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FACTS & STATS

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  • Region Economic Statistics
    GDP at current prices: $ 4.408 trillion
    GDP growth rate: 7.11%
    Exports: US $624 billion, Growth Rate: 3.50 %
    Imports: US $556 billion, Growth Rate : 13.38%

    More Facts

  • Population Statistics
    Africa has a total population of around 1 billion people.
    There are a total of 54 countries in Africa.
    The largest population in SSA is 173.6 million (Nigeria); the smallest is Seychelles (93 thousand).
    There are a total of 1445 listed domestic companies in Africa.

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  • Trade and Commerce Statistics
    Crude oil comprises more than half of total Africa's exports.
    In two thirds of SSA countries, one or two products are responsible for at least 60% of the country's total exports.
    On average, the merchandise export within trade blocs is 6% of total bloc exports.

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  • Key Government Business Resources for General Information
  • Top 10 in Africa
    Biggest Cities:
    1. Lagos, Nigeria - 13,488,000
    2. Cairo, Egypt - 10,772,000
    3. Alger, Algeria - 4,447,000
    4. Alexandria, Egypt - 3,995,000
    5. Casablanca, Morocco - 3,535,000
    6. Abidjan, Côte d'Ivoire - 3,359,000…

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  • Mobile Facts in Africa
    There are a total of 464 million mobile subscribers in Africa which accounts for 10% of the global total.
    Nigeria remains Africa’s largest mobile market with total connections reaching 73 million by the end of 2009.
    The addition of 4.1 million connections in Q4 2009 made it Nigeria’s strongest quarter for a year.

    More Facts

  • Internet in Africa
    Latest data show that there are 86,217,900 internet users in Africa, which represents 8.7% of Africa’s population and represents 4.8% of internet users in the world.
    From 2000 – 2009, internet users has increased 1,809.8%.
    Recent statistics have shown that arrivals from Angola grew almost by 12% growth for the period January to October 2009.

