This report gives insight into mobile trends and lifestyle as it shapes the Nigerian market and customer.

1. NIGERIA
MOBILE TRENDS
REPORT
2017
L o a d i n g . . .

2. - Mobile Video
- Mobile Money
- M-commerce
- Active mobile subscribers by mobile operators.
- Active voice and internet subscriptions.
- Market share of mobile by browser.
Top weekly smartphone and desktop online
activities.
Nigerian behavioural study on future opportunities
in other tech sectors.
GENERAL OVERVIEW
- Mobile Usage in Nigeria
- Share of desktop versus Mobile Traffic
Mobile traffic comparisons-
- Web usage by operating system and Device Vendor.
- Top 20 Multi-sim phone use comparisons.
MOBILE TRENDS
MOBILE LIFESTYLE
-
-

3. NIGERIAN
MOBILE MARKET
OVERVIEW
OFTHE

4. TOTAL
POPULATION
192.0
MILLION
74%MILLION
MOBILE
PENETRATION
(ACTIVE LINES VS POPULATION)
NUMBER OF
ACTIVE MOBILE
LINES
91.5
NUMBER
OF MOBILE
INTERNET USERS
Source: Worldometer, NCC, Stat Counter
47% 30%
SMARTPHONE
PENETRATION
IN NIGERIA
142.6
MILLION MILLION
MOBILE
INTERNET
PENETRATION
(MOBILE INTERNET USERS
VS POPULATION)

5. Source: Statcounter
Nigeria
India
South Africa
Indonesia
Thailand
Turkey
Poland
United Arab Emirates
China
Saudi Arabia
Malaysia
Global Average
Mexico
Argentine
Singapore
Spain
Phillipines
United States
South Korea
Australia
Vietnam
United Kingdom
Hong Kong
Egypt
Italy
81%
Nigeria remains world’s most mobilized country, mobile traffic grew from 76% to 81%
79%
78%
69%
66%
61%
57%
57%
56%
55%
53%
50%
50%
46%
44%
42%
38%
37%
36%
36%
34%
34%
33%
31%
31%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Germany
Brazil
Canada
Japan
France
Russia
30%
30%
29%
28%
23%
16%

6. Nigeria
Bangladesh
Tanzania
El Salvador
Guatemala
Honduras
Ukraine
Armena
India
Phillipines
66%
63%
58%
57%
57%
56%
53%
49%
48%
48%
0% 10% 20% 30% 40% 50% 60% 70%
Nigerian usage of multi-sim phones is highest in the world

7. Web usage by OS Name
Country: Nigeria
Android
iOS
RIM
Windows Phone
Nokia OS
Unknown
Other
Symbian
LG proprietary
Samsung proprietary
Web usage by Device Vendors
Country: Nigeria25%
20%
15%
10%
5%
0%
Samsung
Apple
Tecno
Infinix
Blackberry
Unknown
Gionee
Nokia
Microsoft
HTC
Device Atlas, 2017
Android is clearly still the preferred mobile operating system
used in Nigeria
Device Atlas, 2017
Share of Desktop versus mobile traffic
in Nigeria
Mobile traffic overtook desktop traffic since 2012, and has
continued to dominate since then.
Mobile Traffic Desktop Traffic
2014 2015 2016 2017
73
78 80 81
25
19
13 13

8. NIGERIAN
MOBILE TRENDS

9. Year Globacom Airtel MTN 9mobile
2014
2015
28,486,530 27,989,580 60,493,053 21,559,667
2016
32,999,384 32,268,301 61,252,387 22,161,290
2017
34,608,793 33,866,798 57,045,721 21,877,542
Growth of Active Mobile
Subscribers by Operator
from 2014 – 2017
Market Share
by Mobile Operator
37,411,407 34,656,605 53,093,756 18,022,674
Source: NCC 2017
Market Share, June 2017
13%
26%
24%37%
9mobile
Globacom
Airtel
MTN

10. Top 5 states with Active
voice subscription
0%
2%
4%
6%
8%
10%
12%
14%
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
LAGOS OGUN KANO OYO KADUNA
%oftotalnumber
ActiveVoiceSubscription
Top 5 States
Active Voice Subscription % of total number (153,299,535)
Source: National Bureau of Statistics
Top 5 states with Active
internet subscription
Lagos state leads with the highest voice
subscription in Nigeria
0%
2%
4%
6%
8%
10%
12%
14%
16%
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
LAGOS OGUN OYO KANO FCT %oftotalnumber
ActiveinternetSubscription
Top 5 States
Active Internet Subscription % of total number (93,776,711)
...but Abuja enters the top 5 in terms of states
internet subscription in Nigeria
Source: National Bureau of Statistics

11. Opera
Chrome
UC Browser
Blackberry
Android
Safari
IE Mobile
Samsung
Internet
Puffin
Other
53.28
20.18
13.8
3.57
2.92
1.75
1.73
1.05
0.98
0.75
0% 10% 20% 30% 40% 50% 60%
Market Share of mobile browser
Source: Statcounter, 2017
Opera is still the preferred mobile browser
Nigerian behavioural studies shows the
future opportunities of other sectors
outside apps and entertainment in Nigeria;
48% of the people surveyed indicated that
they use mLearning apps.
Source: Mobile Ecosystem 2016
0%
10%
20%
30%
40%
50%
mLearning Reading
Apps
Banking
Apps
Health
care
Taxi
apps
Food
delivery
(Sector)
(UsePercentage)

12. 0% 10% 20% 30% 40% 50% 60% 70%
Listen to
music
Computers Smartphones
Look up maps
and directions
Look for product
information
Purchase
products/services
Watch online
videos
Play games
Check email
Visit
social networks
Use
search engines
Source: Google Consumer Barometer
Social Media is the most poular activity performed by Nigerians weekly
on their mobile phones.
What online activities
do Nigerians do on
their smartphones
& computer at least
weekly?

