African Market & Media Landscape, focusing on social and mobile reach in Ghana, Nigeria, Kenya, Tanzania, Malawi, Zimbabwe, Botswana & Nambia

1. The African Digital & Media Market
Research Report 2016
ABOUT THIS REPORT:
I work in digital advertising for the African market of digital
advertisers, ad agencies & publishers. It helps to know the market
landscape not just for Africa as a whole, but for specific African
countries. As each country is unique.
I’ve done some of my own market related research, utilising as
many available sources as possible to provide the most accurate
outline of these markets.
Some clients have asked me to do some research for several
countries, so I thought I’d share it with you.

2. Contents:
• Africa Media Landscape & trends:
- Ghana
- Nigeria
- Kenya
- Tanzania
- Malawi
- Zimbabwe
- Botswana
- Namibia
• AdClick Africa Media Offering
NigeriaGhana
Botswana
ZimbabweNamibia
Kenya
Malawi
Tanzania

3. Ghana Landscape
• Population: 27million
• Internet Penetration: 20% (5.4mill)
• Facebook Users: 2,9 million
• Twitter Users: 950 000
• Capital City: Accra (population 2.3 mill)
• Mobile Penetration: 116%
• Mobile Data Penetration: 60% (no:1 in Africa)
• Approx. 14% smart phone penetration
• Urban population 53% and growing
• One of the world’s fastest growing economies
• Only 17% access internet from desktop devices
• More people do business on their mobile phones than on their laptops because mobile
search gives users instant, contextually relevant access to information anytime, anywhere.

4. • High consumers of online news and sport content.
• Dramatic growth in mobile search traffic, up to 50% of population
depend on mobile internet to gather information on products and
services.
• Online communication is now an integral part of social culture in
Ghana
• Very active social media consumers – Facebook, Twitter, WhatsApp,
Instagram, Line etc. 33% of Ghana’s internet population are always
active & connected to social media.
• Many local Ghana websites are not mobile responsive enough
forcing consumers to access content from international sites.
Ghana Trends
Popular Sites:

5. Nigeria Landscape
• Population: 181 Million
• Largest City (in Africa): Lagos 21 Million
• Mobile Internet Users: 93 Million = 51%
• Facebook Users: 15 Million
• Twitter Users: 2 Million
• Mobile Data Penetration: 35 Million
• 48 % Urban vs 52% Rural Population
• Average Age Group: 33% between 10-24 years
Nigeria = Africa’s largest mobile advertising market.
As the economy gradually grows, so does its middle class (approx. 39
million), driving its internet usage.

6. • Leading internet browsing behaviour: Content, Search, Social
• Mobile far dominates desktop browsing
• 2hrs average time spent daily on their mobile phones.
• Very digitally social: FB, Twitter, WhatsApp, Eskimi, 2Go, BBM,
WeChat all dominated by the majority youth population.
• Blogging is now mainstream in NG
• “Content is King” = NB Local Content (Nollywood, celeb
bloggers, micro blogging, community portals, iRokoTV etc)
• E & M-Commerce = success! Almost a necessity
• Religion highly prominent. Growing trend in religious apps,
sites, blogs. (Celebs posting their fashionable church wear on
popular blogs)
Top Sites in Nigeria
Nigeria Landscape

7. Kenya Landscape
• Population: 49 Million
• Capital City: Nairobi 6.5 Million
• Mobile Penetration: 80%
• Internet Users:32 Million
• Facebook Users: 5 Million
• Mobile Data Penetration: 70%
• 26% Urban vs 74% Rural Population
• Average Age Group: 43% under 14 years
Known as the Silicon Savanna, one of the shining stars for Africa’s Digital Landscape (mPesa, Cheki, mlab, iHub,
Konza Techno City)
Social Media is 1 of the core reasons why digital is growing so rapidly in Kenya. 90% of all social media activity is via
mobile phone.
Overall digital activity & engagement is dominated by mobile.

8. Kenya Trends
Top Sites & Apps in Kenya
Youth Market
Africa is considered the youth capital of the world. With such a young
population, it’s NB to align brand positioning towards this market.
This market in Kenya is highly educated, tech savvy and extremely brand
conscious.
The Opportunity
Kenya is strategically positioned as the “Gateway to East Africa". Rising GDP per capita
indicate increasing consumer incomes. Nielsen’s research indicates that Trendy
Aspirants and Progressive Affluents account for 34% of Kenya vs 28% across Africa.
The Top internet activities in Kenya include Social Media,
Email, News, Gaming, Instant Messaging and Search.
Despite being of the more advanced economies in Africa & leading
the technology revolution. Kenya continues to have a majority of
its mobile ad impressions served on feature phones.

9. Tanzania Landscape
• Population: 51 million
• Largest City: Dar Es Salaam: 4,3 Million
• Internet Penetration: 16% = 8 million
• Facebook Users: 2,7 Million = 5,3%
• Mobile Phone Penetration: 91%
• Rural 68% % vs Urban 32%
• 55% aged under 20 years & 36% aged 20-50 years
Economy is showing growth (70% in 10 years) outpacing Africa’s
overall avg GDP, mostly thanks to strong Tourism & Agriculture
sectors.
Laptop PC is a luxury only 8% of the population can afford.
Best way to reach consumers: Mobile sms, Ussd, coupons etc.

