Target audience: Video gamers in Kenya

Selected insights on target group: Video gamers in Kenya

• There are video gamers throughout all income brackets
• Video gamers value similar aspects of life as the overall consumer
• 58% of video gamers are interested in sports
• Video gamers are more likely to have video gaming as a hobby than the average consumer
• Video gamers remember seeing ads on search engines more 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 video gamers in Kenya
• Top 10 hobbies and leisure activities of video gamers in Kenya

• Agreement with statements in Kenya
• The 10 most important issues facing Kenya according to video gamers
• Political attitudes of consumers in Kenya

• Top 10 places where video gamers 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