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Basic Economic Statistics:
  • GDP at current prices: $ 4.408 trillion
  • GDP growth rate: 7.11%
  • Exports: US $624 billion, Growth Rate: 3.50 %
  • Imports: US $556 billion, Growth Rate : 13.38%
  • Foreign Direct Investment (FDI): $ 629 trillion
  • Africa Market Value from listed companies: $1.036 trillion
  • South Africa has SSA's largest real GDP ($160.8 billion); the smallest is Guinea Bissau ($213 million).
  • In 1975-2005 the GDP per capita growth (PPP) was 0.70%; in 1995-2005 it was 1.88%.
  • During accelerated growth periods the region grew 3.6% a year (per capita PPP), but shrank -2.7% during periods of growth collapses.
  • Growth volatility is five times higher in SSA than that observed in low and middle income countries, as given by the coefficient of variation of GDP per capita growth.
  • In 1975-2005, the probability of observing growth acceleration and deceleration were 0.25 and 0.22, respectively. In 1995-2005, these probabilities were 0.42 and 0.12.
Population Statistics:
  • Africa has a total population of around 1 billion people.
  • There are a total of 54 countries in Africa.
  • The largest population in SSA is 173.6 million (Nigeria); the smallest is Seychelles (93 thousand).
  • More than 35% of Africans live in sustained-growth economies that have grown at more than 4% a year for ten years.
  • Thirty three percent of children who start first grade reaches grade five in Chad; in Mauritius 97% reach fifth grade. (MDG 2).
  • South Africa has the most advanced economy on the African continent. Since1994, particularly, the country's economy has grown rapidly. Its geographical position provides an ideal gateway to Sub-Saharan Africa.
  • There are a total of 1445 listed domestic companies in Africa.
Trade and Commerce Statistics:
  • Crude oil comprises more than half of total Africa's exports.
  • In two thirds of SSA countries, one or two products are responsible for at least 60% of the country's total exports.
  • On average, the merchandise export within trade blocs is 6% of total bloc exports.
  • South Africa's major trading partners are Germany, United States, United Kingdom, Japan, the Netherlands and China.
  • Nigeria is the United States' largest trading partner in sub-Saharan Africa, largely due to the high level of petroleum imports from Nigeria, which supply 11% of U.S. oil imports--nearly 46% of Nigeria's daily oil production.
  • Nigeria is the fifth-largest exporter of oil to the United States.
  • Led by machinery, wheat, and motor vehicles, U.S. goods exports to Nigeria in 2008 were worth more than $4 billion.
  • In 2008, U.S. imports from Nigeria were over $38 billion, consisting predominantly of oil. However, rubber products, cocoa, gum arabic, cashews, coffee, and ginger constituted over $70 million of U.S. imports from Nigeria in 2007.
  • Nigeria is the 50th-largest export market for U.S. goods and the 14th-largest exporter of goods to the United States.
  • South Africa is the world's largest producer and exporter of platinum, the third-largest producer of gold, and a significant exporter of coal and iron ore.
Top 10 in Africa:
  • Biggest Cities:
  1. Lagos, Nigeria - 13,488,000
  2. Cairo, Egypt - 10,772,000
  3. Alger, Algeria - 4,447,000
  4. Alexandria, Egypt - 3,995,000
  5. Casablanca, Morocco - 3,535,000
  6. Abidjan, Côte d'Ivoire - 3,359,000
  7. Adis Abeba, Ethiopia - 3,112,000
  8. Cape Town, South Africa - 3,092,000
  9. Maputo, Mozambique - 3,017,000
  • Biggest Companies (based on revenues):
  1. Forbes Global Rank: 285
    Name:
    Standard Bank Group Country: South Africa Industry: Banking
    Sales ($Bil):
    9.34Profits ($Bil): 1.37 Assets ($Bil): 108.55 Market Value ($Bil): 15.39
  2. Forbes Global Rank: 361
    Name: FirstRand Country: South Africa Industry: Banking
    Sales ($Bil): 6.30 Profits ($Bil): 1.22 Assets ($Bil): 69.47 Market Value ($Bil): 17.03
  3. Forbes Global Rank: 390
    Name: Sasol Country: South Africa Industry: Oil & Gas Operations
    Sales ($Bil): 10.42 Profits ($Bil): 1.44 Assets ($Bil): 13.18 Market Value ($Bil): 23.28
  4. Forbes Global Rank: 454
    Name: Sanlam Country: South Africa Industry: Insurance
    Sales ($Bil): 16.35 Profits ($Bil): 0.58 Assets ($Bil): 39.86 Market Value ($Bil): 7.20
  5. Forbes Global Rank: 589
    Name: Telkom Country: South Africa ndustry: Telecommunications Services
    Sales ($Bil): 6.90 Profits ($Bil): 1.08 Assets ($Bil): 9.13 Market Value ($Bil): 14.09
  6. Forbes Global Rank: 744
    Name: Royal Caribbean Country: Liberia Industry: Hotels, Restaurants & Leisure
    Sales ($Bil): 4.90 Profits ($Bil): 0.66 Assets ($Bil): 11.26 Market Value ($Bil): 9.27
  7. Forbes Global Rank: 815
    Name: MTN Group Country: South Africa Industry: Telecommunications Services
    Sales ($Bil): 4.64 Profits ($Bil): 1.03 Assets ($Bil): 4.57 Market Value ($Bil): 16.18
  8. Forbes Global Rank: 976
    Name: Remgro Country: South Africa Industry: Conglomerates
    Sales ($Bil): 1.60 Profits ($Bil): 1.41 Assets ($Bil): 6.34 Market Value ($Bil): 10.12
  9. Forbes Global Rank: 1114
    Name: Bidvest Group Country: South Africa Industry: Conglomerates
