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Consumer panel · Middle East & Africa

Real consumers of Kenya, profiled by Frequent Research.

Know them by age and gender.

  • CapitalNairobi
  • CurrencyKenyan shilling (KES)
  • LanguagesEnglish, Swahili
Explore the panel Get the panel book 108,092profiled consumers33profile tablesKShKenyan shilling
  • GenderMales53.9% · 58,262
  • Age30-4942.2% · 45,615
  • Education (highest level completed)Less than secondary / high school44.1% · 47,669
  • Occupation / Employment StatusFull-Time Employee35.9% · 38,805
  • Marital StatusSingle / Never Married58.6% · 63,342
  • Life Stage / GenerationGen Z (born 1997–2012)39.3% · 42,480
  • Ethnicity / Population BackgroundKikuyu22% · 23,780
  • County DistributionOther counties (31)41.7% · 45,074
  • Annual Household Income (gross, KES)Middle Household Income · KES 440,000 – KES 599,99917.3% · 18,700
  • Annual Personal Income (gross, KES)Lower-Middle Income · KES 180,000 – KES 259,99916.9% · 18,268
  • Home Category (living arrangement)Live with Family Member(s) in Their Residence39.4% · 42,588
  • Dwelling TypeDetached House32.9% · 35,562
  • Parents of Children (age of youngest child)7-12 Years25.4% · 27,455
  • AutomotiveMotorcycle / Scooter Owners36.2% · 39,129
At a glance

Kenya in 6 numbers

  • 108,092profiled consumers in Kenya
  • Gender53.9%Males
  • Age42.2%30-49
  • Occupation35.9%Full-Time Employee
  • Personal income16.9%Lower-Middle Income · KES 180,000 – KES 259,999
  • Technology28%Android Smartphone Users

Who they are

Gender, age, marital status, education and life stage.

Gender

2 groups
  • 53.9%58,262 Males
  • 46.1%49,830 Females

Largest group: Males at 53.9%

Age

5 groups
6.7%7,24213-17 32.4%35,02218-29 42.2%45,61530-49 14.6%15,78150-64 4.1%4,43265+

Largest group: 30-49 at 42.2%

Education (highest level completed)

9 groups
  • Less than secondary / high school44.1%47,669
  • Secondary / high school graduate23.8%25,726
  • Post-secondary vocational / technical training13.8%14,917
  • Some college / university – no degree7.3%7,891
  • Associate / short-cycle tertiary diploma1.1%1,189
  • Bachelor's degree5.7%6,161
  • Master's degree (MA, MSc, MBA, etc.)3.1%3,351
  • Professional degree (MD, DDS, LLB, JD, etc.)0.7%757
  • Doctorate (PhD, EdD)0.4%432

Largest group: Less than secondary / high school at 44.1%

Marital Status

5 groups
  • Married / Civil Partnership34.8%37,616
  • Single / Never Married58.6%63,342
  • Divorced1.1%1,189
  • Widowed / Separated2.9%3,135
  • Living with Partner (Cohabiting)2.6%2,810

Largest group: Single / Never Married at 58.6%

Life Stage / Generation

5 groups
  • Gen Z (born 1997–2012)39.3%42,480
  • Millennials (born 1981–1996)32.9%35,562
  • Gen X (born 1965–1980)19.7%21,294
  • Baby Boomers (born 1946–1964)6.6%7,134
  • Silent Generation (born before 1946)1.5%1,621

Largest group: Gen Z (born 1997–2012) at 39.3%

Work & money

What they do, what they earn and how they bank.

Occupation / Employment Status

11 groups
  • Full-Time Employee35.9%38,805
  • Self-Employed / Contract / Freelance20.4%22,051
  • Student13.7%14,809
  • Retired5.6%6,053
  • Unemployed4.7%5,080
  • Occasional or Seasonal Work4.6%4,972
  • Homemaker4.3%4,648
  • Stay-at-Home Parent (full-time childcare)4.3%4,648
Show all 11

Largest group: Full-Time Employee at 35.9%

Annual Household Income (gross, KES)

