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Online Nigerians on Facebook
Most used social networks in Nigeria
Facebook fuels discovery & action
Top 3 times to use FacebookTop 3 categories discovered on Facebook
16m
people use Facebook everymonth (25% of Internet users)
94%
Source: Facebook internal data based on reported and inferred data, average for Nov. 2015
49% chose Facebook as their favourite platform as they consider it the best to discover new content and
59% have given/shared product or service recommendations on Facebook.
Nigerians go online to:
84%
browse socialnetworks
78%
use mobilemessenger
58%
watch onlinevideos
Nigerians have high expectations of brands and have important social concerns:
88%
of them use Facebookevery day (7.2M)
44%
of daily active people accessFacebook on mobile (6.9M)
97%
YouTube
71%
61% Tech
45%Entertainment
39% Travel
81%at home
58% travel
78% expectadvertising to be
relevant to Nigerians
73% say that theyonly pay attention to
brands they trust
88% jobstability
98% having agood education
for their children
98%being healthy
68%before going to bed
Source: Study of Nigerian Facebook Users, GfK (Commissioned by Facebook), December 2015; Millward Brown AdReaction Video Report Nigeria, October 2015
Nigerians are multi-device users
Video is a frequent habit in Nigeria
Mobile use and sophistication is growing and improving people’s lives by helping to:
Dual Screening in Nigeria
Use Facebook + TV when they’renot paying full attention to the TV
Use Facebook + TV when programsor movies are on that are nottheir choice
26%
of online Nigerians usefeature phones to access
the internet
93%
feature phone users plan toupgrade to a smartphone in
the next 2 years
65%
Of Nigerians use 2 ormore devices to access
the internet
75%
Of Nigerians still access theinternet via fixed devices
(desktop, laptop)
86% of smartphone owners, use them
daily, clocking up an avg. 7h44 a day
Get access to educationExplore the world around them
Connect more with friends/ familyDiscover more products & services
82%79%77%77%
91%
of mobile device owners in Nigeria say thattheir life has significantly improved as a result
of access to a smartphone
Digital is overtaking TV
88%
of Nigerians online watchvideos at least monthly
52%
Nigerians on Facebookhave posted or shared
video content on Facebook
of the dual-screeners useFacebook during TV Adverts
73%
of online Nigerians useFacebook while watching TV
38%
54%
47%
time spentviewing video
Mobile
ComputerOn-demand TV
Live TV39% 35%
16%10%
