A long, stressful day
It’s 7:25 pm on a typical weekday. You’re finally home after navigating Lagos traffic and getting through a long day at work. What does the rest of your evening usually look like? Head to the kitchen to clean up and start preparing dinner? Order food online and watch Netflix? Microwave a pre-prepared meal?
How about weekends? Are the first few hours of your Saturday mornings spent doing laundry and cleaning your home? Or do you pay someone else to do all of that?
Chores are an integral part of our lives, often influencing our productivity and efficiency at work as well as the quality of our relationships with others. Naturally, people are always looking for ways to reduce how much time is spent running errands or doing chores so they can have more time for work or leisure. Technology (particularly the internet in recent times) has helped in making chores easier and faster but these innovations often clash with factors like financial standing and cultural views about how chores should be done.
We spoke to Nigerians about how they get their chores done and you’re going to love the answers we got. Beyond just being interesting, you’ll get important economic insights into how people spend their money to get chores done and possible inroads into the personal care industry. Let’s get to it, shall we?
“I like doing chores” Really?
One would imagine that very few people would be actively interested in doing chores or running errands because we all hate them right? Apparently, our respondents do not toe this line.
More than half of our respondents either agreed, strongly agreed or were indifferent to the statement “I enjoy running errands”.
We took a closer look by asking if they had ever paid to get their chores done, 64% of those we spoke to had never outsourced their chores.
Furthermore, our respondents showed a high level of awareness about living a healthy life. 81% either agreed or strongly agreed with the statement “I lead a very healthy lifestyle by eating well and exercising regularly”.
How does the desire for leading a healthy lifestyle influence the way various chores are done? We explored how our respondents run different errands and these are our findings:
If the average person has to eat roughly 3 times a day, 7 days a week, it means feeding (either by cooking your own meals or buying them) takes up a significant amount of time. We were curious about how Nigerians approached this particular chore, so we asked, and here’s what we were told.
63% of the people we spoke to preferred making their own meals over any other option. The next most popular option was having someone else make the meals while another 9% seemed to prefer home-cooked meals but have to try other options due to time constraints. A tiny percentage either didn’t like cooking or would rather order already cooked meals.
How does this preference for home-cooked meals affect the frequency of preparing food in our respondents’ homes? A lot obviously. An overwhelming 81% of the people we spoke to prepare meals in their homes every day of the week.
We were curious about who was doing all of that cooking and we found the interesting effect of family and community. For 55% of the people we spoke to, most of their cooking was done either by parents, siblings, children, spouses or a roommate. Only 38% said they did their cooking fully by themselves while a tiny 3% either hired a chef or a house help.
Given the obvious preference for home-cooked meals, we tried to see how many of our respondents were willing to pay someone to do their cooking. 41% outrightly rejected the idea either because they felt they don’t need it, they do not like the idea, or would not trust anyone else with making their food. The others would consider hiring someone to do their cooking as long as it satisfied requirements like quality, convenience, and cost-efficiency.
Laundry and cleaning.
After cooking, keeping the home clean and ensuring clothes are neat is the other major chore in the average Nigerian household. Interestingly, these also happen to be the chores our respondents found most difficult to do with laundry topping the most hated chores table and cleaning the following suit
We tried to get an estimate of how much time our respondents spend weekly on laundry and cleaning and it turned out over 70% devote between 1 and 5 hours every week to keeping their homes and clothes clean.
We went on to ask whether they would be willing to hire other people to help with these “difficult” chores. Counter-intuitively, most people said they would rather do their laundry(59%) and cleaning(63%) by themselves.
What’s with not wanting to outsource chores?
A recurring thread we have observed in these responses is that there appears to be a general aversion towards outsourcing chores- even the supposedly disliked ones. We were curious about this and tried to find out why. The most prevalent reasons were quality, cost, and trust, in that order.
Finally, we tried to get a feel for the problems people were looking to solve if they would be outsourcing their chores. The major goals were to save time and reduce stress.
The big picture
It was fun studying this aspect of Nigerians’ lifestyle. What we have learnt is that most of our respondents prefer handling their chores by themselves. However, they would consider paying to get them done provided it’s not too expensive, they can be assured of quality, and they won’t spend forever waiting to get it done.
Eden seems to have cracked this by leveraging the internet to get people’s chores done quickly, efficiently and affordably; they’ve gained traction in a relatively short time. However, at Enlumi, we believe the market is huge and there’s still a lot of value to unlock.
Have any questions, objections, or thoughts about this? Would you love to see the rest of this data and explore it further? You can always start a conversation in the comment section or reach us at email@example.com. We’ve also got an amazing data tracker that gives you instant access to consumer prices and general economic data about various sectors of the Nigerian economy. Be sure to check that out and let us know what you think. Thanks for reading this, we can’t wait to bring you another one!