This new infographic shows why mobile is the future of online media in Nigeria

folarin okunola

February 5, 2016 8:42 AM

Today Nigeria is like a child on steroids. In a new infographic for the past year 2015, the estimated daily number of pageviews across the four biggest platforms hit 6.5 million for 2015.

Digital media overview for 2015

The tech space, here in Nigeria, has been buzzing and expanding exponentially for the past few years, even the Western World is forced to pay attention. Some would argue that all the expats are just here to slowly exploit us all like they did a century or so ago but, I digress.

Today Nigeria is like a child on steroids. In a new infographic for the past year 2015, put together by Pulse, the estimated daily number of pageviews across the four biggest platforms hit 6.5 million for 2015.

Similarly, the number of connected users jumped from 45, 035,711 in 2010 to 90, 440, 000 in 2015. Active mobile social accounts (active used accounts not unique) hit 12.4 million with 7% penetration while Facebook user growth climbed from 4 million in 2011 to 15 million in 2015.

Growth of mobile Internet traffic (share of internet traffic) dropped from 57% in 2011 to 18% in 2015 for Desktop but grew from 42% in 2011 to 79% in 2015. As far as devices went in 2015, the Infinix Hot, Infinix Hot Note, and the BlackBerry Q10 outsold every other device available in the Nigerian market.

All of these figures further point to the steady and assured rise of online media as the best of contact for consumers and brands alike, compared to print media. In terms of advertising and media outlet performance, the average cost of a banner across top news platforms stood at N800,000 per month, compared to the cost of a billboard in Lekki, Ikeja, or VI which came in at N3.3 million per month.

READ: Since January 2015, there's been a 12% increase in number of Internet users in Nigeria

An advertorial across all the top platforms cost about N132, 500 on the average, average veiww of the frontpage of the top 3 online platforms topped 90 million, and the average cost of a full page ad in a newspaper came in at N600, 000 per full page ad.

Following this trend, the percentage of Pulse’s traffic that is mobile jumped up from 57% (481,096 sessions) in 2013 to 84% (4,042,447 sessions) recording a 740% increase in the number of sessions. For desktop, percentage of traffic dropped from 39% in 2013 to 11% in 2015.

The average number of clicks on a banner ad on the Pulse frontpage stood at 4,000 while the average number of Facebook clicks (July – December) came in at 1171 with an estimated average post reach of 3 million.

The infographic further revealed that the fastest growing age group, in terms of demography, is between 18 – 24, with 22% and 18% in November and February respectively. In November, 25 – 34-year olds has 43%$ of the sessions, while age 65+ recorded only 1% in the number of sessions.

Some of the information on this very insightful infographic point out to some very important trends; mobile is the desktop of tomorrow, online media has taken over from print media, males and 25-34 year olds use the Internet the most, and Pulse.ng is Nigeria’s leading online news platform.

folarin okunola

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