ONLY IN AFRICA: THE SHOCKING DETAILS OF ANNUAL KENYAN YOUTH SPENDING

ONLY IN AFRICA: THE SHOCKING DETAILS OF ANNUAL KENYAN YOUTH SPENDING

RESEARCH COMPANY: Youth Dynamix.

TARGET GROUP: 16-24 years.

STUDY AREAS: urban areas across Kenya.

FINDINGS:

1.      airtime spending- sh. 24 billion

2.      clothes and accessories- sh. 64 billion

3.      entertainment/ fun outings- sh. 65 billion

INSIGHTS:

•       Marketers cannot ignore this set of group that has in the past been dismissed as cash strapped and instead corporates have targeted the older and moneyed generation in their marketing campaigns.
•       This is a potential future market and a huge customer base for any company once these young people get into the job market.
•       “The youth dictate trends in the market… they are usually the first to sample a product before it trickles down to the rest of the population.”- Research and insights manager, Alice Gathoni.
•       “If your product is accepted by this group, it is likely to be accepted across the entire market.”
•       The study covered the full spectrum of the youth market and was based on the 5 pillars of youth culture- entertainment, sports, fashion, relationships and technology.
•       “The key influence of the youth culture includes media and marketing, family, peers, 
• society, fashion, brands and celebrities.”- Youth Dynamix managing director Ciru Ngigi.