Africa Affluent Millennials
In 2016 BBC Global News produced an award-winning study into Millennials and their relationship with brands. In 2018 we have taken this further and investigated the Affluent Millennials of Africa.
Africa has one of the world's fastest growing middle-class, consisting of over 100 million people, excluding South Africa, and the number of High Net Worth Individuals are growing. We sought to find out what is distinct about this consumer group and how they engage with brands from four product categories.
Download a snapshot of the study below.
RESEARCH OVERVIEW
The study was conducted in June 2018, with over 2,000 respondents from South Africa, Nigeria, Ghana, Kenya and Tanzania, and looked at how this audience engages with Luxury, Leisure Travel, Banking and Finance and Consumer Technology brands.
To find out more on the four studies please contact Warren Harding, Regional Director, Africa: warren.harding@bbc.com
View other insight studies from BBC Advertising
Brands
Discover the BBC brands that engage audiences and provide advertising opportunities across screens, the world over.
Case studies
From content solutions to audience targeting, explore powerful case studies and success stories from across BBC Advertising.
Solutions
Content specialism. Campaign expertise. Data precision. BBC Advertising, partnering globally to create powerful marketing solutions.