According to a new study published by the research firm Target SARL, radio is the most followed media in the country, with an audience of 64% for men against 54% for women.

The Managing Director of Target SARL, Serge Mumbu, presented the results of this study focused on communication strategies according to cities and targets. On Wednesday, September 27, 2022, during an after-work organized by Target in collaboration with the French-Congolese Chamber of Commerce.

The objective of this after-work is to equip the persons in charge of communication of various institutions on the strategies which it is necessary to consider in the choice of the media to use to communicate.

According to the results published after a survey, radio is very much followed by people aged 50 years and older. It represents 73% of the listeners of this decades-old medium.

In terms of audience by city or region, Greater Ecuador has the largest number of radio lovers, with a rate of 87% of listeners.

Bandundu follows the Equateur region with 73% of listeners and Grand Kasaï with 71% of listeners.

During this after work, the Director General of Target, Serge Mumbu, stressed that each media has its specificities and characteristics according to preference.

"We wanted to explain the communication strategy according to the targets and the cities. We also showed that each media interests particular targets," said the General Manager of Target.

Although radio is still the most popular media in the DRC, this study shows a drop in audience over the last four years, while the Internet has seen the greatest increase between 2021 and 2022.

The study also noted the significant breakthrough of the Internet vis-à-vis other so-called traditional media, especially among young people, estimated at nearly 75%, who connect to the Internet between 18 and 21 hours.

Television, which continues to see its audience fall since the advent of new media, especially YouTube, is followed by 67% in Central Kongo and 63% in Kinshasa.

According to this study, television is most watched by people between the ages of 35 and 49. Cable channels are more followed in the province of Kongo Central, with an audience estimated at 52% and 28% in Greater Katanga.

On the other hand, the print media occupy only 9% of the audience in the Equateur region, 6% in Greater Katanga, and 6% in Kinshasa. This medium is used more by people between the ages of 25 and 50.

As for the preferred days to follow the media, the written press and radio are the preferred media for information. They are therefore used more at the beginning of the week, while the other media are more consumed for relaxation at the weekend.

It should be noted that this study was conducted between March 18 and April 24, 2022, across the 26 provinces of the country.

This study was conducted on a sample of 1978 people, including 991 men and 987 women interviewed face to face. A representative sample of the Congolese population aged 18 and over in 26 provinces of the DRC. The sample's representativeness was ensured by the quota method applied to the variables: gender, age, and city of residence.

This survey was conducted from March 18 to April 24, 2022, in twenty (20) minutes of interviewing through a 95% test with SPSS software.

Created in 2011, the research firm Target SARL conducted numerous studies in Kinshasa until 2016 before opening up to the entire national territory.

Photo credit: third-party rights.

Tuesday, October 11, 2022 - 18:04