africa online - internet use in sub-saharan africa

BBG Research Series

Africa Online – Media Use in Sub-Saharan Africa

Cote d’Ivoire, Ethiopia, Kenya, Nigeria and ZimbabweFindings from the BBG Media Survey

BBG Media Survey Methodology

3

Nationally representative of all

adults 15 years and older Sample size: Nigeria; 4,000 Sample size of all other countries:

2,000

Mode: Face-to-face Interviews

Côte d’Ivoire – January 2014

Ethiopia – January 2014

Kenya – October 2013

Nigeria – January 2014

Zimbabwe– October 2013

Copyright © 2015 Gallup, Inc. All rights reserved.

Internet Is A Burgeoning Media In Africa

4

For every 100 adults in …

Have at home

Internet Access

Use Internet for news at least once a

week

Own any mobile phone

Côte d’Ivoire 5 10 79

Ethiopia 1 3 55

Kenya 19 22 71

Nigeria 23 27 87

Zimbabwe 18 19 88


Internet Use (Past 7 Days)

5Copyright © 2015 Gallup, Inc. All rights reserved.

Total

10%

3%

22%

27%

19%Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe

% Weekly Internet Use Amongst Two Age Groups


Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe

16%

6%

33%

40%

25%

5%1%

12%14% 13%

Age (15-29) Age (30+)

% Weekly Internet Use Amongst Males vs. Females



12%

5%

24%

34%

25%

8%

2%

20%18%

15%

Male Female

% Weekly Internet Use Amongst Urban vs. Rural Users



15%

23%

44%

34%

43%

3% 2%

17%

22%

10%

Urban Rural

% Weekly Internet Usage Amongst Different Education Levels



2% 1%5%

3%1%

24%

19%

39%43%

29%

Primary education or less Some secondary education or more

Internet Use By Location Among All Adults



5%

2%

19%

22%

17%

1% 1%

10%9%

5%5%

1%

10%

5%4%

2%<1%

4%3%

4%

Home Work Internet Café School/University

Internet Use By Location Among All Adults



4%

1%

11%

15%

7%

1%<1%

4%

2% 2%

4%

<1%

2%

<1%1%

0% 0%1%

0%1%

2%1%

4%

9%8%

Home Work Internet Café School/University Multiple Locations

Internet Use By Devices Among All Adults


Desktop Laptop computer Mobile Phone Tablet

5%3%

7%

1%

11%

8%

20%

2%4%

7%

25%

4%4%

7%

18%

2%3%


Internet Use By Devices Among All Adults


Desktop Laptop computer Mobile Phone Tablet

3%2%

5%

0%

4%

2%

16%

0%1%

2%

15%

1%

Cote d'Ivoire Kenya Zimbabwe

Social Media Websites Visited Among All Adults



10%

3%

23%

27%

21%

0.02

0.11

0.070.05

8%

1%

14% 15%

12%

0.06

0.11

0.18

Facebook TwitterGoogle Plus Social Network YoutubeWhatsapp

Weekly Online Activities undertaken Among All Adults


6%7%

2%3%

5% 5%4%

1% 1%2%

1% 1% 1% 1%

16% 16%15%

13%

7%8%

13%14%

21%

17%16%

8%9%

16%

11%

15%

6%5% 5% 5%

11%


Summary Points


Internet users in Africa tend to be young, educated and in urban areas.

The probability of using the internet is also higher for male, and we also find that internet usage patterns differ across gender and location.

Mobile phones are the major devices used to go online both at home and elsewhere by a majority of adults.

Côte d’Ivoire, Ethiopia, Kenya, Nigeria and ZimbabweFindings from the World Poll

Nationally representative samples of population aged 15 and older

At least 1,000 interviews annually per country: Côte d’Ivoire, Ethiopia, Kenya, Nigeria and Zimbabwe

Gallup World Poll Methodology

18

Pure, probability-based selection of: Interviewing locations (primary sampling units) Households Adult respondent in household

Face-to-face, hour-long interviews in respondents’ homes

Copyright © 2014, 2015 Gallup, Inc. All rights reserved.

World Poll Indexes Track a Variety of Social Conditions

19

The Youth Development Index measures a community’s focus on the welfare of its children.

The Civic Engagement Index assesses respondents’

inclination to volunteer their time and assistance to others.

The Corruption Index measures residents’ perceptions

of the level of corruption in business and government.

• In the city or area where you live, are you satisfied or dissatisfied with the educational system or the schools?

• Do you believe that

children in (country) are treated with respect and dignity, or not?

• Do most children in (country) have the opportunity to learn and grow every day, or not?

Have you done any of the following in the past month? How about…

• Donated money to a charity?

• Volunteered your time to an organization?

• Helped a stranger or someone you didn’t know who needed help?

• Is corruption widespread within businesses located in (country), or not?

• Is corruption widespread throughout the government in (country), or not?


Youth Development Index, 2015

20

Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe

65

78

71

55

77


Youth Development Index – Internet News Users

21


6571 69

51

77

66

7672

57

77

Have ever accessed news on the Internet Have never accessed news on the Internet


Those who are on-line tend to be less positive about youth development in their countries than those who are offline.

Youth Development Scores by Demographic Groups

22


Total 65 78 71 55 77

Men 65 78 72 52 78

Women 65 79 69 58 75

Primary education or less 66 79 73 60 77

Secondary or higher 64 74 69 52 76

Age 15-29 64 78 70 52 76

Age 30+ 67 79 72 58 77

Urban 64 75 67 59 74

Rural 68 78 71 51 77


Civic Engagement Index, 2015

23


2630

52

38

25


Civic Engagement Index – Internet News Users

24


28

45

54

42

3125

30

50

35

24



Those who are online are more likely to have done a civic action than those who are offline.

Civic Engagement Scores by Demographic Groups

25


Total 26 30 52 38 25

Men 28 34 51 41 27

Women 25 26 52 34 24



Age 15-29 23 31 52 37 24

Age 30+ 29 29 52 39 27

Urban 27 39 57 38 27

Rural 26 29 51 38 25


Corruption Index, 2015

26


56

43

83

91

72


Corruption Index – Internet News Users

27


7060

89 9085

55

45

80

92

70



Perceptions of corruption are more prevalent among online Africans.

Corruption Scores by Demographic Groups

28


Total 56 43 83 91 72

Men 57 48 86 93 75

Women 56 38 80 90 69



Age 15-29 57 49 85 89 72

Age 30+ 56 41 81 94 73

Urban 58 60 83 89 78

Rural 54 41 83 93 71


Upcoming BBG Research Series events:

– Thursday, November 19: Digital Media in the MENA Region

Learn more about the BBG Research series at bbg.gov/bbgresearch

Have a question? Contact us at 202.203.4400 or [email protected]


29

mailto:[email protected]