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
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
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
Source : Kantar Media