BY Wasilat Azeez
A survey by the National Research Group (NRG) says Nigerians are hopeful that 5G will transform the country for the better.
The survey titled ‘Exploring Nigeria’ was conducted from June 19, 2022 to July 4, 2022, among a nationally representative sample of 5,000 internet-enabled Nigerian consumers aged 16-64.
The company said quantitative fieldwork was enhanced by integrating expert interviews with in-market academic and business leaders as well as in-depth, virtual interviews with Nigerian consumers.
It said the survey was conducted in partnership with SBI Media, a Lagos-based media agency.
According to the survey results, finance-related technology that can directly benefit Nigerians fuels their desire to succeed professionally, to learn and grow, and to make money.
It found out that more than half of respondents indicated they are aware and knowledgeable about cryptocurrency (90%), mobile wallets (85%), artificial intelligence (78%), 5G (76%), blockchain (71%), virtual reality (65%), and NFTs (59%).
“5G will “transform my country for the better,” say 81% of Nigerian consumers. With internet connection quality viewed as the biggest tech problem in the market, nearly 70% are aware of the pending 5G rollout, with the primary benefit seen to be enhanced speed (74%),” the report reads.
“YouTube leads as the top streaming service with 82% of respondents using it weekly, and 40% of those who use it multiple times per day. On a daily basis, 64% use it the most often over other services such as Netflix (46%), Prime Video (25%), and AREWA24 (44%), the Hausa-language channel. Of the top five daily activities in general, 66% said they watch a short-form online video.
“Mobility is table stakes when it comes to streaming, with 78% noting it’s very important that streaming services work well on mobile. Over half (55%) of all movie/TV consumption is on smartphones, while viewership on laptops, smart TVs, tablets and desktop devices is less frequent. Smartphones are also the overwhelming method for gaming (83%).
“Big Tech = big influence. Tech companies including social media companies have a “great deal” of impact on Nigerian culture (64%), second only to religious institutions (73%).”
The NRG said the report is the first of its annual. “Capstone Series,” a first-of-its-kind exploration into the culture, content and technology driving leading-edge global growth markets.
Commenting on the report, Chris Rethore, NRG’s chief strategy officer, said: “Our Capstone Series is a research undertaking combining a global viewpoint with on-the-ground perspective and expertise at a level of depth we’ve not seen before in emerging markets.”
“The proof of that is in our inaugural study, which has given us a nuanced, layered understanding of Nigeria’s shifting cultural landscape — showing us what makes Nigerians tick, how their identity impacts their consumption behaviours, and what can be done to better serve these passionate consumers.”
On his part, Rotimi Bankole, SBI Media Group CEO, said: “We are delighted to collaborate with the innovative team at NRG on this landmark project — the first of its kind in the Nigerian and sub-Saharan African market.”
“We are convinced that the findings in the NRG Capstone Series will provide brands, artists, creatives, and the larger stakeholders in the entertainment and content industry uncharted insights to decipher, discover and leverage engagement opportunities in the market.”
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