Mobile superhighway, mobile trust and other key learnings on the Nigerian consumers’ path to purchase

The mobile superhighway; nothing new about that.

Nigerians consume digital assets on mobile than anywhere else. What’s new is how more comfortable they have become in transacting on the small screen.

From our Q3 2017 research into the Nigerian consumer’s path to purchase, we found that, compared to five years ago, more people trust mobile as a viable transactional tool. It used to be that consumers found products on mobile and go on desktop to have a better look and buy. In 2017, not so much. 22% of surveyed respondents say they eventually make their purchase on mobile.

“It’s scary because it’s new”

It was beyond the scope of our Q3 2017 survey, but we can safely conjecture that the ease of online payment engendered by companies like Paystack and Amplify (and somewhat sheepishly by Quickteller) in Nigeria is partly responsible for the increase in mobile trust. What can take a far bigger chunk of the credit for this mobile trust is time and the increasing familiarity with paying online it brings with it. Paying online was new, shiny and scary in 2012. Things are different now. Everyone and their grandma know about paying online and willingly participate.

What else are Nigerian consumers doing online? Find a cliff note summary of our report here, and get a download link at the end of the article:

1. All purchase journeys begin with a search!

75% of respondents instinctively use a search engine at moments of obligation

2. More people trust mobile as a viable transactional tool

26% of respondents are indifferent to trust issues surrounding mobile transactions. Only 13% remain skeptical.

3. The market is where the consumers are 

51% of respondent are more likely to engage with a brand on social media where they spend a vast chunk of their time.

4. Ease, speed, and price are in the running for the new marketing mix

2 in 3 respondents indicate that the ease and speed of interaction plus reasonable pricing influence their decision to purchase.

5. Nigerians leave reviews

80% of respondents who shopped on mobile have left reviews and feedback for brands.

6. Do Nigerians prefer sharing feedback in their circle of influence and on brand websites?

50% of respondents agree.

7. Go mobile or go broke

In Nigeria, 80% of internet data is from mobile, and audience doesn’t merely browse their cousin’s graduation pictures on Facebook anymore, they make product consideration decisions on it, too. 25% compare prices on mobile before purchase and 22% eventually make a purchase on mobile. To be relevant is to go mobile.

Learn more about how the modern and notoriously connected Nigerian consumer is buying online and how your brand can meet them where they are.

Download the paper: From intention to decision: Understanding the Nigerian consumer’s mobile path to purchase.

This article was written by Gbenga Onalaja. Gbenga is an oatmeal-powered Content Strategist at Wild Fusion, Africa’s leading Digital Marketing Agency. He specializes in long-form content, email marketing, SEO, and writing compelling brand stories.

Featured image by Fazel Mehrad on Unsplash. Adaptation by Gbenga Onalaja