Kenya vs Ghana. The State of Africa’s Two Fastest Growing Middle Class

Ghana vs. Kenya The comparative state of the fastest growing African middle class 7oror 10 OUT OF 9 in 10 middle-income Ghanaians expect their economic situation to improve in the next five years KENYANS Kenyans asplre to move to a better neighbourhood 6% 68. 42 GHANAIANS 1%1 GHANA believe their economic situation has significantly improved over the past 5 years KENYA Middle class percentage that want to travel domestically in the next five years Education and employment status KENYA GHANA Completed primary school 22% 9% Completed high school 51% 56% Self employed 46% 42% Works for a local company 15% 8% Unemployed 11% Ifindividuals become wealthier in the next 5 years. KENYA GHANA 6% 5% 77% Making improvements to the housing condition 93% Spend more 50% 48% 75% Buying the latest technology goods 89% Save more 74% Donating more to charities 89% GHANA KENYA 71% Spending more on clothing and accessories 8U% 58% of Ghanaians plan to spend on technology over the next 5 years 68% Moving to a better neighbourhood 74% Spending on premium/luxury brands over the next five years KENYA / GHANA 32% 57% 27% 49% 22% 51% 18% 31% Cars/motorcycles Household appliances Clothing/footwear/ accessories Food/groceries Sources: Standard Chartered Consumer Aspirations Study June 2014 INTRICĂTE www.intricatebs.com