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GeoPoll is currently conducting a study on mpox in the DRC and are ready to collaborate with pharmaceutical companies, public health authorities, and other stakeholders interested in leveraging data to inform their mpox response. Reach out to learn more about the research, or subscribe to get the report when it’s out. 

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In this article, we explore how real-time data collection can inform the international community’s response to mpox, drawing lessons from past projects that have shaped health strategies across Africa.

Real-Time Disease Tracking and the Power of the Mobile Phone:

Mobile phones have revolutionized how public health crises are tracked and managed, particularly in remote areas and in the case of infectious diseases. Mobile-based research across multiple modes is fast, safe, and inclusive, given mobile penetration, and the results can be accessed in real-time via dashboards.

For instance, during the Ebola crisis in West Africa and the COVID-19 pandemic, mobile-based surveys played a vital role in tracking the spread of disease and assessing public attitudes towards interventions. Throughout 2020 and 2021, GeoPoll conducted multiple surveys in several countries to assess the impact of COVID-19 through phone-based surveys that captured essential real-time data on essential aspects such as infections, humanitarian relief access, food security, and others. Similarly, we have deployed mobile surveys in the various ebola outbreaks in the DRC, Liberia, and Sierra Leone to measure prevalence and socio-economic impact.

For mpox, similar mobile-based data collection tools can track public perceptions, identify emerging hotspots, and ensure that interventions are responsive to the evolving nature of the outbreak. However, addressing the digital divide is crucial; in some regions, limited internet connectivity may skew survey results. To combat this, GeoPoll employs a multi-modal approach, combining SMS, voice calls, and online surveys to ensure comprehensive coverage.

Vaccine Hesitancy

The WHO and the CDC have already approved some vaccines for mpox. Pharmaceutical companies continue to play a pivotal role in developing vaccines and treatments for mpox. By leveraging data, they can prioritize research and development, optimize vaccine distribution, monitor vaccine efficacy and safety, and collaborate with public health agencies to develop effective public health messaging and support disease surveillance efforts.

However, history tells us that vaccine hesitancy has been a major challenge in responding to past pandemics in Africa, and it will likely be a significant barrier to controlling the spread of mpox. Understanding the factors driving vaccine hesitancy is essential for pharmaceutical companies and public health organizations to design targeted campaigns that encourage vaccine uptake. A study published in The Lancet highlighted the complexity of vaccine hesitancy in Africa, noting that factors such as mistrust in government, concerns about vaccine safety, and religious beliefs all play significant roles.

GeoPoll’s previous work on vaccine hesitancy during the COVID-19 pandemic revealed critical differences between rural and urban populations in West and East Africa. For instance, in a survey we conducted in Nigeria, insights on public sentiment towards vaccination revealed that younger populations in urban areas were more accepting of vaccines, while rural communities exhibited higher levels of distrust. These findings allowed public health organizations to create tailored messaging campaigns aimed at building trust in rural communities. Similarly, we were involved in collecting public opinion data during the Ebola crisis in Liberia and Sierra Leone, which helped identify key concerns that were preventing individuals from participating in public health initiatives. These insights were used to refine outreach strategies that successfully boosted participation in health campaigns.

In the case of mpox, understanding the underlying concerns that fuel vaccine hesitancy—whether they are rooted in misinformation, political dynamics, or cultural beliefs—can empower pharmaceutical companies to develop interventions that resonate with specific populations and drive higher vaccine acceptance.

Regional and Demographic Insights to tailor Pharma’s mpox Response

Africa’s geographical and demographic diversity necessitates a granular understanding of how mpox is impacting different regions and populations. This necessitates widespread research across the multiple countries that are either experiencing mpox or at risk. Cultural and linguistic differences may be quite diverse even in a single country. Public health interventions that fail to account for these nuances risk leaving vulnerable populations behind. Such data allows public and private sector stakeholders to prioritize resources and develop interventions customized to these populations’ needs.

During the ongoing mpox outbreak, similar insights are needed to help pharmaceutical companies and governments identify which regions are most affected, which populations are at highest risk, and how best to deploy limited resources. Mobile data collection offers a practical and efficient way to gather these insights, ensuring that interventions are data-driven and focused on those who need them most.

Public Health Messaging on Mpox and Behavioral Change

Effective public health messaging is crucial for managing the spread of diseases like mpox. Distributing vaccines is not enough; clear, targeted messaging that addresses public concerns and encourages healthy behaviors is equally important. This requires data-driven insights into how different communities perceive the disease and what motivates them to act.

One way is to leverage audience data to understand the best way to reach the various population segments. In the mpox hotspot, the DRC, GeoPoll, recently released a significant report on the media and audience landscape in the country. Such existing reports can be a quick way to plan message distribution. The other way is using mobile to test messaging concepts before launching a campaign. These insights were instrumental in adjusting the tone and content of messaging to better resonate with different population segments, thereby increasing compliance with public health directives. Ultimately, mobile surveys can be deployed to measure the impact of the messaging on public perceptions and behavioral change.

In the context of mpox, pharmaceutical companies, NGOs, and health authorities can leverage similar approaches to refine their messaging campaigns, ensuring they are both culturally relevant and effective at driving behavior change. Health organizations can increase public engagement with vaccination efforts and other preventive measures by tailoring public health messages based on real-time data.

The Bottom Line

As the mpox outbreak continues to evolve, pharmaceutical companies and public health organizations need real-time data to guide their interventions.

GeoPoll is committed to supporting pharmaceutical companies, health organizations, NGOs, and governments in their fight against mpox and future health challenges. Together, we can use data to inform targeted interventions, mitigate the impact of public health crises, and build more resilient health systems for the future. Our mobile-based surveys offer a unique and tried-and-tested way to gather insights on disease spread, public perception, and vaccine hesitancy, especially in under-resourced regions.

Contact us to learn how our research can support your efforts to control the outbreak and protect vulnerable populations.

The post Mpox in Africa: Leveraging Mobile-Based Surveys to Inform Pharma’s Response and Public Health Strategies appeared first on GeoPoll.

The opening remarks were given by Gina Din-Kariuki, Chairperson of Brand Leadership Group and Founder & Chairperson of Gina Din Group, along with H.E. Peter Maddens, Ambassador of Belgium. Both speakers emphasized the significance of local brands in influencing the future of Kenya and the world. 

The Master of Ceremony, Thebe Ikalafeng, who is the Founder and Chairman of Brand Africa, shared insights about the Brand Africa 100 journey. He discussed how different countries across Africa perceive their brands. Later, he invited GeoPoll’s Senior Manager of Marketing and Outreach, Frankline Kibuacha, and Daniel Osema, MD of Kantar East Africa, to the stage. They shared details about the extensive surveys, which involved over 300,000 data points from more than 30 African countries. 

