africa - the continentmedia-unit.ae/pdf/africa.pdf · (rádio luanda and rádio cinco). in angola,...

AFRICA - The ContinentMedia Landscape2020

FACTS & FIGURES

ANGOLA

KENYA

IVORY COAST

LIBERIA

CONGO

BOTSWANA

NIGERIA

SUDAN

LIBYA

MOZAMBIQUE

CONTINENT OVERVIEW

Area: 30.37 million km²

Population: 1.272 Billion inhabitants in Africa.

Urbanisation: 43% while the rural population is at 57%.

Gender: 50% Female & 50% Male.

Literacy: 65%.

Languages: 1250–3000 native languages

OVERVIEW OF DIGITAL IN AFRICA

TOTAL POPULATION

1,272MILLION

42%URBANISATION

34%PENETRATION

15%PENETRATION

14%PENETRATION

82%VS POPULATION

435MILLION

191MILLION

1,040MILLION

172MILLION

ACTIVE INTERNETUSERS

ACTIVE SOCIAL MEDIA USERS

MOBILE CONNECTIONS

ACTIVE MOBILESOCIAL USERS

wearesocial.com

ANNUAL DIGITAL GROWTH IN AFRICA

+73MILLION

+20MILLION

+23MILLION

+45MILLION

+20%SINCE JAN 2017

+12%SINCE JAN 2017

+4%SINCE JAN 2017

+15%SINCE JAN 2017



MOBILE CONNECTIONS


wearesocial.com

ANGOLA

COUNTRY OVERVIEW

Population: 30,28 million inhabitants in Angola.



Literacy: 71% (Male: 82% & Female: 61%).

Official language: Portuguese (71,2%).

Other spoken languages: Umbundu (23%), Kikongo (8.2%), Kimbundu (7.8%), Chokwe (6.5%), Nhaneca (3.4%), Nganguela (3.1%), Fiote (2.4%), Kwanhama (2.3%), Muhumbi 2.1%, Luvale (1%), others (3.6%).

Economic Hubs: Luanda, Huambo, Lobito & Lubango.

LSM Segmentation:

28% E Low income 42% D Low to medium income 22% C Medium income 6% B Medium to High income 2% A High income

Back To Original Map

ANGOLA MEDIA PENETRATION

98%TOP TV

TV ZIMBO, TPA1, ZAP VIVA, ZAP NOVELAS

ZAP BLAST

84%TOP RADIO

LUANDA (RNA),MAIS LUANDA, CINCO,

MFM

28%TOP NEWSPAPERS

JORNAL DE ANGOLA, JORNAL DOS DESPORTOS

20%

TV RADIO PRINT DIGITAL

Angola has a high preference and consumption for TV with strong preference for the Portuguese Language. TV is dominated by private owned groups (TV Zimbo and ZAP).

Radio is excellent to obtain national coverage and dominated by the government owned radio group RNA (Rádio Luanda and Rádio Cinco). In Angola, there’s a strongly regionalized radio market.

Print is the medium that has been decreasing gradually due to pricing and quality.

OOH and Digital are growing rapidly as it’s becoming an essential marketing tool to target the Angolan population.

In Country & Marktest (November, 2018)

ANGOLA CONSUMER BEHAVIOR

Food and grocery purchases account for almost half of monthly household spend (50%). Beverages, dairy products & cooking items are the most popular foods categories. Led by basic oral care and skin care products, the personal care category accounts for a 10% of monthly household spending. Familiarity and brand

loyalty are key purchase considerations, especially by evolving Juniors and Balanced Seniors as these are keen to try new products.

The Angolan population purchases mainly at Supermarkets (40%), followed by Mini-markets (32%) and finally, at markets (27%).