    Sales ($Bil): 9.45 Profits ($Bil): 0.31 Assets ($Bil): 3.11 Market Value ($Bil): 5.08
  10. Forbes Global Rank: 1123
    Name: Investec Country: United Kingdom/South Africa
    Industry: Diversified Financials
    Sales ($Bil): 2.47 Profits ($Bil): 0.19 Assets ($Bil): 33.80 Market Value ($Bil): 6.08
  • Top Business Schools:
  1. Institit Superieur de Management - Senegal
  2. Institut Africain de Management - Sengegal
  3. Obafemi Awolowo Univeristy/Ile Ife- Nigeria
  4. Lagos Business School/Pan African University - Nigeria
  5. Ghana Institue of Management and public Administration - Ghana
  6. University of Stellenbosch Business School - South Africa
  7. NMMU Nusiness School - South Africa
  8. University of Cape Town/Graduate School for Business - South Africa
  9. Wits Busniess School - South Africa
  10. United State International University - Kenya
Mobile Facts in Africa:
  • Top internet using countries in Africa - click here to see the chart
  • There are a total of 464 million mobile subscribers in Africa which accounts for 10% of the global total.
  • Nigeria remains Africa’s largest mobile market with total connections reaching 73 million by the end of 2009.
  • The addition of 4.1 million connections in Q4 2009 made it Nigeria’s strongest quarter for a year.
  • Over half of these net additions were gained by market-leader MTN, which reached 30.8 million connections
  • In South Africa, SIM card registration (introduced from August 2009) has had a significant impact, with Q4 witnessing a second consecutive quarter of connection losses in excess of 1 million.
  • Mobile marketing company XS2TheWorld has introduced mobile marketing services in Nigeria, from mobile websites to fully branded mobile applications.
  • Currently, Nigeria boasts 70 million phone users from over 4 billion phone users worldwide, making its mobile market suitable for the introduction of such services.
  • Africa is set to become a hotbed of mobile marketing potential as uptake of handsets continues to grow.
  • An expert on mobile marketing on the continent, Moses Kemibaro, pointed out that the use of handsets in Africa has risen by 550 per cent over the past five years, meaning that 30 per cent now have access to a mobile phone.
  • A number of emerging markets have recently been tipped to provide new mobile marketing opportunities to brands.
  • For instance, the Mobile Marketing Association picked out Asia Pacific as the world's biggest target for the channel, due to the popularity of mobile devices in the region.
  • South Africa has 724.3 mobile phones per 1000 people; Ethiopia has the least with 5.8 per 1000 people.
Internet Connection in Africa:
  • Latest data show that there are 86,217,900 internet users in Africa, which represents 8.7% of Africa’s population and represents 4.8% of internet users in the world. 
  • From 2000 – 2009, internet users has increased 1,809.8%.
  • South Africa has almost doubled its marketing budget for African markets, from R30 million in the present financial year to R55 million, in the next financial year, said newly appointed South African Tourism CEO Thandiwe January-Mclean yesterday, Thursday, 18 February 2010, during her first face-to-face meeting with the press since starting her job last month.
  • January-Mclean also said that marketing investments for Asian markets - China and India in particular, which grew by 10% and 18% respectively in 2009 - will increase by 20% and 50%, respectively, in the next financial year.
  • Recent statistics have shown that arrivals from Angola grew almost by 12% growth for the period January to October 2009.
  • Continued global development is able to sustain demand for oil, and other industrial raw materials will remain relatively high prices. Oil prices are expected to be stable at 60 U.S. dollars per barrel in 2007 and 2008, the report said.
  • It takes 14 days to start a business in the Central African Republic, and 233 days in Guinea Bissau. (IDA10).
  • In the 2006/7 Doing Business Indicators, Mauritius, South Africa, Namibia, and Botswana were ranked among the top third best countries to do business, but the average rank of African countries was 136 among 178 countries.
  • Access to finance, infrastructure, institutions, and skills are the constraints most often reported as "major" or "very severe" by entrepreneurs.
  • It takes 7% of GNI per capita to start a business in South Africa and 1195 per cent in Sierra Leone. (IDA 9)
  • The average CPIA score in 2006 was 3.2, from 2.8 in 1996, and 27 of 36 countries evaluated in both years improved their scores.
  • The lowest net primary enrolment ratio is found in Djibouti (33.3%); the highest is in Sao Tome and Principe (96.7 per cent). (MDG 2).
  • In Democratic Republic of Congo, Ethiopia and Niger 2 persons out of a thousand are Internet users; there are 249 in every thousand people in Seychelles, which also has 189 computers per 1000 people. (MDG 8)
  • The most important contributors to the economy include the mining sector, manufacturing and agriculture. Most economic activity takes place in Gauteng where most mining occurs. The country's financial and industrial infrastructure is well-developed with excellent growth potential.


