TV Set 77,28% 21,27% 0,79% 0,39% 0,26% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 8 Which electronic equipment do you have in your home and do you use it or not? PC or laptop 41,69% 22,92% 21,93% 13,20% 0,26% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 9 Which electronic equipment do you have in your home and do you use it or not? Tablet 76,17% 10,05% 8,27% 5,19% 0,33% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 10 Which electronic equipment do you have in your home and do you use it or not? Internet access 44,98% 20,81% 21,14% 12,80% 0,26% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 11 Which electronic equipment do you have in your home and do you use it or not? Mobile phone 87,72% 5,06% 6,70% 0,20% 0,33% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 12 Which electronic equipment do you have in your home and do you use it or not? Smart phone 64,15% 29,68% 2,76% 3,22% 0,20% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 13 Which electronic equipment do you have in your home and do you use it or not? MP3 player (ipod or alike) portable media player (ipod alike or Archos) 78,86% 8,67% 6,57% 5,06% 0,85% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 14 Which electronic equipment do you have in your home and do you use it or not? TV connected console (for example Sony PS2, Nintendo WII, Xbox) 92,45% 1,97% 0,92% 2,36% 2,30% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 15 Which electronic equipment do you have in your home and do you use it or not? Handheld/Portable device (for example Nintendo DS, Sony PSP) 91,27% 3,48% 2,33% 0,66% 2,36% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common usage houshold but not used 16 Which electronic equipment do you have in your home and do you use it or not? Radio 62,25% 18,32% 10,44% 7,22% 1,77% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 17 Which electronic equipment do you have in your home and do you use it or not? DVD player/DVD recorder (fixed or portable 36,24% 36,24% 15,63% 10,24% 1,64% In a personal possesion and In a personal possesion but In a possession by the In a possesion by the Not Possesed use not used houshold and common houshold but not used usage 18 Which electronic equipment do you have in your home and do you use it or not? Web-camera (camera attached to the computer device 50,95% 24,82% 13,13% 9,59% 1,51% In a personal possesion and In a personal possesion but In a possession by the In a possesion