ANGOLA DIGITAL LANDSCAPE

In Country, Hootsuite & Marktest (November, 2018)

20%PENETRATION

9%PENETRATION

9%PENETRATION

59%VS POPULATION

5.95MILLION

3.2MILLION

200THOUSAND

20THOUSAND

320THOUSAND

2.7MILLION

17.79MILLION

2.6MILLION



MOBILE CONNECTIONS


Internet user profile: essentially male gender (70%), from the following age groups: 15/19 years (87%), 20/24 years (81%) and 25/29 years (73%). The economic income A, B & C are the most popular in using the internet, by 88%, 90% and 78% respectively.

BOTSWANA

COUNTRY OVERVIEW

Population: 2.32 million inhabitants in Botswana.


Rate of Urbanisation: 2.35%



Official language: English.

Other spoken languages: Setswana 77.3%, Sekalanga 7.4%, Shekgalagadi 3.4%, English (official) 2.8%, Zezuru/Shona 2%, Sesarwa 1.7%, Sembukushu 1.6%, Ndebele 1%, other 2.8% (2011 est.)

LSM Segmentation:

LSM4 80,000 LSM5 280,000 LSM6 940,000 LSM7 520,000 LSM8 140,000 LSM9 40,000


BOTSWANA MEDIA PENETRATION

65%TOP TV

BTVeBotsawana

DSTV

80%TOP RADIO

RB2Yarona, Gabz FM,

Duma FM

26%TOP NEWSPAPERS

The Voice, Mmeqi,The Guardian,

Daily News

60%


0.79MILLION

0.79MILLION

3.26MILLION



MOBILE CONNECTIONS

BOTSWANA CONSUMER BEHAVIOR

CPG’s account for one third of total monthly household spending. Almost all respondents make most of their grocery purchases from supermarkets.

COUNTRY INSIGHTS

Botswana, one of Africa’s most stable countries, is the continent’s longest continuous multi-party democracy.

It is relatively free of corruption and has a good human rights record.

Sparsely populated, Botswana protects some of Africa’s largest areas of wilderness.

Safari-based tourism - tightly-controlled and often upmarket - is an important source of income.

Botswana is the world’s largest producer of diamonds and the trade has transformed it into a middle-income nation.

The population is primarily concentrated in the east with a focus in and around the capital city of Gaborone, and the far central-eastern city of Francistown; population density remains low in other areas in the country, especially in the Kalahari to the west

Major Retailers: Shoprite, Checkers, Spar, Choppies, PicknPay, Independent Supermarkets

Monthly shopping habit do exist around paydays – due to distances needed to travel to closes town or city

CONGO

COUNTRY OVERVIEW

Population: 84 million inhabitants in Congo.





Official language: French.

Other spoken languages: Kituba and Lingala (13%), Mboshi, Bateke (17.3%), and more than forty other languages, including Pygmy languages (1.4%), which are not Bantu languages.

LSM Segmentation:


CONGO MEDIA PENETRATION

48%TOP TV

RTNC DIGITAL CONGO,B-ONE

72%TOP RADIO

TOP CONGO, B-ONE,KIN FM

1%TOP NEWSPAPERS

LE POTENTIEL, LA REFERENCE PLUS

L‘AVENIR

24%


Radio is the leading medium in all the provinces except Katanga, Kinshasa and Kongo-Central where TV is leading.

Digital and the paid TV are reaching their highest score in (48%) and Kongo-Central (30%). However there is a descrease in paid TV consumption in Kivu(-12%).

Even if TV is decreasing in some regions but it is growing in Bandundu (+20%) and Katanga (+14%).

Kinshasa has the highest audience growth in radio and internet (+24% et +18%).

Significative decrease in Print, with less and less audience in Kasaï (-9%) and Kongo-Central (-13%)

Sources: Indexmundi, Hootsuite

OVERVIEW OF DIGITAL IN CONGO

TOTAL POPULATION

84MILLION

44%URBANISATION

6%PENETRATION

3%PENETRATION

2%PENETRATION

44%VS POPULATION

5.13MILLION

2.2MILLION

36.55MILLION

2MILLION



MOBILE CONNECTIONS


wearesocial.com

MOZAMBIQUE

COUNTRY OVERVIEW

Population: 30.1 million inhabitants in Mozambique.





