AFRICA’S PROSPECTS

Recommendations

Info

REACHING <strong>AFRICA’S</strong> AUDIENCES Global consumers are becoming increasingly savvy in the ways that they admit brands and messages into their lives, making marketing efforts even more challenging. In SSA the challenge is made even larger due to country-to-country variations in terms of media penetration and practice. Whilst the penetration of mass media such as television, radio and mobile is near universal in many countries, the penetration of print media (newspapers and magazines) and the internet is significantly lower. Overall, Angola, South Africa and Namibia rank as the top three countries with the highest overall media penetration rates, however, when it comes to internet access Botswana, Nigeria and Kenya top the list. MEDIA PENETRATION RANKINGS SSA AVERAGE PENETRATION 89% 84% 77% 45% 39% COUNTRY OVERALL RANK MOBILE RANK TV RANK RADIO RANK PRINT RANK INTERNET RANK INDEX TO AVG. ANGOLA* 1 1 1 1 1 8 125 SOUTH AFRICA 2 10 3 4 4 4 123 NAMIBIA* 3 9 9 10 2 5 116 KENYA 4 3 8 3 6 3 116 BOTSWANA 5 5 11 13 3 1 116 NIGERIA 6 2 2 5 12 2 113 GHANA 7 7 6 6 16 7 103 COTE D I’VOIRE 8 6 4 14 9 9 100 UGANDA 9 12 14 2 8 11 99 ETHIOPIA 10 8 7 7 11 14 98 TANZANIA 11 11 16 11 5 13 96 CAMEROON 12 4 5 16 15 6 94 ZIMBABWE* 13 12 13 15 7 10 91 DRC* 14 15 9 12 17 15 82 MOZAMBIQUE 15 14 12 17 10 12 79 ZAMBIA* 16 16 15 9 13 17 78 MADAGASCAR 17 17 17 8 14 16 73 Source: Nielsen EMI II (2014/15), *EMI 1 (2012), SOUTH AFRICA AMPS Urban (2014/15) 20 Africa Prospects Report
When comparing the frequency of media use, the gap between mass media, the internet and print is equally wide. On average SSA consumers will watch TV or listen to the radio twice per day, whilst they will access the internet only every second day. Having said that, one of the biggest changes in recent times has been the increasing presence of the internet. From being largely unconnected to the web a little over a decade ago, millions of SSA consumers are now using it, due to the exponential advancements in mobile connectivity. 40% of consumers now access the internet using their mobile devices, with this as high as 70% in Kenya and Zimbabwe, 67% in Ghana and 65% in Nigeria. ACTIVITIES REGULARLY DONE ON THE INTERNET EMAIL READ NEWS SEARCH FOR INFORMATION - PERSONAL VIEW FRIENDS PHOTOS MUSIC DOWNLOAD SEARCH FOR INFORMATION - WORK UPLOAD OWN PHOTO DOWNLOAD INFORMATION VISIT WEBSITE VIA LINK FROM FRIENDS/FAMILY LISTEN TO MUSIC SENT WEBSITE LINK TO FRIENDS/FAMILY DOWNLOAD MOVIES DOWNLOAD WALLPAPER/SCREENSAVER/GAMES WATCH MOVIES/VIDEO SENT A COMMENT TO A WEB LOG ONLINE GAMING READ WEB LOG CONTRIBUTIONS LOOKED AT PRODUCT REVIEWS INTERNET TELEPHONY/VOIP RATED A PRODUCT ONLINE ONLINE SHOPPING ONLINE BANKING AIRLINE TICKET BOOKING UTILITY BILL PAYMENT 10 10 8 6 5 4 3 3 2 1 18 17 17 15 27 27 26 36 34 33 44 41 51 73 Source: Nielsen EMI 1 (2012) - SSA Avg based on: Nigeria, Ethiopia, Uganda, Kenya, Tanzania, Zambia, DRC, Angola, Ghana, Mozambique, Namibia, Zimbabwe, Cameroon, Madagascar, Botswana, Cote D’Ivoire Copyright © 2016 The Nielsen Company 21
Page 1 and 2: AFRICA’S PROSPECTS MACRO ENVIRONM
Page 3 and 4: MORE MODERATE VIEWS FOR NIGERIA Whi
Page 5 and 6: FACING ECONOMIC HEADWINDS According
Page 7 and 8: COUNTRY PRIORITIES FOR 2016 In Quar
Page 9 and 10: UNANIMOUS RETAIL PRECEDENCE Africa
Page 11 and 12: PART 3 CONSUMER PROSPECTS Copyright
Page 13 and 14: GHANAIANS, ANGOLANS ETHIOPIANS AND
Page 15 and 16: CAUTIOUS SPENDING INTENTIONS Higher
Page 17 and 18: ACTIVATION ARENA AND AGENTS Sustain
Page 19: PART 5 CONNECTING WITH AFRICA’S C
Page 23 and 24: SIGNIFICANCE OF ADVERTISING A massi
Page 25 and 26: Africa Prospects Indicators The Ind
Page 27 and 28: About Nielsen Nielsen Holdings plc

AFRICA’S PROSPECTS

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?