Did you know that mobile browsing (accessing the web via mobile devices like mobile phones and tablets) is larger than PC browsing in Nigeria? This dominance started mid September 2011 with recent figures showing 65% mobile and 35% PC. With this, Nigeria aligns with other developing markets around the world with the same trend.
This trend is largely based on mobile devices increasingly gaining foothold in consumers’ lives and routines. According to recent research, the Nigerian mobile audience is younger than its PC audience; mobile browsing behaviour centres on content (downloads), search, social, email and finding facts.
While novelty of medium is a factor, advertising in a new medium does present an opportunity to influence viewers in a fresh, less-cluttered environment.