#NAIJA. Wired for the Future: Decoding the Nigerian Consumer
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TINK Africa was invited by Social Media Week Johannesburg to discuss emerging trends in the Nigerian market. We shared insights on the Nigerian consumer from a cultural perspective by exploring Nigerians' state of existence in relation to behavioral patterns and purchase attitudes over five decades. This session gave agencies and brand custodians a unique perspective for engaging with potential target customers as we decoded these trends, and showed how they could be commercialized. #smwjhb #smwtink #consumer #insights #Nigeria #innovation #culture #emerging #trends #intelligence #TINK #Africa www.tink.bz
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#NAIJA. Wired for the Future: Decoding the Nigerian Consumer
- 2. TINK is a trends research and consumer insights platform, designed to make businesses in Africa respond more effectively to evolving consumer needs, lifestyles, behavior and general cultural phenomenon. We believe in co- creation and collaboration with consumers, and have designed engagement hubs for our clients and agencies to network real-time with their consumers and understand firsthand, how brands play in their world. We are specifically focused on the African market and in growing African brands. Hence, our trends research, analyses, storytelling and visualization techniques are deliberately skewed towards presenting the African consumer’s perspective and point of view.
- 3. What is the future of digital technology, social media and mobile telephony in Nigeria? How do they impact and influence buying patterns and consumer behavior in the region? Has the country completely harnessed these unique technologies at its disposal?
- 4. In our first +1bn SERIES Episode, embarks on a journey; to decode the average Nigerian consumer and uncover certain cultural phenomena surrounding Nigerians of this new age. We curate, investigate and analyze consumer trends, exploring how companies and brands can positively leverage them in furtherance of their business and marketing objectives.
- 6. The average Nigerian is not your regular Joe-on-the- block; she is a unique being with mind, body and soul in tandem; an individual with peculiar characteristics that makes her see beyond the visual and think like there’s no box. Here are a few keywords that define Nigerians.
- 7. FIRST The Nigerian Spirit: The reason we never back down SECOND THIRD FOURTH Chimamanda Adichie; Author, Poet, Feminist
- 8. Nigerians are a resilient people. Regardless of the daunting task ahead of us, we will pull through. Perhaps this explains why individuals like Chimamanda Adichie keep breaking new grounds in the literary world with works such as Purple Hibiscus and the recently released Half of a Yellow Sun, due to her ability to remain composed, adapt appropriately, and forge ahead in the face of challenges and opposition.
- 9. The Nigerian Drive: The reason we take on endeavors that seem impossible to some FIRST SECOND THIRD FOURTH Audu Maikori; Lawyer, Entrepreneur, Social Activist, Poet, Founder-CEO Chocolate City Entertainment
- 10. Individuals such as Audu give us hope and a reason to aspire. They fuel us with the zeal to succeed beyond measures and surmount challenges. A successful lawyer turned business mogul in the music and entertainment industry, Audu’s innate desire to change his environment through music led him to establish Chocolate City Entertainment, a renowned record label in Nigeria that has churned out the likes of M.I. and Ice Prince. You don’t need to wonder any further why his brand influences pop culture in the country.
- 11. “Na We Own” We are a very emotional people. We love FIRST SECOND THIRD FOURTH Nigerian Football Supporters Club
- 12. Nigerians are one of the most passionate people on earth, and this is aptly reflected in the way we talk, laugh, shout and go on about our daily activities with gung-ho. Watching the Nigerian Football Supporters Clubis a case in point. They single-handedly capture the true Nigerian spirit and who we are as a people.
- 13. The Nigerian Heart: Even with all the chaos and conflicts, We still bond within ourselves… One for all. FIRST SECOND THIRD FOURTH Alhaji Aliko Dangote; Business Magnate, Africa’s Richest Man, Owner, Dangote Group
- 14. The name, “Dantata” is a familiar name in Nigeria. the conglomerate started with the rewarding business foresight and acumen of Alhaji AL Hassan Dantata, and with the dynasty continued by the likes of Aliko Dangote(a nephew to the family), Africa’s most richest man, there’s no gainsaying that Nigerians have a very strong attachment to family.
- 15. Today, Nigeria is a complex weave of people, ideas, resources and cross-cultural phenomena with our adoption of different styles and cultures. But it wasn’t always like this. What’s changed over the years in terms of business, education, career and the economy?
- 16. To connect with the Nigerian of today, we need to understand the evolution of the country and its people across the generational divide (from the 60's to the 2000’s).
- 18. Majority of Nigerians in the 60s weren’t bothered about establishing businesses, they had all they needed until the start of the civil war.
- 20. Majority of Nigerians in the 70’s were more focused on getting quality education and chasing rewarding careers.
- 22. The rebellious nature of the people and distrust of the government led to people seeking new endeavors.
