Mali Media Usage Survey
Our country team and the Bamako office of the Friedrich Ebert Foundation (FES) in cooperation with Mali’s Institute of Rural Economy have conducted a survey of media use in the national capital as well as in seven regional capitals and three rural villages in the West African country. Some 1,800 people were asked to give their opinion on the media landscape.

The results showed that radio remains the most popular media to which almost everyone has access. At the same time, more and more people have access to television, especially in urban areas. The distribution of printed press products and access to the internet are still limited, but the number of online users has been growing siginificantly, particularly amongst the younger and better educated generation who focus on social networks. The penetration of mobile telecommunication has been gaining momentum but most respondents use simple models rather than smartphones or tablets because of the high rates of illiteracy.

In TV, the public broadcaster Office de Radiodiffusion Télévision du Mali (ORTM) dominates the market through the expansion of its network and its monopoly position. Yet, it is precisely the youth and survey respondents with the highest level of education who gave the most critical evaluation of ORTM. Hence, if it does not want to risk lose its audience, it will have to make its programme more attractive.