Research designed and done by The Steadman Group for The Kenya Advertising Research Foundation [KARF] & Association of Practitioners in Advertising

LSM is a way of segmenting people based on their access to, and use of a wide range of products and services

A composite index is derived from a range of variables (products& services) that sum up the consumption and affordability status (and hence the living standard) of an individual. 

LSMs are a measure of affluence & development & development

The Living Standard Measures

Research designed and done by The Steadman Group for The Kenya Advertising Research Foundation [KARF] & Association of Practitioners in Advertising

How big is affluence in Kenya?

The survey established that the LSMs are distributed as follows:

0%

5%

10%

15%

20%

25%

30%

BASE = 21.1 M TOTAL SAMPLE

Series1 10% 25% 19% 12% 7% 5% 6% 4% 3% 2% 1% 1% 1% 1% 1% 1% 1%

LSM1 LSM2 LSM3 LSM4 LSM5 LSM6 LSM7 LSM8 LSM9

LSM10

LSM11

LSM12

LSM13

LSM14

LSM15

LSM16

LSM17

Research designed and done by The Steadman Group for The Kenya Advertising Research Foundation [KARF] & Association of Practitioners in Advertising

The living standard measures: by Province

LS

M1

LS

M2

LS

M3

LS

M4

LS

M5

LS

M6

LS

M7

LS

M8

LS

M9

LS

M1

0

LS

M1

1

LS

M1

2

LS

M1

3

LS

M1

4

LS

M1

5

LS

M1

6

LS

M1

7

Nairobi Central

Coast Rift Valley

Eastern Nyanza

Western North Eastern

Base : Total Sample per Province

Research designed and done by The Steadman Group for The Kenya Advertising Research Foundation [KARF] & Association of Practitioners in Advertising

The living standard measures: by Rural/Urban

0

5

10

15

20

25

30

35

LSM1 LSM2 LSM3 LSM4 LSM5 LSM6 LSM7 LSM8 LSM9 LSM10 LSM11 LSM12 LSM13 LSM14 LSM15 LSM16 LSM17

Rural Urban

Base : Total Sample per LSM