10 groups
11.3%12,214Very Low Household Income · Below KES 200,000 16.8%18,159Low Household Income · KES 200,000 – KES 319,999 16.1%17,403Lower-Middle Household Income · KES 320,000 – KES 439,999 17.3%18,700Middle Household Income · KES 440,000 – KES 599,999 13.1%14,160Upper-Middle Household Income · KES 600,000 – KES 799,999 8.5%9,188Comfortable Household Income · KES 800,000 – KES 999,999 8.7%9,404Affluent Household Income · KES 1,000,000 – KES 1,399,999 5.4%5,837High Household Income · KES 1,400,000 – KES 2,099,999 1.8%1,946Very High Household Income · KES 2,100,000 – KES 3,299,999 1%1,081Top Household Income Tier · KES 3,300,000 and above

Largest group: Middle Household Income · KES 440,000 – KES 599,999 at 17.3%

Annual Personal Income (gross, KES)

10 groups
8.3%8,972Very Low Income · Below KES 100,000 16.2%17,511Low Income · KES 100,000 – KES 179,999 16.9%18,268Lower-Middle Income · KES 180,000 – KES 259,999 14.1%15,241Middle Income · KES 260,000 – KES 339,999 13.4%14,484Upper-Middle Income · KES 340,000 – KES 449,999 11.7%12,647Comfortable Income · KES 450,000 – KES 599,999 9.4%10,161Affluent Income · KES 600,000 – KES 849,999 5.3%5,729High Income · KES 850,000 – KES 1,199,999 3.5%3,783Very High Income · KES 1,200,000 – KES 1,999,999 1.2%1,297Top Income Tier · KES 2,000,000 and above

Largest group: Lower-Middle Income · KES 180,000 – KES 259,999 at 16.9%

Banking & Financial Services

12 groups
  • Digital Wallet / Mobile Money Users36.7%39,670
  • Debit Card Users17.6%19,024
  • Online / Mobile Banking Users10.6%11,458
  • Personal Loan Holders10.2%11,025
  • Life Insurance Policy Holders4.9%5,297
  • Cryptocurrency Users4.8%5,188
  • Credit Card Holders4.3%4,648
  • Buy-Now-Pay-Later (BNPL) Users2.9%3,135
Show all 12

Largest group: Digital Wallet / Mobile Money Users at 36.7%

Home & family

Homes, ownership, children and family life.

Home Category (living arrangement)

5 groups
  • Own Primary Residence34%36,751
  • Rent Primary Residence19.2%20,754
  • Live with Family Member(s) in Their Residence39.4%42,588
  • Live in Student / University Accommodation4%4,324
  • Other Living Arrangement3.4%3,675

Largest group: Live with Family Member(s) in Their Residence at 39.4%

Dwelling Type

11 groups
  • 32.9%35,562Detached House
  • 13.6%14,701Apartment / Flat – no outside space
  • 12%12,971Apartment / Flat – with balcony or garden
  • 9.7%10,485Bungalow / Single-Storey House
  • 8.8%9,512Semi-Detached House
  • 8.6%9,296Terraced / Row House / Townhouse
  • 5.6%6,053Dormitory / Hostel / Group Quarters
  • 3.6%3,891Cottage / Farmhouse
  • 1.9%2,054Other Dwelling Type
  • 1.8%1,946Mobile Home / Caravan
  • 1.5%1,621Condominium / Serviced Apartment

Largest group: Detached House at 32.9%

Parents of Children (age of youngest child)

5 groups
19.9%21,5100-2 Years 23.6%25,5103-6 Years 25.4%27,4557-12 Years 18.1%19,56513-17 Years 13%14,05218+ Years (adult children)

Largest group: 7-12 Years at 25.4%

Parenting, Family & Household Roles

12 groups
  • Household Head / Main Earner14.3%15,457
  • Dual-Income Households13.4%14,484
  • Household Budget Managers12%12,971
  • Primary Grocery Shoppers11.5%12,431
  • Multi-Generational Households9.7%10,485
  • New Parents (child under 1 year)8.8%9,512
  • Expecting Parents7.7%8,323
  • Children's Education Decision Makers7.6%8,215
Show all 12

Largest group: Household Head / Main Earner at 14.3%

Household Services & Maintenance

9 groups
  • Residential Cleaning / Domestic Help Users19.2%20,754
  • Household Service Decision Makers18.1%19,565
  • Electrical Repair Service Customers14.6%15,781
  • Plumbing Service Customers14.3%15,457
  • Air-Conditioning / Cooling Service Customers10.7%11,566
  • Pest-Control Service Customers8.1%8,755
  • Home Maintenance & Handyman Service Users6.2%6,702
  • Laundry / Dry-Cleaning Service Users5.4%5,837
Show all 9

Largest group: Residential Cleaning / Domestic Help Users at 19.2%

Where they live

Regions and background across the country.

