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Nigeria Still World’s Most Mobilized Country, Traffic Hits 81%- Twinpine

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Nigeria has retained its position as world’s most mobilized country, a new report released by Twinpine has shown.

The Twinpine’s 2017 “Nigeria Mobile Trends Report”, shows Nigeria gained 5% from the previous report in its mobile traffic.

Recall in a similar report in 2016, Nigeria was placed ahead as the most mobile telecommunications induced nation, with 76% of the internet traffic comes through mobile.

The latest report indicates the country maintains its lead as statistics by Worldometer, NCC, Stat Counter put the total (human) population at 192 million (estimated); 142.6 active lines mobile at 74% mobile penetration; 91.5million mobile internet users at 47% mobile  internet mobile penetration; 30% smartphone penetration; Nigeria is now head of India and South Africa with 79% and 78% internet traffic coming through mobile, respectively.

Multi-Sim Phones Usage
Nigeria is also notable as the destination for the usage of multi-sim phones in the world at 66%, followed by Bangladesh (63%) and Tanzania (53%), while India and Phillipines at the least on the table with 48% each.

Share of Desktop versus mobile traffic
In Nigeria, mobile traffic overtook desktop traffic since 2012, and has continued to dominate since then. From the study, it was established that Mobile Traffic grew from 73% in 2014 to 81% in 2017 while the Desktop Traffic decreased from 25% to 13% during the period.

Web Usage by Device Vendors
According to the report, Samsung leads “Web Usage by Device Vendor” accounting for 25% of the market; Apple (20%), Tecno (13%), Infinix (9.5%), Blackberry (9.5%), Gionee (5%), Nokia brands account for 4.5%, Microsoft (4.5%), HTC (4%) while other brands put together account for remaining unknown (7.5%).

Web Usage by OS
Android is clearly still the preferred mobile operating system used in Nigeria. Other operating systems selling in the market are iOS, RIM, Windows Phone, Nokia OS, Symbian, LG proprietary and Samsung proprietary.

Market Share by Mobile Operator as at June 2017
According to the report which reflects NCC’s statistics showing MTN accounts for 37% of the market share followed by Glo 26%, Airtel 24% and 9Mobile 13%.

Meanwhile, on the growth of Active Mobile Subscribers by Operator from 2014 – 2017, Glo and Airtel have remained most gainers, while MTN and 9Mobile have had their subscriber base reduced over time.

According to the report, Glo grew its customer base from 28,486,530 in 2014 to 37,411,407 as at June 2017; Airtel 27,989,580 (2014) to 34,656,605 (2017); while MTN has a decline from 60,493,053 (in 2014) to 53,093,756 in 2017 (June) likewise 9Mobile from 21,559,667 in (2014) to 18,022,674 as at June 2017.

Top 5 States with Active Voice Subscription (VS)
The Twinpine report quotes the National Bureau of Statistics which identified Lagos state as leading with 20 million the highest voice subscription in Nigeria amounting to 12% of the total VS, followed by Ogun State, Kano, Oyo and Kaduna States.

Also, Lagos leads the active internet subscription but Abuja enters the top 5 in terms of states internet subscription in Nigeria.

Market Share Of Mobile Browser
Opera is still the preferred mobile; it leads the table with 53.28% of the market share; Chrome 20.18%; UC Browser 13.8%; Blackberry 3.57%; Android 2.92%; Safari 1.75%; IE Mobile 1.73%; Samsung Internet 1.05%; Puffin 0.98% and others 0.75%.

Nigerian behavioural studies hinted on the future opportunities of other sectors outside apps and entertainment in Nigeria; 48% of the people surveyed indicated that they use mLearning apps.

From the respondents, 35% have used reading app; 42%- banking app; 35%- healthcare related app; 32%- taxi/booking app and 32%- food delivery.

What online activities do Nigerians do on their smartphones & computer at least weekly?

Social Media is the most popular activity performed by Nigerians weekly on their mobile phones as 70% of the respondents use smartphones, while 9% visit social networks using destop computers; 5% use smartphone to listen to music, 1.5% use desktop; 2% look up for maps on smartphone; 9% use smartphone to search for product information while 3% use desktops; only 3% use smartphone to make online purchases; 19% use smartphone to watch online videos, 7% use desktops; 5% play games on smartphones, only 2% use desktops; 28% check their mails on smartphone, 8% use desktop computers; 37% use smartphone to visit search engines, while 7% resort to desktops.

mCommerce 
63% of all M-Commerce orders in Nigeria come from mobile. Nigerian customers who use mobile phones to shop online buy a wide range of products, the top three are: mobile phone, beauty and perfumes and women’s clothings.

Average price of smartphones have dropped significantly between 2014 and 2016, and sale of smartphones have gone up.

Average price of smartphones reduced from $165-$216 (2014) to $99-$117 in 2016; booming smartphone sales (2014-2016) recorded over 394% growth. More men at 61% shop online than women 39% in Nigeria.

