Affluent Africa

The Affluent Survey Africa is the currency for tracking media, prosperity and influence across approximately the top 15% of adults in 7 markets in Africa. Since its first release in 2010, the survey is constantly evolving to meet the needs of international and regional media, media specialists and advertisers who depend on the results to place advertising.

Affluent Africa is a media and profiling survey conducted in 7 countries in the region, with a mixed mode methodology (90% face to face and 10% online). The total sample size is about 2,500 with an estimated universe of 3.4 million.

The latest Ipsos Affluent Survey Africa, Affluent Africa 2016, is released 4 August 2016.

Cameroon (Douala, Yaoundé) - Sample size: 300

Ghana (Accra, Kumasi) - Sample size: 300

Kenya (Nairobi, Mombasa) - Sample size: 313

Morocco (Casablanca, Rabat) - Sample size: 321

Nigeria (Lagos, Port Harcourt, Abuja) - Sample size: 502

South Africa (Cape town, Durban, Johannesburg) - Sample size: 525

Uganda (Kampala) - Sample size: 300

Target group

Affluent individuals are defined as those:

  • Aged 21-74 years, in selected cities
  • With a job
  • Completed at least any degree above the secondary school education
  • With a monthly personal gross income (including all sources of income) in excess of defined threshold.

OR meet 3 out of 5 following criteria: 

  • Highest level of education than completed secondary education
  • 1 or more cars in household
  • 1 or more leisure air trips in last 12 months
  • 2 or more bathrooms at home
  • Owns items out of at least 3 of the 4 groups of electronic devices:
    • Group 1: Laptop computer or desktop computer or netbook/mini notebook
    • Group 2: iPad, other tablet or e-Book reader
    • Group 3: Blackberry, iPhone, Android phone or other Smartphone
    • Group 4: Internet connected HD TV or other HD TV 

Questionnaire & Media list

Affluent Africa is an extremely rich database, which enables you to define your targets, not only by demographics but also by ownership, recent purchase, brand awareness, attitudes and opinions, lifestyles and interests. Media:

Print: International Dailies, International Weeklies, Fortnightlies, International Monthlies, In-Flight magazines and the most important National Dailies, National Weeklies, and National Monthlies

TV: International TV channels, and the most important National TV channels

Internet: Website via PC/laptop, Website via tablet, Apps via tablet, Mobile websites/apps via (Smart)phone for International media.

Should you be interested in learning more about The Ipsos Affluent Survey Africa, then please contact Iris van Beek,, telephone at +31 20 6070 893.

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