Target Group Analysis: Media Habits & Preferences of American Samoans, Sara Krosch

2/28/2009

AMERICAN SAMOA COMMUNITY CANCER N ETWORK

TARGET AUDIENCE ANALYSIS: MEDIA HABITS & PREFERENCES Sara Krosch | amsamccn@gmail.com

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

1

Table of Contents Introduction ................................................................................................................................................................................................................... 3 Survey Aims .................................................................................................................................................................................................................... 3 Respondent Demographics ............................................................................................................................................................................................ 4 Survey Results ................................................................................................................................................................................................................ 5 How have you learned about cancer?.................................................................................................................................................................... 6 How would you like to learn about cancer? ......................................................................................................................................................... 10 What radio station do you listen to most often? Where do you listen most often? ........................................................................................... 15 What local TV station do you watch most often? ............................................................................................................................................... 18 What local newspaper do you read most often? ................................................................................................................................................. 20 Where do you use the internet? ........................................................................................................................................................................... 20 What language do you want cancer information in? .......................................................................................................................................... 21 Using the Survey Results ............................................................................................................................................................................................. 23 Female Planning Table ........................................................................................................................................................................................ 24 Male Planning Tables .......................................................................................................................................................................................... 25

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

2

Introduction The American Samoa Community Cancer Network (ASCCN) conducted a convenience sample survey of over 200 American Samoa residents September – November 2008. The survey consisted of four parts: demographics, impressions of cancer prevention billboards, health beliefs (an adaption of the Multi‐dimensional health Locus of Control surveys), and media habits and preferences. This document reports the results of the demographic and media habits and preferences parts of the survey.

The self‐administered survey was distributed at the 2008 Annual ASCCN Cancer Symposium (September), at community training workshops sponsored by the ASCCN (September – November), at an American Samoa Community Cancer Coalition Policy Skills Training Workshop (October), at the LBJ Billing Office (October), and via the informal networks of ASCCN staff and partners. On most occasions respondents had the opportunity to win a prize (computer flashdrive or a calling card) for completing a survey and all respondents were given a free pen or pencil.

The survey sample was stratified by gender and age group with 100 male and 100 female respondents, 40 from each age group: under age 20; 20 – 29 years; 30 – 39 years; 40 – 49 years; and age 50 and older. Survey data was analyzed for differences between genders, age groups and education groups. Education groups were defined as Less Education (highest attainment being elementary, secondary or 2 year college) and More Education (highest attainment being 4 year college degree or more).

More than 200 residents responded to the billboard evaluation survey however, incomplete surveys were not analyzed. If more than 20 surveys were completed for a gender’s age group, surveys were randomly selected for inclusion. Three (3) survey respondents identified their gender as “Other” (neither male nor female). Given the small, unrepresentative proportion of this demographic, these surveys were not included in the analysis.

Survey Aims The mission of the ASCCN is to reduce health disparities that contribute to increased cancer incidence, morbidity and mortality in American Samoa via research and the support of partners providing education and services.

The survey reported in this document specifically aimed to understand the current media habits and preferences of different segments of the population in order to plan future tailored education and social marketing campaigns.

This report can serve as a program planning guide to decide which communication methods and mediums will best reach different genders, age groups and education level groups in American Samoa. The graphs also serve to illustrate the importance of disaggregating data in order to better understand specific target groups.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

3

Respondent Demographics The following is a summary of the survey respondents’ traits. (A detailed description of these demographics can be found in the ASCCN Cancer Prevention Billboards Evaluation Report, December 2008 by the same author.)

Number Respondents‐ 200, 100 females and 100 males Ages‐ 40 respondents from each age group (20 female, 20 male): under 20 years, 20‐29 years, 30‐39 years, 40‐49 years, and 50 and older Villages‐ Respondents came from 38 of the 65 villages on the island (58%) Claim Religious Affiliation‐ 94% females and 91% males Birth Country‐ 52% American Samoa, 21% Samoa , 21% USA, 4% Other Pacific Island, 2% no response Ethnicity: 81% Samoan, 7% other Pacific Islander, 6% Asian, 4% Caucasian, 2% no response Marital Status: 45% single, 46% married, 3% divorced, 4% widowed, 2% no response Current Employment Status: 55% Employed, 36% Unemployed, 4% Retired, 4% no response Education Status*: 65% Less education, 31% More education, 4% no response Personal Cancer Status: 5% Cancer survivor, 90% Non‐cancer survivor, 5% no response Family Cancer Status: 40% At least one family member diagnosed with cancer, 55% No known family cancer diagnosis, 5% no response *Please refer to page 15 Figure Educational Attainment by Gender in the ASCCN Cancer Prevention Billboards Evaluation Report, December 2008 for more details on education level group gender make up.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

4

Survey Results

How have you learned about cancer?

