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
Brand awareness is the extent to which your target audience recognizes and recalls your brand, which plays a pivotal role in determining your business's success. It's not just about having a recognizable logo or catchy tagline; it's about creating a deep and lasting connection with your customers.
Target Group For The Report
This report focuses on people from ages 18-55, male and female, with social economical classification of ABC1. This report is based on top of the mind awareness or TOMA- which is the first mention.
Brand Awareness-Male
Data source: Nairagraph 2021
Apple devices seem to have the highest TOMA and closely followed by Infinix. Apple devices are seen as premium and luxury items and heavily “desired” among our TG.
Brand Awareness-Female
Data source: Nairagraph 2021
Brand awareness is dwarfed by Apple in the female category. This is a reflection of the perception and premium the females in the country placed on Apple devices.
Brand Preference-Male
Data source: Nairagraph 2021
Apple is the most preferred brand among our target audience. and strongly followed by Infinix. 35% of our target audience preferred to have apple device(s).
Brand Preference-Female
Data source: Nairagraph 2021
iPhone is heavily perceived as a luxury property, and it creates a sense of competition, especially among the youths. This is further compounded among the female audience, majorly gen zs and students.
Reasons For Brand Preference-Male
Data source: Nairagraph 2021
The drivers of preference among our audience vary from demographics to demographics. The male audience are more concerned about quality and battery life of the device.
Reasons For Brand Preference-Female
Data source: Nairagraph 2021
For the female audience, quality and popularity are the leading cause of preference. The female audience in Nigeria are more prone to the psychology of social proves in purchasing mobile phones.
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