About InsightsAfrica

InsightsAfrica is an interactive tool providing critical data about the online behavior of urban consumers in six key African markets: Ghana, Kenya, Nigeria, Senegal, South Africa and Uganda.
  • Research agency: Basis Research Ltd
  • Timing: Fieldwork was conducted in July/August 2010 (Nigeria, Kenya, South Africa) and July/August 2011 (Ghana, Uganda, Senegal.)
  • Sample Population: Urban men and women aged 16 years and older
  • Sampling Methodology: Face-to-face in-home interviews with consumers in key cities (listed below). 2,000 interviews per country in Ghana, Kenya, Senegal, South Africa and Uganda; 3,000 interviews in Nigeria.

Data Not Available

In some sections of the website, graphs are marked with the comment "(--) Data Not Available". There are two potential reasons why data may be unavailable. In some cases, particularly when using many filters to look at very specific sub-groups, we may have insufficient sample size.  Additionally, as the research was conducted in two phases (Kenya, Nigeria and South Africa followed by Ghana, Uganda, and Senegal,) there are some questions that were only asked in one set of countries.

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