Facebook adoption and spending on the rise in Africa
Facebook adoption continues to see growth every month. Let’s take a look at how it has feared this quarter. The countries under review have a combined 85% of total African population on Facebook.
Growth in South Africa has saturation point while Egypt, Tunisia and morocco are all fast rising. Egypt added the highest number of users (392680) between February and now followed by Morocco (345, 380), Tunisia 309,920 and Nigeria, 155,480. Egypt added almost as much users the total number of Ghana, Facebook users.
|
S/N |
Countries |
February |
April |
Change |
Internet Users |
% Penetration |
|
1 |
Egypt |
2,573,080 |
2,965,760 |
13% |
12,600,000 |
23.5 |
|
2 |
South Africa |
2,389,560 |
2,437,540 |
2% |
4,600,000 |
53.0 |
|
3 |
Morocco |
1,275,780 |
1,621,160 |
21% |
10,300,000 |
15.7 |
|
4 |
Tunisia |
1,136,880 |
1,446,800 |
21% |
2,000,000 |
72.3 |
|
5 |
Nigeria |
1,029,300 |
1,184,780 |
13% |
11,000,000 |
10.8 |
|
6 |
Kenya |
554,380 |
632,540 |
12% |
3,400,000 |
18.6 |
|
7 |
Ghana |
354,380 |
429,920 |
18% |
997,000 |
43.1 |
Egypt is very far ahead of the pack, leading South Africa with more than 500,000 users and penetration still at 23.5%, it sure can increase the gap in months to come. South Africa’s increments in just 2% as oppose 21% or Morocco and Tunisia and 13% of both Egypt and Nigeria.
Chart
Demography
| Countries | Male | Female |
| Egypt | 61% | 39% |
| South Africa | 49% | 51% |
| Morocco | 61% | 39% |
| Tunisia | 58% | 42% |
| Nigeria | 66% | 34% |
| Kenya | 68% | 32% |
| Ghana | 68% | 32% |
Spending on Facebook
| Countries | avg. CPC | avg. CPM |
| South Africa |
$0.27 |
$0.12 |
| Nigeria |
$0.26 |
$0.11 |
| Kenya |
$0.17 |
$0.07 |
| Ghana |
$0.10 |
$0.04 |
| Egypt |
$0.06 |
$0.03 |
| Morocco |
$0.06 |
$0.03 |
| Tunisia |
$0.05 |
$0.02 |
As Facebook continues its search for profitability, it has to selectively choose which African country to focus on. Apparently, South Africa is a country of choice given the technology advancement in the country. Though Egypt and other African countries have considerable user base, but if they are unable to affect Facebook bottom-line, I think will be a huge liability to the company.
