Survey: Kenyans spend Sh5,000 to shop monthly
A majority of Kenyans spend an average of Sh1,150 per week to shop in supermarkets, the latest consumer insights say.
The information is contained in GroupM’s second wave of Audience Origin data in Kenya, Tanzania, Uganda, Ethiopia, Ghana, Ivory Coast, Cameroon and Nigeria. The firm is a subsidiary of WPP-Scangroup.
The data, which is locally focused, highlights unique consumer attitudes, preferences and behaviours that shape buying decisions.
On retail buying in Kenya, market segmentation based on relationship status shows that 15 per cent of those who buy baby products (food, formula and/or diapers) on a monthly basis are single while only 11per cent of those surveyed are in relationships or engaged.
Further, market segmentation based on generations found that while the average weekly spend in supermarkets is at US dollars 9.74 (Sh1,150) , baby boomers spend US dollars 15.55 (Sh1,800) while Gen Z spend US dollars 8.88 (Sh1,050), which is the lowest.
Digital tools
Baby boomers are people born after the second world war when there was a marked rise in birth rates (1946-1964) while Generation Z were born between the late 1990s and the early 2010s.
“Globally, an evolving market has triggered shifting consumer behaviour and demands across different markets and consumer profiles. Consumers are demanding more customization and require brands to leverage on data to build personalized services, products and experiences. As such, for brands to stay ahead, they need to leverage on emerging technologies and digital tools that give access to data and allow for in depth analysis. Audience Origin serves this need,” says Serah Katusia, GroupM Managing Director East and Central Africa.
On internet habits, market segmentation based on generations found that among Gen Zs and Millennials, the number of people who don’t use ad blocking and those who use ad-blocking on smartphones is almost the same at 48 per cent with just eight per cent using ad-blocking on a desktop/laptop.
Of these, 9.2 per cent of Millennials use ad-blocking on desktops/laptops as compared to 8.3 per cent of Gen Z.
On lifestyle consumer habits, the data shows that 7.7 per cent of Kenyans own cars.
TV viewing
When segmented in reference to health lifestyle behaviours, 14 per cent of health fanatics own a bicycle while 10 per cent of them own a car.
On entertainment, consumer data reflected athletics as the second most popular sport in all age groups apart from millennials who have it as their fourth most popular sport behind football, basketball and swimming.
Data on viewing habits showed that people spend a daily average of 141 minutes on live TV and 152 minutes on VOD (video on demand) platforms.
Audience Origin is an integral part of WPP’s newly-created Choreograph, a global data products and technology company operated by GroupM, purpose-built for an era that demands a new approach to data management, usage and brand growth.
Formerly known as LIVEPanel, it is available in Cameroon, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, Morocco, Nigeria, South Africa, Tanzania, Tunisia and Uganda.
Actionable date
“GroupM has had a strong and direct presence in all markets in Africa for a long time and by extending the Audience Origin offering to more markets including Kenya, we empower our clients to be able to access locally-relevant, and actionable data.
This ultimately helps them understand their consumers at an unprecedented level of depth, and as a result, run more impactful campaigns and grow their businesses,” she added.
Available in over 60 markets worldwide, Audience Origin has a unique combination of panel-based data, digital data and client data for deep audience understanding and activation.
