Recently, the rapid withdrawal of US troops, change in government, and escalating humanitarian crisis in neighboring Afghanistan impacted not only Pakistan but the entire region. To assess the impact of the tumultuous past few months on Pakistanis, GeoPoll conducted a survey in October 2021, following up on our study from January 2021.

The survey gathers on the ground feedback from Pakistanis on a number of regionally important topics, including:

• Foreign influences on the economy, military, politics, and culture of Pakistan
• Perceptions on the withdrawal of US troops from Afghanistan
• Thoughts on immigration, security, and international aid
• The ongoing impacts of COVID-19
• Personal finances and the country’s economy

Findings from the survey show continued Pakistani support for the withdrawal of US troops from Afghanistan. Most do not support Pakistan allowing more Afghan refugees, however, worrying about their impact on the economy and security. COVID-19 continues to present economic challenges as well, with most reporting a decrease in income compared to before the pandemic. Despite these hardships, several positive trends surfaced, including an increase in likeliness to take the vaccine as soon as possible and an optimistic outlook for Pakistan’s future.

Click below to download GeoPoll’s full written report, or scroll down to view the survey data in the interactive data dashboard.

Interactive Data Dashboard

Dive deeper into GeoPoll’s on-the-ground data from Pakistan using the dashboard below. Here, you can view all pieces of data from this study, filterable by Province, age group, gender, and question.

Conduct Research in Pakistan

This study provides on the ground data and insights on pressing topics of interest in Pakistan. GeoPoll can conduct research in Pakistan via 2-way SMS surveys, Computer Assisted Telephone Interviewing (CATI) voice calls, mobile web links, and in-person research methods. To learn more about GeoPoll’s capabilities in Pakistan and around the world, please contact us.

The post GeoPoll Report: Follow-up Pakistan Study on Afghanistan, Immigration, and COVID-19 appeared first on GeoPoll.

• Brand reactions to COVID-19
• The importance of diversity and inclusivity in advertising
• The impact of influencer marketing

The survey gathered feedback from approximately 700 respondents with a gender composition of 61% females and 39% males, an age breakdown of 27% ages 15-25, 33% ages 26-35, and 39% ages 36 and over, and representation from all nine provinces in South Africa.

GeoPoll produced an initial summary of the research findings along with an interactive dashboard of the research data in early August. In this supplemental summary, we detail consumers’ responses to the five open-ended survey questions listed below:

• In your opinion, which brands, if any, have responded well to COVID-19 in their advertising?
• Which brands, if any, have failed in their advertising response to COVID-19 or negatively impacted your impression of the brand?
• Which brands, if any, have effectively addressed inclusivity and diversity in their ads?
• What are the names of the influencers you follow most?
• Which brands, if any, were you influenced to buy based on the review or recommendation of an influencer?

Brand Reactions to COVID-19

The social and economic disruption caused by the coronavirus pandemic has impacted how consumers across the globe interact with brands. According to a McKinsey study, 79% of consumers in South Africa have changed stores, brands, or the way they shop due to the pandemic. In our study, most respondents (64%) say how brands reacted to COVID-19 in their advertising influenced which products or brands they purchased.

Positive Brand Reactions to COVID-19

South Africa has suffered the highest number of confirmed cases and deaths from COVID-19 in Africa. With limited access to the vaccine, many are forced to rely on public health measures to slow the spread of the disease. And they appreciate brands using their advertising spend to promote public health. When asked which brands responded well to COVID-19 in their advertising, the top two brands mentioned by far, Lifebuoy and Dettol, produced ads informing consumers how to use their soap, sanitizer, and disinfectant products to lessen the spread of coronavirus.

Johnson & Johnson, the US pharmaceutical company that is providing and manufacturing its COVID-19 vaccine in South Africa also produced ads that resonated with many respondents, as did Vicks, which offers products used to alleviate the symptoms of respiratory illnesses.

Taking a completely different approach, KFC decided to keep its ads light-hearted and entertaining, temporarily blurring out part of the brands well-known slogan, Finger Lickin’ Good, for the sake of public health.

Whether sharing helpful COVID-19 information, promoting COVID-related products and vaccination, or just providing some much-needed comic relief, consumers do not want brands to shy away from the pandemic. In our study, practically no one believed brands should ignore COVID-19 in their ads (3%) or stop advertising completely (4%).

Negative Brand Reactions to COVID-19

Consumers had a more difficult time citing brands that responded poorly to COVID-19 in their advertising rather than positively. Approximately 2 out of 3 respondents were not able to list a single brand.

The tumultuous rollout of the Johnson & Johnson vaccine in South Africa apparently caused negative perceptions for some consumers. After the vaccine was administered to healthcare workers in February, and conditionally approved by the South African Health Products Regulatory Authority in April, the company was forced to halt production and destroy more than two million doses due to contamination in a manufacturing plant in the US. Johnson & Johnson’s advertising was not able to overcome all that negative press for some respondents in this study.

While Lifebuoy’s COVID-19 ads received more positive feedback than any other brand, a relatively small number of respondents had negative reactions. Either way, Lifebuoy’s ads have been clearly noticed by many.

Major international brands McDonald’s, Nike, and Coca-Cola also produced ads that generated mixed reactions. Applying the industry adage that “bad press is better than no press,” all three companies are likely at least somewhat pleased with the recognition of their campaigns.

The Importance of Diversity and Inclusivity in Advertising

Diverse and inclusive advertising portrays people from all backgrounds, regardless of race, ethnicity, gender identity, age, religion, ability, sexual orientation, or otherwise. It portrays people from marginalized communities previously excluded from most ads. In our study, approximately half of respondents (49%) consider it “very important” for brands to portray diversity and inclusivity in their advertising. That number jumps to 62% for respondents ages 15-25, demonstrating heightened social consciousness in the younger demographic.

