The Sub-Saharan African Media Landscape: Then, Now and in the Future
Balancing Act (2014), 50 pp.
"Over five years Facebook has grown from practically no users in Sub-Saharan Africa to become the most widely used social media platform. In the four countries where face-to-face surveys were carried out for this research, between 14% (Tanzania) and 27% (Ghana) of all respondents were using it [...] Over the last five years, the number of Africans who own or have access to mobile phones, computers, laptops, smartphones and tablets has grown considerably. These both act as media carriers (a mobile with a radio or TV receiver) or a media in their own right (a mobile accessing the Internet and Social Media). African newspapers face the same dilemma as many developed country newspapers. Their print version generates almost all of their revenues but increasingly their online users are either close to or above their print readership." (Page 8)
1. TRENDS AFFECTING MEDIA AND COMMUNICATION DELIVERY IN SUB-SAHARAN AFRICA, 12
The Rise of Social Media -- The Growth of Feature and Smart phone ownership and other devices -- The Liberalisation of Media -- Different Types of Audiences – Mass Media and Niche Audiences -- News – Online, print and digital advertising
2. TRENDS AFFECTING MEDIA AND COMMUNICATIONS USE IN SUB-SAHARAN AFRICAN COUNTRIES, 24
Recurring Patterns - Urban vs Rural; Education Levels; Income; and Language -- Ghana -- Kenya -- Nigeria -- Senegal -- Tanzania -- A Spectrum of Behavior Change across different Sub-Saharan African countries
3. KEY TRENDS THAT WILL AFFECT AFRICAN COMMUNICATIONS AND MEDIA OVER THE NEXT FIVE YEARS, 39
The Rise of Social Media -- The Growth of Feature and Smart phone ownership and other devices -- The Liberalisation of Media -- Different Types of Audiences – Mass Media and Niche Audiences -- News – Online, print and digital advertising
2. TRENDS AFFECTING MEDIA AND COMMUNICATIONS USE IN SUB-SAHARAN AFRICAN COUNTRIES, 24
Recurring Patterns - Urban vs Rural; Education Levels; Income; and Language -- Ghana -- Kenya -- Nigeria -- Senegal -- Tanzania -- A Spectrum of Behavior Change across different Sub-Saharan African countries
3. KEY TRENDS THAT WILL AFFECT AFRICAN COMMUNICATIONS AND MEDIA OVER THE NEXT FIVE YEARS, 39
