42% Of Lagos residents in Nigeria access internet via mobile phones, 40% don’t access it at all

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Some 42% of Nigerians in Lagos access the internet via their mobile phones while an almost equal number, 41%, don’t access it at all. Of those accessing the internet, nearly two thirds are male.

It should be no surprise that internet usage is highest on mobile by the younger part of the population. The largest users within age groups to access the internet regularly is the 26-35 year olds, who are more likely to afford smart phones and data usage. In fact more than half of this age group connects to the mobile web.

Within the 16-17 age group 46% accessed the internet via their mobile phones. Internet access while at school also received a fair amount of mentions at 20%. Within the 18-25 age group internet access via their mobile phone is at 39%. The internet café seems to be a popular means of accessing the internet for this age group in particular (25%) and accessing from home also received fair mention (12%). In the 55 years and older age group, 60% do not access the internet at all and 20% do so from their phones.

Internet café appears to be an option for the younger users, up to and including the 26 to 35 age group, where after it does not receive many mentions. Internet access at home in Lagos is only 7.6%.

One of the biggest winners when it comes to traditional media is DSTV in the pay TV sector. It commands a 46% of pay TV accounts in Lagos, with more than a quarter of a million households. GOTV accounts for an additional 29% of pay TV share. StarTimes, the closest competitor reaches 10% of households while others like MyTVAfrica, Pehla, ConSat and Darsat each reach less than 5% of households.

These are some of the findings coming out of Dashboard Marketing Intelligence’s Pinpoint, a current and accurate media consumption and audience tracking tool for the African continent.

A research and strategy company, Dashboard joined forces with advertising and media expert, Dave Kelly, to launch Pinpoint last year to examine public usage of TV, radio, newspapers and digital. A successful pilot was conducted in Ghana, roll-out is now complete in Lagos Nigeria and planned for Kenya, Tanzania, Angola and Uganda and Zambia.

Pinpoint was developed to support more effective media buying in Africa. Users are able to profile and size TV and radio station audiences, review ongoing insight into social media and internet usage and explore psychographic and attitudinal consumer mindsets. Marketers and planners are able to filter the data by users of any specific product category.

“Media investment in African countries is substantial. But there is little, if any, accurate or stable media consumption data. As more businesses develop their African footprint, this data is necessary to make the right media investment and sponsorship decisions,” explained Peter Searll, Dashboard’s Managing Partner.

Pinpoint will track media consumption across the countries where information is scarce or irregular and clients need data. Data is tracked regularly, drawn from a demographically representative sample across each city in the survey. Specialised field teams capture and upload interviews in real time using mobile and GPS technology.

Initial research from the Nigerian study shows that Facebook is by far the most visited site, followed by Google, downloading music (strong among females), Whatsapp, Yahoo and downloading new apps. Twitter trends much lower.

soccernigeriaThe study also shows that soccer is almost exclusively watched by men; only 4% of women claimed to have watched a game in the past seven days compared to 51% of men. This is substantially more skewed than Ghana, which had much higher female viewership. The most popular tournaments after the World Cup are the English Premier League and the UEFA Champions League, which get a quarter of the city watching them. Using Pinpoint, brand sponsors can access insight around where and how these tournaments are viewed and by whom.

Searll added: “Dashboard collates and reports the data via an interactive web interface which allows users to personalise their view of the information, as well as simply export it for sharing and planning purposes.

“One of the biggest benefits of Pinpoint is that the data is available within two weeks after field, enabling media decisions to be made within a relevant time frame. Typically much media data is only available months after the research, making it more of a rear view mirror than a current dashboard. Media planners need timely, accurate, rich data to make truly useful decisions.

“This type of information is long overdue and typically difficult to find. Technology has allowed us to overcome the traditional barriers to collecting this type data. We have a lot of experience in research methodology and we understand of the depth of insight needed to design the right media placement strategy. We are well placed to tackle and solve this issue. And we’re eager to expand. With Ghana and Nigeria in the bag, we’ll be starting in Kenya next, and future reach will be led predominantly by market demand.”

Dashboard’s Pinpoint is available as a syndicated study.