African Lions is the most comprehensive investigation to date into the sub-Saharan middle class. The study has:
- taken 18 months to complete
- involved 150 researchers
- included many thousands of interviews
- collected 300 hours of video footage
- spanned ten of the fastest-developing cities on the continent.
The study comprised desk research, qualitative research and quantitative research in 10 major African cities, namely: Abidjan (Ivory Coast), Accra (Ghana), Addis (Ethiopia), Douala (Cameroon), Dar es Salaam (Tanzania), Kano and Lagos (Nigeria); Nairobi (Kenya); Luanda (Angola) and Lusaka (Zambia).
The report indicates the size and profile of the middle class and provides marketers with an in-depth understanding of living conditions, livelihood strategies, aspirations, media consumption, buying patterns, brand relationships and much, much more. The African Lions insight cloud houses the city reports, overall reports as well as curated insights catering to specific industries and companies.
[WEBINAR] Affluent in the Middle East and Africa
September 20 - Would you like to find out more about the media usage and consumption behavior of the world’s most Affluent? Join us on September 20 to celebrate the release of the Ipsos Affluent Survey Africa 2018 and the Ipsos Affluent Middle East Africa 2018.