The third edition of Africa Life has just been published by KANTAR.
This study covers four countries: Kenya, Nigeria, Senegal, and South Africa.
3,500 interviews were conducted in these four countries in May 2021.
Africa Life provides data and insights into the lifestyles and consumption habits of respondents and covers the sectors of economics, politics, education, and the status of women, with a focus on youth. It includes sections on values and lifestyles, digital technology, consumption, and trends, enabling brands to better understand their environment and succeed in Africa.
It provides insight into how consumers' lives have changed, the role of technology in these new lifestyles, consumption patterns, and ways of working or doing business. Connectivity, creativity, culture, and creation are transforming lifestyles in Africa under the influence of two key trends:
The digital revolution
Technology is at the heart of the continent's transformation. Africa's future is being reshaped by digital creativity. The African digital landscape is evolving rapidly, changing lifestyles and presenting new business opportunities.
The Cultural Revolution
Consumers seek out products, messages, and experiences that resonate with who they are, what is important to them, and the environment in which they live. If these things do not exist in their country, younger generations will create them. Entrepreneurship develops by anchoring itself in local identity and cultural codes.