By JONAH NWOKPOKU
A research conducted by Terragon Group for the second quarter of 2014, has revealed increased growth in the state of digital media, especially online related transactions between the second quarter of 2013 and the second quarter of 2014.
Terragon Group is a new media business focused on Africa targeting the new media ecosystem. It carries out periodic research on internet usage across multiple platforms, addressing the need for local and relevant data that will help the digital sphere and streamline advertisers’ marketing efforts.
The report which was compiled after a survey of a pool of online participants across various locations in Nigeria, showed tremendous growth in e-commerce, internet usage, social media participation, and the opportunities the trend presents for marketers.
The comparative study which showed growth patterns from 2013 to 2014 focused on mobile phone and internet usage, mobile money, broadband penetration and Mobile Number Portability.
The study showed that there had been a 15 per cent increase in purchases online from results in 2013.
According to the report, “As at the end of June 2014, 63 per cent of Nigerian internet users had bought at least one item online. 60 per cent of these buyers claimed to have used their mobile phones for these purchases.”
The increase in internet penetration through mobile and increase in data bundle purchases including other online activities such as search, social media interaction, downloads and emails, within the period was discovered to have driven this increase in e-commerce activities.
Speaking on the report, Terragon Group’s lead researcher, Eniola Moronfolu, said, “The increase in e-commerce activities is very encouraging for an environment such as Nigeria’s. It was interesting to note that a huge number of these purchases were mobile driven, and that mobile is the first and major point of access for all internet activities. Hence, marketers need to start thinking first of mobile for online campaigns.”
She however noted that relevant content should be of utmost priority to advertisers and marketers in a manner that the mobile audience will feel a personal connection to the brands.
“Marketers need to take advantage of the growing usage of smartphones. They need to work with their partners and agencies to develop innovative marketing products and strategies that will keep the smartphone users engaged and loyal to them,” she said.
The research further showed 86 per cent of respondents carrying out research about an item through previous buyers’ reviews, before making a purchase, and 80 per cent relying completely on mobile for their pre-purchase research.