Access to media has always been varied enough, women preferences staying a little bit different and sometimes even very far away from men’s preferences. In the following lines, we will be describing in a synthesizing way, women specific behavior in terms of use frequency of different media (Television, Radio, Internet, written press,…), as well as in terms of most preferred public celebrities.

Television stays the most used media by men and women, following by radio, internet and written press. However, note that women are reading almost the same as men and they more often use television with decoder (cable Channels).

For the first three TV Channels (Antenne A, Mirador TV and CEBS), women audience peaks are higher than men’s. Other Channels, that often broadcast news and sports programmes such as (RTNC1, Digital Congo TV), have a bigger audience from men. Generally speaking, radio is less followed by women; however, Radio Okapi has a very good rating from both men and women. For women following radio programmes, it appears preference for Radio Channels broadcasting religious’ programmes and others (Radio Sango Malamu, Mirador FM, and RTG @).  

Women interest for reading written press is essentially focused on magazines, should they be dedicated to general news (Grands Lacs Magazine) or mainly women’s world (Bellissima, Amina). On the other hand men are mostly reading newspapers’ headlines (Potentiel, Le Palmarès, Le Phare,…)

Both women and men generally visit the same websites (Facebook, Google and Yahoo); let’s specify however that women are more on Facebook than men. Foreign Channels (on decoder) most followed are the same for both men and women (Trace TV, Canal + and France 24).

In terms of preferred celebrities, whatsoever be the field, women are mentioning both male and female celebrities while men are only mentioning male celebrities:

• For media, women talk about TV female celebrities (Mariana, Chantal Kanyimbo, Mamie Ilela) and men are talking about music commentators (Paulin Mukendi, Papy Mboma); men are essentially mentioning music and sport commentators (Papy Mboma, Paulin Mukendi, Kabulo Mwana Kabulo,…)
• For music, both men and women are mentioning Congolese musicians of typical music (Werrason, Koffi Olomide, Fally Ipupa) but women also add Christian Gospel artists (Mike Kalambayi, l’Or Mbombo).
• In sport field, women state names of many athletics from soccer to American Wrestling game while men only mention soccer players.
• For Drama/Movies and advertisement, men and women have almost the same preferences with Esobe at the top for dram and Saï-Saï for advertisement.

1. Media Impact  

Which one of the following media have you used these last 30 days?

2. Use Frequency

How often do you usually use media?