snapshot of africa document
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Do YOU need to understand Africa’s future market? By 2015, Africa’s 15-24 year olds will reach around 200 million! The sheer purchasing power and influence over family, friends and the community is immense How can marketers tap onto this emerging continental giant?TRANSCRIPT
Snapshot of Africa
Gaining an understanding of the
African youth market
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 1
Understanding youth
With over 44% of its population being under age 15, sub-Saharan Africa is the youngest region
of the world; and has yet to see its youth population peakpopulation peak
2Property of Youth Dynamix PTY Ltd and EXP PTY Ltd
Is this your future market?
Do you need to get to grips understanding the
youth across Africa?
Why African youth?Early
adopters Passionate
Information
hungry
Influencers
Catalysts
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 3
Love
brands
Technologically
astute Assertive
Free
spirited
An important market both NOW and for the future of your brand
Ficlkle
Navigating unchartered frontiers
What unique challenges does your brand faceWhat unique challenges does your brand facewhen targeting youth across Africa?when targeting youth across Africa?
•• Ad hoc and impromptu way of being Ad hoc and impromptu way of being •• Constantly changing Constantly changing •• Lack of ‘structure’ and infrastructure Lack of ‘structure’ and infrastructure •• Strong uniqueness of the regions Strong uniqueness of the regions ––
plethora of religions, cultures, languages plethora of religions, cultures, languages plethora of religions, cultures, languages plethora of religions, cultures, languages and ethnic groups across countriesand ethnic groups across countries
•• Heterogenous Heterogenous •• Rapidly changing and developingRapidly changing and developing•• EntrepreneurialEntrepreneurial--minded minded •• Prominent rural population across Prominent rural population across
countries countries
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 4
The solution to gaining insights
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 5
Africa’s solution to 18-25 year old youth insights
Why a snapshot study?
The study is relvant to any marketer, brand or product looking to:
Gain an ongoing ‘snapshot’ view on the African youth market across 7 different
A
African youth market across 7 different countriesUtilise an accessible platform to gain on-the-ground insights from the youth on their specific brand / product / service
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B
3
43% is under 15. Most
Senegalese belong to the Islamic
religion – youth are pushing for
independence
43% is under 15. Most
Senegalese belong to the Islamic
religion – youth are pushing for
independence
6
64% of the population is under 24
Most popular place to access the Internet is school,
home and cybercafés
64% of the population is under 24
Most popular place to access the Internet is school,
home and cybercafés
7
UGANDA'S population is soon clocking 33
million people and the country will hit over
90 million people in the next 40 years
UGANDA'S population is soon clocking 33
million people and the country will hit over
90 million people in the next 40 years
4
Participating countries
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 7
52% of population is under 24
Mom is the most prominent role
model
52% of population is under 24
Mom is the most prominent role
model
1
68% of population is under 2468% of population is under 24
2
64% of population is under 24
Matatus are most popular form of
teen transport
64% of population is under 24
Matatus are most popular form of
teen transport
3
43% of the population is under 15
Ghanian youth are fiercely entrepreneurial
43% of the population is under 15
Ghanian youth are fiercely entrepreneurial
5
Africa has the fastest-growing and most youthful population in the world
Target market
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 8
18-25 year olds
Research methodology
• A panel of youth ‘Insiders’ per country
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=+ 32 Insiders per
country
• Eyes and ears’ in their markets
• Representing the mass majority of the youth in their country
• Providing authentic, unfiltered and objective “inside” information
• Recruited and managed over one year
• Recruited using stringent recruiting questionnaires and a personal interview process and evaluated through a combination of their psychographic and demographic criteria
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 9
16 16
Areas of understanding
• Focused on 5 key areas of understanding
• These areas of understanding will each be investigated to allow us to gain a broader insight of brands within the lives of the youth across these areas
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 10
School /
campus /
work life
Home life
Market /
shopping
space
Social spaceMarket news (brands, adverts,
media and events)
42 31 5
Subscription packages Option 1Option 1•• 7 countries 7 countries •• 3 reports (May, August, November) 3 reports (May, August, November) •• 224 “Insiders”224 “Insiders”•• 5 areas of investigation5 areas of investigation
$ 16 800 per annum$ 16 800 per annum
$ 12 290 per annum$ 12 290 per annum
Option 2Option 2•• 4 selected countries4 selected countries•• 3 reports (May, August, November) 3 reports (May, August, November)
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 11
$ 12 290 per annum$ 12 290 per annum•• 3 reports (May, August, November) 3 reports (May, August, November) •• 128 “Insiders”128 “Insiders”•• 5 areas of investigation5 areas of investigation
Option 3Option 3•• 3 key countries (SA, Kenya, Nigeria)3 key countries (SA, Kenya, Nigeria)•• 3 reports (May, August, November) 3 reports (May, August, November) •• 96 “Insiders”96 “Insiders”•• 5 areas of investigation5 areas of investigation
$ 10 750 per annum$ 10 750 per annum
Subscription packages
Please note: Subscriptions are per annumPlease note: Subscriptions are per annum
Subscription clients receive the following:Subscription clients receive the following:
•• 3 x Snapshot reports 3 x Snapshot reports
•• Snapshot of Africa report including insights, Snapshot of Africa report including insights, •• Snapshot of Africa report including insights, Snapshot of Africa report including insights, verbatimsverbatims, statistics and photos and video(where , statistics and photos and video(where available)available)
•• Weekly email snippetsWeekly email snippets
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 12
Platform for brand insights
•• Insiders can be used for brandInsiders can be used for brand--specific questions / assignmentsspecific questions / assignments
•• This will allow clients to gain a more holistic view of their specific brand This will allow clients to gain a more holistic view of their specific brand amongst the youth in each countryamongst the youth in each country
•• Please note, prices for Snapshot subscription clients are at a reduced ratePlease note, prices for Snapshot subscription clients are at a reduced rate
•• Subscription clientsSubscription clients•• Subscription clientsSubscription clients
•• $ 110 per question per wave for a maximum of 3 questions$ 110 per question per wave for a maximum of 3 questions
•• Assignments can be given to Insiders Assignments can be given to Insiders –– prices subject to briefprices subject to brief
•• NonNon--subscription clientssubscription clients
•• $ 230 per question per wave for a maximum of 3 questions$ 230 per question per wave for a maximum of 3 questions
•• Assignments can be given to Insiders Assignments can be given to Insiders –– prices subject to briefprices subject to brief
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 13
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About Youth Dynamix
• A specialist youth and family consultancy
• 10 Years worth of experience & insights on youth
• 3 offices in Africa, and a working African footprint across 11 countries
• A toolbox of proprietary owned research • A toolbox of proprietary owned research methodologies and techniques
• The ability to track trends & mine insights for market intelligence
• Strong focus on youth in developing markets
Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 15
About EXP
• Full service experiential and sponsorship marketing agency
• Designs and executes Sixth Sense Experiences™ that drive deep brand interaction through highly relevant story telling and brand immersions
• Think. Create. Do. – creating an experiential engagement between brands and consumers
• 16 offices across Africa
• Nearly 20 years of experience
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For Further Enquiries / Information please contact:
Andrea KraushaarYouth Dynamix
Email: [email protected]
Jacques ErasmusYouth Dynamix
Email: [email protected]
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David BoonEXP
Email: [email protected]
Colin MandellEXP
Email: [email protected]
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Thank YouThank You