Several brands stand out for specifically and effectively addressing inclusivity and diversity in their advertising:

• Nike: Nike’s recent “split-screen” ad campaign features a host of professional athletes, including Cristiano Ronaldo, Serena Williams, Colin Kaepernick, and South African athlete Caster Semenya, as well as amateur athletes from a variety of races, ethnicities, religions, genders, and abilities. The message behind the ad is about the power of sports and its ability to unify people.
• Adidas: One of Adidas’ recent ads follows the same premise as Nike’s, telling the story of how South Africa’s first Black rugby captain, Siya Kolisi, saw the possibilities of uniting all people through sport.
• Nivea: Nivea’s ads promote its skincare products by encouraging consumers to “wear your skin with pride” and “celebrate the skin you’re in” featuring models of a variety of shapes, sizes, and ethnic backgrounds.

Respondents claim to be inspired by diverse and inclusive advertising. Most in our study (66%) said they were inspired to take some kind of action after seeing an ad they considered to be diverse or inclusive. Almost half (46%) “bought or considered buying the product or service” advertised.

The Impact of Influencer Marketing

An influencer is an individual who has created an audience or fan base that they are able to influence via online channels, such as social media, blogs, podcasts, etc. In many cases, influencers profit through promoting products to their audiences, a strategy known as influencer marketing, which has now become a multi-billion dollar industry.

Most Followed Influencers

Most influencers focus on particular niche topics that they create content around to engage their followers. In our survey, food, lifestyle, fashion, and fitness surfaced as the most popular categories of influencers. In terms of types of influencers, the largest percentage of respondents (67%) report following celebrity influencers. Celebrity influencers also dominate the list of specific influencers respondents claim to follow.

The top celebrity influencers mentioned include a mix of actors (Somizi Mhlongo, Pearl Thusi, Dwayne Johnson, Connie Ferguson, etc.), TV personalities (Bonang Matheba, Lasizwe, Boity Thulo, Lerato Kganyago, etc.), and musicians (Cassper Nyovest, DJ Sbu, DJ Zinhle, Nasty C, etc.). International football star Ronaldo, and the President of South Africa, Cyril Ramaphosa, also made the top 20 most-mentioned list.

On the other hand, many consumers express more interest in following someone whose life seems more real and attainable than a celebrity’s. Although most of the hundreds of different influencers mentioned by respondents are regular social media users (with relatively small followings), some have built up substantial followings to become social media sensations. Some of the most frequently mentioned include, Mihladi Ndamase, Faith Nketsi, Lebogang Tlokana – commonly known as “The Funny Chef,” and Thick Leeyonce.

Influencer-inspired Brand Purchases

Many businesses are now engaging online influencers to push products and improve brand awareness among their target audiences – especially young consumers. In our study, most younger respondents (65%) said they have purchased a product based on an influencer’s recommendation, compared to 47% of older respondents. Even a 47% purchase rate, however, illustrates the powerful impact influencers have in promoting brands and driving real results.

The brands and products respondents claim they were influenced to buy cover the gamut, from apparel companies, to technology companies, to soap companies.

International apparel brand, Nike, has been at the forefront of embracing influencer marketing. In addition to producing campaigns with A-list celebrities and athletes (Ronaldo, Serena Williams, Colin Kaepernick, etc.), Nike also partners with youth influencers and social media sensations, allowing them to evaluate Nike products on their own terms. Other popular apparel brands, such as Adidas and Puma, implement similar strategies.

In a time of crisis, many influencers are using their elevated status for social good. In our study, 73% of respondents in South Africa say the influencers they follow have “promoted social distancing, good hygiene, mask-wearing, etc.” That is reflected in the number of health and hygiene brands respondents say they have been influenced to buy, including Lifebuoy, Dettol, Johnson & Johnson, Vicks, ACC 200, JIK, etc.

Influencers have proven extremely effective in promoting beauty brands. Consumers want to see real people using and evaluating a beauty product rather than hearing a sales pitch. More than half the respondents in our study consider “pictures of the influencers using the product,” “live videos explaining the product or unboxing,” and “product reviews” from the influencer to be highly influential content. They report being influenced to buy a range of beauty products, including Nivea, Ponds, Portia M, Garnier, Herbalife, Revlon, and more.

Interactive Data Dashboard

To dive deeper into GeoPoll’s data on how brands’ reactions to the world around them influence consumer behaviors and perceptions in South Africa, click here to access the dashboard. The dashboard allows you to view all the data from this study, filterable by country, age group, gender, and question.

About This GeoPoll Survey

GeoPoll is the pioneer in conducting remote research through mobile-based methodologies in Africa, Asia, and Latin America. Our custom research capabilities allow agencies, brands, and international development organizations to conduct one-off or ongoing surveys on any topic, with results delivered in near real-time.

To request more information about this study or get a quote for an upcoming project of your own, please contact us.

The post Consumer Brand Perceptions in South Africa Survey: GeoPoll Report Supplement appeared first on GeoPoll.

COVID-19 continues to exert immense pressure on the world’s emerging markets, creating economic concerns that rival the health concerns. With a third or fourth wave of the virus gripping many countries, it is becoming increasingly difficult for governments to get a handle on either of those challenges.

As a followup to GeoPoll’s 2020 reports and April 2021 report on the impacts of COVID-19 in sub-Saharan Africa, GeoPoll conducted a survey in nine countries across Africa, Latin America, and Asia to assess the ongoing effects of the pandemic on respondents’ finances, spending and health, their thoughts and concerns about the vaccine, and their hopes for the future.

