Kantar has published the results of its Africascope Kids 2019 study focusing on children aged 4 to 14. Africascope Kids 2019 covers four countries in Sub-Saharan Africa: Senegal, Ivory Coast, Cameroon, and the Democratic Republic of Congo, representing a total of 9,144,000 children.
In 2019, 91% of 4-14 year olds watched television on a daily basis. This daily coverage is the same regardless of the child's age and is close to that observed among adults (92%).
They spent an average of 3 hours and 23 minutes per day watching television. Television viewing time is much higher at the weekend (4 hours and 20 minutes) than during the week (3 hours).
Exposure to television also varies according to age: 4-6 year olds watch an average of 2 hours and 44 minutes, while 11-14 year olds spend nearly 3 hours and 57 minutes watching television.
89% of parents say they limit their children's screen time, with 55% doing so whenever possible. Many also monitor what their children watch, in particular by regularly discussing the content they watch or view on the Internet.
Nearly 3 out of 4 parents say they are willing to pay for youth channels. They primarily expect these channels to teach their children about their cultures (61%) and the world (47%). They also want them to introduce their children to science (37%).
Fifty-five percent of the time spent by 4- to 14-year-olds in front of the television is devoted to youth channels, or about 1 hour and 51 minutes per day.
The share of TV viewing dedicated to these channels is higher among the youngest children aged 4-6 (71%) and in households with a pay TV subscription, particularly Canal+ subscribers (65%).
The ranking of the most-watched channels differs depending on whether households subscribe to a pay TV service or not.
| Top 10 PDA youth channels Overall 4-14 years old | Top 10 PDA youth channels Overall 4-14 years old Canal+ subscribers |
| 1. Tiji | 1. Piwi+ |
| 2. Disney Channel | 2. Télétoon+ |
| 3. Piwi+ | 3. Disney Channel |
| 4. Télétoon+ | 4. Gulli Africa |
| 5. TIVI5 | 5. TIVI5 |
| 6. Boomerang | 6. Tiji |
| 7. Nickelodeon | 7. Nickelodeon |
| 8. Gulli Africa | 8. Boomerang |
| 9. Cartoon Network | 9. Cartoon Network |
| 10. Canal+ Family | 10. Disney Junior |
Among the most popular children's programs are Barbie, Miraculous, Kirikou, Power Rangers, and Spiderman.
While 56% of adults use the internet, only 21% of 4-14 year olds go online, and only 10% of them do so at least once a week. This percentage varies by age: 13% of 4-6 year olds go online, 15% of 7-10 year olds, and 30% of 11-14 year olds.
The most popular online activities are watching videos (53%), searching for information for school or homework (38%), and using Facebook or Snapchat (28%).
About the Africascope Kids 2019 study
The interviews were conducted in November 2018, in partnership with TNS RMS in Dakar (Senegal), Douala (Cameroon), Abidjan (Ivory Coast), and Kinshasa (Democratic Republic of Congo). The information was collected face-to-face on tablets from a representative sample of 1,700 children in the presence of an adult guardian.
See the 2018 results here: https://adweknow.com/kantar-tns-publie-resultats-dafricascope-kids-2018/