What Nigerians Do with their Smartphones
The world is fast becoming a global village and a necessary tool for this process is communication, of which telecommunication is a key player. Telecommunication tools have evolved from a simple communication device for voice calls to complex tools that support voice and data services over long distances.
With a growing population currently estimated at about 180 million, Nigeria’s telecommunication market, which has continued to remain the top priority for investors in the telecoms market, has over 139 million active lines with an installed capacity of over 186 million lines. This is the largest telecoms market in Africa. Advances in network technology such as the deployment of wireless and fibre technologies have led to increased development in the telecom sector. Telecommunication is now less about voice and increasingly about data as the new generation in the telecom industry in Nigeria is characterised by tech-savvy mobile users. High-speed internet access, which has redefined the way mobile users inform, communicate and entertain, has greatly influenced what they do with their smartphones.
Original Equipment Manufacturers (OEMs) have transformed the traditional use of mobile phones with the introduction of high-tech mobile devices (smartphones) built on operating systems like ‘iOS, Android, Blackberry and Windows. Although there have been over 130 million actives lines, only about 12 million smartphones were available in the country in 2014. The smartphone market in Nigeria, worth $1billion, is made up of various brands of high-tech mobile devices such as Samsung, Apple, Blackberry, Nokia, Techno, Sony, High Tech Computers (HTC), Huawei and LG. These devices have advanced mobile operating systems designed with functionalities that allow the mobile user to store information, access the internet, install third-party applications and use it as a media player.
Smartphones have a dominant presence in our everyday lives and they are constantly transforming how mobile users in Nigeria engage and entertain. According to a research conducted by GSMA Intelligence, smartphone penetration is still nascent in Nigeria, estimated at 10-15% of mobile subscription and usage is significantly moving towards increased screen time with entertainment and social media.
With evolving consumer lifestyle and preferences, increased smartphone penetration and advancement in mobile technology/digital landscape, the need for businesses to innovate and evolve into more targeted marketing has never been more critical.
Smartphone Users Respond to Key Questions
To understand the lifestyle, behaviour and preferences of smartphone users, an interview was conducted in Lagos, focusing on individuals in the age range of 18 to 40 in key areas on the Island and Mainland. With a fair representation of the different demographics, 60 randomly selected respondents were interviewed, providing valuable insights on what they do with their smartphone. Most of the respondents have more than one smartphone, specific for different mobile lines and uses.
68% of the respondents interviewed are between 25 and 34. Analysis of the smartphone used shows that 35% use an iPhone while 34% use an android-based smartphone such as Samsung, Sony, HTC, and Techno. Although blackberry had been a popular smartphone in the past, today only 28% of the respondents use a blackberry smartphone; as mobile users are more inclined towards using more sophisticated mobile devices. Only 3% of the respondents use the Windows phone (Nokia) making it the least smartphone used.