The main topics covered include:

• Changes to consumer income and financial outlook
• Changes in consumer spending habits
• Perceptions about government response to the pandemic
• Concerns about and willingness to take the vaccine
• Adherence to public health measures and changes in emotional health

Findings from this study illustrate a world continuing to suffer the economic and societal impacts of COVID-19. Incomes continue to fall, particularly in emerging economies such as Kenya, South Africa, Tanzania, and Brazil, while prices for food and other necessities increase. Many express concern both with paying their expenses and with the pandemic overall. Despite these hardships, several positive trends surfaced, including the likeliness to take the vaccine when it is available, emotional health improvements, and optimism for the future.

Click below to download GeoPoll’s full written report, or scroll down to view the survey data in the interactive dashboard.

Interactive Data Dashboard

Dive deeper into GeoPoll’s data on the ongoing economic and societal impacts of COVID-19 in Kenya, Nigeria, South Africa, Ghana, Tanzania, Egypt, Brazil, Colombia, and China using the interactive dashboard below. You can view all pieces of data from this study, filterable by country, age group, gender, and question.

The post GeoPoll Report: The Ongoing Impacts of COVID-19 Across Africa, Latin America and Asia appeared first on GeoPoll.

Evolving social norms are also altering what consumers expect from brands. Rather than churning out the same brand-centric advertisements year after year, consumers expect companies to be in tune with what is happening globally – and are quick to make changes if they are not. According to a McKinsey study, 79% of consumers in South Africa have changed stores, brands, or the way they shop due to the pandemic. To stay relevant, brands have to consider, adapt and respond to a rapidly changing world and marketplace.

To understand how brands’ reactions to the world around them influence consumer behaviors and perceptions, GeoPoll conducted a study in early July 2021 in South Africa using our mobile web platform. In this initial report, we present some of the highlights from that survey.

Brand Reactions to COVID-19

Consumers admit to being influenced by advertising. More than 68% of both men and women in this study say they purchased something based on ads in the past few months. Younger respondents (ages 15-25) claim to be less influenced by ads (61%) than the older age groups.

Social media (68%) and TV (64%) stand out as by far the most noticed and influential ad channels across genders and age groups.

Consumers also admit to paying attention to what brands are saying in their ads. South Africa has suffered the highest number of confirmed cases and deaths from COVID-19 in Africa, and the crisis is far from over. Most respondents (64%) say how brands reacted to COVID-19 in their advertising influenced which products or brands they purchased. Respondents under age 36 report being far more influenced than those ages 36 and over (71% to 52%, respectively).

Ideally, consumers want brands to use their advertising dollars for good. Rather than promoting their products in a time of crisis, 71% of respondents say they would like brands to “share helpful COVID information” in their ads. Others would like to see brands put out ads “promoting COVID vaccination” (54%) or “showing the brand helping others or the community” (52%).

Practically no one believes brands should ignore COVID-19 in their ads (3%) or stop advertising completely (4%).

The Importance of Diversity and Inclusivity in Advertising

Diverse and inclusive advertising portrays people from all backgrounds, regardless of race, ethnicity, gender identity, age, religion, ability, sexual orientation, or otherwise. In our study, approximately half of respondents (49%) consider it “very important” for brands to portray diversity and inclusivity in their advertising. That number jumps to 62% for respondents ages 15-25, demonstrating a heightened social consciousness in the younger demographic.

The age disparity is especially prominent amongst women, with 69% of women ages 15-25 considering diversity and inclusivity in advertising very important, compared to only 46% of women ages 26-35 and 41% of women ages 36 and over.

Respondents also claim to be inspired by diverse and inclusive advertising. Most (66%) say they were inspired to take some kind of action after seeing an ad they considered to be diverse or inclusive. Both young men (83%) and young women (75%) were more likely to be inspired than older respondents, suggesting that building an inclusive brand will become more and more important in the future.

Overall, the actions respondents were most likely to take in response to inclusive advertising include “looking for more information about the product or service” (61% of all respondents) and “visiting the brands’ site or social media page” (60%). Almost half (46%) “bought or considered buying the product or service” advertised.

The survey asked respondents to select which, if any, of the following 14 categories they believe it is important for brands to be conscious of in their advertising: gender identity, gender equality, age, body type, race/ethnicity, culture, sexual orientation, skin tone, language, religious/spiritual affiliation, physical ability, disabilities, socio-economic status/income, and overall appearance.

At least a third of respondents selected each of the 14 categories as important. More than half (56%) believe it is important for brands to be conscious of “gender equality” in their advertising.

The Impact of Influencer Marketing

The shift to a global digital marketplace began more than a decade ago, but the coronavirus pandemic has accelerated that transition. With digital interest and behavior on the rise, brands are experimenting with new ways to engage their customers. Specifically, an increase in online shopping and significant growth in the adoption of social media platforms has led many brands to prioritize influencer marketing campaigns.

An influencer is an individual who has created an audience or fan base that they are able to influence via online channels, such as social media, blogs, podcasts, etc. In many cases, influencers profit through promoting products to their audiences, which has now become a multi-billion dollar industry.

Influencer Platforms and Types

Influencer marketing is essentially a digital form of word-of-mouth marketing. According to Nielsen, 92% of 18-to-34 year-olds say they seek recommendations from friends and family when considering a product purchase – making word-of-mouth the highest ranked source for trustworthiness for younger consumers.

In our study, age played a significant role in determining who follows influencers. While 73% of respondents ages 15-25 and 70% of respondents ages 26-35 claim to follow influencers, only 43% of respondents ages 36 and over make that claim. The percentages remain consistent across genders.

In terms of platforms, Facebook stands out as the most popular. Of all respondents, 84% say they follow an influencer on Facebook. YouTube and Instagram come in second and third at 51% and 50%, respectively. Next are TikTok at 37% and Twitter at 35%. The importance of those two platforms reverses between men and women – 43% of women follow influencers on TikTok compared to 28% of men, while 45% of men follow influencers on Twitter compared to 28% of women.