This graph shows how all females and males recall receiving information about cancer. These results are important to understand what means of education have been successful in the past at reaching different genders.

other workshop school

Both females and males learned about cancer mostly via mass media—TV, radio and newspapers.

survivors church leaders

More females than males recall gaining information about cancer from all means except more males have been reached by church leaders and health outreach in villages.

village outreach hospital Dr/nurse male internet

female

Brochures have reached twice as many females than males.

billboard poster

New media (internet) and interpersonal communication (school, workshops, hospital staff, and cancer survivors) have been successful in reaching at least a quarter of the sample.

brochure newspaper TV

radio 0

20

40

60

80

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

5

Female Age Groups: How have you learned about cancer?

radio TV

20

newspaper brochure poster

15

billboard internet hospital Dr/nurse

10

village outreach church leaders survivors

5

school workshop 0

other F <20

F 20‐29

F 30‐39

F 40‐49

F 50+

When we look at only the female respondents divided into five age groups we can see how successful different mediums for cancer

information have been.

TV, radio and newspapers have been effective means to teach about cancer for females of all ages. Younger generations have received information in school and via the internet.

Workshops have mostly reached women in their 40’s. Women age 50 and older recall the fewest means of cancer messages, possibly reflecting a lack of targeting this audience.

Several studies in American Samoa have recommended working with church leaders to spread cancer prevention messages. But these messengers reached less than 1/4 of the sample.

Hospital staff has been relatively successful at reaching all female age groups.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

6

Male Age Groups: How have you learned about cancer?

radio

20

TV newspaper brochure

15

poster billboard internet

10

hospital Dr/nurse village outreach church leaders

5

survivors school workshop

0 M <20

M 20‐29

M 30‐39

M 40‐49

M 50+

other

Age also makes a difference in male respondents’ answers.

As noted, brochures and church leaders have reached the fewest males and mass media (radio and TV) have been the most successful.

School recall of cancer lessons drops steadily as age increases.

Males in their 30’s and 40’s, who make up a large part of the working population, recall the least means of cancer messages possibly showing a lack of targeting this age group by providing information in work settings.

The youngest and the oldest males respond to newspapers.

Hospital staff has been more successful than village outreach at reaching all ages of males.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

7

Another way to look at the data is to divide the respondents into education level groups because education status is often an indicator of health awareness and knowledge.

Less Education (n=130): How have you learned about cancer?

other

In this report less education is defined as having highest education attainment elementary, secondary or 2 year college. Of the total 200 survey participants, 130 fell into the less education group or 65%.

workshop school survivors

As a whole, radio, TV and newspapers have been successful in conveying cancer messages to those with fewer years of formal education.

church leaders village outreach hospital Dr/nurse

The biggest differences between females and males with less education occurs when brochures and newspapers are used, and to a lesser extent with survivors and workshops.

More females than males have received cancer information from brochures, survivors and workshops. Males have responded to newspapers more than females.

male internet

female

billboard poster brochure newspaper

Less educated respondents claim to get more information about cancer from the internet than from hospital staff or school lessons.

TV radio

0

10

20

30

40

50

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

8

More Education (n=61): How have you learned about cancer?

More education was defined as a 4 year college degree or more. Within this group, the difference between genders is even more striking. Nearly twice as many females as males with a higher education recall receiving information about cancer from workshops and the internet. More than twice as many females than males have been reached by posters, and brochures. Males surpassed females only slightly in radio learning and to a great extent from church leaders.

other workshop school survivors church leaders village outreach hospital Dr/nurse

Although ASCCN observations of traffic by cancer prevention message billboards found more male passerbys, females site billboards as a frequent means of cancer information. This may reflect the effectiveness of targeted billboard campaigns for breast and cervical cancer screening.

male internet

female

billboard poster brochure

Proportionately, more advanced education respondents have learned about cancer from workshops and the internet than those with less education.

newspaper TV radio 0

5

10

15

20

25

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

9

How would you like to learn about cancer ?