Key Data Points 

• 30+ countries in all 5 regions representing 80% of the continent’s population, collectively account for 85% of Africa’s GDP 

• 15000+ individuals over 18 years old. 

• Over 300,000 brand mentions and 3,000 unique brands. 

• Between 2011 and 2021, on average, only 20% of the most admired brands in Africa are made in Africa. 

• Africans (64%) believe in Africa, but not loyal to African brands (14%) 

Kenya’s Most Admired Brands  

Most Admired Consumer, Non-cyclical Brands 

Most Admired Retail Brands 

Most Admired Personal Care Brands 

Most Admired Alcoholic Beverages Brands 

Most Admired Non-Alcoholic Beverages Brands 

Most Admired Telecommunications Brands 

Most Admired Electronics/Computers Brands 

Most Admired Auto-Manufacturers Brands 

Most Admired Sports and Fitness Brands 

Most Admired Technology Brands 

Most Admired Financial Services Brands 

Most Admired Media Brands 

Most Admired Doing Good for Society, Environment and People 

Outstanding Awards 

• Africa Brand Leadership Excellence Award 

Dr. Abbas Gullet, the Chief Executive Officer of Boma Panafrican Ltd, and former Secretary General of the Kenya Red Cross Society received the prestigious Africa Brand Leadership Excellence Award, acknowledging his exceptional contributions and impactful leadership across the continent. 

• Africa Brand Leadership Awards 

Absa Kenya and its CEO Abdi Mohamed won the prestigious 2024 Africa Brand Leadership Awards, recognized for excellence in brand building and leadership.

• Most Admired NGO/UN Doing Good for Society, Environment, and People Brand 

UNICEF Kenya received the Brand Africa award for the Most Admired NGO/UN Doing Good for Society, Environment, and People Brand in Kenya. They were recognized for their commitment to children’s rights and well-being across the country and beyond.    

The 2024 Brand Africa 

African brands have retained a 14% share of Top 100 most admired brands in Africa for the second year in a row. African brands, led by South African telecommunications group, MTN, Nigerian conglomerate, Dangote, Zambian consumer group, Trade Kings, Nigerian telecommunications group, Glo, South African media group, DStv and Ethiopian Airlines retain their respective positions as the Top 5 most admired African brands spontaneously recalled. Get the full top 100 brands in Africa. 

“Brand admiration is the most desired state of a brand’s health. Building, strengthening and leveraging it is the most important objective of branding.” – Park, MacInnis and Eisingerich, Building a Business People Love 

The post Highlights from Brand Africa 100: Kenya’s Best Brands 2024 appeared first on GeoPoll.

The Role of Data in Advancing SDGs

Data serves as the backbone of the SDG framework, providing the means to measure progress, identify areas needing attention, and inform policy decisions. Without accurate and timely data, it would be impossible to know if we’re on track to meet the 2030 targets or where to focus our efforts. Survey data serves as a vital tool in the SDG framework, offering unique insights that other data sources can’t provide:

• Measuring progress: Data allows us to establish baselines and track improvements across all 17 goals. From poverty rates to carbon emissions, data provides the metrics needed to quantify change.
• Identifying priority areas: By analyzing data trends, we can pinpoint which regions, demographics, or specific targets are lagging behind, enabling a more targeted approach to development efforts.
• Informing policy and resource allocation: Data-driven insights help policymakers and organizations make evidence-based decisions on where to allocate resources and how to design effective interventions. They point out public needs and preferences, helps evaluate the impact of SDG-related interventions, and supports evidence-based decision-making in sustainable development efforts.
• Direct insights from populations: Surveys capture people’s experiences, perceptions, and behaviors firsthand, providing a nuanced understanding of progress.
• Filling data gaps: In regions where official statistics are lacking, surveys can provide essential information on key indicators.
• Tracking hard-to-measure goals: Some Sustainable Development Goals (SDGs), such as those relating to well-being, governance, and discrimination, heavily depend on survey data. This data provides valuable insights into subjective experiences, which are crucial for holistic development.
• Rapid assessment: Mobile and online surveys enable quick data collection, allowing timely responses to emerging issues or crises, and facilitating more frequent monitoring of SDG progress.
• Direct insights from populations: Surveys capture people’s experiences, perceptions, and behaviors firsthand, and provide nuanced understanding of progress beyond official statistics. This allows for disaggregation by demographics, which is crucial for the SDG principle of “leaving no one behind”.

Examples of Key Types of Survey Data for SDGs

There are several types of surveys that provide valuable data for understanding sustainable development:

• Household surveys: Provide important information about poverty, health, education, and living conditions. Examples include Demographic and Health Surveys (DHS) and Multiple Indicator Cluster Surveys (MICS). They help in monitoring SDGs 1 (No Poverty), 2 (Zero Hunger), 3 (Good Health and Well-being), 4 (Quality Education), and more.
• Labor force surveys: Essential for tracking employment-related SDGs. They provide data on unemployment, informal employment, and decent work. These are key for monitoring SDG 8 (Decent Work and Economic Growth).
• Opinion polls: Help gauge public awareness and attitudes towards sustainable development issues. They also measure the perceived quality of governance and institutions and contribute to SDG 16 (Peace, Justice and Strong Institutions).
• Time-use surveys: Measure how people allocate their time between different activities. They are crucial for understanding unpaid work, leisure time, and work-life balance, and contribute to SDG 5 (Gender Equality) and SDG 8 (Decent Work).
• Agricultural surveys: Collect data on crop production, livestock, and farming practices. They are essential for monitoring SDG 2 (Zero Hunger) and aspects of SDG 15 (Life on Land).

The list is as broad as it can be. Different types of surveys can be deployed to gather on-the-ground data on full SDGs or their subsets.

Challenges in Survey Data Collection for SDGs

Despite its importance, collecting comprehensive survey data presents several challenges. Ensuring representativeness is a primary concern, as surveys must reach all segments of the population, including marginalized groups. Remote or marginalized communities are often excluded from data collection efforts, skewing our understanding of progress. This involves overcoming barriers like illiteracy, lack of internet access, or cultural obstacles, and addressing potential biases in sampling and response rates.

In many developing regions around the world, there is a significant challenge related to robust data collection systems. This results in incomplete and unreliable information, leading to data gaps that hinder efforts to understand and address various social, economic, and environmental issues. Without comprehensive data, decision-makers are unable to fully grasp the extent of challenges and develop effective solutions, which can perpetuate disparities and impede progress. Efforts to improve data collection systems in these regions are crucial for enabling informed decision-making and facilitating positive change.

The frequency and timeliness of data collection pose another challenge. Traditional survey methods can be time-consuming and expensive, limiting how often data can be collected. Striking a balance between the need for timely data and the resource constraints of frequent large-scale surveys is an ongoing struggle. Ensuring data is available in time to inform policy decisions and SDG reporting adds another layer of complexity.

