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UK Insights

Africa: future media trends

Laurence Chausson

International Business Development Director

TV 14.03.2013 / 00:00

Nairobi, Kenya, Africa

The fast evolving world of media consumption in Africa

Due to changes in the technology infrastructure in Africa, population growth and an increasing number of TV channels and people with TVs, media consumption in Africa is fast evolving.

Over the past decade six of the world's ten fastest-growing countries were African. In eight of the past ten years, Africa has grown faster than East Asia, including Japan. Given the global economy crisis these results are very promising for multiple African countries.

What is interesting to notice is that in some ways, there is already a 'leapfrog' happening in Africa, with regard to TV subscriptions and with the Internet.

There are a lot of TV subscribers who "pay as you go" and this practice is facilitated by the M-PESA system, a mobile payment service that allows a customer with a pre-pay phone to move money between accounts very quickly, conveniently and securely.

The Internet connection in African countries has been made possible by the relatively recent development of the undersea cable infrastructure, and due to the increasing use of mobile phones. We know for sure that better internet is good not only for the progress of democracy but also for stimulating businesses.

In order to thrive in Africa, media content providers and researchers must meet the challenges provided by local infrastructures and cultures. This requires them to develop a detailed understanding of their audience. After all, no two territories are the same.

Read more on the Kantar Media website, or read more about mobile phone use in Africa.

Source : Kantar Media

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