The choice of music consumption modes in Sub-Saharan Africa: a study of Cameroon

The objective of this study is to analyse and evaluate the determinants of the choice of music consumption modes in Cameroon. We employ survey data on the use of new digital media carried out in Cameroon in 2021 by the Centre for Economic and Management Studies and Research, with technical support from the National Institute of Statistics, to compare consumer characteristics affecting four modes of music consumption: traditional supports (vinyl discs, cassettes, compact discs, digital video discs), traditional media (radio, television), events (concerts, festivals) and new digital media (internet). Based on consumers’ decision-making style, a Multivariate Probit regression is performed to assess the relative importance of each explanatory factor in mode choice. The results show that the choice of music consumption mode can be explained by music style, music genre, music listening tools and music price. There are interdependencies between several music consumption modes, with positive correlations between several choices. The extension of the Multivariate Probit model with the calculation of conditional probabilities shows that individuals are more likely to listen to music on the internet if they have already listened to this music on TV and radio, with marginal probabilities showing an increase in internet music consumption. Thus, the treatment effects indicate that internet music consumption is more dominant and has an impact on other modes of music consumption. However, the conspicuous absence of folk and national music on the internet may threaten the cultural diversity of peoples in favour of cultural homogenisation, with a convergence towards music that is too present online.