The results of the Africascope 2024 study, which summarizes the waves of surveys conducted between January and December 2024 in eight countries, confirm the dominance of television as the most consumed media in all countries covered by the survey.
Behind television, the Internet continues to grow: on average, 60% of the population connects to the Internet every day. Disparities remain: in Senegal, nearly 80% of the population now connects to the Internet daily, compared to only 42% in the Congo.
The average time spent online is 2 hours and 10 minutes per day per person. Senegal holds the record at 3 hours and 22 minutes.
It is worth noting that Côte d'Ivoire has fallen significantly behind, now surpassed by Mali, Gabon, the DRC, and Cameroon.
Radio consumption remains much lower than that of TV or the Internet. Forty percent of individuals aged 15 and over listen to the radio daily, for an average of 49 minutes per person.
In Ivory Coast, Gabon, and Cameroon, only one-third of the population listens to the radio every day for just half an hour.
In Burkina Faso, on the other hand, 81% of the population listens to the radio every day, and in Mali, the figure is 72%.
Furthermore, media consumption reveals notable differences between men and women.
On television, women have an individual viewing time (IVT) of 3 hours and 49 minutes per day, compared to 3 hours and 30 minutes for men.
On the other hand, radio is more popular among men, with 54% of listeners tuning in daily and an average listening time of 1 hour and 2 minutes per day, compared to 35% and 0 hours and 36 minutes for women.
Men are also more active on the Internet. 66% of men connect to the Internet every day, with an average connection time of 2 hours and 5 minutes per day, while 55% of women connect for an average of 1 hour and 55 minutes.
"We are delighted to present the results of Africascope 2024, which offer essential insights into consumer media trends and preferences in French-speaking Africa. The wealth of data enables media outlets to better understand the performance of their editorial content and maximize the value of their advertising space. It also helps companies and brands to better understand their target audiences and optimize their communication strategies for maximum impact," says Florence Ginier, Consulting Director, Kantar Insights.
The study covers the capitals of eight countries (Senegal, Cameroon, Ivory Coast, Democratic Republic of Congo, Gabon, Mali, Burkina Faso, and Republic of Congo), representing more than 22 million individuals aged 15 and older.
The interviews are conducted face-to-face on tablets with a global sample of 11,200 people, representative of the population aged 15 and over in the survey area.