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Kenyan youth consume airtime worth Ksh. 23.6 billion while spending some Ksh. 64 billion annually on clothes and other accessories.
According to a new study released by Youth Dynamix, Africa’s leading authority on youth matters, It further reveals that the youth consume over Ksh. 65 billion on entertainment and outings annually while up to 43 percent of youth aged between 18- 25 have registered as voters.
The study which covers Quarter 1 & 2 of 2012 was undertaken by Youth Dynamix East Africa and covers urban areas in all provinces in Kenya. The primary target for the study remains youth aged between 16 – 24 years.
Youth Dynamix is one of Africa’s leading teen, young adult & family market research organization with more than a decade of branding and consumer experience in 14 countries across the continent including South Africa, Nigeria and East Africa.
Youth Dynamix Managing Director Ms. Ciru Ngigi who launched the study this morning said it covered the full spectrum of the youth market and was based on the 5 pillars of youth culture which are entertainment, sports, fashion, relationships and technology.
Ms. Ngigi gave the key influencers of youth culture as media & marketing, family, peers, society/environment & fashion/brands/celebrities.
According to the study, the youth market in Kenya aged 16 – 24 years has a population of approximately 7.05 million, which is 18 percent of the total population with 48 percent being male while 52 percent is female. 63 percent of these youth live in rural areas.
18.8 years was found to be the average age of the main internet users in Kenya with 41 percent of the youth using the internet on a daily basis.
Generally, the study concludes that urban youth highly influence and shape the trends of youth culture.
