[[{"type":"media","view_mode":"media_large","fid":"190","attributes":{"alt":"","class":"media-image","height":"480","style":"width: 339px; height: 480px; margin-left: 9px; margin-right: 9px; float: left;","typeof":"foaf:Image","width":"339"}}]]Media sector in D.R. Congo in general, and at Kinshasa in particular, is characterized by a proliferation of private and/or community media. Kinshasa people are most exposed to about fifty TV channels and about forty radio stations apart from numbers of press headlines which abound in Kinshasa city. For an advertiser, it is critical to have reliable statistics on media in order to make a best choice regarding communication supports in line with target and objectives to reach.

Therefore a survey has been carried out in Kinshasa city from 11 to 13 January 2013 towards a sample of 1000 people in line with method of quotas for age, sex and residence municipality. The said survey consisted of answering the following three questions:

• What proportion of Kinshasa people uses Television, radio, print media and Internet?
• What are TV channels, radio stations, newspapers/magazines and websites with bigger audience in Kinshasa city?
• What are the most preferred media by Kinshasa people?

TARGET Research & Consulting agency would mainly like to provide with clear trends on significance of various media into Kinshasa city. Numerical data of this survey shall allow an advertiser and/or communication agency to develop a good communication strategy at the beginning of this year 2013. A national survey on media audience in line with international standards (a survey based on media monitoring during 7 days) will be published by the end of June 2013 with the support of France Expertise Internationale (FEI).

As innovations compared with surveys on media generally published at Kinshasa, we also interviewed Kinshasa people on the use of decoders in order to assess the impact of satellite channels in Kinshasa city. And each time results are presented on the whole and by categories (age, sex, occupation and district of dwellings).

It emerges from the survey that television seems to be the most used media amongst Kinshasa people (94%) and this appears at all categories’ level and ages’ brackets. Then we have radio (66%) and internet (28%). Barely 22% of surveyed persons are interested in print media against 14% for satellite channels.

The best results of television are observed towards people of 25 to 34 years, old (98%), men (92%), and none actives (95%) as well as inhabitants of Mont Amba and Tshangu districts (97%). Target public of radio and print media is essentially constituted of men of about 50 years old and over especially in Lukunga district. While internet seems to be more popular with people between 25 and 34 years old (36%) and pupils/students (42%); satellite channels attract interest of younger people (12-17 years old, 18%) in Lukunga and Mont-Amba district (22%).

Which of the following media you used during the last 30 days?

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Base 100%=1000

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To obtain integral statistics on media at Kinshasa, please contact us through email (info@target-sprl.cd) or via telephone at (+243 998 324 8180 /+243 81 045 1052).