Celebrities often have substantial social media followings. In our study, 67% of respondents follow celebrity influencers, making it the most popular type of influencer. Many consumers, however, are more interested in following someone whose life seems more real and attainable. More than half of respondents follow “regular social media users” (57%) or “social media sensations” (56%) – which are essentially regular social media users that have built up a substantial following.

More traditional media influencers, journalists, come in next at 45%. Older respondents are far more likely to follow journalists than younger respondents (53% compared to 32%).

Influencer Content

Most influencers focus on particular niche topics that they create content around to engage their followers. In our survey, food, lifestyle, fashion, and fitness surfaced as the most popular categories of influencers (all followed by more than half of respondents). Tech influencers are followed by more than half of the men.

Giveaways and discounts are always popular, but the economic hardships caused by the pandemic likely accentuate that popularity. The largest percentage of respondents in our study (61%) select giveaways and discounts as the type of influencer content they find most influential.

Consumers often trust people more than brands. They want to see people using and evaluating a product rather than hearing a sales pitch. More than half of respondents consider “pictures of the influencers using the product,” “live videos explaining the product or unboxing,” and “product reviews” from the influencer to be highly influential content.

Influencer Trust and Influence on Purchase Decisions

The success of any marketing campaign is driven by the trust and authority placed in the message or messenger by consumers. In influencer marketing, everything rests on if influencers and their recommendations can be trusted. This trust is the premise for the growth of influencer marketing.

In this study, how much respondents trust ads or recommendations from influencers varies significantly by age. Younger respondents (ages 15-25) trust influencers the most. Using a 5-point scale, 38% of respondents in that age group claim to trust influencers at least somewhat (rating of 4 or 5), compared to only 26% of respondents ages 36 and over. In fact, 21% of younger respondents say they trust influencers completely.

Because younger respondents trust influencers more, it is fitting that they are more likely to be influenced by influencers. While most younger respondents (65%) say they have purchased a product based on an influencer’s recommendation, only 47% of older respondents say the same. Even a 47% purchase rate, however, illustrates the powerful impact influencers have in promoting brands and driving real results.

Influencer Impact on Brand Perceptions

Many businesses are now engaging online influencers to push products and improve brand awareness among their target audiences – especially young consumers. It is important to remember, however, that influencers can bring both positive and negative attention to a brand. Approximately a third of respondents in this study say the behaviors of an influencer have caused them to have negative impressions of a brand. Men are much more likely to be impacted, with 44% developing negative impressions compared to 24% of females. That number jumps to 52% for men ages 26-35. Clearly, brands must spend considerable time and effort identifying influencers that connect with the brand’s core values and act accordingly.

According to respondents, the influencers they follow have primarily acted responsibly and positively throughout the pandemic. With delayed vaccine rollouts, many in South Africa have had to rely on public health measures to slow the spread of the virus. In support of those efforts, 73% of respondents say the influencers they follow have “promoted social distancing, good hygiene, mask-wearing, etc.” Another 62% say influencers have used their platform to “promote COVID-19 testing and vaccination” and 53% say influencers have “promoted/donated to charities and social causes.”

Far fewer, but still a substantial number of respondents report influencers reacting to the pandemic in negative ways, including “spreading misinformation or conspiracy theories” (12%) or “ignoring or complaining about social distancing and government restrictions” (9%).

Conclusion

Consumers are more aware and discerning than ever before about how brands react to the world. As observed in this study, consumers in South Africa notice how brands respond to crisis, the values they espouse, and the types of people they choose to represent them – and they make purchasing decisions based on that information. To stay relevant, particularly with younger consumers, brands must not only say the right things but act accordingly. They need to keep their fingers on the pulse of society so they are ready to adapt and respond to a rapidly changing world, worldview, and marketplace.

Interactive Data Dashboard

Dive deeper into GeoPoll’s data on how brands’ reactions to the world around them influence consumer behaviors and perceptions in South Africa using the dashboard below. Here, you can view all pieces of data from this study, filterable by Province, age group, gender, and question:

About This GeoPoll Survey

GeoPoll is the pioneer in conducting remote research through mobile-based methodologies in Africa, Asia, and Latin America. Our custom research capabilities allow agencies, brands, and international development organizations to conduct one-off or ongoing surveys on any topic, with results delivered in near real-time.

This GeoPoll survey was conducted using GeoPoll’s mobile web platform in early July 2021 in South Africa, surveying approximately 700 respondents. It is not purely a scientific study as there were no strict measures to limit demographic quotas. A good mix was achieved, however, with a gender composition of 61% females and 39% males, and an age breakdown of 27% ages 15-25, 33% ages 26-35, and 39% ages 36 and over. Respondents from all nine provinces in South Africa were included in the study.

To request more information about this study or get a quote for an upcoming project of your own, please contact us.

The post GeoPoll Report: Consumer Brand Perceptions in South Africa appeared first on GeoPoll.

As part of its study in April 2021 on the ongoing economic, social, and health impacts of the Coronavirus pandemic in sub-Saharan Africa, GeoPoll asked respondents in Côte D’Ivoire, the Democratic Republic of Congo (DRC), Kenya, Mozambique, Nigeria, and South Africa about their likeliness to take the vaccine when it becomes available – and when they think that might be. We also asked if they have been provided enough trustworthy information about the vaccine and about any concerns they might have.

This article draws from that study, focusing on perceptions, expectations, and concerns about the COVID-19 vaccine. You can access the full interactive result dashboard and download the report for free here.

Trustworthy Vaccine Information

After living with the pandemic for more than a year, many questions and uncertainties remain. In this study, less than half the respondents (48%) believe they have been provided enough trustworthy information about the COVID-19 vaccine. Persistent rumors around the vaccine have clearly degraded peoples’ confidence in the information available to them and demonstrate the importance of stakeholders battling misinformation around vaccines.

