Media Habits and consumer lifestyle in a Africa, Nigeria specifically. This Document tells you everything about consumers and media in Nigeria.

1. © Emmanuel Jaitto-Jeffrey, June 2015
Nigerians Consumers
Media Habits & Lifestyle
2015

2. SEGMENT CLASS VARIABLEDESCRIPTION SIZE
UPPER
UPPER
WEALTH
INHERITORS
(‘A’
SEGMENT)
UPPER
MIDDLE
WEALTH
CREATORS
(‘A’
SEGMENT)
AB
“UPPER
CLASS”
FULFILLED
ACTUALISERS
RETIRED
PUBLIC
OFFICIALS
5%
LOWER
UPPER
WEALTH
MANAGERS
&
POLITCIANS
(‘B1’
SEGMENT)
LIFESTYLE OVERVIEW MONTHLY INCOME
• Mature, Satisfied, Comfortable, Reflective
• Value Order, Knowledge and Responsibility
• Educated, Literate and well travelled
• Top Professional , Ministers,
Commissioners ,Directors in public service, Senior
Management in large companies, Large business
owners/Employers.
• Worldly, Interested in National Events & Keen to
Broaden Socio-Political Influence
>US$32,000
• Successful, Active, High Self-Esteem
• Access to Abundant Resources with less sophistication
• Keen to Develop, Grow, Express & Explore
• Highly Principled and well educated
• Fairly exposed/travelled
US$12,800
-
US$32,000
• Successful, Career and Work- Orientated, Risk Averse
• Value Consensus, Predictability, Stability, Self-Discovery
• Deep Family Commitment
• Sense of Duty, Require Material Rewards, Sense of Duty
US$9,600
-
US$16,000
HIGH
NET
WORTH
INDIVIDUALS
(‘B2’
SEGMENT)
Sources: Research & Media Services Nigeria
Income: Socio-Economic Classification Of Nigerian

3. C
UPPER
MIDDLE
(C1)
PROFESSIONALS,
BUSINESS MEN &
WOMEN
MIDDLE
LOWER
(C2)
JUNIOR-MIDDLE
LEVEL MANAGERS,
BUSINESS
EXECUTIVES,
ARTISANS
“THE
MIDDLE
CLASS”
ACHIEVERS
AND
EXPERIENCERS
24%
D LOWER
CLASS
SKILLED OR SEMI-
SKILLED WORKERS,
CLERICAL STAFF,
ARTISANS
SOCIETALLY
CONSCIOUS
STRIVERS
31%
E
POOR/
SUBSIS
TENT
UNEMPLOYED
LIVE BELOW
POVERTY LEVEL
SEGMENT CLASS VARIABLEDESCRIPTION SIZE LIFESTYLE OVERVIEW MONTHLY
INCOME (US$)
• Upwardly mobile professionals/forward looking career wise, high
taste moderated by means
• Deeply Committed to Work & Family
• Work - Material Rewards and Prestige
• Senior Managers of small/medium companies
US$2,500
-
US$6,500
• EMULATORS, Moderate taste
• Young & Mature, Enthusiastic, Impulsive
• Seek Variety, Not Risk Averse, Offbeat
• Politically Uncommitted, Ambivalent
US$650
-
US$1,300
• THE BELIEVERS/BELONGERS
• Conservative, Conventional, Concrete Beliefs Based on Traditional
Established Codes (Family, Religion, Community, Nation)
• Established Routines
• Organised Around Home, Social, Religious, Family Structures and
Organisations
• Mixed grill educational attainment.
• Little or no sophistication
US$190
-
US$510
• Constructed Lives
• Poor, unskilled, hardly well educated, Lack Social Bonds
• Passive
• Lack Self-Orientation
US$38
-
US$64
SURVIVORS &
SUSTAINERS 40%
Sources: Research & Media Services Nigeria, 2010
Income: Socio-Economic Classification Of Nigerian

4. Media Consumption & Usage by Social Class
The upper class are more in-tune with Western content and cable TV
- TV to the ABC1 is DSTV, Startime or cable
TV generally
- TV is their primary entertainment medium,
closely followed by digital media, as internet
connectivity is relatively affordable and
connected to the homes on Wi-Fi basis
- Newspaper & magazine are secondary
medium
- Listening and connecting with this group with
radio is low as against TV & digital media
Upper Class – ABC1
- The Middle class sometimes own a cable TV
but most times do not subscribe, as
subscription rate are still very high in Nigeria
- To this group, local TV channels appeal to them
first, since access is free
- The mix of TV & Radio serve as their priority
media.
- Digital is for contingencies and not readily
available in the homes i.e. Wi-Fi as it is to the
upper class, thus digital media consumption is
very low
Middle Class – C2
- TV is non-existence to this
category, it’s a privilege to
view it in a public place or
by the road side at night
where Nollywood DVD’s are
sold
- Radio is their primarily
means for information and
entertainment.
Lower Class – DE

