The guys at Co-Creation Hub Nigeria have released a second infographic on its “How I use my phone” series. The series of infographics is a CcHUB research aimed at gathering market research intelligence around mobile phone usage patterns in Nigeria.
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The research center on phone call activities, credit and date plan usage as well as phone brands and popular apps. The first infographic came out in 10 June 2014. It was an overview of how traders at the Sabo market, otherwise known as Ayangburen market, use their mobile devices to market themselves. Phone calls and not text, as had been largely assumed, were the most popular form of communication.
The recent infographic, which was published on 8 September 2014 on CcHUB’s website, the focus was on Nigerian working professionals. CcHUB sent out a team to obtain information on how professionals working at the Sabo market use their phones. There were a total of 1552 participants that were asked. The survey went deeper to dissect the level of those professionals.
Some stats
- Entry level: 9.8 %
- Junior Exec: 31.3 %
- Middle Management: 37.6 %
- Senior Management: 19.7 5
- Others: 1.6 %
- A total of 41.7 females and 58.3 males were surveyed.
Both infographics are of mobile users at Sabo market. For the hub the interest in Sabo market came from the fact that the hub is close enough to the market to notice the behaviour of commuters who go through the market everyday.
The data zones in on one area in Nigeria so it is not trying to decipher the entire Nigerian mobile industry. In a country that boasts a population of close 170-million people, such a narrowed research would have inconsistencies. It is known that Nigeria is Africa’s largest mobile market with more than 125-million subscribers.
Further more, the infographic reveals that Nokia at 27.2 % is most popular phone while Blackberry comes in a close second as the most popular phone. Apparently Nigerians love to browse the web and hate to play games. Browsing is the most popular activity on mobile phones with gaming coming in last. Top mobile networks include, MTN as the most used network while Etisalat and Airtel come in second and third. Some definitive findings are in the payment plans and the most popular apps. Around 92 % of Sabo market professionals are on prepaid and not contract and 31.5 % use the Whatsapp.
What is interesting and different about this research is that it focuses more on how people use their mobile phones as opposed to how many people have mobile phones. It is something that could be useful in other cities as well. Imagine the kind of data that would be obtained if it were done in a Johannesburg, Dakar, Nairobi and Addis Ababa.
See the full graphic below.
