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NIGERIA MOBILE TRENDS REPORT
2017 L o a d i n g . . .
- 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 opportunitiesin 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
-
-
NIGERIAN MOBILE MARKET
OVERVIEW OF TH
E
TOTAL POPULATION
192.0 MILLION
74%MILLION
MOBILEPENETRATION
(ACTIVE LINES VS POPULATION)
NUMBER OFACTIVE MOBILE
LINES
91.5
NUMBEROF MOBILE
INTERNET USERS
Source: Worldometer, NCC, Stat Counter
47% 30%
SMARTPHONE PENETRATION
IN NIGERIA
142.6 MILLION MILLION
MOBILEINTERNET
PENETRATION(MOBILE INTERNET USERS
VS POPULATION)
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 StatesSouth Korea
AustraliaVietnam
United KingdomHong 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%
GermanyBrazil
Canada Japan
France Russia
30% 30%
29% 28%
23% 16%
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
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 VendorsCountry: Nigeria
25%
20%
15%
10%
5%
0%
Sam
sung
Appl
e
Tecn
o
Infin
ix
Blac
kber
ry
Unk
now
n
Gio
nee
Nok
ia
Mic
roso
ft
HTC
Device Atlas, 2017
Android is clearly still the preferred mobile operating systemused in Nigeria
Device Atlas, 2017
Share of Desktop versus mobile trafficin Nigeria
Mobile traffic overtook desktop traffic since 2012, and has continued to dominate since then.
Mobile Traffic Desktop Traffic
2014 2015 2016 2017
7378 80 81
2519
13 13
NIGERIAN MOBILE TRENDS
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 Shareby 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
Top 5 states with Activevoice 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
% o
f tot
al n
umbe
r
Activ
e Vo
ice
Subs
crip
tion
Top 5 States
Active Voice Subscription % of total number (153,299,535)
Source: National Bureau of Statistics
Top 5 states with Activeinternet 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%
of t
otal
num
ber
Activ
e in
tern
et S
ubsc
riptio
n
Top 5 States
Active Internet Subscription % of total number (93,776,711)
...but Abuja enters the top 5 in terms of statesinternet subscription in Nigeria
Source: National Bureau of Statistics
Opera
Chrome
UC Browser
Blackberry
Android
Safari
IE Mobile
SamsungInternet
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 ReadingApps
BankingApps
Healthcare
Taxiapps
Fooddelivery
(Sector)
(Use
Per
cent
age)
0% 10% 20% 30% 40% 50% 60% 70%
Listen tomusic
Computers Smartphones
Look up mapsand directions
Look for productinformation
Purchaseproducts/services
Watch onlinevideos
Play games
Check email
Visitsocial networks
Usesearch engines
Source: Google Consumer Barometer
Social Media is the most poular activity performed by Nigerians weekly on their mobile phones.
What online activitiesdo Nigerians do on their smartphones& computer at least weekly?
NIGERIAN
MOBILE LIFESTYLE
MOBILE COMMERCE
63% of all M-Commerce orders in Nigeria come fromMobile
63%
Nigerian customers who use mobile phones to shop onlinebuy a wide range of products,the top 3 being:
Mobilephone
Beauty andperfumes
Women’sClothings
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 ofsmartphones
Booming smartphonesales
(2014-2016)
+394%
37%
2014 2016
Source: Jumia Mobile Trends 2017
39%
61%WOMEN
MEN
More men shop online than women in Nigeria.
0 5 10 15 20 25 30
Ebooks
Videos
Fashionitems
Electronics
HomeAppliances
(5.3%)
(7.9%)
(26.3%)
(14%)
(14%)
MobileApps
Music
Games
(22.8%)
(15.8%)
(13.2%)
Yes
No
33.1%
66.9%
66.9% of Nigerians havebought an item with
their mobile phone
Reasons why Nigerians don’tshop with their phones;
a major reason beingfear of buying fake items
38.7%
44.1%
7.5% Delivery delays
Slow internet
I am afraid of buyingfake items
Delivery changes
I haven’t bought anythingwith my phone
Mobile purchase interest of Nigerians
Fashion items and mobile apps top the list of things people buywith their mobile phones
Source: Twinpine Customer Survey, 2017
Source: Twinpine Customer Survey, 2017
0 5 10 15 20 25 30
Travel
Music
i have notpaid
(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 havepaid for a mobile app
before.
Yes
No
57.4%
42.6%
Nigeriains are not tookeen on in-app purchases,only 42.6% have made an
in-app purchase.
58.5%
41.5%
Source: Twinpine Customer Survey, 2017
0 5 10 15 20 25 30
Toomany ads
Privacy
Too manynotifications
Not theexpected
value
(15.9%)
(11.1%)
(17.5%)
(10.6%)
Largesize
Too slow
Toocomplex
(28%)
(9%)
(7.9%)Main reasons why Nigerians uninstallapps
Large size and too many notifications top the chart
Source: Twinpine Customer Survey, 2017
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 savemoney
Transfermoney
Check balance
Pay bills
Airtimepurchase
I don’t usemobile apps
(12.7%)
(63.6%)
(42.7%)
(36.4%)
(47.3%)
(17.3%)
Benefits of mobile banking
MOBILEMONEY
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 grewfrom a transaction value of 5millionUSD in
2011 to 142.8millionUSD in 2016(KPMG Fintech in Nigeria Report, 2016)
Number of transactions performed using theUSSD service has more than doubled the
number of transactions on mobile banking platforms for banks offering USSD.
(Mobile Money Report, MEF 2017)
9%
6%
20142016
$142.8million
$5million
2016 2011
Transactions onmobile banking
platforms
Transactions using USSD
x2
MOBILE
26%66%
67%
41%
34%
MUSIC
COMEDY
TV SHOWSMOVIES
SPORT
VIDEO 27%
25%12%
12%
23%
Watched viaComputer
Watched viaSmartphone
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 videosare watched
Many Nigerians watch online videos via theirsmartphones at least weekly.
Source: The Connected Consumer, Google
Daily
Weekly
Monthly
Less than Monthly
Never
Nigerians watch a range of online videos via theirsmartphones.
Source: Google Consumer Barometer Survey
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In no event shall this document or the concept and ideas be delivered to anyone other than the intended recipient or original sender and violation may be considered a breach of law and shall be fully prosecuted. Intended recipients of this document are bound to use same for its stated purpose and not for any illegal or unauthorized purpose.
Note that without a Contractual Obligation, this document remains the Intellectual Property of Twinpine Network and should not be circulated or used without the authority of the copyright owners.
DISCLAIMER
2017: Twinpine Network
www.twinpinenetwork.com +234 1400 00029 [email protected]