- 24. Even though much emphasis still laid on getting good grades and a good job during this era, vocational studies to establish a small manufacturing company was rife.
- 26. Access to digital information via web and mobile exposed people of this era to focus on acquiring digital skills.
- 28. How do you truly connect with the average Nigerian who’s mobile savvy, a dealaholic by all standards, a social passionista who keeps up with the latest trends on various social media networks, and a visionary always on the lookout for the next big thing?
- 29. In today’s digital world, connecting with Nigeria’s rapidly evolving populace requires an understanding of our digital consumption habits. Welcome to the NEW NIGERIA: a place where its people change as fast as the weather, yet as slow as the climate.
- 30. FIRST SECOND THIRD FOURTH FIFTH SIXTH Co-creationandincubationhubsareonthefastrise.Brandssuchas,FastLaunchandCCHubarepioneeringthistrend,creatingspaceswheretechpreneursandsociopreneurscollaboratetosolvethecountry’sgreatestproblems.Nestedinareasaccessibletotheseradicallyskilledindividuals,thesebrandsprovidePre-incubationsupportaimedatassistingearlystagesocialtechnologyventurestobuildthefoundationforsustainableenterprises. Impact:CCHub.comhashelpeddevelopedover50startupbrandideaswithnewbusinessventuresontherisedailywhileFastLaunch.orgwillrevealitsmaidenFounderDesignTeam,25startupsocialenterprisecreators,who’vebeeninathreemonthtrainingprogram,inOctoberthroughitspartnerfinancingoptions.
- 31. FIRST SECOND THIRD FOURTH FIFTH SIXTH Growthofthemobileentrepreneurwhoonlyneedsanoffice-in-a-box(smallofficeorcollaborativeworkstation)toworkfrom.They’vestudiedatschoolslikeOrangeAcademyandLagosBusinessSchool.Today,brandssuchasCapitalSqua.reandEnterpriseCreative.orghaveopenedupfantasticchannelsforidea-drivenindividuals,whohaveanultimategoal:tocreateplatformsthatsolvesthenations’problems,arecurrentlydevelopingproductideas.Providingminiworkstationsandofficespacesforstartupsataminimalfee,theideasindustryisexperiencingamajorboomatthemoment. Impact:StartupbrandssuchasPrintivo.com,Traffix.com,RushHourKiosk.comandMegaheadzonline.comareexamplesofbeneficiariesofcollaborativeworkspaces.Theirideashelpsolvetraffic,printing,designandbranddevelopmentproblems.
- 32. FIRST SECOND THIRD FOURTH FIFTH SIXTH AfroPopandAfroCosmos:EverythingAfrican,fromfashiongear,hairstyle,tattoostoMusicandthemusiciansinfluencingtodays’popspeak-Olamide,Phyno,DBanj,illBliss,Tuface,Davido,9iceandtheirlikes.Nigerianslovetheirownandtheyhavefoundacreativewayofincorporatingthisintoeveryfacetoffashion:fromAnkarapatterneddenimstoAdirecasualjackets,andturningthemintosustainablebusinesses. Impact:Globalbrandsunderstandtheneedtotapintothecultureofacountryand#speaktheirlanguage.BrandssuchasEtisalatandGlobacomusedthistotheiradvantagewhentheylaunchedinthecountry,buildingacultureofNIGERIANESSandusingourcolors,languageandmusic.The#MADEOFBLACKGuinnessglobalcampaignisonthissametrackaswellandisgainingpopularitybackhome.
- 33. FIRST SECOND THIRD FOURTH FIFTH SIXTH OnlineshoppingsitessuchasDealdey.com,Jumia.com,Konga.comandKaymu.comhavegrowninstatureandpopularityinthelastfewyears,mobilemoneyplatformslikeMyPaga.comarebecomingdefactopaymentgatewaysandglobalshoppingstoressuchasShoprite,Game,Spar,ParknShop,Mr.Price(locatedinsupermallsacrossthecountry)arebecomingshoppinghotspotscapturingdifferentaudiencesegments Impact:Themarriageofsocialshoppingandmobileconnectivity.Withvariousonlineshoppingplatformsspringinguptocapturethesavvyshopper,there’samarketforsomeonewhohasastorytotellandsell.DecodingtheaveragesocialshoppertounderstandtheirmentalitywillhelpbrandssurviveandnotgodowntheNigerianfailedbusinessholesuchasWoolworthsdidwhenitventuredintothecountry.
