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by Peter Searll & Justin Schwellnus. Numerous companies have run into difficulties venturing into African markets over recent years, largely due to insufficient understanding as they step into new territory. It is critical to understand how your brand is perceived, and where the sweet spots are, before moving into a new market — otherwise you are asking for trouble.

The African media landscape is changing fast. There is a proliferation of online streaming services, most notably Showmax and Netflix. The huge growth in smartphone penetration means that more people have access to media content than ever before. While TV, radio and outdoor remain the primary media, their audiences are faced with a plethora of new choices and formats. Many attempts at consolidated research have not been successful in this highly competitive space – for cost and political reasons.

Media audience measurement in Africa is fragmented and even though a lot of work has been done by big players in the market research fraternity to address this, there is no consistent or consolidated picture across the continent. The media consumption landscape is transforming at an exponential rate, yet there is little innovation in media research addressing the impact of technological advances.

Part two: Technology is increasingly providing methodologies to monitor behaviour, without having to ask questions. These typically provide the most accurate measures. Dashboard, a technology driven marketing intelligence business, has built a mobile app that some members of its opted in research community installed on their phones for a three month trial. Here the researchers discuss what they have found after having successfully piloted such a methodology in Zambia.

Technology is increasingly providing methodologies to monitor behaviour, without having to ask questions. These typically provide the most accurate measures. Dashboard, a technology driven marketing intelligence business, has built a mobile app that some members of its opted in research community installed on their phones for a three month trial. Here the researchers discuss what they have found after having successfully piloted such a methodology in Zambia. 

Internet usage is higher in Lagos Nigeria than across metropolitan Ghana, but soccer is more widely watched in the latter, and people in both countries are just crazy for Facebook and Whatspp.

Some 42% of Nigerians in Lagos access the internet via their mobile phones while an almost equal number, 41%, don’t access it at all. Of those accessing the internet, nearly two thirds are male.

Cape Town-based Dashboard Marketing Intelligence has been awarded the contract to extend Eskom’s already extensive customer care research into a new sector, GreenTech.