Impact Of Women’s Media Choices – BBG Research Findings On Seven African Countries

More than 75% of Zimbabwean women own a mobile phone, only 18% of women in Niger listen to the radio on a daily basis, and approximately half of women in Côte d’Ivoire watch TV daily.

The Broadcasting Board of Governors, together with Gallup, hosted a research briefing about women’s media consumption habits across seven African countries, and how those choices affect their lives.

“We have to understand the culture and sociology of Africa as we look at its media needs and the needs of women and girls. Research is critical to know what is working and what is not, and media can be a source of informal education,” said Tara Sonenshine, Distinguished Fellow, George Washington University’s School of Media and Public Affairs and former Under Secretary of State for Public Diplomacy and Public Affairs, during opening remarks at the event.

Engagement with the news process also plays a critical role in women’s lives, with approximately a third of women in Mali (37%) and in Zimbabwe (32%) reporting that they had frequently shared news with family, friends, or relatives.