1. MAPPING NEWS DISTRIBUTION THROUGH CELL PHONES: Selected research findings Raul Roman InterMedia Washington DC The role of cell phones in carrying news and information CIMA –National Endowment for Democracy Washington DC, November 12 2008

2. This presentation Recent trends in distribution of news and information through cell phones in China and Nigeria Evidence of SMS-based news usage in urban areas of emerging economies with two case studies: Mumbai and Moscow Conclusions and notes for discussion Research presented is based on 10 nationally representative surveys All data were collected face-to-face following a stratified probability sample plan Survey questions on mobile phones used in this presentation were identical in each case A note on research methods

3. Some initial comments News distribution through mobile phones is mostly an urban phenomenon that cuts across very different societies in emerging economies and throughout the developing world, particularly among youth. In most of the developing world mobile telephony might not be the best medium for news media corporations to reach remote and rural populations yet, for a variety of reasons. However, we still need to better understand the feasibility and sustainability of mobile-phone- content initiatives geared to rural populations in developing societies. These rural initiatives often go beyond news media to focus on more utilitarian, localized, and demand-driven types of news and information. Comparative macro trends in mobile news distribution and use as a first step in understanding this phenomenon

4. Cell phone ownership in Nigeria and China NigeriaChina Base: 2005, n=2988; 2006, n=3457; 2007, n=3035Base: 2006, n=8604; 2007, n=8229 ▪ Difficult to make generalizations, but aggressive growth of mobile telephony and continuing access gap between urban and rural populations

5. Weekly users of cell phones and Internet for news in Nigeria and China NigeriaChina Base: 2005, n=2988; 2006, n=3457; 2007, n=3035Base: 2006, n=8604; 2007, n=8229 20% 26% 35% owned a cell by 2007 73% owned a cell by 2007 ▪ Mobile phones more widely used than Internet for news on current events in both countries ▪ Although cell phone penetration is wider in China, both countries at same level of weekly use of cell phone for news ▪ Among cell phone users, in Nigeria there is a higher percentage of mobile owners who access news through their cell phones weekly

6. Weekly users of cell phones for news in Nigeria and China NigeriaChina Base: 2005, n=2988; 2006, n=3457; 2007, n=3035Base: 2006, n=8604; 2007, n=8229 31% 41% 56% urban owners by 2007 82% urban owners by 2007 ▪ 71% live in urban areas ▪ 77% are 34 years old or younger ▪ 58% are male ▪ 24% have a higher education ▪ 59% live in urban areas ▪ 58% are 34 years old or younger ▪ 50% are male ▪ 21% have a higher education

7. Cell phone ownership in Mumbai and Moscow Mumbai, IndiaMoscow, Russia Base: 2006, n=296; 2007, n=297; 2008, n=302Base: 2005, n=1026; 2006, n=332; 2007, n=331 ▪ In just a couple of years, Mumbai doubled the number of mobile phone owners and practically caught up with the level of mobile penetration in Moscow.

8. Weekly users of cell phones and Internet for news in Mumbai and Moscow Mumbai, IndiaMoscow, Russia Base: 2006, n=296; 2007, n=297; 2008, n=302Base: 2006, n=332; 2007, n=331 48%45% ▪ Over half mobile users use it for news at least once a week ▪ 65% are 34 years old or younger ▪ 35% have higher education ▪ 70% are male ▪ Over half of mobile users use it for news at least once a week ▪ 43% are 34 years old or younger ▪ 88% have higher education ▪ 42% are male

9. Media-related uses of cell phones for news in Mumbai and Moscow Mumbai, IndiaMoscow, Russia Base: 2006, n=124; 2007, n=140; 2008, n=256 [cell phone owners]Base: 2006, n=264; 2007, n=279 [cell phone owners] ▪ SMS (either for news or other information-sharing practices) is the most popular mobile application ▪ In Mumbai, growth of radio access through mobiles show new opportunity for media to access its audience ▪ Relatively low levels of internet access through mobile for a variety of reasons. Customized search of news via mobile phones still rare.

10. Some conclusions More research is needed on the quality and nature of SMS-based news, and other types of multimedia news provided through mobile telephony ―demand-driven and personally customized versus one-size-fits-all (whether demand-driven or not). It is important to understand how news provided through mobile telephony complements or interacts with news accessed through other media. The fact that there is a growing number of people using their mobile phones to access news does not mean that they are better informed or have actively changed their news-seeking behavior. We need to better understand if and how mobile users actually read news on their phones, and if and how they actively seek out news updates on their phones.

11. Thank you Raul Roman romanr@intermedia.org