Art Business Culture Economy

Voices of a new generation: looking at how young Nigerians make use of the media and internet on Youth Day

 

Many countries worldwide celebrate Youth Day in some form or another. However, this day is observed in Nigeria on November 1, highlighting the country’s youth population.

As a tribute to tomorrow’s leaders, this annual salute to the youth aims to highlight the challenges faced by the youth and find potential solutions for these issues. According to a paper published by Cambridge University Press, young Nigerians have to navigate numerous problems, including unemployment, poverty, and a lack of access to education.¹

At Aleph Group, we believe quality education is essential for equipping young Africans with the skills they need to enter the global workforce. This includes practical training in suitable industries and technology, said Stanislaus Martins, Aleph’s Managing Director for West Africa.

To that end, Nigerian youth have embraced technology with open arms. A recent study by Aleph Group examines how tech is being used globally, providing insights into how young Nigerians use the internet and technology.

Most popular social media platforms 

Between the 16-26-year-old age group, Facebook appears to be the most successful social media platform, with 72% of respondents claiming to use the network. Interestingly, this is the smallest population, with the other age groups all using Facebook in higher numbers.

Several reports indicate that Gen Z is less interested in Facebook and prefers apps like Instagram, X (formerly Twitter), and Snapchat. 69% of users aged 16-26 claim to use Instagram, second only to the 27-42 age group. The youth lead the field regarding Snapchat, with 48% of respondents aged 16-26 claiming to use the platform. Fielding Graduate University says younger people prefer Snapchat because their parents don’t use it.²

Over 20% spend 5+ hours on social media daily 

Regarding media consumption, 20.6% of respondents aged 16-26 say they spend more than five hours daily using social media, second only to the 27-42 age group (22.6%). The 16-26 age group prefers streaming services like Spotify or Apple Music, with 10.6% noting that they use audio streaming for more than five hours daily.

The rise of audio-streaming services 

Streaming services have fewer advertisements and interruptions and enable individuals to tailor the listening experience to their preferences. The popularity of audio streaming services among the 16-26 age group is highlighted in how the youth engage with advertisements. 28% of respondents using audio streaming services claim they hear advertisements while listening, which is higher than other age groups.

Advertising to capture the attention of the youth

It’s not the most influential platform for companies to use when marketing; social media posts (81%) and ads posted before online videos, such as YouTube (62%), are the most effective. This also showcases how younger Nigerians are less susceptible to conventional advertising than other age groups.

Interestingly, social media posts significantly impact the purchasing decisions of Nigeria’s 16-26-year-old age group, with 49% claiming it influences them the most.These current trends highlight the importance of technology and the internet to the Nigerian youth. Based on this, it’s safe to assume that this age group will continue to go against the grain and adopt new forms of social media and online apps.

Leave a Comment

Your email address will not be published.

You may also like

Business Energy

NNPC Ltd Secures 10-Year Gas Supply Agreement with Dangote Refinery

post-image

 

In a significant development for Nigeria’s industrial sector, the Nigerian National Petroleum Company (NNPC) Limited, through its subsidiary, NNPC Gas Marketing Limited (NGML), has successfully executed a Gas Sale and Purchase Agreement (GSPA) with Dangote Petroleum Refinery and Petrochemicals FZE. The agreement, signed by Barr. Justin Ezeala, Managing Director of NGML, and Aliko Dangote, President/CEO of the Dangote Group, took place at Dangote’s Corporate Head Office in Falomo, Lagos State.

The 10-year deal will see NGML supply Dangote Refinery with 100 million standard cubic feet per day (MMSCF/D) of natural gas, which will serve both as power generation fuel and as feedstock for the refinery’s operations in Ibeju-Lekki, Lagos State. The agreement outlines that 50 MMSCF/D will be a firm supply, with the remaining 50 MMSCF/D allocated as interruptible natural gas supply.

This strategic partnership aligns with President Bola Ahmed Tinubu’s policy to harness Nigeria’s vast gas resources to boost industrial…

Read More
Business Economy Gadgets Government Society Software

NITDA Director General Emphasizes Cybersecurity Governance at Jaiz Bank Board Meeting

post-image

 

In response to growing global cyber threats, Kashifu Inuwa Abdullahi, Director General of the National Information Technology Development Agency (NITDA), delivered an essential presentation on cybersecurity to the Board of Directors at Jaiz Bank’s headquarters in Abuja. Addressing the board’s role in strengthening cybersecurity governance, Abdullahi focused on critical areas such as risk management, resource allocation, and readiness to counter cyber attacks within the financial sector.

During his presentation, Abdullahi highlighted the Nigerian government’s ongoing efforts to secure digital assets through the National Cybersecurity Architecture, overseen by the Office of the National Security Adviser. This initiative underscores a national commitment to fortifying the country’s cyber defenses in the face of increasing threats.

Quoting renowned investor Warren Buffett, Abdullahi emphasized the value of a bank’s reputation, warning, “It takes 20 years to build a reputation and only a few minutes of cyber-incident to ruin it.” He urged the board to prioritize cybersecurity…

Read More
Announcements Business Investments Society Software Sponsored Technology Trends

Feature: CodeFest International Launches Ebonyi Hackathon to Drive Tech Innovation in Ebonyi State

post-image

 

As technology continues to reshape industries and societies across Nigeria, CodeFest International is stepping up to bring this transformation to Ebonyi State with the launch of the Ebonyi Hackathon. This groundbreaking event is designed to spark innovation, cultivate talent, and address local challenges by fostering a tech-forward ecosystem in the region. We spoke with the organizers to gain insight into what inspired this initiative, their goals, and the future of the Ebonyi Hackathon.

