GroupM, a WPP-Scangroup subsidiary, has released the second wave of Audience Origin data in eight African countries. The data, which is locally focused, highlights unique consumer attitudes, preferences and behaviours that shape buying decisions in Kenya, Tanzania, Uganda, Ethiopia, Ghana, Ivory Coast, Cameroon, and Nigeria.
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This follows an announcement of the expansion of the proprietary Audience Origin data service in Africa in response to a growing need from clients for better quality of consumer data and consumer led insights. On retail buying in Kenya, market segmentation based on relationship status showed that 15% of those who buy baby products (food, formula and/or diapers) on a monthly basis are single, while only 11% 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 $9.74 (Ksh1,150), baby boomers spend $15.55 (Ksh1,800) while Gen Z spend $8.88 (Ksh1,050), which is the lowest.
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% with just 8% using ad-blocking on a desktop/laptop. Of these, 9.2% of millennials use ad-blocking on desktops/laptops as compared to 8.3% of Gen Z.
On lifestyle consumer habits, data showed that 7.7% of Kenyans own cars, which translates to about 3.9 million Kenyans out of the possible 50 million population. When segmented in reference to health lifestyle behaviors, 14% of health fanatics own a bicycle while 10% of them own a car.
On entertainment, consumer data showed athletics as the second most popular sport in all age groups apart from millennials (age 18 – 24) 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 platforms (video on demand).
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 the following markets: Cameroon, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, Morocco, Nigeria, South Africa, Tanzania, Tunisia, Uganda.
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“Globally, an evolving market has triggered shifting consumer behaviour and demands across different markets and consumer profiles,” said Ms Serah Katusia, GroupM MD East and Central Africa. “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.”
Ms Katusia said 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, it seeks to empower its 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.
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