Working and living in the city, Cosmopolitan Professionals earn between $700 and $1000 per month, which they spend (using cash, credit cards and, increasingly, mobile services) at supermarkets and shopping malls. They also still frequent traditional, informal stalls and markets for small, low value items such as bread. Cosmopolitan Professionals often reach these retail locations using their own cars and motorcycles.
Representing between two and three percent of Sub-Saharan Africans, Cosmopolitan Professionals often have worked or studied abroad and have a high awareness of global brands. They access content and entertainment via a wide variety of media, including print, radio, satellite TV, and the Internet (including social media). Growing broadband penetration and falling access costs are fueling this trend. Driven by the need for convenient, fashionable, high-quality products that complement their busy, work-driven lives, Cosmopolitan Professionals spend money on things that reinforce their professional image: businesscasual clothes (often purchased abroad), hair care products and footwear. Cosmopolitan Professionals, often doing well in their careers, support poorer family members through cash remittances and occasional purchases.
Cosmopolitan Professional Profile Abuya is a 35-year-old married woman in Kenya with a degree in economics from the University of Nairobi. She works as a financial controller for a multi-national corporation. Abuya and her husband recently moved into a new apartment and have bought several new household goods, including a vacuum cleaner, a refrigerator and a television. When dining out for business or leisure, she might have an Amarula (a liqueur) over ice and check Facebook on her mobile phone while she waits for her colleagues or friends.