Nairobi — The Audience Origin data in Kenya shows the average weekly spend in supermarkets by baby boomers in Kenya is USD 9.74 (Sh 1,150) while Gen Z spend USD 8.88( Sh 1,050) .
The data released by Group M, a WPP-Scangroup subsidiary, highlights unique consumer attitudes, preferences and behaviours that shape buying decisions.
On retail buying in Kenya, market segmentation based on relationship status showed that 15 per cent of those who buy baby products (food, formula and/or diapers) on a monthly basis are single while only 11 per cent of those surveyed are in relationships or engaged.
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 per cent with just 8 per cent using ad-blocking on a desktop/laptop.
Of these, 9.2 per cent of millennials use ad-blocking on desktops/laptops as compared to 8.3 per cent of Gen Z.
On lifestyle consumer habits, data showed that 7.7 per cent of Kenyans own cars. When segmented in reference to health lifestyle behaviours, 14 per cent of health fanatics own a bicycle while 10 per cent of them own a car.
Further on entertainment, consumer data places athletics as the second most popular sport in all age groups apart from millennials who have it as their fourth after 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).
GroupM Managing Director (MD) East and Central Africa Serah Katusia said that as the market continues to evolve, consumer behaviour and demands across different markets change.
"Globally, an evolving market has triggered shifting consumer behaviour and demands across different markets and consumer profiles. 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. Audience Origin serves this need," she said.
