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Kheira Haffiane

Three things to know about digital marketing in Africa


Internet penetration in Africa is lower than any other continent, at 18%. For this reason, Africa is often left out of the picture by international businesses working on their digital marketing strategy.

However, this continent is considered to be where China was ten years ago, and about to really take off digitally. Full of talent and ideas, Africa should not be ignored by forward-thinking international digital marketers.

Here are three things you need to know about digital marketing in Africa if you want to succeed in the continent.

1. The most digitally advanced nations

When it comes to internet usage, Nigeria leads the way with around 92 million of its 192 million-strong population being online. Egypt comes in second place, followed by Kenya, South Africa, Morocco, Algeria and Uganda. As a whole, the African continent has very low levels of internet penetration. Only around 27% of Africans are online, compared to 77% of Europeans and 88% of North Americans. However, figures show that this is changing, and the growth rate is extremely high compared to other continents.

2. The importance of mobile

The majority of African internet traffic originates from mobile devices, emphasising the importance of having a mobile-friendly website. For example, in Nigeria, 81% of traffic originated from mobile phones and only 16% originated from PCs in 2017. This is partly explained by the fact that mobile internet connections are cheaper and do not demand such complex infrastructures as PC connections do.

3. The most popular channels

Chat apps are big in Africa. WhatsApp, Facebook Messenger and Viber are all commonly-used platforms which can give great exposure to your content in Africa. The most popular social channels are Facebook (with 75.8% of the market share) and YouTube (15.8%). From the point of view of search engines, Google has the monopoly with the biggest share of the African market (95.5%), followed by Yahoo (2.1%) and Bing (1.9%).

I hope this has given you a useful introduction to digital marketing in Africa. For more in-depth information, read our free guide below.


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Kheira Haffiane

Kheira Haffiane

Account Executive at Webcertain
Kheira is currently an Account Executive at Webcertain and has ten years’ experience in general B2B client services. She is in charge of managing clients’ various digital marketing strategies, with a range of projects covering SEO, PPC, content marketing, translation and website development. Kheira is dynamic, hard-working and highly-motivated. By focusing on clients’ goals with a proactive and customised approach, she ensures that digital marketing strategies are attentively approached and endeavours to help in making them successful. Kheira is originally from France and with North African roots, but has been living in the UK for over ten years.
Kheira Haffiane

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2 Responses to Three things to know about digital marketing in Africa

  1. Avatarjeremy says:

    Hi Kheira,am a start up tour operator from kenya.Am keen on engaging with a consultant on digital marketing strategy for Africa.

    • Elin BoxElin Box says:

      Hi Jeremy,

      I’ve informed the Business Solutions team of your request. They’ll be in touch with you soon to see how they can help you! 🙂


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