INTERNET AND DIGITAL MARKETING TRENDS

DIGITAL MARKETING new startup project MILLENNIALS Business team working with financial reports and laptop

The internet has become a good platform to engage in advertising, selling and promoting services, writes Sonny Aragba-Akpore

With increasing access to the internet in Nigeria and global communities, smart people have started taking advantage of it for e-commerce, sales and advertising of products and services.

To order a car trip, for example, it is not necessary to know anyone or a company. All one needs is any alp from Uber, Bolt, and the recently introduced Rida.

It’s that simple. And the beauty of that is that ride rates are empirically given based on the time of day. There are off-peak periods and peak periods for these transactions.

Many people including celebrities, musicians, artists, journalists, politicians are now making their presence felt on instagram, facebook, snapchat among others.

For the elite, LinkedIn is where you find them. Twitter is a separate word because it’s where you find upper echelon members communicating almost every minute of the day about their breakthroughs and escapades and sometimes just public-facing information.

All of these platforms create opportunities for users to engage in advertising and sales and sometimes outright promotion of products and services.

But all of this relies on a working internet, if not yet necessarily a robust one, and of course on smart devices, including but not limited to phones and tablets.

E-commerce and e-business are on the rise and this trend has created mega-operators where owners don’t need to fire a shot to attract expected dividends.

Amazon, Jumia, Konga, have had a huge impact on people buying the products and services they want from the comfort of their homes. Jiji has joined the train and has become a real platform where people buy and sell.

As internet access and adoption grows more and more around the world, the number of digital buyers continues to grow every year. In 2020 alone, more than two billion people purchased goods or services online, and in the same year online retail sales exceeded US$4.2 trillion worldwide.

Mobile phones drive e-commerce traffic. One of the most visible trends in the world of e-commerce today is the widespread use of mobile devices.

In 2021, smartphones accounted for nearly 70% of all retail website visits globally, although desktop and tablet visits drove higher conversion rates in 2020. Device adoption mobile phones are also growing at a rapid rate, especially in regions lacking other digital technologies. Infrastructure.

And mobile integration will continue to shape the shopping experience of the future. M-commerce is particularly popular in Asia, with countries like South Korea generating up to 65% of their total online transaction volumes through mobile traffic.

Market leaders have emerged in the world of e-commerce, which provides internet users with the ability to choose from various online platforms to browse, compare and buy the items or services they need.

While some websites specifically target B2B (business-to-business) customers, individual consumers are also presented with a slew of digital possibilities. In 2019, online marketplaces accounted for the largest share of online purchases globally. Amazon tops the global ranking of online retail websites by traffic: the Seattle-based e-commerce giant that offers online retail services, IT services, consumer electronics and digital content recorded more than 5.2 billion unique visitors in June 2020. In terms of gross merchandise value (GMV), however, Amazon ranks third behind Chinese competitors Taobao and Tmall. Both platforms are operated by the Alibaba Group, Asia’s leading e-commerce provider.

In its recently released Global Digital Insights, DataReportal estimated the total population of Nigeria at 214.1 million as of January 2022.

The data shows that the population of Nigeria has increased by 5.3 million between 2021 and 2022. It indicates that 49.3% of the population of Nigeria are female, while 50.7% of the population are male.

DataReportal indicates that at the beginning of 2022, 53.4% ​​of the Nigerian population lived in urban centers, while 46.6% lived in rural areas. The median age of the population in Nigeria is 18.2 years.

The report further states that there were 109.2 million internet users in Nigeria as of January 2022. The internet penetration rate in Nigeria stood at 51.0% of the total population at the start of 2022. The Kepios analysis indicates that Internet users in Nigeria grew by 4.8 million between 2021 and 2022. .

This means that 104.9 million people in Nigeria were not using the internet at the start of 2022, showing that 49.0% of the population remained offline at the start of the year.

Data published by Ookla indicates that the median mobile internet connection speed over cellular networks was 17.38 Mbps.

The fixed internet connection speed is 10.06 Mbps. Data from Ookla further reveals that the median mobile internet connection speed in Nigeria increased by 4.88 Mbps in the 12 months to the start of 2022.

Data from Ookla also indicated that fixed internet connection speeds in Nigeria increased by 2.42 Mbps over the same period. According to data, there were 32.90 million social media users in Nigeria in January 2022.

Data Reportal analysis indicates that the number of social media users in Nigeria at the start of 2022 was equivalent to 15.4% of the total population, but it is important to note that social media users may not represent unique individuals.

For example, data published in Meta’s Advertising Resources indicates that Facebook had 26.10 million users in Nigeria at the start of 2022. hearing at the end of 2021, including making significant revisions to its base. audience data for Facebook. The company’s revised audience figures mean that Facebook’s advertising reach in Nigeria was equivalent to 12.2% of the total population at the start of 2022.

However, Facebook restricts the use of its platform to those aged 13 and above, so it should also be noted that 19.8% of the “eligible” audience in Nigeria use Facebook in 2022. Facebook’s advertising reach in Nigeria was equivalent to 23.9% of the local audience. base of Internet users (regardless of their age) in January 2022.

The report states that at the start of 2022, 41.2% of Facebook’s advertising audience in Nigeria were women, while 58.8% were men. Google advertising resources indicate that YouTube had 32.90 million users in Nigeria at the start of 2022. This figure means that YouTube’s advertising reach in 2022 was equivalent to 15.4% of Nigeria’s total population at the start of the year. ‘year.

Put simply, YouTube advertisements reached 30.1% of the total internet user base in Nigeria (regardless of age) in January 2022.

At that time, 44.7% of YouTube’s advertising audience in Nigeria were female, while 55.3% were male.

Google’s advertising resources only publish audience gender data for “female” and “male” users. Figures published in Meta’s advertising tools indicate that Instagram had 9.05 million users in Nigeria at the start of 2022. This figure suggests that Instagram’s advertising reach in Nigeria was equivalent to 4.2% of the total population at the beginning of the year.

Instagram limits the use of its platform to people aged 13 and above, so it’s worth knowing that 6.9% of the “eligible” audience in Nigeria use Instagram in 2022. Instagram’s advertising reach in Nigeria at the start of 2022 was equivalent to 8.3% of the local internet base.

At the start of 2022, 44.3% of Instagram’s advertising audience in Nigeria were women, while 55.7% were men. Data published in Meta Advertising Resources indicates that Facebook Messenger ads reached 4.05 million users in Nigeria at the start of 2022.

However, Meta has made significant changes to the way its advertising resources report audience data at the end of 2021 – including making significant revisions to its core audience data for Facebook Messenger – so that Figures presented here are not directly comparable to figures published in our previous reports.

The company’s revised audience figures suggest that Facebook Messenger’s advertising reach in Nigeria was equivalent to 1.9% of the total population at the start of the year.

Aragba-Akpore is a member of the Editorial Board of THISDAY

Cathy W. Howerton