51% of Kano Residents Still Tune In to Radio – SCIMDER
The Sahel Centre for Information, Media, and Development Research (SCIMDER) has released a study on radio listenership in Kano State, examining media consumption trends in 2024.
The research, based on a survey of 737 respondents across nine local government areas, provides insights into radio engagement patterns in the state.
Despite the growth of internet and social media, radio remains a key information source, with 51% of respondents actively tuning in. Urban dwellers listen more frequently than rural residents, while men in rural areas consume more radio than women.
The study found that young people make up a large segment of listeners, with males preferring sports and entertainment programs and females favoring storytelling content.
“Radio remains deeply embedded in Kano’s media landscape despite the digital revolution. This study sheds light on how people interact with radio and the challenges they face in accessing it,” said Dr. Isah Nasidi, Head of Research, Training, and Development at SCIMDER.
Barriers to listenership persist, with 51.2% of non-listeners citing the lack of radio sets, weak signals, or difficulty using mobile phone radio features as key obstacles.
These challenges are more pronounced among rural women, reflecting economic and technological limitations. Behavioral factors, including time constraints and shifting media preferences, accounted for 48.8% of non-listening.
The study examined preferred listening devices, showing that traditional radio sets and offline mobile phone radios each account for 48% of listenership. Online radio platforms are underutilized, partly due to weak signals in rural areas such as Jita Dutse in Tudun Wada Local Government Area.
Peak radio listenership occurs in the morning and evening, with 36% of respondents tuning in throughout the day. In rural areas, women often listen passively to programs selected by their husbands, limiting their engagement with preferred content.
The report identified key radio stations in Kano, with Arewa Radio, Freedom Radio, Express Radio, Dala FM, Rahama Radio, and Premier Radio emerging as market leaders in different categories.
Arewa Radio dominates sports and news programming, while Freedom Radio leads in political and magazine content. Express Radio has a strong following in Kano North.
Some newer stations, such as Premier Radio, GCMX, and Muhasa FM, have gained significant audiences, while some older stations struggle to attract listeners.
“Longevity alone does not guarantee success in Kano’s competitive radio landscape. Stations that carve out unique niches and tailor content to audience needs are more likely to thrive,” Dr. Nasidi explained.
The study also found that many radio stations lack structured promotional strategies, relying on word-of-mouth and random station searches rather than digital or outdoor advertising.
Among foreign Hausa-language radio services, BBC Hausa is the most popular, followed by DW, VOA, and RFI Hausa. TRT Hausa, a newer station, received notable mentions, while CRI (Radio China) and Radio Hausa (Iran) were not mentioned in the survey.
