Market research firm Target hosted a webinar on August 12 on Media Audience 2020. This study conducted in August focused on the evolution of media between 2019 and 2020. Saleh Sifoku, Serge Mumbu, and Martial Biduile presented the study under the moderation of Arlette Leumbou.

The results of this study show that the radio remains the most followed media in DRC with 67%, followed by television with a rate of 47%. The Internet is gaining ground and closing the gap by 16%.

Pay TV is booming in the country. In one year, it has grown by 6%. Print media also gained 3% more readers during the same period, according to the study. Since 2017, the Internet has seen its highest consumption in the country (16%). This could be explained by the advent of Covid-19 having forced most working people to stay home and work outside of offices.

Many parts of the DRC are experiencing problems with power cuts, sometimes for long periods. To overcome these problems, some pay-TV subscribers are increasingly using their smartphones and the Internet as alternative sources of information. At the television level, 5% of television users have migrated to the Internet.

The variety of daily packages offered by telecom operators has allowed the Internet to jump 13% in one year compared to 2019. Daily cable channel usage dropped by 14%, while Congolese watch more pay TV every week (11%).

Congolese follow more media on weekends except for radio and print media. Nevertheless, 8% of respondents do not go online on Saturdays. Internet use in the home has increased from 24% to 97%, while it has decreased by 50% in public places. This is one of the consequences of the Covid-19 pandemic regarding where the Congolese follow the media.

Unlike in 2019, when people preferred to follow media with their families, personal use of all media has evolved positively this year. This is the case for free-to-air television, with over 34%. Radio and cable channels are at 31% each, and 24% for the Internet.

This online conference occurred on Zoom, Facebook, Twitter, and YouTube digital platforms. It was the first online conference for Target, which plans to continue the adventure to interest another audience in the field of studies. During this meeting, the IT Department headed by Blaise Pezo was straddling the two levels (7th and 8th) this firm occupies in the Vulambo building (ex-shell) to ensure everything was in place technically.

Some employees of the Project and Quality Control Departments were in charge of following the questions asked to the speakers and making sure that none of them were ignored. For an hour and a half, everyone remained focused on their task.

Those interested in the complete media audience study can contact the firm at , +243820001403, and +243970134454

Monday, August 17, 2020 - 17:36