Keep in mind that this is a phone survey in a nation where residential phones are not common outside A, B and C+ socioeconomic levels; C-, D and E generally do not have land lines and never have. And the lower income level persons who do have cellulars often are users of pay-by-the-minute plans and won't deal with unsolicited survey calls that use their call credits.
Ouch.
Just to see if I translated this correctly, it's asking if you listen to radio, and nearly 2/3rds of Mexicans did not listen to the radio, right?
Ouch.
Thank you for the insight. The lack of phone services definitely skews the results!
It is still concerning that higher socioeconomic classes are responding negatively towards radio. Especially if that's where the advertising dollars are going towards (not entirely sure, but I think it's safe to assume it's not going towards the lower end either).
I think, beyond the economic level distinctions (ad campaigns in Mexico are targeted by income, not age), the defect here is in the way that the audience was measured and the questionnaire itself. The established in-person coincidental surveys show much higher listening levels.
No, two thirds of those with landline phones answered that way to a question that was improperly phrased.
Actually, in Latin America most working class people skipped landlines entirely and moved rapidly into "prepaid minutes" with cellphones. Even in the lowest income groups, cellular has almost total penetration. And in places like much of Sub-Saharan Africa, they skipped ever having bank accounts, using online currency for everything.
In Mexico, consolidation was solidly in place in by the mid-50's. Same in most of Latin America... I owned 9 stations in one city in the later 60's. Consolidation allowed me to do formats that could not exist except through cluster synergy.