Target groups are rarely asked by what means they would like to receive their health information. Listening to the preferences of the target audience increases the likelihood of receiving and messages.

other internet survivors church leaders village outreach hospital:Dr/nurse village meeting workshop school

male

stories

female

songs

When we contrast the results of this question to those of the previous we can see that both females and males would especially like more information from cancer survivors than they have received in the past. School curriculum, hospital staff and village outreach are other interpersonal communication means that should be used more often.

Respondents prefer TV as the main mass media.

drama/skits

There is a burgeoning interest from more then 25% of respondents for “folk media”—stories, songs and skits—to be used to convey cancer messages.

billboard poster brochure newspaper

The main differences between genders can be seen in more females request cancer survivors, village outreach, folk media and brochures and more males want school lessons about cancer.

TV radio 0

20

40

60

80

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

10

Female Age Groups: How would you like to learn about cancer?

20

15

10

5

0 F <20

F 20‐29

F 30‐39

F 40‐49

F 50+

radio TV newspaper brochure poster billboard drama/skits songs stories school workshop village meeting hospital:Dr/nurse village outreach church leaders survivors internet other

Amongst females, all age groups would especially like information about cancer from cancer survivors.

School, the internet and TV appeals to females under 30. Passive media like brochures, posters and billboards are less popular than the more engaging drama, songs and stories for this age group.

Women in their 30’s request workshops, TV, radio and village meetings. Women in their 40’s would like more information from hospital staff.

Women age 40 and older may best be reached if cancer survivors tell their stories on the radio TV, and in newspapers.

Internet messages are a frequent request from all female age groups.

Women ages 20‐49 prefer hospital staff messages to village outreach. Women age 50+ request hospital staff, village outreach and church leader messages equally possibly revealing a more‐village‐based life.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

11

Male Age Groups: How would you like to learn about cancer?

20

15

10

5

0 M <20

M 20‐29

M 30‐39

M 40‐49

M 50+

radio TV newspaper brochure poster billboard drama/skits songs stories school workshop village meeting hospital:Dr/nurse village outreach church leaders survivors internet other

Male respondents preferences for cancer information differed by age group.

Males under 20 would like cancer information in school, from hospital staff and church leaders. TV and billboards were their most requested mass media. Males in their 20s would also like to hear from school instructors. But this group would especially like to learn about cancer from survivors. Their mass media of choice is newspapers.

Males ages 30 and older show similar preferences for TV, hospital staff and school lessons.

Men age 50+ want more workshops than younger males.

Most male respondents asked for several means of cancer information, however males in their 30’s often asked for a single source of information. But as the previous question showed, males in their 30’s also recall the fewest number of cancer messages. It would be advantageous to use multiple channels to reach this group as they seem to be receiving the least cancer information.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

12

Less Education (n=130): How would you like to learn about cancer?

Those surveyed with less education request cancer information most from TV, cancer survivors, hospital staff, newspapers and radio.

other internet

Females with less education would like more brochures, skits, songs, and stories than males.

survivors church leaders

More lower educated males want school messages, hospital staff information and messages from church leaders than do females.

village outreach hospital:Dr/nurse village meeting workshop school

male

stories

female

songs drama/skits

There is no clear preference for mass media over interpersonal means of communication amongst those with less education.

Compared to those with higher education (page 14), this group prefers folk media—songs, skits, stories—and billboards and posters more.

billboard

poster

brochure

newspaper TV radio 0

10

20

30

40

50

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

13

More Education (n=60): How would you like to learn about cancer?

Females and males with more education differed greatly on several means of possible cancer information.

other internet

Overall, higher education females asked for more means of information than did males.

Female requests exceed those of males for cancer information from stories, hospital staff, village outreach, church leaders and survivors exceeded males. Males only slightly preferred TV and newspapers over females.

survivors church leaders village outreach hospital:Dr/nurse village meeting workshop school

male

stories

female

songs drama/skits billboard

The means least popular with those with higher education were posters and billboards.

Four (4) males who wanted “other” forms of cancer information said they would like information at work or from peers.

