STATE OF DIGITAL MEDIA       NIGERIA    TERRAGON LIMITED          2013
NIGERIA                       Total Population              Urban          Rural                       167,000,000        ...
POPULATION
CURRENT POPULATION OF NIGERIA                                       167,000,000                                           ...
IF YOU WERE TO SHAKE HANDS WITH EVERY            NIGERIAN FOR ONE SECOND, IT WOULD TAKE              YOU MORE THAN 5 YEARS...
NIGERIA IS 2.3% OF THE WORLD’S POPULATION.                        THIS MEANS…                  …1 PERSON IN EVERY 43 PEOPL...
NIGERIA’S ANNUAL GROWTH RATE IS 2.33%             AND THE POPULATION WILL DOUBLE IN THE                         NEXT 30 YE...
MEDIAN AGE OF NIGERIA’S POPULATION IS                  19YEARS AND 3 MONTHS…                           …AND           …FOR...
ONLY 48.4% OF THE POPULATION LIVE IN                            URBAN AREASSource:www.indexmundi.com
IN 2012, NIGERIA’S GDP PER CAPITA WAS $2600                        HOWEVER,                60.9% LIVE BELOW $1 A DAYSource...
INTERNET
NUMBER OF INTERNET USERS IN NIGERIA:                                                         48,366,179                   ...
NIGERIA HAS THE LARGEST INTERNET               POPULATION IN AFRICA AND IS 11TH IN THE                              WORLDS...
THERE ARE MORE INTERNET USERS IN NIGERIA             THAN THERE ARE PEOPLE IN LIVING IN                         TANZANIASo...
BETWEEN DECEMBER 2011 AND JUNE 2012,                          NIGERIA ADDED                                             3,...
THE AVERAGE NIGERIAN NETIZEN SPENDS NOT             LESS 3 HOURS ON THE INTERNET DAILY.Source:Terragon Insights 2013
67%                         OF NIGERIAN NETIZENS ARE MALESource:Terragon Insights 2013
78% OF THE NIGERIAN NETIZEN ARE BETWEEN                      THE AGES 19 AND 35Source:Terragon Insights 2013
STUDENTS REPRESENT 45% OF THE NIGERIA’S                     INTERNET POPULATIONSource:Terragon Insights 2013
MOBILE INTERNET USERS OUT-NUMBER DESKTOP                             INTERNET HITS                           60.69%       ...
TOP ONLINE ACTIVITES IN NIGERIA                           ONLINE SHOPPING   15%       ENTERTAINMENT (MUSIC, VIDEOS,       ...
Top Google searches in 2012          1. Jamb                      6. Eskimi          2. Mozat                     7. Whitn...
SOCIAL MEDIA
THERE ARE AT LEAST 9 MILLION SOCIAL MEDIA                       USERS IN NIGERIA…Source:Based on data released by 2go and ...
…PUTTING SOCIAL MEDIA PENETRATION                             AROUND 5.4%Source:Based on data released by 2go and data fro...
83%                   OF SOCIAL MEDIA USERS IN NIGERIA ARE                                 ACTIVESource:Terragon Insights,...
NIGERIA’S MOST FREQUENTLY USED SNS           Linkedin             13%         Nairaland                17%         Mobofre...
SOCIAL MEDIA USAGE: SOCIAL VS BUSINESS      Mobofree                  51%                49%                 2go       37%...
FACEBOOK IN NIGERIA       NUMBER OF USERS               5,357,500                                         18-24       LARG...
MOBILE   INTERNET         MARKETING          MONEY
MOBILE SUBSCRIPTION IN NIGERIA:                                            113,195,591Source:Nigerian Communication Commis...
NIGERIA’S TELECOMS INDUSTRY IS THE LARGEST                        IN AFRICASource:International Telecomunication Union
MOBILE PENETRATION IN NIGERIA:                                          69.01%Source:Nigerian Communication Commission, 2012
MOBILE SUBSCRIBERS GREW BY 18% BETWEEN                     2011 AND 2012Source:Based on data from NCC
25% OF MOBILE SUBSCRIBERS USE             SMARTPHONES, 59% USE BASIC FEATURE            PHONES WHILE 16% USE ADVANCE FEATU...
