2. Media Audience Survey Objectives T HE media audience survey sought to assist different stakeholders in having a clearer understanding of the new media structures and audiences in Zimbabwe, and subsequently help them create content of interest, build better relationships with their audiences and explore new opportunities to generate and diversify their revenue. Specifically, the survey sought to: ■ Categorise the current media sources and structures in Zimbabwe. ■ Analyse dominant media themes (both content-related and marketing-related). ■ Analyse the audience demographics (e.g. area of residence, age and education level, among other factors). ■ Examine the audience’s media preferences and needs. ■ Locate where the media audiences are, both online and offline. ■ Explore the audiences’ level of media and information literacy in Zimbabwe. ■ Identify consumption habits (i.e. how, when, how much, and why people consume the content). ■ Investigate data about issues/topics not covered by the media (gaps in coverage). ■ Examine the trust in the identified media sources and structures among audiences in Zimbabwe. 2