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THE MEDIA AFRICA ANNUAL_digital

Sehortun Afcira 35 19% of the population used the medium in 2014. Penetration is growing steadily, boosted by a growing number of smartphone users. Various studies have shown that despite high cellphone tariffs, Botswana boasts over 100% mobile phone penetration. “Mobile connections have become virtually ubiquitous in Botswana, where the number of consumers with more than one cellular connection is so high that penetration is already either over or very close to 100% and by 2018 will be well over 100%,” says Lyn Jones, JCDecaux’s Marketing & Research Manager for sub-Saharan Africa. Both the state and private media rely on advertising revenues for sustenance, although state sources often undercut private media. The major corporations in Botswana wield immense power in terms of their adspend. As with most other African countries, the two media outlets with the broadest appeal are Out of Home (OOH) and radio. “Print advertising is best geared towards high income consumers, who are increasingly likely to be attracted to digital forms of advertising (TV, outdoor, internet and smartphones) – whereas OOH advertising has the ability to reach low and middle income consumers as well as expats and high net worth individuals,” says Jones. A PAMRO 2013 country report revealed that in Botswana, consumer recall of OOH media for large billboards is high, at 60%. “The added benefit is that Digital OOH campaigns booked on JCDecaux’s Ignite Roadside Digital networks are controlled from a central hub in Johannesburg – advertisers are able to change copy on the fly across Africa,” notes Jones, concluding, “marketers can now segment their messages by time of day and relevance to the environment.” n Botswana FAST FACTS Population: 2,182,719, Urban population: 57.4% of total population (2015) Age structure: 0-14 years: 32.66%,15- 24 years: 21.49%, 25-54 years: 37.31%, 55-64 years: 4.48%, 65 years and over: 4.06% Ethnic groups: Tswana: 78%; Kalanga: 8%; Basarwa: 3%; Other, including Kgalagadi and white: 11% Languages: Tswana (or Setswana): 79%, Kalanga: 11%, Basarwa: 3%, other, including Kgalagadi and white: 7% Literacy: 88.5% (estimate) Income: Share of income of highest 10%: N/A; Under poverty line: 30.3% Internet users: 32 368 Internet 15% penetration: Source OMG Africa September 2015


THE MEDIA AFRICA ANNUAL_digital
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