Decoding Millennials In Nigeria A briefing on the Nigerian youth market & pop-culture
franklinozekhome
one of the world’s fastest growing mobile communications market
Š icrossing.com
70% under 30 years AGE GRP Total (All Ages)
0-4 5-9 10 - 14 15 - 19 20 - 24 25 - 29 30 - 34 35 - 39 40 - 44 45 - 49 50 - 54 55 - 59 60 - 64 65 - 69 70 - 74 75 - 79 80+
Population Population Male both sex es 140,765,768 70,108,289 21,304,234 10,731,929 17,685,859 8,911,126 15,518,616 7,822,125 13,615,584 6,867,512 12,201,811 6,167,626 10,284,594 5,235,608 8,135,658 4,205,987 6,634,150 3,427,358 5,488,984 2,814,948 4,502,344 2,314,317 3,774,988 1,908,069 3,216,615 1,604,919 2,472,275 1,222,647 1,774,303 860,160 1,164,689 554,218 642,574 300,605 348,490 159,135
Population Female 70,657,479 10,572,305 8,774,733 7,696,491 6,748,072 6,034,185 5,048,986 3,929,671 3,206,792 2,674,036 2,188,027 1,866,919 1,611,696 1,249,628 914,143 610,471 341,969 189,355
media age of 18
Percent Both Sexes 100.0% 15.1% 12.6% 11.0% 9.7% 8.7% 7.3% 5.8% 4.7% 3.9% 3.2% 2.7% 2.3% 1.8% 1.3% 0.8% 0.5% 0.2%
Š investor-reports.com
the millennials Generation Y
mobile youths of the new millennium always in search of something more…
have more attitude need more motivation from brands require more ownership
The ‘Millennials’
love brands that enable and empower them
they want to live their lives now!
Drake Lady Gaga Agbani Darego
and they want people to take notice And they want people to take notice!
and have other desires
identity is it
www.felaonbroadway.com
the average nigerian ± has a world view ± progressive & entrepreneurial
± very optimistic ± has a genuine hunger to be part of the global community
Nigerian Hip-hop superstar D’Banj
…a “native of nigeria; citizen of the world”
exponential growth witnessed in the fashion industry Tyson Beckford walks the runway for ThisDay Arise Magazine Show, at New York Fashion Week/ Model presents creation of Deola Sagoe Š Bella Naija.
the nigerian movie industry has grown at a phenomenal rate
Nollywood actress Genevieve Nnaji
music consumption is becoming increasingly local Lagbaja
D’Banj
‌whilst nigerian stars are dominating the international music scene
passionate about soccer
Nigeria’s Super Eagles
comedians have become brand ambassadors
Comedian ‘Basketmouth’
what these all means
1. ideas rule: stand for something
Hip-hop's hottest female star Nicki Minaj aka ‘Black Barbie’
it’s all about making connections
2. the future belongs to the youths
Š Getty Images
trendsetters‌not bound by conventions
3. consumers want to self actualize
Actor: Chiwetel Ejiofor
Model: Oluchi Onweagba
achievement‌inner satisfaction‌contentment
lifestyle ± love social networking; being in company of friends, peers and colleagues ± want to achieve more in their lives ± want to share special moments with family and loved ones ± express themselves as they wish
© Getty Images
insights “
---------want a hassle-free simple life and to focus on the things they enjoy
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value identity, culture and tradition
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desire new experiences everyday to feel inspired
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value freedom + control
----------want to live in a world where dreams come true; optimistic about the future
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”
© InstantGrass
future next? Decoding Millennials in Nigeria is a comprehensive 50+ page 2010 Trend Report on the Nigerian youth market & pop-culture. The report comes fully packaged with in-depth market analysis, photos, video links, and refreshing perspectives from the point-of-view of mobile youths in Nigeria.
For more info about customized trend reports , contact franklinozekhome@gmail.com.
Decoding Millennials in Nigeria
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franklinozekhome@me.com
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franklinozekhome is a strategic planner, trendspotter, and a student of culture and brands. A leading authority + keynote speaker on youth marketing, digital trends, and Nigerian marketnomics, he was recently nominated by The Future Awards as “2010 Business Professional of the Year.” Ozekhome previously held senior planning roles at InsightGrey and McCann Erickson, and has spent over a decade advising leading companies and brands like Visa, Samsung, Total, PepsiCo, Heineken, British American Tobacco, MTN, Access Bank, GSK and Emirates Airline. He is the Founder + Chief StoryTelling Officer of Identiture®, a New York based strategic planning consultancy. Follow his rants, raves and tantrums on Twitter @Donniefranklin.
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