The AfriQA Consumer Profile 2018
We have interviewed 1,000 Africans across Ivory Coast, Ghana, Nigeria and Kenya in the last two months and have asked questions which told us much about their behaviours and attitudes. Please note that we asked multiple choice questions (not exclusive).
This report can help you connect the dots of the life of African consumers in these countries.
Living conditions and other facts
Online consumers tend to be urban, with a university degree. They are family oriented.
About their faith
Religion is a major influence in people's lives with nearly 70% of respondents saying that they practice their religion every day. They also engage others in the same faith as theirs (44%) and of different faith (32%).
Their access to water
About 60% of respondents have access to water within their home. The remainder still relies on water access outside of their home.
About their work
30% of respondents feel like their job is their career, and 30% of them think that it's only temporary. Nevertheless 41% of them see themselves as self employed. Expect them to have multiple activities.
How they prefer to buy
First and foremost, they plan ahead to get the best deal (64%). They love shopping online (50%). But there are also a fair share of individuals who still buy on the spot (43%) aiming for the cheapest deal (39%). It's fair to say that either online or offline, they keep an eye out for good deals.
Many have a current account and/or mobile money. Micro Credits have not been used extensively at this stage, while other investments are considered to some degree (about 20%).
The things they own...
Respondents are mostly mobile individuals, who seek mobility, and who don't have some of the luxuries such as house helps, cable TV. Only a small fraction has ever used solar energy thus far.
Smoking, drinking, gambling...
A great part of respondents maintain a healthy lifestyle without drinking, smoking, or gambling. However about 20 to 30% of them take part in these activities to some extent.
How they have fun...
Sport is the big winner of entertainment. Online and offline social activities follow closely. A fair amount of them travel as well (57%).
How they use social media
Social media is still used passively to read and follow. However it's worth noting that 20% to 40% of respondents go on to post and sell online.
How do they prefer to receive adds
They are very open to all types of media, with a slight preference for Email, TV, Whatsapp and SMS.
Their music preferences
Gospel and religious music are the big winners, followed by Western Hip Hop and Afrobeats.
We hope that this report has been of interest. You would have clearly seen the strong tendencies of individuals, but also the non typical and niche behaviours. Both types of respondents can we reached through our online research programme.
AfriQA Insight Ltd.
39 Campbell Street, Lagos, Nigeria.