Advertising and Youth Purchasing Power for Modern Technology Gadgets in Uganda

This study explores the role of advertising on the purchasing power of youth for modern technology gadgets such as smartphones, tablets, headsets and trendy laptops in Uganda. Focusing on the three urban districts that largely dominate the purchase and use of modern technology gadgets in the country, Kampala Capital City, Wakiso and Mukono, this study assesses how advertising influences youth’s decisions to purchase modern technology gadgets such as smartphones/iphones, laptops, ipads/tablets, earbuds and smart watches.  Through a survey of 435 youth, 30 in-depth interviews and 3 focus group discussions, the study highlights the relationship between advertising and youth purchasing power for modern technology gadgets. With the increasing use and influence of digital media erasing traditional advertisement, the role of advertising in significantly shaping the purchasing decisions of youth when it comes to tech gadgets. This has thus, gained significant attention among technology companies globally and specifically in cities and promising urban centers in Uganda. A youth is defined as an individual who is between the age of 18 – 35 who constitute a very large and increasing market for modern and trendy technology gadgets in Uganda.  The analysis and findings of the study highlight that much as advertising absolutely significantly influenced the purchasing powers of youth in Uganda, affordability, peer recommendation and social media influence were also crucial moderating factors in shaping their purchasing behaviors towards modern technology gadgets.