Official language: Portuguese.

Other spoken languages: Emakhuwa (25.3%), Xichangana (10.3%), Cisena (7.5%), Elomwe (7%), Echuwabo (5.1%). Other Mo-zambican languages (30.1%), Unspecified (3.7%).

LSM Segmentation:

LSM1-LSM4 54% LSM5-LSM7 25% LSM8-LSM11 18% LSM12+ 3%


MOZAMBIQUE MEDIA PENETRATION

58%TOP TV

TV Miramar,STV, TVM,

TV Sucesso

18%TOP RADIO

RÁDIO ANTENA NACIONAL, RÁDIO MIRAMAR, RÁDIO

SUPERFM,RÁDIO 99FM

7%TOP NEWSPAPERSNOTÍCIAS, DIÁRIO DE

MOÇAMBQIUE,O PAÍS

28%


TV is the most consumed medium in Mozambique with a strong preference for the Portuguese Language.

Digital has verified a significant upwards momentum in Mozambique, becoming the second most consumed medium.

Radio consumption has gradually decreased, but it’s an excellent medium to obtain national coverage.

Print has verified a huge decrease due to literacy rates and pricing and quality.

OOH is growing rapidly as it’s becoming an essential marketing tool to target the Mozambican population.

In Country & IPSOS (January, 2019)

MOZAMBIQUE DIGITAL LANDSCAPE

Source: In Country, Hootsuite (June, 2018) & Ipsos (January, 2019)

18%PENETRATION

7%PENETRATION

6%PENETRATION

65%VS POPULATION

5.27MILLION

2MILLION

550THOUSAND

527THOUSAND

340THOUSAND

2MILLION

19.62MILLION

1.8MILLION



MOBILE CONNECTIONS


Internet user profile: mainly male gender from the following age groups: 15/19 years, 20/24 years (81%) and 25/29 years. The economic income A, B & C are the most popular in using the internet.

MOZAMBIQUE CONSUMER BEHAIVOR

Food purchases account for one-third of monthly household spend. Beverages, dairy products & cooking items are the most popular foods categories

Mozambicans tend to shop at traditional/ informal trade such as kiosks, table tops, container stores and open markets. Affordability is a key purchase driver.

Personal care items, especially soaps and toothbrushes, have higher penetration than household items like laundry detergents.

IVORY COAST

COUNTRY OVERVIEW

Population: 23.7 million inhabitants in Ivory Coast.





Official language: French.

Other spoken languages: Bété, Dioula, Baoulé, Abron, Agni, Cebaara, Senufo, others.


IVORY COAST MEDIA PENETRATION

TOP TVRTI 1,RTI 2,

FRANCE 24

TOP RADIORadio Côte d’Ivoire,

Fréquence 2, RFI, JAM FMNostalgie, ONUCI FM2

TOP NEWSPAPERSFraternité Matin, SOIR

INFO, Le Nouveau Réveil, Le Patriote,

Le Sport


The Media Landscape is animated by a mix of TV , Press, and regulatory institutions like theNational Press Council , the Audiovisual Communication National Council and also an auto regulatory organ known as the Ob-servatory for Press freedom, ethics and deontology.

TV landscape in Cote d’Ivoire remains dominated by the public media RTI, because of the monopoly and low liberalization (in Progress). However, francophone channels of the bouquet Canal + (France 24, CANAL + Sport, Noliwood TV, TV5) benefit from strong media penetration habits throughout the national territory.

IVORY COAST DIGITAL LANDSCAPE

Source: Hootsuite (June, 2019)

44%PENETRATION

7%PENETRATION

18%PENETRATION

128%VS POPULATION

11.06MILLION

4.9MILLION

93THOUSAND

610THOUSAND

720THOUSAND

4.90MILLION

32.38MILLION

4.50MILLION



MOBILE CONNECTIONS


KENYA

COUNTRY OVERVIEW

Population: 45 million inhabitants in Kenya.