Likeliness to Get the Vaccine

Respondents’ likeliness to get the vaccine mirrors their trust in the information available about the vaccine. Only 48% of respondents across countries said they would probably or definitely get the vaccine right away if it was available for free. That is down from 62% in our previous study in November 2020, further illustrating the impact of continued negative information about the vaccine.

Concerns About the Vaccine

Overall, the top reasons why respondents may not get the vaccine are uncertainty about its effectiveness and potential health risks. That does not hold true in each country, however, as shown in the chart below.

Expectations About Vaccine Availability

Looking ahead, the opportunity to interrupt virus transmissions and initiate social and economic recovery in sub-Saharan Africa largely hinges on the availability and distribution of vaccines. All of the sub-Saharan African countries included in this study have initiated limited vaccination programs, mainly procured through the COVID-19 Vaccine Global Access (COVAX) Facility, but at this point there are simply not enough doses available to approach herd immunity.

The delayed rollout of the vaccine so far in Africa has pushed back when respondents from all six countries in this study expect the vaccine will be available to the public.

In our study in November 2020, 31% believed a vaccine would be available in the first half of 2021. Only 10% believed it would be available in the second half of 2021 and 5% believed it wouldn’t be until 2022. In this study, the percentage that believe the vaccine will be available in the first half of 2021 dropped from 31% to 26%. The percentage that believes the vaccine will be available in the second half of 2021 jumped from 10% to 34%, and the percentage that predict it will not be available until 2022 or later jumped from 5% to 30%.

Follow GeoPoll for Continued COVID-19 Research

Throughout 2021, GeoPoll will continue to monitor the long-term implications of COVID-19 and sentiments towards a vaccine in sub-Saharan Africa and around the globe. Sign up to be updated when GeoPoll releases new COVID-19 research, and please contact us if you require additional information regarding this study or would like to conduct your own research using GeoPoll’s mobile- based data collection capabilities and global reach.

The post Report: COVID-19 Vaccine Perceptions and Hesitancy in Sub-Saharan Africa appeared first on GeoPoll.

This article draws from GeoPoll’s May 2021 report on the ongoing economic, social, and health impacts of the coronavirus pandemic, as well as vaccine perceptions from a survey we conducted in Côte D’Ivoire, the Democratic Republic of Congo (DRC), Kenya, Mozambique, Nigeria, and South Africa in March/April 2021. You can access the interactive result dashboard and download the report for free here.

In this article, we will focus on the economic impact of the pandemic, particularly how personal and household incomes have changed, how consumer spending habits have shifted, and the financial outlook for the next couple of months.

Incomes Have Decreased

The coronavirus pandemic has seen many industries suffer the brunt of a forced change in lifestyle as governments imposed measures to cut the spread of the disease. Many businesses closed down or reduced capacities, leading to income and job losses for many people.

The World Bank, in its biannual economic analysis for the region in March 2021, projects sub-Saharan Africa will see moderate economic growth this year, rebounding from the COVID-19 induced recession of 2020. However, the resurgence of the pandemic is dampening those projections, and many are at risk of suffering further setbacks to their personal finances and living standards.

In GeoPoll’s previous study on the ongoing impact of COVID-19 from November 2020, 79% of respondents stated their income had decreased since June 2020. Our current study shows that downward trend continuing with 64% saying their income has decreased since January 2021. The largest segment (42%) say it has decreased a lot.

In Kenya, the recent resurgence of the pandemic and renewal of government restrictions around the time the survey ran appears to have had a severe economic impact, with 79% of respondents in the country reporting a decrease in income. Young people in Kenya appear to be particularly affected, with 66% of respondents ages 15-25 saying their income has decreased a lot. Only 10% of respondents across countries said their income has increased even a bit.

Consumer Spending Changed

Spending on food and other necessities has fluctuated significantly since the start of 2021. When asked to compare their current spending on food and other necessities to three months ago, most respondents choose the extremes, saying it either decreased a lot (27%) or increased a lot (24%). Only 12% of respondents say it has not changed.

Nigeria’s inflation rate rose to 18.17% in March 2021, hitting a 4-year peak due to the impacts of COVID-19. Food inflation in particular rose to 22.95%, putting even more pressure on households faced with rising unemployment and shrinking incomes. In our study, 68% of respondents in Nigeria stated that their spending on food and other necessities has increased since January 2021. Almost half (47%) say it has increased a lot.

The overwhelming reason why respondents across countries say their spending on food and other necessities has decreased is that they have less money (76%). For respondents that stated their spending on food and other necessities has increased, 85% claim the increase is because prices have gone up. In Nigeria, that number rises to 94%.

With 64% of respondents saying their income has decreased since January 2021, it is understandable that 60% of respondents say their spending on non-essential items has also decreased. In Kenya, where 79% of respondents experienced a decrease in income, 51% say their spending on non-essential items has decreased a lot. It is likely a matter of prioritizing essentials such as food over non-essentials such as fashion items.

Most respondents across countries (65%) say the reason why their spending on non-essential items has decreased is because they have less money. Almost 18% say it is because they are spending more elsewhere – likely on food and essentials. Of the relatively few respondents that say their spending on non-essential items has increased, 77% attribute the increase to a rise in prices. In Nigeria, 90% attribute it to a rise in prices.

How the Near Future Looks Financially

The prevalent drop or stagnation in income in sub-Saharan Africa has understandably impacted consumer finances and spending.

Across countries, most respondents (53%) say they are extremely concerned about paying expenses in the next three months.

The level of concern is particularly high in Mozambique with 70% of respondents saying they are extremely concerned, in line with World Bank’s assessment that a sizeable number of Mozambicans could fall back into poverty as a result of the pandemic. Conversely, in the Democratic Republic of Congo almost half (46%) of respondents say they are not concerned at all about paying expenses. That is 12% higher than Côte D’Ivoire and more than double the other four countries included in this study.