- 34. FIRST SECOND THIRD FOURTH FIFTH SIXTH LifestyleandentertainmenthangoutspotsareontherisewithbrandssuchasRhapsody.com.ng,Bheerhugz.com.ng,Jevinik,LaMangoandotherbars,clubs, restaurantsandloungesprovidingexquisitediningandrelaxingareasandsupportedbybrandssuchasHelloFoods.com(fooddeliveryservice). Impact:Ontheentertainmentside,eventssuchasAfropolitanvibes,RhythmUnplugged,BasketMouthUncensoredamongothershelpprovidebusinessesandrevenueforthebrandownersandforotheronlinerelatedservicessuchasticketsales(Afritickets.com)anddestinationtravelandtoursbrandssuchasWakanow.com
- 35. FIRST SECOND THIRD FOURTH FIFTH SIXTH MobileTelephony;TheadventofSAMSUNG,APPLE,TECNO,INFINIX, BLACKBERRY(thefirsttostartthistrend)SONY,HTCandtheirimpactoncommunication,connectivityandsocialbusinessinNigeriaisphenomenal.Thesebrandshavebeenabletocapturearapidlyevolvingmarket,focusingonvariousaudiencesegmentsandcarvingtheirindividualnichebyconnectingwiththecultureandtrendsoftoday. Impact:Duetohighdemandforthesebrandsandequallyhighdemandfordatausageandmobileinternetconnectivity,Mobileserviceprovidershavehadtoupgradetheirservicetomeetthedemandsoftheconsumers,thuscreatingamassivespilloveraffectasaccesstoinformationanddataon–the-goisnowacommonthing
- 36. Brands are all about emotion –and emotion connects with memory, self-image, hopes, dreams and aspirations. Strong brands appeal to many different senses: sight, touch, smell, taste, sound –either within the brand itself, or in the way it is marketed. Every brand we identify with is an expression of our own identity.
- 37. According to a study, "SocialShop ", shoppers use social media to meet particular needs. If those needs aren't met, brands are likely to see a drop-off in Followers or Fans. The study segmented shoppers according to their needs. To aptly describe the average Nigerian Consumer we have come up with 6 terms that explains the cultural molecules of individuals exhibiting the same buying patters within each molecule. Source: http://leoburnett.com/articles/thinking/socialshop/
- 38. TheFriendlyTrendyisaheavysocialshopperusingsocialmediachannelstobroadcastthelatesttrendsandstayconnectedwithfavoritebrands. FriendlyTrendiesareindulgentandusesocialchannelstoexpressfeelingsandstayrelevantand"in-the-know."AccordingtooneFriendlyTrendy,"ItalkedabouttheAppleLiveeventonTwitterweeksbeforeithappened, becauseitwasuniqueandmademelookin-the-knowamongstmyfriends." Keypoint:ToreachFriendlyTrendies,brandsshouldhelpshoppersdiscover,expressandconnectonemergingandestablishedplatforms– everythingfromFacebooktoInstagram(whichisfastbecomingthemostvisitedsocialplatforminNigeria)toTwitter. FIRST SECOND THIRD FOURTH FIFTH SIXTH
- 44. Besides just decoding the average Nigerian consumer, a deeper understanding of the concept of trends hunting is key to engineering a new train of thought for the consumer. As much as Nigerians have a peculiar consumer behavioral pattern, the new generation are open to change and a reformation
- 45. . Even though brands focus on the low end users, certain brands have been able to capture other segments of the market. They’ve succeeded in focusing on people’s aspirational tendencies and employing the use of celebrity endorsements, product innovation and research to develop new products/services that arrest the attention of a certain market type.
- 46. AscontentqueenAnnHandleyremindsus,there’saparadoxtocontentmarketing:“Yourstoryisnotaboutyou;it’swhatyoudoforothers.” WhenDavido(aPopstarinNigeria)releasedhissmashhit“Skelewu”(whichhasbecomealingoinNigeria),heenlistedtheuseofYouTubetoencouragehisfanstocreatetheirowndancestepsinrelationtothemusic.Safetosay, oneofthedancestepscreatedbyanobviouslyexcitedfanwasusedintheensuingmusicvideotomuchpositiveacclaimfrommusiclovers. www.mavinrecords.com Davido Official Skelewu Video www.youtube.com/watch?v=sqflXTvth3s Guinness’ ‘Udeme” TVC www.udeme.com
- 47. Nigeriaisacountryblessedwithabundantresources(people,naturalresources, foodandculture).Itspeopleareveryparticularabouttheircultureandtraditions, eventhoughtheyadaptandadoptotherculturestocreateauniquehybrid.Brandsthatknowshowtoconnectwiththesightsandsoundsofthesepeculiarpeoplewilldefinitelybeontherise. SouthAfricanmusicgroupsMafikizolo,JoziandMICasadidthistoperfectionwhentheyfeaturedpopularNigerianmusicartistesinsomeoftheirsongsattheheightofSouthAfricanmusicvibesinthecountry,creatingamusicalfusionthatspreadacrosstheregionlikewildfire,gainingacceptanceamongfansofbothcountries.