Official language: ‎English and Swahili.

Other spoken languages: Kikuyu, Luhya, Luo.


KENYA MEDIA PENETRATION

39%TOP TV

CITIZEN TV,INOORO TV,

NTV, QTV, KISS, KTNK24

79%TOP RADIO

RADIO CITIZEN,KISS FM, NATION FM,

QFM, MAISHA

23%TOP NEWSPAPERSTHE DAILY NATION,

THE STAR, THE PEO-PLE, THE NAIROBIAN

84%


TV: Mostly privately owned stations. Very little regulation on advertising except in the alcoholic beverage category.

RADIO: Wide coverage but very fragmented. Broadcasts in a large majority of the vernacular languages from the 42 tribes. Minimal government control.

DIGITAL: 84% penetration making it the highest in Africa.7 Million Facebook users , Internet speed at 6.72 Mbps, 5th fastest in Africa.17,580,065 access the internet via a mobile device

In Country & IPSOS (January, 2019)

KENYA DIGITAL LANDSCAPE


84%PENETRATION

16%PENETRATION

15%PENETRATION

91%VS POPULATION

43.3MILLION

7MILLION

603THOUSAND

1MILLION

1.8MILLION

8.2MILLION

46.9MILLION

7.7MILLION



MOBILE CONNECTIONS


LIBERIA

COUNTRY OVERVIEW

Population: 4.98 million inhabitants in Liberia.






Other spoken languages: There are equally over 30 local lan-guages.

LSM Segmentation:


LIBERIA MEDIA PENETRATION

62%TOP TVLNTV

Sky TVPower TV

Clar TV

83%TOP RADIO

ELBC, Sky FMTruth Radio

Ecowas RadioELWA

18%TOP NEWSPAPERS

Daily ObserverThe New Dawn

The InquirerNew Democrat

11%


TV: The top most watched TV stations in Liberia are LNTV, Sky TV and Power TVThere is a fast-growing presence of Pay TV in the county. However this is mostly tuned on to for entertainment and international shows.

RADIO: ELBC leads the national radio listenership in Liberia. This is followed by Truth and Ecowas radio. ELBC listenership is very strong between 06:00am and 08:00am.

PRINT: Print is now considered a trustworthy source of information by Liberians. However over 30% of the population affirm to reading newspaper almost every other day of the week.The most commonly read newspaper in Liberia is the Daily Observer, followed by The Inquirer, New Democrat and finally New Dawn.The Daily Observer has a circulation of 10 000 to 15 000 copies daily.

LIBERIA DIGITAL LANDSCAPE


11%PENETRATION

11%PENETRATION

11%PENETRATION

65%VS POPULATION

560THOUSAND

523THOUSAND

60THOUSAND

97THOUSAND

91THOUSAND

560THOUSAND

3.22MILLION

540THOUSAND



MOBILE CONNECTIONS


SUDAN

COUNTRY OVERVIEW

Population: 34 million inhabitants in Sudan





Official language: Arabic and English.

Other spoken languages: Nubian, Dinka, Beja


SUDAN MEDIA PENETRATION

18MILLION USD SPENT

3MILLION USD SPENT

38MILLION USD SPENT

1MILLION USD SPENT

TV RADIO PRINT & OUTDOOR DIGITAL

No Media monitoring or research companies in Sudan.Investment increase on Outdoors. Radio is witnessing huge Growth.

Newly installed Led screens in key points inside Khartoum but facing Electricity problems.

Online advertisers Usage is weak due to the US Sanctions and the advertising ban on the top viewed interna-tional site such as Yahoo, Facebook ,etc…

New and updated media rates in 2019/20 due to Currency devaluation!

OOH is a major tool for advertisers

SUDAN DIGITAL LANDSCAPE


28%PENETRATION

8.3%PENETRATION

7.9%PENETRATION

72%VS POPULATION

11.8MILLION

1.7MILLION

290THOUSAND

1.1MILLION

160THOUSAND

3.5MILLION

30.2MILLION

3.34MILLION



MOBILE CONNECTIONS


NIGERIA

COUNTRY OVERVIEW

Population: 198 million inhabitants in Nigeria.

