Over recent years, various events including the Covid-19 pandemic have prompted a re-evaluation of consumer behavior in numerous sectors.

Over the past few years, advancements in media technology have significantly altered the way that consumers access and process information. As a result, the rate of internet access is on the rise globally, across all generations. Consequently, many advertisers have been caught in a dilemma over whether to opt for traditional or digital media for their communication campaigns.

Since 2017, Target has been devoted to furnishing advertisers and media executives with comprehensive insights on media usage and audiences in the Democratic Republic of Congo, segmented by region, gender, age group, and more. Each edition of our report offers a comparative analysis of two years.

We have added a unique angle to the 2023 edition by incorporating the primary concerns of the Congolese in our analysis.