Looking ahead, respondents have polarized views about their financial future. When asked to rate their optimism about their financial situation improvising in the next three months, 37% are not at all optimistic and 35% are extremely optimistic. Respondents ages 26-35 are slightly more optimistic than the other age groups with 38% saying they are extremely optimistic. Women are more likely to be extremely optimistic than men (38% to 32%).

Nigeria stands out as having the brightest outlook for the future. Despite the tumultuous first few months of 2021, 46% of respondents in Nigeria are extremely optimistic about their financial situation improving in the next 3 months. Respondents in the Democratic Republic of Congo are the most skeptical, with only 27% extremely optimistic and 54% not at all optimistic. According to the United Nations, one-third of the DRC’s population is currently facing acute hunger due to conflict and the economic impacts of COVID-19, providing possible context for that skepticism.

About This Survey

This study was implemented by GeoPoll using our own mobile research platform and respondent database via two-way SMS between March 24th and April 12th, 2021 with some countries completing data collection earlier than others.

The study questionnaire was designed by GeoPoll researchers and translated where needed and was run in six countries: Côte D’Ivoire, the Democratic Republic of Congo, Kenya, Mozambique, Nigeria, and South Africa. The total sample size was 400 per country and 2,400 total, which provides a 5% margin of error and a 95% confidence interval. GeoPoll used a simple random sampling technique from GeoPoll’s respondent database of mobile subscribers in each country surveyed. The sample was nationally representative by age, gender and location (ADM1).

For more information on the sample and methodology, to request copies of the questionnaire and response data, or to speak to a GeoPoll representative on conducting surveys in Africa, Asia and Latin America, please contact us.

The post Report: The Economic Impact of COVID-19 in Africa appeared first on GeoPoll.

The economic slowdown caused by the pandemic has disproportionally impacted the most marginalized countries and individuals of the world. According to the International Monetary Fund (IMF) the economic losses are expected to be much higher in emerging markets than in advanced economies. On an individual level, the virus has deepened inequality across sub-Saharan Africa with young and low-skilled workers, women and refugees bearing the brunt of the downturn.

Looking ahead, the opportunity to interrupt virus transmissions and initiate social and economic recovery in sub-Saharan Africa largely hinges on the availability and distribution of vaccines. The pandemic, however, has also exposed global inequalities in health care. At this point there are simply not enough doses available to inoculate entire African nations in the near term. The spread of false information and conspiracy theories has also led to an increase in vaccine hesitancy, further complicating vaccination efforts.

After living with the pandemic for more than a year, many questions and uncertainties remain. As a follow up to GeoPoll’s 2020 reports on the impact of COVID-19 in sub-Saharan Africa, GeoPoll conducted a survey to assess the ongoing effects of the pandemic on respondents’ finances, spending, and health, their thoughts and concerns about the vaccine, and their hopes for the future. This report details the results from that survey.

The study was conducted in March 2021 in Côte D’Ivoire, the Democratic Republic of Congo (DRC), Kenya, Mozambique, Nigeria, and South Africa. The main topics covered include:

• Changes to consumer finances, spending, and mobile money usage
• Perceptions about the government response to the virus and the trustworthiness of information available
• Anticipation about the availability and willingness to take the vaccine
• Adherence to public health measures and changes to mental and physical health

Findings from this study illustrate the ongoing disruption of COVID-19 in sub-Saharan Africa. Incomes and spending continue to fall since our study in November 2020, while prices have risen. The percentage likely to take the vaccine if it was available has decreased since November, as has optimism about when that might be. Despite these hardships, several positive trends surfaced in this study, including improvements in emotional and physical health.

Click below to download GeoPoll’s full written report, or view data in the interactive dashboard.

Data: Financial Impact, Government Response, Likelihood to Take the Vaccine, and more.

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Although Pakistan has not recorded as many COVID-19 cases as India and other countries, lockdowns and other measures including the closure of schools to stop the spread of the pandemic have upended life for many in Pakistan in the past year. Actions related to COVID-19 combined with extreme weather events including drought, flooding, and locusts in the past years have also contributed to food insecurity in the country, particularly among the poorest populations.

In order to gather on-the-ground feedback from Pakistanis on their feelings towards the US troop removal from Afghanistan, foreign influencers, and how COVID-19 has impacted their lives in the past year, GeoPoll conducted a study via SMS in Pakistan with 408 respondents, the majority of whom were located in the Punjab region. The study was conducted in January 2021. While this study was not nationally representative, it provides some high-level insights into the views of Pakistanis and how they are looking to the future. Read a summary of results below or jump to the dashboard with full results.

Pakistan and the Great Power Competition

There are several factors that make Pakistan a geopolitically significant country, and as such foreign powers including the United States, China, and Russia have an interest in Pakistan. GeoPoll’s study asked several questions regarding foreign influences on Pakistan, and the responses demonstrate how different countries are influencing different aspects of Pakistan. Economically, China was the clear largest influencer, cited by 49% as the biggest influencer of Pakistan’s economy, likely related to the China-Pakistan Economic Corridor, an infrastructure initiative.

Respondents were more split on the largest influence on Pakistan’s military and politics, with 33% stating that China has the largest influence on Pakistan’s military, 20% stating the United States, and 21% stating India. Politically, the United States and India are cited as the largest influences, at 32% each.

Culturally, 50% of respondents stated that India was the largest influence on Pakistan’s culture, with other countries including the United States, China, and Afghanistan having under 15% of responses each. Russia was not listed as a significant influence in any question, though more respondents felt Russia influences Pakistan’s military (7%) than any other category. Afghanistan’s biggest perceived influence was in Pakistan’s culture.

