1 Ipsos Africap. African Youth

Transcription

1 1 Ipsos Africap African Youth

2 WHY African Youth? Africa has the world s youngest population. Young people account for 60% of the continent s population. More specifically, there are 220 million young people aged in Africa. According to a UNESCO forecast, there will be 350 million in One in five has already bought a product or service using a mobile phone. These year-olds play a key role: they want to educate themselves, work, consume, have fun, and enjoy readily available electricity and the internet. 2 Ipsos Africap

3 METHODOLOGY 7 countries Morocco Senegal Ivory Coast Nigeria DRC (Congo) 200 phone interviews per country SAMPLE y.o y.o 50% male/ 50% female Kenya 3 Ipsos Africap South Africa

4 4 Ipsos Africap Who are they?

5 Their current situation YOUNG WORKERS 52,5% % STUDYING FULL-TIME SEEKING EMPLOYMENT NEET (NOT IN EDUCATION, EMPLOYMENT, OR TRAINING) 22% 14% 11,5% % % 5 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1,816 respondents

6 How do they define themselves? HARD-WORKING AMBITIOUS RESOURCEFUL DYNAMIC RESPECTFUL HAPPY ENGAGED PEACEFUL 31 % 20,5% 20 % 16 % 14 % 12 % 8 % 5 % 6 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants plusieurs réponses possibles

7 How do they define themselves? DYNAMIC & RESOURCEFUL Morocco AMBITIEUX 30,6 20,5 % HARD-WORKING Kenya RESOURCEFUL and DYNAMIC Ivory Coast HARD-WORKING & RESOURCEFUL Senegal DÉBROUILLARD ENGAGÉ 19,8 16,4 13,8 11,7 7,8 % % % % % HARD-WORKING & AMBITIOUS South Africa TRAVAILLEUR Nigeria DRC % 7 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants plusieurs réponses possibles

8 Their main concern UNEMPLOYMENT COST OF LIVING INCREASE CORRUPTION WOMEN RIGHTS AND CONDITIONS CLIMATE CHANGE GAP BETWEEN RICH AND POOR TERRORIST THREAT (*) DEMOCRACY (*) 69 % 63 % 59 % 55 % 54 % 52 % 50 % 39 % 8 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants plusieurs réponses possibles

9 Their main concern UNEMPLOYEMENT THE COST OF LIVING INCREASE CORRUPTION WOMEN RIGHTS AND CONDITIONS CLIMATE CHANGE GAP BETWEEN RICH AND POOR TERRORIST THREAT (*) DEMOCRACY (*) 69 % 63 % 59 % 55 % 54 % 52 % 50 % 39 % 44 % 71 % 9 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants plusieurs réponses possibles

10 Their main concern CORRUPTION AND UNEMPLOYEMENT DRC THE COST OF LINVING INCREASE AND UNEMPLOYMENT AMBITIEUX DÉBROUILLARD DEBROUILLARD ET DYNAMIQUES Ivory Coast UNEMPLOYMENT, THE COST OF LIVING INCREASE AND THE TERRORIST THREAT Kenya THE COST OF LIVING INCREASE AND EMPLOYMENT Morocco EMPLOYMENT, THE GAP BETWEEN RICH AND POOR, AND TERRORIST THREAT Senegal UNEMPLOYMENT, THE COST OF LIVING INCREASE, THE TERRORIST THREAT AND CORRUPTION TRAVAILLEUR Nigeria UNEMPLOYMENT AND THE COST OF LIVING INCREASE South Africa 10 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants plusieurs réponses possibles

11 Tradition vs modern values 25 % 29 % 27% The traditional values mean a lot to me and should be preserved for future generation 73% I feel closer to modern values and beliefs 75 % 71 % 11 Ipsos Africap

12 12 Ipsos Africap WHAT KIND OF CONSUMERS ARE THEY?

13 Average budget per day LESS THAN 2 54 % BETWEEN 2 AND 6 31 % MORE THAN 6 15 % Among employees > 6 /day 26% 13 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants

14 Purchase sites for food and drink TRADITIONAL MARKET 44% 41 % 48 % SUPERMARKET/MALL 34% 32% 36 % CORNER SHOP 32% 34 % 28% STREET VENDORS 11% 13% 9% GAS STATION 5% 2% 2% 2 % 14 Ipsos Africap

15 Their main expense items 43 % 43 % FOOD AND DRINKS 44 % 36 % CLOTHES 40 % 38 % 39 % 33 % 32 % COMMUNICATION ( Telephone, internet ) 30 % 26 % HIGH TECH 19 % 16 % 24 % COSMETICS/BEAUTY PRODUCTS 38 % 24 % 23 % TRANSPORT 24 % 15 % 15 % BOOKS/MAGAZINES 16 % 17 % 13 % 7 % COFFEE TIME/HANG OUT WITH FRIENDS 15 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants plusieurs réponses possibles

16 Leisure LISTENING TO MUSIC DOING SPORT GOING SHOPPING 91% 69% 66% EATING OUT 55% VIDEO GAMES GOING OUT TO BARS ATTENDING CONCERTS GOING TO DANCES DOING NOTHING 47% 35% 35% 30% 2% 16 Ipsos Africap

17 Do you have internet access? YES NO 14% 86% 17 Ipsos Africap

18 Media consumption TELEVISION 1h40/day SOCIAL NETWORKS 2h20/day 1h43 1h30 1h 1h50 2h20 1h35 1h55 1h50 2h40 1h16 3h15 2h 2h10 2h 18 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants

19 Jeunesses africaines Internet activities SOCIAL NETWORKS (FACEBOOK, TWITTER, WHATSAPP, VIBER) Search information (school, training, job) General news Listening to music Watching movies, clips News on sports ing Other 64% 52% 30% 26% 17% 15% 11% 7% 63 % 65 % 49% 31 % 26 % 57 % 29% 28% 17% 17% 21 % 6% 11% 11% 6 % 9% Games 5% 6% 4 % Shopping 4% 6% 4 % 19 Ipsos Africap

20 20 Ipsos Africap WHICH BRANDS INSPIRE THEM?

21 My favourite brands are FROM US/AMERICAN AFRICAN FROM MY COUNTRY FRENCH GERMAN ENGLISH JAPANESE CHINESE OTHERS Brand origin is not important 29% 22% 21% 12% 11% 8% 8% 5% 4% 3% 21 Ipsos Africap

22 Ipsos. HOW ABOUT TOMORROW?

23 How about tomorrow? ARE YOU OPTIMISTIC ABOUT YOUR FUTURE? YES 81 % NO 19 % THE FUTURE OF YOUR YOUR COUNTRY FUTURE? COUNTRY? YES NO % NO % 23 Ipsos Africap Ipsos 2016 African Youth survey - Base total 1816 répondants plusieurs réponses possibles

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