Maintaining data quality is crucial, which involves ensuring accuracy and reliability in survey responses, addressing issues of respondent fatigue, and maintaining consistency in data collection methods for comparability over time. The cost and resource requirements of large-scale surveys present significant hurdles, especially for developing countries with limited budgets.

Data harmonization is another critical challenge. Ensuring comparability of survey data across countries and over time, aligning survey questions and methodologies with SDG indicator requirements, and integrating survey data with other data sources for comprehensive SDG monitoring are all ongoing tasks that require coordination and standardization efforts.

GeoPoll’s Contribution to SDG Data Collection

At GeoPoll, we’re addressing these challenges through innovative mobile survey technology. Our mobile-based platform enables rapid data gathering across diverse populations in Africa and Asia, providing crucial insights for SDG-related projects. Some examples:

• GeoPoll has worked with several international development organizations to collect data on food security, tracking SDG 2 (Zero Hunger), and conducting regular surveys on food access and affordability worldwide. These surveys measure household food consumption patterns and coping strategies, providing early warning data on potential food crises.
• Our multiple health surveys contribute to SDG 3 (Good Health and Well-being) by surveying access to healthcare services, tracking public awareness of health issues like the COVID-19 and ebola outbreaks, vaccine hesitancy and perceptions, and measuring subjective well-being and health indicators.
• In support of SDG 4 (Quality Education), we help assess school enrollment rates, reasons for non-attendance, measure parental perceptions of education quality, and evaluate the impact of distance learning initiatives during school closures.
• We have conducted surveys on SDG 5 (Gender Equality) to explore attitudes towards gender roles and women’s rights, measure women’s participation in decision-making and political representation, and assess the prevalence and perceptions of gender-based violence.
• We also contribute to SDG 6 (Clean Water and Sanitation) by surveying household access to clean water and sanitation facilities, measuring time spent collecting water, and assessing community satisfaction with water and sanitation services.
• For SDG 8 (Decent Work and Economic Growth), we track employment status, job satisfaction, and working conditions, measure access to finance and financial services and entrepreneurship opportunities, and assess the impact of economic shocks on households and businesses.
• Climate Change is a real threat and GeoPoll has conducted several local and global surveys to collect data on public perceptions and ideas on climate change. Examples include partnering with UNDP to conduct the recent global Peoples Climate Vote, East Africa’s private sector investments in climate change, and collecting data on public perceptions on climate change in the Caribbean.

The Path Forward

To fully leverage survey data for the SDGs, several key steps are necessary.

• Standardization efforts are crucial, involving the development of common survey methodologies and questions to allow for better comparison across countries and over time. Creating guidelines for adapting global SDG indicators to national and local contexts and establishing quality standards for survey data collection and analysis are also essential.
• Capacity building is another critical area, requiring support for developing countries in designing and implementing high-quality surveys. This involves training and equipping local researchers and statisticians in advanced survey methodologies and strengthening national statistical offices to lead SDG monitoring efforts.
• Data integration presents both a challenge and an opportunity. Combining survey data with other data sources can provide a more comprehensive understanding of SDG progress. This requires developing frameworks for integrating official statistics with citizen-generated and private-sector data and creating data ecosystems that allow for easy sharing and analysis of diverse data types.
• Ethical considerations must be at the forefront of these efforts. Ensuring data privacy and protection, especially when dealing with sensitive information, addressing potential biases, and promoting transparency in data collection methods and limitations are all crucial aspects of responsible data use.
• Promoting data use and impact is essential. Data is only as useful as its actual use. We mus encourage the use of survey data in policy-making and program design, developing user-friendly platforms for disseminating survey results to diverse stakeholders, and measuring and promoting the impact of data-driven decision-making on SDG progress.

As we strive to achieve the Sustainable Development Goals by 2030, survey data will continue to play a pivotal role. It provides the ground-level insights needed to understand real progress and challenges in sustainable development, giving voice to individuals and communities at the heart of the SDG agenda. By investing in innovative survey methods, ensuring representativeness, and integrating survey data with other sources, we can make more informed decisions and accelerate progress towards the SDGs.

At GeoPoll, we’re committed to pushing the boundaries of survey research and providing the data-driven insights needed to support global development efforts. Our mobile survey technology offers a powerful tool for rapid, representative data collection across diverse contexts. As we look towards 2030, we invite researchers, policymakers, and development practitioners to explore how survey data can enhance their work and contribute to creating a more sustainable and equitable world for all.

Contact GeoPoll to learn more about our work, capabilities and global coverage.

The post Using Survey Data to Drive Sustainable Development Goals (SDGs) appeared first on GeoPoll.

About the 2024 Peoples’ Climate Vote

Launched in 2021, the Peoples’ Climate Vote allows people to voice their concerns about climate change to world leaders. The 2024 edition is the largest to date, featuring 15 questions designed to capture the impact of climate change on daily lives, perceptions of its handling, and desired actions from leaders. This year’s survey expanded to regions previously unrepresented, making its findings even more significant.

Download the full report from the UNDP website or interact with the findings on the People’s Climate Vote website.

Methodology

Conducting a survey of this magnitude required an innovative approach. GeoPoll utilized Computer-Assisted Telephone Interviewing (CATI) to reach diverse populations globally. The standardized CATI approach ensured consistency and accuracy, offering several advantages:

• CATI Standardization: Using CATI exclusively allowed us to maintain high standards across all regions. Interviewers were trained to follow a consistent protocol, ensuring uniform data collection and comparable results across countries. This method enabled interviewers to clarify questions, probe for detailed responses, and address any misunderstandings in real-time. The GeoPoll CATI platform also has various automated and manual quality checks to ensure that all the data was accurately captured.
• Sampling and Reach: Stratified sampling and quota management for representation across demographics and regions. Coupled with broad coverage of various demographic groups and data weighting, this ensured the survey accurately reflected each country’s population.
• Language Diversity: To ensure inclusivity and accuracy, the survey was administered in 87 languages using accurately translated questionnaires and the GeoPoll Application’s multilingual features.
• High-Volume Data Collection: The data collection process involved making 1.9 million calls, resulting in 73,765 completed interviews. Our platform had to be customized to handle this large volume of data within a short time efficiently, demonstrating our built-in platform’s flexibility to accommodate any volume of data requirements. We made 1.9 million calls, resulting in 73,765 completed interviews, demonstrating our platform’s flexibility.

The CATI methodology was integral to ensuring that the 2024 Peoples’ Climate Vote was able to gather in-depth, accurate data from respondents around the world and capture the sentiments of all demographics irrespective of internet connectivity, literacy levels, and other impediments.

