2016 was a rollercoaster, here in Nigeria, through the continent of Africa and beyond. A lot changed around the globe and even more here in Nigeria, from economic instability, inflation and spiral fall of the Naira to the dollar; rise of mompreneurs, transformation of social platforms to transmedia vehicles; growth of feminist movements, the participation of government in art and technology; the launch of fashion food fairs, Afropolitan street carnivals and the fusion of art, music and fashion exhibitions. Here are some moments that defined 2016, the Nigerian Consumer, and indeed, set the pace and patterns for trend codes in 2017.

1. 2017:
YEAR OF THE
CONSUMER

3. 2016 was a rollercoaster, here in Nigeria, through Africa and round
the globe. A lot changed round the globe and even more here in
Nigeria, from economic instability, inflation and spiral fall of the
naira to the dollar; rise of mompreneurs, transformation of social
platforms to transmedia vehicles; growth of feminist movements,
participation of government in art and technology; launch of
fashion food fairs, Afropolitan street carnivals and the fusion of art,
music and fashion exhibitions.
Here are some moments that defined 2016, the Nigerian
Consumer, and indeed, set the pace and patterns for trend codes
in 2017.
Consumer Trends Report // TINK Africa 2017 © tinkafrica.ng

4. #TREND 1
Birth of a New Sound: ‘Afropop’
Nigerian Musician, Temi Dollface

5. In 2016, Afropop took over the Nigerian Music Industry. A new vibe
was infused into the the Nigerian Music sound; new faces like Simi,
Temi Dollface, Falana, Falz, Mr. Eazi, Bez, Ric Hassani, Adekunle
Gold, Johnny Drille (Be sure to google them) played major roles in
this.
This led to worldwide acclaim and signs to international labels for
the likes of Tiwa Savage who got signed to Roc Nation; Davido,
Wizkid, Tekno and Ycee to Sony Music Entertainment. Also this new
world appeal earned Wizkid and Kash-lo a well deserved Grammy
nomination. In all, we can assertively say this new sound moved
the African Music industry from a place of comfort to challenging
frontiers, changing the sound of music and making strong ties with
African lineage as well as contemporary style of music.

6. #TREND 2
Fashion Beyond Fabrics
Fashion illustration of contemporary women

7. In 2016, we noticed a growing trend in the fashion industry, new
fusion of technology in fashion processes
“Fashion met tech”; there was a synergy formed between fashion
and technology with the rise of DIY self-sewing applications that
allows people to design their own clothes from start to finish. Also,
middlemen platforms like Style Concierge were established.

8. #TREND 3
Culture & Lifestyle Shock: Switch to the Spotlight
South African Dancers on stage during a performance

9. Natural hair became a trend. Dedicated black hair online
shopping platforms like oriki.com and natural hair salons like Yellow
Sisi were established. ‘Hair’ in 2016 became a tool of power, as
South-African students fought to wear their hair.
Black people stepped into a realm of their own, achieving
amazing feats from white house appointments (Bayo Ogunlesi,
Economic Advisory Team), to the #blacklivesmatter movement
gaining much needed momentum addressing blatant injustice by
the police and constantly raising issues of America’s deep rooted
racism.
Organizations like She Leads Africa and Women in tech, Africa
played major roles in advancing the cause of women in Nigeria.
Read more at www.sheleadsafrica.org // #womenintech
#EatDrinkLagos

10. #TREND 4
Drone Power
Drone in motion
2016 saw drones take a shift from just media coverage to
becoming social tools aiding medicine and pharmaceutical
industries. 2016 leveraged more on the increasing possibilities of

11. drones in security, business, media & communication and
medicine delivery drugs, blood samples and lots more.
Africa woke into this trend as Kenya, Rwanda moved in the use of
drones in drug and vital blood supplies. Also, laws sprung up
around the African continent regulating drone use while keeping
citizens protected. We are beginning to think there is no limit to
drone power.

12. #TREND5
Mobile Friendly Businesses
Illustration of a mobile friendly platform

13. 2016 saw more internet penetration across the global, even down
to Africa. Businesses went more online, seeing as consumers spent
more time online via their mobile phones, businesses started
moving in the mobile direction with easy to use, mobile friendly
interfaces. Services like taxi hailing, hotel reservation, food order
etc took full advantage of this development.
New possibilities are opening up for businesses using new
technologies in mobile interfaces ad 2017 is already looking more
promising.

14. #TREND 6
Art took life
2016 was good to fine and applied arts in Nigeria. Nigerian artists,
home and abroad received notable recognition for their works.
Notable 2016 feats by Nigerian artists in Nigeria and abroad
relating to arts were mostly in contemporary arts

15. l
Njideka Akunyili Crosby poses with her paper art work
 Njideka Akunyili Crosby, late Dora Akunyili’s daughter was
awarded the 2016 Canson Prize for ‘Art on Paper’ and her 2014
work ‘Drown’ sold for a whooping sum of $1,092,500 at
Sotheby’s New York Contemporary Art sale.

