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THE MADIA JUNE 2018

Internet penetration by region, January 2018 Regional penetration figures, comparing internet users to total population AFRICA INSIGHTS GLOBAL AVERAGE: 53% NORTHERN AMERICA 88% THE CARIBBEAN 48% CENTRAL AMERICA 61% 68% SOUTH AMERICA NORTHERN EUROPE 94% WESTERN EUROPE 90% NORTHERN AFRICA 49% WESTERN AFRICA 39% EASTERN EUROPE 74% CENTRAL 77% SOUTHERN EUROPE 50% ASIA 65% WESTERN ASIA 36% SOUTHERN MIDLE AFRICA 12% EASTERN 51% ASIA 27% AFRICA SOUTHERN AFRICA EASTERN 57% ASIA SOUTHEAST 58% ASIA Sources: Internetworldstats; Itu; Eurostat; Internetlivestats; CIA World Factbook; Mideastmedia.Org; Facebook; Government Officials; Regulatory Authorities; Reputable Media. Note: Penetration figures are for total population, regardless of age. Copyright©2018, Miniwatts Marketing Group Based in South Africa, TransAfrica Radio is one of the many South African brands and companies that have tapped into opportunities on the continent, where they’re vying with multinationals for a slice of the pie in everything from retail to banking, entertainment, telecommunications and FMCG – and by all accounts, the media sector is booming. “The strongest opportunities for media are in the key major urban areas in sub-Saharan Africa such as Nairobi, Lagos, Addis Ababa, Dakar, Kampala, Abidjan and Johannesburg,” reckons Ntuli, adding that increasing access to mobile technologies and smartphones are “empowering and exposing African consumers to a myriad media choices – and the best prospects are in digital media.” According to the 2018 Global Digital suite of reports, the number of unique mobile users around the world is up by more than 4% year-on-year, although penetration rates remain below 50% across much of Central Africa. Sub-Saharan Africa’s growth in the digital environment may be strong, but comes off a low base, points out Josh Dovey, CEO of OMD, one of the largest media agencies in South Africa and a subsidiary of global giant Omnicom Media Group, which has been active on the continent for over 20 years. ”Nonetheless, in the same 69% OCEANIA way that mobile telephony overcame Africa’s infrastructure and distance challenges in telecommunications, so current smart devices will bring this platform to mass populations, particularly in urban areas.” A shift from tradition Change doesn’t occur in a vacuum; the demands of a digital world have caused a shift in the media landscape, particularly with regards to traditional media. But this does vary by region and nation. In South Africa, for instance, digital has overtaken print in terms of ad revenue, yet Ghana’s 77% literacy rate means the publishing sector is robust, and growing. Yet across the continent, broadcasting corporations find themselves in the unfortunate position of having to compete for consumers’ attention, says Sipho Fakela, head of strategy, planning and buying at Marnox Media, an independent, South African-based media company, which buys media in Africa for print, radio, television, outdoor and online advertising. “Countries with high digital capabilities and those that have fully switched from terrestrial television (analogue) to digital have been hugely impacted by the introduction of new digital players in the broadcasting sector, who are levelling the playing field in terms of viewership,” observes Fakela. P 42 The Media | wagthedog.co.za


THE MADIA JUNE 2018
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