More than twice as many females then males request more cancer information from church leaders. This corresponds to aforementioned findings of fewer women than men being reached by this source.

poster brochure newspaper TV

radio 0

5

10

15

20

25

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

14

What radio station do you listen to most often?

Where do you listen to radio most often?

none other other

KJAL male

KNWK

work male

female

KHJ

driving

V103

female

home

KBSS 0

20

40

60

0

20

40

60

80

Radio is the most pervasive form of mass media on the island with at least one station reaching all villages. KHJ is the only radio station almost entirely in English while the others are mostly in Samoan.

Overall, respondents listen to KHJ and KSBS most. These stations also have the widest range with KHJ even reaching independent Samoa over 50 miles away. More females then males cite listening to any radio. Male listeners exceed female listeners only for KJAL.

Radio listeners most often tune in while driving/riding. This is important to know so that radio messages can literally steer listeners towards service and event locations. Billboards also reach motorists often. Media convergence, using more than one media channel to provide concurrent messages, would be logical for radio and billboards.

Radio is also often listened to at home where mixed gender and age groups can be reached. Therefore, secondary target groups become important. For example, if adult males are targeted for a radio campaign, their children and wives can also listen and reinforce messages.

Radio programs and ads can also give advice on behaviors that can be carried out in the home.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

15

Female Age Groups: What radio station do you listen to most often?

Radio listenership differs somewhat depending on gender and age. none

F 50+

KSBS listeners increase with age. V103 is most popular with younger females. KHJ has loyal listeners amongst all age groups.

other

F 40‐49

KJAL

F 30‐39

KNWK

Women over age 40 listen to KSBS most often.

They also tend to listen to KNWK or “other” AM stations more than younger women.

KHJ

F 20‐29

V103 F <20

KBSS 0

5

10

15

Overall radio listenership was highest amongst women age 40 and older.

20

KBSB also sees more male listeners of increased age. However, more males overall listen to KHJ and KJAL than do females. The relatively new V103 has a broad listenership, except amongst males in their 40’s.

Male Age Groups: What radio station do you listen to most often?

none

M 50+

Older males also tune into KNWK more than younger men.

other M 40‐49

KJAL KNWK

M 30‐39

Unlike females, a handful of the male population at all age levels does not listen to any radio.

KHJ

M 20‐29

V103

M <20

KBSS 0

5

10

15

20

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

16

Less Education (n=130): What radio station do you listen to most often?

There are differences in radio listening habits between education level groups. KHJ listeners tend to have more years of formal education.

This is probably reflective of KHJ’s programming being nearly entirely in English, the second language of most Samoans taught and used in school.

none male

other KJAL KNWK KHJ

female

Females and males with less education listen to KHJ and KSBS nearly equally with slightly more females preferring KSBS.

V103 KBSS 0

10

20

30

40

50

More Education (n=61): What radio station do you listen to most often?

none male

Almost twice as many lower education females listen to KNWK as do males from this education group, while more males with a higher education listen to KNWK than do their female counterparts.

More highly educated females listen to V103 than males in this category.

other KJAL

female

KNWK

KHJ

V103

KBSS 0

5

10

15

20

25

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

17

Female Age Groups:

What local TV station do you watch most often?

What local TV station do you watch most often?

F 50+ F 40‐49

none male

KVZK

none

F 30‐39

KVZK

F 20‐29

female Malama

Malama

F <20 0

20

40

60

0

5

10

15

20

American Samoa is fortunate to have several opportunities to air messages on local television stations. However, these stations face tough competition from imported cable stations.

Male Age Groups: What local TV station do you watch most often?

M 50+

Survey respondents watch KVZK more often than Malama TV.

M 40‐49

Slightly more females than males watch Malama TV or watch no local TV stations.

M 30‐39

none

M 20‐29

KVZK

Amongst females, Malama TV sees viewership increase with age while most KVZK viewers are younger. Women of workforce age, 20’s‐40’s, are the most likely to watch no local TV.

Malama

M <20 0

5

10

15

20

Amid males, KVZK attracts older viewers and Malama younger viewers.

Nearly 1/4 of males age 50 and older cite watching no local TV.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

18

Less Education (n=130): What local TV station do you watch most often?

Local TV viewership can also be analyzed according to audience member education status.

Regardless of educational attainment or gender, survey participants say they watch KVZK more often than Malama.

