How Nigerians use the internet (II)

The first part of this article focused on the peculiarities of Nigeria’s social media space, the current and potential size of the internet user market in the country and the age profile of internet users. Since the internet serves as a source of livelihood for a lot of Nigerians, through activities which revolve around blogging, e-Commerce, advertising, etc, understanding the behaviour of Nigerians online is very important.

This concluding part presents a picture of gadgets and brands used to access the internet, the locations where users access the web, and gives indication of opportunities available for ISP/telecoms companies. The analysis is based on a survey conducted by BRIU last year.

 Survey methodology

The survey randomly drew respondents from Lagos, the FCT, Delta, Edo, Ekiti, Imo, Kogi, Ogun and Rivers States online. A questionnaire was distributed using an online portal which was programmed to reduce the incidence of multiple responses from individuals.

We note that while an online survey methodology allows for tremendous scale and reach, it provides a perspective only on the habits of existing internet users. Additionally, survey responses are based on claimed behaviour.

Most of the respondents are employees in the financial services industry (29 percent), manufacturing sector (5 percent), public sector/civil servants (20 percent), agriculture (3 percent), while media, ICT and oil and gas account for 45 percent.

 What gadgets are used to access the internet?

Based on our survey, there is a clear pattern in the distribution of gadgets used to access the internet. Laptops are the most popular. They constitute 62 percent of gadgets used to surf the web by respondents.

Phones and desktops account for 49 percent and 47 percent of gadgets used, respectively, while tablets account for the lowest percentage, 24 percent. Most respondents use a combination of these gadgets.

We believe the preponderance of mobile computers has adversely affected the trend in gadgets used for internet access as more and more individuals are interested in platforms which avail them of the internet “on the go”.

Based on this, we expect further increase in the demand for more mobile computers as more individuals transit from the traditional cathode ray tube systems to lighter, energy-efficient computers. Also, we see a sustained increase in demand for mobile internet bundles based on the population structure.

An examination of the responses based on gender indicates that, apart from tablets, females are more likely to use light gadgets than males. But the preponderance of tablets is higher among males.

Brands used to surf 

the internet

Respondents were asked if they use particular brands. Their responses present a kaleidoscope of information which gadget makers and marketers can use for strategic campaigns, especially as it concerns pricing and advertising. Answers given by respondents reinforce the fact that Nigeria is the ideal place for mass market retailers and, by extension, producers (as price, in most cases, determines the brand respondents are loyal to).

 Phone brands

More than half of respondents use BlackBerry smartphones for internet access, while Nokia and Samsung account for 24 percent and 19 percent, respectively, of gadgets used to access the web. Other important brands include the iPhone, which is used by 5 percent of respondents, and Sony Ericsson, used by 2 percent of respondents.

We believe the Sony Ericsson brand is yet to make a significant mark on the Nigerian phone user. Also, though Apple products are considered premium, they are used by a select few. Pricing can tilt the equation in favour of brands which seek higher degrees of penetration, especially for Apple which is considered high-end.

In the low-end market, Nokia seems to dominate but other brands, mainly from Asia, are making a significant impression on the market.

When gender is factored into the equation, the picture seems to be a little more detailed as a higher percentage of females use BlackBerry smartphones than males. Sixty-seven percent of females who took the survey use Blackberry.

 Laptop brands

Data from respondents shows that HP brand (for both laptop and desktop) comes top among the brands used to access the internet. We believe that this can be used as a proxy for the most popular laptop brands in Nigeria.

The brand accounts for over three-quarters of laptops used to access the internet and 61 percent of desktops. Also, correlated with HP is the Compaq brand which also accounts for a significant portion (13 percent) of laptops respondents say they use to access the internet.

Dell is also a formidable brand in Nigeria as it accounts for 13 percent of laptops and 18 percent of desktops used to access the internet by respondents. Other important brands which respondents indicate that they use are Acer, Mac and Samsung. These brands represent a minor percentage of computers used by respondents.

It is not obvious that there is an age or gender bias to the use of any particular brand. A male is equally likely to use a HP laptop or desktop as a female. What is, however, different is that males seem to exploit a more assorted array of brands while females use the traditionally known brands.

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