Younger generations in Uganda are moving towards new media sources for information on new products and brands, while older generations stick to traditional media sources for this information.
It is vital for brands to identify their audience’s most trusted sources of information, in order to capture their attention and promote their goods and services. Our Kasi Insight Media Tracker Survey in Uganda conducted amongst 501 respondents in July 2022, seeks to understand which sources of information consumers use for learning about new products and brands as well as which of the sources is their most preferred/trusted.
While traditional media remains the dominant source of information in Uganda, Gen Z prefer new media
TV and Billboards are the top two most used sources by Ugandan consumers when gathering information about new products and brands. Amongst respondents 91% state that TV is a commonly used source of information on new products and brands, while 80% stated the same for Billboards. Surprisingly, word of mouth ranks lower, presenting as a very minor source of information for respondents; in fact, only 3% of the respondents selected this response.
Across age groups, there are differences in the use of sources, with Gen Z moving away from more traditional sources. Gen Z respondents rely on new media, specifically online sources of information about new products and brands with 85% of the respondents in this age group stating online as a most used source. This differs from the other age groups, of which older respondents are less keen on these new media (online) sources, with only 50% of Gen X respondents selecting this response and no Baby Boomers.
Online most trusted amongst the younger age group while TV is trusted by older segments
The most trusted sources according to the respondents are Online (45%) and TV (33%). Here Billboards lose their ranking and are not considered one of the most trusted sources, even with them being one of the most used sources for respondents to gain information on new products or brands. This could be suggestive of the fact that Billboards are limited in the amount of information they can convey about a product/brand in comparison to what can be conveyed through short informative clips on online sources/TV.
When viewed across age groups, respondents demonstrate a similar trend to those of sources used most often. Younger respondents are seen to be more trusting of new media (online sources), while older generations are more trusting of traditional media sources. Gen Z respondents are significantly reliant on the online sources with 57% of the respondents in this age group selecting this response, while only 16% of Gen X respondents selected this response.
For Gen X, traditional media sources are key for brands to target this audience. Gen X are very trusting of TV, Radio and Newspapers with a total of 84% of the respondents in the age group selecting one of these three traditional media sources.
Brands should diversify their marketing channels in order to reach all age groups within Uganda. For brands looking to target younger consumers, new media sources such as online/social media sources are well suited to promote a new product or brand. On the other hand, brands looking to target an older audience, traditional media sources (e.g. TV, Radio, Newspapers) remain strong marketing platforms.
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