16.  Laolu Senbanjo, a Nigerian born artist living in Brooklyn, USA took
Yoruba Body mark art to the international scene. In art
collaboration with top sports brand Nike and American singer
Beyonce, he put the Nigerian art scene on the global map
Read more at www.laolu.nyc

17. #TREND 7
Naija Tech Flew High
Through the last decade, many Nigerian Tech Startups have
sprouted, proffering new solutions to old, indigenous Nigerian
problems. A Nigerian fintech startup Paystack, got listed on
Ycomibinator, following some good funding, this opened the door
for other Nigerian Startups. Light shone into the Nigerian Tech
Scene as Mark Zuckerberg’s visit endorsed the nation as a growing
tech giant in Africa. In the same vein, the Nigerian government
launched “The Aso Villa Demo Day” an initiative set aside to
encourage local technology startups giving solutions to indigenous
problem. Also Techosphere grew beyond Yaba, Lagos and
environs and new incubator hubs opened up in Abuja, Uyo and
other parts of the Nigeria. Tech activities were experienced across
the West, South, North and East of the country. Read more at www.techcabal.com
// www.avdd.gov.ng

18. Founder of facebook, Mark Zuckerberg in Nigeria

19. #TREND 8
Government x New Media
Technology played a key role in governance in 2016. Globally and
locally, social media enhanced citizens-government relationship.
Simply put, communication went New Media, from Jibril’s whistle
blowing on twitter to the visible activities of the @nassnigeria,
@DigiCommsNG and over to our dear @officialefcc, Nigerians
were engaged on twitter and beyond on government dealings
President Muhammadu Buhari shakes Mark Zuckerberg at the Aso Villa Demo Day

20. #TREND 9
Political Awareness
With active education, awareness and advocacy by bodies like
BudgIT, Bring Back Our Girls Group, Enough is Enough Nigeria,
Nigerians gained awareness on Political issues bordering security,
justice, accountability and transparency even more in pushing the
#OpenNass Agenda. Read more #OpenNass // #BBOG

21. The BBOG Group in a silent protest

22. #TREND 10
End of an Era
Lastly, 2016 saw the possible fall of what was arguably Africa’s
strongest Political party – PDP. The People’s Democratic Party,
Nigeria’s current opposition party fought through 2016 to live up to
the role of an opposition party, the party divided farther apart
while struggling with the role. One shocking political moment last
year was the running of two parallel party conventions, both
taking place on the same day, headed by two different leaders.

23. HELLO 2017
Here are 5 Mega Trends that we are tracking in 2017.
• AfroCosmos: The fusion of afrocentric themes contextualized
with global trends
• Connected Living: e.g. smart cities, IOT, social services, hyper-
connected world
• Digital Disruption: Digital services and technologies that are
giving brands an opportunity to transform delivery of services
• Futuretainment: Future of sound, sports, space-age music,

24. social gaming, screens and pop culture phenomenon
• Wired for the Future: Future of work, youth platforms for
empowerment, innovative startups, collaborative communities,
local citizens
However, there have been some consistent themes that foresaw a
change in consumer behavior; rate of adoption and usage of
digital platforms to connect, engage and share; and co-creation
of products, programs and experiences by consumers and brands.

25. #TREND 1
Womeneuvre
Women in Africa may not win the equality war in 2017 but more
and more successes will be recorded, especially with regards to
women rights. With more and more access to information, 2017 will
meet more push for women in power, health and education.
Follow up on sheleadsafrica.org

26. #TREND 2
Techxplosion
2016 set a great pace for the Nigerian Tech Ecosystem, in 2017,
there are predictions of more breakthroughs with more
government attention and collaborations, new startups, new
solutions beyond the usual and lots more. With promises of

27. expansion within the tech ecosystem, a possibility of drop in data
cost looms; we may finally see workable streaming technology for
African Music and movies. In 2017, Africa might perhaps
experience a colossal Techxplosion. www.techcabal.com //
techpoint.ng

28. #Trend 3
Art Fusion
The Invisible Men by #ZakOve
Art in 2017 will go beyond the usual, with a growing love for
photography and contemporary arts; we foresee new art names
exploring these fields. A healthy collaborative spirit with the

29. government and private sector brands will mostly flourish the field.
ReLe Gallery run Adenrele Sonariwo is a great place to start

30. #TREND 4
New Wave of Sound
A headset

31. With technological advancement at the helm of every industry,
the future of music lies in streaming; the bidding war between
telecommunication giants as Airtel, Glo, and MTN which have let
to reduction in data rates and prices will also further aid the
growth of streaming via platforms like Cloud 9, Spinlet and MTN
Music Plus+ read more on www.spinlet.com //
www.cloud9.com.ng

32. #TREND 5
Fashion meets Tech
LED umbrella

33. Wearable technology has begun immense integration into our
everyday lives. Fashionable Fitbits, LED sole shoes, battery
powered fashion accessories, we saw them last year, more
definitely are to come this year. On many occasions Nigerians
have been tagged as hardworking, we would much rather take
the faster route out of everything. Right now, we sure can’t even
imagine a time before delivery services. If one asks whether we
would jump on the wearable technology train; we’d probably say,
“Yes” without asking a lot of questions.

34. #TREND 6
Consumer is King
Consumer’s Insight Inforgraph; www.ie.edu

35. Brands have to quickly learn to bring consumers into the picture of
their business development. Based on popular research, people
are constantly looking for environments that offer varied and non-
common services, so we are looking forward to seeing a space of
productive platforms that allows cultures (practices, talents, work
ethics) be cultivated while offering hospitality and services to aid
such practices.

36. #TREND 7
Virtual reality? Game on!
Virtual reality in gaming
For the future of gaming, we have our eye out on VR, VIRTUAL
REALITY, and mobile gaming, especially with the high level of
expectations built around virtual reality we can only hope mobile

37. technology and telecom companies live up to it or lose their
potential consumers forever.
Download the complete Trends report at tinkafrica.ng
TINK Africa is an insights platform that allows marketers and advertising agencies connect
with consumer trends, disruptive innovations and emergent pop cultural phenomena in Africa.