Terragon Group Research Report released for the second quarter of 2014, has shown a rising growth in the state of digital media and users’ online behaviour in Nigeria over the past 12 months.
The report was compiled after a recent survey of a pool of online participants across various locations in the country.
It shows growth in the area of Internet usage, social media participation and e-commerce, and the opportunities the trend presents for marketers.
The comparative study shows growth patterns from 2013 to 2014, with focus on mobile phone and Internet usage, broadband penetration, Mobile Number Portability and mobile money.
Insights presented for e-commerce show that there had been a 15% increase in users’ purchases online from results in 2013.
At the end of June 2014, 63% of Nigerian Internet users had bought at least one item online. 60% of these buyers claimed to have used their mobile phones for these purchases.
This increase in e-commerce activities was evident in the increase in Internet penetration through mobile, increase in data bundle purchases and online activities such as search, social media interaction, downloads and emails, within the period.
Intelligence Lead, Terragon Group, Eniola Moronfolu, spoke on the findings. He said, “The increase in e-commerce activities is very encouraging for an environment such as ours.”
According to her, “It was interesting to note that a huge number of these purchases were mobile-driven, and that mobile is the first and major point of access for all Internet activities. Hence, marketers need to start thinking first of mobile for online campaigns.”
Moronfolu further said that relevant content should be of utmost priority to advertisers and marketers in a manner that the mobile audience feel a personal connection to the brands.
“Marketers need to take advantage of the growing usage of smartphones. They need to work with their partners and agencies to develop innovative marketing products and strategies that will keep the smartphone users engaged and loyal to them,” she said.
Other factors considered in the research include 86% of respondents who claimed to carry out research about an item before making a purchase, and 80% who pointed at mobile as their major platform for research.
The numbers forecast a boom in the advertising and digital marketing industries and would approach their marketing strategies over the next 12 months, especially as it pertains to mobile marketing.
Terragon Group, a new media business focused on Africa with strong competence across the new media ecosystem, carries out periodic research on Internet usage across multiple platforms.
Image Credit: PinkJooz
Source: The Punch
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