É It is true that Angola finds itself in an era of unprecedented digital transformation, where Isenta Comunicações took the opportunity to present crucial data on social networks and emerging trends in our country in the year 2024. Under the guidance of Rui Castro, a dedicated professional at the intersection between technology and society, during the presentation of the data on March 28, he assured that one of the biggest objectives is to provide a deep vision about Angola's digital future.
Situation in Angola…
By January 2024, there were 14,63 million Internet users in Angola. The Internet penetration rate in Angola was 39,3% of the total population. Internet users increased by 437 thousand (+3,1%) between January 2023 and January 2024. If you want to have the full report, click here.
For perspective, these user numbers reveal that 22,61 million people in Angola did not use the Internet, suggesting that 60,7% of the population remained offline to date. However, the complexities associated with collecting and analyzing data from internet users mean that it can often take several months before research is ready for publication. As a result, the latest published figures on Internet usage invariably under-represent reality, and actual adoption and growth may be higher than the figures presented here suggest.
Social media…
There were 5,00 million active social media user identities in Angola in January 2024. Analysis shows that social media users in Angola increased by 1,5 million (+40,8%) between the beginning of 2023 and the beginning of 2024. The number of social media users in Angola at the beginning of 2024 was equivalent to 13,4% of the total population, but it is important to highlight that social media users may not represent unique individuals.
Meanwhile, data published in the ad planning tools of the main social media platforms indicates that there will be 5,00 million users aged 18 or over using social media in Angola at the beginning of 2024, which was equivalent to 27,6% of the total population aged 18 or over at that time.
Overall, 34,2% of the total internet user base in Angola (regardless of age) used at least one social media platform in January 2024. At that time, 41,0% of social media users in Angola were women while 59,0 percent were men.
Users on Facebook…
Data published on Meta's advertising resources indicates that Facebook had 5,00 million users in Angola in early 2024. However, Meta has made important changes to the way its advertising resources report audience reach data in recent months, including significant revisions to its core audience data for Facebook, so the numbers shown here may not be directly comparable to the numbers published in our previous reports.
Figures published in Meta's own tools indicate that the potential reach of Facebook ads in Angola increased by 1,5 million (+40,8%) between January 2023 and January 2024. For a more recent context, the same data shows that the number of users that marketers were able to reach with Facebook ads in Angola decreased by 650 thousand (-11,5%) between October 2023 and January 2024.
The reach of Facebook ads in Angola was equivalent to 13,4% of the total population at the beginning of 2024. However, Meta only allows people aged 13 and over to use Facebook, so it is worth highlighting that 22,3, 2024% of the “eligible” audience in Angola uses Meta in 34,2. To put this into further context, the reach of Facebook ads in Angola was equivalent to 2024% of the local internet user base (regardless of age) in January 2024. In early 41,0, 59,0% of the Facebook ad audience in Angola were women, while XNUMX% were men.
Users on Instagram…
Figures published in Meta's advertising tools indicate that Instagram had 763,5 thousand users in Angola at the beginning of 2024. The company's figures suggest that the reach of Instagram ads in Angola was equivalent to 2,1% of the total population in Angola. beginning of the year. However, Meta only allows people aged 13 or over to use Instagram, so it is worth highlighting that 3,4% of the “eligible” public in Angola uses Instagram in 2024.
It is also important to note that Instagram ad reach in Angola in early 2024 was equivalent to 5,2% of the local internet user base (regardless of age). At the beginning of 2024, 46,4% of Instagram's advertising audience in Angola were women, while 53,6% were men.
Data published in Meta's planning tools shows that Instagram's potential advertising reach in Angola increased by 257 thousand (+50,7%) between January 2023 and January 2024. On a quarterly basis, the company's data also reveals that the Instagram ad audience size in Angola increased by 6.050 (+0,8%) between October 2023 and January 2024. However, as we noted in the Facebook section above, changes in audience reach numbers published in planning tools of Meta ads do not necessarily correlate with overall changes in the active user bases of its platforms.
Users on TikTok…
The numbers published in the advertising resources of the ByteDance indicate that TikTok had 3,01 million users aged 18 and over in Angola at the beginning of 2024. Note that the ByteDance allows marketers to target TikTok ads to users 13 and older through its advertising tools, but those tools only show audience data for users 18 and older.
To put it into context, the numbers of ByteDance indicate that TikTok ads reached 16,6% of all adults aged 18 and over in Angola by early 2024. Meanwhile, TikTok's advertising reach in Angola was equivalent to 20,6% of the local internet user base at the beginning of the year, regardless of age.
Users on LinkedIn…
Figures published on LinkedIn's advertising resources indicate that LinkedIn had 890,0 “members” in Angola as of early 2024. However, please note that LinkedIn's advertising tools publish audience reach data based on total members registered users, rather than the monthly active users that form the basis of ad reach numbers published by most other social media platforms.
As a result, these LinkedIn numbers are not directly comparable to those
numbers from other social media platforms published on this page or in our
reports. The company's advertising reach figures suggest that LinkedIn's audience in Angola was equivalent to 2,4% of the total population at the beginning of 2024.
However, LinkedIn prevents people under the age of 18 from using its platform, so it is also useful to know that 4,9% of the “eligible” audience in Angola uses LinkedIn in 2024. To put this into further context, the reach of LinkedIn ads in Angola was equivalent to 6,1% of the local Internet user base (regardless of age) at the beginning of the year. In early 2024, 29,0% of LinkedIn's ad audience in Angola were women, while 71,0% were men.
Users on X (ex-Twitter)…
Figures published in X's advertising resources indicate that the platform had 92,5 thousand users in Angola at the beginning of 2024. This number means that the reach of X's advertising in Angola was equivalent to 0,2% of the total population at the time. However, it is important to emphasize that these advertising reach numbers are not the same as monthly active user numbers, and there may be significant differences between the size of X's ad audience and its total active user base.
Additionally, we've seen some particularly bizarre trends in the data reported on X's advertising tools over the past year, so we advise caution when analyzing these X numbers. It's important to note that X only allows people ages 13 and older to use its platform, so the most recent figures suggest that 0,4% of the “eligible” public in Angola will use X in 2024.
To further contextualize, X's ad reach in Angola was equivalent to 0,6% of the local Internet user base (regardless of age) at the beginning of the year. Data published in X's own ad planning tools (Twitter) shows that the potential reach of X's ad in Angola decreased by 12 thousand (-11,5%) between the beginning of 2023 and the beginning of 2024.
Meanwhile, the same data shows that the number of users that marketers were able to reach with ads on X in Angola decreased by 94 thousand (-50,5%) between October 2023 and January 2024. However, it should be noted that The numbers published in X planning tools appear to be subject to significant fluctuations, even over short periods of time, and these anomalies can impact the reliability and representativeness of this change data.
