Kenya Consumer Pulse Study Q2 2024

Explore the latest trends in consumer behaviours and financial health with TransUnion's Q2 2024 Consumer Pulse Study.

This in-depth report provides valuable and timely insights into how Kenyan households managed their finances, spending and debt, as well as their experiences with and attitude toward online fraud.

Learn how these trends can inform your business strategies and help drive economic opportunity.

Key findings and critical insights include:

• Income growth: Over a third (34%) of households reported income increases — led by Gen Z and Millennials
• Debt management: Almost half (43%) of consumers prioritised faster debt repayment, while 56% reduced discretionary spending
• Credit demand: Despite limited access, credit demand remained robust with high application intent for new credit
• Digital adoption: Rising digital platform usage highlighted the importance of robust security measures to combat fraud

This report is an essential resource for understanding consumer behaviour trends, improving credit strategies, and enhancing digital security measures in Kenya's evolving financial landscape.