Friday, 03 June 2016 08:17

New study reveals African media consumption habits

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Television, radio and mobile are the mediums that have near-universal penetration in sub-Saharan Africa Television, radio and mobile are the mediums that have near-universal penetration in sub-Saharan Africa
Despite a vibrant print media industry and rapid growth in Internet usage, it is television, radio and mobile mediums that have near-universal penetration in sub-Saharan Africa. Newspapers, magazines in online platforms still have lower levels of consumer reach, according to a study released by the Nielsen research company this week. The countries with the best overall media penetration (out of 17 nations reviewed) are Angola, South Africa and Namibia. The ranking is based on an amalgamation of their individual mobile, TV, radio, print and Internet penetration. “While Angola ranked number one overall, its Internet ranking was eighth, which shows the potential for huge growth in online activity rates if the required connectivity is provided. South Africa ranked second overall but was 10th in terms of mobile penetration, with an urban mobile penetration of 92%,” says Nielsen. “Namibia ranked third and Kenya fourth, which comes as no surprise given the latter’s diverse media sector with more than 20 television stations and over 370 radio stations, supported by a sizable middle class that sustains a substantial advertising market.” When it comes to the impact of advertising in sub-Saharan Africa, the report says consumers are highly receptive to advertising messages, with 48% of consumers saying they are swayed to a large extent by advertising. The level of influence varies by country, with Nigerians being three times more receptive to advertising messages than Cameroonians, for example. Outdoor and broadcast-based advertising platforms have the greatest awareness at 80% and 78% respectively. While consumers are aware of mobile as an advertising platform, only 8% of people say that mobile is the most-seen advertising platform. “Mobile is still primarily used for personal communication [and] it is underutilised to deliver advertising content,” says Nielsen spokesperson, Ailsa Wingfield
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