10. Tanzania Trends
• Majority of household purchases are from family-owned shops
known as “Dukas” Supermarkets gradually increasing in popularity.
• 1/5th of monthly income spent on FMCG products (food, toiletries,
sodas etc)
• Tanzania’s mobile money industry 1 of the most well developed in
the world!
• Competitive mobile telco sector with 10 operators of which 4 offer
mobile money services!
o Airtel
o MIC (tiGo)
o Vodacom
o Zanzibar Telecom
o Sasatel
o Benson
o Viettel
o Smart Telecom
o Etisalat
o TTCL

11. Malawi Landscape
• Population: 17,7 million
• Internet Penetration: 1 million = 6.1%
• Facebook Users: 700 000
• Capital City: Lilongwe (population 1 million)
• Mobile Penetration: 7.5 million (approx. 10%)
• Rural 85% vs Urban 15%
• 65% are aged under 24 years.
Mobile penetration in Malawi is less than half the African average.
On average Malawians use more than $12 (£7.70) a month on mobile
phones.
This is more than half of what an ordinary Malawian earns in a month!

12. Malawi Trends
• Mobile operators still struggling to lower the cost of mobile connectivity.
• Working towards increasing infrastructure to connect more rural areas, but will
take time.
• Mobile Health is a growing focus and trend entering Malawi
• Feature phone connectivity still dominates
• Approximately 81% of Malawians do not have access to a bank
account. Leaving cash as the most dominant payments
mechanism.
• TNM Mobile money in partnership with Airtel providing mobile
money solutions in partnership with local banks allowing for 15%
of mobile users in Malawi using mobile money account

13. Zimbabwe Landscape
• Population: 14,2 Million
• Capital City: Harare (2 Million)
• Internet Users:6,7 Million = 47,5%
• Facebook Users: 850 000
• Mobile Data Penetration: 99% (all prepaid access)
• 32% Urban vs 68% Rural Population:
• Average Age Group: 60% aged under 25 years.
Ranked lowest in Southern African economies in developing their Internet
Communication Technologies (ICT’s)
Social Media is still in its infancy in Zimbabwe, mostly as a result of less 15%
smart phone penetration & data consumption being too high for majority
consumers.

14. Zimbabwe Trends
October 2015, the mobile money subscriber total in
Zimbabwe stood at 6,6 million, up from 6,2 million in Q2 of
2015
With vast areas of the country having limited to no
electricity, along with its overall economic crisis, expect
slow growth in terms of marketing & advertising
opportunities to the consumer via digital mobile app / web
reach.
Content Marketing
Upon my research, local, relevant even satirical and
somewhat controversial content is what will impact
consumers the most for marketing in Zimbabwe in 2016.

15. Botswana Landscape
• Population: 2 Million
• Capital City: Gaborone (232 000, approx. 10%)
• Internet Users:620 000 = 28,4%
• Facebook Users: 620 000
• Mobile Penetration: 160% (multiple dual sims from different networks)
• 57% Urban vs 43% Rural Population
• Average Age Group: 60% under 30 years of age
Botswana mobile and internet penetration has grown rapidly over the past 2
years. Allowing for the cost of connectivity to drop as much as 70%!
70% of Botswana is covered by the
Kalahari Desert
Not much locally produced online content for consumers in Botswana, top sites are all international.
Top Sites in Botswana

16. Namibia Landscape
• Population: 2,2 Million (1 of least populated
countries in Africa)
• Capital City: Windhoek
• Internet Users: 470 000 = 21,2%
• Facebook Users: 470 000
• Mobile Penetration: 110%
• 47% Urban vs 53% Rural Population
• Average Age Group: 73% under 35 years
According to Nielsen’s research: 42% (aged 15-29) Namibian
market has more Trendy Aspirants than most African countries.
Single, mostly male, urban residents. Modern in terms of fashion,
tech, and willingness to try new products.
16% (aged 20-45) Traditional, family orientated and
religious. They buy based on affordability &
recommendation.
25% of all households on average have a PC
40% of all internet users say they access internet via their mobile phone.

17. • Namibia is the 7th most business friendly country in
Africa.
• Ranked among best in Africa for economy, political
stability & per capita income.
Namibia Trends
• 1 in 3 mobile users (especially the youth and Progressive
Affluents) use picture messaging/MMS, download music,
listen to radio & access social networking sites.
• TV (86%) and radio (78%) are widely popular. Namibia has
higher penetration of newspaper (86%), magazines (60%) and
Internet (51%) compared to other SubSaharan countries. This
is driven by high literacy (89%) and greater concentration of
affluent consumer segments such Progressive Affluents and
Trendy Aspirants.
Opportunity:
• It’s easier to reach out to consumers in Namibia as
they are better educated and well connected
through media.
• Namibians are brand loyal and willing to pay more
for better and faster service.

18. Speak To Us About
• Your digital strategy and media plans
• Our rich media & various upcoming ad offerings
• Our customized Premium African Publisher Network
• Publisher Monetization Strategies
• Other markets of interest
• Most NB of all…. Your feedback!
Head of Publishing and Business Development
AdClick Africa Media Group
Email: amanda@adclickafrica.com
www.adclickafrica.com
Amanda Louw