Radio access by gender A TOTAL of 33% males access radio daily compared to 31% females; while 26% males and 24% females indicated that they access the radio a few times a week. On the other hand, 20% females and 24% males do not access the radio at all as illustrated in figure 4 below. However, a general observation on listenership is suggestive of Radio Zimbabwe having a higher listenership in the rural areas and also a considerable footprint in the urban areas as well. has a sizeable listenership in both rural and urban areas. In the urban areas, Star FM seems to have the largest footprint and is popular with younger listeners, driven mainly by the music content and discussion topics of contemporary pop culture talk shows such as the popular “Hot Topic” also known as “Hotsotso”. A number of talk shows were identified as being popular with the rural folk especially on agriculture which is the mainstay for a significant majority as well as other social talk shows such as the popular Tilda Show [6] which Figure 4: Radio access 31 by gender 35 30 2535 24 31 20 2030 33 24 20 1020 10 515 8 13 10 0 Female 5 Never 0 13 10 10 010 26 24 24 1525 8 Everyday Few times a week 1 Few times a month Don’t Know Male Female Less than once a month 1 Male 0 Lees than once a month Never 26 33 Everyday Few times a week Few times a month Don’t know Radio access by age The survey data shows that radio access is high amongst the 30-39 age group at 83%, Radio access by age followed by 40-49 at 82%, 20-29 at 78%, 50-59 at 76%, and 60-69 at 74%. On the other THE radio survey datais shows that 59the at 76%, and 60-69 at 74%. andand the 70-79 60-69 and hand, access low amongst below-20-year-olds and the olds 60-69 age70-79 age radio at access highand among at 38%, 40%, and 50%, groups 38%, is40%, 50%,the respectively, who do not have access togroups the radio. 30-39 age group at 83%, followed by 40-49 at 82%, 20-29 at 78%, 50- Figure5: Radio access On the other hand, radio access is low among the below-20-year- respectively, who do not have access to the radio. Figure 5: Radio access 50% 49% 40% 41% 33% 25% 25% 5% 5% 9% 10% 12% 11% 12% 10% 0% 60-69 70-79 Less than once a month 0% 0% 30-39 40-49 50-59 A few times a week DK [DNR] Every day 0% 0% 0% 1% 1% 1% 0% 20-29 A few times a month 27% 26% 21% 24% 18% 22% 24% 17% 18% 16% 19% 22% 24% 25% 29% 30% 34% 38% 27% <20 80-89 Never 8 Results from this study show that radio is the most accessed and relied upon news source for