Document details

Benchmarking Demand: Pakistan and the Internet Users’ Perspective

Philadelphia, PA: Annenberg School for Communication, Center for Global Communication Studies (CGCS) (2016), 27 pp.
"The percentage of Pakistanis using the Internet increased by 37.5% between 2009 and 2013, though overall internet penetration remains very low with only 11% of the population having access to the Internet". (Page 9) "Heavy internet users in Pakistan are very young (72% under 30 years of age), largely male (59%), and highly educated (72% with at least some university schooling). Light users are much more likely to be over thirty years of age (42% for light compared to 18% for heavy users), women (47% for light vs. 36% for heavy users), but more highly educated (38% of light users have graduate degree vs. 31% for heavy users) [...] Television news is by far the most popular source of information among Pakistani Internet users, with 80% of survey respondents selecting this communication channel as one of their three top sources of information. After television news, social networking sites are the most commonly cited source of information used by Pakistani Internet users with 55% of respondents selecting it as one of their top three sources." (Executive summary)