MEDIA CONSUMPTION HABITS IN NEPAL
18TH FEB 2024
ABOUT US: AVANT GARDE SOLUTIONS PRIVATE LTD
ABOUT US: AVANT GARDE SOLUTIONS PRIVATE LTD
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We specialize in market research, social research,
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A research and consulting firm
We have been in operation since 2010
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OUR CLIENTS
OUR CLIENTS
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OUR CLIENTS
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Introduction
RESEARCH PURPOSE
Media consumption is a powerful tool for personal enrichment and collective
discourse, engaging individuals with content ranging from news to entertainment.
This consumption informs their understanding of the world, shaping cultural
preferences and societal perspectives.
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Research Objectives
RESEARCH OBJECTIVES
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To comprehend media consumption habits and preferences across
demographics in Nepal, providing insights for media organizations and
policymakers to adapt to changing trends.
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METHODOLOGY
METHODOLOGY
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Research Design
Sample Size
Data Analysis
Quantitative data with
the survey questionnaire
819 respondents from 32
districts in seven
provinces of Nepal.
Descriptive statistics
using Excel and SPSS.
Data Collection
Procedure
Computer Assisted Personal
Interview (CAPI) with
respondents.
FINDINGS
How
are theARE
following
media In Nepal?
HOWtrustworthy
TRUSTWORTHY
THE FOLLOWING
MEDIA IN NEPAL?
50%
45%
44% of respondents stated radio is trustworthy.
44%
44%
41%
40%
37%
35%
30%
26%
25%
20%
15%
10%
5%
0%
Radio
Television
Newspapper
Word of mouth
Social Media
What
areARE
yourYOUR
preferred
media for news
in Nepal?
WHAT
PREFERRED
MEDIA
FOR NEWS IN NEPAL?
80%
73%
73% of respondents prefer social media for
news.
70%
60%
50%
40%
36%
30%
23%
18%
20%
11%
10%
0%
Social Media
Television
Radio
Famalies
Newspapper
WHAT ARE YOUR PREFERRED MEDIA FOR NEWS IN THE PROVINCES
What Are your preferred media for news in the provinces of Nepal?
OF NEPAL?
48% of respondents who are from
Koshi province prefer television
for news.
18%
13%
58%
24%
Gandaki Province
Koshi Province
66%
30%
48%
80%
19%
81%
16%
18%
Lumbini Province
7%
2%
12%
Madhesh Province
45%
17%
79%
26%
27%
0%
74%
Karnali Province
23%
40%
57%
26%
12%
Bagmati Province
12%
7%
38%
Sudurpashchim Province
13%
38%
40%
73%
0%
Word of Mouth
20%
Newspaper
40%
Television
60%
Radio
80%
58%
100%
Social Media
0%
Word of Mouth
10% 20% 30% 40% 50% 60% 70% 80% 90%
Newspaper
Television
Radio
Social Media
WHAT ARE YOUR PREFERRED MEDIA FOR NEWS IN NEPAL BASED ON
Which
are the most frequent activities performed in smartphones?
GENDER?
80%
75%
74%
70%
74% of female respondents
prefer social media for news.
60%
50%
40%
35%
37%
30%
25%
21%
20%
19%
16%
13%
8%
10%
0%
Social Media
Television
Radio
Male
Female
Word of Mouth
Newspaper
What
are
your
preferred
media for
newsFOR
in Nepal
on employment
WHAT
ARE
YOUR
PREFERRED
MEDIA
NEWSbased
IN NEPAL
BASED
level?
ON EMPLOYMENT LEVEL?
120%
100%
80%
100% of retired respondents
prefer newspapers for news.
96%
100%
82%
79%78%
62%
56%
60%
43%
40%
31%
22%20%23%
12%
20%
40%
24%
38%
29%
25%
15%
12%
31%
22%
14%14%
6%
0%
Social Media
Radio
Student
Newspaper
Unemployed
Part Time
Television
Full Time
Retired
Word of Mouth
What
are
your
preferred
media for
newsFOR
in Nepal
based
on family
WHAT
ARE
YOUR
PREFERRED
MEDIA
NEWS
IN NEPAL
BASED
income?
ON FAMILY INCOME?
30% of respondents whose income
level is less than 10,000 prefers
word of mouth for news.
30%
17%
Less than 10,000
19%
58%
35,001-50,000
3%
26%
11%
13%
71%
86%
25%
14%
37%
10,000-20,000
50%
50,001-100,000
7%
23%
21%
21%
67%
82%
19%
21%
24%
37%
20,001-35,000
More than 100,000
10%
11%
19%
29%
77%
0%
10%
Word of Mouth
20%
30%
Newspaper
40%
50%
Television
60%
Radio
70%
80%
Social Media
79%
90%
0%
Word of Mouth
20%
Newspaper
40%
Television
60%
Radio
80%
100%
Social Media
WHAT ARE YOUR PREFERRED MEDIA FOR NEWS IN NEPAL BASED
Which are the most frequent activities performed in smartphones?