- 49. Understand where a hundred million personal identities are going, and you have the key to your future brand campaign. Can we really decipher the true Nigerian? Perhaps… Or perhaps not! However, we can channel a new way of thinking and capture a new market segment if we LISTEN, OBSERVE and CREATE.
- 50. Investing in Nigerian trends/culture to connect your brands to these peculiar people will have a long- term benefit. In a country where over 70% are youths under 25 years and will still be a youthful country in the next 25 years-, there's bound to be expansion for any business venturing into the country or perhaps buying into an existing local brand to boost your brand and the economy.
- 51. We are a inter-networked people (Community first) -Habits, trends, behavior is influenced by our neighbors, peers, colleagues. Your brand/business must act as friend first, product second We are a VISUAL people -we are excited by colors, tones, speak, funkiness, otherness, newness Understudy/understand the cultural codes that drive the nation and design products that have love, passion and sensory cues embedded in them
- 52. Develop products & services that solve a problem beyond the functional needs (Nigeria has a multitude of issues that has beset the country -from security, to infrastructure to power etc.) You can commercialize unique cultural codes as Nigeria is one of a kind influenced by passion, language, design and not just needs. The market/consumers are open to change as they want to live the life NOW; they want tomorrow today The country is a youthful country, the market is ripe for building a nation of loyalists, brand advocates and consumer fans
- 53. Globalization is a trend that impacts everyone more and more each day. Advances in technology and modern communications are said to have unleashed new contacts and intercourse among peoples, social movements, transnational corporations, and governments. How much impact will a New Nigeria have on the African continent and the entire World?
- 54. THERE is no shortage of economic growth in Africa. Six of the world’s ten fastest growing economies of the past decade are in sub-Saharan Africa. With Nigeria at the center of development to come over the next 5-10 years, building sustainable businesses in the country will have a positive effect on the African continent in the long run.
- 55. According to Tim Brown, CEO and president of IDEO, the goal of Design Thinking is "matching people’s needs with what is technologically feasible and viable as a business strategy" . With new solution architects rising by the day in Nigeria, the nation is poised to provide solutions to Africa's biggest problems in years to come. This will only happen if investors and VC’s spot opportunities in budding talents and brands that stand for change, using design as their tool.
- 56. It is estimated that by 2015 sub-Saharan Africa will have more people with mobile phone network access than electricity access at home. The rise of cheap smartphones has allowed vast portions of the population -from middle classes in cities to small businesses in rural areas -access to mobile broadband. What this trend portends is that Africa is poised for a rapid growth in digitization across countries. With tons of Nigerian entrepreneurs already employing the use of digital connectivity to solve problems of education, traffic congestion, food delivery among other things, expect the revolution to spread further as we will begin to cross- culturally solve problems, not per city but per country.
- 58. Withmobileeducationande-learningappsorplatformsspringinguponadailybasisinNigeria, thetimehascomeforusasAfricanstointegrateseveralideasintoonebiggerplatformwherestudentshaveaccesstosimplifiedversionsofthetextbooksandhandoutsthey'regiventoread- whicharesometimesboringandcomplex. AplacewhereMathematicscanbedemystifiedinafuncreativeway,wheresciencesubjectsaremorepracticalviavideotutorials.Alearningandresourcecentre,incorporatedwithexistingschoolcurriculum, withthesoleaimofhelpingtoshapethemindsoftheseyoungonessolearningbecomeseasier. Andperhapsseveralstartupuniversities,toserveasabreedinggroundforthenextbigthingandfodderfortheincubationhubstofurtherhonetheskillsandideasofthenextAfricanrevolution.
- 59. Across Africa, an innovation culture is emerging. Nigeria is among the countries in Africa that have the potential of creating a vibrant innovation ecosystem. Students and entrepreneurs have begun tapping science, art, mobile and digital technology to solve social and business problems. We believe that foreign firms and institutions must work with local universities on collaborative research to improve the quality of degree programs and provide much needed tools and resources to co-creation labs such as FastLaunch.org, CcHub.com, CapitalSqua.re, ClubOrangeng.com and Enterprisecreative.org. These are the brands that will shape the next generation of thinkers who will solve Africa’s greatest problems and they need to be invested in now.
- 60. Africa in general and Nigeria in particular, is poised for rapid growth in the coming years. It's high time we start converting research outputs into intellectual property, patents, trademarks, industrial designs and knowledge at the highest level. We will continue to unlock trends and ideas that are worth billions to the discerning African and international businessman, to help drive our economy and build our continent. TINK; Intelligence is Magic. Franklin Ozekhome, Pop Culture Strategist/Chief Storyteller, TINK AFRICA