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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
Copyright © 2015 Gallup, Inc. All rights reserved.
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
6Copyright © 2015 Gallup, Inc. All rights reserved.
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
7Copyright © 2015 Gallup, Inc. All rights reserved.
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
12%
5%
24%
34%
25%
8%
2%
20%18%
15%
Male Female
% Weekly Internet Use Amongst Urban vs. Rural Users
8Copyright © 2015 Gallup, Inc. All rights reserved.
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
15%
23%
44%
34%
43%
3% 2%
17%
22%
10%
Urban Rural
% Weekly Internet Usage Amongst Different Education Levels
9Copyright © 2015 Gallup, Inc. All rights reserved.
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
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
10Copyright © 2015 Gallup, Inc. All rights reserved.
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
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
11Copyright © 2015 Gallup, Inc. All rights reserved.
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
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
12Copyright © 2015 Gallup, Inc. All rights reserved.
Desktop Laptop computer Mobile Phone Tablet
5%3%
7%
1%
11%
8%
20%
2%4%
7%
25%
4%4%
7%
18%
2%3%
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
Internet Use By Devices Among All Adults
13Copyright © 2015 Gallup, Inc. All rights reserved.
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
14Copyright © 2015 Gallup, Inc. All rights reserved.
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
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
15Copyright © 2015 Gallup, Inc. All rights reserved.
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%
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
Summary Points
16Copyright © 2015 Gallup, Inc. All rights reserved.
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?
Copyright © 2015 Gallup, Inc. All rights reserved.
Youth Development Index, 2015
20
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
65
78
71
55
77
Copyright © 2015 Gallup, Inc. All rights reserved.
Youth Development Index – Internet News Users
21
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
6571 69
51
77
66
7672
57
77
Have ever accessed news on the Internet Have never accessed news on the Internet
Copyright © 2015 Gallup, Inc. All rights reserved.
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
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
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
Copyright © 2015 Gallup, Inc. All rights reserved.
Civic Engagement Index, 2015
23
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
2630
52
38
25
Copyright © 2015 Gallup, Inc. All rights reserved.
Civic Engagement Index – Internet News Users
24
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
28
45
54
42
3125
30
50
35
24
Have ever accessed news on the Internet Have never accessed news on the Internet
Copyright © 2015 Gallup, Inc. All rights reserved.
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
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
Total 26 30 52 38 25
Men 28 34 51 41 27
Women 25 26 52 34 24
Primary education or less 26 28 48 31 23
Secondary or higher 27 42 55 42 27
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
Copyright © 2015 Gallup, Inc. All rights reserved.
Corruption Index, 2015
26
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
56
43
83
91
72
Copyright © 2015 Gallup, Inc. All rights reserved.
Corruption Index – Internet News Users
27
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
7060
89 9085
55
45
80
92
70
Have ever accessed news on the Internet Have never accessed news on the Internet
Copyright © 2015 Gallup, Inc. All rights reserved.
Perceptions of corruption are more prevalent among online Africans.
Corruption Scores by Demographic Groups
28
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe
Total 56 43 83 91 72
Men 57 48 86 93 75
Women 56 38 80 90 69
Primary education or less 53 40 78 94 64
Secondary or higher 68 60 88 90 77
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
Copyright © 2015 Gallup, Inc. All rights reserved.
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]
Copyright © 2015 Gallup, Inc. All rights reserved.
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