When it comes to sport, football/soccer at 49% is king. That is expected. Now to the real shocker as revealed by Holla 2011, Consumer Insight's biggest study on the youth of East Africa, the second most popular sport among the East African youth is NETBALL! Not basketball which comes in fourth or rugby which comes in at position 10. Netball is the second most popular game but the media appears not to have noted this fact. Because I really cannot remember the last time I saw a netball match in television. Could we be overlooking a bonus opportune moment to connect with our youngsters? It is however much stronger in Tanzania and Uganda than in Kenya.

  
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.
Be the first to know wotz up! Julius Mumo | Research Manager |
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jmumo@ciafrica.com
   

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