Overcoming Challenges

Executing a survey of this magnitude presented several challenges that were addressed with innovative solutions:

• Random Digit Dialing (RDD): To reach a wide and representative sample, we utilized RDD which involved using existing databases and layering additional randomization techniques to ensure broad coverage .
• Quota Management: Ensuring demographic representation required meticulous quota management. We closely monitored quotas for various demographic groups, adjusting our sampling strategies in real-time to fill gaps and avoid over-representation. This approach was particularly important in countries with diverse and dispersed populations .
• Handling Non-Response and Incomplete Data: We employed sophisticated weighting techniques to align the data with known population characteristics such as age, gender, and educational attainment to address non-response issues.
• Response Rate Management: We achieved a 6.8 percent response rate, from over over 1.9 million calls using call-back scheduling and localized call center support. For hard-to-reach groups, we used a within-household selection from an RDD call, asking the person called to pass the phone to the required group at that household if present.
• Translation Quality: Ensuring the accuracy and equivalence of survey questions across different languages and cultures was crucial. We implemented a double translation process with reconciliation, followed by multiple layers of review, to maintain the integrity and clarity of the questions across all 87 languages used in the survey.

The Bottom-line

The successful execution of the 2024 Peoples’ Climate Vote is a testament to GeoPoll’s expertise in large-scale survey administration. Our ability to innovate and adapt in challenging environments showcases our commitment to delivering accurate and meaningful data.

GeoPoll is immensely proud to have played a central and influential role in such a project that has set a benchmark for public opinion surveys on climate change. Capturing a comprehensive and accurate account of global attitudes towards climate change is a big step towards empowering world leaders and populations with important insights required to effectively address one of the most critical issues of our time. We believe the survey will be instrumental in raising awareness, driving informed policymaking, and ultimately contributing to global efforts to combat climate change and secure a better future for our planet.

For more detailed insights and full methodology, you can access the full report here.

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Mobile Penetration Rate in Ghana 

In 2024, mobile penetration in Ghana experienced significant growth. According to GSMA Intelligence, there were approximately 38.95 million mobile connections, representing 113% of the population. This suggests widespread use of multiple SIM cards, which is common in many African countries. 

Mobile Internet 

According to industry reports, mobile internet is playing a crucial role in connecting more Ghanaians to the digital world. By the beginning of 2024, around 70% of mobile connections in Ghana were broadband, ranging from 3G to 5G, up from 68% in the previous year. The number of mobile connections has consistently grown, reflecting an increasing adoption of mobile internet services. 

Nevertheless, like in other parts of the world, there are challenges. Many people within the reach of mobile broadband services do not use the internet. This highlights the need to focus on improving digital literacy and affordability to ensure that everyone in Ghana can benefit from connectivity. 

Mobile Money  

Since its introduction in 2009, mobile money has brought about a significant transformation in Ghana’s financial sector. Services like MTN Mobile Money, Vodafone Cash, and AirtelTigo Money have played a pivotal role in expanding financial inclusion and driving economic growth in the country.  

Notably, Ghana has emerged as a frontrunner in Africa with these platforms  empowering 23.4 millions of Ghanaians to access various financial services using just their mobile phones. From money transfers to bill payments, savings, and even obtaining loans, mobile money has revolutionized the way people manage their finances. This widespread adoption of mobile money has reduced dependency on cash, improved financial accessibility in rural areas, and provided small businesses with secure and hassle-free payment options. 

GeoPoll’s Mobile Research in Ghana 

GeoPoll’s robust database of survey respondents in Ghana is used to conduct research projects via mobile phones. Our direct connection with mobile network operators in Ghana allows us to send free mobile-based surveys for respondents to participate in and immediately provide respondents with the earned incentive the moment a questionnaire is completed. With over 7 million completed surveys and over 2 million respondents in Ghana, we run surveys via SMS, voice calls (CATI) in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. To learn more about our research capabilities in Ghana and beyond, contact us today. 

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The media giant shared that its coverage accumulated an astounding 23.5 billion minutes of stream time, a 40% surge compared to all prior summer and winter Games combined.

GeoPoll, in collaboration with mediaReach OMD, conducted a Pre-Olympics survey to assess public perceptions around the games. Drawing from the report, GeoPoll carried out a follow-up review of the most popular events during the 2024 Paris Olympics, focusing on Kenya’s viewership through the GeoPoll Audience Measurement service.

This analysis provided insights into which sports captured the attention of Kenyan audiences during the Games. The games were aired live on SuperSport and Kenya Broadcasting Channel (KBC)

1. Athletics-Men’s 800m Final

The Men’s 800m Final was the most-watched event with over 1.4 million Kenyans tuning in, and saw Kenya’s Emmanuel Wanyonyi finishing first.

At the age of 20, Wanyonyi became the youngest ever winner of the event in Olympic history, leading a race of unprecedented depth. With his winning time of 1:41.19, Wanyonyi became the third-fastest performer in history, behind only world record-holder David Rudisha and Wilson Kipketer.

2. Brazil vs USA 0-1: Women’s Football Final

The United States won the women’s football gold medal at the Paris Olympics with a 1-0 victory against Brazil on Saturday, August 10th. The match was live at 18:00 EAT and was viewed by millions across Kenya. 26-year-old forward Mallory Swanson’s second-half finish was enough to secure the Americans’ first Olympic gold since 2012 and their fifth overall.

3. Athletics – Men’s 200m Final

At the Paris 2024 Games on Thursday 8th 21.30EAT, Letsile Tebogo made history for Botswana by winning the country’s first Olympic gold medal in any sport. He secured the 200m title, holding off USA’s Kenny Bednarek and 100m champion Noah Lyles.

Tebogo used a record time of 19.46; this impressive time moves the 21-year-old to fifth on the world all-time list.

During the outstanding event, Tebogo was lined up in lane seven, with Bednarek to his right and Knighton, then Lyles, to his left. As they blasted out of the blocks and reached the curve, Tebogo was slightly ahead of his US rivals. He continued to pull away and had time to celebrate as he approached the finish line, looking up at the screen and then thumping his chest.

The event was popular among Kenyans, being the third most-watched event during the Paris 2024 Olympics with over 1.3 million viewers.

4. Athletics – Women’s 50000m Final

Kenya’s Beatrice Chebet won the gold medal in the women’s 5,000 meters race at the Olympics. She finished with a time of 14 minutes and 28.56 seconds. Faith Kipyegon, also from Kenya, initially got disqualified but then her silver medal was reinstated after a review. Sifan Hassan from the Netherlands won the silver with a time of 14:30.61, and Nadia Battocletti from Italy took home the bronze with a time of 14:31.64.

Chebet’s victory not only secured Kenya’s first medal at the Paris Olympics but also showcased her exceptional endurance and determination as she joyfully crossed the finish line.

World champion Faith Kipyegon initially secured second place with a time of 14:29.60 but faced disqualification following a collision with Ethiopian world record holder Gudaf Tsegay on the penultimate lap.

