Target audience: Self-employed people & freelancers in Kenya

Selected insights on target group: Self-employed people & freelancers in Kenya

• There are self-employed people & freelancers throughout all income brackets
• Career advancement has less importance to self-employed people & freelancers than to the average consumer
• 61% of self-employed people & freelancers are interested in health and fitness
• Self-employed people & freelancers are more likely to have socializing as a hobby than the average consumer
• 69% of self-employed people & freelancers remember seeing advertising on social media

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Kenya
• Gender of consumers in Kenya
• Consumer’s level of education in Kenya
• Share of consumers in Kenya in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Kenya live
• Communities where consumers live in Kenya

• Most important aspects of life for consumers in Kenya
• Top 10 interests of self-employed people & freelancers in Kenya
• Top 10 hobbies and leisure activities of self-employed people & freelancers in Kenya

• Agreement with statements in Kenya
• The 10 most important issues facing Kenya according to self-employed people & freelancers
• Political attitudes of consumers in Kenya

• Top 10 places where self-employed people & freelancers in Kenya have come across digital advertising in the past 4 weeks
• Devices consumers in Kenya use regularly to access the internet
• Social media activities in Kenya by type
• Places where consumers in Kenya have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Kenya have been using in the past 4 weeks