The document discusses trends in Nigeria related to social media, news, and popular culture. It notes that Nigerians get much of their news and information from social media platforms like BlackBerry and Twitter in real time. Major stories spread online through these networks before traditional media can report on them. Social media is also empowering Nigerian youth to organize protests and activism. Popular culture such as Nollywood films, music and art is another major Nigerian export and cultural influence that is gaining more global recognition through online platforms. International brands are also increasingly customizing their products, marketing and content for the local Nigerian audience.

1. NIGERIA
BY
THE
NUMBERS

9. TRENDS

10. “I
joined
a
group
on
BlackBerry
group
called
‘Occupy
Nigeria’
and
almost
every
second,
somebody
would
broadcast
messages
to
the
forum.
The
forum
was
also
a
major
avenue
for
BNN
discourse.
It
was
through
the
forum
that
we
got
so
many
people
to
be
a
part
of
the
protest
and
it
was
through
it
that
we
learnt
about
those
who
were
killed
in
the
crisis.”
ᵠ Nigerians
are
getting
their
information
from
the
Blackberry
News
Network
ᵠ Big
stories,
real
and
fake
break
over
BBM
networks,
Twitter
and
even
Facebook
before
the
traditional
media
has
a
chance
to
file
a
story
ᵠ From
fake
tsunami
warning,
to
where
and
where
the
occupy
protests
were
going
to
happen,
Nigeria
is
getting
its
news
on
the
move,
in
real
time
RIP
News
(including
pictures)
of
the
murder
of
Suzie
Q ,
a
Lagos
socialite
were
on
BBM
&
twi?er
within
the
hour
The
full
document
of
the
House’s
recommendaCons
on
the
fuel
subsidy
probe
were
emailed
and
tweeted
within
hours
of
the
report’s
release

11. Social
[media]
Activism
ᵠ One
result
of
all
this
technology
is
a
greater
#lightupnigeria
degree
of
transparency,
there’s
no
hiding
anymore.
The
minute
something
happens,
it’s
out
there
on
the
social
networks
ᵠ As
far
back
as
2008,
a
viral
video
of
naval
officers
beating
Uzoma
Okere
led
to
the
almost
unprecedented
prosecution
and
sanction
of
armed
forces
personnel
in
an
assault
on
a
civilian
ᵠ It
is
giving
young
people
a
pulpit
and
an
8
of
the
top10
topics
organizing
tool.
They
don’t
just
complain
in
trending
on
Twi?er
were
their
offices
and
dorms
anymore
issues
emanaCng
from
the
protests
against
ᵠ This
is
causing
a
new
level
of
engagement,
removal
of
fuel
subsidy
fuelled
by
frustration
and
in
some
cases
incredulous
anger
at
our
situation
ᵠ Light
up
Nigeria
was
the
first
‘movement’
to
really
utilize
social
networks

12. Think
Local,
Act
Global
ᵠ Next
to
oil,
popular
culture
is
our
main
export
ᵠ Nigerian
film
makers,
artists,
designers,
musicians
are
aggressively
pursuing
regional
and
international
opportunities
ᵠ For
young
Nigerians,
the
‘global
village’
has
always
been
a
reality,
our
content/style/culture
is
seen
as
worthy
of
a
global
stage
–
no
one
is
Afropolitan
interested
in
just
being
a
local
champion
Victoria
and
Albert
Museum
ᵠ YouTube
etc
gives
them
a
platform
to
broadcast
themselves
internationally,
and
the
The London world
is
watching/listening/buying
Pop- Up
Dress Shop
“Prior
to
this
event,
the
American
market
was
small
money
to
D’Banj—a
genuine
global
phenom
from
the
urgent,
populous
city
of
Lagos.
But
now
that
he’s
a
G.O.O.D.
Music
arEst,
D’Banj
is
looking
to
add
the
U.S.
to
his
list
of
conquests”
Rob
Marrio?,
Complex
Magazine,
on
D’Banj
show
at
Irving
Plaza

13. Local
Content
ᵠ Nigerians
understand
the
value
we
represent
as
a
market
and
more
and
more
are
demanding
content
be
customised
for
us
ᵠ And
international
brands
are
complying:
Nigerians
don’t
really
eat
fries,
so
KFC
serves
Jollof
rice
ᵠ Young
people
are
customising
on
their
own,
adding
local
flair
to
international
brands,
Nigerian
ConsCtuCon
App
for
Blackberry
Hits
items:
ankara
print
Toms
10,000
Downloads
in
72
hours
ᵠ After
years
of
jealously
guarding
its
platform,
Blackberry
is
actively
engaging
programmers
to
develop
local
apps
(as
is
Nokia)
ᵠ Increasingly,
international
brands
are
producing
products,
content,
communications
for
a
local
audience…
and
producing
it
locally

