Snapshot Of Africa Document

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Do YOU need to understand Africa’s future market? …

Do YOU need to understand Africa’s future market?

By 2015, Africa’s 15-24 year olds will reach around 200 million!
The sheer purchasing power and influence over family, friends and the community is immense
How can marketers tap onto this emerging continental giant?

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  • 1. Snapshot of Africa Gaining an understanding of the African youth market Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 1
  • 2. 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 peak Is this your future market? Do you need to get to grips understanding the youth across Africa? Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 2
  • 3. Why African youth? Early adopters Passionate Catalysts Information hungry Influencers Technologically astute Assertive Love Free brands Ficlkle spirited An important market both NOW and for the future of your brand Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 3
  • 4. Navigating unchartered frontiers What unique challenges does your brand face when targeting youth across Africa? • Ad hoc and impromptu way of being • Constantly changing • Lack of ‘structure’ and infrastructure • Strong uniqueness of the regions – plethora of religions, cultures, languages and ethnic groups across countries • Heterogenous • Rapidly changing and developing • Entrepreneurial- Entrepreneurial-minded • Prominent rural population across countries Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 4
  • 5. The solution to gaining insights Africa’s solution to 18-25 year old youth insights Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 5
  • 6. Why a snapshot study? The study is relvant to any marketer, brand or product looking to: A Gain an ongoing ‘snapshot’ view on the African youth market across 7 different countries B Utilise an accessible platform to gain on- the-ground insights from the youth on their specific brand / product / service Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 6
  • 7. 7 Participating countries 64% of the population is under 24 Most popular place to access the Internet is school, home and cybercafés 4 6 UGANDA'S population is soon clocking 33 43% is under 15. Most million people and the country will hit over Senegalese belong to the Islamic 90 million people in the next 40 years religion – youth are pushing for independence 3 64% of population is under 24 43% of the population is under 15 Matatus are most popular form of Ghanian youth are fiercely entrepreneurial teen transport 5 2 68% of population is under 24 1 52% of population is under 24 Africa has the fastest-growing and most Mom is the most prominent role youthful population in the world model Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 7
  • 8. Target market 18-25 year olds Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 8
  • 9. Research methodology • A panel of youth ‘Insiders’ per country + = 32 Insiders per 16 16 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 Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 9
  • 10. 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 1 2 3 4 5 School / Market / Market news campus / Home life shopping Social space (brands, adverts, work life space media and events) Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 10
  • 11. Subscription packages Option 1 • 7 countries • 3 reports (May, August, November) $ 16 800 per annum • 224 “Insiders” • 5 areas of investigation Option 2 • 4 selected countries • 3 reports (May, August, November) $ 12 290 per annum • 128 “Insiders” • 5 areas of investigation Option 3 • 3 key countries (SA, Kenya, Nigeria) • 3 reports (May, August, November) $ 10 750 per annum • 96 “Insiders” • 5 areas of investigation Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 11
  • 12. Subscription packages Please note: Subscriptions are per annum Subscription clients receive the following: • 3 x Snapshot reports • Snapshot of Africa report including insights, verbatims, verbatims, statistics and photos and video(where available) • Weekly email snippets Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 12
  • 13. Platform for brand insights • Insiders can be used for brand-specific questions / assignments brand- • This will allow clients to gain a more holistic view of their specific brand amongst the youth in each country • Please note, prices for Snapshot subscription clients are at a reduced rate • Subscription clients • $ 110 per question per wave for a maximum of 3 questions • Assignments can be given to Insiders – prices subject to brief • Non- Non-subscription clients • $ 230 per question per wave for a maximum of 3 questions • Assignments can be given to Insiders – prices subject to brief Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 13
  • 14. Powered by + = Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 14
  • 15. 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 methodologies and techniques • The ability to track trends & mine insights for market intelligence • Strong focus on youth in developing markets Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 15
  • 16. 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 Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 16
  • 17. For Further Enquiries / Information please contact: Andrea Kraushaar Youth Dynamix Email: andrea.kraushaar@youthdynamix.co.za Jacques Erasmus Youth Dynamix Email: jacques.erasmus@youthdynamix.co.za David Boon EXP Email: david.boon@expagency.biz Colin Mandell EXP Email: colin.mandell@expagency.biz Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 17
  • 18. Thank You Property of Youth Dynamix PTY Ltd and EXP PTY Ltd 18