A 2024 GeoPoll survey conducted in Ghana, Kenya, and South Africa sheds light on the key factors driving media consumption choices in Africa.
Trustworthiness emerged as the top influence, cited by 51% of respondents, followed closely by convenience (48%) and speed of updates (46%).
Diversity of content and credibility of journalism were also significant, influencing 44% and 43% of respondents, respectively.
While user experience (29%) and interactivity (24%) play a role, personalisation (22%), cost (22%), and editorial independence (16%) rank lower in priority.
The results suggest that African audiences value accuracy, reliability, and timely delivery over factors like cost or customisation.
For media outlets, this highlights the critical need to maintain credibility while adapting to audience demands for fast, accessible, and varied content.
As digital media grows, trust and speed remain the cornerstones of consumer loyalty in the African media landscape.
