15 per cent of those who buy baby products on a monthly basis are single, a survey by media investment company dubbed Group M has revealed.
Data obtained from the survey showed different behaviour patterns across different generations and lifestyle choice segmentation.
The survey showed that in retail buying in Kenya, the market segmentation is based on relationship status.
In the same survey, 11 per cent of those who purchase the products are in relationships or engaged.
The survey also showed that on internet habits, market segmentation based on generations found that among Gen Zs and Millennials, the number of people who don’t use ad blocking and those who use ad-blocking on smartphones is almost the same.
It settles at 48 per cent with just 8 per cent using ad-blocking on a desktop or laptop while 9.2 per cent of millennials use ad-blocking on desktops/laptops as compared to 8.3 per cent of Gen Z.
On lifestyle consumer habits, data showed that 7.7 per cent of Kenyans own cars.
When segmented in reference to healthy lifestyle behaviours, 14 per cent of health fanatics own a bicycle while 10 per cent of them own a car.
In entertainment, consumer data reflected athletics as the second most popular sport in all age groups apart from millennials aged between 18 to 24 who have it as their fourth most popular sport behind football, basketball and swimming.
"Globally, an evolving market has triggered shifting consumer behaviour and demands across different markets and consumer profiles. Consumers are demanding more customisation and require brands to leverage on data to build personalised services, products and experiences, "Serah Katusia, GroupM MD East and Central Africa said.
"As such, for brands to stay ahead, they need to leverage emerging technologies and digital tools that give access to data and allow for in-depth analysis. Audience Origin serves this need.’’
