The urban Nigerian consumer

This report is part of our Consumer Profiles series covering all large cities across the African continent.
It provides a detailed description of the consumption behavior of households across Nigeria urban cities (Abuja, Ibadan, Ilorin, Enugu, Lagos and Port Harcourt). It offers statistics and analyses on key topics including income and expenditures, equipment ownership and assets, savings and financial services, shopping behaviors / channel visited, mobile, Internet and TV behaviors,…
The report probes the lifestyle of the different income bracket households in Nigeria and delivers essential insight into the consumption and ownership trends and differences between Socio-Economic Classifications (SEC).
The analyses in this publication are derived from field data collected by our own proprietary field staff from an ample sample (N=1,504) during the fourth quarter of 2013 across Nigeria.

Key elements available in this publication

• Breakdown of the urban Nigeria population by income bracket
• Average income of households, including spending, saving and give-away behavior
• Penetration of banking and insurance products by income bracket
• Ownership trends of durable assets and household goods
• Preferred retail channel used by product category
• Behaviors of mobile and internet usage, and TV access

Professionals will use this publication

• To formulate strategies to expand in Nigeria and to understand the composition of the urban population and its different lifestyles
• To understand how to enter the Nigerian market and how to position their products or services
• To assess the different available channels to enter the market
• To calculate the size of market and its potential for growth

Table of contents

The full table of contents, with the list of all tables and figures, is available here.

Publication format

 
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