Lower M none KVZK Malama

Lower F

0

10

20

30

40

50

The typical KVZK watcher tends to be a male with at least a 4 year college degree. Proportionally, 1/3 of highly educated males watch KVZK compared to 1/4 with less education.

More Education (n=61): What local TV station do you watch most often?

none

Females and males with fewer years of education are more likely to Malama viewers.

KVZK

Higher M

Malama

Higher F

When we disaggregate the data by gender and education group we see that females with more education are just as likely to watch no local TV as they are to watch either local station, so TV is not the best medium for reaching this group.

0

5

10

15

20

25

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

19

Like radio and television, American Samoa has more than one newspaper. However, at the time of this report it was unknown if the Pago Pago Times was still in print.

What local newspaper do you read most often?

Samoa News boasts the largest readership with print and online versions of the daily paper and sections in English and Samoan.

None Samoa Post male Pago Pago Tribue

Nearly all survey respondents read Samoan News more often than other local newspapers. This is consistent for all age groups and genders.

female

Samoa News 0

20

40

60

80

100

Where do you use the internet?

Most respondents use the internet at home and at work.

Similar to radio but unlike television, the internet can be accessed in many places making it an attractive medium.

none other public library

Health messages put out over the internet should be cross promoted via other media (radio, TV and print) so that audiences become more accustomed to accessing the net for local health information. A small segment of the population, mostly people over age 50 with a lower education, do not use the internet.

male

home

female

school work 0

Internet use is also widespread on the island. This “new media” has been largely untapped for local health messages to date. The advent of fiber optic and mobile internet capabilities will mean more users in the near future.

20

40

60

Other new media such as cell phone text messaging usage should be explored in future research.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

20

What language do you want cancer information in?

Female Age Groups: What language do you want cancer information in?

F 50+

Other

F 40‐49

Other

male

F 30‐39

Samoan & English

female

F 20‐29

Samoan & English English

English Samoan

Samoan

F <20 0

20

40

0

60

5

10

15

20

According to the 2000 census, over 90% of American Samoa residents do not speak English at home. More attempts have been made to express medical Male Age Groups: and health information in Samoan in recent years, but they have been met What language do you want cancer information in? with mixed results. When administering the bilingual survey from which this data comes, nearly all respondents requested the English over Samoan M 50+ version despite 81% being of Samoan ethnicity and 65% of lower education status (fewer years of formal English language instruction).

M 40‐49 Other Survey results further confirm that the majority of females and males of all age groups would like cancer information in English only. The second preference was bilingual information in English and Samoan. Samoan‐only information is requested least often by males under age 20. Females prefer bilingual information more than males.

Samoan & English

M 30‐39

English

M 20‐29

Samoan M <20 0

5

It is important to continue to develop health messages in Samoan and conduct pre‐testing activities with target groups to ensure understandability.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

10

15

20

21

Less Education (n=130): What language do you want cancer information in?

Lower M

English language proficiency goes hand in hand with higher education. Despite this, education attainment only showed proportional increases in preference for English as the preferred language of cancer information.

Both genders from both education groups prefer English‐ only cancer information. But a larger percentage of more educated respondents request English over bilingual or Samoan‐only information.

Other Samoan & English English

Lower F

Samoan

0

10

20

30

40

50

Bilingual information was most frequently requested by less educated females. Their male counterparts ask for Samoan‐only information most often.

More Education (n=61): What language do you want cancer information in?

Higher M

Other

Samoan & English English Higher F

Samoan

0

5

10

15

20

25

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

22

Using the Survey Results Follow these planning steps and use the tables on pages 24‐25 when planning cancer education and social marketing campaigns.

Step 1) First determine your specific cancer‐related issue.

Step 2) Next, decide who your primary target audience is based on health need or degree of influence. At the very least you should choose between females or males as the primary target audience. Ask yourself: • Who experiences the health issue more often or more intensely? females or males • Who has the most power to change the health issue? females or males

Step 3) Then, narrow or segment your primary target audience in terms of age and/or educational level based on observations and research.

Example: Health issueÆ smoking Primary target audienceÆ males SegmentÆ ages 30‐50, higher education Step 4) Finally, look at the recommendations on the tables for your particular segment.

