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?

1. Snapshot of Africa
Gaining an understanding of the
African youth market
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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?
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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
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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
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5. The solution to gaining insights
Africa’s solution to 18-25 year old youth insights
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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
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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
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8. Target market
18-25 year olds
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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
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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)
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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
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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
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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
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14. Powered by
+ =
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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
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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
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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
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18. Thank You
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