The Living Standard Measures
LSM is a way of segmenting people based on their
access to, and use of a wide range of products and
services
A composite index is derived from a range of
variables (products& services) that sum up the
consumption and affordability status (and hence the
living standard) of an individual.
LSMs are a measure of affluence & development
Research designed and done by The Steadman Group for The Kenya Advertising Research Foundation [KARF] & Association of Practitioners in Advertising
How big is affluence in Kenya?
The survey established that the LSMs are distributed as follows:
30%
25%
20%
15%
10%
5%
0%
Series1
LSM1
LSM2
LSM3
LSM4
LSM5
LSM6
LSM7
LSM8
LSM9
10%
25%
19%
12%
7%
5%
6%
4%
3%
LSM10 LSM11 LSM12 LSM13 LSM14 LSM15 LSM16 LSM17
2%
1%
1%
1%
1%
1%
1%
1%
BASE = 21.1 M TOTAL SAMPLE
Research designed and done by The Steadman Group for The Kenya Advertising Research Foundation [KARF] & Association of Practitioners in Advertising
The living standard measures: by Province
LSM17
LSM16
LSM15
LSM14
North Eastern
Western
Nyanza
Eastern
Rift Valley
Coast
Central
Nairobi
LSM13
LSM12
LSM11
LSM10
LSM9
LSM8
LSM7
LSM6
LSM5
LSM4
LSM3
LSM2
LSM1
Base : Total Sample per
Province
Research designed and done by The Steadman Group for The Kenya Advertising Research Foundation [KARF] & Association of Practitioners in Advertising
The living standard measures: by Rural/Urban
35
30
Rural
Urban
25
20
15
10
5
0
LSM1
LSM2
LSM3
LSM4
LSM5
LSM6
LSM7
LSM8
LSM9
LSM10 LSM11 LSM12 LSM13 LSM14 LSM15 LSM16 LSM17
Base : Total Sample per LSM
Research designed and done by The Steadman Group for The Kenya Advertising Research Foundation [KARF] & Association of Practitioners in Advertising