When it comes to advertising awareness in Africa, respondents in a recent Nielsen survey said traditional channels such as broadcast media are the best way to reach them in Africa, CNBCAfrica reports.

By comparison, survey responses indicated that online advertising represented Africans’ lowest level of advertising awareness — probably because the majority of mobile devices in Africa are feature phones, Nielsen said.

About half of all household spending in sub-Saharan Africa goes to consumer
packaged goods, according to the recent Nielsen’s Emerging Market Insights
report. Nielsen studies consumers in more than 100 countries to provide views of habits and trends.

What is the best way to reach Africa’s consumers?

“Nearly half (48 percent) of consumers interviewed said advertising has significant influence on their purchase decisions,” Nielsen reported. “Some 38 percent said that promotional activities ranging from in-store displays to value packaging to special offers, motivate them to buy more of a particular product—and even give preference to that product over other brands.”

One-third (34 percent) of consumers interviewed also said they buy more of a product or give preference to products that they know engage in corporate social responsibility programs or practices.

“That figure is significantly higher in some markets, like Rwanda, where 53 percent of consumers said corporate social responsibility (CSR) influences their purchase decisions,” Nielsen reported.

Recent Nielsen survey respondents said they were most aware of traditional advertising channels, with broadcast (83 percent) topping the list, followed by outdoor (78 percent) and print advertising (65 percent), CNBCAfrica reports.

“Nearly half of respondents (49 percent) are aware of mobile advertising, though most mobile advertising across the continent is still text messaging/SMS based because the majority of devices consumers own are feature phones. Consequently, only a fifth (19 percent) of respondents are aware of online advertising,” according to the Nielsen report.

Because there is no such thing as ”typical Africans” and brands, advertisers must understand the diversity on the continent to be successful, Nielsen said, according to the CNBCAfrica report.