Pakistan’s Views on US Troop Withdrawal

 Respondents were somewhat split on the United States’ recent announcement that they would withdraw troops from Afghanistan, with the largest group (43%) stating that they ‘strongly agree’ with the decision, while 33% strongly disagree with the decision. Although relatively small sample sizes, the oldest age group were most likely to state that they strongly disagree with the troop withdrawal, with 50% of those aged 35 and older strongly disagreeing with the removal. Females were also slightly more likely to disagree with the US troop withdrawal than males.

COVID-19 and Pakistan  

COVID-19 has had economic and social impacts on huge portions of the population in most countries, and Pakistan is no exception. In line with our findings from other studies, GeoPoll found that 41% in Pakistan stated that finances were their biggest challenge due to COVID-19, and 44% state that their income has decreased a lot compared to before COVID-19, with an additional 26% stating their income has decreased a little. Despite this, respondents expressed hope for the future, with 56% stating that they believe Pakistan’s economy will get better in the next year, and 55% believing that their personal finances will get better in the next year.

Additionally, a majority of respondents stated that they would get the COVID-19 vaccine once it is available to them, with 41% stating they will ‘definitely’ get the vaccine as soon as possible, and 25% stating they would ‘probably’ get the vaccine as soon as possible. The biggest concern surrounding the vaccine was the ability for everyone to get the vaccine, at 28%, followed by vaccine safety, at 21%.

Conduct Research in Pakistan 

This study provides some high-level insights into several topics of interest in Pakistan. GeoPoll can conduct research in Pakistan via 2-way SMS surveys, Computer Assisted Telephone Interviewing (CATI) voice calls, web links, and in-person research methods. To learn more about our capabilities in Pakistan, please contact us.

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As a follow up to GeoPoll’s earlier reports on the impact of the coronavirus pandemic in sub-Saharan Africa, we conducted the GeoPoll Year-End survey evaluating the year that has been and the outlook for the coming year.

The Economic Impact of COVID-19 in Sub-Saharan Africa

When asked about the coronavirus pandemic’s biggest challenges, finances stood out as the overwhelming challenge (55%), with ‘staying home’ trailing at 23% as the second biggest challenge. This finding could be tied directly to findings surrounding income changes since June, as 79% stated that their income had decreased since June. This percentage is even higher than the 76% who reported income decreases in our previous study. In addition, 65% state that they are more concerned with paying their expenses now than in June 2020, when 71% were already more concerned with paying expenses than pre-COVID.

These findings demonstrate that even though restrictions have been loosened in all six countries studied, the pandemic’s economic impacts continue to be felt and, for many, have worsened over time. While all countries reported high levels of income decrease, Kenya had the highest percentage of respondents who said their income had decreased a lot compared to June 2020, at 64%.

Even though restrictions have been loosened in all six countries studied, the economic impacts of the pandemic continue to be felt and for many have worsened over time – GeoPoll

Changes to Consumer Habits Due to COVID-19

Given the decreases in income observed, it is not surprising that we also observe changes in spending patterns, with consumers focusing more on essential items than non-essentials. In addition, one of the effects of the pandemic has been a scarcity of products due to disruptions in supply chains, which has resulted in rising prices of various commodities. These factors could be some of the reasons most respondents (60%) in the GeoPoll study reported spending more this year compared to last year on essential items such as food, while just 23% are spending less.

The report also shows a large shift away from non-essentials, with 59% saying they are spending less on clothes and beauty products than last year.

In contrast with several other countries where online shopping has increased during the pandemic, it has dropped in Sub-Saharan Africa. Nearly 60% report that they are shopping online less frequently than last year, which could be related to the overall decrease in purchasing of non-essential items. Compared to the previous year, 45% report they are using mobile money less frequently on mobile money usage, while 21% say they are using mobile money at about the same rates and 35% are using it more regularly.

It must be noted that, as with other findings in this summary, some of the considerations vary from country to country. For example, while online shopping decreased overall, more respondents in Kenya and South Africa reported shopping online more frequently, and over half (51%) of those in Kenya said that they are using mobile money more than the previous year, while 42% in Mozambique reported increasing their mobile money usage.

To see the statistics breakdown for each country and demographic, refer to this interactive report.

2020 Holiday Spending

Consumer spending is also experiencing changes; as the holiday season approaches, McKinsey’s study in South Africa found ongoing reductions in discretionary spending and that 88% of households expect to spend the same or less on the holidays as they did last year.

The 2020 holiday season is expected to be impacted by COVID-19, both socially and economically. Countries like Kenya have restrictions on night movement, meeting numbers, and hospitality business operations in place and studies have found that those in South Africa and other countries are planning to spend less on the holidays this year than in the past. GeoPoll’s research found similar results, with 40% overall stating that they will spend much less than last year, and 28% stating they will spend a bit less. Just under a quarter of respondents report they will spend more on the holidays this year, indicating that retailers should expect a decrease in holiday spending in 2020.

Economic Predictions for Next Year

As 2020 comes to a close, GeoPoll also examined the outlooks for next year. GeoPoll asked about the length of financial impacts of COVID-19, finding that almost half (45%) think economic effects will last at least six months, and 27% believe that the economic impacts will last over a year.

Despite this, there are signs of encouragement regarding respondents’ perceptions of their finances. A big majority (65%) believe that their finances will get better in the next year, compared to just 17% who think they will worsen, and 51% believe their country’s economy will get better in the next year. In comparison, 26% believe it will get worse.

Conduct Further Research with GeoPoll

These findings on consumer behavior are part of GeoPoll’s report on the impact the coronavirus pandemic has had on various life spheres. Download the full report here or dive more in-depth into the full dataset with the interactive dashboard here.

