- Posted by: Julien Garcier
- Categories: Consumer Goods / FMCG, Nigeria
This report is the first of our Affluent Consumer series covering countries across the African continent.
It provides a detailed description of mass affluent households in Nigeria (households with a monthly household income above USD 1,000). The report probes the lifestyle of mass-affluent consumers, offering statistics and analyses on key topics such as income and expenditures, equipment ownership and assets, savings and financial services, shopping behaviors / channel visited, mobile, Internet and TV behaviors,…
The analyses in this publication are derived from field data collected by our own proprietary field staff from an ample sample (N=1,169) during the third quarter of 2013 across several large Nigeria cities.
Key elements available in this publication
- Penetration of financial services and key assets owned, including housing
- Daily transportation habits, including type of car used, and travel habits in Nigeria and beyond
- Penetration of food categories and type of stores visited by category (food and non-food)
- Ownership of hi-tech goods and home appliances
- Leisure activities and preferred media
- Going-out activities and preferred alcohol beverages and brands
Professionals will use this publication
- To formulate strategies to expand in Nigeria and to understand the behaviors of mass-affluent households
- To understand how to enter the Nigerian market and how to position their products or services
- To assess the different available channels to enter the market
- To calculate the size of market and its potential for growth
Table of contents
The full table of contents, with the list of all tables and figures, is available here.
- PDF document
- 43 pages