snapshot of africa document

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


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


The solution to gaining insights


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


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


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


52% of population is under 24

Mom is the most prominent role

model


Mom is the most prominent role

model

1

68% of population is under 2468% of population is under 24

2


Matatus are most popular form of

teen transport


Matatus are most popular form of

teen transport

3


Ghanian youth are fiercely entrepreneurial


Ghanian youth are fiercely entrepreneurial

5

Africa has the fastest-growing and most youthful population in the world

Target market


18-25 year olds

Research methodology

• A panel of youth ‘Insiders’ per country

16 16

=+ 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


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


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


Option 2Option 2•• 4 selected countries4 selected countries•• 3 reports (May, August, November) 3 reports (May, August, November)


$ 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


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


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


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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


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


For Further Enquiries / Information please contact:

Andrea KraushaarYouth Dynamix

Email: [email protected]

Jacques ErasmusYouth Dynamix



David BoonEXP


Colin MandellEXP



Thank YouThank You

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