THERE ARE 110 MILLION MOBILE PHONES IN                       NIGERIA                                - Dr. Akinwumi Adeshin...
84% OF URBAN DWELLERS HAVE ACCESS             TO MOBILE PHONES WHILE ONLY 58.5%                   OF RURAL DWELLERS HAVE A...
NIGERIA’S SMARTPHONE INDUSTRY IS WORTH                                                         ₦245BN                     ...
PEAK TIME OF MOBILE INTERNET USAGE:                             LATE EVENINGSSource:Discovermobilelife.com
Over 60% OF MOBILE INTERNET HITS COME                      FROM FEATURE PHONESSource:Gs.statcounter.com
ABOUT 3 BILLION ADVERTISING IMPRESSIONS              ARE SERVED IN NIGERIA EVERY MONTHSource:Twinpine West African Infograph
THAT’S MORE THAN 1140 IMPRESSION EVERY                           SECONDSource:Based on Data from Twinpine West Africa Info...
OVER 50% OF ADVERTISING IMPRESSIONS ARE                  SERVED ON NOKIA DEVICESSource:Based on data from Twinpine Mobile ...
75% OF INTERNET USERS ARE NOT SUBSCRIBED         TO ANY MOBILE MONEY/M-PAYMENT SERVICESource:Terragon Insights 2013
OUT OF THOSE THAT HAVE SUBSCRIBED, 67%                  CLAIM TO HAVE NEVER USED IT.Source:Terragon Insights 2013
ONLINESHOPPING
ONLY 15% OF NIGERIAN NETIZENS HAVE                      BOUGHT SOMETHING ONLINESource:Terragon Insights 2013
78% OF NETIZENS WHO HAVEN’T BOUGHT           ANYTHING HAVE ‘WINDOW SHOPPED’ ONLINESource:Terragon Insights 2013
PRICE IS KING                Primary factor that influences my decision to purchase an item                               ...
TRUST IS A MAJOR ISSUE                                    Why I don’t shop online    Things I need are difficult to find o...
61% OF ONLINE SHOPPERS SAID THEY WOULD         MAKE REPEAT PURCHASES FROM E-COMMERCE                          SITESSource:...
FASHION, ITEMS BOOKS, COMPUTER AND            INTERNET RELATED PRODUCTS AND SERVICES            ARE THE MOST COMMON PURCHA...
IN 2011, ONLINE SHOPPING IN NIGERIA GREW          BY 25% AND WAS VALUED AT 62.4 BILLION                                   ...
…WHICH WAS TWICE KENYA’S GDP IN 2011Source:Based on data from Euromonitor International and World Bank
I.E. 2000 NAIRA WAS SPENT ONLINE EVERY                                 SECOND.Source:Based on data from Euromonition Count...
JUMIA IS THE MOST VISITED ONLINE SHOP IN                            NIGERIASource:Alexa.com
NIGERIAN NETIZEN BETWEEN THE AGES 25-34            YEARS OLD VISIT JUMIA MORE THAN ANY                     OTHER AGE GROUP...
63% OF ONLINE SHOPPERS ARE SATISFIED WITH           PRODUCTS PURCHASED ONLINE, 19% ARE                    SOMEWHAT SATIFIE...
IN GENERAL, 91% OF NIGERIAN NETIZEN LIKE                   THE IDEA OF ONLINE SHOPPINGSource:Terragon Insights 2013
Terragon Limited is a New Media agency. We offer edge-cutting and          innovative services in the new media space in A...
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Nigeria state of digital media

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Terragon Group Limited Q1 research report on the state of Digital Media in Nigeria. Provides Insights and Invaluable Perspectives.

