With more than one billion consumers, Africa is a continent of rising influence and potential.

Discover insights and guidance on the region, coupled with feedback and opinion from real consumers. Everything from consumer interaction with brands to how they discover media content.


Ghana's economic growth and political stability make it an enticing destination for global companies to invest. In comparison to other African countries surveyed, consumers are more willing to try new brands, are better connected with media, and are more receptive to advertising..

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Kenya is strategically positioned as the "gateway to east Africa". Rising GDP per capita indicate increasing consumer incomes. Nielsen’s research indicates that Trendy Aspirants and Progressive Affluents account for 34 percent of Kenya vs. 28 percent across Africa.

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The Diverse People Of Africa