However, after a successful appeal by the Kenyan team, Kipyegon’s silver medal was reinstated, moving the Netherlands’ Sifan Hassan to the bronze-medal position and unfortunately knocking Italy’s Nadia Battocletti off the podium.

The heart-racing  event which was held on 5th August at 22.15EAT was the forth most watched Paris 2024 Olympics event.

5. Athletics – Men’s 100m Semi-Final

The athletics semi-finals on Sunday, August 4 were among the most-watched events during the Olympics. Many Kenyans watched the races in support of Ferdinand Omanyala, who participated in the 3rd heat and finished in 8th place, preventing him from advancing to the finals. USA’s Noah Lyles won the gold medal.

GeoPoll 2024 Paris Olympics Survey: Insights for Brands and Stakeholders

GeoPoll conducted this survey, in collaboration with mediaReach OMD, using its proprietary mobile web research platform. The survey reached 2,261 respondents, leveraging GeoPoll Audience Measurement (GAM) panels in Kenya and Tanzania, and The OMD Consumer Intelligence (OCI) panel in Ghana and Nigeria.

Data collection occurred from 31 May to 16 June, 2024. The survey was offered in English in Ghana, Kenya, and Nigeria, and in English and Swahili in Tanzania.

Click here, to learn more about the pre-olympic games consumer report.

About GeoPoll Audience Measurement

The GeoPoll Audience Measurement service is a subscription product launched in several countries in 2014. Through a unique mobile-based methodology, GeoPoll provides accurate, up-to-date audience measurement data for various channels, which enables media houses, brands, and agencies to target their audiences and measure ROI of advertisements more accurately.

For more detail on GeoPoll Audience Measurement’s unique methodology and the update, contact us directly today.

The post GeoPoll Audience Measurement – Olympics 2024 Top Events Kenya Viewership appeared first on GeoPoll.

Organizers called for 10 days of demonstrations to push the government to address high living costs, state neglect, and worsening security. The protests ended on the fifth day, amidst a deadly security clampdown and after Nigerian President Bola Tinubu called for an end to the protests. 

Demonstrators argued that Nigeria’s political elite did not indicate that they understood the issues of ordinary Nigerians and demanded a reversal of President Bola Tinubu’s economic reforms implemented last year. 

It is against this background that GeoPoll conducted a nationwide survey to capture the sentiments and perceptions of Nigerian youth regarding the state of the country and the recent protests. This report provides a detailed analysis of these findings, highlighting important demographic insights where relevant. 

Summary  

• Average Participation in Protests: Half of the respondents reported participating in the protest.  

• Reasons for Protesting: The protest was primarily driven by widespread concerns over the high cost of living, rampant corruption, unemployment, security issues, and inadequate education and healthcare. These were the most frequently cited reasons behind the unrest. 

• Expected Protest Impact: Majority believe the protests will lead to a positive outcome, resulting in a stronger government response and greater youth involvement in politics. 

•  Widespread discontent with the government: 88% feel that the government fails to adequately address youth concerns. 

• Important Issues at hand:  The youth emphasized that urgent issues such as the cost of living, unemployment, corruption, security, access to affordable education, and improved healthcare need immediate attention. 

• Brands: The majority of the respondents (85%) believe that it is important or very important for brands to engage in social causes. Brands such as Coca-Cola, Dangote, and MTN stand out as some of the brands that are doing a good job in supporting social causes. 

• Media Coverage: Media coverage of the protests received moderate (47%) attention. Television is the most trusted source of information (79%) regarding the protests, with 51% and 48% relying on Facebook and Radio, respectively.   

•  Youth and voting: The increased youth participation is expected to have significant implications, with 83% expressing a strong intention to vote in the upcoming elections. This is an improvement from the last election, during which 24% confirmed that they didn’t vote despite being eligible.“ 

Demographic Overview 

The survey collected responses from a diverse group of young Nigerians. The majority of respondents were aged 25-34 (48%), with 69% being male and 31% being female. Most had college degrees (70%), while 29% were unemployed and 27% owned small businesses. Respondents were mainly from urban (72%) and rural village (16%). 

Key Findings 

Mood and Current Feelings  

We started by asking the respondents how they felt at that point (2nd and 5th August). The results revealed a diverse range of emotions, with the majority reporting feeling neutral (37%) or positive (34%), while a smaller percentage expressed negative (13%) or very negative (8%) sentiments.  

Of those reporting positive feelings, the majority mentioned feeling hopeful (59%), followed by happiness (20%), excitement (16%), and empowerment (7%). Interestingly, even among those with negative emotions, the predominant feeling cited was hopefulness (50%), followed by concern (25%) and sadness (12%). 

Biggest Concerns 

When asked about their three biggest issues of concern in the country, cost of living (83%), unemployment (83%) and Corruption (80%) stood out, followed by Security (62%), education (35%) and healthcare (32%). 

Protests 

The majority, 99% of the participants, are aware of the anti-government protests. Similarly, half of the respondents reported participating in the protests. The majority (88%) believed that the protests reflected a general dissatisfaction with the government. 

When asked to rate the justification for the protests out of ten, 61% gave it high scores above 7/10, with 46% saying the protests are absolutely justified (10/10). 

Reasons for Protesting 

There have been speculations that the Nigeria Protests stemmed from the recent Kenya GenZ protests. When asked whether the protest was inspired by Kenya, 59% denied, whereas 44% agreed. It is crucial to note that there were pressing issues that cultivated the protests. 

The government’s response to these concerns will be crucial in determining the future stability and progress of the nation. Addressing the issue of bad governance, hunger, cost of living, and unemployment are essential steps to meet the protesters’ demands and restore public trust. Here is an analysis of the key themes that emerged from their open-ended responses 

• Bad governance: A significant portion of the participants mentioned that poor governance was the main reason for their involvement. They expressed frustration with widespread corruption, a lack of accountability, and ineffective public administration, which they believe have resulted in inadequate services and declining economic conditions. 

• High Cost of living: Many Nigerians cite the high cost of living as the main reason for their dissatisfaction. The increasing prices of essential goods and services have caused significant financial strain, leading to widespread frustration and anger. A recent survey shows that the rising cost of living has become a major concern, prompting calls for immediate economic reforms and government intervention to alleviate the financial difficulties experienced by the people.  

• Hunger: As many Nigerians are deeply worried about increasing food insecurity and the rising cost of living. The survey shows that widespread hunger and economic difficulties have led to public frustration, prompting people to demand more effective government action to address these critical issues. 

• Unemployment: Many demonstrators have expressed frustration over the lack of adequate job opportunities and the government’s failure to address the increasing unemployment rates. 