5. 0-15 years (15%)
• Receptive to ads &
influence parents
• First choice is TV
(& DVDs). Also high
exposure to OOH.
• Mobile becomes
important from
around 10+ for
wealthier families
16 – 24 years (31%)
• Digital (esp.
Mobile) 1st choice,
followed by TV &
Radio – low usage
of Newspapers
(unless online).
• The group most
likely to use all the
functions of their
phone.
25 - 34 years (32%)
• Trend setters – a
core TG for many
advertisers
• High usage of all
media –TV, Radio,
Print & Digital
Highest group for
Pay TV & Mags.
• Mostly
unemployed
35 - 49 years (15%)
• Conservative
attitudes but sociable.
• Strong on Radio, TV
& Newspapers and
the group most likely
to attend religious
meetings
• Low tech – have a
mobile, just for calls.
50 years & Above (7%)
• Traditional. More
influenced by WOM
than advertising.
• Radio is first choice,
followed by TV. The
group most likely to
read Newspapers.
• Low tech – mobile is
just for calls
(Source: AMPS 2014 + Consumer Insight)
Age & Lifestyle – 78% of Nigerians are under 35

6. Nigerians Consumer Lifestyle

7. Top 5 Consumer Trends in Nigeria
E-commerce growing at a fast pace
Increased use of mobile devices,
the Internet and social media
Rising numbers of young affluent
Nigerians demand upmarket goods
Changing lifestyle patterns for middle-
class consumers
Demand for affordable mortgage
& viable alternatives on the rise
This trend is based on the 3 major
tribes that make up Nigeria

8. Consumer Segmentation in Nigeria by Age
Babies & infants:
- mothers increasingly turn to
milk formula
- Parents adopting modern
baby products
Kids:
- Back-to-school shopping
patterns are changing
- More parents are getting
more skeptical about
stay-in housemaid
Tweenagers:
- Tweens are spending
more time watching TV
- Increase use of mobile
phones by tweens
Teenagers:
- They are adopting technology at an early age
- They are high users of social network sites
0 – 12 Months
1 – 3 years
4 – 12 years
12 – 18 years

9. Young Adults:
- Children of middle-&
high-income parents
increasingly attending
private universities
- Uneducated female
young adults are
getting married &
having children sooner
Middle Youths:
- Dismal job prospects are
affecting spending habits
- Lounges are gaining in
popularity among people
in middle youth
18 – 24 years
25 - 34 years
Mid-lifers:
- Caring for children,
parents & other
relatives affects
personal finances
- Mid-lifers consumption
habits change with age
35 – 55 years
Late-lifers:
- ‘Active ageing/active
retirement’ is replacing
traditional retirement
- The health expenditure
of late-lifers is rising
Consumer Segmentation (cont.)
56 & Above

10. Housing & Households
What is the trends in Nigeria housing?
- Aspiring home owners resort to ‘stub housing’
- Prospective home owners reconsider whether to build or
acquire homes
- High rate of unemployment keep children in their parents’
home longer
- Gender roles limit couples’ disposable income
- Reliance on boreholes for household water supply
- Consumer are largely unfamiliar with ‘energy efficiency’

11. Eating, Drinking & Fashion Trends
Eating Habits:
- Change in dietary habits among
consumers on middle & high
income
- Noodles appeal to all consumer
groups
Drinking Habits:
- The demand for alcohol is rising
- Consumers show an increasing
interest in healthier soft drink and
herbal drink
Uti Nwachukwu
(Big Brother winner)
Hair Grooming:
- The hair extensions industry is
booming
- More men are inspired by
celebrities facial hairstyle
Female fashion:
- Lagos leads the demand for designer
goods, replicas and fashion
- More ladies are now going for local
fabrics and its creating a growth in
local fabrics and fashion industry

12. Shopping, Recreation & Government
Shopping:
- Increasing road traffic & convenience
creates more opportunity for online
shopping malls
- More people visits the shopping malls
for shopping, window shop or for
movies than before
Commuting:
- Bad roads, poor air safety records
discourage Nigerians from travelling
within the country
- More vehicles owners use private
vehicles for commercial purposes
- The sale of bicycles is rising, following
the ban on motorcycles.
Government & Politics:
- More people are becoming
more interested in politics than
ever
- More youths are gaining
political seats and having
political ambitions than ever

13. Money & Savings
Attitude Towards Payment Methods:
- Cashless policy makes a slow start
- mobile money fails to attract unbanked consumers
Savings
- Formal & informal saving mechanisms for people on low
incomes
- Bank & Govt schemes encourage consumers to save
Loans & Mortgages
- Consumers are unable to afford the interest rates on
mortgages
- Low-income earners fall into debt traps

14. Q & E: Emmanuel Jaitto-Jeffrey
jaittoemmanuel@gmail.com
+234 806 120 5359