85 million Nigerians spend 4 hrs on internet daily
Vytautas Paukstys, Managing Director, Eskimi DSP, one of the leading global programmatic advertising platforms, has disclosed that 85 million Nigerians are online for not less than four hours daily. This fact came to the fore during his presentation at the Marketing Edge Quarterly Virtual Summit held via zoom recently.
According to the data cruncher, Nigeria has witnessed a dramatic increase in online penetration and usage. Giving details about the Nigerian digital trends, he said that internet penetration is around 53 percent and there has been a dramatic increase since the outbreak of COVID-19 and the increment has been sustained.
“It is a fact that more than 50 percent of Nigeria’s population is online. How much of the media spend is online, he asked rhetorically. The truth is that consumers are moving to digital but brands do not follow… yet”, he stressed.
“Much of the marketing budget is already on digital; traditional brands are becoming digital-first. Basically, 50% of media consumption is online, and as a result, 50% of the budget has shifted online. Consumers have moved to digital; brands have been forced to follow”, he said.
He believes that in Nigeria, digital ad spend will soon surpass traditional ad spend in consonance with what is happening globally.
Reeling out the global trends, he said, “digital spends have surpassed the traditional with e-commerce, social media, online video, and e-sports becoming the new ad destinations. Also, the average time spent on either is 8 to 5 in favour of the digital while originally traditional brands are becoming digital. Creatives are also going digital. From the start point of using traditional creatives for digital channels, and later, adapting traditional creatives for digital, brands are moving into building digital-first creatives”.
Earlier, Mr. John Ajayi, the Managing Director, MARKETING EDGE in his welcome address emphasized the need for brands and marketers to understand the rapidly changing consumer behaviour” saying that delivering on ROI is dependent on such understanding.
The post-COVID-19 consumer is digitized and very mobile. To him convenience, speed, and service delivery are key. He wants to be in the convenience of his home or office or on the road and still be able to engage with brands.
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