Mobile Purchase Interest Of Nigerians
Fashion items (26.3%) and mobile apps (22.8%) top the list of things people buy with their mobile phones. Others are, music (15.8%); games (13.2%); Ebooks (5.3%); videos (7.9%); electronics (14%) and home appliances (14%).

Interestingly, the report shows 66.9% of Nigerians have bought an item with their mobile phone.

As 33.1% haven’t bought things using their mobile phone, 38.7% cited fear of buying fake items as the major reason; 7.5% delivery delays; slow internet 7.5%, delivery changes account for the remaining percentage.

However, 58.5% of Nigerians have paid for a mobile app before, though Nigerians are not too keen on in-app purchases, only 42.6% have made an in-app purchase.

Main Reasons Why Nigerians Uninstall Apps
Large size (28%) and too many notifications (17.5%) top the chart of reasons Nigerian uninstall apps. Other reasons are, too slow (9%); too complex (7.9%); too many ads (15.9%); privacy (11.1%) and not the expected value (10.6%).

Mobile Money
71.5% of Nigerians, the report says, use a mobile banking app. Out of the number, 12.7% use it as option for saving money; 63.6% for money transfer; 42.7% to check balance; 36.4% pay bills with mobile money apps; 47.3% for airtime purchases and 17.3% don’t use mobile apps.

Payments Made Directly To Mobile Phone Bill
Nigeria tops the chart with carrier billing (paying for items directly from the phone bill) at 42%. Twinpine quoting Mobile Money Report, MEF 2017 report said that 9% of Nigerians have made an in-store mobile payment; increasing from its previous value of 6% in 2014.

Also, average monthly transactions in mobile grew from a transaction value of 5millionUSD in 2011 to 142.8millionUSD in 2016, according to KPMG Fintech in Nigeria Report, 2016.

Number of transactions performed using the USSD service has more than doubled the number of transactions on mobile banking platforms for banks offering USSD- Mobile Money Report, MEF 2017.

Mobile Video
Many Nigerians prefer to watch short online videos, especially when via smartphones as 29% prefer to watch short online videos via their smartphone.

The report also shows the frequency at which online videos are watched shows that 27% of Nigerian watch videos online daily; 25% weekly; 12% less than monthly; 12% monthly and 23% never watched videos online.

“Last year, we released our 2016 Mobile Trends Report which highlighted key stats and analysis of the Nigerian mobile space to celebrate our 5th Anniversary.

“This year, the Nigerian economy has taken a different turn and as a result, there has been a significant shift in the market trends and behaviour of end users. This report which is downloadable via http://twinpinenetwork.com/2017-nigeria-mobile-trend-report/, serves as a mobile trend and advertising behaviour guide for marketers to find effective ways to continually deliver maximum ROI,” said Chika Umeh, Insight Lead, Twinpine in an email to Nigeria CommunicationsWeek.

 


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Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

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Treepz Doubles Down on Corporate Mobility in Africa with Launch of a New Website

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Treepz, Africa’s leading corporate mobility startup, has expanded its corporate mobility and employee transportation services across the continent with a fresh new look for its website.

 

The company’s new website boasts a sleek, user-friendly interface with added features to better showcase Treepz’s range of services for companies looking to efficiently and sustainably move employees and clients in major African cities. From on-demand employee shuttles, and school bus solutions to intra-city group trips for events and conferences, Treepz is positioning itself as an all-in-one corporate transportation provider.

Managing transportation logistics across multiple sites has always been an operational nightmare for companies,” said Onyeka Akumah, Co-Founder and Chief Executive Officer of Treepz. “Our goal is to streamline that experience through Treepz’s powerful technology platform.”

With nearly 6,000 employees of companies daily relying on Treepz’s innovative tech and reliable fleet for employee transportation or staff bus commutes, we understand the complexities of managing corporate transportation firsthand. “Our revamped website simplifies the process, offering businesses a seamless solution to optimize their transportation needs and empower their workforce in Nigeria, Kenya, Uganda and Ghana,” Onyeka added

Key Features of the New Treepz Website

  • Trackable Dashboard for a bird’s eye view of all guests’ trips in real-time when using Treepz.
  • 24/7 customer support to assist with all mobility inquiries.
  • Wide selection of vehicle options, each with professional drivers tailored to specific needs.
  • Friendly interface for easy navigation and booking.
  • Client testimonials and case studies showcasing Treepz’s success stories.

Treepz’s mission extends beyond just transportation – they aim to revolutionize how over 1 million daily commuters experience mobility across Africa. Since its launch in 2019, the company has provided employee transit for top firms like Tekexperts, Wakanow, Somasource, and Brighter Monday across Nigeria, Ghana, Kenya and Uganda. This has resulted in the transportation of about 5 million passengers since then.

With this digital reinvention, Treepz doubles down on transforming corporate mobility through tech-driven solutions. The company welcomes businesses seeking smarter ways to move their people to explore the new website www.treepz.com.