Example: Based on past campaigns and requests, males 30‐50 with higher education are more likely to respond to TV, newspaper and hospital staff messages. If radio is planned, use KHJ and messages should be in English or bilingual English/Samoan.

Step 5) ALWAYS pretest messages and mediums with members of your primary target audience segment before mass producing or airing to confirm the most effective choices.

Step 6) You may also plan a campaign tailored to a secondary target audience. If your primary target audience was chosen for health need the secondary target audience should be the group who is most influential to them.

Example: Primary target audience segmentÆ males, ages 30‐50, higher education who smoke Secondary target audienceÆ wives; women ages 30‐50 higher education If the primary target audience was chosen for level of influence the secondary target audience can also be who is influential to them. Or, the secondary target audience can be the group most affected by the health issue if they hold some reasonable power over their health decisions and environment.

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

23

Female Planning Table

All Females

Females <20

Females 20‐29

Females 30‐39

Females 40‐49

Females 50+

Females Lower Ed

Females Higher Ed

Reached most in the past

1) TV 2) radio 3) newspaper

1) TV 2) radio 3) billboard

1) TV/ newspaper 2) radio 3) survivors 1) KSBS 2) KHJ 3) KNWK 1) Malama 1) English

1) survivors 2) TV 3) newspapers

1) KHJ 2) KSBS 3) V103 1) KVZK 1) English

1) village outreach 2) survivors 3) radio/TV/ brochure 1) KSBS 2) KHJ 3) V103 1) KVZK 1) Samoan/English

1) TV 2)newspaper/ internet 3) workshop 1) survivors 2) village outreach 3) TV/radio

Radio

1) TV 2) radio 3) newspaper/ brochure 1) survivors 2) TV/workshop 3) radio/village meeting 1) KHJ 2) KSBS 3) V103 1) Malama 1) English

1) TV/radio 2) hospital 3) newspaper

1) survivors 2) TV 3) radio

1) TV 2) school 3) billboard/ internet 1) survivors 2) hospital/school 3) TV

1) TV/radio 2) internet 3) workshops

Requests for future

1) school 2) radio/TV 3) poster/ billboard 1) TV 2) survivors 3) drama/school/ workshop 1) KHJ 2) KSBS/V103 3) KNWK 1) KVZK 1) English

1) KSBS 2) KHJ 3) V103 1) KVZK 1) English

1) KHJ 2) KSBS 3) V103 1) KVZK 1) English

Local TV Language

1) KHJ 2) V103 3) KSBS 1) KVZK 1) English

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

24

Male Planning Table All Males

Males <20

Males 20‐29

Males 30‐39

Males 40‐49

Males 50+

Males Lower Ed

Males Higher Ed

Reached 1) TV most 2) radio in the past 3) newspaper

1) newspaper 2) TV 3) school

1) TV/radio 2) hospital 3) newspaper

1) TV 2) radio 3) newspaper

1) radio 2) TV 3) newspaper

1) TV 2) school 3) newspaper

1) hospital/ school 2) church/TV/ billboard 3) survivors/ newspaper

1) radio 2) TV 3) newspaper/ internet 1) TV 2) internet 3) radio/ newspaper

1) TV 2) newspaper 3) radio

Requests for future

1) TV 2) radio/internet 3) hospital/ newspaper 1) survivors 2) school 3) newspaper

1) school 2) TV 3) hospital/ survivors

1) TV 2) workshop/ newspaper 3) school/radio

Radio

Local TV

1) KHJ 2) KSBS 3) V103 1) KVZK

1) KHJ 2) KSBS 3) V103 1) Malama

1) KHJ 2) KSBS 3) V103 1) Malama/KVZK

1) KHJ/KSBS 2) V103 3) KNWK 1) KVZK

1) KHJ 2) KSBS 3) KNWK 1) KVZK

1) TV 2) radio/ newspaper/ workshop 3) village outreach/ school 1) KSBS 2) KHJ 3) V103 1) KVZK

1) KHJ 2) KSBS 3) V103 1) KVZK

1) KHJ 2) KSBS 3) V103 1) KVZK

Language

1) English

1) English

1) English

1) English

1) Samoan/English

1) English

1) English

1) English

1) TV 2) hospital 3) school

ASCCN – Target Group Analysis: Media Habits & Preferences | Sara Krosch, amsamccn@gmail.com

25