13. NIGERIAN
MOBILE LIFESTYLE

14. MOBILE
COMMERCE
63% of all M-Commerce
orders in Nigeria come from
Mobile
63%
Nigerian customers who use
mobile phones to shop online
buy a wide range of products,
the top 3 being:
Mobile
phone
Beauty and
perfumes
Women’s
Clothings
Average price of smartphones have dropped
significantly between 2014 and 2016, and sale of
smartphones have gone up.
2014 2016
216$
165$
99$
117$
Average price of
smartphones
Booming smartphone
sales
(2014-2016)
+394%
37%
2014 2016
Source: Jumia Mobile Trends 2017
39%
61%
WOMEN
MEN
More men shop online than women in Nigeria.

15. 0 5 10 15 20 25 30
Ebooks
Videos
Fashion
items
Electronics
Home
Appliances
(5.3%)
(7.9%)
(26.3%)
(14%)
(14%)
Mobile
Apps
Music
Games
(22.8%)
(15.8%)
(13.2%)
Yes
No
33.1%
66.9%
66.9% of Nigerians have
bought an item with
their mobile phone
Reasons why Nigerians don’t
shop with their phones;
a major reason being
fear of buying fake items
38.7%
44.1%
7.5% Delivery delays
Slow internet
I am afraid of buying
fake items
Delivery changes
I haven’t bought anything
with my phone
Mobile purchase interest of Nigerians
Fashion items and mobile apps top the list of things people buy
with their mobile phones
Source: Twinpine Customer Survey, 2017

16. Source: Twinpine Customer Survey, 2017
0 5 10 15 20 25 30
Travel
Music
i have not
paid
(3.2%)
(14.7%)
(50.5%)
Games
Business
Enter-
tainment
(27.4%)
(7.4%)
(10.5%)
35 40 45
Games top the list in type of app paid for
Yes
No
58.5% of Nigerians have
paid for a mobile app
before.
Yes
No
57.4%
42.6%
Nigeriains are not too
keen on in-app purchases,
only 42.6% have made an
in-app purchase.
58.5%
41.5%
Source: Twinpine Customer Survey, 2017

17. 0 5 10 15 20 25 30
Too
many ads
Privacy
Too many
notifications
Not the
expected
value
(15.9%)
(11.1%)
(17.5%)
(10.6%)
Large
size
Too slow
Too
complex
(28%)
(9%)
(7.9%)Main reasons why
Nigerians uninstall
apps
Large size and too many notifications top the chart
Source: Twinpine Customer Survey, 2017

18. YES
NO
71.5% of Nigerians use a mobile
banking app
71.5%
28.5%
Source: Twinpine Customer Survey, 2017
0 10 20 30 40 50 60 70
Option save
money
Transfer
money
Check balance
Pay bills
Airtime
purchase
I don’t use
mobile apps
(12.7%)
(63.6%)
(42.7%)
(36.4%)
(47.3%)
(17.3%)
Benefits of mobile banking
MOBILEMONEY

19. Source: Mobile money report, MEF 2017
Payments made directly to
mobile phone bill
14%
9% 9% 9%
12%
11%
15%
12%
16%
21%
35%
29%
30% 31%
37%
30%
39%
37%
39%
42%
Global UK USA Brazil France Germany China India South Africa Nigeria
Direct Carrier Billing by Country
2014 2016
Nigeria tops the chart with carrier billing
(paying for items directly from the phone bill)
at 42%.
9% of Nigerians have made an in-store
mobile payment; increasing from its
previous value of 6% in 2014
(Mobile Money Report, MEF 2017)
Average monthly transactions in mobile grew
from a transaction value of 5millionUSD in
2011 to 142.8millionUSD in 2016
(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)
9%
6%
2014
2016
$142.8million
$5million
2016 2011
Transactions on
mobile banking
platforms
Transactions
using USSD
x2

20. MOBILE
26%
66%
67%
41%
34%
MUSIC
COMEDY
TV SHOWSMOVIES
SPORT
VIDEO
27%
25%12%
12%
23%
Watched via
Computer
Watched via
Smartphone
29%
22%
Source: Google Consumer Barometer Survey
29% of Nigerians prefer to watch
short online videos via their
smartphone
Many Nigerians prefer to watch short online
videos, especially when via smartphones.
Frequency at which online videos
are watched
Many Nigerians watch online videos via their
smartphones at least weekly.
Source: The Connected Consumer, Google
Daily
Weekly
Monthly
Less than Monthly
Never
Nigerians watch a range of online videos via their
smartphones.
Source: Google Consumer Barometer Survey

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