This report summarizes the findings of a survey conducted among private primary school students in Nigeria to understand their thinking and predict future behaviors. The anonymous survey covered topics like computer usage, e-commerce awareness, transportation to/from school, views on culture, religion, careers and politics. Key findings show most students use computers for games and streaming, are aware of major e-commerce brands, hold progressive views on equality and have aspirations for their future careers and lives.

1. A Preliminary Report – July 2016
Metrics Nigeria
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2. Metrics Nigeria
This report presents the findings from a research carried out amongst private primary school
Pupils across selected locations in Nigeria.
The objective of the report is to provide more insights into the thinking of children who attend
these private schools and gain understandings that may be useful in predicting future
behavioural patterns and characters.
For the purpose of confidentiality we have not included the names of the schools and the
names of the children that took part in the research process.
The results of the research represent the complete opinions and views of the children that took
part in the research survey. There was no external interference from teachers or guardians.
We hope you find the results of the survey as interesting and insightful as we did.
Chiwueze Ihebuzor
Founder
ASK THE KIDS | PAGE 1

3. Content
45%
15% 15%
10% 10%
5%
10 Year
olds
7 Years
olds
8 Year
olds
6 Year
olds
9 Year
olds
13 year
ods
Age Distribution
50%
23%
14%
9%
4%
Level of Education
Year 5
Year 4
Year 3
Year 2
Year 6
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4. Metrics Nigeria
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5. Content
5%
95%
No
Yes
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INSIGHT
 95% of kids in the (6 – 13)
age bracket in this study
are computer literate

6. Content
37%
29%
23%
4% 4% 4%
Playing
games
Watching
cartoons
Doing my
homework
Going on
facebook
Working on
powerpoint
Watch
videos and
read sport
news
Metrics Nigeria
ASK THE KIDS | PAGE 5
INSIGHT
 Children are mostly
using computers for
playing games and
streaming cartoons
 Interestingly, use of
computer for social
media ranked the lowest
amongst respondents

7. Content
5%
95%
No
Yes
Metrics Nigeria
ASK THE KIDS | PAGE 6
INSIGHT
 The average child has
a basic understanding
of ecommerce
 This finding promises
a long term future for
ecommerce ventures
in Nigeria

8. 14%
9%
77%
I do not know,
maybe they do
No
Yes
Metrics Nigeria
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INSIGHT
 Children’s perception
of ecommerce is
shaped by parents’ and
guardians’ ecommerce
experiences

9. 0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Metrics Nigeria
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INSIGHT
 Good awareness of
ecommerce brands in
Nigeria among
children
 Interestingly, the level
of awareness by
children of ‘Google’ ,
‘Konga’ and ‘Jumia’
are almost identical

10. 45%
41%
9%
5%
My mummy
The driver
My daddy
Mummy and
Daddy
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INSIGHT
 Children are brought to
school most of the
time by their Mums
and Drivers

11. 27%
27%
27%
14%
5%
My daddy
My mummy
The driver
Mummy and
Daddy
school bus
Metrics Nigeria
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INSIGHT
 Even mix of ‘Mum’ ‘ Dad’
and ‘Driver’ with regards
to how kids get picked
after school

12. Content
35%
30%
23%
7% 5%
Travel with my
parents
Play video
games
Go for
lessons/summer
school
I do not know i
will ask my
mummy and
daddy
Visit family in
Nigeria
Metrics Nigeria
ASK THE KIDS | PAGE 11
INSIGHT
 Many children are
getting exposed to a
travelling culture at a
young age

13. Content
5%
9%
86%
I do not know
No
Yes
Metrics Nigeria
ASK THE KIDS | PAGE 12
INSIGHT
 Children are getting
exposed to foreign
cultures at a young
age

14. Content
86%
9%
5%
No - I treat
everybody the
same way
Yes - I treat
them better
Yes - I treat
them worse
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INSIGHT
 For most children, skin
colour and race do not
affect interactions with
people suggesting that
discrimination could be
a function of
socialization

15. 41%
32%
27%
Yes - I treat
them better
No - I treat
everybody the
same way
Yes - I treat
them worse
Metrics Nigeria
ASK THE KIDS | PAGE 14
INSIGHT
 Children already have
interesting views on
gender equality at a
young age

16. 100% Yes
Metrics Nigeria
ASK THE KIDS | PAGE 15
INSIGHT
 Children are aware of
and believe in the
existence of God

17. 45%
23%
14%
9%
4% 5%
I do not know
yet
Engineer
Doctor
Teacher
A business man
Lawyer
Metrics Nigeria
ASK THE KIDS | PAGE 16
INSIGHT
 Majority of kids are not
quite sure of their carrier
paths yet, but quite a
number want to be
Engineers and Doctors

18. 18%
82%
No
Yes
Metrics Nigeria
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INSIGHT
 The average Nigerian
child is aware of politics

19. 41%
32%
27% Mohammed
Buhari
Goodluck
Johnathan
I do not know
Metrics Nigeria
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INSIGHT
 Majority of children
wanted change in the
last election
 This was most likely
influenced by choices
made by their
parents/guardians in
the last election

20. 42%
29%
25%
4%
Both
Happiness
Money
Other (Peace)
Metrics Nigeria
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INSIGHT
 Most children already
have a deep sense of
understanding of money
and happiness

21. 64%
32%
4%
Sometimes
Never
Always
Metrics Nigeria
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INSIGHT
 Bullying and other forms
of distraction by fellow
pupils is present even in
private schools

22. 0% 5% 10% 15%
anything
Eveything
Football stuff
I can not wait to grow up.
i don't know yet
Iphone 6s+
More movies this summer
Nintdendo
To be a great man in future
To be stronger than Captain America
To be the best boy ever!
To be the best son ever
To do more with my life
To eat the best chocolate ever!
to go to heaven and do well in school
To have great muscles
To make my daddy richer
To make my parents proud
Unlimited supply of soccer boots
To go to heaven
Metrics Nigeria
ASK THE KIDS | PAGE 21
INSIGHT
 The average Nigerian
child has a reasonable
grasp on spirituality and
the afterlife

23. About Us: Metrics Nigeria is a company that delivers quantitative analytic services that are
tailored to the needs of businesses. We believe that measurement is a fundamental and
critical aspect of any business, not just from a revenue and return of investment point of view,
but also from a customer and operations stand point. At metrics we aim to deliver tailored
business intelligence services that paint a broader picture of business performance across all
the functional units of an organisation.
Our Mission: To create value for our clients by providing quantitative analytic services.
Our Vision: To become the leading provider of quantitative consultancy services in Nigeria.
Contact us: info@metrics.ng
Website: www.metrics.ng
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