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Selected insights on target group: Digital banking users in Kenya

• Many digital banking users have a high annual household income
• Digital banking users value similar aspects of life as the overall consumer
• Vehicles and mobility are relatively prevalent interests of digital banking users
• Digital banking users are more likely to have tech and computers as a hobby than the average consumer
• Digital banking users remember seeing ads on video streaming services more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Kenya
• Gender of consumers in Kenya
• Consumer’s level of education in Kenya
• Share of consumers in Kenya in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Kenya live
• Communities where consumers live in Kenya

• Most important aspects of life for consumers in Kenya
• Top 10 interests of digital banking users in Kenya
• Top 10 hobbies and leisure activities of digital banking users in Kenya

• Agreement with statements in Kenya
• The 10 most important issues facing Kenya according to digital banking users
• Political attitudes of consumers in Kenya

• Top 10 places where digital banking users in Kenya have come across digital advertising in the past 4 weeks
• Devices consumers in Kenya use regularly to access the internet
• Social media activities in Kenya by type
• Places where consumers in Kenya have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Kenya have been using in the past 4 weeks