1. “Practical Intelligence”
RedBrick Africa
“Practical Intelligence”
QualServ™ Research Study – November 2019

2. • In November 2019, RedBrick did a study of millennial consumer behavior
• Respondent profile:
• Millennial – Aged 24 to 34
• Equal male:female split
• Financially independent
• Methodology – Online Focus Group
• Subject matter
• Internet Usage and behavior
• Shopping behavior – Online and Offline
• Financial Management – Borrowing
Here's what we found out….

5. Online shopping is fueled by mistrust.
People do not trust local online vendors.
Reason?
• Mispricing of Products/Services
• What you see is NOT what you get
• Botched logistics/delivery delays
• Fake/Manipulated reviews

6. Volumes, not Margins
Online shopping in Kenya is still a numbers game
Most shoppers go for smaller, less expensive,
faster moving items such as food and fashion
items, avoiding larger, more expensive items like
high end electronics

7. Impulse Purchasers
If I see it, like it and
have the money, ill
buy it on the spot
Planned Purchasers
I have/know a guy.
Ill buy if/when I
need it later

8. Borrowing – Eyes Wide Open
People are expressing more caution in borrowing – clarity on the punitive interest
rates and the allure of ‘free’ money
Emergencies are the key driver – I only take what I need right now, no speculation
“Kopa Harusi kulipa Matanga”
(Its easier to borrow than it is to repay). The merry go round approach to
borrowing is diminishing