Mobile Apps, Music Driver of Data Spending in Nigeria -Report

A report released by the Mobile Ecosystem Forum (MEF) has identified apps, music and video as the biggest drivers behind an increase in mobile data spending in Nigeria.

The survey revealed that 34% of Nigerian mobile subscribers have paid to increase their data package, and that 45% buy more than 2GB of data per month, with the intention to download apps (64%) and watch video (52%).

The survey studied the behaviors and attitudes of 1,000 Nigerian smartphone users and revealed that while there is clear appetite for extra data, nearly half of respondents surveyed (48%) still expect mobile content to be free.

"Cost is also a major factor in messaging, with 73% turning to messaging apps over SMS because they are perceived to be free or cheaper. At the same time, a significant percentage (29%) value the extra functionality provided by these services, with WhatsApp (73%) dominating chat apps in Nigeria," the MEF stated.

mLearning (48%) and reading apps (34%) both perform well in the country, according to the research.

"45% of respondents said they have used banking apps demonstrating growing trust in this sector. Healthcare is found to have the highest future potential according to the mobile media users studied (34%) alongside localised services such as taxi apps (33%) and food delivery (32%)," it said.

Rimma Perelmuter, Chief Executive Officer of MEF, said the growth of the mobile ecosystem from more established areas like entertainment and messaging to the uptake of health, reading, transport and foods apps, along with the uptake of mCommerce and banking, is encouraging and demonstrates the continued rise of the mobile economy in Nigeria.

"While the report shows strong growth in data consumption with 34% purchasing additional data, it also highlights that nearly three quarters of respondents (73%) are still held back from downloading popular services such as video & using more apps due to a lack of trust," Perelmuter added.

This study shows that where this is the case, consumers are more willing to pay for content and services as long as the value is clear," said Perelmuter.