INTERNET MARKETING

MOBILE MARKETING

DIRECT MARKETING

Internet ranks the lowest in media penetration within the Urban and Per-Urban population. Internet's penetration is at 30% with TV, radio, mobile, newspapers, and magazines all out-ranking in percentage of the population.

(January 2014) 1

In the December 2012 Social Media report, South Africa now has 6.19 million users on Facebook, ranking 32nd in the global standings.

(January 2013) 2

Facebook marketing in 2013 will be all about developing local strategies and targeting the right audience.

(January 2013) 3

Visual engagement in 2012 was astoundingly high. 45.4% of users who view at least one video during the course of a month.

(January 2013) 4

According to the March 2014 South African Mobile Report released by Effective Measure/IAB, almost 50% of smartphone owners have been exposed to mobile-based advertisements. Despite the fact that SMS text messages dominate the kind of advertisements Internet users are exposed to, advertisements through websites and applications look to be gaining traction in the South African market. 

(April 2014) 5

Predictions for the year of 2014 indicate that mobile advertising will become a US$ 19 billion industry and that businesses should direct between 25% and 50% of their marketing budget towards it.

(January 2014) 6

Around 25% of South African mobile subscribers already have smartphones.

(January 2013) 7

In August 2012, World Wide Worx estimated that around 10 million smartphones have been sold in the country. Do not be surprised if that number leaps to 40% or 50% by the end of this year.

(January 2013) 8

More than 45% of enterprises in Nigeria are planning to deploy unified communications and collaboration solutions in the next 3 years. In line with this development, the local organisational practice of buying individual services such as telephony, instant messaging, audio/video conferencing, and email from different vendors is expected to decline over the course of 2014.

(March 2014) 9

Because South African consumers have become more aware of privacy and security issues, businesses are now forced to find new ways to get phone numbers for direct communication.

(March 2013) 10

Spending on direct marketing, which uses consumer data lists, continues to grow at a healthy 5 percent clip, accounting for more than $163 billion last year, or half of the total advertising spending in the U.S. Digital channels are a big part of that growth, making up nearly 20 percent of the total.

(October 2012) 11

The global Social TV market revenue is expected to grow from $151.14 billion in 2012 to $256.44 billion by 2017, at an estimated CAGR of 11.2% from 2012 to 2017.

(October 2012) 12

MARKETING OPERATIONS

MARKETING SPEND

GLOBAL MARKET RESOURCES

Just 11% of B2B lead generation marketers describe their marketing as highly effective and efficient.

(September 2012) 13

Of companies using marketing automation and ROI metrics, 69 percent reported an increase in total marketing revenue contribution.

(September 2012) 14

China will become the third-largest ad market behind the U.S. and Japan in 2012, displacing Germany.

(December 2010) 15
More than 75% of companies surveyed by Gartner said they would cut 20% or more of their marketing budget. (September 2009) 16

Middle East and North Africa spent a combined $4.4 billion on major-media advertisement. This is a 4.7% increse from 2012. Major Media includes: TV, internet, newspaper, magazine, outdoor, and cinema.

(December 2013) 17

South Africa ranked 21st in largest global advertising markets in 2013 at $4.39 billion. This was a 9.2% increase from 2012 to 2013, and makes up less than 1% of total worldwide advertising spenditure.

(December 2013) 18

The ad spend for the year 2008 was $3.04 million and it is targeted to rise to $20.5 million in 2013. Many advertisers who were initially sceptical to what digital marketing and advertising could do are turning into adopters.

(January 2013) 19

Worldwide digital advertising is projected to have a growth rate of 15 per cent from 2011 to 2016, making it the third fastest growing media for the next decade to come.

(January 2013) 20

* Facts & Stats are curated by the CMO Council team. Attributions for each entry can be seen by hovering over each footnote.

CMO Council Contact
Donovan Neale-May
Executive Director
408-677-5300 x5333
donovan@cmocouncil.org

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