Vision Africa Research Services, a private stakeholder research company in Namibia, has initiated and launched MediaMetrics - a media awareness and usage survey for the country.

The survey, launched late last year, will be conducted twice annually amongst a representative sample of 1200 consumers in urban and rural areas throughout Namibia. The objective of MediaMetrics is to reach a representative sample of Namibian consumers, to assess media usage patterns and preferences, and to assist advertisers to focus above and below the line advertising.

Findings so far indicate that 30% of the Namibian population aged 16 and above has completed high school. A further 6% has a Polytechnic or similar tertiary qualification and 4% has a university or post-graduate education.

Less than 40% of the adult population has completed high school. On the employment scene, 40% of adults claim to be employed, 33% unemployed and 20% in secondary or tertiary education.

English, the official language, is spoken at home by less than 3% of the population. Afrikaans is the main language for 14% of households but Oshiwambo remains the dominant language with 48% of the respondents indicating it as their mother tongue.

Half the population lives below LSM 6 on the SAARF 10-point living standard scale, and less than 6% at LSM 10 and above. Average household size appears to be on the increase, impacted by urban migration and HIV/AIDS, which has transformed the Namibian age profile.

Mobile telecommunication continues to be a growth industry, with at least 600,000 active cellphone users spending beyond N$1 billion per annum within the modest Namibian community of 2 million.

According to Tony Hoft, managing director of Vision Africa, MediaMetrics is a private sector initiative tracking study, set up to meet the needs of private organisations in Namibia and neighbouring territories, including stakeholders with significant advertising spend and an interest in media penetration, consumption and preferences

MediaMetrics is a syndicated study, set up to provide large and medium size organisations with affordable, reliable and accurate information about their target audiences’ viewing, listening and reading habits and preferences.