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Nigerian Business Leaders Partner Google for Strategic Advantage, Seeks Competitive Edge in Privacy-First Era

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Leading companies from Nigeria joined Google West Africa at a roundtable to discuss the shift towards privacy-first marketing as third-party cookies are phased out. The forum brought together leaders from FairMoney, Konga, Mondelez, Stanbic IBTC, and Zenith Bank, highlighting a collective commitment to redefining consumer engagement in the digital age.

Businesses recognize that building consumer trust is essential in a world that increasingly values privacy. In this new era, adapting marketing strategies to be more privacy-focused is not just a necessity but a strategic move towards building sustainable customer relations. This transition challenges businesses to innovate while maintaining transparency and respect for consumer data privacy, turning potential constraints into avenues for deeper consumer engagement.

“Customer trust is the new currency,” noted Felicia Otolorin, Senior Industry Lead, West Africa, Google. “Consumers are demanding more control over their data, and the savviest businesses are seeing this shift as an opportunity. This is about reimagining how we engage with technology and data, ensuring that innovation and privacy go hand-in-hand.”

The discussions emphasised this point, highlighting the competitive advantage of adopting privacy-first strategies. Google showcased innovative solutions like Google Tag and Enhanced Conversions. These tools demonstrate a commitment to both high performance and privacy standards. Success stories illustrated how other businesses have successfully navigated this shift, offering valuable insights.

“We stand at a crucial juncture,” remarked Oluwadamilare Akinwunmi, Chief Data & AI Officer at Interswitch. “The winners of tomorrow will be those enterprises that strike a balance between innovative, data-driven marketing and a profound commitment to data protection and privacy-first practices. The essential dialogues we engage in, and the subsequent actions we take, set us on the path to achieve precisely this”

The roundtable underscores a pivotal shift towards privacy-first strategies in Nigeria’s digital marketing sphere, emphasising the critical role of collaboration and innovation in this transition. It marks a collective stride towards a future where consumer trust and data privacy form the cornerstone of business growth and competitive advantage.

“We are committed to empowering Nigerian brands in building a privacy-forward future. By harnessing AI and privacy-centric technologies, we aim to empower our partners to thrive amidst these changes,” stated Felicia Otolorin, Senior Industry Lead, West Africa, Google.


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MTN Nigeria, PAU Open Applications for 3rd Edition of MTN Media Innovation Programme

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MTN Nigeria Communications Plc and the School of Media & Communications, Pan-Atlantic University have announced call for applications from qualified media practitioners to participate in the 3rd edition of the MTN Media Innovation Programme (MTN MIP-3), which will commence on May 20, 2024, at the Main Campus of the Pan-Atlantic University, Ibeju-Lekki, Lagos. 

MTN Nigeria in collaboration with the School of Media and Communication, Pan-Atlantic University, launched the Media Innovation Programme (MTN MIP) in 2022 to enable media practitioners gain deeper insight into the ever-evolving media landscape.

The six-month, fully-funded certificate fellowship, which includes a study visit to the University of Johannesburg, South Africa, and an innovation hub to incubate ideas, is open to media practitioners across all strata of the media industry including the print, electronic and online platforms. The programme is also open to social media content creators.

Speaking on the impact of the programme, Tobechukwu Okigbo, Chief Corporate Services & Sustainability Officer, MTN Nigeria said: “The media play a crucial role in shaping the society. It is important that they are enabled with tools and opportunities to do their jobs better as this ultimately benefits the society.

“Our commitment is to continue to empower media practitioners, regardless of platforms, to be able to innovate and create technological-driven solutions to our world. This is what the MTN Media Innovation Programme seeks to accomplish.”

On his part, the Dean School of Media and Communication, Pan-Atlantic University, Dr Ikechukwu Obiaya, stated that the programme brings into play the wide experience that the School has in the training of media practitioners.

In our various programmes targeted at journalists, we at the School of Media and Communication have always laid a lot of emphasis on the importance of creativity, ethics and professionalism.

“The Media Innovation Programme is one more opportunity to drive home these values but with a new emphasis on innovation.

“Journalism remains as important as ever to the society, and it is driven by the same values, but journalists require a retooling to meet the technological changes and challenges of today.

“This is the role that the Media Innovation Programme aims to play, and we are quite happy to be able to partner with MTN to achieve this goal.”

At the end of the training, the 20 successful applicants will qualify as Fellows for the 2024 cohort. The Fellows would be coached on Nigeria’s technology sector, the relationship between media and technology, and equipped with the skills to adapt to the changing realities that guarantee career and financial success in their professional practice.

Fellows will also have access to professional resources and mentorship from PAU’s erudite faculty.

Interested journalists, bloggers and content creators can apply for the Fellowship at https://smc.edu.ng/mtnmip

Applications open on Friday March 23 and close Wednesday April 10, 2024.


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