Target audience: Meat substitute consumers in Nigeria

Selected insights on target group: Meat substitute consumers in Nigeria

• Many meat substitute consumers have a high annual household income
• A happy relationship has less importance to meat substitute consumers than to the average onliner
• Sports is a relatively prevalent interest of meat substitute consumers
• Meat substitute consumers are more likely to have reading as a hobby than the average onliner
• Meat substitute consumers remember seeing ads on video streaming services more often than the average onliner

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

• Most important aspects of life for consumers in Nigeria
• Top 10 interests of meat substitute consumers in Nigeria
• Top 10 hobbies and leisure activities of meat substitute consumers in Nigeria

• Agreement with statements in Nigeria
• The 10 most important issues facing Nigeria according to meat substitute consumers
• Political attitudes of consumers in Nigeria

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