See the seven key tech takeaways from Stagewell’s research into the growing culture, content and technology behind Nigeria market.
National Research Group (NRG), a part of Stagewell, conducted an online survey from June 19, 2022 to July 4, 2022 among a nationally representative sample of 5,000 internet-enabled Nigerian consumers aged 16-64. Quantitative fieldwork was enhanced by integrating expert interviews with in-market academic and business leaders as well as in-depth, virtual interviews with Nigerian consumers.
NRG, a global insights leader at the intersection of technology, content and culture, launched its “Capstone Series,” a first-of-its-kind exploration into the culture, content and technology driving leading-edge global growth markets. The challenger network built to transform marketing worked with SBI Media, a Lagos, Nigeria-based media agency and part of Stagwell’s Global Affiliate Network, NRG kicked off the series with “Exploring Nigeria,” a future-leaning view into the technology, culture and entertainment trends shaping the Nigerian landscape.
“Our Capstone Series is a research undertaking combining a global viewpoint with on-the-ground perspective and expertise at a level of depth we’ve not seen before in emerging markets,” said NRG Chief Strategy Officer Chris Rethore. “The proof of that is in our inaugural study, which has given us a nuanced, layered understanding of Nigeria’s shifting cultural landscape – showing us what makes Nigerians tick, how their identity impacts their consumption behaviors, and what can be done to better serve these passionate consumers. We hope that media, entertainment and tech companies find value and actionable intelligence in this and future studies to help shape decision-making in vanguard markets over the next few years.”
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“This study would not have been possible without the partnerships we have built through Stagwell’s Global Affiliate Network, now numbering nearly 80 partners across APAC, EMEA, LATAM, and North America,” said Stagwell Chief Strategy Officer Anas Ghazi. “Partners like SBI Media accelerate our global research, survey, and insights capabilities at Stagwell, adding authentic understanding of local markets around the world.”
“We are delighted to collaborate with the innovative team at NRG on this landmark project — the first of its kind in the Nigerian and sub-Saharan African market,” said SBI Media Group CEO Rotimi Bankole. “We are convinced that the findings in the NRG Capstone Series will provide brands, artists, creatives, and the larger stakeholders in the entertainment and content industry uncharted insights to decipher, discover and leverage engagement opportunities in the market.”
Exploring Nigeria
Anchored by a robust survey of 5,000 in-market consumers with added expert viewpoints of academics, industry insiders and in-person consumer interviews, “Exploring Nigeria” provides broad understanding into the cultural pillars that drive the country and its people. The research dives into 10 key topic areas exploring consumer habits and attitudes in Nigeria today, including the criticality of mobile, the rollout of 5G, the creator economy, content consumption, streaming services, audio and gaming as growth verticals, the power of social media, the future of money, and more.
7 Key takeaways from the research into the tech behind Nigeria markets include:
- Mobile is the gateway to connectivity
- Nigerian consumers believe 5G will transform my country for the better
- YouTube leads as the top streaming service
- Nigerians want Nigerian content to positively reflect their culture and values but Hollywood is still the dominant entertainment source
- Audio is ready for a shake-up
- Big Tech has big influence
- Finance-related technology that can directly benefit Nigerians fuels their desire to succeed professionally, to learn and grow, and to make money.
NRG’s planned upcoming Capstone Series reports include Indonesia (Q4 2022), Argentina (Q1 2023) and Turkey (Q2 2023).
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