A recent report titled “Media Consumption Forecasts” published by Zenith Optimedia has found that people around the world spend more than eight hours (492 minutes) a day consuming media, which represents a 1.4% increase from 2014 (485 minutes). Of 492 minutes spent consuming media, consumers spend 109.5 minutes on the Internet. Zenith Optimedia predicts that Internet consumption will grow by 9.8% a year to reach 144.8 minutes in 2016. The study anticipates continued expansion of the Internet’s share of overall media consumption from 12.9% in 2010 to 22.6% in 2014 and all the way up to 28.6% in 2017 globally.
One of the most surprising findings of the study is that media consumption is highest in Latin America, where people spend on average 744 minutes consuming media every day. Most of it is through the Internet. Internet penetration in Latin America has grown at record rates. A similar trend is now visible in Africa and Middle East. In Kenya, for example, 52.3% of the population now has access to the Internet. In Nigeria, the number of Internet users has grown by 200% between 2009 and 2013 and Internet penetration currently stands at 36%. So what does the proliferation of the Internet as a source of media consumption, especially in developing countries, mean for the strategic communications industry in Africa and Middle East? From Albany’s point of view, the implications are threefold:
- It highlights the importance of engaging with digital networks
- It encourages a higher quality of content, and
- It underlines the importance of media freedom online.
Internet, particularly when accessed through mobile handsets, is fast becoming an increasingly important channel by which to reach target audiences in developing countries. Traditional media, in the form of print, TV and radio, and the word of mouth, have been the primary means to distribute information in the developing world. The growing penetration of Internet, however, is changing the means by which we reach our target audiences.
Internet is of particular importance in time of unrest, violence or turmoil, when traditional media platforms are either inaccessible, distrusted, partisan or occupied. Libya – where Albany runs a project, funded by the UNDP, to build awareness of the new Libyan constitution – is a prime example of this, where rebel movements have seized control of the major networks. Libyans therefore look to international channels, such as BBC Worldwide, for their information. However, access to Internet is high. Given the web-literacy and growing youth population the Internet – mobile-friendly social media platforms in particular – provides the platform by which to disseminate product and maintain campaign momentum.
The proliferation of the Internet and the resulting greater access to information has meant that standards of content are being raised. To compete in this space product must therefore be attractive, informative and relevant. In Libya, Albany, in partnership with BBC Media Action, developed a multi-platform campaign, where a number of channels align – from TV and radio, to direct outreach and online – to disseminate and proliferate product and content, from printed material to TV and radio programming. The “how” is now equally important as the “what”, be it in London or Tripoli.
Lastly, the proliferation of the Internet as an outlet of media consumption underlines the importance of online media freedom. The full range of opportunities and possibilities Internet provides us with cannot be utilised in an environment restricted by regulations and constraints. Albany has recently been contracted by UNESCO to write a report, together with Annenberg School of Communications and Journalism (University of Southern California), to assess the regulatory framework applicable to online publishing in 22 countries across the globe. The findings of our report indicate that in the last five years, the growing proliferation of the Internet has been accompanied by increasing efforts by governments to regulate online publishing. Understanding the importance of online media and appreciating its democratizing effect, Albany continues to work in media development and regulation sectors across Africa ensuring that national regulations comply with international law and best practice.
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Donara Barojan is a Junior Associate at Albany Associates