14. Styling
Streets
ᵠ According
to
McKinsey
research
52%
of
Africans
16-­‐24
feel
its
VERY
important
to
follow
the
latest
fashion
and
trends
vs.
33%
of
those
45
and
over
ᵠ Cool
is
very
important
to
a
population
as
young
as
ours.
It’s
Target
or
IKEA
principle,
just
because
it’s
cheap
doesn’t
mean
it
should
be
ugly
or
stripped
down
ᵠ This
means
that
form
is
as
important
as
function
at
the
bottom
of
the
pyramid
ᵠ Tecno,
a
Chinese
phone
brand,
has
been
gaining
popularity
with
little
marketing
because
it
offers
Blackberry
looks
and
[almost]
functionality
at
pure
water
pricing
ᵠ Cheap
Chinese
imports
of
on
trend
clothing
mean
anyone
can
match
the
look
of
their
favourite
local
and
international
celebrities

15. Click
[no]
mortar
ᵠ All
these
ecommerce
sites
were
launched
within
the
last
12
months
ᵠ It’s
to
early
to
tell
if
they
will
be
able
to
get
over
Nigerians
security
fears.
But
if
they
do,
this
will
mark
a
huge
change
in
retail
in
this
country
ᵠ Most
are
integrating
mobile
payments,
so
that
even
the
unbanked
can
access
ecommerce
ᵠ Interestingly,
Kasuwai
and
Sabunta
are
backed
by
Rocket
Internet,
who
have
been
very
successfully
across
the
world
with
Amazon
clones
ᵠ Jobberman
isn’t
an
ecommerce
site,
but
it
is
the
14th
most
visited
site
in
Nigeria
and
is
rapidly
changing
the
way
young
Nigerians
approach
job
search
ᵠ Slim
Trader
is
tackling
ecommerce
for
the
bottom
of
the
pyramid
with
SMS
based
e-­‐tail
and
payments

16. Single
Serve
Society
ᵠ Nigeria
is
a
sachet
society,
everything
from
toothpaste
to
gin
comes
in
single
serve
packaging
ᵠ This
is
not
only
about
cash
management,
but
a
result
of
a
younger,
more
mobile,
more
urban
consumer
–
less
space
to
store
things,
more
time
spent
out
of
home
ᵠ Our
power
situation
contributes,
storage
is
a
problem
once
something
is
opened
(no
power
for
refrigeration)

17. FUTURE
VIEW

18. While
experts
esCmate
a
significant
growth
in
populaCon
over
the
next
10
years,
about
48
million,
the
make
up
of
the
populaCon
remains
fairly
stable.
82%
of
the
populaCon
has
at
least
had
access
to
GSM
since
adulthood,
most
for
their
whole
lives
(those
in
their
50s
were
in
their
30s
when
GSM
launched
in
Nigeria)

19. 10
year
projecCons
are
dependent
on
many
variables
–
if
the
power
sector
is
fixed,
for
instance,
tariffs
should
fall
significantly,
as
will
bandwidth
(as
providers
turn
their
money
to
improving
quality
rather
than
powering
base
staCons)
Smartphone
penetraCon
driven
by
second
hand
market
and
value
entrants
from
Asia
Combined
with
our
demographic
shib,
the
major
implicaCon
is
a
consumer
that
expects
interacCvity
and
immediacy
-­‐-­‐
but
be
warned,
even
with
growth
in
Smartphone/feature
phones,
Nigeria
will
sCll
be
an
SMS
based
market
in
2015

20. UrbanizaCon
generally
results
in
a
savvier
consumer,
with
greater
choice
Time
constraints/convenience
will
play
an
increasing
role
in
purchase
decisions
–
a
significant
opportunity
in
convenience
foods
UrbanizaCon
also
has
significant
implicaCons
for
entertainment
and
hospitality
industries
as
a
result
of
more
Cme
spent
outside
the
home

21. The
consumer
space
conCnues
to
offer
significant
opportuniCes
A
young,
urban
populaCon
with
discreConary
income
will
drive
a
consumer
culture
–
understanding
the
right
price
point
and
lifestyle
triggers
will
be
key
to
success

22. 70%
CBN’s
goal
for
percentage
of
financially
included
382
CBN’s
goal
for
number
of
POS
terminals
per
Given
populaCon
projecCons
and
100,000
Nigerians
by
cost
issues,
even
CBN
acknowledges
that
extensive
brand
2020
rollout
is
not
the
pracCcal
answer
In
their
financial
inclusion
strategy,
65,000
they
point
out
that
agent
banking
is
the
obvious
soluCon
and
that
policy
supporCng
it
is
vital
for
it
to
CBN’s
goal
for
the
meet
its
own
goals
number
of
mobile
money
agents
by
2020
If
the
‘cashless’
policy
is
successful,
ecommerce
soluCons
(SMS
and
internet
based)
could
radically
transform
both
retail
landscape
and
supply
chain
management

23. DALU
Ẹ
SE
NA
GODE
[THANK
YOU]