STATE OF DIGITAL MEDIA NIGERIA TERRAGON LIMITED 2013
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1 STATE OF DIGITAL MEDIA NIGERIA TERRAGON LIMITED 2013
2 Source: Population: National Population Commission, 2012 Internet: Internet world stats, June 2012 Mobile Subscribers: NCC, December, 2012 NIGERIA Total Population Urban Rural 167,000, % 51.6% Internet Users 48,366,179 Internet Penetration 28.4% Mobile Subscribers 113,195,591 Mobile Penetration 69.01%
3 POPULATION
4 Source: National Population Commission, 2012 CURRENT POPULATION OF NIGERIA 167,000,000 - NPC 2012
5 IF YOU WERE TO SHAKE HANDS WITH EVERY NIGERIAN FOR ONE SECOND, IT WOULD TAKE YOU MORE THAN 5 YEARS TO SHAKE THE WHOLE OF NIGERIA Source: Based on data from National Population Commission, 2012
6 NIGERIA IS 2.3% OF THE WORLD S POPULATION. THIS MEANS 1 PERSON IN EVERY 43 PEOPLE ON THE PLANET IS A RESIDENT OF NIGERIA Source: Based on Data from Tradingconomics.com
7 Source: CIA World Factbook NIGERIA S ANNUAL GROWTH RATE IS 2.33% AND THE POPULATION WILL DOUBLE IN THE NEXT 30 YEARS
8 MEDIAN AGE OF NIGERIA S POPULATION IS 19YEARS AND 3 MONTHS AND FOR EVERY FEMALE, THERE ARE 1.04 MALES Source: Based on data from CIA World Factbook
9 Source: ONLY 48.4% OF THE POPULATION LIVE IN URBAN AREAS
10 Source: World Bank IN 2012, NIGERIA S GDP PER CAPITA WAS $2600 HOWEVER, 60.9% LIVE BELOW $1 A DAY
11 INTERNET
12 Source: Internet world stats, June 2012 Penetration rate is the percentage of active phone users for a given population NUMBER OF INTERNET USERS IN NIGERIA: 48,366,179 INTERNET PENETRATION IN NIGERIA: 28.4%
13 NIGERIA HAS THE LARGEST INTERNET POPULATION IN AFRICA AND IS 11TH IN THE WORLD Source: Internet world stats, June 2012
14 THERE ARE MORE INTERNET USERS IN NIGERIA THAN THERE ARE PEOPLE IN LIVING IN TANZANIA Source: Based on data from Internet world stats, and the Tanzania 2012 population census
15 Source: Based on data from Internet world stats BETWEEN DECEMBER 2011 AND JUNE 2012, NIGERIA ADDED 3,326,468 NEW INTERNET USERS
16 THE AVERAGE NIGERIAN NETIZEN SPENDS NOT LESS 3 HOURS ON THE INTERNET DAILY. Source: Terragon Insights 2013
17 Source: Terragon Insights % OF NIGERIAN NETIZENS ARE MALE
18 78% OF THE NIGERIAN NETIZEN ARE BETWEEN THE AGES 19 AND 35 Source: Terragon Insights 2013
19 Source: Terragon Insights 2013 STUDENTS REPRESENT 45% OF THE NIGERIA S INTERNET POPULATION
20 Source: gs.statcounter.com January 2013 MOBILE INTERNET USERS OUT-NUMBER DESKTOP INTERNET HITS 60.69% 30.31% MOBILE BASED INTERNET HITS DESKTOP BASED INTERNET HITS
21 Source: Terragon Insights 2013 TOP ONLINE ACTIVITES IN NIGERIA ONLINE SHOPPING 15% ENTERTAINMENT (MUSIC, VIDEOS, GAMING) DOWNLOADS 46% 45% SOCIAL NETWORKING NEWS AND INFORMATION 72% 78% WORK,BUSINESS/STUDIES 48% 55%
22 Top Google searches in Jamb 6. Eskimi 2. Mozat 7. Whitney Houston 3. Boko haram 8. Vanguard News 4. Asuu strike 9. NNPC Recruitment 5. Google News 10. Facebook Source: Google Zeitgeist 2012
23 SOCIAL MEDIA
24 THERE ARE AT LEAST 9 MILLION SOCIAL MEDIA USERS IN NIGERIA Source: Based on data released by 2go and data from other social networks
25 PUTTING SOCIAL MEDIA PENETRATION AROUND 5.4% Source: Based on data released by 2go and data from National Population Commission, 2012
26 Source: Terragon Insights, % OF SOCIAL MEDIA USERS IN NIGERIA ARE ACTIVE
27 Source: Terragon Insights, 2013 NIGERIA S MOST FREQUENTLY USED SNS Linkedin Nairaland Mobofree Skype Naij Google+ Eskimi Twitter 2go Facebook 13% 17% 17% 22% 23% 42% 46% 57% 77% 83%
28 Source: Terragon Insights, 2013 SOCIAL MEDIA USAGE: SOCIAL VS BUSINESS Mobofree 51% 49% 2go 37% 63% Naij 55% 45% Eskimi 39% 61% Nairaland 61% 37% BUSINESS Skype 54% 46% SOCIAL Facebook 31% 69% Twitter 37% 63% Linkedin 73% 27% Google+ 57% 43%
29 Source: Socialbakers.com FACEBOOK IN NIGERIA NUMBER OF USERS 5,357,500 LARGEST AGE GROUP ,930,460 USERS GENDER DISTRIBUTION MALE FEMALE 69% 31%
30 MOBILE INTERNET MARKETING MONEY
31 Source: Nigerian Communication Commission, December 2012 MOBILE SUBSCRIPTION IN NIGERIA: 113,195,591
