In Côte d'Ivoire, more than 85% of people who are familiar with DTT intend to purchase equipment.
Médiamétrie and Omedia are supporting the digital transition in French-speaking sub-Saharan Africa and have published the results of the latest DTT barometer in Côte d'Ivoire.
From 2015 to 2020, sub-Saharan African countries are engaged in a process of transition to digital terrestrial television. In Côte d'Ivoire, more than a quarter (25.5%) of individuals aged 15 and over living in Abidjan and Bouaké are familiar with DTT. This is nearly three times more than six months ago. Among them, nearly 85% intend to purchase an adapter that will enable them to receive DTT. In total, more than one in five Ivorians (21.6%) want to purchase an adapter, compared to less than 6% (5.7%) six months ago.
"These results, in terms of awareness and intention, clearly indicate that communication aimed at the population is bearing fruit; knowing about DTT and its benefits is a necessary condition for the public to equip themselves at the dawn of its launch," says Arnaud Annebicque, Director of Development for Africa & Europe at Médiamétrie. This is why the barometer measures the general public's perception of DTT in terms of awareness and intention to equip themselves, as well as in terms of expected benefits and barriers to equipment. The next results will be available at the end of 2019.
About the Médiamétrie DTT Barometer in Côte d'Ivoire
The Omedia-Médiamétrie barometer measures the general public's awareness, equipment, perception, expectations (better image, better sound, wider range) and intentions to equip themselves with DTT. The Omedia-Médiamétrie DTT barometer enables: – channels to anticipate their growth and audience potential and adapt their strategy in a new competitive environment, – institutions to monitor the effect of DTT communication campaigns aimed at the general public, – agencies and advertisers to integrate an audiovisual landscape enriched with new channels into their media planning and anticipate the purchase of new advertising space, – equipment manufacturers to anticipate household needs for digital equipment (external adapters, DTT-compatible televisions, etc.).
Methodology
This wave of results is based on face-to-face interviews with 1,728 individuals aged 15 and over, living in Abidjan and Bouaké, and representative of the population in terms of gender, age, occupation, level of education, and place of residence.
Press release