Continuing our series exploring the insights of our new Market Reports on Ghana, Kenya, Morocco and Nigeria, today we look at the social media activities of digital consumers in these markets and, in particular, the dominance of Facebook platforms.

Important to note here is that social networkers in these countries display a slightly different attitude to their social media portfolio than many other internet users around the world – using fewer platforms, for longer and in a more active/engaged way.

This runs counter to the passive networking trend that we have seen elsewhere, where social networkers are becoming more selective about where they share their personal content and more likely to browse content on social platforms, rather than contribute.

Facebook has been the main benefactor of this engagement and is in a clear prime position within the social media industry in these countries.

Facebook itself and WhatsApp form the core of digital consumers’ social media portfolios, with usage of these apps almost universal. Most of Facebook’s competitors, most notably YouTube and Twitter, post much lower figures in this market than we usually see around the world. Only about half of internet users here are visiting/using YouTube, whereas this platform can boast more visitors than Facebook in most markets.

To learn more about digital consumers in this region, clients can now download our new Market Reports here.

Get the Free GWI Social Q1 2017 Summary Report


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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