Facebook benefits from strong mobile usage in Nigeria

Anne Freier

In Mobile Advertising. February 8, 2016

facebook logo

Facebook is benefitting from the growing popularity of smartphones in Nigeria. The company recently announced that 16m people in the country visit Facebook monthly. 77% of them are on mobile devices. Nigeria’s smartphone penetration rates are second highest (27%) in Africa, following South Africa (34%).

Nigeria has some of the strongest smartphone penetration in Africa

Screen shot 2016-02-08 at 7.41.08 AM

Source: pewresearch.org

Facebook also revealed that 97% of daily active people access Facebook on mobile devices. 49% of Nigerians consider Facebook as a great tool to discover new content, whilst 59% like to share product recommendations on the site. For business owners, the social media site scores high among tech companies (61%), followed by fashion and entertainment (45%) as well as travel companies (39%).

Nicola Mendelsohn, Vice President, EMEA, Facebook, explains:

nicola mendelsohn

“Technology is driving real progress. When I visit Africa, this comes to life in every conversation and with every story I hear about entrepreneurs creating jobs and solving problems with technology’s help. We’re invigorated by how Ghanaian and Nigerian SMEs are using Facebook to grow brand awareness and boost engagement with their customers. We look forward to doing more to support entrepreneurs as they build their businesses.”

16m monthly active Nigerians use Facebook


Source: facebook.com

Facebook recently visited Nigeria to expand upon its partnerships with local businesses and advise on mobile marketing strategies. Nigerians have high expectations when it comes to brand advertising. 78% say they’d like ads to be relevant, whilst 73% only pay attention to brands they trust.

Nunu Ntshingila, Head of Africa, Facebook, said:

nunu ntshingila

“This is the year we deepen our partnerships with Nigerian businesses. We’re committed to Nigeria, and during this visit we shared insights with our business and agency partners on how to deliver personalised marketing, at scale, where people are – on their mobile phone. We want to make sure Nigeria – its people, its agencies and its businesses – realise the opportunity that technology and mobile bring.”

She adds that mobile plays an important role in discovery on Facebook for Nigerians.

“Nigerians are sophisticated mobile users and this sophistication is increaseing fast – people are ahead of businesses, and we’re here to help businesses create mobile-first solutions to grow their business.”