Inspiring Innovation and Economic Growth

According to the organizers, the Ebonyi Hackathon is driven by a clear vision: to nurture a culture of innovation and entrepreneurship in Ebonyi State. “The hackathon was inspired by the need to foster technological advancement, enhance skill development, and support economic growth within the region,” they explained. By bringing together developers, designers, and entrepreneurs, the event aims to tackle real-world problems while creating opportunities for tech-savvy youths to contribute solutions that impact their…

Read More
Business Culture Economy

Charles Uche Emembolu, Founder of Dexude, Reflects on Nigeria’s Innovation Growth at 5th ISN Annual Gathering 2024

post-image

 

The 5th ISN Annual Gathering held in Uyo, Akwa Ibom, this month marked a significant milestone in the development of Nigeria’s innovation ecosystem. The event, with the theme “Scaling Together: Building a Collaborative Culture for Nigerian Innovation,” was an opportunity to reflect on the progress made and look ahead at the ambitious goals for the future.

Charles Uche Emembolu, Founder of Dexude and Chairman of the Innovation Support Network (ISN) Board, expressed pride in the accomplishments of the network since its inception in 2019. Emembolu highlighted the impressive growth of ISN, which now supports 207 innovation hubs across 30 states, up from 75 in its early years. The network has also been instrumental in supporting over 5,000 new businesses annually and impacting the lives of more than 42,000 beneficiaries, including youth, women, and people with disabilities.

“We’ve come a long way, and this year’s gathering is a testament to the power…

Read More
Business Culture Economy Environment

CIF Announces Historic Climate Finance Milestone with CCMM Listing on London Stock Exchange at COP29

post-image

 

 

Tariye Gbadegesin, Chief Executive Officer of the Climate Investment Funds (CIF), today joined UK Prime Minister Keir Starmer and World Bank President Ajay Banga at COP29 to unveil a groundbreaking achievement for climate finance. The CIF Capital Market Mechanism (CCMM) has been officially listed on the London Stock Exchange, marking a global first in climate finance.

This new initiative represents CIF’s most ambitious step yet to mobilize private capital for high-impact clean energy and technology investments, particularly in developing countries and emerging economies. CCMM will empower CIF to unlock the potential of capital markets and drive substantial climate investments worldwide.

“We are proud to take this major leap forward in mobilizing climate finance at scale,” said Gbadegesin. “Bold and creative solutions are essential to tap into private finance, and this listing is a testament to the potential of capital markets in addressing the climate crisis. Our goal is to ensure that…

Read More
Business Economy Finance Fintech

Singapore-based TransferTo and Pan-African Ecobank Group Forge Strategic Partnership to Expand Financial Access and Cross-Border Payments Across Africa

post-image

ransferTo (www.TransferTo.com), a  Singapore-based global technology group, and Ecobank Group (https://Ecobank.com), the leading pan-African financial institution, announce a landmark Memorandum of Understanding (MOU), laying the groundwork to transform financial access and cross-border payment solutions across Africa.

 

This strategic partnership brings together TransferTo’s companies —  Thunes (www.Thunes.com), Ezra (https://Ezra.world), DT One (www.DTOne.com) and Tookitaki (www.Tookitaki.com) – with Ecobank (https://Ecobank.com) to expand access to credit, digital products and cross-border payment solutions. The collaboration will create a safe, inclusive financial ecosystem that bridges markets, enabling swift reliable payments across borders and offers financial empowerment tools to millions of Africans and businesses.

By uniting their expertise, TransferTo and Ecobank will drive financial inclusion, empower underserved communities, and establish secure, seamless digital pathways that connect Africa’s economies with the rest of the world.

Peter De Caluwe,…

Read More
Business Economy

Gwandu Urges African Countries to Unite for 600MHz Mobile Spectrum Allocations

post-image

Dr. Bashir Gwandu, former Acting Executive Vice Chairman and CEO, Nigerian Communications Commission (NCC) and former EVC/CEO, National Agency for Science and Engineering Infrastructure (NASENI), has urged African countries to unite and work  together to secure 600 megahertz (MHz) band mobile spectrum allocations.

 The independent telecom expert stated this at the just concluded 9th Sub-Sahara Spectrum Management Conference 2024, held in Nairobi, Kenya on 6-7 November, organised by Forum Global on the third theme: “From WRC-23 to WRC-27- Emerging Landscapes  & Technologies and the Path Ahead.”

Dr. Gwandu who held various chairmanship positions at the both the ITU and Commonwealth including the ITU Radiocommunications Advisory Group (the RAG), The Joint Task Group, and Commonwealth ITU Group (CIG), made the call during his opening remarks on the 600MHz spectrum discussions.

While making a presentation on the session: “The shape of Post-WRC spectrum ecosystems”, he called for…

Read More
Announcements Business Featured International Opinion Society

Moppets Baby Food Achieves HACCP Certification, Setting New Standards in Food Safety

post-image

 

In a significant milestone for Moppets Baby Food, Engr. Roberta Edu, CEO of the popular children’s food brand, recently announced their achievement of HACCP certification—a globally recognized food safety standard. Moppets, a subsidiary of Frills by Roberta, achieved this certification after rigorous assessments and audits, underscoring their commitment to quality and safety.

Edu shared the journey behind this accomplishment: “If you follow our Moppet Foods story closely, one thing you’re going to take away is how daring we’ve been over the years and how committed we are to excellence.” She recalled that upon learning the brand needed HACCP certification to supply to a specific NGO, the challenge initially appeared daunting. However, her determination turned that challenge into a goal, setting the company on a path toward stringent safety compliance.

 

Moppet Foods undertook comprehensive audits…

Read More