Intro NGN 39 billion was spend in the telecom sector in 2021-2022 for various marketing communication Overview of Telecom Spend in Nigeria. Telecom industry is one of the highest spender in marketing communications in Nigeria. The industry leveraged on top programs across all media touchpoints to sustain presence and drive engagement. Brands in the sector compete for spots in top programs like football, reality shows and other highly engaging events to create and sustain brand affinity. 2021-2022 Industry Spend Telecom industry spend 2021-2022 The chart above shows the monthly industry spend by telecom brands in Nigeria (top brands). NGN 19.8B was expended in 2021 into various marketing communication initiatives across TV, radio, outdoor, and press touchpoin...
Introduction
In recent years, Nigeria has witnessed a transformative surge in digital consumption, reshaping the way its citizens interact, communicate, and access information. The widespread adoption of smartphones, increased internet penetration, and the emergence of innovative digital platforms have collectively fueled this digital revolution, propelling Nigeria towards a more interconnected and technologically empowered future.
The Rise of Smartphone Penetration
One of the cornerstones of Nigeria's digital consumption growth is the widespread adoption of smartphones. The easy availability of budget-friendly smartphones has democratized access to technology, enabling even those in remote areas to join the digital bandwagon.
Expanding Internet Infrastructure
A key
enabler of Nigeria's digital transformation is the steady expansion of internet
infrastructure. Over the past decade, the country has made significant strides
in improving internet connectivity
Target Group For The Report
This report focuses on people from ages 18-55, male and female, with social economical classification of ABC1.
Frequency of Digital Consumption
This report
shows that Nigerians have high affinity for the internet. 39% of our male
audience access the internet more than once a day. While 37% of the female use
the internet more than once a day. 20% and 21% of both male and female agreed
to use the internet once a day.
What Time Are They Active Online?
Nigerians are
most active online between 6pm and 9pm. This is the best time to reach majority
of Nigerians on the internet. Digital consumption is also high during working
hours as many people access the internet in their respective offices.
Major Activities Online: Male
Social networking is the major activity that the male audience engage in. The also spend significant time on the internet getting news and other events. Downloading games, sports are some of the top activities that resonate with them online.
Major Activities Online: Female
Like the male audience, social media is the major interest driver for internet consumption in Nigeria.
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