Hmmm.
That means that the Watchtower is just keeping ahead of its averages in that country. From 1975 to 2010 they have lowered their ratio by 4 points. Not Holy Spirit spectacular, not exactly staggering, more a plodding, bureaucratic oozing forward.
It makes one think along the lines of, if they can make such minuscule gains in an Internet poor country like Zambia, what a monumental task they must face in Internet rich nations like Japan, Korea, and all the other developed countries.