Holla 2011, the largest youth study in East Africa, by Consumer Insight has now authoritatively illuminated today's youths' preferences. It indicates that the East African youth spend more than half (53%) their free time interacting with other people whether it is meeting friends, dancing or socializing. This is against 20% of the time spent interacting with technology (internet, computer games, cellphone games, sms and facebook chats). The implications are simple: market communications targeting this constituency must increasingly be packaged in a way that encourages exchange within the group. Successful campaigns will be those that encourage sharing the message with friends.
This article is condensed from Holla, Consumer Insight's biennial youth study that documents the changing trends of the youths of East Africa. Using a sample of 1200 youths per country, the study uses a structured questionnaire to talk to male and female youths aged 7 to 24, living in urban and peri-urban areas and collects data on their lifestyle choices, media exposure and usage, and last but not least, product usage habits.
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jmumo@ciafrica.com

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