South Africa, Aug. 12 -- What moves people, across Africa, to make a purchase? The motives behind a shopper's decisions can be as complex as the modern consumer journey.

New research from Ipsos and Google helps demystify this complex landscape as it unveils significant new insights into the shopping priorities of consumers in Africa. It reveals how purchasing is connected to perceived social status, and how consumers factor in their personal values when shopping.

Let's dive deeper into these insights and what they mean for marketers on the continent.

Shoppers buy products and experiences based on what will attract attention to their social media feed

Many shoppers in Africa value social status. This is reflected in their purchasing de...