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Nigeria is the most populous country in sub-Saharan Africa with over 180 million inhabitants. It has 150 million SIM connections of which roughly a third are data-enabled. The opportunity for mobile businesses looking to provide services is therefore both rich and varied.

MEF’s new Country Report – ‘Nigeria’s Mobile Consumers in 2016’  charts the behaviours and attitudes of 1000 mobile media users in Nigeria to provide a snapshot of mobile usage today.

Alongside the much-hyped areas of mobile banking, mHealth and education, mobile messaging and entertainment services such as music and, in particular, video continue to have a major impact as key data drivers.

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Key Takeaways

  • Half of respondents expect digital content to be free. Of those who are prepared to pay, 71% prefer to pay by subscription.
  • Slow and expensive mobile networks are the most significant barrier to people doing more with their mobile device. Trust- related issues like privacy and security are also an obstacle.
  • Well over half (60%) have received fraudulent SMS and app- based messages, compared to the global average of 33%
  • Healthcare apps are a potential future opportunity, with 37% saying they would consider using them on their mobile device.

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Etisalat Nigeria


etisalat is Nigeria’s most innovative telecoms network. we began trading in october 2008 with the groundbreaking “0809uchoose” campaign. for the very first time, our mobile phone customers could choose numbers special to them to create their own phone number. this tradition of customer-focused innovation continues today, with a growing customer base of more than 21 million.

our core values are teamwork, integrity, passion for excellence and empowering and growing people; and we hold true to these while we offer a world-class telecommunications service. on 26th september 2011, etisalat launched its 3.75G HSPA+ network in Nigeria. from then on, our customers enjoyed super-fast broadband services for both personal and business use. this has led to unprecedented growth in the Nigerian telecoms industry.


appsafrica_advisory_v2 is a leading pan-African technology news portal and advisory service, dedicated to delivering the latest insight on mobile, tech and innovation in Africa. AppsAfrica Advisory provides strategic, tactical and operational Africa advisory services for mobile and tech ventures planning to
launch or expand in Sub-Saharan Africa with a team of experienced advisors. Our events celebrate and connect the best in mobile and tech from across the African tech ecosystem with global players.

On Device Research

ondeviceOn Device Research is a research company that gathers responses on mobile devices – so far we’ve sent over 2.3 million surveys across 53 countries. By conducting research on mobile phones and tablet computers we can reach consumers wherever they are, at any time and in any location. Mobile research also brings fresh, instant responses that accurately capture consumers’ feelings, thoughts and opinions.