Media choices in Cambodia
This survey monitors the media consumption habits among the general consumer population in key markets across Cambodia. It is a useful tool to help managers make informed decisions about a rapidly developing market.
Newspapers and magazine:
- About 1 in 5 people claim to read newspapers, but only 1 in 3 read newspapers on a regular basis (at least once a week)
- Local news, national security and homicide/crime reports are the most popular types of articles (newspapers)
- At 73% magazine readership is high, but only 62% read on a regular basis (at least once a month)
- Those living in Phnom Penh and in Kampong Cham read magazines more frequently than in other locations
- Readership rate declines with age
Radio:
- Slightly more than 70% of people listen to radio
- Listening to radio is a relatively common activity with 46% of people listening everyday
- Radio is most commonly listened to at home or occasionally at a friends / relatives / neighbours’ house
- There are three listening peak times: early morning (6am-8am), noon time (11.30am-1.30pm) and evening time (8pm-10pm)
- The most popular programmes for these hours are news and song requests
TV:
- TV viewership is universal across age, gender, education; nearly 100% of the population watch TV every day with 68% of them watching TV more than two hours per day
- People are more likely to watch TV during the weekend when they have more free time
- CTN dominates the airwaves across Cambodia with TV5 as the second most popular terrestrial channel in the market
- In its first six months, MyTV has already made significant inroads in the TV market
Internet:
- Internet usage is very limited with 9.8% overall usage and up to 18.8% in Phnom Penh. The young people, who are better educated and often still studying, represent the core internet users
- It is very clear that the key reasons for using the internet are primarily for browsing/searching information and emailing. More sophisticated usage is secondary
- Usage is mostly outside home (internet cafés mainly) and in the morning during the weekend (8.30am-10am)
Source: www.indochinaresearch.com Methodology: N=1,100 household face-to-face interviews within a 25-km radius of the 5 major cities of Phnom Penh, Battambang, Siem Reap, Kampong Som and Kampong Cham. All respondents aged 15-50, no interview quotas. Fieldwork conducted in June 2009.
