CURRENTLY TV has penetrated 70 per cent of the population across the country. Similarly, with more than 60 per cent of the population using a mobile phone, penetration through SMS advertising is also high.

According to a recent qualitative survey by Nielsen Bangladesh, the majority of text messages sent are actually read by people, as opposed to the number of emails that are actually opened, which are often deleted or sent directly to the spam box.

Clearly, SMS advertising is here to stay. This article will focus on the TV habits among the adult population, both males and females, across the country. It is mainly based on a survey conducted by Nielsen (National Media and Demographic Survey (NMDS) 2009).

Our People, Our Consumers

Bangladesh is a country with 155 million people; 70 per cent of them live in rural areas, and the rest in cities and towns, including 6 major metropolitan areas (metros). Their per capita income is increasing with rapid growth in their purchasing power. Currently, the average monthly household income is Th 11,051, which was Tk. 9,790 in 2008andTk. 4,470 in 1998.

The mean household income among the urban dwellers is Tk 15,242 and among the rural ones it isTk. 9,213. As expected, people in the metro areas on average earn Tk. 16,457 (NMDS 2009).

Currently, we have a national literacy rate of 70 per cent, which was 20 per cent three decades ago. As expected, the urban population (86 per cent) is more literate than the rural people (64 per cent).

Men (71 per cent) are marginally ahead of women (69 per cent). Three-fourths of the populations were born after 1971, i.e. it is a country ofyoung people having "modern” mindset. The mean age is around 26.

The mean household size has slightly declined in 2009 over 2008. Currently, it is found 4.9 across the country, which was 5.0 in 2008. It is 5.0 in the rural areas, and is 4.8 in the urban area.

Television Habits

Globally, television has emerged as the most powerful media. Television ownership and reach are increasing day by day. The global trend has also influenced viewers in Bangladesh. The following section will focus on some important findings on TV viewership and their habits.

Ownership of TVs

Bangladeshis are allured by the television. At present, 46 per cent of households own a television, with 76 per cent ownership amongst urban dwellers and 32 per cent amongst rural ones.

In comparison to the figures of a 1995 media survey, it is apparent that the ownership rate has increased considerably over the past fourteen years. Within this period, the overall ownership of TVs nationally has gone up by around six times from 8 per cent to 46 per cent; and it is seven times as much in the rural areas — from 3 per cent to 32 per cent. At present, TV is available to 83 per cent of the households in metro areas.

For the full version of this article please read this month's Forum, available free with The Daily Star on June 7.

Dr. Khalid Hasan is Managing Director, Nielsen Bangladesh & Vice President, American Chamber of Commerce, Bangladesh.