AFRICA SUMMITS AT A GLANCE
Newsroom Transformation | Media Revenue | Product & Tech | Audience Development

How to engage, nurture, and develop young consumers in the digital spaces in which they thrive – and how to draw them to your news brand

Digital products that resonate

Adopting a sympathetic voice

Marketing & onboarding

Targeting young adult users in the world’s youngest and fastest-changing continent

Africa’s median age is only 19, the youngest continent on earth. Fewer than 7 in 10 adults can read and write a simple statement. Sub-Saharan Africa has the highest rates of education exclusion in the world. Media literacy, including basic understanding of misinformation and disinformation, is non-existent in most parts of the continent.

While all KPIs point upward, engaging audiences – notably young adults – is a peculiar challenge in Africa where “legacy” brands matter less in a digitally reforming market.

In this Africa Audience Development Summit, take away what news media companies are doing to connect with fickle young adults through product, marketing, and brand innovation.