55% of Nigeria's online purchases are on digital entertainment

According to new survey conducted by Ipsos for Paypal, Nigerian mobile shopping accounts for 38% of the country's total online spend, and 36% of its cross-border purchases.

So what are Nigerian's buying with these cross-border purchases? Well, most of these purchases are digital entertainment and education e.g. ebooks, digital download of music - which is as high as 55%.

“Nigeria is home to some of the keenest mobile shoppers on the African continent, and is also the third largest mobile commerce market in terms of the incidence of mobile shoppers amongst the countries that participated in the research,” said Ipsos in a statement.

“With 72% of online consumers shopping on a smartphone in Nigeria, the country follows China (86%) and India (82%) in terms of incidence of shopping via smartphone. The global average across the 29 surveyed markets is 47%.”

The 5 leading online cross-border purchase categories in Nigeria, per the report, are:

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Ipsos noted that Nigeria's cross-border buying trends match closely those of other online shoppers around the world.

“For all shoppers surveyed in the global study, clothing was the top cross-border purchase; consumer electronics ranked second; digital entertainment and education, third; and physical entertainment and education, fifth,” Ipsos said.

Majority of the purchases were from North America, with 48% of online shoppers coming from that region. Just 15% shopped in other regions of Africa.

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