• Corruption: One of the main reasons behind the protests was the widespread frustration caused by corruption. Many protesters expressed their dissatisfaction with the pervasive corruption in different government levels, which they believe undermines public trust and hampers development. This feeling of betrayal and unfairness has led to calls for more transparency, accountability, and systemic reforms to tackle the underlying issues contributing to widespread corruption in the country.

Expected Outcomes from the Protests 

The GeoPoll survey sought to understand how the recent protest might influence government policies.  

• Increased government response:  57% of respondents anticipate an increased government response. This indicates that citizens believe the protests will compel the government to take swifter and more decisive action on crucial issues. The public is demanding reforms to address their concerns, including improved governance, better social services, and enhanced accountability. This expectation mirrors a rising call for change, as people become increasingly aware of their potential to influence policy through collective action. 

• Increased youth participation in politics: 29% of the respondents believe that the protests have energized young people, motivating them to become more involved in the political process. This increase in political engagement is expected to create a more dynamic and representative political environment where the voices and concerns of the younger generation are directly addressed in government policies. As a result, there is hope for more inclusive and responsive governance that better reflects the needs and aspirations of Nigeria’s youth. 

• Nothing will change: The survey showed that 15% of the participants think that the recent protests will not lead to any significant change in government policies. This reflects doubt about the impact of public demonstrations in bringing about real reforms. These individuals might believe that previous protests haven’t resulted in substantial policy changes or worry that the government’s response will only involve temporary measures instead of addressing the underlying causes of discontent. 

External Intervention 

There have been calls from the international community, including the UN, the AU, and ambassadors from several countries, for a better response to the ongoing protests. Across different age groups and genders, the majority of respondents (69%) believe that the international community should intervene in response to the protests.  

What the Youth Want: Preferred Government Actions 

Most of the youth interviewed (78%) feel the government is not addressing their needs.  

When asked to list actions they would like the government to take in order to better support the youth, young people in Nigeria are calling for practical solutions that address their immediate and long-term needs. From the open-ended responses in the survey, several key themes emerge regarding what the youth believe the government should do to support them better. Here are the most commonly mentioned responses. 

• Employment opportunities: They emphasize the need for the government to create job opportunities by fostering a more vibrant economic environment, investing in skill development programs, and encouraging entrepreneurship through accessible funding and mentorship. By prioritizing these actions, the government can empower the youth, reduce poverty, and drive sustainable economic growth in the country. 

• Reduce the high cost of living: Young people in Nigeria are calling for practical solutions that directly address the soaring cost of living. They advocate for policies that stabilize prices of essential goods. 

• Listen to the citizens and their grievances: A key demand is for the government to genuinely listen to citizens and their grievances, ensuring that their voices are heard and respected in policymaking processes. They believe that a government that actively engages with its people, acknowledges their concerns, and works collaboratively to find solutions will foster a more inclusive and responsive governance that addresses the real challenges facing the youth. 

• End bad governance: Nigerian youth emphasize the need for transparency, accountability, and improvement in government service provision. They believe that by tackling these root causes of inefficiency and injustice, the government can create an environment where opportunities for personal and national growth are accessible to all, ultimately paving the way for a brighter future for the country. 

• End corruption: They also recognize that corruption undermines opportunities and perpetuates inequality, making it difficult for them to achieve their full potential. By advocating for transparent governance, stricter enforcement of anti-corruption laws, and accountability at all levels of government, the youth are demanding an environment where merit and integrity are rewarded, creating a foundation for a brighter future. 

• Youth inclusivity: The youth in Nigeria are advocating for policies that ensure their voices are heard in decision-making processes, opportunities for meaningful participation in governance, and the creation of platforms that empower them to contribute to national development. The youth believe that inclusive policies will not only address their needs but also harness their potential, leading to a more equitable and 

• Improve Healthcare: Improving healthcare stands out as a top priority, with young people advocating for accessible, affordable, and quality medical services across the country. They emphasize the need for well-equipped hospitals, better trained medical personnel, and the implementation of health education programs that focus on preventive care. By addressing these healthcare challenges, the government can help ensure a healthier and more productive future for Nigeria’s you 

• Education: There is a growing demand for more investment in quality education, which includes, access to modern learning tools, and a curriculum that meets global standards. Young Nigerians are also calling for increased opportunities for scholarships, vocational training, and skills development to ensure that education prepares them to succeed in a competitive world. 

Role of Brands and Businesses in Social Causes 

In the heat of the protests and the following conversations, there were strong sentiments on various companies based on their conduct during the protests. Some brands were roundly criticized while others were highly praised. In the survey, we sought to understand the youths’ perceived role of brands and businesses in social causes.  

Majority of the respondents (86%) think it is important or very important for brands to engage in social causes. 

The youth value values such as product quality (78%), transparency (69%), customer service (61%) and corporate social responsibility (45%) if they are to trust a brand.  

Media 

Media Sources and Coverage 

The ’10 Days of Rage’ protests were covered across the various media sources. The survey findings show that TV (79%), Facebook (51%), radio (48%), newspapers (45%), and Twitter (42%) are the most trusted sources of information.

Mainstream vs Social 

Comparing mainstream and social media, there was a disparity in trust, with mainstream media earning more trust compared to social media. Mainstream media was generally trusted by 82% of the respondents, while social media was trusted by 75%. 

Reliability of news and information 

In times like these, there is a high chance of misinformation spreading. It seems that the youth in Nigeria are aware of this, as when asked whether they verify the news and information they consume, the majority (44%) said they “Always” do, while 34% said they “Often” verify news and information. This highlights a proactive approach among the youth in ensuring the accuracy of the information they receive.  

What Does the Future Hold? 

More youth will vote in the next election 

When asked if they voted in the last election, 24% of eligible young people admitted they did not. However, recent events have sparked a renewed sense of civic duty among the youth, evident in their active participation in protests and their push for government accountability. This heightened commitment is expected to influence future elections, with 83% of young people now planning to vote in the next election to shape the political landscape and drive meaningful change. 

Government will be held accountable by the youth 

In our survey, we asked Nigerian youth to share their hopes and aspirations for the country in the next five months. The responses point to a population that will be actively involved in holding the government accountable and demanding improvements, especially in the areas of the cost of living, governance, corruption, and overall decision-making. 

The future is bright 

In response to the question “How optimistic are you about the future of the country?” the majority of the respondents (36%) were very optimistic, 28% expressed optimism. However, it’s important to note that 26% were neutral, and 14% were pessimistic. Despite this guarded optimism, the youth, who have found their collective voice, believe that things will be better for Nigeria in the future.  

About this Study 

This survey was conducted using the GeoPoll Application and Mobile Website on August 2nd and 7th, 2024. The survey included 410 respondents targeting Nigerians aged 18-45, predominantly the youth (18% aged 18-24, 48% aged 25-34 and 34% aged 35-45). Gender distribution was 69% males and 31% females. Education levels varied: 70% had college degrees, 13% had masters degrees, 12% had secondary education, and 5% had vocational training. Geographically, the sample was nationally representative across all 36 states. 

