Twinpine Networks,
Africa’s first premium mobile advertising network in a recent research survey
covering various demographics across Nigeria showed that contrary to the
popular assumption, the older generation of internet users in Nigeria are more
active than the younger generation. The study carried out by Twinpine Neworks
was a comparative study taken from about twenty two thousand respondents which
showed that internet users between the ages of 53 to 33 years(Generation X)
were more active on the internet when matched against their counterparts aged
32 to 19 years of age (Generation Y).
This paints a different
picture from the generally accepted idea that the internet is the medium of the
younger generation. Speaking about the findings, Research Lead at Twinpine
EniolaMoronfolu said, “This knowledge is an eye opener and shows how trends in
internet usage are taking shape among consumers. This also means that marketing
efforts can be more effectively targeted to reach the right demographics”.
Of the activities which
topped the list in terms of frequency of use for Generation X, were the use of
search engines for research; News on current affairs, lifestyle, entertainment
and sports; and online shopping. According to the research 50% more people
between the ages of 53-33, regularly purchased goods and services online and 6%
more of this demographic were more likely to share information on social media
or lodge a complaint about a product/service via social media.
Probable factors for the
increased usage by this age bracket include higher spending power not only in
purchasing advanced mobile devices, but also to purchase bigger data bundles as
well as goods and services online.Miss Moronfolu noted
that though the gap was still not very wide, the figures predict a trend of
growth which would affect the way both advertisers and digital marketers
approach targeting and segmentation of consumers based on the type of media
they consume.
Twinpine Networks runs a
major mobile advertising network across Africa and carries out periodic
research on internet usage across multiple platforms through the support of
partners within and outside Nigeria.
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