Online Reporter
Obey Musiwa
Herald Reporter
ZIMBABWE is set to launch its first comprehensive Media Audience Survey (ZIMAS) at the end of this month, a landmark study expected to reshape how businesses, advertisers, media organisations and policymakers understand and engage with audiences in an increasingly digital landscape.
Conducted by Topline Research Solutions, the survey reveals significant changes in media consumption patterns, with digital platforms now emerging as the dominant source of news, information and entertainment for urban Zimbabweans.
The findings point to a rapidly evolving media environment driven by growing internet access, changing consumer preferences and the increasing influence of social media platforms.
Speaking at a press conference in Harare, Topline Research Solutions chief executive officer, Mr Patson Gasura, said the survey marks a turning point in the country’s media and communications sector.
“We are witnessing a major disruption in the media landscape. Digital platforms now lead the way in how people consume news and entertainment,” he said.
“This shift means organisations must rethink their communication strategies because audiences are no longer waiting for prime-time television broadcasts. They are online all the time.”
According to the survey, internet usage has overtaken television as the most widely accessed media platform among urban audiences, underscoring the growing importance of digital communication channels.
Mr Gasura said the findings also demonstrate that while traditional print circulation may be declining, demand for news remains strong through digital platforms.
“Physical newspapers may be disappearing, but readership is not. It has simply migrated online,” he said.
“The game changer is that newspapers remain relevant if they successfully embrace digital transformation.”
The study found that online newspaper readership is nearly three times higher than print readership, reflecting changing consumer habits and the growing appetite for digital content.
Mr Gasura noted that younger audiences are driving much of the transformation, with platforms such as TikTok and YouTube becoming increasingly influential.
“TikTok and YouTube have become the heartbeat of youth audiences, reinforcing their dominance among younger demographics,” he said.
“If you want to reach Zimbabwe’s youth, you must speak their language, and that language is increasingly short-form video, interactive content and digital engagement.”
Beyond media consumption trends, Mr Gasura said the survey provides valuable insights for businesses, advertisers and institutions seeking to communicate more effectively with their target audiences.
“Knowing your product and your customer is no longer enough. You must also understand how to communicate with them effectively,” he said.
“ZIMAS provides that missing piece by identifying the media channels that genuinely connect with audiences and deliver measurable impact.”
The survey is expected to provide critical data for media planning, advertising investment, public communication campaigns and policy formulation, helping organisations make evidence-based decisions in an increasingly competitive information environment.
Industry observers say the findings underscore the growing role of digital platforms in shaping public discourse, consumer behaviour and business strategy as Zimbabwe continues its broader digital transformation journey.