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Nigeria state of digital media

  1. 1. STATE OF DIGITAL MEDIA NIGERIA TERRAGON LIMITED 2013
  2. 2. NIGERIA Total Population Urban Rural 167,000,000 48.4% 51.6% Internet Users Internet Penetration 48,366,179 28.4% Mobile Subscribers Mobile Penetration 113,195,591 69.01%Source:Population: National Population Commission, 2012Internet: Internet world stats, June 2012Mobile Subscribers: NCC, December, 2012
  3. 3. POPULATION
  4. 4. CURRENT POPULATION OF NIGERIA 167,000,000 - NPC 2012Source:National Population Commission, 2012
  5. 5. IF YOU WERE TO SHAKE HANDS WITH EVERY NIGERIAN FOR ONE SECOND, IT WOULD TAKE YOU MORE THAN 5 YEARS TO SHAKE THE WHOLE OF NIGERIASource:Based on data from National Population Commission, 2012
  6. 6. NIGERIA IS 2.3% OF THE WORLD’S POPULATION. THIS MEANS… …1 PERSON IN EVERY 43 PEOPLE ON THE PLANET IS A RESIDENT OF NIGERIASource:Based on Data from Tradingconomics.com
  7. 7. NIGERIA’S ANNUAL GROWTH RATE IS 2.33% AND THE POPULATION WILL DOUBLE IN THE NEXT 30 YEARSSource:CIA World Factbook
  8. 8. MEDIAN AGE OF NIGERIA’S POPULATION IS 19YEARS AND 3 MONTHS… …AND …FOR EVERY FEMALE, THERE ARE 1.04 MALESSource:Based on data from CIA World Factbook
  9. 9. ONLY 48.4% OF THE POPULATION LIVE IN URBAN AREASSource:www.indexmundi.com
  10. 10. IN 2012, NIGERIA’S GDP PER CAPITA WAS $2600 HOWEVER, 60.9% LIVE BELOW $1 A DAYSource:World Bank
  11. 11. INTERNET
  12. 12. NUMBER OF INTERNET USERS IN NIGERIA: 48,366,179 INTERNET PENETRATION IN NIGERIA: 28.4%Source:Internet world stats, June 2012Penetration rate is the percentage of active phone users for a given population
  13. 13. NIGERIA HAS THE LARGEST INTERNET POPULATION IN AFRICA AND IS 11TH IN THE WORLDSource:Internet world stats, June 2012
  14. 14. THERE ARE MORE INTERNET USERS IN NIGERIA THAN THERE ARE PEOPLE IN LIVING IN TANZANIASource:Based on data from Internet world stats, and the Tanzania 2012 population census
  15. 15. BETWEEN DECEMBER 2011 AND JUNE 2012, NIGERIA ADDED 3,326,468 NEW INTERNET USERS…Source:Based on data from Internet world stats
  16. 16. THE AVERAGE NIGERIAN NETIZEN SPENDS NOT LESS 3 HOURS ON THE INTERNET DAILY.Source:Terragon Insights 2013
  17. 17. 67% OF NIGERIAN NETIZENS ARE MALESource:Terragon Insights 2013
  18. 18. 78% OF THE NIGERIAN NETIZEN ARE BETWEEN THE AGES 19 AND 35Source:Terragon Insights 2013
  19. 19. STUDENTS REPRESENT 45% OF THE NIGERIA’S INTERNET POPULATIONSource:Terragon Insights 2013
  20. 20. MOBILE INTERNET USERS OUT-NUMBER DESKTOP INTERNET HITS 60.69% 30.31% MOBILE BASED INTERNET HITS DESKTOP BASED INTERNET HITSSource:gs.statcounter.com January 2013
  21. 21. TOP ONLINE ACTIVITES IN NIGERIA ONLINE SHOPPING 15% ENTERTAINMENT (MUSIC, VIDEOS, 46% GAMING) DOWNLOADS 45% SOCIAL NETWORKING 72% NEWS AND INFORMATION 78% EMAIL 55% WORK,BUSINESS/STUDIES 48%Source:Terragon Insights 2013
