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During these last years, in the city of Lubumbashi, interest on media has strongly increased thus leading to multiplication of press organizations. With this diversity of actors in that sector, the need for up to date data is becoming even more critical in order to determine the position of each media at Lubumbashi.

• Audience of each media (Television, Radio, Internet and Print media),
• Television channels, radio stations, magazines/newspapers and websites that are preferred by Lubumbashi people,
• Preferred Programs by Lubumbashi people,
• Preferred week days and to follow medias. 

N.B.: For the purpose of research, a distinction is done between classical television (freely offered to public) and paying television (cable TV channels in digital packages such as Canal Sat, DSTV, etc…)  

Overview of the research

I. AUDIENCE  OF THE LAST 30 DAYS

Classical television stands out as the most followed media by Lubumbashi people with a score of 93% against 29% for radio and 27 % for internet. Less than one Lubumbashi person over 5 follows cable channels (16%) or reads newspapers/magazines (11%).

Television is largely followed by all categories of respondents (age, sex and occupation) and realizes its best score towards people of 35 to 49 years old (94%). Radio, internet, cable channels as well as Print media mostly interest men. Active people of 35 years old and more are mostly interested in radio and Print media while young people of 12 to 34 years old and pupils/students are mostly using internet especially for social networks (Facebook, WhatsApp…) and other applications that less attract older people. These latter find it difficult to adapt to this new use of internet and tend not to use them.  

What are the media that you’ve followed during these last 30 days?

                                                                      Base 100%=1000

Detailed results per age, sex and occupation

II. USE FREQUENCY

The Television, should it be classical (57%) or paying (55%) is the media that interests respondents on a daily basis while the use of radio and internet is rather on a weekly basis at Lubumbashi. Print media that interests only a minority of respondents is rarely used and most of readers are reading less than once a week within a context whereas local newspapers’ publication is being realized unexpectedly.

Radio and Print media do more interest every day men while cable channels do more attract women. Let’s note that active people are those who are mostly interested in following the radio. The majority of daily users of Internet and cable channels are amongst none-active persons and women.

What is your use frequency of it/them? 

III.PREFERRED DAY OF AUDIENCE

As regards preferences in terms of days, Saturday and Monday stand out amongst other days. Saturday is of course standing out as a favorite day for Lubumbashi people to follow free channels (26%) and cable channels (35%) as well as to browse the internet (42%). Monday is mostly quoted by readers of newspapers/magazines and radio listeners (it is the first day of the week and we need to get informed on current affairs or news of the weekend and/or the latest publications of Print media).

What day do you most prefer to follow this/these media?

To obtain the entire research results with detailed scores of audience and preferences of media (TV channels, radio stations, newspapers, cable channels and websites) as well as preferred programs please contact us at:

TARGET SARL

Eighth level, VULAMBO Building (Ex SHELL)

Municipality of Gombe – Kinshasa RD Congo  

Mobile : +243 810 451 052/ +243 993 248 180

Email : info@target-sarl.cd

Site : www.target-sarl.cd