GeoPoll conducts surveys globally through multiple mobile-based methods, remotely reaching any population. GeoPoll can conduct research to enable brands, international development organizations, and governments better understand realities on the ground, even in the face of the challenges the world is undergoing. To request more information on our capabilities or get a quote for an upcoming project, please contact us.

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There is also a question of how many people will be willing to get a vaccine right away; experts have said that around 80% to 90% of the population must have immunity to COVID-19 in order to reach ‘herd immunity’, but in countries such as the United States only about 60% are willing to take the vaccine right away. In Africa, where vaccine access has improved greatly in the past thirty years, the spread of false information and conspiracy theories has led to an increase in vaccine hesitancy, threatening to undo the progress that has been made.

With widespread vaccination a crucial factor in eradicating COVID-19, GeoPoll’s most recent study included several questions on vaccine hesitancy and the likelihood of populations to get a COVID-19 vaccine. The study was conducted in November, immediately following the news of Pfizer’s vaccine being at least 90% effective. Questions were administered by SMS to a nationally representative sample in Côte D’Ivoire, the Democratic Republic of Congo, Kenya, Mozambique, Nigeria, and the Democratic Republic of Congo. Download the full report below or view the interactive dashboard of results here.

Vaccine Hesitancy in sub-Saharan Africa

In order to assess vaccine hesitancy, GeoPoll asked about vaccine safety and effectiveness and found that in terms of vaccine safety, a third of respondents ‘strongly agree’ that vaccines are safe, while an additional 21% ‘somewhat agree’ and 29% ‘neither agree or disagree’. Confidence in vaccine safety is highest in Nigeria and South Africa, where 41% and 35% respectively strongly agree that vaccines are safe. Those in the DRC were the most likely to report that they strongly disagree that vaccines are safe, at 23% of respondents. There were no large differences observed by age and gender.

Examining vaccine effectiveness, we find similar results, with a third reporting they ‘strongly agree’ vaccines are effective and 24% somewhat agreeing with the same statement. Again those in Nigeria were most likely to strongly agree with vaccine effectiveness, at 40%, while those in DRC were most likely to strongly disagree. Overall slightly more respondents either strongly or somewhat agree that vaccines are effective than they agreed with vaccines being safe.

Comparing this question to findings around trust in government information, we found that those who were less confident regarding their government’s information also reported lower levels of agreement with vaccine safety. Of those who strongly disagreed that their government was providing truthful information, 30% strongly agree that vaccines are safe, while 37% who strongly agreed that their governments information is truthful say the same regarding vaccine safety.

COVID-19 Vaccine Acceptance in South Africa, Kenya and more

GeoPoll also asked ‘If a COVID-19 vaccine was available for free today, would you get it as soon as possible?’ and found that in total 42% stated they would ‘definitely’ get it as soon as possible, while ‘20%’ stated ‘probably’. This question showed interesting trends by country, with those in Kenya, Mozambique, Nigeria, and South Africa reporting relatively high levels of likelihood to take a COVID-19 vaccine, while those in DRC and Côte D’Ivoire are less likely to take a COVID-19 vaccine as soon as possible. Although the youngest age group, those aged 15-24, reported slightly lower levels of enthusiasm regarding taking a COVID-19 vaccine than older age groups, the differences were quite small, with 59% of the youngest group and 62% of the oldest group reporting they would ‘definitely’ or ‘probably’ take a vaccine as soon as it was available.

When asked what concerns respondents most about a COVID-19 vaccine, vaccine safety was listed first, at 35%, followed by the ability for everyone to get the vaccine at 27%. Interestingly even in countries which had higher levels of agreement with vaccines being safe in general, such as Kenya, vaccine safety is the top concern when asking specifically about the COVID-19 vaccine. The youngest age group was most likely to be concerned over safety of the COVID-19 vaccine, with 37% of those aged 15-24 listing vaccine safety as their top concern.

Similarly to the findings regarding overall vaccine safety and effectiveness, likelihood to take a vaccine is impacted by trust in government information. Of those who either strongly or somewhat disagreed that their government was providing truthful information, 34% would definitely take a vaccine right away, while of those who agreed with their government’s information, 47% would definitely take a vaccine as soon as it’s available.

COVID-19 Vaccine Availability and Delivery

GeoPoll also examined when populations believe a vaccine will be available to the public, finding that the largest group, 39%, reported being unsure, while 31% believe a vaccine will be available between January and June 2020, and only 5% believe that a vaccine will not be available until 2022. Those in South Africa believe a vaccine will be available to the public the earliest, with 39% in South Africa believing that a vaccine will be available between January and June 2020, while respondents in the DRC are least sure about when a vaccine will be widely available.

Vaccine distribution is being heavily discussed as vaccines go into production, with most reports stating that healthcare workers and elderly or vulnerable populations will be the first to receive a vaccine. GeoPoll’s study found that, while 29% believe healthcare workers will receive a vaccine first, 23% believe that ‘those who can pay’ will get it first. Results for this question were also quite different by country; in the DRC and Côte D’Ivoire, the largest groups of respondents believe that everybody will get access to a vaccine at once, while those in Kenya, Mozambique and Nigeria believe healthcare workers will get first access, and in South Africa the highest percent, 31%, think a vaccine will go to those who can pay. By gender, we find that males are slightly more likely than females to believe a vaccine will go first to those who can pay.

Conduct Research on Vaccines with GeoPoll  

These findings, along with the findings on income decrease and mental health outlined in our full report, demonstrate that those who are being hit the hardest by COVID-19 impacts are most willing to take a vaccine as soon as it is available. In the coming months, more research is needed on vaccine hesitancy along with perceptions of the COVID-19 vaccine as it begins to be distributed. GeoPoll conducts surveys globally through multiple mobile-based methods, including Computer Assisted Telephone Interviewing and SMS. To request more information on our capabilities or get a quote for an upcoming project, please contact us.

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