National Research Group (NRG), the global insights leader at the intersection of technology, content and culture, has launched the Capstone Series, a first-of-its-kind survey of culture, content and technology that drives cutting-edge global growth. launched. market. NRG is part of Stagwell, a challenger network built to transform marketing. NRG has partnered with SBI Media, a media agency based in Lagos, Nigeria and part of Stagwell’s global affiliate network, to provide a future-oriented perspective on the technological, cultural and entertainment trends shaping the Nigerian landscape. I started the series with ‘Exploring Nigeria’, which is . .
Chris Rethore, Chief Strategy Officer at NRG, said: “The evidence lies in our first study, which has given us a nuanced and layered understanding of Nigeria’s changing cultural landscape. What drives Nigerians, their identities Passionate Consumers: How media, entertainment, and technology companies will influence their spending behavior and what they can do to better serve them in the years to come. We hope that you will find value and actionable information in this and future research for shaping pioneering market decisions.”
Stagwell Chief Strategy Officer Anas Ghazi said: “Partners like SBI Media accelerate global research, research and insight at Stagwell and add a true understanding of local markets around the world.”
Rotimi Bangcor, CEO of SBI Media Group, said: “We believe the findings of the NRG Capstone Series will provide brands, artists, creatives and larger stakeholders in the entertainment and content industry with untapped insights to decipher, discover and capitalize on engagement opportunities in the marketplace. doing.”
explore nigeria
With strong research of 5,000 market consumers, plus expert perspectives such as face-to-face interviews with academics, industry insiders and consumers, Exploring Nigeria is a national and It provides a broader understanding of the cultural pillars that drive its people. The study explores the habits and attitudes of today’s Nigerian consumers, including the importance of mobile, 5G rollout, the creator economy, content consumption, streaming services, audio and gaming growth areas, and the power of social media. Dive into key topic areas. , such as the future of money.
The main points are:
- Mobile is the gateway to connectivity. Mobility is key when it comes to streaming, with 78% saying it’s very important for their streaming service to work well on mobile. More than half (55%) of movies and TV shows are consumed on smartphones, with less frequent viewing on laptops, smart TVs, tablets and desktop devices. Smartphones are also a dominant means of gaming (83%).
- 81% of Nigerian consumers say 5G will ‘change my country for the better’Internet connection quality was seen as the biggest technical issue in the market, with nearly 70% aware of the pending 5G rollout, with faster speeds (74%) seen as the main benefit. I’m here.
- YouTube Leads as Top Streaming Service 82% of respondents use it weekly and 40% use it multiple times a day. 64% use it most often than other services such as Netflix (46%), Prime Video (25%) and Hausa channel his AREWA24 (44%). Of the top five common daily activities, 66% said they watch short-form online videos.
- Nigerians want Nigerian content to positively reflect their culture and valuesOf the top five features that make film and television feel most authentic, 60% said that characters should demonstrate Nigerian values (e.g. family/community work ethic, integrity, etc.) (52%) said it should portray a positive image of Nigeria. .
- …but Hollywood remains the dominant source of entertainment. U.S. content accounts for the highest movie ratings (75% of Nigerian consumers have watched a Hollywood movie in the last six months), while U.S. TV is Nigerian-produced TV (61% 68%). English content in other markets outside the US is also attractive. Streamers can feature mostly English-language titles from the global catalog, while local content flourishes in other countries. 80% say they enjoy watching content in English the most.
- Audio is ready for shakeup. Due to limited internet connectivity, music streaming has not yet taken off in Nigeria, with only 49% of people streaming their music through streaming services. Nigerian consumers tend to rely on content downloads and backpacking.
- Big Tech = Big Influence. Technology companies, including social media companies, have a “significant” impact on Nigerian culture (64%), second only to religious institutions (73%).
- Financial technology that directly benefits the Nigerian people Inspire your desire to succeed professionally, learn and grow, and earn money. More than half of respondents are aware of cryptocurrencies (90%), mobile wallets (85%), artificial intelligence (78%), 5G (76%), blockchain (71%) and virtual reality (65%). , answered knowledgeable. , and NFTs (59%).
Future Capstone Series reports planned by NRG include Indonesia (Q4 2022), Argentina (Q1 2023) and Turkey (Q2 2023).
Survey method
NRG will conduct an online survey from June 19, 2022 to July 4, 2022 with a nationally representative sample of 5,000 internet-enabled Nigerian consumers aged 16 to 64. Did. Quantitative fieldwork was enhanced by integrating expert interviews with market academics and business leaders, as well as in-depth virtual interviews with Nigerian consumers.
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