  22. 22. Top Google searches in 2012 1. Jamb 6. Eskimi 2. Mozat 7. Whitney Houston 3. Boko haram 8. Vanguard News 4. Asuu strike 9. NNPC Recruitment 5. Google News 10. FacebookSource:Google Zeitgeist 2012
  23. 23. SOCIAL MEDIA
  24. 24. THERE ARE AT LEAST 9 MILLION SOCIAL MEDIA USERS IN NIGERIA…Source:Based on data released by 2go and data from other social networks
  25. 25. …PUTTING SOCIAL MEDIA PENETRATION AROUND 5.4%Source:Based on data released by 2go and data from National Population Commission, 2012
  26. 26. 83% OF SOCIAL MEDIA USERS IN NIGERIA ARE ACTIVESource:Terragon Insights, 2013
  27. 27. NIGERIA’S MOST FREQUENTLY USED SNS Linkedin 13% Nairaland 17% Mobofree 17% Skype 22% Naij 23% Google+ 42% Eskimi 46% Twitter 57% 2go 77% Facebook 83%Source:Terragon Insights, 2013
  28. 28. SOCIAL MEDIA USAGE: SOCIAL VS BUSINESS Mobofree 51% 49% 2go 37% 63% Naij 55% 45% Eskimi 39% 61% Nairaland 61% 37% BUSINESS Skype 54% 46% SOCIAL Facebook 31% 69% Twitter 37% 63% Linkedin 73% 27% Google+ 57% 43%Source:Terragon Insights, 2013
  29. 29. FACEBOOK IN NIGERIA NUMBER OF USERS 5,357,500 18-24 LARGEST AGE GROUP 1,930,460 USERS MALE FEMALE GENDER DISTRIBUTION 69% 31%Source:Socialbakers.com
  30. 30. MOBILE INTERNET MARKETING MONEY
  31. 31. MOBILE SUBSCRIPTION IN NIGERIA: 113,195,591Source:Nigerian Communication Commission, December 2012
  32. 32. NIGERIA’S TELECOMS INDUSTRY IS THE LARGEST IN AFRICASource:International Telecomunication Union
  33. 33. MOBILE PENETRATION IN NIGERIA: 69.01%Source:Nigerian Communication Commission, 2012
  34. 34. MOBILE SUBSCRIBERS GREW BY 18% BETWEEN 2011 AND 2012Source:Based on data from NCC
  35. 35. 25% OF MOBILE SUBSCRIBERS USE SMARTPHONES, 59% USE BASIC FEATURE PHONES WHILE 16% USE ADVANCE FEATURE PHONESSource:TNS - Navigating growth in Africa
  36. 36. THERE ARE 110 MILLION MOBILE PHONES IN NIGERIA - Dr. Akinwumi Adeshina, Minister of Agriculture and Rural DevelopmentSource:http://www.punchng.com/news/no-plan-to-spend-n60bn-on-farmers-mobile-phones-fg/
  37. 37. 84% OF URBAN DWELLERS HAVE ACCESS TO MOBILE PHONES WHILE ONLY 58.5% OF RURAL DWELLERS HAVE ACCESS TO MOBILE PHONESSource:NBS – General Household Survey, 2011
  38. 38. NIGERIA’S SMARTPHONE INDUSTRY IS WORTH ₦245BN - Business DaySource:http://www.businessdayonline.com/NG/index.php/branding/49638-competition-heats-up-in-nigerias-n245bn-smartphone-market
  39. 39. PEAK TIME OF MOBILE INTERNET USAGE: LATE EVENINGSSource:Discovermobilelife.com
  40. 40. Over 60% OF MOBILE INTERNET HITS COME FROM FEATURE PHONESSource:Gs.statcounter.com
  41. 41. ABOUT 3 BILLION ADVERTISING IMPRESSIONS ARE SERVED IN NIGERIA EVERY MONTHSource:Twinpine West African Infograph
  42. 42. THAT’S MORE THAN 1140 IMPRESSION EVERY SECONDSource:Based on Data from Twinpine West Africa Inforgraph
  43. 43. OVER 50% OF ADVERTISING IMPRESSIONS ARE SERVED ON NOKIA DEVICESSource:Based on data from Twinpine Mobile Advertising