Ethnicity / Population Background

10 groups
  • Kikuyu22%23,780
  • Luhya14%15,133
  • Luo14%15,133
  • Kalenjin13%14,052
  • Kamba10%10,809
  • Kisii7%7,566
  • Meru7%7,566
  • Other ethnic groups / minorities7%7,566
Show all 10

Largest group: Kikuyu at 22%

What they own & use

Cars, devices, travel, lifestyle and media.

Automotive

  • 36.2%39,129Motorcycle / Scooter Owners
  • 15.8%17,079Commercial Vehicle Owners
  • 11.3%12,214Ride-Hailing & Delivery Drivers
  • 9.1%9,836Vehicle Purchase Intenders (next 12 months)
All 11 groups

Technology & Digital Usage

  • 28%30,266Android Smartphone Users
  • 21.7%23,456Basic / Feature-Phone Users
  • 13.7%14,809Online Learning / E-Learning Users
  • 11.2%12,106Heavy Mobile App Users (3+ hours / day)
All 11 groups

Travel

  • 21.5%23,240Frequent Domestic Travellers (3+ trips a year)
  • 16.3%17,619Family Vacationers
  • 15.9%17,187Budget / Backpacker Travellers
  • 10.9%11,782Solo Travellers
All 12 groups

Lifestyle & Hobbies

  • 15.2%16,430Gardeners & Home Growers
  • 13.8%14,917Nightlife & Socialising Enthusiasts
  • 12.8%13,836Nature & Outdoor Leisure (camping, picnics)
  • 11.8%12,755Arts, Crafts & Hobby Enthusiasts
All 12 groups

Media & Entertainment

  • 31.2%33,725Free Ad-Supported Video Platform Viewers
  • 10.9%11,782Cinema-Goers
  • 10.4%11,242OTT / Subscription Video Streaming Subscribers
  • 8.8%9,512Music Streaming Users
All 10 groups

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

  • 50.2%54,262Non-Tobacco / Nicotine Users
  • 12%12,971Adult Tobacco Product Users
  • 9.5%10,269Beer Consumers
  • 9.2%9,944Wine & Spirits Consumers
All 9 groups

Consumer Electronics Ownership & Purchase

  • 24.4%26,374Audio / Headphone Device Owners
  • 22.3%24,105Consumer Electronics Purchase Decision Makers
  • 14%15,133Major Home Appliance Buyers
  • 9.7%10,485Smart TV Owners
All 10 groups

Content Creators & Social Media Influence

  • 25.3%27,347Casual Social Media Content Posters
  • 16.6%17,943Short-Form Video Creators
  • 11.9%12,863Influencers / Brand Collaborators
  • 11.9%12,863Photo & Visual Content Creators
All 10 groups

Audience profiles

Ready-made audiences for shopping, sport, gaming, beauty, pets, food and health.

County Shopping Behaviour & Consumer Preference Sports Interest & Participation Gaming Beauty, Fashion & Personal Care Pet Ownership & Pet Care Food & Beverages (at home) Health, Disability & Healthcare Luxury & Premium Consumer Restaurant & Food Delivery Consumers

County Distribution

  1. Nairobi11.7%12,6472
  2. Other counties (31)41.7%45,0741
  3. Kiambu5.6%6,0533
  • Other counties (31)41.7%45,074
  • Nairobi11.7%12,647
  • Kiambu5.6%6,053
  • Nakuru4.7%5,080
  • Kakamega4.3%4,648
  • Bungoma3.7%3,999
  • Meru3.5%3,783
  • Machakos3.1%3,351
  • Mombasa3%3,243
  • Kisumu3%3,243
Show all 17

Profile distributions are modelled estimates for planning and feasibility, built from public demographic and market patterns. They are not a count of individual panel members; feasibility for your exact audience is confirmed for each project.

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