Target audience: Gen Z / Generation Z in Kenya

Selected insights on target group: Gen Z / Generation Z in Kenya

• Many Gen Z / Generation Z have a low annual household income
• An honest and respectable life has less importance to Gen Z / Generation Z than to the average consumer
• 52% of Gen Z / Generation Z are interested in movies, TV shows and music
• A relatively high share of Gen Z / Generation Z consider video gaming a hobby
• Gen Z / Generation Z remember seeing ads in online stores less often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Kenya
• Gender of consumers in Kenya
• Consumer’s level of education in Kenya
• Share of consumers in Kenya in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Kenya live
• Communities where consumers live in Kenya

• Most important aspects of life for consumers in Kenya
• Top 10 interests of Gen Z / Generation Z in Kenya
• Top 10 hobbies and leisure activities of Gen Z / Generation Z in Kenya

• Agreement with statements in Kenya
• The 10 most important issues facing Kenya according to Gen Z / Generation Z
• Political attitudes of consumers in Kenya

• Top 10 places where Gen Z / Generation Z in Kenya have come across digital advertising in the past 4 weeks
• Devices consumers in Kenya use regularly to access the internet
• Social media activities in Kenya by type
• Places where consumers in Kenya have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Kenya have been using in the past 4 weeks