  44. 44. 75% OF INTERNET USERS ARE NOT SUBSCRIBED TO ANY MOBILE MONEY/M-PAYMENT SERVICESource:Terragon Insights 2013
  45. 45. OUT OF THOSE THAT HAVE SUBSCRIBED, 67% CLAIM TO HAVE NEVER USED IT.Source:Terragon Insights 2013
  46. 46. ONLINESHOPPING
  47. 47. ONLY 15% OF NIGERIAN NETIZENS HAVE BOUGHT SOMETHING ONLINESource:Terragon Insights 2013
  48. 48. 78% OF NETIZENS WHO HAVEN’T BOUGHT ANYTHING HAVE ‘WINDOW SHOPPED’ ONLINESource:Terragon Insights 2013
  49. 49. PRICE IS KING Primary factor that influences my decision to purchase an item online Payment method available 14% The unique nature of the item 7% The ease of finding the item 8% The convenience of shopping online 9% Explanation of the item and its features 22% The photo of the item 12% The price 28%Source:Terragon Insights 2013
  50. 50. TRUST IS A MAJOR ISSUE Why I don’t shop online Things I need are difficult to find online 15% I dont do a lot of shopping in general 8% I dont want to submit personal billing 19% information over the internetIf I dont deal with a person, Im afraid my 58% order would get lostSource:Terragon Insights 2013
  51. 51. 61% OF ONLINE SHOPPERS SAID THEY WOULD MAKE REPEAT PURCHASES FROM E-COMMERCE SITESSource:Terragon Insights 2013
  52. 52. FASHION, ITEMS BOOKS, COMPUTER AND INTERNET RELATED PRODUCTS AND SERVICES ARE THE MOST COMMON PURCHASES MADE ONLINESource:Terragon Insights 2013
  53. 53. IN 2011, ONLINE SHOPPING IN NIGERIA GREW BY 25% AND WAS VALUED AT 62.4 BILLION NAIRA.Source:Euromonitior International: Country Report
  54. 54. …WHICH WAS TWICE KENYA’S GDP IN 2011Source:Based on data from Euromonitor International and World Bank
  55. 55. I.E. 2000 NAIRA WAS SPENT ONLINE EVERY SECOND.Source:Based on data from Euromonition Country Report
  56. 56. JUMIA IS THE MOST VISITED ONLINE SHOP IN NIGERIASource:Alexa.com
  57. 57. NIGERIAN NETIZEN BETWEEN THE AGES 25-34 YEARS OLD VISIT JUMIA MORE THAN ANY OTHER AGE GROUPSource:Alexa
  58. 58. 63% OF ONLINE SHOPPERS ARE SATISFIED WITH PRODUCTS PURCHASED ONLINE, 19% ARE SOMEWHAT SATIFIED.Source:Terragon Insights 2013
  59. 59. IN GENERAL, 91% OF NIGERIAN NETIZEN LIKE THE IDEA OF ONLINE SHOPPINGSource:Terragon Insights 2013
  60. 60. Terragon Limited is a New Media agency. We offer edge-cutting and innovative services in the new media space in Africa. We help brands in delivering value to clients by connecting with the emotional elements of a brand in order to create a long lastingrelationship between the brand and customer; using measured, targeted and cost effective media For more information on TERRAGON INSIGHTS 2013, email Eniola on emoronfolu@twinpinenetwork.com If you’d like to chat with us on how we can help you, email info@terragonltd.com or info@twinpinenetwork.com Find out more at: www.terragonltd.com www.twinpinenetwork.com

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