Our clients are taking the next big step by expanding into the rest of Africa, specifically Nigeria. With the country’s large population and growing connected market this is no surprise. As your insights partner, Answered has built a panel of Nigerian consumers to help make the transition into this exciting new market more accessible, through the robust market research you have come to expect from us.
Some of our preliminary consumer investigations in Nigeria point clearly to the strong rise of a digital market:
ONLINE SHOPPING
- Overall positive perceptions of online shopping.
- On average 55% report an increase in online shopping behavior in the last year.
- Online information searching saw the biggest average increase of 69%.
SMART PHONE USAGE
- 68% report increase usage over the last year.
- 85% report increase usage of mobile phone calls; 51% report decrease in landline usage.
- 77% spend more on data and 83% use their smartphones more for browsing.
INFORMATION TOUCH POINTS
- Online media is the most used information touch point across almost all purchase categories. One average 59% use this information source.
- On average social media is used by 27% as a source of information
- 31% report using traditional media as a source of information.
Download your Answered Nigeria info sheet now and get in touch for more insights and to set up your introduction meeting.
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