Press release - African cities digital popularity - 010714
Africa Digital Lab, the platform of expertise and exchange created by Hopscotch Systeme Africa, has released its new digital barometer. This barometer measures the digital popularity of 62 African cities, selected among the most populated cities on the continent. It analyzes their attractiveness through various indices: search engine optimization, e-reputation and social media engagement.
Published on: Mar 4, 2016
Transcripts - Press release - African cities digital popularity - 010714
Paris/Casablanca, July 2nd
African cities digital popularity : 2nd digital barometer of the Africa Digital Lab
Hopscotch Systeme Africa, a consulting Agency in communications dedicated to Africa, was interested in
knowing how African cities appear on the net. Its digital barometer monitored 62 cities and established the
Top 5 of the most popular African cities online; it highlights a significant optimization potential.
Africa Digital Lab, the platform of expertise and exchange created by Hopscotch Systeme Africa, has released its new
digital barometer. This barometer measures the digital popularity of 62 African cities, selected among the most populated
cities on the continent. It analyzes their attractiveness through various indices: search engine optimization, e-reputation
and social media engagement.
The popularity of African cities is a dated photography of their digital prints based on quantitative and qualitative data :
Web presence: it measures the display of links which mentions the city on the web, whether the links are
controlled by official authorities or not.
Existence of controlled links: it focuses on the specific analysis of referenced links on Google managed by official
Social media activity: the web community strength measures the city’s capacity to recruit followers (Fans,
followers, pages, groups).
The top ranking cities are : Cap Town, Alexandria, Marrakech, Johannesburg and Windhoek.
The barometer shows the slow progress of most African cities in the efficient control of their digital communication. It
emphasizes the dynamism of Southern & North Africa and points out the weakness of the French-speaking world. It points
out three important lessons:
1. Cities must control their presence on the web in order to better handle their popularity, particularly through a
well-articulated search engine optimization strategy
The visibility of African cities on the web is very disparate depending on the region and concerns of users;
Compared to Western cities, users’ interest in African cities remains low in the number of Google queries.
There is a real potential for optimization.
2. Cities should promote their economic attractiveness in order to make their shine on an axis of strong carrier
The cities’ economic attractiveness lacks a digital communication support - which is harmful in terms of
general interest and of potential economic growth. The touristic and cultural potential of cities must be
coupled with a strengthened digital presence in a logic of economic development - tourism is one of the
major economic development factors on the continent.
3. African cities have not taken full possession of social media; there is a sub-operating engagement lever between
cities and their audiences.
They must control them in order to develop a relationship with their communities and generate their
To know more about the digital barometer « African cities digital popularity »
ABOUT HOPSCOTCH SYSTEME AFRICA
Hopscotch Systeme Africa is the subsidiary dedicated to the African continent of the Public System Hopscotch group, third
French group of communication, listed on NYSE Euronext Paris, specializing in Public Relations, event, Digital and Social
Hopscotch Systeme Africa provides strategic communication activities for the continent. From Paris and Casablanca, they
rely on a strong platform of experts in communications and public relations - strategic consulting, media relations, digital,
public affairs and events - to address clients’ image issues, reputation and economic development.
Hopscotch Systeme Africa created the Digital Lab, a platform of exchange and expertise dedicated to Africa to know,
measure and adopt best practices in digital communication.
Website : www.africadigitallab.com et africa.hopscotchsysteme.com
Catherine Dernis / Senior Consultant Hopscotch Systeme Africa
Mobile phone : +33 1 41 34 20 69
Agnès Guillard / Senior Consultant Hopscotch Systeme Africa
Mobile phone : +212 5 22 39 32 43
Hopscotch Système Africa - 40, rue Anatole France – 92594 Levallois-Perret Cedex - Standard: +33(0) 1 41 34 20 00 – Fax: +33(0) 1
47 58 77 77 – http://africa.hopscotchsysteme.com SAS au capital de 80 000 € - SIRET : 753 725 530 RCS Nanterre.
Hopscotch Système Africa est une marque appartenant au groupe Public Système Hopscotch