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 Zimbabwe
Findings 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)
5
10%
3%
22%
27%
19%
Total
Cote d'Ivoire
Ethiopia
Kenya
Nigeria
Zimbabwe

% Weekly Internet Use Amongst Two Age Groups
6
16%
6%
33%
40%
25%
5%
1%
12%
14% 13%
Cote d'Ivoire Ethiopia Kenya Nigeria Zimbabwe
Age (15-29) Age (30+)

% Weekly Internet Use Amongst Males vs. Females
7
12%
5%
24%
34%
25%
8%
2%
20%
18%
15%
Male Female

% Weekly Internet Use Amongst Urban vs. Rural Users
8
15%
23%
44%
34%
43%
3% 2%
17%
22%
10%
Urban Rural

% Weekly Internet Usage Amongst Different
Education Levels
9
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
10
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
11
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
12
5%
3%
7%
1%
3%
11%
8%
20%
2%
4%
7%
25%
4%4%
7%
18%
2%
Desktop Laptop computer Mobile Phone Tablet

Internet Use By Devices Among All Adults
13
3%
2%
5%
0%
4%
2%
16%
0%
1%
2%
15%
1%
Desktop Laptop computer Mobile Phone Tablet
Cote d'Ivoire Kenya Zimbabwe

Social Media Websites Visited Among All Adults
14
10%
3%
23%
27%
21%
2%
11%
7%
5%
8%
1%
14%
15%
12%
6%
11%
18%
Facebook Twitter Google Plus Social Network Youtube Whatsapp

Weekly Online Activities undertaken Among All
Adults
15
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%
Send receive
emails
Find out latest
news
Read a blog Post a
comment
Watch video
clips
Listen to
online audio
programs
Share videos
online

Summary Points
16
 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 Zimbabwe
Findings 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
65
78
71
55
77
Côte d’Ivoire Ethiopia Kenya Nigeria Zimbabwe

Youth Development Index – Internet News Users
21
65
71 69
51
77
66
76
72
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
26
30
52
38
25

Civic Engagement Index – Internet News Users
24
28
45
54
42
31
25
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
70
60
89 90
85
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 publicaffairs@bbg.gov
29

Africa Online - Internet Use in Sub-Saharan Africa

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