Decoding Millennials In Nigeria

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A briefing on the Nigerian youth market & pop-culture [Abridged version].

Decoding Millennials In Nigeria

  1. 1. franklinozekhome Decoding Millennials In Nigeria Abriefing on the Nigerian youth market & pop-culture
  2. 2. one of the world’s fastest growing mobile communications market © icrossing.com
  3. 3. AGE GRP Population both sexes Population Male Population Female Percent Both Sexes Total (All Ages) 140,765,768 70,108,289 70,657,479 100.0% 0 - 4 21,304,234 10,731,929 10,572,305 15.1% 5 - 9 17,685,859 8,911,126 8,774,733 12.6% 10 - 14 15,518,616 7,822,125 7,696,491 11.0% 15 - 19 13,615,584 6,867,512 6,748,072 9.7% 20 - 24 12,201,811 6,167,626 6,034,185 8.7% 25 - 29 10,284,594 5,235,608 5,048,986 7.3% 30 - 34 8,135,658 4,205,987 3,929,671 5.8% 35 - 39 6,634,150 3,427,358 3,206,792 4.7% 40 - 44 5,488,984 2,814,948 2,674,036 3.9% 45 - 49 4,502,344 2,314,317 2,188,027 3.2% 50 - 54 3,774,988 1,908,069 1,866,919 2.7% 55 - 59 3,216,615 1,604,919 1,611,696 2.3% 60 - 64 2,472,275 1,222,647 1,249,628 1.8% 65 - 69 1,774,303 860,160 914,143 1.3% 70 - 74 1,164,689 554,218 610,471 0.8% 75 - 79 642,574 300,605 341,969 0.5% 80+ 348,490 159,135 189,355 0.2% media age of 18 70% under 30 years © investor-reports.com
  4. 4. Generation Y mobile youths of the new millennium always in search of something more… have more attitude need more motivation from brands require more ownership The ‘Millennials’ the millennials
  5. 5. love brands that enable and empower them
  6. 6. And they want people to take notice! they want to live their lives now! and they want people to take notice Drake Lady Gaga Agbani Darego
  7. 7. and have other desires
  8. 8. identity is it www.felaonbroadway.com
  9. 9. ± has a world view ± progressive & entrepreneurial ± very optimistic ± has a genuine hunger to be part of the global community the average nigerian …a “native of nigeria; citizen of the world” Nigerian Hip-hop superstar D’Banj
  10. 10. exponential growth witnessed in the fashion industry Tyson Beckford walks the runway for ThisDay Arise Magazine Show, at New York Fashion Week/ Model presents creation of Deola Sagoe © Bella Naija.
  11. 11. the nigerian movie industry has grown at a phenomenal rate Nollywood actress Genevieve Nnaji
  12. 12. music consumption is becoming increasingly local …whilst nigerian stars are dominating the international music scene D’Banj Lagbaja
  13. 13. passionate about soccer Nigeria’s Super Eagles
  14. 14. comedians have become brand ambassadors Comedian ‘Basketmouth’
  15. 15. what these all means
  16. 16. 1. ideas rule: stand for something it’s all about making connections Hip-hop's hottest female star Nicki Minaj aka ‘Black Barbie’
  17. 17. 2. the future belongs to the youths trendsetters…not bound by conventions © Getty Images
  18. 18. achievement…inner satisfaction…contentment 3. consumers want to self actualize Model: Oluchi Onweagba Actor: Chiwetel Ejiofor
  19. 19. ± love social networking; being in company of friends, peers and colleagues ± want to achieve more in their lives ± want to share special moments with family and loved ones ± express themselves as they wish lifestyle © Getty Images
  20. 20. insights want a hassle-free simple life and to focus on the things they enjoy ” “ value identity, culture and tradition desire new experiences everyday to feel inspired value freedom + control want to live in a world where dreams come true; optimistic about the future ----------- ----------- ----------- ----------- ----------- ---------- © InstantGrass
  21. 21. Decoding Millennials in Nigeria is a comprehensive 50+ page 2010 Trend Report on the Nigerian youth market & pop-culture. The report comes fully packaged with in-depth market analysis, photos, video links, and refreshing perspectives from the point-of-view of mobile youths in Nigeria. Formore info about customized trend reports , contact franklinozekhome@gmail.com. Decoding Millennials in Nigeria I franklinozekhome@me.com I +1 347.283.0951 Facebook + Twitter I @donniefranklin I +1 646.508.3507 future next?
  22. 22. need inspiration? cool ideas? trend report? new business? digital planning? visual mapping? consumerinsights? franklinozekhome@me.com
  23. 23. insidethe mind of a m/ad man franklinozekhome is a strategic planner, trendspotter, and a student of culture and brands. A leading authority + keynote speaker on youth marketing, digital trends, and Nigerian marketnomics, he was recently nominated by The Future Awards as “2010 Business Professional of the Year.” Ozekhome previously held senior planning roles at InsightGrey and McCann Erickson, and has spent over a decade advising leading companies and brands like Visa, Samsung, Total, PepsiCo, Heineken, BritishAmerican Tobacco, MTN, Access Bank, GSK and Emirates Airline. He is the Founder + Chief StoryTelling Officer of Identiture®, a New York based strategic planning consultancy. Followhis rants, raves and tantrums onTwitter @Donniefranklin. www.franklinozekhome.com ™
  24. 24. franklinozekhome say hello © franklinozekhome™ 2010

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