Urbanisation: 29% Urban, 33% semi-Urban, 37 Rural.

Rate of Urbanisation: 5%




Other spoken languages: Hausa, Yoruba, Igbo, Fula, and English Creole are widely spoken.


NIGERIA MEDIA PENETRATION

NTA Network - 95 stationsAIT Network- 9 Stations

Silverbird Network – 6 StationsOver 37 Satellite TV channelsState Owned TV Stations – 36Private owned TV – 15 stationsGalaxy Network – 3 Stations

FRCN Network - 56 stationsRay Power FM- 19 stations

Rhythm Network– 6 stationsState owned – 40 stations

Private – 38 stations

Over 50 daily newspa-per Titles.

Over 65 Magazine Titles Ownership :

Both Government and Private

Social Media Networks e.g. face-book etcInternet , SMS

Viewing Centers* Over 10 Mobile Networks


TV: Digitization took effect April 2016. Digital broadcasting commenced in Jos on April 2016.Many private owned stations are already digitally compliant.

Print: Increased No. of online versions. All the top dailies now have an online version.

Radio: Becoming Specialized. High level of clutter on radio.Several stations are now broadcasting specialized content.. Vernacular and still the most popular.

OOH: Increasing regulation & electronic formats. Regulation in major cities driving inflationLED billboards have now become popular @ higher cost

Digital: Higher than average and growing. Household mobile ownership has surpassed that of bothradio and TV in Nigeria . 73% of Nigerians own a mobile phone and 39.7% have access to the internet

NIGERIA DIGITAL LANDSCAPE

50%PENETRATION

12%PENETRATION

12%PENETRATION

75%VS POPULATION

98.3MILLION

18.7MILLION

7.2MILLION

12.9MILLION

13.6MILLION

24MILLION

149.4MILLION

23MILLION



MOBILE CONNECTIONS



LIBYA

COUNTRY OVERVIEW

Population: 6.52 million inhabitants in Libya.


Gender: 49.5% Female & 50.5% Male.


Official language: Arabic.

Other spoken languages: various Berber languages,Domari, Tedaga


LIBYA MEDIA PENETRATION

Al WataniyaAlassema

Libya Al huraLibya Al Ahrar

Al NabaaLibya Awalan

Al WataniyaRadioa Libya

Al ShababiyahLibya FMTripoli FMLebda FM

Quryna Al JadidaWefaq Libya

BurniqSawt

Social Media Networks e.g. face-book etcInternet , SMS

Viewing Centers


TV: Private television channels have become widespread in Libya since 2011 and are more popular than state-owned equivalents, although foreign satellite channels continue to attract larger audiences due to the historical association between domestic television and propaganda during the Gaddafi era.

Print: Libya has notably few daily newspapers and circulation levels are small in comparison with its North African neighbours.

Radio: Radio remains the second most popular media platform in Libya, behind television. But in contrast to television, Libyan radio stations are far more popular than international broadcasts because of their focus on local content.

Digital: According to a 2013 survey of 3,500 Libyans conducted by Altai Consulting, Facebook is considerably the most popular social media platform in the country with 58 percent of internet users indicating it as their “preferred international website”, followed by YouTube (21%), and Twitter (9%). The same survey also estimates that just over a quarter of Libya’s adult population (26%) is registered on Facebook.

LIBYA DIGITAL LANDSCAPE

69%PENETRATION

69%PENETRATION

66%PENETRATION

172%VS POPULATION

6.52MILLION

4.4MILLION

342THOUSAND

1.1MILLION

1MILLION

4.5MILLION

11.22MILLION

4.3MILLION



MOBILE CONNECTIONS



THANK YOU

africa - the continentmedia-unit.ae/pdf/africa.pdf · (rádio luanda and rádio cinco). in angola,...

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