The urban Kenyan consumer

This is the first edition of a publication, part of our Consumer Profiles series, that provides a detailed description of the consumption behavior of households in urban Kenya, across the different income brackets, as well as key demographic data. It offers statistics and analyses on key topics including income and expenditures, equipment ownership and assets, savings and financial services, shopping behaviors / channel visited, mobile, Internet and TV behaviors.

The report probes the lifestyle of the different income bracket households in Kenya and delivers essential insight into the consumption and ownership trends and differences between Socio-Economic Classifications (SEC).
The analyses in this publication are derived from field data collected by our own proprietary field staff from an ample sample (N=1,200) during the second quarter of 2013 in the cities of Nairobi, Mumbasa and Kisumu.
Key elements available in this publication

• Breakdown of urban Kenya population by income bracket
• Average income of households, including spending, saving and give-away behavior
• Penetration of banking and insurance products by income bracket
• Ownership trends of durable assets and household goods
• Preferred retail channel used by product category
• Behaviors of mobile and internet usage, and TV access

Professionals will use this publication to

• Formulate strategies to expand in Kenya and to understand the composition of the urban population and its different lifestyles
• Understand how to enter the market and how to position their products or services
• Assess the different available channels to enter the market
• 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.

Publication format