ON URBANICITY?
80%
76%
72%
70%
72% of rural respondents prefer
social media for news.
60%
50%
41%
40%
29%
30%
22%
25%
20%
20%
16%
13%
7%
10%
0%
Social Media
Television
Radio
Urban
Rural
Word of Mouth
Newspaper
WHAT
ARE
YOUR
PREFERRED
MEDIA
NEWS
IN NEPAL
BASED
What
are
your
preferred
media for
newsFOR
in Nepal
based
on urbanicity?
ON EDUCATIONAL LEVEL?
120%
96%
100%
84%
80%
96% of respondents with
bachelor’s degrees prefer social
media for news.
69%
60%
54%
46%
40%
43%
41%
34%
30% 28%
29%
17% 19%
20%
26%
22%
15% 16%
14%
1%
5%
0%
Social Media
Less than Primary Eduaction
Radio
Primary Education
Television
Secondary Education
Word of Mouth
Newspaper
Bachelor's Degree or Equivalent
WHAT
ARE
YOUR
PREFERRED
MEDIA
NEWS
IN KOSHI
PROVINCE
What
are
your
preferred
media for
newsFOR
in koshi
province
of Nepal?
OF NEPAL?
90%
81%
80%
70%
48% of respondents from Koshi
province prefer television for
news.
60%
48%
50%
40%
30%
19%
20%
18%
13%
10%
0%
Social Media
Television
Radio
Word of Mouth
Newspaper
WHAT
ARE
YOUR
PREFERRED
MEDIA
NEWS INprovince
MADHESH
What
are
your
preferred
media for
newsFOR
in Madhesh
of Nepal?
PROVINCE OF NEPAL?
80%
74%
70%
60%
50%
40%
30%
26%
26% of respondents from
Madhesh province prefer radio
for news.
20%
12%
7%
10%
2%
0%
Social Media
Radio
Television
Word of Mouth
Newspaper
WHAT ARE YOUR PREFERRED MEDIA FOR NEWS IN BAGMATI
What are your preferred media for news in Bagmati province of Nepal?
PROVINCE OF NEPAL?
Newspaper
12%
Radio
13%
Word of Mouth
26%
Television
38%
73% of respondents from
Bagmati province prefer
social media for news.
Social Media
73%
0%
20%
40%
60%
80%
WHAT ARE YOUR PREFERRED MEDIA FOR NEWS IN GANDAKI
What
are your preferred media for news in Gandaki Province of Nepal?
PROVINCE OF NEPAL?
90%
80%
80%
70%
58% of respondents from
Gandaki province prefer word
of mouth for news.
66%
58%
60%
50%
40%
30%
30%
24%
20%
10%
0%
Social Media
Television
Word of Mouth
Radio
Newspaper
WHAT
ARE
YOUR
PREFERRED
MEDIA
NEWS IN
LUMBINI
What
are
your
preferred
media for
newsFOR
in lumbini
province
of Nepal?
PROVINCE OF NEPAL?
Word of Mouth
16%
Radio
17%
Newspaper
18% of respondents from
Lumbini province prefer
newspaper for news.
18%
Television
45%
Social Media
79%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
WHAT
ARE
YOUR
PREFERRED
MEDIA
NEWS IN
KARNALI
What
are
your
preferred
media for
newsFOR
in Karnali
province
of Nepal?
PROVINCE OF NEPAL?
60%
57%
50%
40%
40%
30%
40% of respondents from
Karnali province prefer
radio for news.
27%
23%
20%
10%
0%
Social Media
Radio
Word of Mouth
Television
What
are
your
preferred
media for
newsFOR
in Sudurpashchim
province of
WHAT
ARE
YOUR
PREFERRED
MEDIA
NEWS IN SUDURPASHCHIM
Nepal?
PROVINCE OF NEPAL?
70%
60%
58%
58%
40% of respondents from
Sudurpashchim province prefer
radio for news.
50%
40%
40%
30%
20%
12%
10%
7%
0%
Social Media
Television
Radio
Word of Mouth
Newspaper
CONCLUSION
Despite social media being the most favored for news consumption, radio and television are
considered the most reliable sources.
People with higher education, higher incomes, and urban residency prefer modern news sources,
while those with less education, lower incomes, and rural residency tend to prefer traditional
news sources.
THANK YOU
Avant Garde Solutions Pvt. Ltd
Kathmandu, Nepal
AvantSankhamul,
Garde
Solutions
Pvt. Ltd.
info@avantgarde.com.np
Sankhamul,
Kathmandu, Nepal
www.avantgarde.com.np
info@avantgarde.com.np
+977
1 5242340 | 5912340
www.avantgarde.com.np
+977 1 5242340