GroupM report highlights consumer attitudes, preferences and behaviours shaping buying decisions




GroupM, a WPP-Scangroup subsidiary, has released the second wave of Audience Origin data in Kenya, Tanzania, Uganda, Ethiopia, Ghana, Ivory Coast, Cameroon, and Nigeria. The data, which is locally focused, highlights unique consumer attitudes, preferences and behaviours that shape buying decisions. 

This follows an announcement of the expansion of the proprietary Audience Origin data service in Africa in response to a growing need from clients for better quality of consumer data and consumer led insights. 

On retail buying in Kenya, market segmentation based on relationship status showed that 15% of those who buy baby products((food, formula and/or diapers) on a monthly basis are single while only 11% of those surveyed are in relationships or engaged. 

Further, market segmentation based on generations found that while the average weekly spend in supermarkets is at $9.74 (about Kshs 1,150) , baby boomers spend $15.55 (about Kshs 1,800) while Gen Z spend $8.88 (about Kshs 1,050), which is the lowest. 

On internet habits, market segmentation based on generations found that among Gen Zs and Millennials, the number of people who don’t use ad blocking and those who use ad-blocking on smartphones is almost the same at 48% with just 8% using ad-blocking on a desktop/laptop. Of these, 9.2% of millennials use ad-blocking on desktops/laptops as compared to 8.3% of Gen Z. 

On lifestyle consumer habits, data showed that 7.7% of Kenyans own cars. When segmented in reference to health lifestyle behaviors, 14% of health fanatics own a bicycle while 10% of them own a car. 

On entertainment, consumer data reflected athletics as the second most popular sport in all age groups apart from  millennials (age 18 – 24) who have it as their fourth most popular sport behind football, basketball and swimming. 

Data on viewing habits showed that people spend a daily average of 141 minutes on live TV and 152 minutes on VOD platforms (video on demand). 

Audience Origin is an integral part of WPP’s newly-created Choreograph, a global data products and technology company operated by GroupM, purpose-built for an era that demands a new approach to data management, usage, and brand growth. Formerly known as LIVEPanel, it is available in the following markets: Cameroon, Egypt, Ethiopia, Ghana, Ivory Coast, Kenya, Morocco, Nigeria, South Africa, Tanzania, Tunisia, Uganda. 

Commenting on this, Serah Katusia, the GroupM MD for East and Central Africa, said: ‘’Globally, an evolving market has triggered shifting consumer behaviour and demands across different markets and consumer profiles. Consumers are demanding more customization and require brands to leverage on data to build personalized services, products and experiences. As such, for brands to stay ahead, they need to leverage on emerging technologies and digital tools that give access to data and allow for in depth analysis. Audience Origin serves this need.’’ 

‘’GroupM has had a strong and direct presence in all markets in Africa for a long time and by extending the Audience Origin offering to more markets including Kenya, we empower our clients to be able to access locally-relevant, and actionable data. This ultimately helps them understand their consumers at an unprecedented level of depth, and as a result, run more impactful campaigns and grow their businesses,” she added. 

Available in over 60 markets worldwide, Audience Origin has a unique combination of panel-based data, digital data, and client data for deep audience understanding and activation. It features a globally consistent Core Survey at its centre, which feeds global and local planning tools while delivering audience insights, including niche audiences. Further, it uses a scaled and flexible approach, allowing clients to access the data they need while also linking to their own data (whether it’s CRM, segment, journey, or tracking) via data fusions.

WPP-Scangroup is a full-service creative transformation company, focused on building better futures for clients and brands. With outstanding creativity, deep insights and advanced technology, the group brings together brilliant people to build dynamic, new and lasting relationships between our clients and their audiences.

GroupM is the world’s leading media investment company responsible for more than $60 billion in annual media investment through its partner agencies, that is Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. GroupM’s portfolio includes Data & Technology (now Choreograph), Investment and Services, all united in vision to shape the next era of media where advertising works better for people. By leveraging all the benefits of scale, the company innovates, differentiates and generates sustained value for our clients wherever they do business.

Choreograph is WPP’s global data products and technology company fueling growth for the world’s most admired brands. Powered by 700 technologists, product developers, and data scientists, it harmonizes data capabilities across GroupM and WPP into a suite of products that drive sustainable, data-enabled growth for our clients. With our commitment to “Data with Purpose. Fuel for Growth,” Choreograph creates better media, creative and marketing experiences, stronger brands, and trusted customer relationships. 

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