Insights

This generation is the biggest decision maker in South African households

Posted by Millie Lester on Tue Aug 15 2017

According to our recent survey, not only do Generation X stress the most when they think about their money, but our latest research show that they're also most commonly the main decision maker in households.

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Effective Measure has just released its Generational Lifestyles in South Africa Report for 2017 which explores the internet use, mobile habits, household composition and financial trends of major age groups within the region.

Though some results were slightly predictable, for example Generation Z, X and Millennial respondents in South Africa believe making money is more important than spending time with friends and family, there were a lot of surprises - for example that the Silent Generation feel more at ease with new technology than any other age group.

Further findings from the report reveal:

  • All generations access the internet from their smartphones the majority of the time

  • Baby Boomers have the highest average monthly income

  • Generation Z believe saving money is important more than any other age group

  • 18% of Millennials reach for their phone as soon as they wake up

To explore the full set of surprising results for yourself in our Generational Lifestyles in South Africa 2017 Report, dowload it here:

Download Report

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Topics: Sub-Saharan Africa, Audience Insights

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