Meet the new super

spender

Leveraging high school leavers’ new income

Official East Africa representative  Regional Strategic Partner
 Kenya has a bottom heavy
population distribution

40,000,000 25 ‐ 80+ Years(13,773,444)

35,000,000 20‐24 years (3,217,624)
30,000,000
25,000,000 15 ‐ 19 Years (4,840,872)
20,000,000 10‐14 Years (5,673,348)
15,000,000
10,000,000 5‐9 Years
5‐9 Years (5,877,056)
(5 877 056)

5,000,000 0‐4 Years (6,117,656)

0
Kenya Population 
Kenya Population
(38,610,097)

In Kenya today
today, there are 25
25.7
7 million youth aged
between 0 – 24 years
Of these,, 4.8 million are aged
g
between 15 – 19

So what’s so special about the 15-19 age

group
g p anyway?
y y
 FREEDOM!
Social political,
Social, political economic
economic, religio
religious...
s

At 18 Kenyans become “legal” - they can vote

vote, open
bank accounts... they can make decisions with little or no
parental gate keeping...
 A Rite of Passage

And
A d nothing
ot i g defines
de i es this
t is coming
comi g oof age like
i e
leaving high school...
For the first time in their lives, high
school leavers can make truly
independent decisions...

Free from the influence of mum, dad, older

siblings, teachers... OH YEAAAH!
 In fact, after teens leave high
school, the parental “product-
product
purchase” gate keeping role wanes
drastically!
100%
Gate Keeping Influence 

80%

60%

High School
40%

0
13 16 20

Young Teens Old Teens Young Adults

Brand Choice Control 
 “I may have bought a product
because my mum insisted on it, but
now am old enough to make my own
decisions...I will buy whatever I want.”
– Kevin
K i Wang’ombe
W ’ b (18),
(18) St
St. Mary’s
M ’ SSchool
h l
 As parental gate-keeping
wanes,, amount spent
p on individual
items increases...

Increased spend per item means a change in purchasing habits and lifestyle. Some of the 
product purchases they will make for the first time include...
1) Alcohol replacing soft drinks
Alcohol replacing soft drinks
2) Music System instead of the ‘communal’ one at home
3) DVD player for my bedroom
4) Mobile Phone for my SIM card
5) Brand new clad instead of mtumba
Remember, in Kenya we have a tradition of rewarding high school leavers with cash gifts!
Will high school leavers buy
into you?
This November, make us...

your key platform to reaching out

to the form four leaver
Your partner in reaching the
high leaving, super spender
today
y

Contact me now!
Ngaruiya Githegi
Tel: 020 3861649/020 2324788
Cell: 0719999993/0735734734
Email: ngaruiya@theinsyder.com