Changing media preferences in DRC, a shift toward digital dominance

Kasi Insight’s Media Tracker tracks consumer preferences for sources of information regarding new products and brands monthly in 20 African markets. In the Democratic Republic of Congo, the tracker’s findings from May 2023 to May 2024 unveiled a fluctuating landscape in terms of the most trusted source of information.

Throughout the year, both traditional and digital media showed varying levels of trust among the respondents. Beginning in May 2023, traditional media held a strong lead in consumer trust at 65%, with digital media trailing at 35%. However, a noticeable decline in trust for traditional media and a corresponding rise for digital media was observed over the year.

By mid-year 2023, the gap began to narrow with digital media reaching 47% in July, surpassing traditional media's lower trust levels by early 2024. The trend culminated in May 2024, where digital media peaked at 58% trust compared to traditional media's 42%.

Television and personal connections lead as top sources of brand information

As of May 2024, television remains the leading source of brand information across all demographic groups, highlighting its widespread influence. Close behind are personal recommendations from friends and family, which continue to play a vital role in shaping brand perceptions through word-of-mouth. Other social media platforms rank third, with a consistent level of trust across both genders and generations, reflecting their widespread use as reliable sources of brand information. Interestingly, social media influencers and celebrities rank as the fourth most influential source, though their impact varies by generation. Baby Boomers, for example, rank them slightly lower in fifth place, suggesting a degree of skepticism toward newer forms of celebrity endorsements in favor of more traditional methods.

Magazines and other print media, while ranked fifth overall, hold more influence among Baby Boomers, where they are ranked third. This shows an ongoing preference for traditional media channels among older generations. On the other hand, Generation Z demonstrates a clear preference for Instagram, which they rank higher than many platforms favored by older generations. Additionally, billboards and brand activations remain important, showcasing the effectiveness of visual and experiential marketing strategies in the Congolese market. Notably, YouTube, though ranking eleventh overall, is more popular with Gen X, highlighting specific generational preferences that marketers can strategically target.

By leveraging the strengths of each medium and tailoring content, brands can maximize their reach and influence in Q4

For marketers preparing their Q4 strategies in the Democratic Republic of Congo, the data from Kasi Insight's Media Tracker Survey emphasizes the need for a dual-focus approach. The rise in trust toward digital media, which jumped from 35% in May 2023 to 58% by May 2024, highlights the growing importance of digital platforms for reaching consumers. This shift should prompt marketers to increase their digital marketing efforts, particularly on social media platforms, which rank highly across all generations. Tailored content for platforms like Instagram, YouTube, and TikTok will be key, especially for engaging younger demographics like Generation Z. At the same time, influencer marketing continues to be an effective strategy, although generational preferences suggest the need to diversify influencer partnerships, balancing between traditional endorsements and newer forms of celebrity collaborations.

However, traditional media, particularly television, remains a cornerstone of brand information for all demographic groups, which means it should not be overlooked. TV advertising continues to offer broad reach, and its continued dominance indicates it is still crucial for mass marketing efforts. Personal recommendations from friends and family, ranking just behind TV, demonstrate the enduring value of word-of-mouth marketing. To capitalize on this, marketers should foster consumer advocacy through referral programs and user-generated content, particularly in online communities. Additionally, billboards and brand activations still hold sway, reflecting the importance of visual and experiential marketing in the DRC, providing brands with another avenue to create memorable, in-person experiences that complement their digital strategies.

Contact our team today to explore how our consumer intelligence can empower your decision-making process. Win with confidence with Kasi insight. https://www.kasiinsight.com

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