Data was analyzed using statistical methods to identify trends and demographic differences to provide a nuanced understanding of youth perspectives. Qualitative responses were thematically analyzed to offer deeper insights into motivations and sentiments. 

The post GeoPoll Report: Nigeria Nationwide Protests appeared first on GeoPoll.

Mobile Penetration Rate in Tanzania

In 2024, mobile penetration in Tanzania significantly increased. According to Datareportal, there were 67.72 million mobile connections, which accounted for 99% of the total population. This marked a significant rise from the previous year when there were 57.42 million mobile connections, amounting to 86.4% of the population.

However, accurately assessing mobile penetration remains challenging in many countries due to the prevalence of multiple-SIM usage, as highlighted in the Mobile Phone and App Usage in Africa Survey.

Mobile Internet

According to GSMA, mobile internet is a powerful tool that is connecting more people to the internet than ever before. By the end of 2022, the number of people using mobile internet increased to 4.6 billion people (57% of the global population). However, the growth rate at which people adopt mobile internet has slowed in the last year, and significant digital divides persist. Yet, the increasing accessibility of mobile internet is a beacon of hope in bridging these divides.

Despite the benefits of connectivity, 38% of the global population is living within mobile broadband coverage but is not using it—the usage gap. This is a significant issue that needs to be addressed urgently. Furthermore, 5% are still not covered by mobile broadband—the coverage gap. These gaps underscore the importance of continued efforts to improve connectivity.

Industry reports show that Tanzania has experienced a significant increase in mobile internet adoption in recent years. As of February 2024, approximately 81% of mobile connections in Tanzania were broadband, ranging from 3G to 5G. This represents an increase from 60% in the previous year, indicating a continuing upward trend. In 2017, 39% of all mobile connections in the country were broadband. Overall, the number of mobile connections has also grown in Tanzania.

Mobile banking

In recent years, Tanzania has experienced significant growth in mobile money usage, revolutionizing how people conduct transactions throughout the country. According to the FinScope Tanzania 2023 report, mobile money adoption increased from 60% in 2017 to 72% in 2023. Tanzania is still trailing behind its regional neighbors in adopting mobile money. According to statistics, Tanzania is lagging behind East African countries like Kenya and Uganda in the use of mobile money for airtime purchases despite its growth potential.

In 2021, Kenya’s FinAccess reported that 50.7% of adults claimed to have used mobile money in the past 12 months to buy airtime. This is a significant increase from 33.9% in 2019. Similarly, Uganda has seen remarkable success in promoting mobile money adoption, especially in purchasing airtime. This success dates back to 2018 when the Ugandan government closed the scratch card regulation and introduced innovative initiatives to drive widespread usage.

GeoPoll’s Mobile Research in Tanzania

GeoPoll’s robust database of survey respondents in Tanzania is used to conduct research projects via mobile phones. Our direct connection with mobile network operators in Tanzania allows us to send free mobile-based surveys for respondents to participate in and immediately provide respondents with the earned incentive the moment a questionnaire is completed. We run surveys in  Tanzania via SMS; voice calls (CATI) in-person (CAPI), mobile web, mobile application, and mobile-based focus groups. To learn more about our research capabilities in Tanzania and beyond, contact us today.

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This generation is viewed as tech-savvy, mobile-centric, and actively involved in creative and entrepreneurial pursuits, ranging from tech startups to artistic endeavours. They are vocal about political and social issues, often leveraging hashtags such as #RejectFinanceBill to advocate for change.   

Is this an accurate description of African Gen Z? 

Since the term “Millennial” was defined by market researchers, similar stereotypes have been applied to each generation. Millennials were often labeled as entitled and lazy, living with their parents, with these assumptions popularized by Joel Stein’s May 2013 Time magazine article. However, these oversimplified characterizations overlook the diverse realities of each generation. 

Just as the Baby Boomers were dubbed the “Me Decade” in the 1970s and Generation X was termed the “Video Generation” in the 1980s, Gen Z in Africa is often misunderstood. GeoPoll conducted a nationwide survey in Kenya among 1986 youth, of ages 18 to 27 aimed to clarify the true habits and preferences of this emerging generation. 

They do digital jobs since they are Tech savvy 

Despite Kenya’s significant technological advancement and the global shift towards remote work, the GeoPoll survey indicates that a majority of respondents, specifically 66.71%, are currently unemployed. Additionally, 19.38% of those surveyed are employed, while 13.46% own a small business. This data sheds light on the current employment landscape in Kenya despite advancements in technology and the growing trend of remote work.  

They are lazy and not ambitious 

While a significant portion of Gen Z in Kenya is experiencing unemployment, members of other generations often perceive them as lazy and lacking in ambition. However, when Gen Z respondents were asked to assess their ambition relative to that of other generations, the results painted a different picture. An overwhelming 82.87% of Gen Z respondents consider themselves ambitious. Furthermore, 11.85% believe they are somewhat more ambitious than previous generations, with only 3.48% expressing neutrality and a mere 3.22% viewing themselves as less ambitious. 

This highlights a striking disparity between generational perceptions and Gen Z’s self-assessment, underscoring their determination and drive in the face of economic challenges. 

Gen Z’s Belief in the Importance of Education 

Though previous generations have commonly emphasized the significance of education for future opportunities, Gen Z overwhelmingly shares this belief. The study reveals that 91.05% of Gen Z respondents consider education to be important, with an additional 7.92% believing it to be somewhat important. Only 3.35% of respondents do not view education as important. These statistics illustrate that, akin to their predecessors, Gen Z places great value on education as a crucial determinant of future success.

The Traditional and Cultural Values of Gen Z in Kenya and Africa 

Kenya, like much of Africa, is known for valuing traditions and preserving cultural heritage. However, there is a common perception that Gen Z lacks respect for these traditions and cultural practices. The survey opinions were divided; 27.62% of respondents believe that Gen Z does not highly regard traditions and cultural practices. 27.56% feel that Gen Z values these traditions very much. 22.34% remain neutral. 15.71% believe Gen Z somewhat values traditions and culture. 

These findings reveals the view of Gen Z’s relationship with tradition and culture, highlighting a significant portion of the generation that still values cultural practices, despite the prevailing perceptions.  

They are mobile-first with high phone usage 

Gen Z’s defining characteristic is their reliance on mobile technology. According to the GeoPoll survey, an overwhelming 96.26% of respondents agree that they rely on mobile phones for communication and daily activities. Additionally, 2.90% of respondents sometimes rely on technology for communication, while only 2% do not depend on it at all. 

This strong dependence on mobile technology demonstrates Gen Z’s mobile-first approach to interacting and engaging with the world around them. 

