What makes Nigeria different from every other Africa countries, what makes it unique and why is it the hub for Africa business and development.

1. 2017 Trends

2. The Hausa/Fulani tribe is 50%
of the Nigeria population, it’s the
Northern part of Nigeria
They are majorly Muslims, largely
affected by the Islamic insurgency
72% of people in the North live in
poverty compare to 27% in South &
35% in the Niger Delta
The Igbos are 20% of the
population mostly Christian
The Niger Delta is mostly affected
by militant insurgent & the call for
Biafra State
This is the Eastern part of Nigeria
considered as the most industrious
tribe in Nigeria
The Yorubas are 30%
Christians & 20% Muslims in
the Western part.
Unlike the Igbos who are 20% of
the Nigeria population, the
Yorubas are 30%
The Yoruba ethnic group are the most
educated with Lagos as its centre of
business
About Nig Economy Trends Media Others

3. Nigeria’s recovery in 2017 is
currently premised on luck,
cyclical upturn, rather than hard
work, countercyclical policies or
economic reforms.
Weak commodity prices brought
Nigeria’s growth to a very abrupt
end and inflicted heavy bouts of
devaluation to the naira.
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Naira
falls
Weak
Policies
Nigeria dependence on export
receipts as the sole source of
external financing made the country
more vulnerable than other oil
producing countries
Over
dependency
Thus, Services now supply nearly
2/3 of economic activities,
agriculture supplies 1/5, non-oil
industry supplies 1/10 and oil
supplies 1/20.
More
Industries
The economy is gradually shaping
up with the continuous ease in
FOREX
US$
Drop

4. 39% Nigerians are self-employed, 19% students. Other
are public sector (8%), local companies (5%), family
business (3%), internaLonal firms (1%). 25% said they
are unemployed
Most Nigerians are Self-employed
Wealth means money in the bank
For 52% Nigerians, having savings make them feel
wealthier. Cars, clothing & technology (28%), &
living in the right neighbourhood (16%).
Keeping up with the Joneses
Housing condiLons (95%), buying the latest technology
goods (91%), purchasing new household products/
appliances (88%), a new car (85%) & moving to a beUer
neighbourhood (84%).
Low internet usage
55% use internet for social media,
keeping up to date with current affairs (34%), studying/
educaLon (28%),
shopping (8%) and online banking (6%)
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5. 5
Focused
Providers, 19%
M, 25 – 45yrs, Lower
- Product and service preferences
are based on affordability and
availability
- Low brand involvement and
willing to shiZ brands.
Connected
Achievers, 15%
M, 25 – 45yrs, Upper
- ComparaLvely more affluent
segment. High brand
involvement
- Media consumpLon is
relaLvely high.
Modest Young,
15%
F, 15 – 19yrs, Mid, Lower
- More price sensiLve, gives
priority to branded products.
- Prefers the products on sale/
discount.
Empowered
Individualist, 13%
F, 20 – 24yrs, Lo, Mid, Hi
- Brand conscious & open to
recommendaLons. Pay price
premium for beUer products &
services.
- High media consumpLon.
TradiNonal
ConservaNves, 12%
F, 30 – 45yrs, Lower
- Mostly price sensiLve, not
very open to trying new
brands.
- Media consumpLon is
remarkably low.
Evolving
Conformists, 11%
F, 20 – 45yrs, Upper
- Not very open to trying new
brands. AUracted by sales and
discounts. RecommendaLons
from friends affect brand
choice.
Localized
ConservaNves, 7%
F, 15 – 19yrs, Lower
- Most financially dependent
group. Seeks affordable
products due to price
sensiLvity.
Social
Explorer, 7%
M, 25 – 35yrs, Mid
- Product choice depends on
affordability. High brand
involvement, not very willing
to shiZ brands.
Source: Nielsen
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6. About Nig Economy Trends Media Others
Media inflaLon jumped from
28% to 70% within 2016 & 2017
as a result of increase cost of
doing business in Nigeria
Despite the economic downturn
in 2017, there is an increase in
child birth rate especially in the
Northern part of Nigeria
The currency fluctuaLon affected the
4th largest GSM service provider,
ELsalat. They could not service their
debt thereby losing their business
licence
More Nigerians are switching to
cable TV as the digitalizaLon of
TV increases
Digital media is fast becoming
the most used advert medium
for brands that want to cut
down ads investment
2017 full year adverLsing budget
for all adverLsers in Nigeria is
esLmated at N350B with diaper
category spend valued at N1.7B

7. Thank You © Emmanuel JaiUo-Jeffrey, Aug 2017
jaiUoemmanuel@gmail.com