An updated overview of the Nigerian digital landscape. Info covered: Internet Access stats Device stats Traffic stats Search Info Social Media data

1. THE NIGERIAN DIGITAL LANDSCAPE
February 2012

2. Flow
› Internet Access stats
› Device stats
› Traffic stats
› Search Info
› Social Media

3. INTERNET ACCESS STATS

4. NUMBER OF NIGERIANS ACCESSING THE INTERNET
45,000,000
40,000,000
35,000,000
30,000,000
25,000,000
43,982,200
20,000,000
15,000,000
10,000,000
10,000,000
5,000,000
200,000
0
2000 2008 2010
IN 2000, NIGERIA HAD JUST OVER 200,000 INTERNET USERS
IN 2008, THE NUMBER HAD GONE UP TO 10 MILLION
BY 2010, THE NUMBER WAS 43,982,200

6. Desktop vs. Mobile Penetration
Mobile Internet penetration is higher than Desktop.
SOURCE: STATCOUNTER.COM

7. Mobile Data
Operator Jan '11
Mobile (GSM) 109,822,964
Mobile (CDMA) 12,687,645
Fixed Wired/Wireless 2,290,409
Connected Lines Total 124,801,018 60%
Mobile (GSM) 90,566,238 penetration
Mobile (CDMA) 4,601,070
Fixed Wired/Wireless 719,406
Active Lines Total 95,886,714
Mobile (GSM) 147,004,674
Mobile (CDMA) 17,232,725
Fixed Wired/Wireless 9,394,042
Installed Capacity Total 173,631,441
1Teledensity 68.49

8. DEVICE STATS

9. Top 5 Browsers
SOURCE: STATCOUNTER.COM

10. Top 10 Mobile Vendors in Nigeria
SOURCE: STATCOUNTER.COM

11. Mobile Browser
SOURCE: STATCOUNTER.COM

12. Internet access via mobile*
This data is taken from one mobile Ad Network. The assumption is that it is reflective of the overall market.
* SOURCE: InMobi Network

13. Mot popular handsets for accessing
internet*
1 2 3
Nokia C1-01: price - N7,600 Nokia 3110c: price – N14,200 Nokia X2 – 02:
price - N15,000
4 5
Nokia 2600c: price – N8,500 Nokia 2626: price – N7,500 * SOURCE: InMobi Network

14. TRAFFIC STATS

15. Top sites from Nigeria
Ranking websites Ranking websites
1. Facebook 11. Nairaland
2. Google Nigeria 12. Mywebsearch.com
3. Google 13. Jobberman
4. Yahoo 14. Blogger.com
5. YouTube 15. Windows Live
6. Blogspot.com 16. GTBank
7. Vanguard 17. Babylon
8. Twitter 18. Punch
9. Wikipedia 19. Vconnect
10. LinkedIn 20. Goal.com
SOURCE: ALEXA.COM

16. DATA/ RESEARCH ON WHAT NIGERIANS ARE
DOING ONLINE IS NOT CURRENTLY AVAILABLE.
HOWEVER BASED ON THE SIMILARITIES
BETWEEN THE TOP SITES FROM NIGERIA
COMPARED TO OTHER COUNTRIES, WE CAN
ASSUME THAT USAGE HABITS IN NIGERIA WILL
BE SIMILAR TO THOSE IN OTHER COUNTRIES.

17. How does that compare with other
countries?
NIGERIA UK USA India
1 Facebook Google UK Google Google India
2 Google Nigeria Facebook Facebook Google
3 Google Google YouTube Facebook
4 Yahoo YouTube Yahoo! YouTube
5 YouTube BBC Online Amazon.com Yahoo!
6 Blogspot eBay UK Wikipedia Blogspot.in
7 Vanguard Yahoo! eBay Wikipedia
8 Twitter Wikipedia Twitter LinkedIn
9 Wikipedia Windows Live Craigslist.org Google User Content
10 LinkedIn Amazon.co.uk LinkedIn India Times

18. SEARCH INFO

19. Top Search Engines in Nigeria

20. Top Mobile Search Engines in Nigeria

21. Top Google Searches from Nigeria (2011)

22. SOCIAL MEDIA

24. Facebook stats (Nigeria)

25. Top Ten Nigerian Brands (Feb ‘12)
FACEBOOK
BRANDS NO OF LIKES
1 MTN NIGERIA 480,337
2 BEAT FM 367,848
3 VANGUARD 233,517
4 COOL FM 218,458
5 GT BANK 233,517
6 DAILY TRUST 150,620
7 ALWAYS 133,193
8 SPRITE 100,443
9 MTV BASE NIGERIA 97,462
10 STAR NIGERIA 95,959
• Rating is based on the number of ‘Likes’ a brand has.
• We have looked solely at the official Nigerian page of the brands.
• The figures we have here are correct as of the date we checked the page!

27. How Africa Tweets*
› South Africa is the continent’s most active
country by volume of geo-located Tweets
(5,030,226 during Q4 2011); next most active is
Kenya (2,476,800). Nigeria (1,646,212), Egypt
(1,214,062) and Morocco (745,620) make up the
remainder of the top five most active countries.
› 57% of Tweets from Africa are sent from mobile
devices.
› 60% of Africa’s most active Tweeters are aged
20-29.
› Twitter in Africa is widely used for social
conversation, with 81% of those polled saying
that they mainly used it for communicating with
friends.
› Twitter is becoming an important source of
information in Africa. 68% of those polled said
that they use Twitter to monitor news. 22% use
it to search for employment opportunities.
SOURCE: PORTLAND COMMUNICATIONS

28. Top Ten Nigerian Brands (Feb ‘12)
TWITTER
BRANDS NO OF FOLLOWERS
1 MTN 115,025
2 CHANNELS TV 75,168
VANGUARD NEWS
3 PAPER 70,339
4 BEAT FM 54,908
5 SAHARA REPORTERS 51,897
6 PUNCH 51,852
7 BELLANAIJA 30,744
8 COOL FM 26,311
9 THISDAY LIVE 26,254
10 GUARDIAN 25,146
• Rating is based on the number of ‘Followers’ a brand has.
• We have looked solely at the official Nigerian page of the brands.
• The figures we have here are correct as of the date we checked the page!

29. Playhouse Communication Ltd is a digital agency based
in Lagos, Nigeria.
We offer a range of services from research & strategy through to
creative, media and social media development & management.
To find out more:
Web : www.playhousecomm.com
Facebook: www.facebook.com/playhousecomm
Twitter: www.twitter.com/playhousecomm
Email: info@playhousecomm.com