32 NIGERIA S TELECOMS INDUSTRY IS THE LARGEST IN AFRICA Source: International Telecomunication Union
33 Source: Nigerian Communication Commission, 2012 MOBILE PENETRATION IN NIGERIA: 69.01%
34 MOBILE SUBSCRIBERS GREW BY 18% BETWEEN 2011 AND 2012 Source: Based on data from NCC
35 Source: TNS - Navigating growth in Africa 25% OF MOBILE SUBSCRIBERS USE SMARTPHONES, 59% USE BASIC FEATURE PHONES WHILE 16% USE ADVANCE FEATURE PHONES
36 THERE ARE 110 MILLION MOBILE PHONES IN NIGERIA - Dr. Akinwumi Adeshina, Minister of Agriculture and Rural Development Source:
37 Source: NBS General Household Survey, % OF URBAN DWELLERS HAVE ACCESS TO MOBILE PHONES WHILE ONLY 58.5% OF RURAL DWELLERS HAVE ACCESS TO MOBILE PHONES
38 NIGERIA S SMARTPHONE INDUSTRY IS WORTH 245BN - Business Day Source:
39 PEAK TIME OF MOBILE INTERNET USAGE: LATE EVENINGS Source: Discovermobilelife.com
40 Source: Gs.statcounter.com Over 60% OF MOBILE INTERNET HITS COME FROM FEATURE PHONES
41 ABOUT 3 BILLION ADVERTISING IMPRESSIONS ARE SERVED IN NIGERIA EVERY MONTH Source: Twinpine West African Infograph
42 THAT S MORE THAN 1140 IMPRESSION EVERY SECOND Source: Based on Data from Twinpine West Africa Inforgraph
43 OVER 50% OF ADVERTISING IMPRESSIONS ARE SERVED ON NOKIA DEVICES Source: Based on data from Twinpine Mobile Advertising
44 75% OF INTERNET USERS ARE NOT SUBSCRIBED TO ANY MOBILE MONEY/M-PAYMENT SERVICE Source: Terragon Insights 2013
45 Source: Terragon Insights 2013 OUT OF THOSE THAT HAVE SUBSCRIBED, 67% CLAIM TO HAVE NEVER USED IT.
46 ONLINE SHOPPING
47 Source: Terragon Insights 2013 ONLY 15% OF NIGERIAN NETIZENS HAVE BOUGHT SOMETHING ONLINE
48 78% OF NETIZENS WHO HAVEN T BOUGHT ANYTHING HAVE WINDOW SHOPPED ONLINE Source: Terragon Insights 2013
49 Source: Terragon Insights 2013 PRICE IS KING Primary factor that influences my decision to purchase an item online Payment method available 14% The unique nature of the item The ease of finding the item The convenience of shopping online 7% 8% 9% Explanation of the item and its features 22% The photo of the item 12% The price 28%
50 Source: Terragon Insights 2013 TRUST IS A MAJOR ISSUE Why I don t shop online Things I need are difficult to find online 15% I don't do a lot of shopping in general 8% I don't want to submit personal billing information over the internet 19% If I don't deal with a person, I'm afraid my order would get lost 58%
51 61% OF ONLINE SHOPPERS SAID THEY WOULD MAKE REPEAT PURCHASES FROM E-COMMERCE SITES Source: Terragon Insights 2013
52 Source: Terragon Insights 2013 FASHION, ITEMS BOOKS, COMPUTER AND INTERNET RELATED PRODUCTS AND SERVICES ARE THE MOST COMMON PURCHASES MADE ONLINE
53 Source: Euromonitior International: Country Report IN 2011, ONLINE SHOPPING IN NIGERIA GREW BY 25% AND WAS VALUED AT 62.4 BILLION NAIRA.
54 WHICH WAS TWICE KENYA S GDP IN 2011 Source: Based on data from Euromonitor International and World Bank
55 I.E NAIRA WAS SPENT ONLINE EVERY SECOND. Source: Based on data from Euromonition Country Report
56 Source: Alexa.com JUMIA IS THE MOST VISITED ONLINE SHOP IN NIGERIA
57 Source: Alexa NIGERIAN NETIZEN BETWEEN THE AGES YEARS OLD VISIT JUMIA MORE THAN ANY OTHER AGE GROUP
58 63% OF ONLINE SHOPPERS ARE SATISFIED WITH PRODUCTS PURCHASED ONLINE, 19% ARE SOMEWHAT SATIFIED. Source: Terragon Insights 2013
59 Source: Terragon Insights 2013 IN GENERAL, 91% OF NIGERIAN NETIZEN LIKE THE IDEA OF ONLINE SHOPPING
60 Terragon Limited is a New Media agency. We offer edge-cutting and innovative services in the new media space in Africa. We help brands in delivering value to clients by connecting with the emotional elements of a brand in order to create a long lasting relationship between the brand and customer; using measured, targeted and cost effective media For more information on TERRAGON INSIGHTS 2013, Eniola on emoronfolu@twinpinenetwork.com If you d like to chat with us on how we can help you, info@terragonltd.com or info@twinpinenetwork.com Find out more at:
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