Target's 2021 media survey: Radio remains the most followed media in DRC
Radio remains the most followed media in the DRC, with 62% of audience share despite a slight drop compared to the previous year. Its position mainly stands because of the lack of electricity in some parts of the DRC. It prevents millions of people from following other media as they would have liked, such as television. Thus, the radio has very listened between 6:00 and 9:00 and 18-20:00 in the country.
Target released the audience research results on Friday, July 23, 2021, during a webinar held from Kinshasa. Target surveyed from March 18 to April 24, 2021, in the 26 main towns of the DRC on a sample of 2,000 people (1,000 men and 1,000 women) aged 18 years and over. Investigators interviewed them face to face. We ensured the sample's representativeness by the quota method applied to the variables: gender, age, and city of residence.
In addition to the power outage, which makes radio the most countrywide widely used media, radio is also very accessible thanks to the radios available on the market and even by telephone. Radio is primarily used in rural areas, for example, in the former Equator provinces, 85% of the audience, or the former Bandundu with 78%. Radio is consumed much more by people aged 50 and over with 68%.
Radio is followed by television as the most followed media in the country with 44%. It is mainly in the country's big cities that people watch television between 6 pm and 9 pm. Young people with 51% much more consume it.
Internet comes in the third position and continues to make media use in the Democratic Republic of Congo. It scored 35% in this new survey. This investigation shows that the Internet is the media of the rich, of people with high and even very high incomes. However, the category that uses the Internet the most comprises young people between 18 and 35 years old with 52%.
Cable channels are in the fourth position with 17%, and their audience share has increased slightly compared to last year. Pay-TVs have grown due to the various programs. They broadcast more sports programs and TV shows. The print media closes the survey with only 6% of the audience share. Its regression continues, primarily because of Internet progression, where people easily find information.
The Congolese people like to watch TV on the weekend, radio, and print media at the beginning of the week and use the Internet every day at different times.
Since 2017, Target introduced the media survey as a national benchmark survey for advertisers and marketers. It presents the Congolese media habits as well as their preferences. This study provides the most followed media in the DRC detailed ranking by sector (radio, television, print, Internet).
Unlike in 2020, when the Covid-19 lockdown boosted media consumption, the trend is downward in 2021. The analyses were comparative to the last edition, in addition to an evolutionary analysis made on media consumption during the previous four years. The comparisons only took into account variables with statistically analyzable bases.
To get the total media audience survey results, contact us at firstname.lastname@example.org , +243820001403 and +243970134454
You can follow the entiere webinar on media survey here: https://youtu.be/rAozB_YnmHc
Target presented on Thursday, April 22, in Kinshasa the survey results on the main concerns of the Congolese.
The World Association of Market Research Professionals (ESOMAR) is organizing the Insights Festival from September 14 to 17.