GfK adds additional African countries to global consumer survey

28 Jul 2014

GfK, a global market research company, researches and produces an annual syndicated study called 'The Roper Reports Worldwide'. This is an annual quantitative consumer trends study conducted in 25 countries, surveying over 37,000 consumers. The Roper Report is described as the largest and most rigorous consumer trends study in the world, providing companies with a robust source for decision-making.

GfK adds additional African countries to global consumer survey

The study focuses on the values, behaviours and consumption and technology trends of consumers across the globe and in 2014 for the first time includes three additional African countries, now covering South Africa, Nigeria, Kenya, Egypt and Ghana. The 'Africa Pack' segment - soon to be made available - now offers insights specifically into African consumers. Among the findings are that Africans are firmly attached to their culture and roots, so thinking local and adapting marketing and business strategies when engaging with consumers in these countries is vital.

For example, it reveals that South Africans' top three issues of concern are crime, drugs and AIDS. Compare this/these with the concerns of consumers in Nigeria, who are more concerned with recession and unemployment, government corruption, and the quality of education.

The study also found that only 28% of South Africans say their standard of living ranges from comfortable to rich, while in Ghana, this figure is as high as 50%. And in SA, 14% surveyed say they are very interested in politics and government while in Kenya figure is a much higher 43%. For companies with a presence (or aiming to expand) in more than one African region, it's clear that sensitivity to differing concerns and perceptions would greatly assist marketers, and that messaging needs to be adapted to each market.

Appetite for technology

Another finding of the Roper Reports informs that young Africans have a big appetite for technology, exploiting it to get ahead. For example 41% of 15 to 24 year olds find new technology exciting and use it as much as they can on activities such as surfing the net, visiting social networking sites and searching for products to buy, compared to 24% of those aged 45 and older. Demonstrating the importance of also understanding demographic differences within a particular country.

For more on the report, contact Matthew Glogauer, Account Director, GfK South Africa, on +27 (0) 11 803 1300 or moc.kfg@reuagolG.wehttaM.