During the Olympics, 92% of sub-Saharan consumers will be engaging in second-screening. Picture: DC Studio/Freepik
Ninety-two percent of sub-Saharan African consumers will be using their mobile phones to second-screen while watching the 2024 Paris Olympics.
According to managing director of Aleph, Stephen A Newton, the second-screening is when people watch something on TV (first screen) and then browse something else on social media using a second screen.
Newton said that consumers in Sub-Saharan Africa will be using a variety of online platforms from Spotify to TikTok during the Olympics.
“Undoubtedly, Sub-Saharan African consumers will use X (formerly Twitter) for conversations during the events, TikTok and Snapchat to create their own content and follow other content creators Snapchat, and Spotify and Audiomack to create their playlists,” Newton said.
On the local front, South African consumers are expected to use all of platforms mentioned above except for Audiomack.
According to Newton, South Africans are typically invested in the Olympics due to the excitement and national pride associated with the world's second-largest sporting event.
South Africa has strong prospects in the Olympics, especially in Athletics, Swimming, Rugby Sevens, Cycling and Rowing. This means that people will show up to support their local heroes.
“My prediction is that keen interest will be in the following sports where SA has traditionally been quite competitive,” Newton said.
Some of the stand-out athletes for South Africans will be looking out for include:
– Akani Simbine and Wayde Van Niekerk for Athletics.
– Tatjana Schoenmaker and Chad le Clos for Swimming.
– Siviwe Soyizwapi and Selvyn Davids for Rugby Sevens.
– Ashleigh Moolman-Pasio and Greg Minnaar for Cycling.
– Lawrence Brittain and John Smith for Rowing.
Newton said that second-screening refers to the behaviour where individuals use a secondary or tertiary device, such as a mobile phone or a mobile phone and tablet, to browse social media or other online content whilst watching TV.
The reason that people second-screen is to be able to engage with their circle or the world on content in real time.
Newton said that the trend of second-screening is growing in sub-Saharan Africa and South Africa due to increased smartphone penetration, improved internet access, and the popularity and ubiquitousness of social media.
“This allows viewers to interact with content, share their experiences, and stay connected with others in real-time while watching major events like the Olympics,” Newton said.
IOL Technology