They are all the same across Africa 

According to AKI, Generation Z is currently the largest generation in Africa with 428,514,686 inhabitants making up 31.20% of the population. Among Kenyan Gen Z, opinions on contemporary sentiments are varied. A significant 36.06% strongly agree with these statements, while 35.35% agree. Meanwhile, 17.06% remain neutral, and 13.78% do not agree with these sentiments.   

They do not care about serious matters 

The idea that Gen Z is apathetic towards political and civic issues is a misconception. According to a GeoPoll survey, a significant 63.30% of respondents stated that they are very involved in politics and public affairs. Additionally, 21.57% reported being somewhat involved, while 9.79% remained neutral. Only 4.83% were somewhat uninvolved, and a mere 2.83% refrained from political engagement altogether. These findings highlight Gen Z’s strong interest and active participation in shaping their political and civic landscape. 

Gen Z is killing TV, Radio, and Print 

Despite the rise of social media, TV and radio remain dominant in Africa. Sub-Saharan consumers typically watch TV or listen to the radio daily. However, Gen Z’s approach to media is changing. A majority of Gen Z relay on social media for news and entertainment. A recent GeoPoll study shows that, 57% of people prefer social media for immediate and interactive content, especially younger people. TV comes next at 25%, showing that it still plays a significant role in delivering news and entertainment. Radio and news websites are tied at 7% each, catering to more specific and niche audiences.   

Leading the Charge on Sustainability 

According to the United Nations, The Sustainable Development Goals are a call for action by all countries – poor, rich and middle-income – to promote prosperity while protecting the planet. They recognize that ending poverty must go hand-in-hand with strategies that build economic growth and address a range of social needs including education, health, social protection, and job opportunities, while tackling climate change and environmental protection. 

In Kenya, a substantial 92.98% of Gen Z agree that their generation is more focused on sustainability compared to previous generations. Meanwhile, 5.86% remain neutral, and only 2.64% believe that older generations are more committed to sustainability than Gen Z.   

Key Attributes Gen Z Values in Brand Consumption 

When it comes to brand consumption, Gen Z places high importance on several key attributes: 

• Quality of Products/Services (81.71%): The most critical factor for Gen Z is the quality of the products or services offered. They prioritize durability, effectiveness, and overall excellence, ensuring that their purchases meet high standards. 

• Price and Affordability (56.99%): Close behind quality is the consideration of price and affordability. Gen Z seeks value for money, looking for brands that offer competitive pricing without compromising on quality. 

• Brand Reputation and Trust (41.85%): Reputation and trust play a significant role in their purchasing decisions. Gen Z is drawn to brands with positive reputations and those they can trust to deliver on their promises. 

• Customer Service Experience (41.34%): Finally, the customer service experience is crucial. Gen Z values responsive, helpful, and efficient customer support, reflecting their desire for a smooth and satisfying interaction with brands. 

These attributes reflect Gen Z’s comprehensive approach to brand loyalty, emphasizing not just the product itself but also the overall experience and value associated with their purchases. 

The rise of Gen Apha 

Generation Alpha, born between 2010 and 2024, is the first group to come of age entirely in the 21st century, surrounded by advanced technology from the start. Known for their natural understanding of digital tools, Gen Alpha is poised to become the most tech-savvy and interconnected generation yet. Growing up with access to AI, virtual reality, and the internet from an early age, they are expected to propel future advancements and reshape global trends. Their upbringing in an ultra-connected world is likely to impact their learning preferences, communication patterns, and consumer behaviors, heralding a significant change in societal dynamics.   

Methodology/About this Survey 

This Exclusive Survey was run via the GeoPoll mobile application between 17th – 23rd July 2024 in Kenya. The sample size was 1,986, composed of diverse sample including a gender composition of  57% male and 43% female, and an age group of 18-27.

To get more details or conduct a scientific study on the youth or other topics in Africa, Asia, and Latin America, please contact us. 

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As athletes complete their final preparations for Paris 2024, GeoPoll, in collaboration with mediaReach OMD, conducted a survey to assess public perceptions around the games. The study was conducted using GeoPoll’s mobile web platform, surveying more than 2,250 respondents in Ghana, Kenya, Nigeria, and Tanzania. Topics covered include awareness of the games, interest, viewing intentions, favorite events, media consumption habits, betting trends, and perceptions of the event’s cultural and social impact.

The findings reveal a robust interest among Africans for the 2024 Paris Olympics, with a significant percentage rating their interest at the highest level.

Key Findings

• General Interest: Across countries, most rate their interest in the games as very interested (37%) or extremely interested (24%), and 93% said they intend to watch the games.
• Favorite Sports: Football stands out as the event respondents are most interested in watching – particularly in Ghana (57%) and Nigeria (56%). Other highly anticipated events include athletics (31%), swimming (21%), basketball (18%), and boxing (15%).
• Favorite Programming: The majority of respondents intend to watch the opening ceremonies (55%), and 64% say they prefer to watch their favorite events in their entirety rather than just tuning in for the quarterfinals, semifinals, and finals.
• Viewership: TV remains the device of choice for watching the games (80%). However, 60% of respondents also plan to follow the games on their mobile phone. The incidence increases to 72% in Nigeria.
• Viewing Times: Viewership is projected to increase throughout the day, with respondents saying they are most likely to watch in the evening from 6pm to 11pm (55%).
• Anticipated Category Behavior: The survey also identified opportunities for brands, as viewers intend to upgrade data plans, socialize with friends, engage in sports betting, and consume soft drinks and alcohol, among other activities.

50% plan to engage in betting on the Olympics

The perceived importance of the Olympics goes beyond Paris or the final medal count. From this study, 72% respondents believe the Olympics has a cultural and social impact in their countries. These findings underscore the immense enthusiasm Africans have for the Olympics and the wide array of sports that will captivate audiences worldwide.

For a more detailed report with insights, please visit the OMD Consumer Intelligence Platform or download the report here: https://www.mediareachomd.com/olympicsreport

About This Survey

GeoPoll conducted this survey, in collaboration with mediaReach OMD, using its proprietary mobile web research platform. The survey reached 2,261 respondents, leveraging GeoPoll Audience Measurement (GAM) panels in Kenya and Tanzania, and The OMD Consumer Intelligence (OCI) panel in Ghana and Nigeria.

Data collection occurred from 31 May to 16 June, 2024. The survey was offered in English in Ghana, Kenya, and Nigeria, and in English and Swahili in Tanzania.

The diverse sample for the study includes a gender composition of 66% male and 34% female, and an age breakdown of 12% ages 18-24, 55% ages 25-34, and 33% ages 35 and older.

For more information on the sample and methodology for this study or to conduct a research study of your own in Africa or around the world, contact GeoPoll today.

For more information about mediaReach OMD and its services, please visit www.mediareachomd.com.

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